A creative solution for high conversion advertising!

When doing information flow promotion, the page content settings must be complete and the conversion guidance must be effective. Although it is a cliché, the same problem still occurs. Today, we will compare and analyze 3 advertisements seen on Toutiao to break down and explain it.

Case 1: Camel milk advertisement

Creative + landing page display:

(Click to view high-resolution image)

From the outer creative to the landing page, the content is logically coherent, the information is sufficient, and the conversion window is prominent.

Set up inducement gimmicks: The outer creative layer uses real-life pictures of camel milk to attract users' attention, and the title points out the high-value product "Camel Milk - Desert Platinum"; the landing page immediately introduces the popularity, scarcity, high nutrition, good quality, consumption instructions, buyers' praise and other information of camel milk, interspersed with guidance on adding fans and conversions, using preferential information as an inducement gimmick. Although some of the layout design is a bit messy, the content is complete and effective enough.

Case 2: Hansen Four-Mortar Soup

Creative + landing page display:

(Creative screenshot of the outer video)

The outer layer of creativity uses the situational dialogue between Tang Monk and his three disciples to illustrate the main therapeutic effects of Hansen Simo Decoction. It is vivid, interesting and creative.

The landing page content module is complete, including product description + process description + ingredient efficacy + applicability instructions, but there are still two key problems: it does not match information flow ads, and no conversion guidance is set up.

① Inappropriate: There are too many words on the page and they are too small, which makes it difficult for users to read and understand. The information should be simplified and the key points should be highlighted. The layout should be easy to browse and read on mobile phones. The key text information should be the main content, and the material display should be supplemented. The use of materials that fit the public's image can enhance the user's sense of involvement.

② Conversion guidance: Although information flow advertising can be used for brand promotion, deepen users’ brand impression, and strengthen users’ demand choices, since information flow advertising has been used, it feels like the advertising cost is wasted if it is not used to guide conversion. For example, when promoting Hansen Simo Decoction, you can explain the purchasing channels, cooperating pharmacies and other information.

Case 3: Ejiao

Creative + landing page display:

The outer creative only has one focus, "good donkey-hide gelatin", which lacks click appeal. You can try to use questions or throw out inducement information to increase the click rate.

The landing page only has three modules of information: donkey-hide gelatin flavor + differentiation method + purchase reminder, and a black question mark face? ? ?

Do you want users to add WeChat just for this? The words were not clearly expressed, and the donkey-hide gelatin was not explained clearly... Although streamlined landing pages are the mainstream now, the content that impresses users must be delivered!

What are the benefits of donkey-hide gelatin? Here is the comparison before and after consumption; how is our donkey-hide gelatin better than others? Describe the materials, processes, channels, etc.; and build up positive user reviews! Herd mentality is the key to e-commerce; conversion guidance will only be effective after the content is attractive enough.

In summary, if the advertising conversion is not good, you should first look at the creative plan, whether the content is attractive and complete, whether the conversion window is prominent, and whether there are good inducement gimmicks. After all, information flow advertising is still content marketing, which needs to attract users' attention in a short period of time, stimulate potential needs, and induce conversion.

The above sharing is for optimized reference.

author: E. coli

Source: Aichi SEM ( CMOcollege )