APP operation and promotion: How to create a good landing page to promote user growth?
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The ultimate goal of the landing page is to serve the big goal of " user growth ". Therefore, before introducing the landing page system, let us introduce the logic of user growth. 1. What is the logic behind user growth? 1. What is user growth? User growth is the number of customers acquired minus the number of customers churned. The more users you acquire and the fewer users you churn, the faster your user growth will be. So why do users churn? Simply put, you have too many bugs and cannot meet user needs, which will increase the risk of user loss. Combined with the formula “User growth = user acquisition – user churn” mentioned above, we need to do two things: first, increase user confidence; second, reduce user doubts. This is the core of user growth logic. The more confident users are in your products and services and the fewer doubts they have, the more likely you are to succeed. 2. How to obtain traffic? When it comes to specific website traffic, user growth is actually a two-way interactive process. First, the website (including blogs) provides content to the channel, such as advertising and social media; then, the channel provides traffic to the website, such as registration, downloads, etc. In this process, the landing page receives visitor traffic and converts it into sales leads, users, and even customers. Since the landing page is so important, how can we make a good landing page and promote user growth? 2. Basic Elements of Landing Pages 1. Purpose of landing page We already know that the goal of the landing page is to attract traffic and convert users. Specifically, it is divided into two aspects: one is to preheat the sales funnel, and the other is to enrich the marketing database. What is warming up the sales funnel? Simply put, let your users know your products and services first. The landing page on the left allows visitors who didn’t know you before to know what you do and what products and services you can provide to users. In this way, when your sales, customer service, and marketing staff contact users for the second time, they will not be completely ignorant of you, and it will be easier to sell your products. What is a rich marketing database? Maybe your product is high-priced and low-frequency, such as a 20,000 yuan education course or a SaaS product of more than 100,000 yuan. It is unlikely that users will buy your product on their first contact. At this time, you need to collect as much user information as possible so that you can activate or recall users through subsequent operations and keep them in touch with you. 2. Classification of landing pages There are basically two types of landing pages: click-through landing pages and lead-generating landing pages. The typical feature of a click-through landing page (left in the above picture) is that it has many buttons on it. When traffic arrives at your website, it will be directed to other web pages. The key is to jump by clicking the button above. This is the biggest function of the click-through landing page. It takes over the entire traffic and distributes and converts it to other pages. The typical feature of the lead generation landing page (on the right side of the picture above) is that there is a form on it, which can quickly collect the user's basic information for later marketing use. This is a landing page of a foreign university. It first introduces itself as the number one university in Australia and what you can gain if you come here to study. If you are interested in this, you will probably fill out the form and wait for the other party to contact you. 3. Five elements of landing page Although these two types of landing pages have very different layouts, they actually consist of 5 common elements. 1. Unique selling point Imagine you are in contact with a stranger, what do you need to do? Experienced salespeople know that the first thing is to build goodwill. You need to tell visiting users: Who are you? What value can you provide? What is the difference between you and other products? You have to use one sentence to break the barrier between you. 2. Heroes strike Simply put, a landing page is a photo that sets the tone for the appearance of your entire landing page. Just like a person's dress and appearance, others will form an impression of you based on their first sight or self-introduction. 3. Consumer benefits Consumer benefits should be written in terms of services, not specifications. Taking a pen as an example, “this pen has 10 ml of ink” is a specification, and “this pen can write beautiful words” is a service. Consumers don’t care about the specifications and functions of your product. What they care about is what services your product can provide them and what value it can bring to them! 4. Social Testimony Social testimony reflects a social mentality: no one wants to be "cheated"! If I tell you now that I have a great product, and then you ask me who has used this product, you tell me that you are the first one. This will create a psychological barrier for users, because no one wants to be a "guinea pig" and spend money to buy a product that no one has ever used. Therefore, social testimony is to lower the user's psychological threshold and reduce everyone's doubts about you. 5. Call to Action Strike while the iron is hot; action is worse than intention. After saying so much, we finally hope that users will register, purchase or leave their information. In fact, these five points can be summarized as the one at the beginning: increase confidence and reduce doubts. What is increasing confidence? We have unique selling points and can provide you with much value. What is doubt reduction? We have a lot of social testimonials. You are not the first one to use our products and you will definitely not be cheated. Come join us now. (IV) Interpretation of landing page elements The company is called Clickable. Let’s take a look at its entire landing page layout. First, the unique selling point. Clickable Empowers Your Search Marketing. Making You Faster, Smarter & Profitable! The first core keyword you see may be Search Marketing, then you know that this company is related to search engines, which immediately increases customers' perception of you. Second, heroes strike. In the picture behind, a professional office worker smiles at you; this can build your favorability towards him and establish a professional image. Third, consumer benefits. Here are 6 benefits of Clickable, including use friendly, simple & fast, etc., to give you the impression that "this is a simple, easy to use and convenient SaaS tool." Fourth, social testimony. At the bottom of the landing page, there are endorsements from companies such as Google, YAHOO!, and Microsoft. If you were to choose such a product, you would be more confident when reporting to your boss, and you would feel more at ease when using it. Fifth, call to action. The final CTA is “15 Day Trial”, which encourages users to leave their information and register. In fact, this will invisibly lower the threshold for users. If you are required to pay when you register today, it will cause a lot of doubts for users. 3. How to improve the conversion rate of landing pages? If the above is the process from 0 to 1, you work with designers and engineers to complete the landing page; but this landing page can only have a 10% conversion rate, which is far from achieving your KPI this year. The next step is the process from 1 to 100. You need to continuously improve the conversion rate of the landing page. 1. Disassembly indicators First, we start by breaking down the indicators and finding areas that are easy to improve. What we ultimately care about is the number of users or leads, which needs to be broken down into relatively independent indicators. Number of users/number of leads = number of visits X registration button click rate X registration conversion rate. Why is the ROI of landing pages usually the highest? Let’s look at these three metrics: number of visits, registration button click rate, and registration conversion rate. Taking visits as an example, visits are traffic, and traffic is obtained by placing content on channels. If it is SEO, it may take 3-4 months to see obvious results; if it is SEM, you need to spend more money on advertising to see results. Taking registration conversion rate as an example, you need to find product, design, and engineers to redevelop a registration process and design a new user experience. Taking the landing page as an example, the landing page includes elements such as unique selling points, banner images, consumer benefits, social testimonials and Call To Action. Let’s say you can increase your conversion rate by 20% by changing the color of the sign-up button on your landing page. That means you can get 60 more users per week than before. If the average customer spending is 2,000 yuan, then this slight adjustment can increase revenue by 120,000 yuan. Therefore, landing page optimization often has the highest ROI! 2. Transformation mechanism If you don’t understand how conversions are formed, you can’t improve your conversion rate. Conversion occurs when the traffic’s intent matches the marketing content you provide. What is access intent? If a user is looking for health products, but he clicks in and finds that it is a book store; at this time, don’t even call it a conversion, the user may have been lost directly. But if the landing page is about health products, and it is about teaching users how to use health products to beautify their skin, the user is likely to be converted by you. 10 psychological techniques to improve conversions Improving conversion rates is closely related to psychology. Here are 10 common psychology techniques: 1) Sense of authority, 2) Top hat effect, 3) Social testimony, 4) Loss aversion, 5) Pushing the envelope, 6) Scarcity, 7) Community effect, 8) Exploiting expectations, 9) Sense of freedom, and 10) Sense of controversy. Here are two examples: 1. Sense of authority How many people are using your product and how many media are recommending your product are important ways for companies to establish a sense of authority in the minds of users. 2. Community Effect Establish an imagined community based on a sense of belonging; once everyone resonates with this sense of belonging, transformation will easily occur. 4. Life cycle of skills Techniques are used to meet people's basic psychological needs, increase users' confidence and reduce their doubts. But any technique has its own life cycle. Take the [Share] button as an example: The first person discovered that the [Share] button can be used to bring a lot of viral spread and activity; later, the technique was gradually improved by everyone, such as when to use sharing; later, it was used extensively by everyone, and everyone found that the [Share] button is very suitable for social products; finally, the [Share] button became a common industry standard. So why is it unreliable to rely on skills? Because by the time you discover a technique, it has often become an industry standard, and the benefits it brings you are limited, and it may not necessarily be applicable. Because our customers, products, and customer journeys are different, a strategy that works in other contexts may not work for you. 5. Optimize the conversion rate of landing pages So: instead of relying on skills, it is better to rely on processes, so that we can operate as efficiently as a machine! The first step is to set KPIs. This KPI generally starts from your revenue target, works backwards to deduce your customer acquisition target, and then gets the conversion rate target you need. The second step is to collect data. You need to have a baseline to know what your current registration conversion rate is and how your website traffic is performing. The third step is data analysis. You need to select an indicator, such as the user volume indicator above, and break it down. Number of users = number of visits X registration button click rate X registration conversion rate. Through this decomposition, analyze which point is easy to improve and what are the connections between these points. The fourth step is to establish a hypothesis. There is a skill to building hypotheses, and it is based on your KPIs. If your goal is to increase the click-through rate of your sign-up button by 10%, then you need to think about how you can do that. Optimizing buttons and customer testimonials is usually unlikely to increase conversion rates by 10%, but your value proposition is often the focus of optimization. Step 5: Prioritize. Once you have made your assumptions, combined with business experience, you can usually tell what is feasible and what is not. We usually analyze from three perspectives: First, how much engineering effort is needed; second, how much design resources are needed; third, how long is the implementation cycle. You can calculate a weighted index for these three variables to prioritize each hypothesis. Steps 6 and 7: Implement testing. Next, please start implementing the project and conduct testing. When starting to test, it is generally recommended to use the A/B testing method; if the traffic on your website is really too small, you can also use the A/A testing method, that is, run your new landing page with full traffic. Step 8. Analyze/learn. Finally, back to data analysis or learning optimization. Analyze the results of your experiments to see which ones have an effective impact on your users and which ones don’t. If you use such a process, the most important benefit is that there is high repeatability and a high sense of anticipation. All assumptions are put on the table and prioritized, including what can be done and what cannot be done, which will give the team a very good expectation. 4. 5 Steps to Optimize Landing Page Conversion Rate The conversion rate optimization pyramid is very similar to Maslow's demographic needs theory, with the most basic and most advanced optimization methods. The pyramid also represents the highest ROI to the lowest ROI, that is, from "a very small modification can improve the conversion rate a lot" to "it takes a lot of effort to improve the conversion rate." 1. Functionality Functionality is the foundation of the entire pyramid, which is to check whether your product is damaged. As shown in the picture above, this is a damaged iPhone; such a phone may not even be sold for 200 yuan. When you find such problems in your product, take the time to fix them as soon as possible; by fixing these problems, you will quickly achieve significant improvements. 2. Accessibility Accessibility refers to whether your website or product is friendly enough for people with disabilities, so that more people can use your product. Taking the stairs in the picture above as an example, it is convenient for people to go from low to high or from high to low, but the stairs are not very convenient for disabled people using wheelchairs. Therefore, a slope has been added to the stairs in the picture to facilitate the movement of disabled people using wheelchairs. (III) Availability The usability of a tool lies in whether the user can operate it according to your ideas. A typical example is the Swiss Army Knife in the picture below. Each of the knives in this Swiss Army Knife is very useful in specific situations, but when all the tools are put together, it becomes a disaster for the user. Because users don’t know which knife to use, it will be very slow to use if they are not familiar with it, and users are likely to give up. 4. Intuition Taking the keyboard above as an example, its F1-F12 keys are at the lower right corner of the keyboard, while on a normal keyboard they are above the number keys. Such a product design is not user-friendly. If you have many competitors, your users will easily leave because your product is not intuitive enough and the learning cost is too high. 5. Persuasiveness Persuasion is a combination of your marketing, products and customer service. It is a brand sense. The most classic example is the difference between Pepsi and Coca-Cola. Someone once conducted an experiment on the street. In the absence of a trademark, people generally chose Pepsi, thinking that it tasted better. But once a trademark is put on it, most people will choose Coca-Cola. This illustrates a point: the image that Coca-Cola has created, its marketing information, and its services will make you ultimately choose it. V. Case Analysis Let’s take the landing page of a women’s clothing shopping website as an example and string together all the knowledge points we mentioned above in order to improve the conversion rate of the landing page. 1. Functionality: Can basic functions be realized? The first is functional testing, which checks whether the landing page loads too slowly when accessed in different browsers, different network environments, and different regions. You can use the funnel function of GrowingIO to segment the conversion rates of different devices into different dimensions. If the conversion rate of one dimension is 10-20% less than that of other dimensions, there is often a problem here, which is worth studying. 2. Accessibility: Is it friendly to people with disabilities? The most user-friendly aspect of consumer products is color. In China, approximately 5%-8% of people may have difficulty in judging colors. Throughout the e-commerce website, the color of the clothes worn by the characters should be somewhat different from the background so as not to cause trouble to the visually impaired. Visually impaired people are more or less aware of their visual problems, so what you need to do is to provide highly distinctive colors to facilitate users to distinguish, which will greatly improve the conversion rate of this part. 3. Usability: Does the user follow your instructions? A very simple way to check usability: have your users show you how to use it. Taking an e-commerce website as an example, you can allow users to select a red dress, add it to the shopping cart, and successfully pay. If the user successfully completes the above process, it means that your website or product has basic usability. 4. Intuitiveness: Is the product experience friendly? The difference between the two pages below is the location of the share button, which is the upper left corner and the upper right corner respectively. Because most consumers are right-handed, placing the share button on the left is obviously not in line with most people's intuition. 5. Persuasiveness: Comprehensive Decision Persuasion is closely related to a person's decision-making, and it is a comprehensive decision that comes from your marketing information, product information and service information. From a marketing perspective, here is a concept called Emotional Targeting, which is to make consumers feel emotional and impulsive, thereby leading to conversion and consumption. In emotional targeting, you have five elements that can be used to promote irrational consumer behavior: emotions, materials, text, visual effects, and colors. Below we focus on color, because different consumers react differently to different colors. Impulsive consumers respond to colors such as black, red, orange, and blue. For example, fast food restaurants and hypermarkets use these colors extensively. Budget-conscious consumers are very sensitive to navy blue and teal, such as mass merchandisers. Traditional buyers prefer pink, sky blue and rose red, just like the clothing store we introduced above. It is not difficult to find that the landing page we are going to optimize today actually has contradictions in color. Because the character’s clothing on the landing page is pink, but the banner is blue, the user’s attention may be diluted. So at this time it made a revision, unifying the color style into the latter style, which is the pink style. Experimental data showed that the conversion rate increased significantly, and the final revenue increased by 86%. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @ compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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