5 tips and 3 misunderstandings for high-conversion information flow copywriting!

No idea how to write a creative idea? Or maybe the creative ideas you wrote didn’t get any clicks or conversions? In fact, it is very simple to write good ideas. Let’s talk about how to write good ideas for information flow.

This article focuses on:

• 5 essential optimization techniques for high-conversion information flow copywriting
• 3 Misconceptions about Information Flow Copywriting
• 30 template phrases that you can use right away

1. Five optimization techniques for information flow copywriting

5 optimization methods for the bottom of the box

1. Keep the copy concise

Trout's positioning theory emphasizes that the human mind can only accommodate 5 to 7 units of information, and that people hate chaos and have an instinctive rejection of new information. Therefore, you must display the core selling points and key information of your brand and event . Its purpose is to simply, directly, quickly and effectively tell visitors: who I am, what value I can provide, and what is the difference between me and other similar products.

Use the shortest visuals and the most straightforward language to quickly open up communication with consumers and deliver information in the most direct and effective way.

2. Close the psychological distance

Good copywriting should be done from a closer position to the user and describe the content in his/her tone so that the user can feel involved. For example:

☆Before optimization: Harvard study abroad consultant, this is how I help students get offers!

☆After optimization: Harvard senior tells you, this is how I got the offer!

The copy before optimization was written from the perspective of a consultant, which inevitably made users feel that it was self-promotional.

The optimized copy is written from the perspective of a Harvard senior, giving users a sense of intimacy and thus narrowing the psychological distance.

3. Design copy that looks free

Inducement is a method we often use when designing information flow. Usually the word "free" appears more often, but we will find that "the effect of free is getting worse and worse"!

Why?

Let’s do a multiple-choice question first.

• xx brand treadmill, now only 1999 yuan!
• xx brand treadmill, original price 4999 yuan, now only 1999 yuan!

Which of the two information flow copywritings above do you think has a better conversion rate? Obviously the second one.

Therefore, we can also see from this: users only like things that look free, not things that are really free!

When offering inducements, we can change our thinking: turn "free of charge" into an option with cost and payment, allowing users to obtain a higher-value service at a low cost. At the same time, when consumers pay, it helps to reduce their defensive psychology.

At this time, if you ask consumers to fill in some information, they will think that they are shopping rather than leaking privacy, which will reduce their aversion to it.

4. Choose the implantation point according to different reading scenarios

Information flow channels can be set for time periods for each plan, but most people use the same set of materials for delivery throughout the day, which results in a huge waste.

Brands should design targeted materials based on the different time periods and usage scenarios of users to increase click-through rates. The landing page can also be designed with different content based on the user's visit time. If the material is designed in the following style, the user will first be able to feel the advertiser's sincerity, and their favorability will be increased!

▼On the way to and from get off work (6:00-9:00, 17:00-19:00)

Copywriter: Everyone is playing with their mobile phones, I use my mobile phone to learn English.

▼ Working hours: 9:00-18:00

Copywriter: Can’t speak English in the workplace? xx English teaches you to learn authentic English quickly.

▼During break time: 19:00-00:00

Copywriter: I watch American TV series without subtitles, and I learn English with my mobile phone

5. Summary of effect experience and continuous optimization

The main work in the summary stage is to mark and store the verified excellent materials through A/B testing. Firstly, the excellent material template can save the communication cost with design partners. Secondly, the materials with higher conversion rate can be applied to the next delivery process for verification, thus saving the trial and error cost of the next delivery.

2. Three major misunderstandings of information flow copywriting

1. Blindly pursue high click-through rate

How many people are curious: "What is the appropriate click-through rate for my industry?"

How many people think: "The higher the click-through rate, the better"?

There is no fixed standard for click-through rate, and the higher the click-through rate, the better. Usually, it is determined based on account strategy and keyword part of speech.

For example:

Search term "Zhangjiajie Guide", do you think users have a high level of intention to search for this term?

Obviously, user intention is not high.

In terms of part of speech, it belongs to the first stage of keywords. Although the traffic base is large, the intention is low. From the user's psychological activities, when searching for this word, I may want to travel to Zhangjiajie, but I am not sure. I will just search for guides first. I may also search for "Hulunbuir guide" or "Enshi guide", depending on which place is fun to go.

What’s the point of having a high click-through rate for low-intent search terms like “Zhangjiajie Guide” mentioned above? What’s the point of attracting a bunch of low-intent traffic?

Our budget is limited, and the traffic we can obtain is also limited. When we blindly increase low-intent traffic, it means that "high-intent traffic is decreasing."

Remember: the higher the click-through rate, the better. It depends on the word segmentation.

For words with good conversion, the higher the better, even 100%; for words with poor conversion and low traffic intention, the click-through rate should be controlled.

Creativity is just a means to control traffic, not just to attract traffic. For low-intent words, we need to know how to use creativity to filter some of the traffic.

2. The copywriting is self-congratulatory and empty

For industrial fans, choose xxx brand

xxx has been focusing on excavators for 20 years

Industrial fans, xxx brand leader/industry benchmark/industry leader

How many people are using ideas similar to the above?

The above-mentioned ones are all self-congratulatory copywriting, thinking that my product is very good and users will click on it after seeing it.

However, in reality, 90% of users only click on creative ideas that “can bring benefits”.

For example, among the following copywriting, which creative idea would you click on?

If arranged in order of clicks, most people click in the following order: 3→1→2.

Because the third idea highlights the benefits, users can directly know "what can I get"; while the first idea "30,000 people's first choice" will attract us; for the second idea, strictly speaking, we can get nothing except "preferred XX brand".

Therefore, when writing, we must reject empty and pretentious ideas, even when it comes to creative brand words.

When it comes to creativity, we need to give users enough desire to click; and for users, they won’t click without benefits; so, instead of general concepts, it is better to give users something more specific!

3. The landing page cannot carry

What are we pursuing when we write creatively?

Maybe 90% of people would think it is click-through rate. But in fact, the ultimate purpose of writing creative ideas is transformation .

For example:

Search for "modern and simple home decoration renderings". The search intention is very clear. The person wants to find some pictures of simple house decoration. First of all, we can see that the creativity is also consistent with the search terms.

But when I clicked on it, it was a price page. To be honest, this is really the landing page that matches by searching for "home decoration renderings".

What users need is a rendering. If you show users the pricing page, can the conversion rate be high? Can even high-intent traffic be converted?

Remember, the so-called relevance is related to the user's search intent.

In addition, it is also a big taboo if the landing page cannot be opened. Everyone must remember to check their website every day.

In fact, the most common misunderstanding many people fall into when writing creative ideas is: writing for the purpose of attracting traffic.

But don’t forget that the ultimate goal of attracting traffic is conversion, and attraction is just a method. In bidding promotion, each process has a special and inviolable mission, but each mission is just to serve "conversion".

When we truly understand the essence of bidding, many difficult problems will be solved.

3. 30 golden sentence templates

After reading so many methods, have you gained anything? Finally, I will give you 30 template quotes to help you get inspiration~

1. Get the most ____ secret;

2. The best gadget for ____;

3. Get the complete guide of ____;

4. Is ____ worth that much money?

5. ×× kinds of ____ communication skills;

6. The five best ways to facilitate ____;

7. Promote your ____×× methods without increasing ____;

8. The greatest danger lurks in ____;

9. The scariest thing is _____;

10. How secure is your ____?

11. ×× reasons why ____ is better than ____;

12. The cheapest/best/most expensive/most important/worst/most unusual/best/worst/____ in the world;

13. ×× experts ____ skills;

14. You can be ____;

15. ×× steps ____ make you an expert;

16. A ____ method that few people know about;

17. The truth about ____;

18. The present and future of ____;

19. How to overcome the fear of ____;

20. Few people know how to ____;

21. ×× facts about ____;

22. Truth and lies in ____;

23. ___ told us ×× lies;

24. How to ____ like ____;

25. ×× reasons for not ____;

26. ___×× kinds of secrets unknown to the public;

27. _____ a lie that deceives people;

28. History teaches us ____ lessons;

29. Do you know the most popular ____ at the moment?

30. You must know something about ____;

I wonder if you are satisfied with the above sharing?

Author:ss

Source: Baidu Beijing Marketing Center