High-quality landing page optimization techniques for information flow!

This article brings you a guide to optimizing the landing page for the business service industry - household registration/company registration business

1. Household registration agency services

In 2019, the National Development and Reform Commission announced that it would solve the problem of promoting the settlement of about 100 million rural migrant workers in cities and towns. This is usually solved through settlement based on points, academic qualifications, skills, professional titles, and recent graduates. From the perspective of policies and rich settlement methods, it has created strong industry development potential and a large number of new demand groups. In this regard, how can we guide the strategic approach and conceive and build the landing page?

Analyze the target audience, easily understand the essence of industry optimization, and attach replicable high-quality marketing page structure and practical cases to help you easily solve customer conversion problems!

1. Audience Analysis

Potential groups: Taking their own reality as the starting point, whether family factors and policy implementation are conducive to their household registration, and those who are eager to get news about policy benefits, they remain on the sidelines and then consider household registration.

Target group: those who want to learn from formal institutions about their own qualifications, the strength and qualifications of their companies, and whether the application procedures and fees are within their actual affordability, and who specifically plan to settle down.

Precise population: The common points between precise population and target population are policy concerns, interest attraction, evaluation, process duration and charges. The only difference is that this group of people consider efficiency and service quality. Whether the goal can be achieved quickly belongs to the group of people who have already settled down.

2. Three types of information flow marketing pages

According to the needs of different groups of people for products, the information flow landing page chooses the appropriate entry point

1) Qualification Assessment

Golden formula: clear business guidance test + multiple-choice guidance form + home benefit attraction

From the design of the landing page, the main body of the page is dominated by blue, giving the overall visual a modern feel; interest points are used to increase intention, and test questions and successfully submitted GIF images are used to increase user urgency and improve ROI.

2) Imitation of official website policy type

Golden formula: imitating the header image of the government website + household registration policy attraction + form guidance

Take advantage of official authority, imitate the color style of the official website, strengthen user trust, increase user stay time, use test forms to prompt potential people to evaluate their own conditions, and then proceed to the next step of understanding.

3) Enterprise strength

Golden formula: clear business + company strength development + form guidance

For people with strong home visits, users have clear intentions and are in a comparison selection situation on the page, which strongly demonstrates the company's strength and stimulates conversion.

3. Two types of search mobile marketing page recommendations

The biggest difference between search and information flow is that information flow is passively pushed (stimulating demand), while search is active retrieval (solving demand)

Imitation official website universal type:

Policy attraction general type:

The above is the framework content for building the landing page for household registration agency business. Now let’s take a look at the landing page for company registration business.

2. Company registration business

The overall market situation of the agency company registration business industry:

Small and micro enterprises, mainly privately owned, are booming. In recent years, my country has continuously deepened the reform of the commercial system, worked hard to create a good environment for entrepreneurship and innovation, fully stimulated the entrepreneurial enthusiasm of the whole society, and effectively promoted the development of small and micro enterprises. In 2018, 380,000 new small and micro manufacturing enterprises were opened, an increase of 62.3% over 2013.

1. Audience Analysis

According to the data collation and conversion feedback provided by advertisers, most of the demand groups are men aged 20-40, concentrated in first- and second-tier cities. We divide this type of attribute into two major population label attributes.

Potential population: More than 60% of them mainly seek to start a business and thus understand business knowledge. Based on your own reality, get the price and processing procedures on a single page.

Target group: those with clear needs, certain knowledge of the industry, and a preference for service and reputation.

2. Customize a highly attractive marketing page

Marketing pages pursue the best user experience and need to avoid complex and cumbersome content, unclear themes, etc., which may cause users to have a bad feeling and experience problems. Then, the marketing pages are summarized and organized, and the following points are retained:

1) User portrait summary , the design caters to the user portrait and has a commercial style. The design that causes visual fatigue due to complex colors and excessive text has been eliminated.

2) Guess the user behavior path , shorten the conversion path in the marketing page content section, and more clearly display the theme and the user's clear choice point. Avoid excessive and complex content that may affect users' reading and judgment.

3) Based on the experiencer’s journey, give the answers users want clearly and quickly . Avoid giving users an unpleasant experience due to unclear topics, indirect answers, etc.

4) Based on the empathy map analysis, target pain points, raise questions, create selling points, and frame answers to questions . Eliminate problems that have unclear solutions and can easily cause audience loss.

3. Two types of marketing landing page cases

1) Clarify the business type of the title:

• The header image is directly a form, and its purpose is to quickly obtain audience information.
• Secondly, further stimulate potential groups by attracting benefits. Through these sections, audience trust is enhanced and the audience is encouraged to make quick choices.
• Finally, guide more conversions through the form.

Landing page display:

2) Live-action scene type:

• The header image uses an ID photo to make the audience feel involved.
• Highlight solutions to pain points, enhance the professionalism of advertisers' business, and guide audiences to deeper conversions.
• Finally, displaying photos of successful registrations in the section below the form will arouse the audience’s desire and promote conversion by attracting more potential customers.

Landing page display:

The above is the guide for building landing pages for the business service industry - household registration/company registration business shared with you in this issue, for optimizers to refer to.

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch

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