What features should a landing page that sells well during the 618 shopping festival have?

Tmall’s transaction volume on Double Eleven reached 168.2 billion!

Are you envious? If I had that much money, I would be a paramecium from now on!

Let’s get back to the topic. 618 is just a few days away and all major platforms are having big promotions. It is no exaggeration to say that it is another national promotion festival second only to Double Eleven!

Environmental influence + national consumption (herd effect) + marketing routine = conversion 200%+

So the question is, now that we have the environment and nationwide consumption, what about the marketing tactics?

Therefore, on the occasion of 618, Qingguajun specially analyzes several landing page marketing routines for you to help you increase conversion by 200%+.

However, before that, I would like to ask a question: Have you ever thought about under what circumstances users will convert quickly?

Cheap! Hmmm…that’s a food for thought. Besides being cheap?

Maybe you can try anxiety, which is a type of abnormal emotion.

For example, when selling courses, are you selling anxiety?

Now that we have identified the two major factors that stimulate conversion, we can think based on these two points.

Cheap is actually a false proposition. Users like cheap things, but they like “ cheap-looking things ” more.

For example.

• xx sunglasses are 599 yuan.
• The original price of xx sunglasses is 799 yuan, and the current price is 599 yuan.

Although the products have the same price, it is obvious that the latter sells better than the former.

Because users only like " things that look cheap ".

How to do it? There are usually the following points.

That is, the measurement units of the goods will be subdivided and the quotation will be made according to the smallest measurement unit .

The main purpose is to cater to consumers' desire for bargains and make them feel that the prices of goods are cheap.

For example.

Spicy hot pot. The price of meat is 0.2 yuan per gram, but in fact it is 100 yuan per catty; this is just to create a sense of cheapness in the minds of users.

Contrast: Contrast two different or opposite aspects to form a distinct image.

Reference: Referencing two similar objects to form a common concept.

As for the application of these two concepts, xv has already emphasized it in the past two days. Haven't seen it

Limited sales, in other words, hunger marketing.

The simplest chestnut is millet. It is said that those who cannot get what they want are in a turmoil, while those who are favored are fearless.

From a psychological point of view, limited quantities will not only stimulate people to make sales, but also enhance the value of the product in the minds of users.

The suggested techniques for limited sales are: comparative reference + favorable cases + limited sales (stock shortage)

For example.

If a product offers a 50 yuan discount on purchases over 99 yuan, but is sold in limited quantities with only 10 units left, would you inexplicably feel anxious and want to buy it quickly?

Time itself brings us a certain sense of anxiety. We just need to assign certain tasks to time.

For applications like this, it is recommended to place a picture of the rapid flow of time in the middle of the page to make the user's perception of time more intuitive.

For example, see the picture below.

People feel more pain from losses than happiness from gains.

In other words: losing 100 yuan is painful, and picking up 200 yuan is indeed joyful, but it still cannot offset the pain of losing 100 yuan; because then I can have 300 yuan, haha…

Often, we tend to avoid making sacrifices, and even pay a higher price to eliminate or alleviate the pain of loss.

In terms of page design, you can increase the discount on the product and use the comparison reference mentioned above to make the product look very cheap, and then use limited sales or time to increase user anxiety and accelerate user purchasing behavior.

For example, the picture below. By comparing the prices of the two sets, users will also make a loss comparison when purchasing.

Interjections themselves will speed up user behavior. Here, we only need to select some interjections related to conversion, and then add relevant discounts to encourage users to act quickly.

For example: buy it quickly, grab it now, add it to cart quickly, buy it immediately... etc.

The picture below is a 618 design page of Tmall, which uses modal particles to enhance the user experience on the basis of preferential treatment.

Another way to put it is the herd effect.

Everyone is familiar with this theory, so I won’t explain it here.

The behavioral imitation tactic is recommended to be combined with limited sales. First, take advantage of the user’s group thinking to make them feel favorable towards the product, and then use small tricks such as limited sales and inventory shortages to speed up conversions.

According to psychologists, changing the color of the environment can also change people's mental state, thus affecting their behavior.

For example, in the picture below, red is used as the overall tone to stimulate user consumption, and yellow is added, using warm tones to better suit the aesthetic tastes of female users .

The above are the main marketing strategies that the editor shared for 618.

Now, you can go buy some big watermelons to bribe the designer to re-optimize the landing page.

In fact, the above are just a few of the main ones. There are many more. I hope everyone can think more about them in daily life. Here, I would like to share a little tip with you: if you want to learn marketing tactics, you have to visit more e-commerce platforms!

This article was compiled and published by @小兔子(Qinggua Media). Please indicate the author information and source when reprinting!

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