How does “landing page” achieve user growth?

A landing page with beautiful production and concise copywriting can help and improve user operations and achieve APP user growth . Through the landing page, users can obtain useful information in the first place, complete operations according to the prompts on the page, and get what they want, while merchants obtain user information. Hurry up and create a landing page for your APP.

1. What is a landing page?

Before discussing what a landing page is, let’s first look at the process of landing page delivery.

In the figure, we can see that the content that users most want to see on official websites, apps and other platforms is distributed through different channels , which bring traffic . When users click on any channel link/content, the first page they enter is called the landing page. Landing pages can bring users/customers to businesses.

From the above analysis, we can know that landing pages have two purposes: to receive traffic and to convert users . Expanding on these two purposes, they can be divided into valuable product display and user information collection. After users see the information released by the merchant, they will click on it if they are interested in the information. After entering the landing page, if they are interested in the content displayed on the landing page, they will take further actions. Some landing pages, in addition to displaying products, are also responsible for collecting user information. Collecting user information will help carry out the next marketing activities and turn potential users into real users.

2. What are the common landing pages?

We already know that landing pages have two functions: to receive traffic and to convert users. Therefore, based on the type, landing pages can be divided into click landing pages and lead collection landing pages.

1. Click on the landing page

(1) Marketing Advertising

The above is an advertisement for glasses placed on the QQ chat page. After clicking it, you will directly arrive at the website of the glasses store. "Myopia glasses customized for women" and "Pre-sale price 399" are concise and accurate descriptions that attract users with needs to click. The website of this glasses store is the landing page, which brings users to its own website through advertising . Complete sales conversion.

(2) User acquisition

I clicked on the ofo card collection activity shared by a friend on WeChat and came to the event landing page. The landing page introduced ofo's card collection activity. You only need to collect 5 National Day cards to redeem the National Day grand prize of 10.1 yuan. Click "Collect cards now" to jump to the APP download page. By showing users the content of ofo activities on the landing page and then encouraging them to participate in the activities, users are stimulated to download the APP and attract more users to the APP. If the user has already downloaded the APP, displaying the activity through the landing page will allow more people to participate in the activity and increase the user activity of the APP.

Click-through landing pages are mostly for product displays and event notifications for users. Users get to know your products and services by clicking on landing pages. If users need them, they will take the next step, and the purpose of the landing page is achieved.

2. Collect leads landing page

(1) Coupon distribution

Landing pages for coupon distribution are often seen in O2O and e-commerce . Users complete the order for goods online and then share it with friends. Friends open the link and enter their phone number to get the coupon.

Enjoy, a selected food e-commerce APP, also created a landing page for receiving coupons. After purchasing the goods, I couldn’t resist the temptation of the gift certificate and shared the link with my friends. In the end, Hezijun and his friend both received gift certificates. When users enter their mobile phone numbers to receive coupons, the merchant obtains the user information and the user receives the discount, but this discount can only be used in Enjoy. Users who have received gift coupons have a higher willingness to consume than those who have not received gift coupons. If it is a relatively new APP, you can use social connections to distribute coupons to increase its popularity.

(2) Direct registration

The landing page of the invitation-gift activity of Tuandai.com APP provides users with a novice gift package worth several thousand yuan. Seeing this, who can not be tempted? However, if users want to get this gift package worth several thousand yuan, they need to complete the new user registration. At the bottom of the invitation-gift page, there is a registration form. After the user completes the registration, he can receive the novice gift package.

The invitation-gift activity of the Tuandai.com APP mentioned above is shared by the user's social connections, which increases the trust of other users to a certain extent. The user clicks on the shared link, arrives at the landing page, is attracted by the information on the landing page, and completes the registration. For the Tuandai.com APP, new users are acquired through the landing page. Users receive the novice gift package provided by Tuandai.com APP from the landing page.

(3) Make an appointment

Since WeChat Moments introduced advertising, I often see advertisements for landing pages that collect leads in Moments . For example, this ancient style photography advertisement was placed in the circle of friends. Users clicked to view the details and viewed the details page of the event. The page also emphasizes that this event is exclusive to WeChat registrations, with only 99 places available, using this limited-time offer to stimulate user registration. At the end of the landing page, users are provided with a registration form to fill out. Users only need to fill in their own information and a staff member will contact them.

Landing pages for collecting leads are mostly used to collect user information. Through the copy and pictures on the page, they display their own activities or products to users, and then use preferential prices and gifts to stimulate users to sign up. After merchants obtain users' personal information, they can convert these potential users into real users through subsequent marketing activities or messaging through various channels.

3. How to create a landing page

Pictures and text are the most basic components of a landing page, and most landing pages have form elements. When creating a landing page, how can you make users like it?

1. Images

The pictures on the landing page are generally more exquisite, and the overall page design is consistent so it does not appear abrupt. After the user enters the landing page, the first impression is the overall style. Imagine if the picture is not clear and the style of the entire page is very low-level. Will the user think that he has mistakenly entered a scam page and close the page immediately, let alone fill in personal information in the form?

2. Copywriting

The more concise the copy of the landing page is, the better. The title can let users know whether this landing page is for event registration, coupon collection, or special product display. As soon as users enter the landing page, their eyes are attracted by the title, and the bounce rate is reduced. As for the explanatory copy, it only needs to let users know what this landing page is for and how to operate it specifically. Too much text can also increase your bounce rate.

3. Form

Forms are used to record user information and also need to be streamlined. The landing page form of a food delivery app only requires filling in a mobile phone number, while local activities only require filling in a user's name and mobile phone number... In the design of the form, users only need to fill in the information necessary for merchant marketing. If the cost of user participation is too high, it will only result in user loss .

Summarize

A landing page with beautiful production and concise copywriting can help and improve user operations and achieve APP user growth. Through the landing page, users can obtain useful information in the first place, complete operations according to the prompts on the page, and get what they want, while merchants obtain user information. Hurry up and create a landing page for your APP.