Advertising landing page production process

One of the things that netizens hate most when surfing the Internet is that they click on a landing page with certain expectations, but what they see is a landing page with confusing information and no focus. When encountering this situation, be patient for only 5 seconds and exit with one click.

So what kind of landing page can retain users and bring high conversions? Today's article will share with you the design ideas for high-conversion landing pages.

1. First of all, the landing page is used to receive traffic from the creative, so the landing page must be consistent with the advertising creativity and target audience. The things reflected in the creativity should also be highlighted in the landing page, and should be highlighted on the first screen. The attractiveness of the content can be enhanced by differentiating the font size and layout.

2. The content is easy to read and understand, and professional terms are expressed in popular terms that users can understand.

3. The conversion component should be obvious. Since the ultimate goal of the landing page is conversion, the conversion component should be placed where users can easily reach it, such as at the bottom of the first screen or fixed at the bottom of the screen. The conversion button should be designed with floating or animated effects to attract attention.

4. Strong persuasiveness. On the premise of meeting user needs, the landing page also needs to have trust endorsement and word-of-mouth guarantee to enhance persuasiveness.

2. Product selling point refinement

The extraction of selling points requires comprehensive consideration of three aspects: consumers, competitors, and one's own products.

What consumers care about most; what your products have; what your competitors don’t have

The selling point of a product is not equal to its features. It is necessary to analyze the market and the needs of target users, and to refine the product's distinctive features and points that users may be concerned about. It should not be too many, three to five is best.

To refine product selling points, we should abandon the perspective of selling goods and add the perspective of users

What can I give him? VS What do you want as a customer?

How can he do what I say? VS Do I have the resources and ability to satisfy you?

How can I get my client to do what I want her to do? VS What can I get for providing services?

3. Determine the page logic

1) Product description:

who I am

What problems can I help you solve?

How will I provide these benefits?

Why can you trust me

If you choose me, what other benefits can you get? (optional)

Take action now

2) PASS model:

P: Raise questions to make readers aware of their needs and eager to get solutions

A: Answer questions and analyze the root of the problem

S: Provide a solution

S: Examples of successful cases

3) Material provision and completion

4) Follow up design and launch

Treat yourself as a user and check whether the overall page is smooth and has no bugs to ensure the best user experience and keep the page online within the promised time.

5) Page promotion data statistics and optimization

After the landing page is launched, relevant data should be analyzed: such as PV (page views), UV (number of unique visitors), first screen bounce rate, average loading time, average stay time, etc. Optimize accordingly based on these data.

Above the fold:

Header image: The image should be related to the product or business, the content should be concise, and the layout should highlight the selling points.

Selling point: The selling point should be simple and easy to understand, avoiding information accumulation.

Conversion component: Adding a conversion component to the first screen can help improve the conversion rate. Pay attention to setting the length of the conversion component reasonably.

Welfare: Information related to welfare activities can be added above and below the conversion component to attract users and increase conversion.

2-3 screens:

Product advantages:

Brand advantages: Brand history, user scale, etc. are conducive to improving user recognition of the product.

Other information: information that helps enhance trust, such as customer reviews.