Detail page copywriting template with conversion rate over 85%!

Copywriting has always been a very popular job : it is highly creative, the ability model is difficult to replicate, and it can generate high profits. Therefore, in every stage of the development of the Internet , they are the leaders at the forefront: e-commerce copywriting, H5 copywriting, new media copywriting... With the advent of the knowledge payment trend, a more vertical copywriting profession division has been born, course copywriting.

The core of course copywriting work is to increase the click rate and conversion rate of the course. Comparing with offline scenarios, perhaps we can better understand it: a customer walks into your store, and as a shopping guide, what you need to do is to extend his stay time, during which time you need to use appropriate language communication skills to arouse his interest and ultimately complete his purchase.

Course copywriting is equivalent to online shopping guides. To achieve the core goal, it is necessary to use copywriting to communicate with users, attract users to click, extend the time users stay on the page, and ultimately induce them to complete the order.

Fortunately, I have been working in the knowledge payment industry for more than three years. I have also written course copy for a single course with 60,000 registrations and a conversion purchase rate of over 85% , so I have some experience in writing course details pages that I would like to share with you.

Screenshots of some of the course projects I have led

Before writing the course details page, you should have the following mind map in your mind, the so- called <Course Details Page Outline> . The purpose and importance of each part are marked. It is strongly recommended to save it to your mobile phone.

Below I will share with you how to write a course details page with a high conversion rate from five parts: preparation, creating a traffic entrance, building the first slide, building the second slide, and building the last slide.

1. Preparation: Sharpening the knife does not delay the chopping of wood

The knowledge payment industry is a complex of upstream and downstream businesses that transforms knowledge into products or services to realize commercial value. Broadly speaking, it includes two sub-products: content payment and online education .

Content paid products mainly include four content positioning directions: improving hard skills, solving certain practical problems, expanding interests and hobbies, and improving soft power. The corresponding paid products include Qiuye PPT, Zhihu Live One-to-One, Douban Time , and Get App.

Online education products can be divided into several major areas based on the target audience, including early childhood education, K12, adult, and vocational education. The corresponding paid products include Uncle Kai’s Storytelling, Xueersi Online School, Shande Institution, and Mars Era.

As a course copywriter, do you understand your industry segment? Before you start writing, ask yourself a few questions:

Who will see my writing?

What is their purpose of learning?

What do they expect from the course?

Are they price sensitive?

Why must he choose me instead of other educational products?

…

Although both content payment and online education belong to the field of knowledge payment, there are still great differences due to different target audiences and learning purposes. Just in terms of copywriting communication:

In terms of the presentation of learning effects, the copywriting of content-paid products emphasizes certain practicality , so we often see, for example, "Promoted from a product novice to a product manager in 21 days", " Mimeng teaches you how to earn a monthly salary of 50,000 yuan". In contrast , the copywriting of online education products emphasizes the systematic nature of learning , so we often see, for example, "【Focus on the key points at the beginning of school】Master composition and calculation", "【Synchronize on campus】4 types of composition writing tips for elementary school students".

Common paid content products

Common online education products

In terms of price presentation, the copywriting of paid content products emphasizes cost-effectiveness , so we often see titles such as "9.9 for 3 classes" and "39 yuan, get your tuition refunded after you finish your studies." In comparison, users of online education products are less sensitive to prices , and even if there are similar promotional activities, they are rarely used as main titles in copywriting.

As the saying goes, sharpening the knife does not delay the chopping of wood. Before you start writing copy, you should first have an in-depth understanding of the knowledge payment market segment you are in, which will be of great benefit to your subsequent work.

2. Traffic entrance: create a good title

The title here refers to the sum of the copywriting titles of all channels when promoting the course, including the course title, public account tweet title, Moments poster title, etc.

The importance of a good title is self-evident. It is related to almost 50% or even higher traffic. It determines the most critical first 3 seconds, that is, whether the user is interested in reading your title and clicks in to view the course details.

In the field of knowledge payment, from the most classic "NetEase Drama King Comes Out to Give Lectures" and " New World Marketing Class", to the recently popular "Ma Dong and a Group of Weirdos Personally Teach How to Speak Well" and "Yu Qiuyu·Chinese Culture Compulsory Course", without exception, the titles of various channels have been repeatedly optimized during the publicity period: delivering complete and correct information, ensuring the readability of the title, and creating sufficient appeal.

These three points are also the three elements of a good course title. If you do these three things well, your course title will definitely not be too bad.

Some of the top 20 paid courses on Himalaya App this month

Among these three points, "creating an attractive title" is undoubtedly the most challenging. Many course copywriters have spent several years failing to summarize a set of techniques. In fact, it is not difficult to say, everything in the world has its own rules, if you don’t believe it, just look:

21 Dimensional Keywords for Excellent Course Titles

On the premise of fully understanding the course, try to think about the above 21 dimensions and extract the keywords, and then combine 2 to 3 keywords in a logical order. An excellent course title is not as difficult as you think. Let's try to analyze the case:

"Get App" launched an event during the National Day last year, packaging 20 high-quality courses in different fields for the price of 99.8. The title of its promotional copy was very simple, "How to enter an unfamiliar knowledge field in 1 hour", using the keyword combination of learning cost (1 hour) + learning effect (entering an unfamiliar knowledge field) + suspense (using the question-asking method) . The tweet was very effective, reaching over 100,000 views on the same day.

The " Lizhi Micro Course " service account has 10w+ headlines in each article promoting courses. We strongly recommend that you pay attention and learn from it . One of the articles, "Learn to Speak Like This and Determine What You Will Be Like in the Next Two Years," promotes a public speaking class, using the keyword combination of learning amount (speaking) + benefits (determines what you will be like in the next two years).

Seeing the title, users can’t help but become curious, “What’s so difficult about speaking? Can you make a comeback if you learn it well?” Arouse users' curiosity and desire for profit, and click on the title to find out more.

The keyword combination method is useful, but remember not to pile it up too much, otherwise it will have the opposite effect.

3. The first slide: awakening purchase motivation

Here, the user has successfully boarded the “first slide” you built, and your goal is to let the user keep “sliding” down until a sale is made.

Let’s think about a question first: why should users pay for your courses? The answer is simple, because he needs it, but in most cases now, “the user needs your course, but he doesn’t realize it.” So what you need to do is to make him aware of this potential need through copywriting, and this need must be based on the premise of being able to solve a certain problem , such as:

• Courses that can solve current problems, such as "Learn Photoshop in 3 Days", "Mimeng Teaches You How to Make a Monthly Salary of 50,000", "Straight Men Must Read, Teaches You How to Flirt with Girls with One Hand", etc., are all targeted at current problems;

• Can avoid problems in the future , such as "Jian Qi's Financial Management Course" and "Ding Xiang Doctor Paid Column" and other courses, which are more targeted at problems that will arise in the future. You don't have a financial crisis now, and you are in good health now, but it may not be the case in the future, so you must plan ahead and prevent problems before they happen;

• Be able to gain social recognition , such as "Get University's 0th Admissions", relying on the strong brand power of Get and Luo Zhenyu's personal endorsement, let users feel that if they can be admitted, they can not only come into contact with higher-level people, but also it is a recognition of their abilities. This kind of solution is a recognized psychological problem, which is equally important for modern people.

…

How to use copywriting to tell users, "If you don't buy this course, you will lose money"? The method I often use is the "SCQA framework" method I learned from the book " The Pyramid Principle " . The four letters correspond to Situation, Complication, Question, and Answer . This framework is not only a very good "structured expression" tool , but is also equally applicable in copywriting.

SCQA Story Framework

Pay attention to many popular courses, which use the "SCQA framework" method to awaken purchase motivation. I would like to take the "fitness/weight loss" segment as an example to show you how copywriting masters do it:

“Have you ever had an experience like mine?

I woke up in the morning and prepared to dress myself up beautifully to go out, but I found that my favorite skirt from last year could not be fastened. I changed into a pair of casual jeans, but they turned out to be tight-fitting. I wanted to cry. .

Last week, I competed with Xiao Min, who joined the company at the same time, for the position of supervisor. We were equally capable, but Xiao Min ultimately missed out on the supervisor position because of her “poor image.” Looking at my “slightly plump” figure, I feel helpless as the genes were given to me by my parents.

When traveling to the beach, my girlfriends all wore carefully selected bikinis, but I wrapped myself tightly for fear that the excess fat would accidentally show out.

Every time, there are thousands of cute herbivores running and shouting in my heart, I must lose weight!

only,

Diet? If you want to say goodbye to delicious food, kill me.

sports? I've been working overtime recently and I don't have time.

Diet pills? Will it hurt my body?

Liposuction? I am afraid of death. . .

………..

In the past, losing weight was extremely difficult for me, and I almost gave up on myself. Until I met her, everything started to change.

Teacher Cod, who lost 50 pounds in 3 months, told me: "I can help you lose weight and become beautiful easily, and eat three meals a day."

Seeing this, you will definitely think that I am a liar, but Teacher Sturgeon’s method is so magical. Let me explain it one by one.

Who is Mr. Cod? ”

The above copy is excerpted from a weight loss and fitness course in Weiku Classroom, which uses the "SCQA framework" method in the stage of awakening purchase motivation.

First, use the situational description, "I got up early and wanted to go out beautifully, but I couldn't pull my pants up", so as to narrow the distance between the user; then create a conflict , "I missed the supervisor position because of my poor image"; then raise the question , "I must lose weight, but what method should I use?"; finally, give a solution , "That's right, it's this class brought by Teacher Cod."

The core of this method is storytelling , from "situation description", "creating conflict" to "raising questions" and finally to "providing solutions", using vivid examples to show users "I have a way to solve your problem". If you don't have a real case, you can make it up, but remember to describe as many details as possible, it will make your story seem more realistic.

4. The second slide: Use examples to build user trust

The user's purchasing motivation has been aroused, but at this point the user still has doubts in his heart: "You said you can solve my problem, but why should I believe you?"

To prove that your course is credible, the most effective approach is to focus on two aspects: one is the course itself, and the other is related endorsements.

The course itself is the product that is ultimately sold. If the product is not strong enough, no matter how many marketing techniques are used, the more sales you make, the worse your reputation will be.

But once you have enough confidence in your course product, you must fully demonstrate it, such as "how many hours did the course take to develop", "how many iterations it has gone through", "how many great people participated in the development of the course", "the reason why the course is set up in this way", "what level you will be able to reach after completing the course"... These are all questions that users have doubts about the quality of the course, and you need to make reasonable explanations one by one in the course details page.

As shown in the picture, these are the tweets introducing the three classes of the "Advanced Operations " course.

If there is only an introduction to the course itself, it is bound to be a bit self-deprecating. At this time, relevant endorsements become particularly important. It proves the quality of the course from a more objective perspective. The angles that can be explored in depth include: teacher introduction, celebrity endorsements of the course, user reviews, etc.

Someone may ask, what should I do if the teacher of the course I sell is neither a big shot nor a celebrity endorser? More than 80% of the courses on the market fall into this category. In addition to making good use of operational means to increase user reviews of the courses, we must also make good use of existing user reviews for packaging and output.

Also from three classes, "User Reviews" on the course details page

User reviews like this, which use simple yet meaningful language and come with real profile pictures, can greatly increase the credibility of the course and reduce user concerns.

5. The last slide: Use analogies and limited-time events to promote orders

When the user sees this, congratulations, he is already 90% willing to place an order. At this time, if you just put a few sentences at the end of the details page, such as: "This course is limited to registration, first come first served", "The course is super value, you will regret it if you don't buy it", " Investing in yourself is the best value-added", and other such bland promotional slogans, then I can tell you clearly:

All the previous copywriting you designed was in vain!

Writing the copy for the course details page is a logical task that involves a series of steps. Each part has been carefully designed and has its reason for existence.

Try to think from the user’s perspective. If he has seen this, it means he already has the intention to buy. He already knows the course content, teacher lineup, user reviews, and class time. So why hasn’t he placed an order yet?

It’s just because of the price!

No matter your course is cheap or expensive, 39 or 399, you need to create an “acceleration slide” at the end of the details page so that users can “slide to the bottom” until the order is completed. At this point, you need to make a price analogy between your course price and the products that users are familiar with, so that users can recognize and feel that "the course price is so cost-effective."

For a 39 yuan course, we might say, "You spend 39 yuan on a cup of Heytea , but all you get are calories and fat. It's better to come here and listen to 8 classes to give your brain a treat."

For the 399 yuan course, we might say , "An average of 19 yuan a day, which is the cost of a breakfast, and if you stick to it for 21 days, you can get a chance to change your life."

The purpose of using the price analogy of "a cup of Heytea" or "a breakfast" as a reference is to tell users that our prices are actually not expensive at all.

VI. Conclusion

1. The knowledge payment industry, in a broad sense, includes two sub-products: content payment and online education. Before you start writing copy, you should first have a deep understanding of the knowledge payment market segment you are in . After all, as the old saying goes, sharpening the knife does not delay the chopping of wood.

2. The course title determines 50% or even higher traffic. On the premise of fully understanding the course, try the 21-dimensional keyword combination method , but do not pile up keywords, which will be counterproductive.

3. When awakening purchasing motivation, you can use the "SCQA Framework" method in " The Pyramid Principle" to describe the situation, depict the conflict, raise questions, give answers, and use a storytelling tone.

4. To prove that your course is credible, it is most effective to start from two aspects: one is the course itself, and the other is related endorsements.

5. Regardless of whether your course is 39 or 399, you need to make a price analogy between your course price and products that users are familiar with, such as “1 class = 1 cup of milk tea”, “Spend only the price of one breakfast a day”, “Watch one less movie ”, so that users can quickly establish price awareness.

Improving the conversion rate of the course details page is a task that requires long-term optimization. The current 85% may become 50% tomorrow. Monitor data every day, adjust the layout, presentation form, focus, etc. of the details page according to user needs and market changes, and proceed steadily step by step.

Remember, the only constant is change, especially in this era of rapid and drastic changes in the Internet.

Source: Mugongzi