Baidu Promotion: Tips for Ad Landing Pages with High Conversion Rates!

Party A: Why does my website have such a poor conversion rate?

Party B: I looked at your website, it's not convincing and the conversion rate is definitely not going to be very good.

Party A: I have already found more than a dozen Party Bs. You all told me that it is not convincing, so what kind of website is convincing?

Party B: This...can only be understood, not expressed in words.

Dear readers, do you know what kind of website is considered convincing?

For example, the picture below, do you think it is a convincing website?

Most people would probably say no, because its design is too simple.

But does simplicity make you less persuasive? Apple's design is also very simple, and is even praised by many advertisers as the Apple style.

In fact, to sum up, "the website is not persuasive" means: it does not comply with the three-second rule.

That is: understand in seconds, believe in seconds, and kill in seconds

A high-conversion, highly persuasive website must comply with the three-second principle. So how do we understand this “three-second rule”?

How to understand the three-second rule?

1. Understand in seconds

Understand in seconds. The literal translation means that users can understand the product at the first glance and know what the copy is talking about.

For example, in the picture below, I would like to ask: Do you know what it wants to express?

Do you want to express the quality of your product, or simply display the product in 360 degrees?

There is no way to know.

Therefore, the first item of the three-second principle is: make users understand. It can generally be expressed using 3W.

WHO—Who is it?

WHAT—What products or services does it provide?

WHY—Why choose it?

1. Seconds

There are so many homogeneous products in this era. Without you, I can find a better one in a minute!

But once you gain my trust, you'll be all in my eyes and heart. So, why should you let users trust you?

For example, in the picture below, there is a product picture, a product name copy, and well...that’s all.

In fact, when a user searches for a product, he must have understood the basic situation of the product. What he needs is a reason: why should I buy your product?

That is the second principle of our website persuasion: trust!

1. Flash Sale

The last item is the principle of flash sales, which means that the website can immediately call users to action.

For example, the picture below is a typical example of a website that lacks appeal and will not attract users to take the next step.

We can add a "Learn more about the environment" in the lower right corner to guide users to jump to customer service for consultation.

What makes your website attractive to users?

This requires our website to be able to quickly guide users to action.

Now that we understand the three principles of website persuasion, let’s look at the sixteen essential elements to enhance website persuasion.

Sixteen elements of website persuasion

Based on years of experience, I have summarized the elements of website persuasiveness into sixteen items, namely: website comprehension elements, website trust elements, and website appeal elements.

1. Website Comprehension Elements

Mainly include:

(1) Logo

(2) Website slogan

(3) Website title

(4) Advantages

Advantages can be divided into: the value that the company can provide, the expected value of visitors, and the value that competitors can provide

I think everyone understands these contents. Let me mainly talk about the two major misunderstandings that must be avoided when writing about advantages.

Avoid information fatigue

What is fatigue information?

For example, if I am doing technical training, my main advantage is: if you fail the exam, you can retake it for free.

You think this main advantage is good, but when you go out and take a look, everyone is saying "If you fail the exam, you can retake it for free."

This is fatigue information. This point has been mentioned too much and can no longer trigger the user's G-spot.

Perception over fact

I still remember that when I went to the supermarket to buy water, Robust would always be my first choice. If Robust was not available, I would rather not buy it.

Why? Because of Robust’s “27-layer purification”, in my opinion it is very clean!

But what is the truth? All mineral water will go through 27 levels of purification, but I didn’t know that. It was Robust that changed my perception.

Therefore, no matter how good the advantages are, it is not as good as changing the user's perception.

1. Website Trust Elements

Mainly include:

(5) Content presentation

Seeing is believing. When your product is placed in front of users, do users know how much effort has been put into it? If you don’t know, then you need to tell the user!

This is just like the case of Robust, where every brand of mineral water goes through 27 layers of filtration before being put on the market, but users don’t know that. Since Robust has proposed it, it will be the market winner.

(6) Successful Cases

Facts speak louder than words. Take the rabbit itself, for example. A few days ago, Brother Yang asked me to find a fission tool to use in activities.

Then I searched on Baidu and saw that the landing page of a certain product said: NetEase and New World have both used this tool. Then I immediately didn’t want to look at any other options. The big guys were all using it, so why should I bother looking for other products?

So, that’s what success stories do.

(7) Customer reviews

That is: let your customers speak for you. Customers have the least interest in your business, so what other customers say is often considered by users as an important factor influencing whether or not to buy.

(8) Production process - knowing the process in detail will give you more confidence

(9) Service Process - Good service leads to good results

（10）Social Proof

These are similar principles to success stories. For example, my product has been reported by People’s Daily, has been on the headlines many times, etc…

(11) Honor recognition

It can be an authoritative organization or a third-party guarantee.

1. Website Call-to-Action Elements

Mainly include:

(12) Call to Action

The call to action has been mentioned above, and here we will briefly explain it.

These are words that can trigger user actions, such as buy now, act immediately, sign up now... and so on.

(13) Risk commitment

Reduce the risks borne by users

(14) Promotional activities – adding impetus to action

(15) Common Problems—Removing the Last Obstacle

(16) Free resources - maintaining long-term influence

The above is a summary of Teacher Xie Songjie’s speech.

In fact, persuasiveness is not only applicable to websites, but is also very applicable in our daily sales, customer service and other scenarios.

If I want to achieve this goal, I have to try to convince him and make him agree with me. But how can I achieve agreement? This requires the use of the above content.

So, have you learned about persuasion?