The secret to increasing information flow conversion rate from 3% to 13% lies here!

The secret to increasing information flow conversion rate from 3% to 13% lies here!

The effect is poor. What went wrong?

First, let’s take a look at the original advertiser’s landing page . The bounce rate of the first screen on the reach line is 50% or even 70%.

We have also mentioned the importance of landing page header images in previous articles. How important is it? Let’s take a look at some heat reach line analysis charts.

The ideal user retention rate for the first screen is 90%. On the second screen, no matter how beautiful your pictures are or how brilliant your copy is, the retention rate will drop rapidly. The retention rate is only 10% before you finish reading the cases on the second screen.

Take a look at the first screen reach line of the advertiser’s own landing page, it is only 50%! What exactly went wrong with this landing page?

1. Unclear Call to Action

Design talent, what do you want to tell me? Completely confused. There are no discounts, no benefits, and no meeting of basic needs. In general, there is no change of emotion at first glance, and there is no theme.

2. Visual distraction

Wild background color: The page uses dark and overly fresh colors as the theme color, and the main body uses black or overly saturated bright colors. The dark and gloomy atmosphere may only attract rebellious teenagers with high adrenaline and love of video game consoles .

Fancy text: The page text uses high contrast and a cool gradient style.

3. Creative relevance

The creative idea does not match the theme of the header image, causing the user to jump out of the homepage as soon as they click into it.

What should I do if I want to optimize?

In response to this, the optimization master who couldn't bear to look at it gave three solution headers with clear themes. By the way, let's take a look at the reach line analysis of the three headers.

The themes we chose are three popular items: [0 Yuan Whole House Decoration] [9S Free Quotation] and [Price Advantage War]. They are simple and clear, and all the pictures use warm colors. The user reach rates reached 90%, 70%, and 60%.

Next, let’s take a look at the conversion funnel. From browsing to form submission, the conversion rate of the original landing page from browsing to filling out was only 3%, while the optimized conversion rates were all maintained above 10%, namely 13%, 14%, and 13% respectively.

In terms of template design, except for the first picture, the optimizer maintained inconsistency in the overall layout design, but there was basically no difference in the conversion rate from browsing to filling out the form. This shows that the user's intention to fill out the form depends on the first picture and form design. We especially designed the introduction of the service advantage team and raw material after-sales service, etc., but there was really no impact!

Advertiser's original landing page

0 yuan all-inclusive landing page

9S quotation landing page

When filling out the form and submitting it, there is a gap between the three templates and the original advertiser's landing page. The reasons are speculated to be:

1) The conversion rate from form filling to submission on the advertiser’s original landing page is higher than that of the other three templates. The reason is that we replaced the [Name] in the advertiser’s original form item with the house option. However, the conversion rate is far inferior to the advertiser’s original design. The designer's initial consideration was that it would be simpler to provide options for house types, but data results show that this is not ideal.

2) The difference between required and optional items has a greater impact on the conversion from filling out the form to submitting it, because the options in the original landing form are all optional, but the options in the template are required. It is recommended to use optional fields except for required conditions.

Highlight the key points. High-quality landing pages have the following characteristics :

1. Simple and clear theme

All three templates are better than the advertiser’s original landing page. Through the data, we can understand that the user reach rate from the overall landing page to the second screen is only 10%, so it can be kept at around two screens.

How to do it:
The most prominent difference between the three templates and the original advertiser in terms of theme is numbers. If a landing page has all the same fancy words, but you suddenly see a number, would you pay attention to it?
Use the inverted triangle writing model, with the most important content or the most attractive benefits as the main title , with a clear intention. If explanation is needed, add a subtitle (refer to the template)

2. Fulfill your commitments

According to the user reach line of the first screen, the bounce rate of the first screen is greatly affected by the creative relevance in addition to the overall theme style of the header image.

How to do it:
Find out the key ideas and their context;
Make the content of the landing page consistent with the message and intention conveyed by the creative;
Provide a clear path to the promised information and functionality without gimmicks;

3. Focus your vision

According to the data from browsing the submitted form, this part is very important, so we should focus our attention here.

How to do it:
Remove all image elements that are not related to conversion behavior;
Don’t give users too many choices or show too many details;

4. Case diagram is a double-edged sword

The case image is the focus of the second screen. If the image contains key information, it will help guide customers to perform the desired operations. If the image is not carefully designed, the reach line will end here.

How to do it:
Maintain relevance to the overall page;
Highlight the design concept, the case diagram is not just for decoration;
Show decoration details, house layout, etc.
Clear organization and neat tailoring;

5. The guiding copy is also important

The main benefits and call to action text should be placed in the first image, but it is also important to have a smaller area of ​​supporting information, which is where users will often look for information that will help them make a decision. That is, the button has guiding copy, but it should be emphasized here that words such as "take action now" are not recommended because they do not list the key benefits to support the theme.

Know about new features in advance

You need a landing page analysis tool that best suits your needs. Data Disclosure is a visual analysis tool that allows you to understand the user activity path of browsing the landing page in a more granular manner. We can obtain information about potential conversions from some seat actions when visitors interact with the page, including:

Browsing Reach

Click distribution heat map

Attention Heatmap

Detailed data analysis

The author of this article is @ Today’s Headlines Advertising Service Platform and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising

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