If the conversion rate of information flow ads is poor, it may just be that your landing page is not strong enough!

Poor conversion - being scolded by the boss - low salary, this can be said to be a vicious circle, and it is also a problem that every SEM er ( information flow optimizer) may encounter.

So, today let’s talk about “how to correctly improve conversion effects”.

What is a landing page?

What is a landing page? Is this question stupid?

We always talk about meeting user needs, but does your landing page really meet user needs? Do you really understand landing pages?

Here, let me give you an example to make it easier for you to understand.

"SEMer, why did you choose Lin Chiling as your goddess?" Maybe you would say: "Because she is beautiful" or "Because she has a good figure"...

Regardless of the reasons stated above, it can be called a "standard". That is, Lin Chi-ling meets your needs (standards) for finding a goddess.

The same is true for landing pages. Why do users convert? Because it meets all the points I care about about this product.

How to design a landing page?

Generally speaking, landing pages can be divided into brand activity pages and lead collection pages.

But no matter what form it takes, the ultimate goal of the landing page is to "obtain leads", and the ultimate motivation of users is "corresponding value returns".

So when designing a landing page, don’t rush to insert the conversion point before explaining the user’s needs clearly; and be sure to inform users of the value they can get in the conversion process (that is, use benefits to lure users).

Usually the design logic of a landing page can be divided into the following points:

First screen: Who am I and what needs can I meet (solving the first impression)

Second screen: What kind of value can the service provided by the product bring (increasing purchase motivation)

Screen 3: How can I trust that I can bring these benefits (solving trust issues)

Screen 4: Benefits of registering now (solving the final challenge)

When designing a landing page, you must first clarify the "purpose", that is, what purpose you want to achieve through the landing page, and then set the content around the "purpose", and use product attributes as product support points to increase user trust in the product. Finally, give users a reason to buy and increase their motivation to buy.

Landing Page Design Considerations

Once you understand what your landing page needs to contain, you need to think about how to maximize user absorption.

Usually, we can use some small tricks in design to increase users' absorption of selling points.

For example, in the picture below, we regard it as two pictures on the left and right. What information have you absorbed?

Therefore, some design techniques are also crucial in landing pages. It can usually be summarized as follows:

1. Leave White Space

According to research, when an object is surrounded by a blank space, our eyes will unconsciously focus on the object because there is nothing else in that space to distract attention.

For example, in the picture below, we will notice the black words above at a glance, thus achieving 100% absorption.

2. Focus

That is, only choose one product that can solve the task needs of users and explain it in depth. Sometimes, too much information is no information.

3. Avoid talking to yourself

Choose products based on the actual benefits they can bring to users, rather than simply emphasizing product attributes.

4. One screen, one theme

It means that the content is natural and can leave an immediate impression in the user's mind after just one glance.

For example, in the picture below, which selling point do you remember after looking at the picture?

Let’s take a look at the picture with only one selling point. Isn’t it clearer?

How to judge the effectiveness?

After understanding the landing page production process, we need to understand the effect of the entire delivery process.

The job of a bidder is one that is always based on "data". Data is used to determine the direction of account promotion , the direction of account optimization, and so on.

So the question is, how should we judge the effectiveness of promotion? Usually, we can proceed according to the following points:

Observe the trend of conversion rate

After deploying the GA target code to the registration button, you can easily observe the conversion rate trend every day. If the conversion rate is abnormal, you can start reviewing to find the cause.

As can be seen from the curve above, the conversion rate began to show a clear downward trend at the end of February. I would then use the analysis template below to think about whether the page conversion rate has decreased or the quality of the organized traffic has begun to decline.

Use GA experiment function to A/B test the page

In the above, we mentioned low conversion rate. It is very likely that the landing page does not meet user needs. However, in actual work, it is not advisable to change the page only because the conversion rate is low.

Generally speaking, it is common for single- channel promotions to have a low conversion rate. What is more important is to use science to look at the situation. That is, conduct A/B testing on the newly planned pages and the old version pages by splitting the traffic by 50%.

After running the campaign for a week, you can use the data to understand which landing page has a higher conversion rate for that channel. By using the GA experimental function, this goal can be achieved well.

Thermal map monitoring

While introducing large amounts of traffic, it is also necessary to perform micro-iterations on the page conversion rate. Even if the conversion rate is increased by 0.5%, it may directly save hundreds of thousands of dollars in promotion costs.

For example, from the figure below, we can see that the number of users drops from 61% to 17% after browsing the second screen.

So the question is: Why do users churn so quickly? Was it because the conversion section was introduced too early, causing resentment? Or something else.

The two sections where users spend the longest time are the header image and the design case section. Can we consider moving the content that users care about upwards?

By adjusting the page based on the problems and assumptions found above, you can perform micro-iterations on the page and verify the assumptions.

In the first article, the editor mentioned " scientific delivery of information flow ".

So what is scientific delivery? That is, be good at using all tools and using data as the basis to optimize the account.

Information flow, after all, is a process of constantly correcting user portraits and improving user attributes and needs, so as to achieve the goal of refined management and refined targeted delivery.

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