The CTR is the same, which copy has a better conversion rate?

It may not be easy for you to notice, but it is very important - before making a choice, we should first look at the brand strength of the advertiser. Advertisers with different strengths should make different choices.

Why?

Have you noticed that the above four copywritings are actually divided into two types:

In fact, these two different types of advertisements will trigger different thinking paths of users and are suitable for advertisers with different brand strengths.

1. What is the central path?

Let’s first take a look at what is the central path?

Please answer a multiple-choice question.

Suppose your friend is visiting your city and you are helping her book a hotel.

Here is the basic information of two hotels. Please decide which hotel is better?

Look, this is the situation just now.

2. What is an edge path?

So what is an edge path?

This time, let’s do a multiple-choice question.

It’s still the same two hotels, but this time, instead of reading the hotel’s service introduction, you opened the comment section.

Hotel A:

I agree with this choice and would like to remind you that in the decision-making process just now, you initiated the edge path.

When we activate the peripheral pathway, we do not do complex analysis and tend to rely on external cues such as other people's evaluations to make decisions.

Is this the situation just now?

You see, the central path is like the serious and fussy Virgo, who must compare and analyze before making a careful decision; while the peripheral path is like the simple and casual Aquarius, who just needs to follow his feelings when making decisions.

1. Central copywriting, suitable for products with strong brand strength

We mentioned earlier that central copywriting and peripheral copywriting will lead to different paths.

Focused copy will directly describe the features of the product , such as:

"Don't you know? In Beijing, the hotels here are very cost-effective!"

"Attention Beijingers, come to this hotel and experience the ultimate romance!"

Such a description makes us clearly aware of the value of the product and focus our attention on analyzing it , making it easier to start the central path.

In this case, what kind of hotel would users prefer to choose?

Of course it’s the brand that’s strong. Because we will conduct comparative analysis, the more we analyze, the easier it is to favor products with strong strength.

For example, when we compare the services provided by Hotel A and Hotel B in the above text, we are more willing to choose Hotel A which offers a full range of services.

Therefore, products with strong brand strength have higher conversion rates when using central copy that directly describes the product features.

For example, the following:

2. Marginal copywriting, suitable for products with weak brand strength

Unlike central copywriting, peripheral copywriting avoids comparing hotel style, cost-effectiveness and other product features , for example:

"Many people rushed to book this hotel in Beijing, but I only realized it when I got there..."

“Top 10 must-stay hotels in Beijing!”

If users cannot get direct product information, they will turn to others for help and are more likely to trust others' suggestions, which makes it easier to initiate the edge path.

In this situation, hotels with weak brand strength have more opportunities to "counterattack". An ordinary hotel with no special features also has the opportunity to gain user trust through external clues such as other people's reviews.

For example, Hotel B mentioned above actually does not provide as many services as Hotel A. However, when we opened the comment section, we did not make a serious comparison and only looked at other people’s comments before making our choice.

Therefore, for products with weak brand strength , the conversion rate will be higher if marginal copywriting is used to indirectly promote the product through recommendations from others.

For example, the following:

Specifically:

1. If the advertiser has a strong brand, choose copy that directly describes the product features. This type of copy is called center-oriented copy.

2. If the advertiser’s brand is weak, they choose to use copywriting that indirectly promotes the product with the help of recommendations from others. This type of copywriting is called marginal copywriting.

It turns out that writing copy also requires some useful scientific knowledge.

The author of this article is @Houchangcun Advertising Bureau and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising