Doing this will prevent your information flow ads from dying on the landing page!

Before we start, let’s talk about:

“How many headline-grabbing scams have you fallen for?”

Everyone can leave a message and tell us about the “ clickbait ” and “shock department” incidents you have encountered!

Next, let’s move on to the topic we are sharing today:

“How many potential customers have we lost due to landing pages that are irrelevant to the content of our ads?”

1. The vicious cycle of landing pages

As optimizers who deal with advertising every day, we have seen too many landing pages whose titles and texts do not match.

For example, the following:

Ad title: Which computer school is the best?

Landing page: official website, with no content or words on comparative analysis of schools.

Obviously, in order to save money and effort, advertisers set the homepage of their own website as the landing page for advertising .

The advertiser's reasoning is that since users are curious about "which computer school is good", they should be paying attention to computer schools recently. So if I put my own school's website there, users will definitely be interested.

But do users really think so?

In fact, when users see "Which computer school is good", what they want to see is a third-party comparative analysis of different schools.

What is disappointing is that all I see are shoddy, forced advertisements .

As a result, users quickly closed the page with a little anger.

However, this situation is very unfavorable for both advertisers and optimizers.

For advertisers, the optimized copy brings more clicks, which on the one hand creates potential conversion opportunities, but on the other hand also increases the advertising costs.

If there is no good landing page to follow up, and the users who click through are not substantially converted, the advertiser will have wasted a large amount of advertising budget.

For optimizers, if advertisers do not realize how important the landing page is to the conversion rate , but instead keep putting pressure on the quality of the copy, hoping that the optimizers can write more attractive copy, our optimizers will be burdened with misunderstandings that are difficult to clarify and optimization goals that are difficult to achieve.

A cool title and a bad landing page will create a vicious cycle in which the CTR continues to rise, but the ROI remains unchanged or even gradually declines.

2. How to get out of the “landing page dilemma”?

Realizing the importance of this issue, how should we create a good landing page?

In fact, the method is very simple - since directly placing advertisements will make users feel deceived, we should just put the information that users care about most at the very beginning of the landing page.

Specifically, we can make the first screen of the landing page and the title content strongly echo each other to satisfy the user's curiosity; and then start introducing the advertiser's advantages from the second and third screens to win the user's trust.

If users naturally don’t like to see advertising information, then the first screen is a delaying tactic.

Use content that is highly relevant to the title to answer the questions that users have after seeing the title, so that they will be satisfied with our answers and can’t help but continue reading.

▼ Example:

This is an advertisement placed by a loan APP on Baidu mobile phone.

Title: "The Wall Street Journal reports on the full page that Feidai is popular in the United States!"

The copy is very original and attracted a large number of users to click. What users are most concerned about at this time is: what is the news that was reported in a full page of the Wall Street Journal?

If users click on the link and only see Feidai’s download page, their questions will not be answered and they will definitely feel that they have been deceived by savvy advertisers.

Just like this, users will inevitably mutter:

——I wanted to read a piece of news, but why is there an advertisement when I clicked on it?

In order to satisfy users, we must first satisfy their curiosity and then consider how to recommend products.

Therefore, the optimization suggestions for the first screen of the landing page are:

This screen first explains to users the details of the incident in which Feidai was reported by the Wall Street Journal. Starting from the second screen, it provides more information about Feidai, provides a download page or invites users to leave contact information, calling on everyone to take out a loan from Feidai.

3. 3 Landing Page Experiments

Is there any fact to verify this method?

The answer is of course yes. Before writing this article, we conducted a series of experiments on whether landing pages that echo the title will improve conversion results.

We found some landing pages whose titles were irrelevant and optimized their first screen so that the title content appeared again on the first screen of the landing page.

In actual delivery tests, the optimized landing page significantly improved advertising conversion effects.

Below are three of the experimental cases. If you want to read the entire article quickly, you can skip the case and read the analysis and conclusions later.

▼ Case 1: Kitchen Design Advertising Experiment

Advertising copy:

Landing page before optimization:

The conversion effect is as follows:

Users click to enter the landing page: 460

Bounce rate (users stay for less than 3 seconds): 20%

Conversion (user leaves name and phone number): 1

Optimized landing page:

The conversion effect is as follows:

Users click to enter the landing page: 330

Bounce rate (users stay for less than 3 seconds): 12%

Conversion (users leave their name and phone number): 2

Through comparison, we found that after optimization, the user bounce rate decreased by 8% and the conversion volume was twice as much as before.

▼ Case 2: Makeup training advertising experiment

Advertising copy:

Landing page before optimization:

The conversion effect is as follows:

Users click to enter the landing page: 365

Bounce rate (users stay for less than 3 seconds): 20%

Conversion (users leave their name and phone number): 2

The optimized landing page looks like this:

The conversion effect is as follows:

Impressions (users click to enter the landing page): 320

Bounce rate (users stay for less than 3 seconds): 12%

Conversion (users leave their name and phone number): 12

Through comparison, we found that after optimization, the user bounce rate decreased by 8% and the conversion volume was 6 times the original.

▼ Case 3: Fashion Education Advertising Experiment

Advertising copy:

Landing page before optimization:

The conversion effect is as follows:

Impressions (users click to enter the landing page): 315

Bounce rate (users stay for less than 3 seconds): 12%

Conversion (user leaves name and phone number): 1

Optimized landing page:

The conversion effect is as follows:

Impressions (users click to enter the landing page): 450

Bounce rate (users stay for less than 3 seconds): 12%

Conversion (user leaves name and phone number): 5

Through comparison, we found that after optimization, the user bounce rate decreased by 8% and the conversion volume was 5 times the original.

4. Why should the landing page be relevant to the title?

With similar display volume , the data of these three cases before and after optimization are summarized as follows:

Bounce rate:

Conversion volume:

We can clearly see that in each case, the optimized landing pages greatly reduced the user's bounce rate and increased the conversion rate of the ads.

On the other hand, if we do not optimize the landing page according to the title, the average user bounce rate will increase from 12% to 20%, and the conversion volume may drop from 12 to 2, a decrease of 83.3%.

Why is this happening?

Let’s review these copywriting and landing pages before and after optimization:

1. "This type of cabinet is really going to be popular. 2568 people have received free designs."

2. “What are some good makeup training schools in South China?”

3. “How to choose clothing colors? Clothing matching can be done in one minute”

When users see these copywritings, they will be prompted to ask a question:

1. “What does this popular cabinet look like? I want to see it too!”

2. “What are the better makeup training schools in South China? I want to know the answer!”

3. “How should I choose the color of my clothes? I want to know some tips!”

The desire to get answers prompted users to click on the ad.

But the landing page before optimization presents these information respectively:

1. "Jiajule makes your new home more cozy!"

2. "Feifei Popular Courses"

3. "Ximan Color, an advocate of aesthetic education in China!"

We found that the landing page information provided by advertisers could not answer the questions in users’ minds at all. It's like two people talking to themselves, their thoughts are not on the same channel.

So how does the optimized landing page solve this problem?

After optimization, the title is repeated at the top of the first screen of the landing page, and entrances for "Make an Appointment Now", "Consult Now", and "Consult Now" are provided below.

So, from the user’s perspective, the optimized landing page looks like this:

1. "What does this popular cabinet look like? I want to see it too!" - Come and make an appointment and you can see it.

2. "Which are the better makeup training schools in South China? I want to know the answer!" - Come and consult and you will know the answer.

3. "How should I choose the color of my clothes? I want to know the tips!" - Come and consult and you will get the tips.

Therefore, in order to answer the question in their minds, users take the initiative to leave their contact information, which greatly improves the conversion effect of the advertisement.

Make it happen and make the landing page truly “land”!

Today's article focuses on the correspondence between the landing page and the title.

The reason why the landing page is called a "landing page" is probably because it carries the advertiser's good wishes - the user finally clicks on my web page, and I hope that the transaction can be completed.

But in real life, landing pages often become "farewell pages". Users finally see an attractive headline, but exit the landing page disappointed.

We often talk about user thinking. In order to solve this problem, we also have to use user thinking, stand in the user's perspective, and think about what we hope to get when we click on a title of interest?

We hope to get an answer that echoes the title, or some additional information related to the title.

No matter how excellent the advertiser's product is or how prominent its advantages are, it is better to wait.

First repeat the question in the user's mind, so that the user feels that we sincerely want to answer this question for him and provide him with a consultation channel.

At this time, silence is better than words. Without our repeated reminders, users actively opened the door to communication and hoped to get in touch with us.

No matter what, there is always one principle that we cannot abandon: no matter how good a product is, it cannot compare to an enthusiastic response to user needs.

Remember to answer the question in the user’s mind on the first screen of the landing page.