Solid info! 3 tips for landing page optimization!

This article introduces in detail a complete set of methods for optimizing landing pages in the education industry, the "Experience Splitting Method", and helps everyone understand it through actual cases. The same applies to other industries.

Users in the education industry are becoming more and more profit-seeking, and are more sensitive and picky about the experience brought by landing pages. Often, when the landing pages on the market become monotonous in style, the effect begins to deteriorate. In fact, if we can design and optimize the landing page based on its essence, our thinking will become clearer.

The picture below is a super conversion rate funnel model. In this conversion chain, the landing page is responsible for the bottom step of conversion, from "viewing" to "establishing relationships", which is a must-win link!

There are three main ways to "generate relationships" on landing pages in the education industry: simply leaving information, leaving information and then purchasing, and online consultation . In order to ultimately achieve conversion goals, we can use the "experience splitting method" to find key details that can be continuously optimized.

1. The first step is to split the behavior

Make a detailed behavioral breakdown of the entire process from users seeing the ad to achieving conversion, and list every psychological and behavioral detail as much as possible. Taking K12 as an example, we sorted out the user’s approximate decision-making model on a course landing page.

2. The second step is to split the landing page elements

This step is to find the landing page elements that influence user psychology. We introduce the "landing page conversion driven model".

The vertical axis is user experience satisfaction . Assuming that 10 is the high conversion critical point , the landing page can achieve high conversion, with 5 plus points and 2 minus points.

Bonus Points

Motivation: The hunger of user demand depends on the accuracy of traffic and the relevance of the landing page and creativity.

Visual: The user’s first impression of the brand, including loading speed, color, pictures, layout, animation, etc.

Interaction: Is there appropriate interaction with users? Arouse users' favor or curiosity.

Content: Is it concise and easy to understand? Does it arouse users’ desire to solve their pain points? Is the product convincing?

Stimulus: Points that make users feel excited, such as discounts, free courses, gift packages, etc.

Deductions

Negative emotions: distrust or indecision.

Obstacles: Problems or inefficiencies encountered during operation.

Here we will focus on the three most interesting aspects of landing pages in the education industry: interaction, content, and stimulation .

1. Interaction

Currently, the interactions are mainly concentrated in the following ways: calculating tuition fees, selecting children's age group, selecting cities , etc. These are all great ways to get more information while giving users a sense of customization.

But there is another particularly valuable way to use interaction, which is to use some very simple questions to help personalize the page, or it can be understood as more accurate pain point exploration.

Let me tell you a wonderful case. A children’s physical training brand added an interactive question to the information flow landing page it created: Is your child a boy or a girl?

The reason why we ask about boys and girls is that when it comes to physical training, parents have very different expectations for boys and girls, which leads to the need for differentiation in course objectives and selling points.

The pain point for boys is that it not only improves physical fitness, but also cultivates perseverance and courage and improves competitiveness.

The pain point that girls dig out is: it not only improves physical fitness, but also cultivates a good posture and figure.

Due to technical limitations, they were unable to automatically present a dynamic page after answering the questions, but instead chose a compromise: after the parents selected the gender of the child, the page introduction at the bottom would simply switch. Even such a “simple” personalized design still helped them increase the conversion rate by 1.5 times.

2. Content

Content is not just text description, but all the information that can be conveyed. In addition to the landing page itself having a strong persuasive logic and a painful title , many key words in the content must also be specially polished.

For example, many brands now use low-priced courses to attract parents, but have we ever thought carefully about which word is more attractive, "trial class" or "experience class"?

A children's English product tested these two words, and the answer was that "trial class" was obviously more effective. It is especially popular among young mothers because it gives them the feeling of experiencing membership or premium services.

But this experience may not be applicable to your product, because the audience of children's English is mainly young mothers, and you need to explore your audience preferences yourself. But at least we have a clear sense of optimization, and each action keyword may bring different conversion effects.

3. Stimulation

Stimulation has been widely used, but there are still many advanced ways of playing that are waiting for us to explore.

For example, you can set a quick action handle when the user is about to leave. This hook can be a greater discount incentive, or it can be a second-best conversion goal.

To give a practical example, when a user comes in, he sees a discounted price of 49.9. After staying on the page for more than 20 seconds, if he has not placed an order, a coupon will pop up: If you don’t need 49.9 now, we will give you a 40 coupon and you can take the 9.9 course. Practice has proven that just a discount coupon reminder can bring back 1/5 of the users who are about to leave.

There are also K12 course landing pages that will pop up a free course that is in urgent need when parents are about to leave, guiding parents to scan the code and follow the official account. As shown in the picture above, a professor from the People's Public Security University is teaching a course on "Juvenile Personal Safety". How can parents not be excited? When parents become fans of the official account, there is a point of contact for subsequent marketing.

3. The third step is to carefully match the behavior and landing page

This step requires checking whether the design of the landing page is in line with the user’s “flow”, whether there are any obstacles or omissions, and whether there are any opportunities for further optimization .

Some obstacles cannot be felt without in-depth experience of the user journey. Let’s use an example to illustrate.

We all know that parents are a very sensitive group and are particularly full of doubts about educational products. Any factor on the landing page that makes them feel distrustful will affect the final conversion.

The landing page for an elementary school math tutoring course specifically emphasizes that places are limited when submitting the form, with a note that says [Only XX places left], in order to create a sense of scarcity.

However, parents usually hesitate for a while before filling in the information, and sometimes forward it to the other parent for advice. This countdown for the number of places may not be real data, but if it is made into a fixed number, and parents find that the number of places does not decrease, they will feel that the publicity is too obviously false and cannot be trusted. Even marketing components created to create an atmosphere must be as realistic as possible - practice has shown that even if parents know the truth, they will choose to give up because they feel uncomfortable with falsehood.

The brand later made the number of places automatically decrease by one every once in a while, creating a realistic sense of urgency, and the conversion rate actually increased significantly.

Finally, don’t forget that users are constantly changing, which requires us to keep repeating the above detail splitting method and adjust the core content and persuasion logic of the landing page at any time.

Here we will also use a brand case to help you understand.

A leading education brand has a very high level of landing page production. They even identify user preferences according to the "four dimensions of user research."

When promoting a children's programming product, marketers' judgment of mainstream users is: they are relatively rational, have low demand maturity, low demand urgency, and are highly sensitive to price. Because parents’ awareness of programming was not high at the time, the persuasive logic of the landing page was mainly based on emphasizing the benefits of programming.

However, a few months later, parents' perceptions changed. With the promotion of programming by major educational brands, parents' pain points shifted from "whether to enroll in programming" to "which school is better?" Sure enough, the persuasion logic was not changed in time, resulting in a continuous decline in the conversion rate of the landing page.

After discovering this insight, the brand immediately changed the main title of programming from "Learn programming to make children smarter" to "Get 5 great programming courses for free", and the conversion rate increased again. Because at this point parents have already started to compare prices from different stores, and will often be tempted when they see that they can try the product for free.

It can be seen that even if you have discovered the right pain points and done all the above steps correctly, you cannot stop optimizing. The user's pain is dynamic, and we need to have a detailed enough insight.

In short, in today's world where advertising conversion rates are related to the survival of a company, only marketers who can grasp clear ideas, find efficient production and optimization tools, and flexibly polish details will have a chance of winning!

Related reading:

1. Information flow advertising: A guide to optimizing landing pages in the machinery industry!

2. Excellent landing page cases in various industries, conversion rates soared!

3. Information flow advertising landing page planning methodology!

4. Tips for creating advertising landing pages!

5. How to quickly build an advertising landing page?

6. Tips for creating landing pages for advertising!