Tips for creating advertising landing pages!

To increase the number of registrations by 10,000, if the conversion rate is doubled, perhaps only one or two sentences need to be changed. However, if the traffic is to be doubled, the cost will be much higher and it will be extremely difficult to achieve. For ToB websites, most of the traffic may be brought by SEM or other advertising. In SEM, the conversion rate will focus on the landing page .

For an advertisement, the landing page plays a vital role. If account management can achieve 60% of the effect, then the remaining 40% depends entirely on the landing page. A good landing page can always help us get more orders and leads.

So what is a good landing page?

For a page, there is actually no absolute good or bad, only whether it is suitable or not. There are many times when the page design is ugly, but the user who searches for a series of needs finds the results he wants and completes the actions we want him to complete on this page. This is a good landing page.

There are many landing pages that are beautifully designed, but visitors cannot understand them at all. Such a landing page, no matter how beautiful it is, is not a good landing page.

(User landing journey)

Contents of this article:

6. Advertising Continuity

1. Create landing pages for different units

Since the time users spend on a landing page is very precious, and the information that can be carried on the same page is very limited, it is not a wise promotion strategy to let all traffic converge on the same landing page.

We mentioned earlier that different units correspond to different needs. If there are more than a dozen units, it means that visitors will have more than a dozen needs. However, covering all needs in the same landing page is difficult to achieve in actual operation, not to mention that it will cause the focus to be dispersed.

Visitors search for results on search engines, click on them, and browse pages. They don’t think too much about the whole process, but they definitely have a primitive demand. When visitors open a page and don’t see the results they want, they will immediately close the page and leave, so our first priority in making a landing page is to ensure that visitors get what they want.

2. Landing Page Experience Optimization

After a visitor clicks on an ad, they will decide whether to continue viewing within 3 seconds on average, so the first impression the landing page gives to visitors becomes very important. When talking about the optimization of landing page experience, people often talk about theories such as taking advantage of human weaknesses and using the lift model, but these are not very practical in actual practice.

Below we will summarize some unique landing page optimization methods and share them with readers:

Think over your first screen of text over and over again. Be careful not to elevate your understanding of the text from your own perspective, because what is more important than "looking great" is easy to understand. If the text can be understood instantly by visitors, you are halfway to success.

Since the network may be unstable on mobile devices, we should especially consider the opening speed when delivering content to mobile devices. What factors slow down the opening of web pages?

1. A large number of pictures
2. A large number of js loading files
3. The page is large and long
4. Video material
5. Program Redundancy

(Several principles of landing page design)

3. Tempting CTA

CTA (Call To Action) is a necessary condition for a landing page. A landing page is complete only if it has CTA. If you want to further improve the conversion ability of the landing page, you need to make the CTA attractive.

For example, the CTA on the solution page tells visitors that they can get the solution directly after registration, while the CTA on the information page indicates that they can get the information directly after registration. If the CTA is just registration or purchase, the effect of the entire landing page will be greatly reduced.

CTA is often followed by a form. Whether you want to encourage customer retention or purchase, there will be a form input link. For this reason, we should try to complete the form on the current page instead of jumping, because one more jump means an increased risk of loss.

4. Exquisiteness represents brand power

If possible, try to make your page more refined , including fonts and pictures , which should be standardized by professional designers, because before understanding the value proposition and your product, visitors first pay attention to the intuitive feeling that the page brings.

We all have this experience to some extent: there are some pages that make people extremely distrustful at first glance, and thus close the webpage directly? Therefore, it is very necessary to spend more time to make the landing page standard and standardized.

5. Some insights into landing pages

In addition, we have some other ways to improve the conversion rate of landing pages that we have found through data analysis and would like to share with readers:

6. Advertising Continuity

Author: Analysys

Source: Analysys