One trick resulted in a loss of 100,000 yuan in advertising fees! Do you still dare to use such optimization techniques?

In the past, whenever an account performed poorly, we would blame the “ landing page ” for its lack of conversion capabilities. Therefore, optimizing the landing page has become an important way for us to solve the problem of “ poor results ”.

But is this really the case?

Marketing , to put it bluntly, is spending money to buy traffic . Poor conversion effect means that the traffic intention level is low, and a low level often means that there is a problem with our traffic structure.

So, why not try to think from the perspective of " traffic structure ", and then list the influencing factors and optimize them.

That is: when you encounter a problem, you must know how to push the problem upward step by step, rather than just looking at the present.

Usually, to optimize the traffic structure, we can start from the following three points.

The ultimate goal of advertising is to obtain effective traffic, and the traffic characteristics of different channels are also different.

For example, Douban , its traffic characteristics are mostly literary young people; for example, Douyin , its traffic characteristics are mostly trendy teenagers; for example, She Finance , its traffic characteristics are mostly married women.

Therefore, the traffic attributes of different channels are different, so the copywriting will naturally be directed to different areas.

Assuming that the channel is regarded as a scenario, the user's status and the status of the information received will be different in different scenarios.

For example, The Paper , as a news source, users may choose to check it in the morning in order to obtain information in a timely manner; for example, Meiya, as a video beauty platform, users may choose to check it in the evening in order to satisfy operability; for example, Youdao Dictionary, as an English APP, users may choose to check it during fragmented time such as on the subway due to their limited time at work.

Therefore, the attributes and activity status of users in different channels are different. Then when we launch again, we need to think about:

• What are the traffic characteristics of this channel?
• What is the traffic status of this channel?

Regardless of the form of advertising, the ultimate goal is to obtain "accurate" traffic.

But the result is often that money is wasted on audiences who have low purchasing intention, relatively low spending power, and are not the final decision makers.

Take hotpot franchise as an example.

Its traffic groups are relatively simple, divided into those who have opened stores before and novices. Suppose our product advantage is that it can guarantee an annual profit of 500,000, but requires a franchise fee of 50,000. Then it is possible not to take advantage of novice conversions, they will pay more attention to risks.

Therefore, if we just blindly grab traffic without considering the real traffic group, we will end up wasting money.

So how do we define our user base? Usually you can start from the following points:

1. Endorsement of your product

The prerequisite for user conversion is that users recognize your product.

For example, some people think that intelligent robots are an advancement of the times, while others think that they are useless.

Therefore, we need to look for user groups whose ideas and products are more consistent.

2. Have spending power that matches the product price

The desired result of advertising is rapid conversion, so when placing an advertisement, the consumption capacity of the crowd is an important factor that we cannot ignore.

For example, if your product costs 10,000 yuan, but the target user is just an ordinary student, the conversion effect will naturally be poor.

3. Final decision-making power

In consumer purchasing decisions, consumers may also be influenced by other people and environmental factors when purchasing products. According to statistics, the influence of others accounts for 80%.

Therefore, when we launch a product, we must consider who the final decision maker of the product is and prescribe the right medicine.

For example, a certain knee brace for the elderly. Although its target audience is the elderly, its sales channel is the Internet, and the elderly do not know how to use the Internet.

Therefore, when it creates a landing page, it will emphasize the filial piety of children to generate purchases.

When there are no problems with the distribution channels and user groups, we need to think: Is there something wrong with my landing page?

At this point, we can try to fix it.

But how to trim it?

Generally speaking, consumers' decision paths can be divided into central paths and peripheral paths .

The central path refers to the consumer's decision-making behavior on products, which is determined by a lot of careful and rational thinking about product information.

For example, when buying a computer, men may collect information about each computer model and compare their computer configurations to choose the best answer.

The marginal path refers to the fact that consumers' decision-making behavior on products is not based on rational and sufficient thinking, but on forming judgments about products based on their own positive or other marginal information.

For example, when a fanatic buys a product, he or she will not be influenced by the functions of the product, but will be more influenced by his or her love for the product endorsed by the fan.

Therefore, for different products, we must be good at choosing different selling points for display.

If we are more professional, that is, the central decision-making path, we can stimulate users to buy by highlighting the product's own selling points;

For ordinary users, that is, on the edge decision path, you can usually highlight the final scenario of the product to persuade users to make a purchase.

For example, for a certain sweater, for the central decision path, we can attract buyers by explaining the material, workmanship, etc.; for the marginal decision path, we can describe the sweater as slimming and can better highlight the waistline, so that the boyfriend will like it and others will envy it, etc.

If it is a professional user, you can stimulate the user's desire to buy by describing the materials; if it is an ordinary user, highlighting the actual benefits that the product can bring to him can better convince him to buy.

The above are some of the factors that the editor thinks about due to poor account conversion effects, using "traffic structure" as an example.

When a problem occurs in an account, we must know how to work backwards, starting from the entire process, and look for factors that may have caused the problem, rather than just focusing on the present.

Of course, the editor only made a brief analysis of "marketing thinking". If you want to have marketing thinking, what is more important is to have a systematic understanding of the entire promotion process and the integration of various channels.

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