Frankly speaking, it is inevitable that most information flow ads have poor conversion rates!

Recently, many optimizers and advertisers have asked us: Why is the click-through rate of the ad very high, but the conversion rate is very poor? What went wrong?

If your click-through rate is very high and there is no " clickbait" title , then it means that there is no major problem with the entrance title and accompanying picture. If there is no conversion after users come in, it can basically be determined that there is a problem with the landing page .

We collected dozens of landing pages for research and finally came to a conclusion: it is inevitable that most advertisements have poor conversion rates.

This article selects one of the examples to illustrate the common problems of landing pages and gives some corresponding suggestions. I hope it will be inspiring to you.

Question 1: Why does your landing page look so low?

This is the first screen of a certain information flow advertising landing page↓

From the ad title provided by this guy, we extracted the key points of his ad:

Living room/office essential

landscape painting

Improve your temperament

Famous boutiques/collections

However, when we open the first screen of the corresponding creative ad landing page, the keywords we see are:

Wang Jianlin

Good Luck

Feng Shui Painting

The header image uses a picture of Wang Jianlin in a meeting, and the background is the main theme of this landing page - a landscape painting.

Although the word "hand-painted" is clearly written, the intuitive feeling of this painting can be simplified into key words:

printed matter

Mass production

cheap

So do you see the problem?

To put it simply, what the advertiser says, what the ad actually displays, and what the user experiences are three completely different things.

We all know that the task of e-commerce information flow advertising is to guide conversions, and the premise of guiding conversions is to say the “right words” to the “right people”.

The user originally came here for keywords like "masterpieces by famous artists" and "enhance one's temperament", but after entering, what he saw were mass-printed Feng Shui paintings of "good luck". Did he feel cheated?

Maybe this kid will complain: "Our Feng Shui paintings are indeed hand-painted!"

So let's take a look at this comparison chart:

Note: The left picture is Mr. Chen Keyong's "The Great Abyss Soars into the Clouds", and the right picture is "Good Luck is Coming" from the landing page

Although we have shrunk to a very small size, the details give people completely different feelings. The one on the left looks like a hand-painted painting, while the one on the right has too high color brightness and purity, which eats up the details in the painting and gives people an intuitive feeling that is more like a print. So, it doesn’t matter what you are. What matters is the feeling you give people.

Tips1 :

Solve by shooting or adjusting the image

Here are some suggestions for shooting and adjusting product images for information flow ads:

1. The lighting of the whole picture should be realistic. The studio-style with a lot of white light is basically equivalent to cheapness in the user's perception;

2. Find the tone that preserves the most details between light and dark. Images that are too dark or too bright will be distorted.

3. The final presentation effect of the picture should be consistent with the user's habitual perception of the product value. Since the high-end style is expressed in the title, the product pictures on the landing page should also follow the high-end style.

For example, the color scheme of this landing page is very bright and red. Such a large amount of high-brightness colors is not in line with the high-end image introduced at the entrance.

Question 2: Why does your landing page seem to have nothing to do with creativity?

In this case, from the good click-through rate, we can infer that the user is very interested in famous landscape paintings that can enhance temperament and are suitable for hanging in the office or home, so he clicks in to learn more. However, he flips, flips, flips... until he flips to the 8th screen, he can see the introduction related to the creative content, as shown below:

However, we all know, how many users would be so patient to flip through it? I've already shut it down and exited, okay?

If after clicking on the landing page, the first thing the user sees is an introduction that emphasizes good details and is purely hand-drawn, then to a certain extent it conforms to the user's perception of the "entry title" and at least makes the user want to continue reading.

Tips2:

The display logic that the landing page should follow should be the user's attention logic, not the advertiser's expression logic

Tips are as follows:

1. Users attracted by the creative entrance focus on the keywords of the creative entrance;

2. Find the corresponding items of your products based on the entry keywords and display them on the first screen of the landing page to emphasize that your products have the characteristics mentioned by these keywords;

3. In the following pages, implant other main selling points of the product step by step and gradually.

Question 3: Why does your landing page overwhelm users?

It’s a pity that some landing pages, after a long time of hard work in guiding users, the users are indeed somewhat interested, but they cannot find the contact channel. For example, this:

Although this landing page is always floating at the bottom of the page, it is very inconvenient both in appearance and in use.

1. Difficult to identify

With the highly saturated red and purple colors throughout, even though the conversion entrance uses bright red, it is still not easy to attract attention.

2. Difficult to operate

Telephone consultation, SMS ordering, and online ordering all seem to be just one button, but for users who just want to consult, it’s a bit awkward. Which button should they click? At least you can make a split, like this:

In response to these problems, our suggestions for the landing page are as follows:

1. Follow the user's cognition and the entrance creativity, and continue the quality, details, hand-painted and other contents on the first screen; if there is an author, you can mark the author's name (most people who buy this kind of painting don't know much about painting. After you mark the author's name, although the user may not know who he is or whether he is famous, it will increase the authenticity and credibility in the user's cognition), and then slowly introduce concepts such as being beneficial to Feng Shui.

2. In the current landing page, there are too many expressions about the benefits of Feng Shui painting, but the relevance to users is not great. You might as well first explain what problems such Feng Shui paintings can help your target users solve, with the aim of making users feel that it is relevant to them.

3. Some of the accompanying pictures are paintings photoshopped into real scenes. At this time, don’t just pursue highlights and obviousness, but make them more integrated into the real scene, retain details, and make the photoshopped pictures look more realistic.

4. Select some products for high-end decoration scenes, as shown below:

5. The overall color matching reduces brightness, reduces colors, and increases high-end feeling;

6. If the price is attractive, it can also be marked on the landing page.

In response to these issues, our suggestions to practitioners are as follows:

In an information flow environment, users are actively browsing information and passively accepting advertisements . When the advertising flavor is too strong, it will inevitably trigger the user's subconscious protection mechanism and refuse to pay attention to/ignore your every move. Based on this, we can only:

“Adapt to users’ cognitive habits”

Guide users step by step to become interested in our products and ultimately form conversions, otherwise, poor advertising effects are inevitable.

Of course, getting every step right is not easy. The road to delivery optimization is long. Welcome to discuss with us the correct approach to information flow advertising.