4 tips for landing page design!

The role of landing pages in advertising is self-evident. Statistics show that the conversion rate of landing pages without optimization and after continuous optimization can differ by 3 times.

However, in actual delivery work, optimizers often encounter three major obstacles: they don’t know where to optimize; it’s too difficult to change the version; and the effect gets worse and worse.

Although the landing pages of different products in different industries are different, good landing pages always have some common points. Today I will share this set of "user capture techniques" for super landing pages. Using the four steps in this method well can greatly improve the lead acquisition rate.

What is a gripper? The hook is the information that users can capture within one second of entering your landing page.

How to find this handle? Let me share a model first - the ABC model.

A（Audience）: Audience. Be clear about who your audience is and break away from your old way of thinking. Many times our audience is not just those who have the ability to buy products, but also those who will influence product purchasing decisions.

B (Belong): Belong. The landing page is a continuation of creativity. Why do some landing pages have such a high bounce rate from the first screen? This is because the content of the landing page cannot meet the user's expectations.

Here are four ways to write titles to reduce your first screen dropout rate from 80% to 30%:

Benefit-oriented: What benefits can you bring to him/her?

Looking at the title of the landing page above alone, we may not understand what it wants to express, but when combined with the following creative idea, it becomes clear at a glance.

For entrepreneurs, "giving more space to the future" means not only physical space, but also hope and future.

Command type: Give him an irresistible reason to buy your product

for example:

The main image copy of a certain education and training: Make up for the missed lessons

Promotional: Let them buy because they get a bargain

When it comes to promotions, the most common ones are various coupons. Promotions can also be presented in other forms, such as the home improvement landing page below. The main picture has no title and is directly replaced by a call for submissions.

Questioning: Ask "why" to make it curious

Body shaping training camp: Why do I still have a bad figure even after losing weight?

Studying Abroad: Sending your children to study abroad? But don’t know how to apply?

Dental Implants: What to do if you are worried that it will be too expensive to use dental implants to repair missing teeth?

C (Condition): Scenario.

What media and channels are used to place the landing page? What state are people in when they browse your landing page? These are all factors we should consider when designing landing pages, because users’ browsing status is different in different scenarios.

The ultimate way to convince users - your point of view.

Copywriting with opinions will be more persuasive than copywriting that only displays product information. For example, both are training to improve mathematical thinking.

Copywriting 1: Children who can think have a bright future, followed by the article on why we should train mathematical thinking.

Copy 2: Suitable for children aged 3-8, original live classes + customized teaching aids

The first copy is more convincing than the second one, making people want to buy.

How can we express our views so that they touch people’s hearts?

Know how to make trade-offs: The time users spend on a landing page is very short, so try to summarize your core idea in one sentence.

New information: Present your ideas from new perspectives and expressions.

Be genuine: Different product types use different genuine strategies. You can refer to the picture below.

Quadrant 1: authenticity, true feelings, warmth

For example, in the real estate industry: Do you want to find a warmer and more comfortable living environment for your retired parents?

The second quadrant: The sense of conversation and the way of asking questions make users feel that we sincerely want to help them solve their problems.

Quadrant III: Functional and affordable

Quadrant 4: Emotional resonance with users

The secret to consolidating your advantage lies in the reasonable structure of the landing page.

Six functional blocks:

Appearance: the essence is placed first; the description of the product’s strength; the personal/physical evidence of the product’s strength; the brand’s strength; the scope of application

There are three core ideas for "surprising":

1. Taste the sweetness

Free test, give coupons

2. Avoid suffering

3. Loss Aversion

Author: Ai Qi bacteria

Source: Aichisem