How to improve the conversion rate of APP landing page?

Landing page quality and user matching are two key factors that affect landing page conversion . How to optimize them to increase conversion rate and reduce bounce rate?

Among the key touch points in the user acquisition path, the landing page is an important touch point for receiving traffic. Its goal is to convert users (register/download APP) and products (purchase) . How to improve the conversion rate by optimizing the landing page is worth studying and discussing.

What is a landing page

A landing page is also called a landing page. Simply put, it refers to the first page that visitors click on through in-site (banner) or off-site (information flow advertising, EDM, etc.) channels.

Several forms of landing pages

Take information flow advertising as an example:

1. Directly guide users to purchase products: For example, when users click on an ad on Ctrip, they are directed to the air ticket list page, which guides users to purchase air tickets;

2. Guide to download APP :

Some first enter the landing page and then guide to the App store download, while others directly guide to the App store download.

This type of case was once discussed at a data analysis meeting. Which is higher, a direct jump to the App store download conversion rate, or a higher conversion rate with an additional landing page in the middle? I think it depends on whether the previous advertising copy and content can arouse the user's interest. If there is a strong demand, users will pay for both methods. A person in charge at the meeting also said that they had tried these two methods, and the final conversion rates of the two methods were not much different;

3. Guide registration

Landing Page Metrics

Factors that affect landing page conversion: landing page quality and user matching; indicators for measuring landing page quality: number of incoming users and bounce rate (business indicators). We break down the influencing factors and find the following indicators:

How to optimize landing pages to improve business indicators?

Based on the segmented indicators listed above, I will now use some cases to analyze how to optimize them one by one to increase conversion rate and reduce bounce rate.

1. Landing page quality

How to improve attractiveness?

(1) Optimize value proposition and enhance the relevance of traffic-generating content.

Increase the difference between the perceived benefit and the perceived cost, and users will be more willing to respond to your call to action. Improve the match between your landing page and the content your potential users expect to see and their needs.

For example, a home improvement platform found that the conversion rate of the advertising landing page could not be improved. In order to obtain more user registrations from search engines and increase the click-through rate and registration conversion rate on the landing page, we developed an optimization plan and conducted a 15-day trial with the help of A/B testing. The initial traffic started from 10%, and the traffic distribution was gradually adjusted according to user data feedback.

In the later stage of the test, we obtained data on the impact of different versions on the registration conversion rate. The test version ("From rough to fine decoration, this is the most cost-effective way to decorate, saving 40% for 1,000 customers") increased the number of registrations by 27% and the registration conversion rate of the page by nearly 30% compared to the original version ("Are you afraid of tricks in home decoration? Learn the first 3 steps of home decoration to save you money"). In this way, we found a better solution to promote sales. —— User registration conversion case

This experiment optimized the value proposition. "Save 40% for 1,000 customers" is more specific than "Save money for you". In comparison, "Save money for you on renovations" is almost meaningless and it is difficult for people to believe in a vague concept.

Judging from the correlation between the advertising copy and the audience, compared with "Are you afraid of tricks in home decoration? Understand the first 3 steps of home decoration to save you money", "From rough to fine decoration, this is the most cost-effective way to decorate, saving 40%" is actually more closely related to the current needs of the owners, more urgent, and has a stronger interest point. We achieved the expected growth with just one simple change, which is in line with the concept of growth hacking, which is "to leverage great value with small costs to bring about a huge impact on KPIs."

For example, on a certain air ticket booking platform, when a user clicks on the link “Grab Phuket’s 9 Yuan Special Tickets Now”, the landing page displays routes from Shanghai to other places, or the user cannot find the route after scrolling through the entire screen, or there is no 9 Yuan fare at all. The user will immediately feel cheated, which will affect the image of the airline in the user’s mind.

During the optimization process, we obtained positioning information, set the default departure point based on the user's location, accurately recommended routes, and arranged them by price from low to high, so that the landing page maintained a strong correlation with the traffic content. As a result, the bounce rate was reduced by more than 15%, and the conversion rate of air ticket purchases driven from this channel was also improved. —— Product purchase conversion case

(2) Page clarity optimization

Content and design are the two primary aspects that affect clarity , so we need to optimize the landing page information hierarchy, visual flow, pictures, copywriting, CTA (user call to action), etc.

For example: the landing page of a certain Internet finance platform.

After analysis, it was found that the original version had many problems with lack of clarity, such as the poor readability of the CTA and the defects in the graphic layout that interrupted the visual flow.

The optimization solution improves the visual flow of potential users on the page. The left-right structure of the product is adjusted to an upper-lower structure, the product name is weakened, the "yield" that users are most attracted to when purchasing financial products is strengthened, and the CTA button is enlarged and highlighted to attract user attention.

In the end, the conversion rate of the optimized version was significantly higher than the former one.

So we need to examine whether the page clearly expresses your value proposition or CTA. Content clarity requires ensuring that images and text are paired so that the audience spends the least amount of time understanding. Images and text complement each other, interacting with each other to enhance the value proposition and guide potential users to the corresponding CTA.

How to improve completion?

(1) Reduce distractions.

Reduce the number of elements on the page that distract users from the main value proposition information and user calls to action.

When we design, we are often asked a question: Why do you use this element in the design? Sometimes, in order to make the picture fuller, designers use some elements for no apparent reason, which makes the picture even more cumbersome. In the design industry, it is easier to add than to subtract. Some designs may look simple but they can actually reflect a designer's skills.

Therefore, we should simplify the content and design , and focus on user experience : do not burden users with operations, reduce the steps that make users wait and think, especially for some important and complex functions, such as filling out registration information forms, payment processes, etc. Simplification is one of the effective ways to reduce user churn.

(2) Reduce anxiety.

Anxiety can be understood as whether there are factors that hinder conversion, such as what issues users will be concerned about during the conversion process, and whether they are afraid of privacy leaks? The product is not easy to use? Website loading slow? Lots of steps to complete? Don’t trust brands and payments?

Therefore, we need to improve the usability and ease of use of the product, reduce user effort, and increase credit endorsement to gain user trust.

For example, an airline’s SMS link landing page. After you book a ticket, you will receive a SMS notification that the ticket has been issued. You can see your flight information on the landing page and choose to add value-added service products, such as purchasing baggage allowance or meals. Before you purchase value-added services, you need to go through two steps to verify your information. If the system can identify the mobile phone number of the device that opens the short link as the mobile phone number of the person who made the reservation, these two steps can be reduced.

On the one hand, this reduces the effort required by users to complete the entire operation, and on the other hand, it eliminates the user's doubts about whether they already have an account.

(3) Create a sense of urgency.

The sense of urgency is reflected in creating timeliness and scarcity , and is expressed in the form of limited time or limited quantity. So let us guess, which one has a stronger sense of urgency, limited time or limited quantity?

The answer is: limited quantity is better than limited time.

Research has found that consumers have stronger impulse purchases when quantity restrictions are imposed. This may be because when consumers find themselves competing with others for the same product, they will have stronger behavioral motivations, thereby giving the product a higher purchase value and forming a stronger impulse willingness. Moreover, quantity restrictions mean that the number of products is limited and only a certain number of people can own them. Quantity restrictions can make consumers want to be different from others. They will have a stronger psychological ownership of quantity restrictions for the sake of the "feeling of being different."

Event countdown, through content design, we can enhance the sense of urgency of potential users. For example, limited offers, seasonal reminders, and even the tone of your ad copy can influence their sense of urgency.

The above analysis combines the six optimization rules in the LIFT model. However, the rules are not independent of each other, but complement each other. If you can make good use of these rules in optimizing landing pages, you will get twice the result with half the effort.

1. User matching

It is found in practice that the conversion rate of landing pages that match the user characteristics of the delivery channel is very high. So how to measure whether the landing page matches the users of the delivery channel? How to optimize the conversion rate of the landing page?

The landing page is the starting point for users to come into contact with the product. Users from different channels enter the landing page, and user conversion rates vary due to different channels and user characteristics. For example: users from Baidu and 360 have different conversion rates after entering the official website, because the characteristics and needs of users from different channels are different. Therefore, we often make corresponding plans for users from different backgrounds, such as different advertising media, different advertising sources, different cities or regions, so as to provide different landing pages for each segmented group of people.

We can also use big data to label and group users according to their behavior and have an understanding of the characteristics of each user group. Sort out the core behaviors of users, set weights for each page visited by users in the process, establish user purchase intention indicators, distinguish user values, understand the purchasing preferences of users at different levels, and conduct group operations, thereby continuously promoting the improvement of conversion rate.

Summarize

Landing pages are an important part of traffic conversion. Before designing and optimizing, we should first understand the characteristics of the user groups that generate traffic, think about the business goals and user goals of the page, and then the designer will translate them into design strategies. We should plan and design based on the LIFT model, understand the factors that affect the landing page, and continuously optimize and iterate through A/B testing. We believe that quantitative changes will eventually lead to qualitative changes.

I hope my simple understanding can bring you some small benefits. If you have different suggestions and opinions, please discuss them~

Source: Emery (emery5858)