To improve the conversion rate of promotion landing pages, there are five essential elements...

The landing page is the first impression that consumers have of your business. According to Princeton psychology research, the speed of forming a first impression is as short as one tenth of a second, but the first impression plays a crucial role in whether a customer becomes a customer. At the same time, Google found in 2015 before the "mobilegedden" algorithm update that 75% of people would give up browsing the web after 5 seconds and 46% would never come back. In today's fragmented and elusive user attention, how can we improve the conversion rate of landing pages?

Marketing is about: finding the right people, having the right conversations, and looking at the right pages.

Before planning a landing page , you must understand the type of people your advertisement will be served to . A decoration user who takes price as the main decision-making factor will not pay for your company's rich design styles. He will only consider the diversity of decoration styles as a plus point in making a decision as long as the price is within an acceptable range.

For the same page, people with different traffic sources will have completely different heat map performances on the page. Users will only pay attention to what they are interested in.

So the question is, how to improve the conversion rate for users with different traffic sources?

I personally think this is a good method: after determining the target group of the product, based on the research of this group, find out the most representative factors in the user decision-making process, and then set up pages with different focuses.

The question is, what is the definition of conversion? What is the promotion goal of the landing page you planned and what do you want consumers to do. The easiest conversion targets for different industries are different. For example, the more important conversion target for vocational training is online consultation, followed by forms, because it saves more manpower and costs, and vocational training requires a relatively longer decision-making cycle.

The promotion goal that loans pay more attention to is: telephone consultation, because the efficiency of users who call is the highest in the loan industry.

What is the method for constructing transformation definitions? I personally think a good way is: don’t change users’ purchasing habits, understand the advantages and disadvantages of your company’s conversion process, and determine the focus accordingly.

If there is no problem with the definition of the conversion goal, this involves the 5 elements of the page planning architecture.

1. Selling point:

Consumers make decisions to promote the realization of one or several consumption goals, which is itself purposeful. Identify the selling points so that users know at the first moment what benefits your product can bring to them or what problems it can solve for them. Because it is difficult for users to spend more attention on information that is irrelevant to them. Identifying the selling point is the beginning of conversion. How can we talk about the follow-up without even starting?

2. Stimulation:

The general model of conversion decision-making is the SOR model, namely "stimulus-individual physiology and psychology-response". This model shows that consumers' conversion behavior is caused by stimulation, which comes from both physiological and psychological factors inside the consumer's body and the external environment. The incentive principle means that you give your visitors temptation by asking them to complete your "conversion goals". Common incentives include: discounts, extra benefits, the ability to earn money, limited time provisions, and limited item rewards.

3. Safety:

Safety means making consumers understand that there is no chance of problems, and even if problems occur, there are ways to solve them, while also providing several reliable solutions. Let consumers use it without any worries.

4. Authority:

All marketing is based on trust, increasing the trust index, objective facts from third parties rather than self-promotion, including honorary qualifications, company size, reports, cooperative brands , years of establishment, etc.

5. Follow the crowd:

Create an atmosphere where others are doing the same. At the same time, show what problems others have solved or what benefits they have gained by doing this. The key to following the crowd is to make visitors believe that many people have really converted. In order to make people believe this, there must be details displayed, or the atmosphere of conformity must be interspersed with the other four elements.

The five elements of the page structure are intertwined with each other, and each screen of the page is not an independent element. Just one screen with the focus on one element. Using text, or design, or the position of elements can have different effects. For most industries, use A/B testing to change one element at a time, using conversion cost and conversion volume as the dimensions for judging good or bad. With the help of heat map tools , optimize the conversion rate according to the user's browsing logic.

Author: Yuan Peng, authorized to be published by Qinggua Media.

Source: Yuan Peng (aiqijun18 )