User reading is fragmented, how to improve conversion rate?

According to the research report "Special Analysis of China's Information Flow Advertising Market in 2017" released by iResearch, the scale of the information flow advertising market has been expanding year by year. With the vigorous development of mobile Internet , information flow advertising is becoming the new favorite of Internet advertising . However, advertisers will encounter the problem of high investment and low conversion when placing ads. A very important point is that people's reading is becoming more and more fragmented. How advertisers can attract the attention of the target audience and thus improve the conversion rate has become the focus of more and more advertisers.

As life becomes increasingly faster and faster, users are increasingly inclined to use fragmented time to receive information. According to the "2017 China Information Flow Advertising User Insight Report" released by iResearch Consulting , the most common reading scenarios are when taking breaks at work and waiting; social apps are most commonly used when posting selfies, at parties, and in class; news apps are most commonly used when commuting to work and reading in the toilet; and search apps are more commonly used while working and in meetings.

Based on this scattered usage habit, some problems will arise: First, the interest tags in user feedback are clear, but they are just for killing time and the needs are not clear. Second, users have multiple interest tags, which are scattered across different platforms. The tags do not conflict with each other but cannot be reflected in a centralized manner. This situation is like a user eating in a restaurant. The information flow advertisements are information about various dishes, but in fact the user is not sure what he wants to eat today. He often catches the dishes he is interested in while browsing the menu and randomly decides on today's dishes. So how can we make the “dishes” appear at the right time and in the right place so that they can be captured by users who may be interested in them?

Before launching the campaign, you need to make preliminary assumptions about the target audience, conduct user surveys based on the assumptions, obtain basic information about the campaign and its characteristics, and then analyze the campaign from the following three directions.

1. Match user interest tags to improve targeting accuracy

By collecting user tags and understanding the users, you can try to build a user portrait . According to the different types of users, choose different audience targeting. Before promoting , you must be clear about three questions: 1. What types of users are interested in the product? 2. What are users interested in recently? 3. What needs can the product meet for this type of user?

For example, car users can be divided into three types: basic need type, personality type, and quality type. What kind of user portraits do these three types have, what content are they interested in recently, and what are the differences in their needs? All of these need to be analyzed in place.

2. Thermal data analysis to improve directional strength

Advertisers targeting the same type of users may come from various industries: automobiles, education, finance... Assuming these ads are shown to the same user at the same time, which one will the user click on? This is related to the priority of different interests in the user's mind. To grab the customer's attention, it is not only necessary to know the user's interest tags, but more importantly, what the user is doing at the moment and what are the behavioral characteristics? These hot data analyses grasp the users’ current behavioral characteristics, hit the key points, and enhance the users’ demand and dependence on the products.

3. Dig deep into needs and improve targeted effectiveness

After segmenting users and conducting corresponding data analysis, user needs cannot just remain on the surface. We must combine the actual situation and explore the deeper needs of users. Only by truly connecting with the scenario and providing users with solutions can users truly feel the value of the product and improve their favorability.

analyze:

1. Provide car model selection and price to meet different needs of users;

2.Are there a lot of things? Too big? Provide solutions based on practical problems;

3. Two options: call a car immediately and reserve a car, and the service will be delivered immediately;

1. Select demand points based on different user reading scenarios.

Products should be specifically analyzed based on users' different usage habits at different times and in different scenarios to cater to their interests. For example, in education and training advertising , you can run ads for morning English reading in the morning, ads for skill development or certificate examinations during working hours, and ads for fun and improving spoken English during leisure time in the evening... You can output advertising content by understanding the user's behavioral characteristics in different time periods.

2. Fragmented reading habits determine that users will not stay on a page for a long time. Therefore, it is particularly important whether the landing page can establish effective communication with users in a short period of time.

Common lead collection page conversion logic:

First screen: Who am I and what value can I provide?

Second screen: the services provided by the product and what value it can bring;

Screen 3: How can I believe that I can bring these benefits?

Screen 4: Benefits of using now.

At the same time, you should also pay attention to: whether the description of information and services is consistent with the product description; avoid empty boasting, and show the actual benefits that the product can bring; do not pile up too much information, which can easily cause visual fatigue and lose reading patience.

Summary: User reading is fragmented, so to improve the conversion rate, we must conduct in-depth analysis based on household usage habits, find breakthrough points, and improve the precision, intensity, and accuracy of user targeting . At the same time, we must also pay attention to segmented delivery based on different reading scenarios to cater to user needs at different time periods . Of course, the final conversion must also be achieved through the optimization of the landing page, which must also be taken seriously.

The author of this article @微斯敦 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