Such a marketing landing page is a bit of a waste of promotion costs!

Students who have listened to my speech must be impressed by the five principles of product pages that I talked about.

Today’s story will apply some of these principles.

The day before yesterday morning, an online promotion manager from Sunshine Insurance came to me and asked me why the conversion rate of our landing page was so poor (I can’t say how poor it is here, just know that it is very poor).

I said, this page is used for product display, or for testing the waters for online insurance, right? This friend said categorically that the boss’s purpose of this page is to bring in customers who actually spend money on insurance.

I found it very strange to hear her say that.

I don't have any detailed user behavior data for this page, none. But it suddenly occurred to me that there is a lot to say about this landing page. I think this case is quite interesting, so I want to share it with you.

1. First look at the landing page and traffic source

Let’s take a look at this landing page first. Due to layout reasons, only the first two screens are captured. (Click on the screenshot of the landing page below to see the full-size HD image.)

The main source of traffic is search engines , such as searching for "health insurance" or "medical insurance".

2. Asking the First Question: Definition or Construction of Transformation

If you want your conversion to be good, you need to construct a reasonable conversion.

What's the meaning? Speak human language!

What is the conversion goal you designed on the page - what do you want your visitors to do? For example, should we let them just browse the products, or ask them to click to register, or allow them to make inquiries, or even let them complete the purchase directly.

You might say, of course it would be ideal to allow them to make their purchases on the website!

wrong! Totally wrong!

You can think this way from a greedy perspective, but not from a realistic perspective!

Some businesses have sufficient conditions to allow users to make purchases directly on the page (please note that my choice of words here is very sophisticated, I used the word "conditions" instead of "ability"), while some do not have such conditions.

If there are no such conditions, but you insist on setting the conversion to allow users to purchase directly, then this page will definitely be a tragedy.

What kind of business doesn’t have such conditions? Please refer to the following standards (but not limited to those I have listed):

Difficult to achieve purchase-type conversion on the page:

Goods that are difficult to standardize;
Need actual experience, especially offline experience;
Professional support is required to complete the configuration or combination of goods;
The products have no reputation, are new brands, or have no mass base;
The website has no reputation, new platform, or mass base accumulation;
The price is significantly different from expectations;
…

The price is not the decisive issue. For example, the Sennheiser Audi Q5 headphones are basically the same price as an Audi Q5, but they can be purchased directly online.

However, if the above situations are compounded by high unit prices, it will basically be extremely difficult. So, for example, if you are selling very expensive educational products, the basic purpose of conversion is to get people to leave their contact information, or to be more ruthless, to get people to take offline trial classes. I have never seen educational purchases made directly online. The reason is simple. Educational products are not standardized and require actual offline experience. In addition, the specific educational configuration often requires the support of professionals. Meets multiple of the above characteristics.

Let’s look at the situation in the case. What type of critical illness insurance does Sunshine Insurance provide? - Non-standardization (products of different insurance companies are significantly different), professional support is required to complete the configuration or combination of products (what package to buy and how to buy it?), prices are seriously different from expectations (the 401 written on the page may be the price purchased by a 4-year-old child, who has the lowest price. A 30-year-old adult will have to pay four to five thousand a year).

All these factors illustrate one problem - it is inappropriate to directly use "purchase" as the conversion goal on this page. But it seems that the main user action this page wants to achieve is purchase (take out insurance immediately). But in any case, due to the characteristics of the product, it is very difficult to achieve this goal.

If you want good conversion performance, you must first define a good conversion goal. If you can’t achieve it in one go, you might as well settle for the next best thing.

3. Five principles and their order

If there is no problem with the definition of the conversion goal and there is still no conversion, then we have to use the "five principles" we mentioned at the beginning.

The five principles are "stimulation, conformity, authority, safety, and utility".

Basically the importance goes from left to right.

The incentive principle refers to the temptation you give to visitors to complete your "prescribed conversion".

The principle of conformity is to create a herd mentality, that is, an atmosphere where everyone else is doing it.

The principle of authority is to "use a big banner to cover up a tiger's hide", referring to the method used by Unilever Crest to find the so-called "China Dental Prevention Group" back then.

The safety principle is to make visitors understand that there is no possibility of problems, and even if problems occur, there will be no consequences. Even if consequences occur, there are extremely reliable remedies or compensations.

The principle of functionality is basically not a principle. It just means that you write down the great features of your product.

You may ask, why should the incentive principle be put first? Because you want everyone to know the benefits of doing what you say! Moreover, taking advantage is basic human nature.

Then the function of the product is not considered a benefit? ——Not counting! I won’t explain this in detail.

Then why should the principle of conformity be put second? Because following the crowd is the basic human nature. The same is true of the principle of authority.
Safety and functionality basically fall within the scope of rational thinking, and their importance has decreased.

The mistake we often make is that when making a web page, we focus on the rational part but pay no attention to the emotional part! Little do we know that people are emotional animals, and this is no exception when shopping!

Back to this case, let’s analyze it one by one.

4. Stimulation

The most important stimulating element on the page is here - 100 major diseases, starting from 401 yuan. See the picture below.

These stimulations don’t seem to be particularly exciting. Moreover, these incentives do not seem like extra "benefits" that people can get, but more like the "functionality" of the product.

With coverage for 100 major illnesses, it’s definitely a great product for people who know about this type of insurance (I’m already very happy that I’m covered for 40 of my own major illnesses). However, most people who search for "medical insurance" probably don't know what critical illness insurance is. For them, they probably don't even know how many types of diseases other products can cover.

The $401 is another disturbing factor because insurance premiums are directly related to a person's age. The premiums for adults who buy insurance are much higher than those for children of a few years old. Therefore, when he enters his own situation, the premium changes drastically, as shown in the figure below.

Common incentives are: discounts (lower prices for the same goods), additional benefits, the ability to make money (that is, not consumption but investment ), services that are about to end, or products that are about to be discontinued. It is not impossible to apply it in this case.

5. Herd mentality

The herd mentality is the “3120 sold” in the picture above. However, it is estimated that it will not have much effect.

The key to herd mentality is that you have to make visitors believe that a lot of people really bought it. To make something believable, there must be details. This is also why I am sure that the above herd mentality setting does not have much value - lack of details.

Take a look at what a website I like to use, booking.com, does.

6. Authority

The elements that create an authoritative psychology are completely absent from this page - at least I didn't find them.

On the contrary, what is dangerous is that the domain name of this landing page is www.ygibao.com (Sunshine ibao), but the official website of Sunshine Insurance is sinosig.com.

Insurance is purchased and paid online, but it is different from the official universal website. Although I know that both are official websites of Sunshine, will users suspect that the former is a phishing website? This setting is a minus point for the authority psychology.

7. Security

Security mainly lies in payment. After all, it is possible that a person may spend 10,000 yuan a year. I have not personally experienced the payment security of this website, nor do I understand how users feel about the virtual product (this product is not like buying a physical object on Taobao ) after payment.

But I think that "virtual-like products" worth tens of thousands of yuan should have more information about security guarantees.

8. Function

Insurance companies are very good at this.

The function page emphasizes the value of the product, which is fine. However, the question is, can this page explain such a complex product (health insurance is the most complex among life insurance products) clearly?

Since insurance products are highly professional, unlike selling a washing machine on JD.com (which is actually a bit complicated), no matter how much explanation is given about its functions, it may not be able to answer all the visitors' questions.

In terms of function, the best way is to let the online customer service solve the problem.

Therefore, going back to the previous point, it is best to set the user conversion on this page to communication with online customer service (or telephone communication). Direct purchase is really not configured enough.

9. It’s all a “routine”!

Without detailed data, at least we can take a look at the "routine".

But, is it really a routine? Or is it the grasp and understanding of consumer psychology and the grasp and understanding of your own products?

Behind the routine is business wisdom. Using tricks all the time will only lead to a miserable death.

Ultimately, this routine means that you need to create a sufficient atmosphere to sell things, and don't be too rational when facing your consumers. Because, other people’s rationality may not be on the same channel as yours? !