IMHO, 90% of the articles on information flow delivery techniques are...
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I have read some articles on the market, all of which talk about the backend operation ideas, or materials, materials, materials. Excuse me, they are too superficial. As a marketing person who has been fighting on the front line for a long time and just resigned recently, I spent 42 hours and smoked a cigarette to write this article with the hope of world peace. After reading it, it can help you: 1. Understand the nature of information flow advertising and write game copy that doubles the click-through rate . 2. My marketing thinking is two years ahead of my colleagues. 3. Plan a landing page that doubles your conversion rate . . . This article is very long and you may not be able to finish reading it. I suggest you save it first. In the second half of last year, I joined a mobile game promotion company and was responsible for information flow advertising . At that time, I was promoting a small game of 30M, which was a promotion project with an investment of tens of millions. And in such a large project, what is the general conversion rate (account creation) of our information flow advertising? 20%? 15%? 10%? Only 3-5%, 3 to 5 downloads for 100 clicks. Even though it was the bonus period of information flow advertising at that time, the cost of one click at 50 cents would still be more than ten yuan. This is the answer given by the company and most similar mobile game purchasing companies at the beginning. Later, after I optimized the copy and landing page, we achieved an average account creation conversion rate of about 12%, and the SEM conversion rate was as high as 30%. The scale increased tenfold, and the cost of account creation was even reduced to 3/1 of the original , grabbing all the benefits of information flow advertising. With a little thought, the conversion rate can be increased several times. For a project with a promotion cost of tens of millions, what a huge value it is! So first of all, you may ask how to plan a landing page with a high conversion rate? First of all, you have to learn to think before you do things. I would like to use the rest of the article to put forward a point that has been said to be so bad that it can't be any worse: starting from user needs , I have seen a common problem in many advertising pages, that is, they like to pile up various discounts on the page. For example, if you look at a product landing page with a conversion rate of 0.5%, there are usually a bunch of discounts written on it, such as: "20% off refrigerators!" "50% off movies!" "Only for the National Day Golden Week!" "Buy 100 and get 50!", and then there are a dozen discounted products printed on it. Such designs are either creativity-driven or resource-driven. In other words, starting from the "resources" owned by the designer, they add any discounts they can. After that, they ask again - why don't users buy it? Because it is not based on user needs. Some people may wonder, if I offer discounts, isn’t that targeting user needs? User needs are different for different people and scenarios. For example, the same 20-yuan voucher will have completely different effects when a user sees it while shopping in a supermarket and when he sees it in an elevator. The same 20-yuan voucher will also have different effects on men and women. When planning a high-conversion landing page, the first questions you need to think about are: "Who are the users?" and "In what scenarios do users usually see my page?" Then you will find that the user's exposure to the landing page needs to be broken down into two sub-scenarios: (1) The scenario before the user is exposed to the landing page (2) The scenario when the user is reading the content of the landing page To improve conversion, you first need to know: What are the psychological expectations of users before they are exposed to the landing page? Let me first explain the situation. The current information flow advertising channels basically display ads based on ECPM (advertising revenue per thousand impressions) and charge based on CPC. The key points that an ad needs to get displayed depend on the bid and the click-through rate. I guess many people don’t know what I’m talking about. In simple terms, I have a billboard. I make 100 yuan by showing your ad 1,000 times, and I can make 200 yuan by hanging someone else’s ad, so I will hang someone else’s. For example, if your ad click-through rate is 5% and the bid is one dollar, I will make 50 dollars if I show it to you a thousand times. If the click-through rate of someone else's ad is 10% and the bid is 0.5 cents, they will also make 50. If you pay one cent more or your click-through rate is slightly higher at this time, this ad space will be given to you. To get more exposure, the strategy people usually adopt is to increase the click-through rate of the copy. So there is such copy Such There are even (You said, look at how I make millions a year by playing games. Even if I give you a game download link, you won’t be so stupid as to believe it even if you have no money.) The copy and the landing page are a whole, a whole, a whole. The contents complement each other and the page must match the user's psychological expectations before clicking on the copy. There is an expectation behind every click. The copy also undertakes the conversion task. It is impossible to simply make a so-called high-conversion landing page. Reverse screening is an important part of any paid advertising. I once used an eye-catching headline on Toutiao, which had a click-through rate nearly twice that of half of the copywriting and millions of clicks . The conversion rate of the landing page content using soft articles reached 10%. Later, it was reported by players more than 500 times and was forced to be offline. This method seems to have good conversion rates on the surface, but in fact the retention rate is not high. No matter what kind of advertising it is, it ultimately requires a continuous relationship with the user. So it’s better to use fewer tricks. So is it impossible to write copy that attracts clicks? All I see all day is people saying “Image materials must be exquisite and beautiful to attract attention.” Will exquisiteness and beauty definitely attract people? So think about it, Papi Jiang’s videos are not very sophisticated, and we won’t watch them even if Tiny Times was filmed beautifully. Carnegie said in "The Weakness of Human Nature" that people are essentially selfish and only care about things that are related to (concerned about, identified with) themselves. Have you ever had this experience: if you use a certain brand of mobile phone, you are more likely to find people who use this brand of mobile phone. For example, if you are born in the 1980s, you will be more likely to find information related to people born in the 1980s. This is actually the pregnant woman effect in psychology, which means that when we own an object or a characteristic, we will pay more attention than ordinary people to whether others have the same characteristic as us. Therefore, to improve the click-through rate of copywriting, you can usually use the pregnant woman effect to first clearly understand who the users are, based on their age, identity, gender, motivation, hobbies, industry, region, education level, values, things they care about, facts they don’t know (understand their understanding of the industry and products), etc. How can copywriting guide users to click based on emotional appeal ? Many people think that advertising is just about stating product selling points and discount information. This is a very wrong mindset. Let me first state a fact: a user’s gaze will not stay on a piece of information in the information flow for more than 1 second. Then imagine the scenario: your target user, Xiao Wang, who was born in the 1980s, is browsing the news on his mobile phone and suddenly sees one of your game advertisements . Xiao Wang actually doesn’t have the mentality of “I want to play games” when browsing the news. Imagine that you are browsing your circle of friends and see a product you don’t need. Would you consider buying it just because it is 20% off? When people are not in the mindset of "I am sure I want to do something", they are completely emotional animals and are more easily influenced by all kinds of fresh, special and other emotional information - at this time, almost all the final decisions of action are driven by emotions. So how do you write a copy that will make Xiao Wang, who doesn’t want to play the game, decide to click within 1 second? It should be based on an emotional appeal, not a logical appeal . The information conveyed by text and pictures should be intended to promote an emotion. Several game copywritings I wrote based on the above logic were used by Toutiao as customer training materials, and they are basically everywhere now. It also comes with a screenshot of the game with some memorable points. I’m too lazy to find it here, but I guess many people have seen it. The logic behind it is related to users: targeting those born in the 1980s; creating an emotion for those who don’t know this information, and using your imagination to remove the feeling after “20 years”, “classic” and “heavy attack”? Facts are not important, user perception is what matters. I saw such an advertisement on WeChat Moments today. I have invested in this game for more than half a year, and when I invested, my colleague had also invested in it a year ago, and some people are still so excited. . . . Facts are not important, user perception is what is important, this is an iron rule in marketing. How to design a landing page? The essence of a landing page is a persuasion process, in which the most critical question - "what determines the user's choice" is essentially the cost paid by the user. There is a saying in the copywriting industry: what users want is never a drill with a diameter of 5 mm, but a hole with a diameter of 5 mm. That is to say, the purpose of users buying a product is nothing more than to complete a certain "task" . For example, the game can help users complete a task, which is the most basic value of the product. Maybe many friends don’t know how to increase the value of products. The value of products will be different depending on their classification. Let me give you an example. If you emphasize that a game is fun, then its value to users is just an insignificant tool for killing time. If you say that this game can make money, then it is a very important tool for making money. Secondly, try to find the unique value of the product. Often when introducing a product, many people will randomly introduce the "selling points," Jobs said - many times, people don't understand what the thing you are saying means to them until you show it to them. What benefits can users get from this product feature? Simply put, product features are selling points for sellers and buying points for buyers. First of all, you have to consider what the buying point of the product is. I'm sorry that I can't give examples that I have used myself. Let me give you an example: You are selling servers, and your product features are fast opening speed. You can say that research has found that if a website takes more than three seconds to open, one quarter of users will leave. The XX technology we have spent three years researching can make the website open in no more than one second, which can help you avoid one quarter of user loss, which means we can increase your sales by one quarter or 2 million every year. . . . Ok, I can’t make it up anymore. This paragraph mainly talks about an idea: making consumers realize that the value of this product to them is to increase sales by one quarter. This is how much it costs to acquire users? The most intuitive cost is price, but there are also many hidden costs, such as the traffic, time, attention, and selection costs spent by users. Therefore, try to keep the server stable and the page simple, exclude information irrelevant to the core goals, reduce meaningless content interference, and based on user selection cost considerations, appropriately add some authoritative recommendations and user word-of-mouth information. Basically, if you think about these questions clearly, you will naturally know how to design the landing page. Remember this question: What kind of scenario is the user currently in? Traditional PC landing pages allow users to read a bunch of product introductions and complex discount information, and then buy your product or download a 2G game without any problem. But the scenario for most mobile users is: they may be walking on a street without Wi-Fi, their phone screens are small, data traffic is extremely precious, and their attention may be attracted by other things at any time. If in this situation you tell him "I want you to download our APP" or "I want you to buy our 5,000 yuan product", it is very idealistic. In order to avoid the loss of this part of users, I once had this idea. For such scenarios, add a message or an instruction to the landing page content: "Convey a message in a conspicuous place: this APP is very small" or "If you are not in a wifi environment, please scan this QR code and you will get some surprises." In this way, if the user does not care about traffic or is in a wifi environment, he can download it on the spot; or, through subsequent push, he can download the APP/learn more detailed information after going to a wifi environment until the final conversion is completed. Most importantly, the user has been successfully motivated to take the first step. "Action" has an additive effect, which means that once you take the first simple action, you will be more likely to take the second, slightly more difficult action. A feasibility test plan is not something that can be made up on the spur of the moment. My analysis above may be logically sound, but if it is not confirmed by final data, it is wrong. Quick trial and error. Before you officially promote your landing page, what you should do is first use a simple and quick way to determine whether your landing page persuasion logic and page framework are feasible. For example, if you think of the unique value of a product, then quickly build up the content and spend 1,000 traffic to quickly compare it with previous conversion data. At this time, the main thing is to test whether your logic is correct. Don't get hung up on details from the beginning. I've seen too many people do these two steps in reverse. The artist spent three days modifying several fonts over and over again, and spent several more days on the front end of a function. It took more than ten days to finally make it perfect. However, when it was tested online, it was completely useless. Due to limited energy, I can only share some trivial ideas. In my eyes, marketing planning is a job that combines the understanding of psychology and human nature, the training of thinking methods, the sensitivity to data analysis , and is full of creativity and fun. I hope to make some like-minded friends and communicate more. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance This article was compiled and published by @大西由(APP Top Promotion). Please indicate the author information and source when reprinting! |
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