Attached case | By promoting information flow in this way, the conversion rate can be increased by 50% without any pressure!

A few days ago, we conducted a small survey in the marketing circle, and everyone generally felt that the current market is too homogeneous !

Similar creative, similar landing page…

Take the conversion routine of the landing page as an example: all quotation sheets, page lotteries, etc.

Especially for the wedding photography industry, using wedding photo quotation sheets for conversion has become a must-have for every advertiser when designing a landing page!

During the promotion, everyone must have felt that users were beginning to experience aesthetic fatigue, and the stimulation of the same type of pages was not as strong as before.

In the face of homogenized creatives and landing pages, improving conversions has become an extremely difficult task.

From an operational perspective, there are five main factors that influence conversion:

Selection of advertising space

Directional settings

Creative Materials

Landing Page Type

Customer Service Talk

The ad space and display methods for each channel are fixed, and each advertiser can make a choice. This is something we cannot change.

Therefore, let’s look at how to improve conversions from the three perspectives of “ targeting, creativity, and landing pages .”

Take wedding photography as an example. But there are some common methods in terms of creativity and landing pages.

Directional selection of transformation

Let’s first look at the big data of the wedding photography industry.

In terms of user attributes, men and women are almost balanced, but the proportion of women is still larger, the population tends to be younger, and first- and second-tier cities are the main consumers!

The target group's interests are mainly concentrated on real estate decoration, honeymoon travel, etc.

According to Baidu's traffic trends, 13:00 during lunch break and 20:00 at night are the peak search hours, so you can increase your advertising efforts.

When it comes to product selection, users pay more attention to product style, service team and photo cases.

Therefore, based on the above data, we set up a directional template for your reference.

▲ Delivery time: Delivery throughout the day, but increase the delivery intensity from 13:00 to 20:00

▲ City targeting: Beijing, Shanghai, Chengdu, Guangdong and other first- and second-tier cities

▲ Gender orientation: Unlimited

▲ Age target: 20-39 years old, the upper limit can be appropriately increased

▲ Interest orientation: real estate and home furnishing, luxury goods, travel, pregnancy and infant care, beauty and body care, finance and economics, job hunting and education, automobiles

1. The routine of creative landing page for conversion

The biggest pain point in current advertising is that the creative ideas are too homogeneous.

When you write your creative, you might think, “ How can I differentiate myself from my competitors ?”

However, we must understand one thing: there is no content that is truly different from competitors, only content that is truly close to users.

A good idea is not about distinguishing between competitors, but about which one is closer to the user!

So how to approach users? Discover creativity from life!

The picture below is a screenshot I took on Xiaohongshu. There are more than 3K likes, more than 2K collections, and all positive reviews, which proves that users are interested in the content of this type of article and like this type of wedding dress pictures. So when writing creative ideas or designing landing pages, can we follow this idea? Or choose this type of wedding dress pictures in the material?

Therefore, creativity comes from life. Remember, if you don’t know how to write creative ideas in the future, you can collect them from search terms, historical data, and content platforms !

Of course, by observing the relevant advertising data in 2018, we found that:

Wedding photo style, service team, wedding photo case

Best conversion! When placing advertisements in 2019, you can tilt it appropriately!

2. Wedding Photo Style

First, search for relevant keywords such as "wedding photography" and "wedding photo guide" on relevant content platforms, arrange them by popularity, and find content with high collection and like numbers.

For example, the picture below is a case I found.

Then extract the essence of the article.

The main keywords of this content are "wedding strategy" and "wedding dress style" . As a once-in-a-lifetime act, everyone hopes to have a more ceremonial feel and become the most beautiful bride, so we often make corresponding judgments based on the experiences of others.

Through analysis, our creative idea can be written like this:

Now that the idea is out, the landing page must be consistent with the theme and style:

[Native strategy + user pain points] Create native content based on wedding strategies that users are interested in, including makeup, pose suggestions and other content, to provide users with solutions and attract customers to learn more.

3. Service Team

With the upgrading of consumption, users will no longer focus solely on cost-effectiveness when choosing products, and service will also become an important factor in their selection.

First, look for positive reviews from consumers on platforms such as Dianping.com and select content that is genuine and heartfelt.

Secondly, extract the essence of the article and design materials.

As shown below. The overall creativity is down-to-earth. It does not directly say that the photographer is professional, but uses related behaviors to highlight the photographer's professionalism.

Since the creative idea is to move people with emotion, the landing page must naturally be consistent with the creative idea. Women are generally more emotional. We can use [original stories + real customer reviews] to use the customer's UGC for emotional marketing. The closer we are to the users, the more we can impress them. The straightforward truth is the most convincing.

4. Customer Case Application

When users choose wedding photography, most of them care about style and effect. Sometimes, a personalized wedding photo is worth a thousand words.

Then we can use past customer cases to attract users.

First of all, you can collect information from relevant platforms to see what types of wedding photos users are interested in.

Then extract the relevant themes of the pictures and design materials according to the picture types:

For this type of landing page, it is recommended to make a collection of related pictures and add a dynamic H5 format.

With the development of the Internet, platforms and products are segmented; with the upgrading of user consumption, marketing in 2019 will inevitably be different from the past. The conversion dimensions that users used to pay attention to will now change.

Marketing is no longer about directly displaying products, but about providing solutions.

Marketing is no longer about price attraction, but value attraction.

Marketing is no longer dependent on media, but becomes its own media.

Marketing is no longer about sharing products, but about sharing interests.

Discovering the factors that customers really value at the moment is the correct marketing approach!

Source: Houchang College