The landing page conversion rate is low, and 90% of the traffic is wasted?

How do you design your landing pages?

In bidding, users all have certain purposes, so when designing a landing page, we only need to meet user needs and form conversions as quickly as possible; but in the information flow , users are unconsciously exposed to advertisements. In this case, how do we decide the direction and form of the landing page design?

Therefore, we need to clarify " what the landing page wants to achieve " before designing the landing page.

Only when we have a clear goal can we determine the direction of the information flow page.

Generally, landing page goals can be divided into three categories:

1. Who am I - Brand promotion : Let visitors know our brand and leave a deep impression.

1. What I do - Guide attention: Let visitors know and understand our products and generate interest.
2. What can I bring to you - product conversion: do everything possible to obtain contact information and force sales.

Different goals will naturally result in different page presentations.

Brand promotion, in simple terms, is to let users know and understand us.

In this era of information explosion, if you want users to remember you, you must appear in front of them as many times as possible to deepen their memory.

For brand promotion, we design the content of the landing page to be based on the brand, guiding users to search further and gain more exposure.

Usually, it appears on the landing page in the following forms: Q&A, forums , and promotional pages.

In terms of content form, brand LOGO is necessary information. At the same time, we can also achieve the purpose of brand promotion by creating a character, a word, or a sentence.

For example, Mafengwo advertising is a typical brand promotion. By creating a sentence " Why should you go to Mafengwo before traveling ", we promote the brand, deepen users' memory and guide them to search further.

Another example is Chen Ou , " I am Chen Ou, I represent myself ." Even if a straight man sees Chen Ou, he will know Jumei Youpin and will know to buy cosmetics from Jumei Youpin.

For information flow users, they are not as goal-oriented as bidding users, so it is difficult to convert potential users with just a few screens of pictures and texts.

So, we can let her pay attention to the product first, then slowly become familiar with the product, and finally form a conversion.

For example, when a woman is browsing her Moments , she sees an advertisement for “dressing courses”. What do you think the chances of conversion are? Very low, right.

Then we might as well try another approach and let her follow the official account , as shown below. By continuously delivering valuable information and gaining trust, conversion becomes a natural process.

For the landing page that guides attention, our goal is to arouse users' interest and guide them to follow public accounts, Weibo, add WeChat, join groups, etc.

Usually it appears on the landing page in the form of success stories and soft articles.

Take soft articles as an example. It is usually narrated in the first person, with pictures and text, to create resonance with users through experience, and finally introduce the product, guide user attention, gather users, and then slowly convert them.

As shown below.

Direct conversion is also a form of information flow landing page design, but it is more suitable for products with high brand awareness and a wide audience.

For example, e-commerce products, New Oriental, Taobao , etc.

For the landing page of product conversion, our goal is to make users convert; therefore, most of the landing page designs are: event promotion page, product introduction page .

In terms of content, it mainly uses four forms, including "forms, consultation boxes, telephone calls, and direct orders" to obtain user leads and then force orders.

The main purpose is to obtain user contact information and force orders.

It is recommended that when designing a form, we can design one below the first screen and at the end of the page to maximize user memory.

I classify consultation and phone calls into the same category, as both are ways to contact customer service.

Generally speaking, our landing pages have at least three conversion methods: consultation, phone call, and form. But in fact, the mobile phone screen is so small that basically two routines are enough.

Then we can think about this: Is it possible to remove the consultation?

In fact, consultation is not as important as we think. For example, for a certain product, the number of consultations per day is only about 5, and basically one transaction is completed for every 30 consultations. So these products with low consultation rate and low transaction rate can be directly eliminated.

Most products are universal. As long as the conversion rate of users coming through the consulting source is very low, you can consider replacing it.

Direct ordering is more suitable for e-commerce products. You only need to provide details like Taobao and explain the product clearly.

For promotion channels like information flow where user intentions are relatively mixed, we must first understand " what my purpose is " before we want users to convert. Find the target audience through purpose, determine the targeting method, and design the landing page.