The only difference between a high-conversion landing page and a low-conversion landing page is the underlying logic!

Landing page planning has always been a headache for bidders, and it particularly tests our understanding of user needs.

It is said that the landing page can make or break your business. Most of the reasons for no conversion , high cost of conversation, etc. are caused by the landing page.

So why, as a bidder, its landing page converts so well, while mine converts so low?

So, today we will focus on how to double your conversions through landing pages.

Usually a landing page for selling products cannot be separated from three major elements:

1. Product clues

2. Marketing leads

3. Visual cues

In the entire landing page, product value is the core theme, so before planning, we need to think clearly:

• What are our products?
• Who are our product targets?
• What problems can it solve for users?
• Why should users buy from us instead of our competitors?

Because different products are aimed at different groups of people, and many search engines now pay attention to the issue of user experience .

Therefore, before planning, we need to think clearly about the core functions of the product and the target audience , so that we can better refine the product selling points and package it.

Here, based on past experience, I have summarized four common product clues that can be reflected: functional value, story value, scenario value and competitive value .

Functional value is put first because, no matter when, when users buy a product, they are essentially concerned about what specific needs the product can meet.

For example: purchasing a marketing training course is to satisfy my need to improve my own abilities and achieve a salary increase or promotion.

For example: buying a water purifier is to solve the current problem of unclean water quality and to achieve the demand of making the water cleaner and more hygienic.

So, we need to solve this problem for users in the landing page: What practical value can our product provide to users?

For example, the picture below is a screenshot of the landing page of a baby stroller that focuses on high views. It starts from:

1. Avoid car exhaust
2. Broaden your baby's horizons
3. Close the communication distance

It not only describes the core selling point of the product, but also tells users what needs I can meet and why you should buy my product.

What if you can’t find the core selling point of your product? Or I don’t know if this selling point is what users really want?

It is recommended that when looking for product value in the early stage, we can use Li Jiaoshou 's marketing ladder theory to build the product's attributes, benefits, psychological benefits, and values, and then determine what we should focus on on the landing page based on user needs, product stage, and competition situation:

Attributes: What does the product do?

Benefits: What are the benefits to users?

Psychological benefits: What goals can it help users achieve?

Values: Why would users care about this goal?

Everyone has a different understanding and perception of the product, which may lead to different ladders in the end. This doesn’t matter. When building the ladder, we also need to consider user needs and market conditions.

A good story is worth a thousand words of painstaking description.

Therefore, when designing a landing page, you don’t have to use the same core selling points. You might as well try to plan a moving story for the product packaging. The material of the story should be related to the product, brand , company, founder, etc.

Take Nongfu Spring as an example.

Why is Nongfu Spring’s sales so high? Isn’t it because of the sentiment towards the product?

The spring, summer, autumn and winter patterns were created by the famous British illustrator Brett Ryder (in fact, few people know who Brett Ryder is) and used as the outer packaging for promotion of mineral water. The main selling point of the details page is: low-sodium mineral water from Moyaquan in Changbai Mountain. Therefore, their details page combined the story of the famous British illustrator Brett Ryder and Changbai Mountain to create topics and promotional points.

The greatest value of stories is that they are more imaginative, more acceptable to users, and more contagious.

Why do we need to highlight the scene value on the product details page?

In fact, sometimes it’s not that our products are not good enough, or that our pages are not perfect enough, but that users simply don’t know how to use them! In other words, the concept of product usage is very low.

For example, if I simply tell you about a facial mask: My product is great, it uses xx technology, xx material, and locks in moisture better, you may not buy it.

But if I tell you: we are now in a high-pressure society, working overtime and staying up late every day, facing the computer, it will make our skin very fragile, and it will cause symptoms such as dull skin tone, dry and flaky skin, oily acne, and enlarged pores.

By creating a scene, will the sense of immersion be stronger? Then, highlight the situation that will happen to every girl: she will feel good about the product and thus have the desire to try it.

We explore product selling points and layout usage scenarios, all of which ultimately point to the same goal, that is, we want to tell users, we are good, buy me, buy me~~~

However, in the current situation of serious product homogeneity, in addition to improving our competitiveness from the product functions and services themselves, we can also reflect it from the added value of products and brands. For example:

Product sales: Prove that we sell well

Authoritative proof: XX national certification body, which seems to have very scarce authority

Celebrity endorsement: Celebrity approval easily leads to herd mentality

Expert endorsement: Proves that people who know the industry are using it

Award certification: Proof that national institutions recognize us

User reviews: Proves that many users are using our app

Of course, the examples above are only part of the story. When we implement them specifically, we also need to judge based on the actual situation of the product. For example: What can we use for endorsement? What are the main points that your peers are currently focusing on? How can we be different from them?

For example, when all businesses are focusing on successful product cases, the effect of our focusing on these cases will appear weak. In that case, we might as well use authoritative endorsements and their influence to increase users’ trust in the product.

Each product is at a different stage and can prove itself in different directions. As bidders, we need to dig out all the value points that can prove that our products are good and reliable to increase our product competitiveness. The most important thing is to differentiate your selling points from those of your competitors.

What is a marketing lead? That is, we need to plant marketing stimulation points in the landing page to assist the product.

Simply put, we need to use marketing methods to stimulate users to place orders immediately .

We can imagine a scenario: when a user looks at a product and thinks it is good, but is still a little hesitant, there is a promotional point on the landing page: 50% off on XXXX products, only available today, Mother's Day ! Stimulated by this preferential policy, users may place an order immediately.

So in marketing leads, we can (but not limited to) reflect:

Price advantage: This is more often reflected through marketing activities and limited-time promotions.

Service advantages: All the services we can provide.

Additional Commitment: Simply put, we can do what others can't.

For now, most users are still very concerned about product prices. Especially for products with serious homogeneity.

After all, if the products are of the same quality and are guaranteed to be consistent in all aspects, as a user, you will definitely buy the one with a preferential price.

So in the landing page, we need to focus on highlighting our price advantage. But it’s not really about lowering the price, but about making users feel it’s very cheap !

Regarding this point, we can refer to the e-commerce details page.

For example, the picture below shows a product participating in Juhuasuan. The original price is 399, the promotional price is 369, and the event time is marked. Through a product price comparison and a sense of time, the urgency of the event is highlighted.

In order to maximize the promotion effect, the advertisement emphasizes again: Save 30 yuan immediately, indicating that the product itself is worth 399 yuan and users can save 30 yuan by buying it now.

In short, when there are activities, we should keep telling users that we have activities! We have a deal! We are cheap!

Service commitment is our last line of defense to prevent users from placing orders, so we must consider everything that users worry about.

Worried about product quality? We can promise seven days no-reason return and exchange.

Worried that no one will install or repair your product? We provide door-to-door service

…

We need to analyze and find out what users are worried about, what our peers are doing, and what we can do to make a difference, so as to summarize and package our service advantages.

Take Estee Lauder as an example.

Estee Lauder's target user group is mainly women, but the product also has another usage scenario, which is that men buy it as gifts for women. Therefore, during the Mother's Day and 520 holidays, EsteeLand highlighted its unique service advantages on the details page:

Customized love gift box, handwritten greeting card

Support lipstick engraving service

This kind of service that goes beyond the product itself often gives users a sense of care and surprise. Most importantly, this kind of service meets one of the product's usage scenarios (women's holiday gift-giving scenario), and has a very positive impact on sales conversion.

Additional commitments mean adding some unique commitments beyond the regular commitments, making the additional commitments a plus point for our products.

For example, for a certain household appliance, the warranty period of its competitors is one year, but ours is three years.

For example, for a certain daily chemical product, our peers do not support the seven-day no-questions-asked guarantee, but we do.

These are all additional promises of the product.

Visual design is the final step in stringing together the products and marketing clues mentioned in the article and presenting them to users.

Good visual presentation and guidance can better convert users .

After all, today’s Internet users are no longer the same as they were ten years ago. They now pay attention to beauty and texture. If the visual appearance of the page has no aesthetic appeal, why should we require users to place an order to understand the “inner” of our product?

Therefore, the final step is to present our product advantages and marketing advantages to users through visual packaging.

The value of the product is the top priority of the details page, so visually, we must reflect the core value of the product.

For example.

The landing page of a water purifier uses visual design to display the actual product image, highlighting the product's texture (good quality). At the same time, it uses copywriting to highlight the main selling points: believe in the power of concentration (professionalism), large water output for kitchen use (usage scenario).

Marketing selling points can be highlighted through visual design: sense of urgency, scarcity, popularity, etc.

For example: Through visual design, it can be shown that the product sells well and sells a lot (good sales)

For example: Through visual design presentation: highlight the limited time coupon today, get 50 off immediately (scarcity)

For example: through visual design, it can be presented as: limited to XXX people (urgent, scarce, etc.)

Usually, a page with high conversion rate is inseparable from product clues, marketing clues and visual clues.

When designing a landing page, we only need to consider the product characteristics, target population, product stage, platform characteristics , etc.

This is the underlying logic of a high conversion rate page!

Author: Marketing Flights, authorized to publish by Qinggua Media.

Source: Marketing Flights