Information flow promotion optimization strategy, do this well to achieve 80% success!

Seeing the world through our eyes is an innate ability in each of us. Although aesthetic ability varies in levels, it is actually something that everyone has.

However, is it possible to solve the visual effects problems encountered in publicity and promotion as long as one can see, has aesthetic taste and has a user perspective?

You should know that the design level of a page determines the conversion rate of the page to a certain extent. Especially in the information flow advertising industry, the quality of page design also determines the advertising sales ability to a certain extent.

So, what skills are needed to solve the problem of visual effects (creativity, landing pages ) in information flow promotion? What kind of advice can be given to be truly actionable?

As a practitioner with a large number of case studies, I have a certain understanding of various visual understanding angles, so today let’s talk about what answers different people will give when they see the same creativity and landing page problems!

This is a screenshot of a discussion from an information flow discussion group. An information flow advertising optimizer sent the homepage of the store they were promoting to the group, hoping that the friends in the group could give some suggestions:

Soon, friends in the group started to reply in a sporadic manner, and the general style was as follows:

PS: Because there are too many similar answers, I will not post them one by one.

The above responses belong to Type 1: Onlookers

The so-called onlookers , most people have basic aesthetic abilities. When they appreciate the design from the user's perspective, they can always feel the "tone" of the design, but they cannot tell which elements or structures cause them to have such a "feeling".

Just like in the picture above, everyone can see that this page "cannot stimulate consumers' purchasing desire" and "lacks quality", but they are unable to point out more specific problems .

Among the crowd of onlookers, a young man proposed several suggestions for revision:

To summarize suggestion 1: use the page template for second-tier e-commerce .

But in my opinion, this page itself (the original page will be posted below) uses a certain template, but it has been ruined by changing the template.

The brother continued to give advice:

So to summarize suggestion 2: add brand story, adjust layout, color and design.

But in my opinion, it does not clearly point out where the problem is and how to fix it.

The guy was very enthusiastic and suggested one by one. This time the direction of delivery was:

In my personal opinion, there is nothing wrong with the direction the young man mentioned, but this is a store homepage... not an advertising landing page. The landing page should be designed more specifically...

Finally, the little brother said:

As shown in the picture, the guy’s final suggestion is: find a student studying graphic design at an art academy and spend a few thousand dollars to do it.

In fact, looking at the entire conversation, the guy only gave the questioner one message: the webpage is not good, find someone to redo it.

As a non-visual professional, I think the fact that this guy can mention these things shows that he should have a certain understanding in this area, so he belongs to:

Type 2: Enlightened

The so-called insightful people can often point out "where the problem comes from" based on their feelings and some experience in their own industry, but they often do not have solutions, or they give so-called "suggestions" that are not instructive.

Just like the guy above, he gave solutions from several different angles, but these suggestions have no guiding significance for the customer's actual operations.

This is a very embarrassing thing. We often need the user perspective, but whether it is the questioner or the answerer, if there is no professional to control it, in the end these many "user perspectives" can't actually help the customer.

Let’s take a look at what this badly criticized page looks like:

First go to the first screen and hide the company information

If the questioner is my client, when he shows me this page, our solution is often like this:

1) What is the purpose of this page?

2) From the perspective of page logic, does it conform to user cognition ?

3) From the design level (layout, color, font, font size, spacing), whether it can serve the "goal" of the page instead of interfering with the goal ;

Finally, sort out the problems and provide detailed and executable solutions.

Correspondingly, this is type three: professionals

So-called professionals, like the above two types of people, can see what kind of feeling this page can give to users. At the same time, professionals will analyze which part of the page causes this feeling, and predict what actions this feeling will make users take. Subsequently, targeted solutions and modification suggestions are given.

Then let's follow this line of thought to see if this case page meets the standard:

Let’s first talk about the scenarios in which this type of e-commerce page appears.

The URL of this page is: http://wx.balbala…… (I wrote the part starting with balabla)

The "wx" in front means that this store is affiliated with the WeChat public account .

This means:

On the one hand, it attracts traffic through the content of the official account and accumulates fans. Users can enter the store and generate purchases through the official account push or the bottom navigation entrance.

On the other hand, it attracts traffic through forwarding on WeChat Moments and generates purchases.

In other words, this page should have the functions of attracting traffic, attracting fans, implanting brand awareness, promoting products, and selling.

Of course, among these functions, except for sales which need to be completed by this page as the main body, the others should be completed by the cooperation of the official account and the store page. That is to say, in terms of other functionality, this page should play an auxiliary role.

Then why did I just say that this looks like a modified template of a Taobao mobile store? Here are the reasons:

We can see that there is an obvious problem with this layout:

1) The first screen does not clearly express “who I am”, “what I do”, and “what can I give you”. The primary problem this brings is that the sales function cannot be completed well. Secondly, it also has an impact on brand recognition implantation, product promotion, traffic diversion, and fan attraction;

2) The header image shows a handsome blond man playing the piano, and the vinyl record element next to it gives people the feeling of selling musical instruments or records. The primary problem this brings is brand recognition, which increases the threshold for users;

4) A search appears out of nowhere, and the user doesn’t even know what you sell. Basically, this search is useless. Any superfluous elements that have no meaning should not appear.

5) Without saying anything, they rudely posted three coupons whose contents were unclear. Sellers subjectively believe that coupons can bring sales. However, the appearance of coupons here not only fails to increase sales, but instead distracts users and prevents them from focusing on products with their limited patience.

All of the above are similar to what Taobao stores do.

Taobao stores can do this (although we do not recommend random designs that are not in line with the category), because in the environment of e-commerce shopping platforms, we most likely do not enter the store from the homepage, but search for products with a purpose, and enter the homepage from the store link on the product page. We know very well what we are looking for.

As mentioned above, in this designer's case, the mistake started from choosing the template. Even if he changed the template, the modified result could still be very bad. Therefore, the suggestion of "using the template directly" given by onlookers is not suitable for this store, because the designer's problem is that he did not realize that the store pages in different environments should be designed specifically.

For this page, the first thing that should be adjusted is the overall idea of ​​the page design, that is: what I sell, what I can give you, how good my things are ... This kind of information should be placed on the first screen.

From the perspective of layout logic, we should follow the environment of this store: WeChat store

The suggestions are as follows:

1) "Header", including the logo and beautiful pictures that reflect the style of the store. There is no need for a brand story, but the logo needs to be emphasized to increase brand recognition and allow users to form a concept of the brand as much as possible. And then accumulate fans.

2) “Horizontal column display”, display pictures of main products and new products in the scene, or discount information covering a large area, etc.

Things like coupons should be presented in a 100% wide banner with discount information. For example: Fall back to school discount banner poster. More large-scale displays of new and flagship products, as well as discount information in the form of banner posters, can effectively increase users' purchasing impulse.

3) "Main Category Navigation". From the design of this page, it can be seen that the store does not have very complex classification categories. It is not recommended to use "Category" as a separate navigation button.

We may classify them according to common scenarios into categories (which I compiled) such as "banquet", "work", "leisure", "customization", etc., which will make it easier for users to select according to the scenarios, reduce selection barriers and increase sales.

4) "Product Display" arranges products based on sales volume, number of added-to-cart items, new product promotion plans, etc., and displays the best-selling products in the form of large pictures... allowing users to see the most popular products that have been screened by the market first, further increasing added-to-cart items and orders.

And so on and so forth. Due to limited space, I will not list them all here.

When it comes to design, there are many areas that need adjustment. Let’s take a look at the screenshots first:

1) The color scheme is too messy

Dark blue, gray and purple, red, orange, yellow… (really, this design is so brave);

Result: Increase the reading difficulty for users and increase the bounce rate;

Recommendation: There should be no more than three main colors and they should be consistent with the overall tone. Auxiliary tones in the same color family can be added appropriately. The color combination of red text on a gray background of similar brightness, which increases reading difficulties, must be avoided.

2) The font is too messy

At a glance, there are more than 6 fonts, with no rules at all;

Result: Increased reading difficulty for users, increased bounce rate;

Suggestion: Keep the fonts of posters, headlines and content uniform. Do not change the font every time you change a place.

3) Font recognition is too poor

Result: Increased reading difficulty for users, reduced user attention to promotional information, increased bounce rate, and reduced purchase quantity.

Suggestion: Fonts like Fangzheng Papercut are too difficult to identify from a visual perspective (still an important position for instant discounts when placing orders) and the style and tone do not match the overall design (men's shirts do not need to be so cute and elastic)

4) The layout has no logic

It’s obvious that this designer doesn’t have control over basic design factors like alignment and spacing. Then when he designs and wants to use image streams to stagger layout, it will be very chaotic and illogical (the designer has a weak control over the page and no overall concept. In this case, there is only the possibility of improvement if very clear guidance requirements are given.)

Result: Users have a poor reading experience, cannot find the products they want, lose patience, increase bounce rate, and reduce the probability of adding to cart and purchasing behavior

Suggestion: First organize the framework according to the page logic, and pay attention to setting page rules, including margins, spacing, staggered rules, image and text matching rules, etc.

Summary: Finding the flaws in a page and resolving visual issues are not as easy as you might think . It is not enough to just be able to read, have aesthetic taste, and have studied graphic design.

The author of this article @Information Flow Advertising Precision Delivery 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