How should an interactive landing page be designed? Teach you some tricks!

September and October are the peak decoration seasons. How should advertisers manage their advertising efforts? This article will share with you a case study of information flow delivery in the home improvement industry. We identified customer pain points and designed interactive landing pages, ultimately reducing lead costs by half.

Brand Introduction

Company introduction: Founded in 1999, it is an A-share listed company and a mid-to-high-end home decoration service provider that provides customers with original design, engineering construction, material selection, furniture customization, soft decoration matching and after-sales service.

Business scope: Mainly provides integrated decoration services for medium and large apartments and luxury homes, with 40 directly-operated branches across the country.

Background

Industry background analysis:

The market size of China's home improvement industry continues to grow, with a compound growth rate of 12% in 2018. Internet home improvement has improved user experience and corporate efficiency (customer acquisition methods, industry standards, and technical services).

Crowd targeting analysis:

The main consumer group for luxury home decoration is 45%, who are 30-40 years old and are married/pregnant/have children . The customers are mainly served in five major cities: Zhongshan, Guangzhou, Dongguan, Foshan and Shenzhen.

Customer promotion demands:

The initial lead cost is high and unstable. We hope to reduce the cost per conversion and continue to expand on the basis of stable costs.

Marketing objectives:

Get more lead forms and expand your company's visibility. Under the premise of ideal lead cost, gradually expand and increase the investment budget to enable the company to continue to develop and operate.

Delivery strategy

1. Analysis of user groups and customer selling points

Main decoration projects: large and medium-sized apartment decoration

Customer differentiation advantages: 4 major brand advantages and 10 major decoration technology advantages, experts in large and medium-sized apartments and luxury houses decoration

2. Targeted Optimization-OCPC Plan

Promotion area: 5 cities: Zhongshan, Guangzhou, Dongguan, Foshan, Shenzhen

Intent word targeting: villa decoration, villa decoration price, etc.

OCPC plan: prepared for the first phase of OCPC, with small traffic and good conversion effect

3. Creative optimization design

Landing page iteration:

The landing page was redesigned, using the client’s own advantage sections, adding decoration style case displays and using an interactive landing page for delivery.

Creative Analysis

1. Summary of copywriting routines

High conversion sentence structure: appeal tone + brand advantages + brand benefits

High click sentence structure: Give the answer + product benefit point + follow the crowd word of mouth

(Creative display)

2. Analysis of interactive landing pages

Analysis 1: Luxury home decoration projects with large indoor scenes attract users’ attention

Analysis 2: Test questions that are in line with consumers' interests, including apartment type, decoration style, and decoration area, attract users to complete the decoration price test through three user questions.

Analysis 3: Decoration style case display to attract users to obtain case decoration prices and reserve a form

Analysis 4: Use data to demonstrate brand advantages, use decoration process to highlight brand assurance, and enhance user credibility in both directions.

(Landing page display)

Delivery effect

Data period: 2019.6.25-7.24

Delivery effect: Click-through rate increased, and both front-end and back-end costs were greatly reduced. Front-end costs were reduced by 475% , and back-end efficiency was increased by 20%. One week after the new version of the landing page was launched, the conversion cost of landing page leads was reduced by more than 50% .

Landing page design summary:

1. Directly target the user group : The header image uses decoration texts of large and medium-sized luxury houses to filter out invalid low-demand users, and is paired with grand luxury house interior pictures to attract user attention.

2. Test questions should be relevant to real life: When setting test questions, you should respond to consumer needs and consider different demands. Only in this way can the test questions be realistic enough to attract users to reserve forms.

3. Layer by layer, motivate users to reserve forms: 3 types of multi-angle and multi-interactive forms to promote conversion, custom decoration quotation (button display type) + sample style quotation (pop-up window type) + free design plan (bottom-absorbing type)

The sentence pattern of "giving answers + product benefits + popular word of mouth" can attract more users to click, and it is perfectly matched with interactive landing pages, greatly improving CVR conversion.

The results have been quite stable after half a year of launch. In order to ensure long-term stability and adapt to traffic fluctuations, the landing page has prepared for an upgrade to version 2.0.

The above is a case analysis of the home improvement industry shared this time, for reference.

Author: Baidu Marketing Center

Source: Baidu Marketing Center