Whether your account performance can achieve high conversion depends on these 3 points!

I know that what everyone cares about most is the conversion effect, so are you willing to waste this hope?

Usually, there are many factors that lead to poor performance of an account, such as:

The targeting method is incorrect, users have low acceptance of the product, or it is the off-season, etc.

But it is undeniable that a high-quality, high-configuration landing page will indeed greatly improve conversions.

So, I, the golden rabbit, specially interviewed many optimizers with many years of optimization experience and summarized this article.

First, let’s take a look at what conditions a high-conversion landing page should have?

▲ A beautiful, grand, and eye-catching header image;

▲ The lower content matches the header image;

▲ The content of the entire landing page guides logical coherence.

Now that the design focus is clear, the next step is to respond accordingly.

If we want to design an eye-catching header image, we need to know what elements it contains.

In general, it can be divided into the following points:

Research shows that the eyes react fastest to color. Usually, we can analyze the main color tone based on the attributes of the crowd, industry, etc.

The overall design of the picture has the greatest impact on users. Different groups of people may prefer different styles. It is recommended to design according to product characteristics and group attributes.

If the header image is purely attractive, then it can only be said that it is a failed image. The header image should also be able to quickly convey information to the user:

▲ What do I do?

▲ What can I bring to you?

That is, for the copywriting design of the header image, we must be attractive enough, highlight the theme, and express the selling point.

The logo is an indispensable element.

Here, Jintu analyzes several commonly used first picture cases to help you understand ~

• Home Case

The biggest feature of home furnishing is "love and warmth". The picture below uses a warm family photo to create an emotional experience for users.

Generally, most people who buy home furnishings are women, so the main color is the extremely saturated orange. Orange is a warm color, which not only conforms to the user's aesthetic taste, but also stands out in the copy.

• Automotive Industry

The overall black color gives people a cool and high-end feeling, which is more in line with the positioning of male users;

And based on user attributes, we determine the selling points, highlight the prices, and use low prices to attract users; and use red and white to create a contrast in the text so that users can see it at a glance.

• Car wash investment project

In this type of industry, the main population is generally men, so the overall main colors are black and gold;

In terms of copywriting, it also fits the tone of investment, highlights scarcity, and introduces the concept of environmental protection. On the one hand, it highlights the advantages of our own products, and on the other hand, it arouses user curiosity.

• Ticketing Exhibition

In industries like this, the population is relatively broad, but it is more concentrated in teenagers; and in terms of product features, there is nothing outstanding; so we can just highlight the sense of design in the picture.

For landing pages, in addition to the header image to attract users, we also need to pay attention to the relevance of the header image to other images, as well as the overall logic of the landing page.

Usually, when users consume products, they will form a series of psychological activities, and the role of the landing page is to help users complete these psychological activities, which is what we call the logical relationship of the landing page.

For the information flow population, it may be divided into three categories: " potential population, intended population, and target population ", and the logical structure of the landing page for different populations is different.

▲ Potential groups: attract users—generate interest—generate trust—leave clues.

▲ Target audience: Attract users—Deepen purchase intention—Generate trust—Preferential treatment—Leave clues

▲ Target group: attract users—hit pain points—generate trust—leave clues.

In this era where appearance is everything, there are only two requirements for designing a high-conversion landing page:

▲ The pictures are pleasing to the eye

▲ The copywriting hits the pain points

An eye-catching header image helps us attract users to scroll down; a set of pleasing pictures helps us reduce the bounce rate; and the copywriting that touches people’s pain points makes each picture come alive and creates a connection between users and products…