3-point optimization of the information flow landing page instantly increased conversion by 136%!

Conversion is the core of the entire promotion process . Problems in the account will basically lead to low conversion.

A high-quality landing page is precisely the key link that affects conversion effects, especially for information flow promotion.

Information flow promotion is mostly for potential users, so the landing page plays an extremely important role. A high-quality landing page can convert potential users into potential users, and potential users into high-intent users .

Its role cannot be ignored.

But for many optimizers, landing pages are indeed the most headache-inducing issue. So how do you design an optimized landing page?

The so-called world is full of plagiarism. When you don’t have the ability to innovate, then imitate and innovate based on imitation.

Let’s see how others do it first? Why is its landing page conversion so high? Is there any pattern to follow? Then design based on this.

So~Today, Tuzi will share with you some information flow cases, hoping it can help you.

The picture below is JD.com’s 618 advertisement.

• Creative copywriting analysis

Take advantage of the environmental influence , highlight words such as 618 and crazy rush to attract clicks, and use "only today" to increase a sense of tension to further promote user clicks

• Creative material analysis

The overall background is red, which not only fits the environment, but also takes advantage of the effect of color on stimulating users; and the copy also echoes the creative copy, which can well enhance the effect of creative clicks.

• Landing Page Analysis

First of all, in line with the creativity, the background color is also red to stimulate consumption; the design style adopts a product display series, which is in line with the user's shopping browsing habits; and coupons are placed on the first screen of the landing page to further attract users and turn to the official website for consumption.

For example, the picture below is a Tmall advertisement.

• Creative copywriting analysis

The inducement is simple and crude, without any unnecessary information. But it is not suitable for products with low brand awareness.

• Creative material analysis

The overall background is purple, which often makes people feel romantic and trusting. Although it is not as stimulating as red, it is in line with Tmall's positioning. As for the click-through rate , who can blame Tmall for its high popularity? A cat head says it all!

• Landing Page Analysis

In terms of promotional form, jumping to APP is adopted. In fact, for information flow users who are already immersed in the platform content, jumping to another APP is not suitable for all brand owners!

Moreover, on the landing page display, the content is displayed slowly.

The picture below is a loan advertisement.

• Creative copywriting analysis

Use creative templates of pain points + solutions to guide user behavior . The creative opening highlights the user's pain points, attracts the user's attention, and amplifies the user's perception of the solution through digital comparison, thereby attracting clicks.

• Creative material analysis

Although it is recommended to use native images for information flow materials, this material uses white and red for contrast, which further enhances the user's visual experience.

• Landing Page Case Study

The overall background is blue, giving people a sense of trust; the color contrast of red, blue, and white is used to highlight the product advantages, and the content also echoes the creativity; and the use of a small rocket icon gives people a "feeling of fast arrival of funds", subtly affecting the user's feelings.

Overall, the design is OK and the focus copy is clear at a glance; but the conversion copy and conversion points can be further optimized. for example:

1. Change "Apply via mobile app " to "Immediately obtain an exclusive quota of 50,000 yuan".

Use copywriting such as "Get a 50,000 yuan credit limit" to tell users what they will get by filling in their mobile phone number, and use the verb "immediately" to further enhance user motivation.

2. In the mobile phone input box, change "Please enter your mobile phone number" to "Please enter your mobile phone number, we promise not to leak your personal information."

In the Internet age, users hate having their personal privacy leaked the most; and loans are an extremely secretive matter.

3. Is it possible to put a carousel of "other users filling in information" at the bottom?

What loan users value most is security. By taking advantage of the fact that no one is willing to be the first to try something new and adopting the herd effect, the system creates the illusion that “I’m not the only one who’s suffering” to promote user conversion.

The picture below is a weight loss advertisement.

• Creative copywriting analysis

First of all, the copywriting is extremely consistent with the characteristics of Mayu users. Secondly, the traffic attracted is more precise, using the daily phenomenon of menstruation to arouse users' curiosity, and highlighting a certain user group in the copy, thereby limiting some traffic.

• Creative material analysis

In line with the creativity, eight pictures are used to tell users that they will lose weight by doing this! It also further increases users' desire to click on creative ideas.

• Landing Page Case Study

It adopts the form of forum + popular science. The forum format is in line with the user's mood for browsing information at this time, and further uses popular science to gain user trust. In terms of conversion, the test form is adopted. On the one hand, it takes advantage of the user's curiosity about the test results. On the other hand, through this testing process, it can filter out a part of the impure traffic to a great extent, reduce the energy waste of customer service, and at the same time be more targeted in the wording!

The picture below is an advertisement for an English training course.

• Creative copywriting analysis

The template of "How are you doing and what are others doing" uses users' anti-cognitive behaviors to attract clicks on the one hand, and uses them to awaken users' sense of social identity on the other. Humans are social animals and need a certain sense of existence or identity.

• Creative material analysis

It basically echoes the creativity, but it does not play a big role in promoting users to click on the creativity.

• Landing Page Case Study

The first screen commits a big taboo. Usually the mobile phone screen is small, so it is recommended to use the upper and lower text format. And judging from the landing page above, neither the text nor the picture stands out well.

Although there is a difference in size and color contrast in the focus copy, it does not make it clear at a glance. But it’s OK in terms of conversion. Emphasize the word “free” and tell users what benefits they can get by filling in their information.

The picture below is a New Oriental English training advertisement.

• Creative copywriting analysis

It took advantage of the "summer training" environment and used the super preferential benefits of 20 yuan to attract users' clicks. It’s mainly about the benefits. 20 yuan itself is already a counter-cognition in the user’s perception. Of course, combined with New Oriental’s popularity, the contrast between the facts and the users is greater, and they are more easily attracted.

• Creative material analysis

Use real photos taken by students to enhance clickability.

• Landing Page Case Study

First of all, it echoes the creativity, and in the focal picture, it has a main and secondary, distinct colors, and is easy to see at a glance.

Through the second picture, there is also a conversion point for each landing page to increase the user's conversion rate. Although it is not recommended to use too many conversion links for information flow pages, it is OK as long as the copy is well written. After all, there are beauties flirting with you, so why bother to be picky about their type?

The picture below is an advertisement for early childhood education.

• Landing Page Case Study

For the large picture on the first screen, the overall background is sky blue, which is in line with the feature of "water-based early education". It also uses upper and lower text and pictures, which conforms to users' browsing habits on mobile phones.

But the focus copy is too small and not prominent enough. Although there is color contrast, the design does not form a good aesthetic sense.

Very good design for the conversion point. Using "obtain franchise profit analysis report" as bait not only hits the needs of users, but also distinguishes between primary and secondary in copywriting design. For individual private information, users are informed that it has been encrypted, and the herd effect is used to further increase the probability of users filling in the form.

The above are a few cases that the editor shared with you this time.

So, has your page been affected by those bad designs?

The author of this article is @Houchang College Rabbit. It 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