Mobile promotion conversion effect is poor? 2 steps to get everything done~

Now, it is no exaggeration to say that the traffic of some traditional industries on mobile terminals is higher than that on PC terminals. This shows that mobility is the general trend.

Since all the traffic has gone to mobile devices, why is my conversion rate still so poor?

The main reasons can be attributed to the following two points:

• Baidu has more traffic entrances, but user intention is not very high
• Users’ search scenarios are extremely fragmented

This is why there is no conversion. The fragmentation of users’ search scenarios will also increase our costs. Since users are in a situation of multiple searches, it means that they may click multiple times but not make a deal.

Isn’t it a scam?

Therefore, the prerequisite for mastering conversion is to master the characteristics of mobile traffic .

So what are the characteristics of people on mobile devices? How to operate on different attributes?

Come, let me share a few points about this.

As far as bidding is concerned, the biggest characteristic of mobile traffic is fragmentation .

Mobile phones are small and portable, and users may have search needs at any time. It can be used in various scenarios such as going to the toilet, waiting for the bus, taking a break from work, eating, taking a lunch break, etc.

All of the above are beyond our control. Therefore, we can prepare from the following three points:

The value is directly reflected in creative writing .

The biggest advantage of bidding is that users have clear intentions, and the biggest feature of mobile is the fragmentation of search time. The combination of the two allows users to find what they need at a glance.

For example, the search term is: How much does it cost to sign up for a makeup training class?

Is the second idea better than the first? Why?

1. In terms of creativity, it directly meets the user's questions about the search terms.
2. And highlight the benefits of registration at the end to attract users to click

In the mobile era, the speed at which users obtain information is the key to your success. Therefore, creative writing should be as simple and clear as possible to allow users to obtain information while highlighting the value of the product .

What if I say: I am a terrible copywriter . I understand the key points of writing, but I still can’t write?

Of course, I’m looking for rabbits. Come, let me share with you a trick so that you don’t have to write copy all night anymore.

The landing page should have a clear purpose .

On the PC side, we may directly move the landing page to the homepage due to various reasons such as personnel. But mobile phones and PCs are completely different.

The PC side has navigation, a large screen, and can display a lot of information, so users are more likely to find the information they want; while the mobile side has a small screen, so not too much information can be placed on each screen, and the buttons are too small to allow users to click on them.

Therefore, the landing page must be clear and consistent with the creative idea .

Customer service is the last process, but also the most important. For mobile promotion , the only purpose of customer service is to request contact information !

Of course, there are many ways to do it and you can adapt to the situation.

For example, if it is noon, you can use the excuse of eating or taking a lunch break to ask for it. But as for the evening, due to the longer leisure time, users have the most problems during this period. We can solve the problem by adding WeChat voice chat. It not only saves users the trouble of typing, but also provides contact information.

Here, Tuzi suggests that it is better to use WeChat , which can achieve conversions subtly; as for the phone, the call frequency is too high and the conversion time is not too long, which are all disadvantages. (This is just a suggestion, different situations in different industries)

Typing may be more troublesome on mobile phones, so when placing keywords , we should also pay attention to the following three types of words.

This is the first type of words that users are exposed to. The biggest feature of drop-down words is their large search volume, so when expanding keywords, you might as well use them as a basis for expansion.

Actively entered and searched by users, these words often have high user intent.

Usually, when users search, they are not thinking about a specific product but a need, so the users’ search terms are relatively long.

Then we can focus on expanding the long-tail words on the mobile terminal.

Refers to the associated search in the middle and end of a web page.

This type of words is mainly an operation carried out by Baidu to increase user stickiness and improve search depth. This means that many people may be guided to click, so the intention is often not very clear.

This requires us to consider the needs rather than the words when designing the landing page. Because users' search terms are constantly changing, we cannot guarantee that the search results they click on based on this term are what they really want.

How to do it? Let me give you an example.

For example, when searching for the term "investment and franchising", users may be more concerned about:

• Franchise Policy 1
• Project Prospect 2
• Can I make money?
• Is it suitable for me 4
• …

Then we can make a screen for each of these needs, and then use different layouts for different words.

For example, if a user searches for "Which projects can I join to make money?", then the landing page design can be: 3214;

If the user searches for "What entrepreneurial projects are suitable for couples born in the 1980s?", the landing page design can be: 4321.

In bidding promotion, many things remain essentially the same, that is, "not deviating from user needs." Therefore, we must learn to look at the needs rather than the words .

Why do we all think that mobile conversion is difficult?

It’s just because we don’t understand the characteristics of mobile traffic. Identify the characteristics of your target users in mobile search , then compare the entire bidding process, prescribe the right medicine, and make breakthroughs one by one.

The author of this article is @兔子. 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