Why is the article conversion rate so low? You have to understand these 3 points!

Why is the article conversion rate so low that it makes you doubt your life?

Analysis of three common causes

1. The beginning is not interesting: it can’t grab the reader’s attention at all

2. Disbelief in the middle: Well, it seems to be just like that.

3. Finally, I don’t want to buy it: It’s really good, but it’s still a bit expensive

The copywriting conversion rate is low , which can be summarized in one sentence:

There is a problem in at least one of the following links:

Attention - Persuasion - Action

My copywriting conversion rate used to be less than 1%. Through targeted practice, my copywriting click-through rate is currently around 8%-14%. Here are some of my experiences:

The Law of Attention 1.0

Only talk about what users care about (interest points and pain points)

For example: I have promoted a product before, the main selling point is to improve the intestines, detoxify and beautify the skin.

Three groups of people naturally came to mind:

Constipation, dark yellow face, and obesity;

Through analysis, we finally selected the obese people;

careful! ! There will definitely be many people who write directly like this:

Now I recommend you a product that can help you lose weight, its effect is XXXX;

If you write about weight loss like this, readers will definitely close the page and leave. Because users cannot perceive it at all!

The Law of Attention 2.0

The interest points must be perceived by users!

Please try to recall the obese people you see in daily life. What are the things they are often complained about?

It's the stomach. Whether it's someone who sits for a long time, an older person, or a typical foodie, the part that is most likely to be complained about is the stomach.

So the selling point at that time changed from "losing weight, losing a certain amount of pounds" to "helping you get rid of your belly fat";

Touch your round belly and look at the photos of you losing weight, and I will firmly grasp your hand at this point!

The Law of Persuasion 1.0

Explain the principles, list the data, and trust the authority

Explain the product principle, list the core data, and the number of best-selling products

I won’t go into detail here, but most products will have a high conversion rate if they have any two of the above points.

Especially the bonus of authority, such as the award won by the product or team, the partner of a certain event, the brand sponsor, the use of a certain celebrity, etc.

The general team should try to do the first two points well. Those with resources and strength can contact the authority;

The Law of Persuasion 2.0

Nothing is more effective than what the user sees for themselves

Comparative advantages:

I sell it cheaper for the same function.

For the same price, I have more functions;

With the same function, my performance is more stable;

When promoting , I compared 4 competing products at different price points and pointed out their flaws one by one.

User Testimonials:

Showing the user's usage records requires early collection and storage (this was used during the second push);

Experimental demonstration:

Although it is not used in my article, it is definitely "hugely lethal" in terms of effect. Here I found a video of Luo Yonghao 's experiment when he was promoting an air purifier. It is very convincing:

Data + comparison + visible experimental results

Don't be too persuasive.

The Law of Action 1.0

Create a sense of urgency, limited time and limited quantity, hurry up and buy it

In order to ensure the effect, it is recommended to use "limited time" with caution during the activity period exceeding 3 days. The range of limited edition is relatively flexible, such as the last 200 copies.

The Law of Mobility 2.0:

Create a sense of gain, so that users feel that they have earned money by buying

Anchor price:

Products with similar functions are priced at 998, 798, and 598, and then a relatively lower price of 198 is given. You need to constantly raise readers' expectations and then offer a lowest price to create excitement for placing orders.

Reduce burden:

What if someone thinks 198 is too expensive?

To further weaken the price: when used with a filter element, it can be guaranteed to be effective for 180 days. So it comes down to about 1 yuan a day. You should know that simply drinking mineral water costs more than that. .

Increased revenue:

During the second promotion, based on actual conditions, we planned to restore the original price at the end of the month, from 198 to 598. I used a trick to turn the 400 yuan saved into a "benefit" that users can perceive.

Conclusion

In my opinion, 90% of things in life are related to sales. Whether it is selling products or selling yourself, it must be inseparable from this formula:

Attention - Persuasion - Action

It is like a stacked pyramid . The previous layer is the foundation of the next layer. If it is not laid well, the final conversion data will definitely not be ideal.

The above are my experiences summarized through studying books and courses, combined with my own work practice feedback. I hope it can be helpful to you.

The author of this article is @木木君 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 platform, Longyou Games