Why are the conversion rates of information flow accounts so poor?

Yesterday, I received a message like this in the background of the official account : " Editor, I converted 10 orders with 100,000 yuan. And my average customer price is only 3,000 yuan. "

Obviously, this piece of news attracted my attention. Only 10 orders were converted with 100,000 yuan, and the average order value was relatively low. What kind of person is this!

Then he continued: "Thanks to my boss's appreciation for me, I started to switch from bidding to information flow . I have tried all the mainstream channels , but the results are mediocre. I have also optimized the creative and landing pages several times accordingly. Some channels have achieved different results, while others have not. Moreover, the traffic is extremely inaccurate. "

So I asked him: " What product are you working on? Which group of people are you targeting with your information flow? What is your goal? Are the conversion points for each channel the same? "

After asking around, I found out that he had been using bidding thinking to deliver information flow. Before launching the campaign, I never considered which group of people I wanted to reach, let alone setting different conversion points for different channels based on the population and marketing purposes.

As for information flow, we deliver it based on the population, so we need to understand the needs of each group of people; and different channels have different characteristics and target different populations, so they have different traffic carrying and conversion methods, which are all what we need to pay attention to.

Therefore, it is extremely important to make preparations before launching the information flow!

Due to space constraints, we will mainly analyze the two major modules of "crowd" and "demand" based on actual cases.

As for bidding, if it is not for the purpose of conversion, it is rogue; and as for information flow, if it is not for the purpose of targeting the crowd, it is rogue.

If you want to master information flow, segmenting the population is a compulsory course. Account structure, targeting methods, creative writing, and page conversion are all based on the population.

So what does population analysis mainly analyze? Here, I would like to ask everyone : How many people still remember the nine elements of bidding crowd?

Basically, the information flow population is also analyzed according to the above nine points. But these four categories are the top priorities.

Usually, we can first classify people according to their occupations, and then analyze each group of people.

Take franchise recruitment as an example.

We divide people into six categories based on their occupations: " bosses with side jobs, young couples in the industry, office workers, entrepreneurial college students, hot moms, and veterans ", and then conduct detailed analysis on each category.

For example, as shown in the picture below, with this mind map, there is basically no pressure in orientation.

After clarifying the population classification, the next step is to conduct a needs analysis for each group of people to lay the foundation for the subsequent page loading and conversion channels.

Take veterans as an example.

People like this often do not have any special skills, so their biggest needs are to "solve employment problems" and "solve income sources."

Then in terms of creativity, you can say , "This is the project that really makes money quickly, with 0 cost and 0 fees."

As shown below.

For people like office workers, their income may not be high, but their consumption is greater than their income, and their demands may be more inclined to "make life better" .

Then in terms of creativity, you can say , "I always thought it was expensive to open a milk tea shop, but after seeing this shop, you can open one with a monthly salary of 3,000!"

As shown below.

After clarifying the needs, the next step is to design the page and conversion channel based on the needs.

In fact, as necessary preparations before the release of information flow , crowd-demand-page-conversion are four stages that are not only closely related, but also closely related to the effect of information flow release.

In information flow promotion , the crowd is king, and everything is carried out in stages based on the crowd.

Dear readers, after reading this article, do you know how to analyze your industry?

Get started right away, don’t waste money without any conversions. The picture below is for your reference.

above.