Ad landing page conversion is poor? 3 reasons!

The effectiveness of the landing page is related to the conversion rate. Why do some (two-jump or direct jump) websites have high conversion rates, while some netizens want to exit as soon as they enter the website?

First of all, I think an efficient landing page needs to have the following three abilities - understanding, trust, and action. Below I share the following 16 items that I personally find useful

1. Comprehension

The success of a landing page depends on whether netizens or customers can accept it. If a good salesperson wants to close a deal, he must make the customer feel interested in our product before he loses his patience.

1. Who am I?

2. What am I selling?

3. What kind of problems can my products and services help you solve or what kind of effects can they bring you?

4. Why should you choose my product or service instead of others?

5. What effect can cooperation bring to you? What effect can it bring to you now?

You can ask a few friends to look at your website, see how they feel and what they think after opening your website, and then ask a few questions.

1. This website is classified under that website

2. What products or services can this website provide?

3. Why should you buy here? What direct effects can it bring to you?

If Internet users cannot quickly answer the above questions by browsing the website, it proves that our website landing page needs improvement. If netizens’ understanding of the advertisements they see is not the message we want to convey, it means that there is a discrepancy between our advertisements and they need to be revised.

You should know that when users enter your website landing page, they enter your website with some questions or purposes. If your first picture or advertisement cannot directly attract the attention of netizens, netizens will not have the patience to continue reading. On a marketing website, the first advertisement should show the advantages of your product.

Factors that can undermine website comprehension:

1. There are some information or pictures on the website that are irrelevant to the website (causing some information interference to netizens)

2. Chaotic landing page layout order (no visual feast effect, no clear way for netizens to get to the point)

Factors that enhance comprehension:

Independent logo - tells netizens what kind of website I am entering.

Generally, professional logos of websites are placed in the upper left corner, which is in line with people’s visual effect. If the logo is placed in the middle of the screen, there will be white borders on both sides of the logo.

The website’s tagline – the company’s goals or the positioning of the landing page.

The website should quickly let netizens understand what services you can provide to them and whether you can help them solve the problems they are facing through the advertisements they see.

Placing clear slogans in obvious advertising locations to tell netizens the positioning of our website or the goals of our company will help netizens quickly get to know what industry we are in and the services we can provide.

Title - What services or products do I provide?

·Using “keywords of netizens’ behavior and interests” in the title can more effectively capture netizens’ attention.

The title tells netizens that reading the content will bring more benefits. Sometimes our article content is summarized into headlines to serve as a summary of our selling points.

Use supporting copy to make the content clearer.

Don’t use your company’s slogan as a title.

Don’t use motivational quotes from your boss as your title.

Advantages - Reasons to choose us

Sort out the advantages of our products and services and the differences with those in the same industry, then select a few from them according to the ranking of our advantages and display them in a prominent position on our website. This can effectively influence customers' decisions and add them to other elements of a marketing-type website.

2. Trust

Only when netizens effectively trust you will they take the next step. You can build your website's popularity and trust through the following personal experience methods:

1. Successful cases – facts speak louder than words

Successful templates or cases are often more convincing than various reasons and arguments.

2. Customer reviews - let customers help you comment on the comments

Customer reviews will greatly influence the decisions and behaviors of users who are deciding whether to buy, especially in e-commerce. The degree of positive reviews from customers should be consistent with the advantages conveyed by the website. In order to enhance the popularity of the website, customer reviews should be illustrated with pictures and texts as much as possible to enhance the credibility and authenticity of the reviews.

3. Production process - the entire production process of the product. This product is produced in this way

Show the production process of the product to netizens, let them know the process of our products from the initial materials to our production process, especially for the physical store industry.

4. Service process - how we serve you

Revealing the services and service details that can help customers during our service process and increasing users' trust and confidence in us is even more important in the life service industry.

5. Social Authority — Things that convey trust and authority

The company's news can enhance our authority and credibility, but we should pay more attention to our logic. Before netizens are impressed by us as newcomers, showing off too early will only disgust users. We need to understand what to say and when.

6. Honor Display——Authoritative organizations recognize us

Champions can use medals to show their past achievements and good results, and use them to understand the person's current strength and quality. The company can do the same and display these honors on our website. Remember to apply for our inventions.

If we are not clear about some things, netizens will rarely take the initiative to cooperate with our requests, because they are afraid that the transaction proposer will cause their own losses. Therefore, our industry call to action is still very useful. A powerful call to action should meet the following three requirements:

1. Highlight the obvious copy and quickly grab the user's attention

Use color to emphasize: by using different colors;

Use the emphasized title to highlight our purpose and make it the only highlight that attracts users this time.

2. Clear and concise: It allows netizens to quickly understand how to respond to the call

Simplify the process and reduce the number of options for filling out the form as much as possible, so that netizens can fill it out quickly

Prompt process and progress;

Providing implementation assistance;

3. Active response: Allow users to understand that responding to the call will bring benefits

Place an order now to get XX benefits;

…

Final Thoughts

I hope that everyone can have a basic understanding of WeChat advertising through this article and achieve good results as soon as possible.