3 tips for landing page optimization!

The landing page is the most important part of the entire page. It is associated with the content and products and improves the overall marketing perspective.

Most optimizers say that information flow is difficult to create. Every day some accounts’ materials are not good enough, the keywords are not enough, and the creativity is not attractive enough. It cannot be denied that these are indeed one of the main reasons, but they are just one of them.

We understand that Taobao's conversion process is to improve rankings through methods such as stores, products, design drawings, budgets, and Taobao Through Train. The ultimate goal is for users to place an order after seeing the product pictures! Similarly, our information flow promotion is also promoting a beautifully designed page, allowing users to "look at the picture" first and then stay. There is not much difference in logic between the two.

In other words: The promotion effect of the landing page has an impact of nearly 60% on customer retention rate! This ratio proves that page optimization is also very important.

Below I will briefly introduce a few tips based on my own advertising experience and discuss with you.

1. Content display and design

If the client completely entrusts you with the design and production of the landing page, this not only proves that you have the ability to produce excellent landing pages, but also represents the client's trust in you. In order to repay the trust of customers and give full play to your own advantages, according to the following suggestions, combined with your own landing page production ideas, try to create a new type of page, conduct tests, and observe the data changes.

Before you start making a page, make sure you complete the three elements of your product: user group positioning, product style, and content to be displayed.

User group positioning: clearly define who will see the advertisement, who will the promoted products be sold to, and who needs them.

Product style: After clarifying the user group positioning, there must be a basic product style concept to combine the product with the user group. For example, use a page with a strong sense of technology, use a real estate type page, use a wedding style page, etc.

Presentation content: This part is very important. I have seen many product cases where the product is simply introduced without considering whether the customer needs or likes it. This kind of design does not start from the customer's thinking. There is a lot of content but no focus, or the content is simple but cannot retain customers, etc.

Therefore, for page design, try to:

① Comfort:

After positioning according to the promoted products, we determine the page style used by most businesses in this industry. Some people may ask if these are all popular styles, isn’t that too much homogeneity? In fact, it doesn’t matter. As long as the style of your landing page is in line with the overall trend of the product, users will know what you do at the first moment. Then use the advantages of your product to generate user interest. Because if you want to design a completely new style, it will take a long time for you to cultivate the user's subconscious mind. Only after a large amount of advertising bombardment will users know what industry you are in when they see your page for the first time. This will be counterproductive.

As shown above, in the American fast food franchise industry such as fried chicken and hamburger restaurants, there are basically only two biggest competitors in this industry: McDonald's and KFC. The theme colors are gold and red respectively. Extracting these two color elements basically lays the foundation for the style of the page, which can make it very easy for people to accept the alliance between fried chicken and the two benchmark enterprises. I personally think this is a better point.

② Allow visitors to obtain information efficiently

Statistics show that users spend an average of only 6 seconds browsing a landing page. If they don’t find anything attractive within 6 seconds, they will close the page. If the page has six screens, each screen may only be viewed for one second. In a very short time, what you need to do is to display the information that customers care about most. If you continue to introduce the product without showing the content from the customer's perspective, it is easy to lose customers.

Another point many people say is that the first meeting may not be with the boss, but with the department head. Before the boss makes a decision, the person in charge needs to make a corresponding product analysis report.

From this perspective, it is recommended to highlight the comparative advantages and after-sales services of the product, and even how many ways of cooperation there are after the product is purchased. These are the information that responsible people and even bosses are more concerned about. We have to take this into account. Instead of just displaying the products and ignoring the customers.

③ There is an urge to consume

Let’s take Taobao as an analogy. When we browse the Taobao interface, no matter how fantastic the copy and title are, what attracts me to place an order is still the picture I see in the description. So when users see the picture and have the urge to consume, it proves that this is a good picture and a good page.

Common types of consumer promotion activities include: comprehensive exemption, exemption for the first xx people, xx quota per day, coupon collection, etc. The common locations of these types are: home page banner and form filling area, etc. This kind of content can do more communication with customers.

④ Appropriate sense of anxiety

This is more applicable to products that are service-oriented or highly targeted. We can create appropriate anxiety on the page, amplify the pain points, and resonate with users.

For example, the real estate industry might emphasize that buying a home for yourself before age 30 solves one of life's biggest anxieties.

So there is anxiety, which can be roughly divided into: anxiety about failure, anxiety about the uncontrollable, and anxiety about colleagues, but don't exaggerate it too much, otherwise it will easily backfire and scare away customers. Appropriateness must be the main focus.

2. High conversion content details

Once the overall framework design is confirmed, it is time to start refining high-conversion content.

The suggestions are as follows:

① The first image is related to the creativity

If a story is compelling enough to help you get started, but doesn’t work because the page is irrelevant to the page or even the user group, this can be a death blow to the optimizer. So make sure as much as possible that there is a strong connection between the page and the core content or keywords. The first photo is highlighted here. Many students like to put their first photo on a branding display. If the positioning is product and user, the brand awareness is relatively low, and showing it in the first picture will reduce customer interest.

② The first three screens of the page must contain content that customers pay close attention to.

As mentioned earlier, customers are willing to wait for a short period of time, and information must remain relevant while showing customers the parts they care about most as quickly as possible.

For example, in the franchise industry, we need to emphasize the future trends of the franchise industry, the support we provide for those who choose to join us, and the rate of return and cycle that most people are concerned about, and provide a full range of displays to increase user confidence.

Now the form appointment mode on the promotion page is becoming more and more popular, so form setting is also an important way to retain customers. In the past, customers were asked to fill in information continuously. Now the functions are becoming more and more advanced. It has never been easier to understand how to set up optional forms to simply meet the customer's filling needs than to do multiple-choice questions.

There are many more types of form headlines you can use to test your call-to-action copywriting abilities, and they fall into four main categories:

1 preferential treatment, for example, the first 200 successful applicants can get a discount of 1,000 yuan per day;

2 commands, such as: Why hesitate when everyone else is already learning? !

3 Promotions, such as the charity gala at 8pm on Friday night!

4. Questions: Promotion and salary increase? Why aren't you the next one?

③ There are always conversion tools on the page

Too many conversion tools will only dazzle customers and increase the difficulty of optimizing teachers' statistics. My personal habit is table + telephone, table + online consultation, table + WeChat, and I rarely use three conversion tools. Here, we can choose according to the actual situation.

Several knowledge points of web pages are summarized as follows: fun, directness, and relevance; the text on the first screen is concise and to the point; the design should be as comfortable as possible; enhance customer participation and sense of identity; appropriately create a sense of anxiety and emphasize the safety of after-sales service; appropriately build scenes to enhance the sense of experience; conversion tools are indispensable.

3. Other services on the page

For example:

1. Check carefully to make sure there are no situations where the page cannot be opened, the waiting time is too long, or there are even connection errors.

2. When users actively initiate inquiries, customer service feedback should be timely and professional language should be in place, while malicious inquiries should be avoided.

Prepare some screenshots of conversation case scenarios and even add them to the page during the consultation to increase the customer's trust in the case, including but not limited to: price consultation, service consultation, adjuster, etc.

The above is the idea of ​​​​sharing optimization of the promotion page. There are many objective factors that affect the final results of page optimization. I hope everyone will practice more. The most important thing is that the entire page can be connected with content and things. Improving the overall marketing picture will help more conversions.