6,000 clicks, 5 conversions? It’s this influencing factor that’s causing all the trouble!

Do you know what is the ultimate factor affecting conversion in bidding or information flow promotion ?

Xiao A said: Information flow is directional, if users don’t make the right choice, they will make mistakes at every step!

Xiao B said: The landing page can’t even handle the traffic well, so how can we talk about conversion?

Xiao C said: Bidding and information flow is a systematic process, and errors in any factor will affect conversion.

Dear readers, who do you think is right? What are your thoughts?

In fact, whether it is bidding or information flow, traffic is the key to success or failure .

Our promotion is a process of buying traffic. We always follow the traffic: targeting traffic, writing creative ideas, finding materials, designing landing pages, formulating words...

Master the dynamics of traffic, and you master conversions.

We all know that there is a series of processes from the beginning to the conversion of a flow.

For example.

You are a bidder, and recently you suddenly feel that you have reached a bottleneck in promotion, and no matter how you adjust it, the effect is not good.

So you search online for "What to do when bidding promotion encounters a bottleneck?"

At this point, you'll see a series of ads.

Gradually, in order to improve your abilities, you feel the need to sign up for a training course, but you don’t know which brand to sign up for.

So you search online for "bidding training courses"

At this point, you'll see a series of ads.

But with so many brands, which one should you choose? Which course is taught better? Which course service is better? Which course is cheaper?

So you search online for "Which bidding training course is good?"

At this point, you'll see a series of ads.

Eventually, you pick a brand that you're happy with. But I'm still a little hesitant.

So you search online for "How is Zhao Yang's bidding training?"

At this point, you'll see a series of ads.

This is the purchasing behavior process of an ordinary user, and it is also the purchasing behavior process of millions of users.

In different traffic scenarios, the creativity, landing pages, etc. required are different.

Therefore, in promotion, we must be good at classifying traffic.

Confused users

Confusion generally refers to not knowing how life and work are progressing and having no sense of direction.

Here, it mainly refers to: when users encounter a problem, they do not know the cause of the problem and the solution.

For example.

A user discovered that his child had a poor memory, but he didn’t know why or how to solve it.

This is a confused user.

Typically, these users have questions but have no idea what the problem is or how to solve it. That is: confused users have poor understanding of the product.

▲ Solution

It is recommended to solve user questions first, gain a certain degree of goodwill, promote the product, and then come up with the killer "discount" to encourage users to place orders as soon as possible.

For such users, the marketing methods we should adopt are as follows:

• About Creativity

It is recommended to use the "Raising Questions" template. The first half of the sentence hits the user's pain point, and the second half guides the click.

For example, in the picture below, the question "poor memory" is used to resonate with users, and then a solution is given to generate clicks.

• About Landing Page

First: Explain the cause of the phenomenon and resolve the user's doubts;

Second: Propose solutions;

Third: Express product advantages and highlight cases to gain user trust;

Fourth: Offer discounts to encourage orders.

Problem users

Problem users are users who know the cause of the problem but are unsure of the solution.

For example.

A user learned that he had severe acne on his face, which might be caused by endocrine disorders, but he didn't know how to treat it.

This is a problem user.

▲ Solution

Typically, such users are just looking for a solution. Therefore, the page should highlight the product's effect in solving problems rather than telling users the causes of the problems .

For such users, the marketing methods we should adopt are as follows:

• About Creativity

It is recommended to highlight the solution in the creative idea. The basic routine is: the first half of the sentence attracts attention, and the second half guides clicks.

For example, in the picture below, the whole sentence is about regulating endocrine system, which directly hits the user's needs.

• About Landing Page

First: Propose solutions to address users’ concerns;

Second: List the product selling points to attract users’ attention;

Third: highlight the reasons why users buy the product;

Fourth: Highlight the case and obtain the letter

Looking for users

Seeking users represent users who have a clear understanding of their own problems and solutions, but do not yet have a definite direction in product selection.

For example.

A user wants to buy a facial mask. He has determined that he wants a moisturizing effect, but he is not sure which product to buy.

This is a seeking user.

Usually this type of users has the highest conversion rate and the strongest purchasing intention.

▲ Solution

Typically, such users already know the cause of the problem and the answer, but are just not sure which brand to buy.

For such users, the marketing methods we should adopt are as follows:

• About Creativity

An “Emergency Notification” template is recommended. When people browse information, they will selectively click and filter, but only when the content is sent in the form of "notifications, reminders", the opening rate will be very high.

For example.

▲Beijing office workers only need 2,999 yuan to take the self-taught undergraduate exam.

▲ Attention, office workers! Now you can get an undergraduate degree in Beijing for only 2,999 yuan.

The first one uses direct description, but it doesn’t trigger much reaction after reading it;

The second point is that users’ attention is more easily captured.

• About Landing Page

First: Analyze user needs and clarify the optimization direction;

Second: List the product selling points according to user needs;

Third: Use comparison, what are your advantages compared with other products?

Fourth: highlight the effects of the product after use;

Fifth: Highlight the case and gain trust.

Comparative users

Comparative users refer to users who have already determined the product and just need to compare the products to ensure that the benefits can be maximized.

For example.

A user wants to sign up for bidding training and finds three brands he likes, but he needs to evaluate the teacher strength, course content, and after-sales service of these three brands to ensure that "the money is worth it"!

This is a comparison type of user.

Usually, when choosing a product, most of these users think about "how to maximize the impact of their money." That means buying super super super value products .

▲ Solution

It is recommended to highlight the product's strength to dispel users' doubts. Since the user has included the product in the shortlist, it means that he accepts the product price and understands the product advantages.

For such users, the marketing methods we should adopt are as follows:

• About Creativity

The “Create Scarcity” template is recommended. From the perspective of human nature, the more readily available something is, the less interested we are in it; the more we can’t get it, the more we want it!

For example.

▲ Zhaoyang Bidding Training, the leader in SEM bidding industry.

▲ Zhao Yang bidding training, small class teaching, 40 days to double your performance, only 5 places left

The first idea is more suitable for brand words, while the second idea, which first highlights the benefits and then creates scarcity, is very suitable for users who are making comparisons.

• About Landing Page

First: Highlight the core selling points of the product and tell users what they can get

Second: Raise user pain points and create resonance

Third: List the product selling points

Fourth: Use cases and certificates to highlight brand strength and gain trust

Decision-making landing page

Decision-making generally refers to the process by which users make a decision to purchase a product.

For example.

A user wants to buy a Huawei phone , but is hesitant and dislikes the high price, among other psychological factors.

These are decision-making users.

Generally speaking, this type of user has a very high conversion rate , but is prone to hesitation and takes a long time to make decisions.

▲ Solution

For such users, the marketing methods we should adopt are as follows:

• About Creativity

In terms of creativity, it is recommended to use a “contrast template”. There is a saying that there is no harm without comparison. Users may know that your product is good, but they don’t know how good your product is. This is when the role of comparison comes into play.

For example

▲ Original idea: Estimated return is 7%, you will earn money if you buy it here.

What is a 7% return? Users cannot immediately calculate my profit or feel the value of 7%.

▲ Optimized idea: It is not popular to deposit money in the bank in 2017. The return on investment in this project is as high as 7%!

By comparing the bank's interests with 7%, users can clearly feel the value of their investment projects!

• About Landing Page

First: highlight the intensity of product activities

Second: highlight the product selling points

Third: Make comparisons, highlight product advantages, and further gain trust

The above is my thoughts on marketing methods for different users.

In marketing promotion , users are the soul, but what is more important is every stage that users go through when purchasing products. Promotion is the process of understanding user psychology. Only in this way can we ensure that 9 out of 10 users will make a deal.

Source: Houchang College