How to quickly create a high-conversion landing page for second-tier e-commerce?

The "bare legs magic weapon" soared to the top of the list, with 76,350 units sold in a single store in 7 days;

Success and inspirational books have been selling well for more than half a year, with 66,899 units sold in a single store in 7 days;

The Internet celebrity jelly has become a hit item in the "small store", with sales of 46,000 in a single store in 7 days...

(The above data comes from: DataEye-EDX)

Similar hot products appear every now and then all over the country. "The black horse of huge profits in the e-commerce industry", "the new blue ocean of e-commerce", "the new industry of making money", "millions of huge profits every year"...

These words that cannot be ignored describe the new darling of e-commerce - second-tier e-commerce .

What is Category II e-commerce? To understand this concept, let’s start with one type of e-commerce (that is, traditional e-commerce).

The so-called first-class e-commerce refers to Taobao, JD.com, Pinduoduo, Vipshop, Suning.com, etc. These well-known e-commerce platforms mainly use online payment as the main method.

The second type of e-commerce (also known as direct-operated e-commerce) is relative to the first type of e-commerce. It is a form of e-commerce that relies on information flow platforms to promote and obtain orders, complete product transactions, and pay for goods on delivery, in addition to large platforms such as Taobao and JD.com . The main platforms are: Tencent (Guangdiantong, WeChat Moments, etc.), Toutiao (Toutiao, Douyin, Huoshan Video, etc.), Baidu (Baidu Information Flow), as well as iQiyi, Kuaishou, etc.

The picture comes from the Internet

There are two very important factors in the operation of second-tier e-commerce: traffic introduction and landing page conversion. In the first half of the Internet, everyone was competing for traffic, and the effect would not be much different if there was traffic. Now that we have entered the second half, everyone pays more attention to conversion.

As the core of conversion, the importance of landing page in advertising is self-evident. An efficient landing page can achieve twice the result with half the effort in promoting conversion. However , it is understood that among many second-tier e-commerce information flow advertisements, 80% of them die on the landing page.

This article focuses on the landing pages of second-tier e-commerce companies, and discusses with everyone the skills and details that must be paid attention to in the design of high-conversion landing pages, as well as the minefields that must not be stepped on, to help everyone improve conversion rates.

1. When designing a landing page, avoid these pitfalls

Before planning a landing page with a high conversion rate, there are a few points to note:

1. The content is complex and has no priority

A qualified landing page does not have too many selling points, but has a clear interface. If the content displayed on the page is complicated and has no order of importance, the most direct consequence is that it creates a sense of oppression on the user's vision, forcing the user to leave the landing page. To put it bluntly, having only selling points in the design of the landing page is equivalent to having no selling points.

A good landing page should be simple in design, reduce elements that distract users, increase users’ visual concentration, and display the most desired content to users. And the landing page must provide users with a simple and convenient operation method to improve user conversion rate.

2. There is a discrepancy between the entry material and the landing page

The landing page is the page that users enter after passing through the creative entrance. When users enter the landing page, they must be attracted by the creativity of the material. Therefore, it is necessary to ensure that the creativity of the entrance and the landing page remain consistent, that is, the entrance material must be relevant to the first screen, content and creativity of the landing page. This can further satisfy the user's interest and curiosity in the entrance material and stimulate conversion behavior.

Suppose a children's clothing brand, taking advantage of the popularity of "Frozen 2", uses "Disney", "Frozen" and "Same Style as Elsa" as entry points for its entrance materials. However, after entering the landing page, the content expressed has nothing to do with "Disney", "Frozen" and "Same Style as Elsa". Not only does it lead to an increase in the bounce rate, but it also makes users feel resistant or disgusted, which is not worth the loss.

3. Not enough emphasis on scarcity and timeliness

Brands should appropriately emphasize the timeliness and scarcity of their products or services, because time and quantity limitations will give users a sense of urgency, thereby effectively capturing users' impulse shopping psychology and improving conversion rates.

Pinduoduo is very good at this. Limited-time flash sales, 24-hour bargaining for free, group buying countdown... These keywords are all conveying a message to users: if you don’t buy now, you will miss the discount. The second hand is not exciting enough, so Pinduoduo even split 1 second into 10 parts. This operation is unique.

The picture comes from the Internet

2. Tips for Creating High-Conversion Landing Pages

After understanding the minefields of landing pages, let’s talk about how to quickly generate a landing page with a high conversion rate.

1. Clarify page conversion goals

The ultimate goal of a landing page is conversion, so our first priority in creating a landing page is to clearly define the conversion goal, such as getting more people to buy the product, increasing product awareness, filling in information, secondary forwarding, etc. Only when the goal is unique can the page design highlight the key points and convince users to complete designated actions.

(1) If you want users to buy your product, the landing page should convey information such as “Who am I?”, “What do I do?”, “What can I give you?”, and “What is my core competitiveness?” to tell users that choosing you is the right choice and worth buying.

(2) If you want to increase product awareness, you can highlight the product's usage. For example, for beauty products, you can write "Authoritatively certified by ×××, the common choice of ××× users" to help users form a sense of it and remember it quickly.

(3) If the purpose of designing a landing page is to obtain user information, you can adopt a benefit-driven approach (price discounts, registration rewards, etc.) to guide users to leave information and obtain clues;

(4) If you want users to forward the content a second time, you should pay attention to the design of the sharing path, reduce the number of operation steps as much as possible, and only provide one sharing method to avoid users' choice phobia and reduce their thinking.

Clarifying the conversion goals of the landing page is the top priority in the design process and is also the best indicator to measure the effectiveness of a landing page. It is recommended that the landing page design should have a focus and add secondary conversion goals as appropriate, but not too many.

2. Analyze the audience and deliver targeted content

As the proportion of second-tier e-commerce in various channels increases, major traffic platforms including the leading Tencent, Toutiao, and Baidu are actively making plans.

However, the audiences behind different platforms are completely different, and user needs and conversions are also different. This requires differentiated operational strategies. The same page, in different channels, facing different groups of people, must be "adapted to local conditions" from product selection to materials.

For example, when placing an advertisement on Xiaohongshu , you can choose a presentation form such as beauty guides; on WeChat Moments, you can present it in the same way as friends post updates, as we often see collaborations between brands and celebrities presented in this way; on Douban, you can use something more literary; on Bilibili, you can use more popular internet and two-dimensional terms... As for information channels, such as Toutiao, which is a hot topic in the eyes of second-tier e-commerce companies, you can disguise it as a piece of news and make the advertisement a "native content" on Toutiao.

Only by targeting the user attributes of different channels and speaking to the right people what you want to say can you prescribe the right medicine and hit the target.

3. Build user scenarios

For example, hair loss is a common social problem nowadays, and you happen to be promoting an anti-hair loss shampoo, then your target audience is people who suffer from hair loss. In this case, what kind of promotion method should you use? Box Jun believes that building user usage scenarios is a good choice.

When making a landing page, we built a scenario centered around "hair loss" that triggers people with hair loss, so that users can feel more involved. When you wake up in the morning, your hair falls off on your pillow; when you wash your hair, it falls off; when you comb your hair, it falls off. These points can resonate with users, so that when they see the introduction of this landing page, they will associate it with their own experiences.

On the contrary, when promoting anti-hair loss shampoo, but after users come in through this link, they see shampoos with different functions (softening, hair oil, etc.), and the main part is not anti-hair loss, the effect may not be very good, because the user usage scenario is not taken into consideration. Users click in hoping to see anti-hair loss shampoo.

4. The copywriting is attractive and not procrastinated

For example, suppose there is a potential user who is currently browsing articles about winter beauty, clothing matching, and lipstick on Toutiao. For such a user, the most suitable products should be winter clothes or lipstick, so what kind of advertising copy should be used?

If you choose to put up advertising copy like "The latest winter down jacket, only 888" or "The hottest lipstick, grab it for a limited time", it will obviously disrupt the user's reading experience. It will be very abrupt and unnatural. Users will feel invaded and disturbed and will just quickly scroll past the ads without even clicking on them.

But if you change the style of the copywriting, such as "The same style as Dilraba Dilmurat, warm and not bulky, you can be a little fairy when you wear it", "Recommended by Li Jiaqi, the starry sky lipstick that all fairies love", such copywriting will be more attractive, not procrastinated, and will not disturb users, and the click-through rate will naturally increase.

5. Complete page flow design

The so-called complete process means that the page process design should form a closed loop as much as possible, rather than going to the terminal page.

I have seen some landing pages that don’t say anything. When users click on them, they have no idea how the activity works and can’t find the entrance to the product. Yet, the “activity rules” are hidden in an inconspicuous corner. Such a landing page is definitely not acceptable, as it will only cause users to close the page in confusion, which means they will end up on the termination page.

A complete landing page will have a button for users to click to jump to the activity page (such as Taobao, JD.com, corporate official website, etc.). After the traffic is directed to the web page, the user clicks the button above to proceed to the next step. It plays the role of taking over traffic and converting users, and distributing and converting for other pages. This is a closed process loop that can meet the needs of users in different scenarios.

6. Use AB testing to verify the pros and cons of the version

AB testing is a product optimization method. Two plans (such as two pages) are developed for the same optimization goal. Some users are asked to use plan A while other users are asked to use plan B. The conversion rate, click volume, retention rate and other indicators of different plans are counted and compared to judge the pros and cons of different plans and make decisions.

Due to factors such as different time periods, changes in user search habits, changes in user needs, and especially when there are no conversions for several consecutive days (except for oCPC delivery), new landing pages must be replaced in a timely manner. That is to prepare different advertising materials and pages, conduct A/B testing online, and then decide which version to eliminate and which version to keep based on the test data.

The picture comes from the Internet

By monitoring the data, we can draw various experience summaries to help with optimization, such as what commonalities exist in content that attracts user attention, what channels have more traffic, and the ROI of the channels.

By doing more iteration and review work, you will naturally be able to compile a set of optimal templates, which will also save a lot of time for subsequent repetitive work.

7. Use smart tools

For second-tier e-commerce operators, ROI is the most core operating indicator. Intelligent tools can assist operators in making effective decisions on products and advertising materials through big data analysis of advertising unit price, ROI, advertising activity index, and exposure estimation, thereby improving work efficiency, shortening testing cycles, and achieving targeted results.

(1) Meet personalized design

The intelligent landing page tool provides a variety of templates to meet marketing needs in various scenarios, drag-and-drop operation, flexible component style adjustment, and custom content editing to meet personalized design needs.

Image source: Digital Business Cloud MA

(2) Full-link customer acquisition

Smart landing pages support multiple ways of acquiring leads, such as forms, phone calls, text messages, events, and mini-games. Brands/merchants can flexibly choose marketing methods based on their own circumstances.

Image source: Digital Business Cloud MA

(3) Multi-dimensional data statistics

To ensure the effectiveness of delivery, a visual and attribution-based data analysis system is provided. By connecting data from multiple dimensions in series, you can view the number of times users open the app, the number of people who open it, the number of times they share it, the number of people who share it, etc. from different channels.

Image source: Digital Business Cloud MA

Through intuitive data analysis, you can observe which content on the entire page users are most interested in. This has certain guiding significance for the optimization of landing page materials, making the operation process truly change from "guessing" to "logical". If there are any problems during the delivery period, the operation strategy can be quickly adjusted to improve operational efficiency and achieve refined operations.

3. Conclusion

This article introduces a total of 7 key points and techniques to improve the conversion rate of landing pages. In fact, they correspond to many common problems of second-tier e-commerce landing pages, but they are not limited to second-tier e-commerce. They are also applicable to other industries because the design of landing pages is generally the same.

But don’t forget, when referring to the above methods, remember to combine them with the actual situation of your own products and don’t apply them indiscriminately!

Okay, without further ado, let’s use these techniques to create a landing page with a high conversion rate!

Author: Activity Box

Source: Activity Box Operation Society (huodongheziyys)