14 amazing skills, information flow conversion increased by 100%!

This article is a summary of the book "The Buy Button Should Be Green" written by Japanese Internet marketing master Kato Koichi Leo. It includes the trump rules of online sales from ad clicks to transaction volume, repeat purchase rate and upward sales, which can make it easy for everyone to learn and use skills and models. As an optimizer, you also need to master these skills in page information structure, user experience and copywriting design. After all, clicks and conversions are also indicators that product managers need to pay attention to.

1. Two-step marketing method

The first step is to attract potential customers’ attention through advertising

The general idea behind online advertising is to attract users to click on ads, then guide them to buy, and finally hope that users will buy repeatedly and become regular customers.

However, in this process, most companies and marketers will adopt a one-step marketing method, that is, selling products directly through advertising, similar to casting a wide net. Regardless of which group, they strive for large exposure and always have users who click.

At this point, let’s first ask ourselves , “Have you ever purchased something immediately after clicking on an ad?” If we don’t buy it, why do we assume that other consumers will?

During the advertising stage, we first need to gain the attention of potential users. The biggest characteristic of online consumers is that they like to compare. These customers will definitely go to major websites to compare, check reviews, and study the pros and cons of products. However, after comparison, very few customers will return to your website to buy products.

So, what we need to do is obtain the consumer's personal information before being compared. The specific method is to obtain the customer information who may purchase the product through free trial packages, 1 yuan value-for-money trial packages , etc.

In psychology, this is a true jiu-jitsu method of releasing the natural force of the product itself that makes people feel indebted. It is also called the principle of reciprocity, which uses the mentality of being greedy for small profits to make the other party return the favor.

Free trials or 1 yuan experiences do not bring financial burden to users, nor do they make users worry about being cheated, so they are willing to fill in basic information to get free products. On this basis, if we carry out targeted marketing to these potential users, the effect will be greatly improved.

In the Internet finance industry, many products like to use the experience money model to attract new customers (for example: you will be given 10,000 yuan of experience money as investment capital when you register, the investment period is 15 days, the interest rate is 8%, and the interest can be withdrawn after maturity, and the principal is recovered). This model is a free trial package.

In the two-step marketing method, users do not need to recharge at the beginning, nor do they need to go through tedious investment processes such as real-name authentication and card binding. When the assets expire and you want to withdraw cash, you need to provide your real name and card binding. At that time, users are naturally willing to fill in this information for the free interest.

Step 2: Guide potential customers to purchase

The fact that they are able to fill in the information means that they are interested in the product. Therefore, if we carry out certain marketing activities for them, some customers will definitely buy the product.

But there is one very important thing, which is to attach a marketing product introduction, event discount introduction and purchase link or online purchase path when sending free trial packages to customers . The vast majority of customers who apply for trial packages through the Internet will still choose to buy online.

In addition, if you want to increase the customer's repurchase rate, the product quality must first be excellent. If the customer is not satisfied with the product, they will definitely not buy it again. However, an effective mechanism is also needed, such as guiding customers to purchase cyclical products and delivering them on time, which will greatly increase the repurchase rate.

In Internet financial products , when a user has used the trial money to invest, he will be reminded that within 30 days of registration, he can enjoy an annualized interest rate of 11% for new users (the value is purely an example and is different for each company).

When users see the interest on the trial funds being credited to their accounts, they will feel that it is safe and reliable and will naturally continue to add to it by investing in high-interest novice projects. At this point, the conversion of a new user is completed. Of course, only when the platform is fully qualified, safe and reliable, and offers attractive interest rates, can users continue to reinvest and become active users.

2. Design skills of advertising pictures

With the popularization of the Internet, the reach of online advertising has increased year by year, but the click-through rate has dropped significantly, with an average click-through rate of about 0.1%.

Usually, consumers go online to get information, not to watch ads, so it is understandable that ads are easily ignored. But by mastering the following techniques, you can still double your click-through rate.

Tip 1: Clearly specify the advertising words for the reading group to increase the click-through rate

Many advertising graphic designers only focus on the beautiful and eye-catching composition and some fancy slogans, but among Internet users, they only pay attention to the information they want to find, so if the slogan falls within his search range, it naturally becomes effective information. He will look for answers and then trigger click behavior.

Simply put, it means narrowing the scope and attracting only the target group. For example, “to the people who…” and “to you who…” clearly define a group, just like a call for submission.

Tip 2: Advertisements that leave suspense can increase click-through rates

When designing a slogan, don't make it too obvious at a glance. Leave some suspense and make the slogan feel less like an advertisement and more like information. However, the landing page after the click must correspond to the suspense and give the user the answer they want. Make customers eager to know the following content, thereby increasing the click-through rate.

Tip 3: Simple product pictures can increase click-through rates more than celebrity pictures

When using pictures of models and artists, even if consumers click on them, they are not interested in the products but in the models and artists, so few people will buy the products.

In addition, women have very clear likes and dislikes for models and artists. If their favorite star does not appear in the advertisement, they will never buy the corresponding product. So it is possible that the product is good, but the star has a counterproductive effect.

Additionally, images taken with a smartphone give people a sense of intimacy and make people feel that this is a message rather than an advertisement, which is more conducive to increasing click-through rates than sudden changes taken by professional photographers.

Tip 4: Static ads can increase click-through rates more than dynamic ads

Many advertisers think that flashing, dazzling display ads can attract more attention, but nowadays, users have been numbed by the bombardment of online ads. When they see this kind of flashing ads, they can tell it is an ad with just a glance and close it decisively.

As mentioned before, only when ads feel less like advertisements and more like information will users be interested. Therefore, in terms of design style, the advertisement should be consistent with the style of the website where it is placed, and have information and content, which will naturally catch the eyes of consumers.

3. Landing page design skills

When users click through the ad, remember not to be directed to the homepage of the website. Customers click because of the product in the ad. If they are directed to the homepage of the website, they will need to look for the product again, which has the worst conversion rate.

Don’t think about presenting more to users, hoping that some of them will like it. Resolutely avoid such thoughts. If the advertisement shows product A, 99% of customers will only buy A, and will never buy B or C.

Advertisements should direct customers to a dedicated landing page that only contains purchase information for the products in the ad. The entire page design needs to be instantly shocking and appealing, and customers should not be allowed to easily enter pages for other products. Here are 10 tips to learn from:

Tip 1: “Slogan, picture, buy button” are all necessary and should be displayed on the first page

Tip 2: Leverage the synergy between ad copy and landing page

The landing page should use the same slogan and pictures as the advertisement, because if customers come in and find that the content is completely different and does not contain the information in the advertisement, they will close the page directly.

Tip 3: Set the buy button to green to add tempting flash

We conducted a large number of AB tests on red, yellow, green, blue and purple, and found that green is the best. At the same time, if you hover the mouse over the button, there will be effects such as flashing or icon enlargement, which will further increase the conversion rate .

Tip 4: "Trial Package" must be indicated in the application form or advertisement

After AB testing of "trial pack", "sample" and "trial pack", we concluded that the conversion rate ranking is "sample" < "trial pack" < "trial pack".

"Sample" gives people a cheap feeling, while "experience" gives people a feeling of experiencing membership or experiencing premium services, especially female customers feel it more deeply. In advertising copy, every word may bring different conversion effects.

Tip 5: Add an “Add to Favorites” button to your landing page

After viewing the guide page, customers usually go to other websites to search or compare, but they may eventually give up because they cannot find our page again. Therefore, adding a favorites button can ensure that customers can return to our page, thereby increasing the conversion rate.

Tip 6: Make the title on your landing page appealing

Most customers only read the title and will read the text only if they are interested in the title. However, the text should not have too many words. The structure of the entire page should be title-picture/text. According to the experience of editors, customers are more interested in the text below the picture.

Tip 7: Write effective information first on the landing page, then write product promotion

Customers enter the guide page through the advertising page with the information they are looking for, so providing relevant information first and then offering products as solutions can increase the conversion rate.

Tip 8: Use fewer words and more images

Use as little text as possible and more images to illustrate

Tip 9: Always use handwriting when displaying customer reviews

When I was in school, I loved reading beauty magazines, which recommended various types of skin care products. The customer reviews column was displayed in handwritten text and included the customer's profile picture, name, age, skin type, city and other information.

Regardless of whether it is true or not, it looks real to me, especially the description of skin type and distress can resonate with me, so I want to try the recommended products even more.

Tip 10: Emphasize the limited number of places when filling in the information section

When customers fill out the information application form, a reminder column is added to indicate the limited quantity and emphasize the assurance of quality. In addition, placing the information filling part on the landing page can reduce jumps and increase the conversion rate by 1.5-2.5 times.

4. Upsell on the Confirmation Page

Upselling means providing customers with higher value and services to stimulate them to spend more. When you order at KFC , the waiter will ask you if you want French fries? Or recommend other new snacks. At this time, many customers will buy them without hesitation, because customers are most receptive to sales pitches when paying. In online sales, when the customer confirms the information they filled in, the success rate will be greatly improved if you draw the customer's focus to the up-selling button.

V. Conclusion

The above tips are not only suitable for marketing partners, but also very useful for product managers, such as the entrance picture and landing page of the novice area, the exclusive homepage for new users in the APP, the material pictures and registration guide pages for external channel promotion , etc.

Source: An Operational Cat