Why do I spend money on information flow promotion but get no conversion?

" Why do you give me hope but let me down ?"

You clicked on my ad and filled out my form, but you didn’t convert ! I guess this is a pain point for many optimizers.

With the number of daily active users of Douyin exceeding 120 million, the information flow has been pushed to a certain level. As a result, many bidders switched careers to embrace information flow by relying on their own advantages in bidding.

But the result is often "poor conversion". The targeting, creativity, and page are obviously all fine, but users just don’t convert after filling out the form .

In fact, "If you have worked in bidding, there will be no problem in switching to information flow" is itself a big wrong idea.

The information flow may seem like just a promotion on a different platform, but it is different in terms of the crowds, channels , and scenarios.

• Bidding is mainly used to acquire target groups, and the conversion is fast, accurate and ruthless;
• The information flow is mainly aimed at the general population, and the conversion should be slow, accurate and stable.

If your conversion method is wrong from the beginning, how can you expect users to convert?

The so-called winning strategy is especially true when it comes to information flow. Here, I will share with you a set of user conversion processes. Let’s follow my thoughts and read on.

Information flow users are different from bidding users. Even if they fill out the form, their demand for products is extremely low.

Therefore, we need to group the clues about information flow separately and give them to customer service so that they can be treated differently !

And make it clear through which channel and which creative idea the user was converted, first simply analyze the user's needs and prepare for the next step of speech!

It is necessary to develop separate telephone communication scripts for the information flow platform! Because although users fill out forms, their product needs and intentions are different.

In the early stage , we can formulate scripts based on the user's entry scenario to test the intensity of the user's demand for the product.

For example, if the user clicks in through Toutiao , then we can basically infer that the user's income and education levels are relatively low; then we can check whether the user clicks in through an idea in a certain plan. If the idea is "spare an hour every day to let you easily say goodbye to a fixed salary", then we can infer that the user is eager to achieve free income.

With the basic user portrait of "low income level, low education level, and desire for free income", based on these points, can we insert product advantages into the formulation of sales pitch?

Once the conversation is finalized, you can have initial communication with the user!

It is recommended to understand the user's information as comprehensively as possible when communicating with the user for the first time.

Such as: the user’s real needs, purchasing power, interests and hobbies, long-term attention, life stage, etc., because these are the key to our next communication.

After in-depth communication, we can divide users into "high-intent users" and "low-intent users".

High-intent users : Further modify and improve the words based on the information obtained from the initial communication to prepare for the next step.

Low-intent users : For low-intent users, too many calls will cause users to be disgusted. At this point, we can guide users to WeChat or groups, and public accounts that continuously produce content are better.

After distinguishing users with different levels of intention, we can carry out targeted conversion.

• Target high-intent users

Usually this type of user already has a clear demand for the product, and we just need to give them a motivation.

At this time, you can take advantage of human nature such as following the crowd, pursuing profit, greed, and taking advantage to stimulate users' emotional consumption, thereby prompting transactions.

• Targeting low-intent users

For low-intent users, we need to be prepared for a protracted war. By directing them to WeChat or groups and using intentional active content, we can gradually increase users' trust in the product and then further convert them.

For example, you can post some success stories or screenshots of positive reviews in your circle of friends .

For some optimizers, conversion is always difficult to understand. In fact, conversion is nothing more than a process of understanding the real needs of users and prescribing the right medicine.

As for the promotion of general information flow, we must always be clear about the user's intention level, is it high intention or low intention? Then formulate strategies based on the different levels of intention.

This article was compiled and published by @兔子 (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games