6 ways to increase the conversion rate of promotion pages by 30 times!

I once worked for an online education company. The landing page we created for it at that time was 16 pages long. Through the data, we found that the user retention rate of the last 1 page was 13%. This proves that the content was well planned and users were interested, but they just didn’t sign up. What was the reason?

At that time, there were only three buttons to trigger registration. We suggested adding enough buttons to guide users to register, but the client said that for brand considerations, he did not want to add too many registration buttons. This is a typical case of intermediate movement going awry.

Jack Ma once said, "Only with refined process control can success be replicated." When it comes to improving conversion rates , this means that each step of the conversion must be precise and executed firmly, otherwise the end result will not be good.

Next, we will divide it into three sections to talk about how to improve marketing conversion rate:

First, the whole process from exposure to transaction is disassembled

Second, the “six elements” that make users place orders

Third, examples and precautions for using the "six elements"

When a company places ads online, it must first select channels , implement displays, and then wait for users to view them, thus establishing relationships.

Main reason: The web page opens too slowly. Generally speaking, if the webpage is open for more than three seconds, normal users will simply close the webpage and leave.

►Case analysis: How to achieve ROI of 102 for children’s Go school?

Next, we will use a case study to analyze how to optimize each indicator in the user purchasing process to improve the overall conversion rate.

These indicators are: interest rate, appointment rate, attendance rate and on-site transaction rate. Only by improving the conversion rate of each step can the final conversion rate be greatly improved.

I used to be in charge of a Go training program for children aged 4-6. Before I took charge, the recruitment method was to have someone carry a chess board and go out to recruit students. On average, one in 20 people would stay and listen to you say a few words, which meant the interest rate was 5%. In the end, 1/3 would leave a number, and about 1/3 would come for a trial class. In the end, the number of people who made a purchase could reach 50% when things were going well.

This is a good number in a traditional sense, but I think there is still a lot of room for improvement.

So I suggested to my boss to invest in Baidu, but he felt it would not be effective. I just asked a question, since Baidu is ineffective, why do competitors still advertise on Baidu every day? The answer is very simple, investing in Baidu is effective and you will make money.

The reason why people think that investing in Baidu is ineffective is that they have not understood the business rules of Baidu's investment and have not used Baidu's investment tools to the fullest extent. The boss finally agreed, so I started to use my own methods to improve the conversion rate of each item, and the final data was as follows:

The interest of users from opening the page to initiating consultation and filling out the form increased from 5% to 33%; then, through the adjustment of the wording, the conversion rate of users willing to make an appointment for a trial class after the consultation increased from 33% to 74%; and through the transformation of the process, the user attendance rate increased from 33% to 80%. The main factor affecting the transaction rate in the last step is the quality of the trial class, so it is still around 50%.

The overall conversion rate is more than 30 times different. How did they do it? There are several aspects:

1. Understand every reason why users leave

First of all, one thing that needs to be made clear is that the overall conversion rate is the result of multiplying N conversion rates, but many companies do not test the data at each point, so naturally they do not know which step caused the loss of users. By analyzing the data , I can think about where the users are leaving and whether the reason is that they are not interested, or they are interested but my content is expressed in the wrong way, causing them to leave.

After finding out the cause, optimize it step by step and improve the conversion rate of each step. The final conversion rate will increase exponentially.

2. Optimize SOP to promote overall conversion rate

1) How to increase attendance rate from 33% to 80%?

It’s still the same logic. Let’s first analyze the reasons why users don’t come to the trial class.

Through investigation, there are three main reasons:

• The value is not communicated enough, and customers feel that learning Go is not important and want to rest at home on weekends. This is normal.
• The client forgot about the trial class and got busy with other things.
• There was a traffic jam on the way here, and I calculated that I would be more than 20 minutes late, so I didn't come.

Now that the cause has been found, the next step is to find a solution.

First, optimize the words to convey the significance and value of learning Go;

Second, remind users to attend the trial class in advance to solve the problem of users forgetting to attend the class;

The third is to solve the embarrassment of users being late. Before class, for example, at 9 o'clock, we call to ask the customer whether he has set off and convey the message that we will wait for him.

Therefore, to improve conversion rate, you cannot let things happen naturally, you need to optimize these stages.

2) How to increase the reservation rate from 33% to 74%?

First of all, let’s find the reason: why do parents want their children to learn Go?

The answers vary, but when I did research later, I found that the main reason parents let their children learn Go was not to cultivate their children's logical thinking ability, but to improve their children's attention.

For example, when a customer asks about price, especially when the price is much higher than that of your competitors, how should you answer? Take the children’s Go project that I manage as an example.

If you just mention the price, there will be basically no next step, because:

1. Don’t look at the value, just look at the price. Our price is much higher than that of our peers.

2. Customers who ask about prices directly are inquiring customers. The correct approach at this time is not to talk about the price. Instead:

Step 1: Provide multiple options and avoid major issues.

Parent: How much do you want?

Pre-sales customer service: Hello, parents! We have beginner, intermediate and advanced classes, as well as 3-month, 6-month, 1-year and 3-year courses. The final price will be determined based on which class your child is suitable for.

Step 2: Filter your target audience with easy-to-answer questions

Pre-sales customer service: How old is your child?

Parent: X years old (If the child meets the school-age requirement of 4-6 years old, continue to ask the following questions. If not, just say it is not suitable. If the child is under 4 years old, write down the child’s age and parent number and record it in the system. We will contact the parents 2 weeks before the school-age requirement. If the child is over 6 years old, we will say that he is not suitable for our class and politely reject him.

The reason why we ask age in the second step is to quickly determine whether the customer is the target customer. If the customer is not the target customer, we will quickly resolve the issue by hanging up and answering another call. The number of pre-sales customers is limited, so we need to leave time for target customers.

Step 3: Go through all possible situations + stimulate corresponding pain points

Pre-sales customer service: Is it a boy or a girl?

Situation 1:

Parents: Boy

Pre-sales customer service: Is the personality lively and active or mature and stable?

Case 2:

Parent: Girl

Pre-sales consultation question: Is the personality lively and active or quiet?

Situation 1.1,

Parents: Boys are lively and active.

Pre-sales customer service: Hello, parents! We have 12 campuses in Beijing. The largest campus is the Liubaiben Campus in Wangjing, which has more than 1,000 children. Most parents send their children here to learn Go because their children are too active and noisy and have difficulty concentrating. We all know that if a child cannot concentrate, he will not be able to learn anything and may become a useless person in the future. I heard from my child’s kindergarten teacher or some educational experts and friends that learning Go can improve concentration, so I sent my child to learn Go to train his concentration.

Situation 2.2

Parent: Girls tend to be quiet

Pre-sales customer service: Do you remember when you were in high school, did the boys in your class generally perform better than the girls in studying space solid geometry and permutations and combinations?

It is a fact that most girls have worse spatial imagination and logical reasoning than boys. Now I have a daughter, and she will have to learn permutations and combinations and spatial geometry when she goes to high school. Do you think parents should spend money to send their children to learn to solve this problem now, or wait until the child goes to high school in the future? The child will suffer, and the parents will suffer too (tutoring children with math problems is also a painful thing)

So by simulating all the situations, you can answer whatever the customer asks and stimulate the pain points + convey the value of the product/service, and your appointment rate will definitely be much higher.

This is why the Go project online marketing team was able to increase the appointment rate from 33% to 74% after optimizing their sales pitch.

Details determine success or failure. Not only is the devil in the details, but there is also a lot of money, all money.

I did a small survey before and found that the shopping process for women buying clothes on Tmall or Taobao is long and complicated. First I look at what I like, then I click to see the product details. After reading, I basically read 8 pages of reviews, and then I see if there are any negative reviews . If I can accept them, I will place an order. Some people will also check to see if there are any coupons, or contact customer service to see if they can get a discount.

These are all normal user purchasing behaviors.

Then we can think about these behaviors in reverse, that is, why users choose to buy from this store instead of another one.

There are many answers, but they can be summarized as follows:

Think about it, we all need reasons to buy when we shop, so take a look at your product pages, have you shown the reasons to your customers? If you don’t have these, why should customers buy from you?

Looking back at the three stages of a customer placing an order, the most difficult part of the entire transaction is building trust.

So how should we control these three stages and allow customers to place orders quickly? There are six elements that need to be controlled, namely:

The first step to arouse customers' interest is called reciprocity, not discount. For example, sometimes when you go out to eat, no one wants the coupons that the merchant gives out, because it is not a mutual discount.

There are three steps to building trust. The first is commitment and consistency . This is a very important step in building trust, but also relatively difficult. I will explain it in detail later. The second is authority , because the previous commitments and consistency have established a slight trust with customers, but it is not enough, so authority is needed to increase the trust, such as inviting celebrities to endorse, making some well-known inspection reports, etc. Finally, authority is not enough, so social recognition is needed. This is the highest level of trust. For example, when buying something, most people will choose the one with the highest sales volume or the one with no negative reviews.

Finally, it comes to the ordering stage. At this step, the customer still does not place the order. There are two reasons: no purchasing power; no demand and no rush. We say that if there is no demand, we basically don't need to care about it. But when faced with customers who have no demand, are not in a hurry but like the product, we need to create scarcity to make them anxious and place an order.

►Case analysis: How to create commitment and consistency in weight loss products to build customer trust?

The most difficult of the six elements is commitment and consistency. Next, we will use a case study of weight loss pills to analyze the specific operation methods.

If a company develops a very effective weight loss drug that can help a person lose weight from 160 catties to 130 catties in 60 days, as the company's CMO, how would you formulate a marketing strategy and create a product details page to convince consumers that this drug really has this effect?

Generally speaking, there are four types of thoughts:

After seeing the advertisements above, do you believe that this diet pill can really help you reduce weight from 160 catties to 130 catties in 60 days?

Even if you find a doctor to endorse it, most people still don't believe it.

Another question: Do you believe in science? I think basically everyone believes it.

Then we follow the idea of ​​the third advertisement above and find the best hospital in China: Peking Union Medical College Hospital, make an appointment for a special number (doctors in special number hospitals are better than expert doctors, and some are academic masters) and ask the doctor how to lose weight. The doctor said: Losing weight is also very simple. Our Chinese Academy of Sciences and the American Academy of Sciences have jointly developed a drug that has been certified by the US FDA and the China Food and Drug Administration. It has no side effects. If you are too lazy to move, you don't have to move. If you really can't control yourself, you can eat whatever you want and you will still lose weight. Just record the whole process and then post the comparison pictures before and after weight loss.

First of all, we found the most authoritative hospitals and doctors to prove the efficacy of the medicine. It can be said to be very scientific, but such advertisements are still hard to believe.

Why?

Because we believe in science on the surface, but deep down we believe in intuition more. The primitive human brain has a higher voice than the rational brain that evolves after birth. Therefore, to achieve commitment and consistency, a commitment must be made in the previous text, and then the subsequent text should make common sense and acceptable safeguards for achieving the commitment and add successful cases. Why can't consumers be convinced even if a doctor from Peking Union Medical College Hospital is invited to provide proof? It's because it doesn't make sense to lose weight by just stopping eating and moving your legs, not to mention eating whatever you want without moving, so consumers don't believe it. In addition, the success stories must be placed at the end. If they are placed at the front, consumers will think that they are fabricated and they will not believe them.

This is what it takes to gain a little trust from consumers: commitment and a consistent approach to implementation. There is not enough time today, so I will focus on the most difficult of the six elements, commitment and consistency, and will not explain the other elements one by one.

In general, there are six elements that make users place orders. First, reciprocity is to stimulate interest, commitment and consistency are to generate a slight degree of trust, authority is to convey trust, social recognition is to make consumers choose me actively, preferences are to keep consumers away from pain, and scarcity is to close deals. This actually reviews the entire user purchasing behavior logic.

Everyone can check if there is anything missing on the details page of their product and add it in.

Finally, let’s talk about how to use the “six elements” and what precautions to take.

Example: How to make an unknown school look great?

This school is an American university called Sophia University. It has strong professional strength but is not well-known.

So the first thing to do is to find a point that can arouse the customers’ interest. I originally wanted to start with the history of the school, but it was only established for 40 years.

Next, let's start with the differences between American and Chinese universities. The project team said there are three main differences:

First, Chinese university certificates are stamped, while American certificates are signed;

Second, domestic graduates receive two certificates, a degree certificate and a diploma certificate, while in the United States, there is only one certificate.

Third, the vast majority of universities in China are directly under the jurisdiction of the Ministry of Education, while universities in the United States are under the jurisdiction of the Eastern, Western, and Central Education Alliances. Sophia University is under the jurisdiction of the Western Education Alliance, and this school is across from Stanford University.

From these three different points, two points with large traffic are pulled out. That is, this school is adjacent to Stanford University, and it is under the jurisdiction of the Western Education Alliance together with California Institute of Technology, the United States Air Force Academy and the University of Washington. These awesome schools can bring traffic and credibility to the unknown Sofia University.

Note 1: Do a good job of traffic acceptance

Let me share another thing to explain how to handle the traffic, which is the following two posters:

The picture above is a promotional poster for a course I participated in before. This course invited many great people to teach, and the model was one teacher’s class per month.

First of all, the first version of the first poster is not attractive enough. For example, Mr. Feng Weidong, an expert in positioning theory and practice, was introduced in the first edition as: CEO of Tiantu Capital. However, Tiantu Capital is not well-known enough in the general public at present, and it is not known that it has invested in well-known consumer brands such as Zhou Hei Ya and Nayuki Tea . For ordinary people, Zhou Hei Ya may be more well-known, so I suggest changing Mr. Feng Weidong’s profile from CEO of Tiantu Capital to investor of Zhou Hei Ya and Nayuki Tea, so that it can be linked to things that everyone is familiar with.

Later, the course leader made individual posters for each teacher, which is the one on the right, and the teachers also cooperated and forwarded it. But the problem is that friends who scan my code are definitely interested in my course, and what they see when they enter is all the content of the course. In the front is the teacher who has finished teaching, and they need to scroll through several screens to find my course, and it hasn’t started yet, so most people who come in will choose to leave directly.

This is because the work of handling traffic was not done well. After sending out the poster, you should think in advance about what the user will want to see if he scans it, and present what he wants to see.

Note 2: Use the MAT model: motivation-ability-trigger

Recently, Tencent gave the world’s number one advertising space to Weishi , but the effect was not good. What is the reason?

Because Weishi is unfamiliar to the general public, even if it is placed in the best advertising position, most people rarely click on it, because I don’t know what you are and why they should click on it. Even if they click on it, they will directly jump to the app store to download it. Ordinary users are not working in the Internet industry and do not have that much traffic every month. I don’t know what you do and will not spend traffic to download it.

A better approach is to follow the MAT model. When the user clicks in, a page should pop up to tell the user what Weishi is and what can be done with Weishi. Then set up multiple mobile phone models for users to choose from, and then jump to the application store of each mobile phone model to download. If you design the download capabilities and triggers in advance, the download volume will be much better.

Only by improving the conversion rate of each step can the final conversion rate be greatly improved. So everyone go back and analyze your own products. From advertising exposure or offline stores, how many steps are there from customers seeing your ads or stores to placing an order? See where there is room for optimization. Implement each step and the conversion rate will naturally go up. The second is to make use of the six factors to control a person’s consumption process.

Source: CMO Training Camp (ID: CMOxunlianying)