How should the landing page be designed during the information flow delivery process?

Before I start this article, I want to ask you a question: " How many people promote bidding landing pages as information flow landing pages ? "

This is a big misunderstanding! Because the target groups of the two promotion channels are different.

Bidding is to place keywords , mainly to acquire the target audience; while information flow is crowd-targeted, mainly to acquire potential and intended audiences .

Marketing is the process of obtaining traffic , so everything should be based on traffic demand rather than taking it for granted.

So~ Today, Rabbit will talk about: How should we design the landing page during the information flow delivery process?

Now that we are learning to design an information flow landing page, we must first clarify:

• What kind of people do we want to reach?
• What type of landing page do we need to design?

The purpose of a landing page is to carry traffic, so we must do everything possible to meet the needs of users!

For example, if I want to acquire potential customers , we can design a branded landing page and use the known information of users to acquire their favorability, so as to achieve conversion .

For example, if I want to acquire potential customers , we can design a promotional landing page , use discounts to stimulate user demand, and obtain leads.

The pages corresponding to different groups of people are different. If you want to design a high-conversion page, you must first clarify the group of people you want to reach, and then design the page based on the group.

Branded landing pages are designed to enhance brand awareness. The page display mainly focuses on highlighting the brand’s own strength, such as brand advantages, preferential policies, etc.

For example, the picture below is a brand-type landing page.

The main target group of brand landing pages is the intended group.

Target group: those who have a certain understanding of the product itself and have a certain degree of intention towards the brand.

For this type of people, the landing page usually focuses on promoting the brand and guiding conversions. By establishing brand reputation and market influence, it further gains the trust of users and thus generates conversions.

During the design process, it is recommended that the first screen can be used to highlight the brand, the second screen for its own advantages, the third screen for product introduction, and the fourth screen for case support.

Promotional landing pages are generally designed to boost conversions. Most of the page displays are in the form of discounts + hot products , which are combined with promotional activities and conversion tools to promote user conversion.

As shown below. By offering a 50-yuan course, we can stimulate users to quickly convert.

Generally speaking, promotional landing pages are mainly aimed at potential groups and target groups.

Potential population: This group of people often do not have a clear intention to buy. The landing page can be designed to focus on promotion and exposure, and stimulate demand through certain discounts.

Target group: This group of people often have a certain understanding of the product itself and the brand. At this point, we only need to increase their awareness and favorability of the product through a certain amount of exposure, and then stimulate conversion through discounts.

The above two groups of people may use more marketing tactics in landing page design to quickly stimulate users and obtain leads.

The main purpose of an exposure-type landing page is to use marketing hotspots that match the product to increase exposure, on the one hand to attract traffic to the product, and on the other hand to increase user awareness and favorability of the product through high-frequency exposure.

As shown below. By using World Cup predictions, we not only attract interested people, but also increase product exposure.

Usually, the main target groups of exposure landing pages are potential groups and target groups .

Potential audience: They usually have no clear intention to buy, so the design can increase user favorability through a certain amount of exposure, and use promotions to further amplify the effect of the landing page.

Target group: refers to those users who have already paid attention to this brand and this product. What we need to do is to maintain a certain level of friendliness with users through exposure.

Conversion-oriented landing pages are mainly aimed at conversion. By setting up marketing routines and adding promotional plans, we can maximize user conversion.

As shown below. Encourage users to fill in leads through the herd effect, discounts, etc.

Usually, the main target groups of conversion landing pages are: intended groups and target groups . The design method and techniques of this page are similar to those of the bidding landing page. Both are aimed at conversion, and the target audience must have a certain level of awareness of the product.

Therefore, regarding this type of landing page, we can refer to the design techniques of bidding landing pages.

Tuzi has interviewed many optimizers, but many of them said they had no idea how to optimize landing pages. But in fact, as long as we understand the real core point of the page, " user ", it will not be so painful.

In the process of optimizing the page, we can completely imagine it as flirting with girls. The information flow is mainly targeted, which means that we can control the crowd. At this time, you can regard each type of people as each type of beauty.

If you want this girl to be your partner, then you have to cater to her preferences. If she likes flowers, then you can send her flowers every day. If she likes reading, then you can act more literary. If she likes basketball, then you can take her to watch the NBA.

In a word, it is to determine the type of landing page based on the target audience, and determine the main content and conversion method based on the type .

The author of this article is @兔子. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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