In the process of display advertising , when you have selected high-quality media channels , produced thoughtful advertising materials, set precise audience targeting, and prepared sufficient promotion budget, will orders come rolling in? uncertain! Because the landing page is the ultimate scenario for audience conversion and is the key to achieving the final conversion!
Therefore, this article will provide marketers with some ideas and suggestions on the design and optimization of landing pages:
First glance: let him stay The role of a landing page is to promote conversions, and the premise of conversion is to retain customers first, so that they will not have the idea of exiting the page as soon as they come in and take a look... And a landing page that can make them stay after taking a look must first do the following: 01. Optimize loading speed Just imagine, if it takes more than ten seconds or even longer to open a landing page, will users still have the patience to wait? In most cases, the answer is no! Therefore, in order to prevent user loss due to long landing page loading time, optimizing the landing page loading speed is the key. Among them, pictures, codes, and servers are generally the three main aspects for optimizing landing page loading speed. For example, images should be compressed to the smallest size possible while ensuring clarity and color; non-transparent background images should be formatted as .jpg; code optimization should be as standardized, concise and clear as possible; and a stable server should be selected. 02. Be consistent with the advertising creative You should know that the reason why users click on ads and choose to enter your landing page is because they are interested in the content of the ad. If the landing page is inconsistent with the creative content, it is very likely that the user will instantly feel "deceived", resulting in closing the page and no conversion. So, no matter which creative idea the user clicks on to enter the landing page, the corresponding landing page must be able to carry the visitor's interests and needs - that is, the key content in the creative must also be on the landing page, and it must be highlighted. In addition, if the advertiser puts out multiple versions of the material and the differences are obvious, it is best to design multiple versions of the landing page accordingly. 03. Optimize structure, color matching, logic, etc. When users enter the landing page, the first thing they see is the disorganized layout, the color scheme without aesthetic appeal, and the text listed throughout. Will they stay? No, he/she will get annoyed and leave immediately! Only a landing page with a coordinated structure and layout (including image size/position, title /text size, spacing, position, etc.), integrated color matching (colors should not be too many and should be consistent with the industry style. For example, the catering industry prefers warm colors such as red and yellow, etc.), concise content and clear priorities (avoid filling it with content), can attract users' attention within one or two seconds and make them interested in learning more.
(Example comment: This landing page has too many colors and the colors are too saturated, making the page look low-end)
Second glance: make him/her interested The first glance is to take care of the user's emotions and experience and calm him/her down; the second glance is to clearly place the advantages of the product or service in a place where they will naturally see it, based on the understanding of user needs, so as to solve his/her needs and stimulate his/her interest. 01. Have an eye-catching home screen In addition to giving people a comfortable and intuitive feeling in terms of color, layout, etc., an eye-catching first screen should also include: in terms of pictures, design pictures that can arouse TA's interest and impact based on the characteristics of the crowd and product features; in terms of copywriting , on the basis of expressing "who you are" concisely, it is also necessary to refine the core selling points based on market analysis, user demands, etc., and write in the user's thinking and tone to impress TA. 02. The next part is the icing on the cake No matter how eye-catching the first screen design is, the content it expresses is limited. In order to allow users to transition from initial interest (relying on the first screen) to deepening their interest and ultimately becoming "moved" by your product or service, it is also required that the content below the first screen should not be neglected. How to design the next part? First, it needs to be logically coherent with the content on the first screen and have a unified tone (color, style, tone, etc.); secondly, the content below should be a supplement to the content on the first screen and icing on the cake (such as continuing to sort out core selling points, providing incentives, providing user feedback, supplementing authoritative certification, etc.) so that users can gradually become interested, and it is best not to list the content repeatedly without any order of priority.
(Sample comments: The entire landing page is concise and clearly structured, giving people a sense of comfort; accounting people are interested in the training brand and registration time, which are displayed one by one on the first screen, successfully attracting target customers; the lower part briefly lists the product advantages and introduces the product to deepen the interest of target customers.)
The third eye: Let him take action After the second glance, he was attracted to us. What you need to do next is to promptly provide TA with a convenient, easy-to-understand and easy-to-operate guidance method, so as to ultimately enable TA to complete the conversion (add to cart, place an order, leave information, consult, etc.). 01. Stimulate immediate action Whether it is a display and introduction landing page (informing users of what activities you are doing, or introducing your products/services, etc., and guiding users to take further actions, such as adding to cart, placing an order, etc.), or a lead collection landing page (collecting valid user data through user registration, application and other information filling in, so as to track sales later), if you want users to take immediate action, you need some benefit promises or call-to-action copy, such as "Place an order now to get a 100 yuan discount", "Apply now to enjoy an 18% discount", etc., so as to effectively promote conversion and prevent user loss. 02. It is convenient to fill in the information without disclosing personal privacy If the purpose of the landing page is to guide users to leave information, it is recommended that the information should not be too much, and try not to fill in sensitive privacy information that makes users feel that their personal information has been leaked; in addition, sufficient reasons should be found for users to voluntarily leave information. For example, the example landing page of "Leave information to receive information" in the figure below is an important link between advertising creativity and products/services. Its mission is to build a bridge of trust between the core selling points of products/services and user needs - a landing page that makes people feel comfortable at first sight, helping brands retain TA; an eye-catching first screen, a set of pictures + copywriting that hits people's pain points, helping brands attract TA; a convenient, easy-to-understand and easy-to-operate guidance method, helping brands convert TA... Only by designing and optimizing the best landing page can we reduce the loss of valuable click users and keep the orders rolling in! author: SaaS cloud platform , authorized to be released by Qinggua Media .
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