Analysis of explosive materials and landing pages in 6 hot investment industries!

The more exaggerated, the more explosive?

Totally wrong! It’s not only the materials with exaggerated acting and intense conflicts that can stand out, nor is it that a landing page with more information points can become a conversion driver. There are actually traces of explosive materials and high-conversion landing pages.

Based on the brand event advertising intelligence in the past 30 days (08.13-09.16), the following will share and interpret the explosive routines of producing advertising materials and landing page materials in industries that mainly promote brand events through industry overview, popular material analysis, landing page routine analysis, etc.

The top ten industries with the most advertising placements, mainly brand event advertising, are as follows. It can be seen that life services, finance, automobiles, home furnishings and decoration, investment and franchising, and real estate account for the highest proportion, among which life services advertising accounts for 14.12%.

* Brand campaign ads refer to ads that are not for app downloads or product sales, but for the purpose of promoting form inquiries.

In advertising promotion, the creative material attracts traffic, and the landing page receives the traffic, thus forming an incremental closed loop of delivery.

This is especially true for advertisers whose main promotional purpose is brand activities. Therefore, during the marketing process, they need to think more about how to make good advertising materials so that they can be more smoothly connected with the landing page; how to make a good landing page so that users can truly retain and convert.

Below, we take the six major industries of life services, finance, automobiles, home furnishings, investment and franchising, and real estate as examples, and focus on analyzing their explosive materials and high-quality landing pages.

(1) Lifestyle services

·Alternative plot arrangement and novel promotion angle

The video exaggerates the dialogue between the debt collector and the debtor, with an alternative plot arrangement and a novel entry point, and then throws out an irresistible reason: spend very little money and buy a lot of things, which makes users feel it is very cost-effective and the motivation to buy is realized.

·Target pain points and provide the right remedy

Being late for work is a pain point that all workers can relate to. They rush to work, always on guard against being caught by their boss. The video provides a solution of renting a car, which is cheaper than taking a taxi and more convenient for work. It perfectly meets the commuting demands of workers and encourages users to download the App to experience it.

·Conflict dialogue, users are more focused

The story begins with an argument between a man and a woman. On the surface, the situation seems serious, but in fact, the girl did not ask the boy for help in moving. The conflict is magnified and exaggerated, making users full of expectations for the moving app used by the girl. The conflicting plot arrangement makes the ending even more impressive.

(2) Financial Industry

The financial industry includes multiple categories such as insurance, financial management, and credit cards. The advertising content and landing page materials of the insurance sub-industry are of relatively high quality, so the following analysis takes insurance advertising as an example.

Create realistic scenarios and propose product features to solve needs

Through the scenario where the car owner makes a special trip because his car insurance is about to expire, the feature of the product that can be renewed online is introduced. At the same time, other online functions such as insurance testing and insurance price testing can be highlighted. By substituting scenarios and combining product features, we help customers solve renewal needs and provide convenience.

·Establish various situations and responses of different groups of people, and highlight the benefits of free consular protection

By providing high-value insurance services for various groups of people and age groups, we highlight the key points and practicality of meeting various needs. The advertisement shows different reactions of different groups of people after getting the insurance from their perspectives, highlighting the universality of this type of insurance, which can be applied for by anyone.

(3) Automobile industry

Emphasize practicality and integrate into life scenes

By showing a pregnant woman sitting in a spacious car, the author naturally turns to the comparison of the space between large and small cars, and introduces the powerful function of the App to query different prices, different models, and different dealers. The sense of daily scene substitution is also strong and more realistic.

In the form of questions and answers, the elders can use their rich experience to guide the loopholes behind the car-buying keywords, and then introduce the car-buying magic tool App. The introduction of practical science can arouse the curiosity of users and promote the App itself.

·Dramatic conflict at the beginning, reversal creates attractive effect

The beginning shows an exciting scene of two people chasing each other to create suspense, and then transitions to the practical functions and cost-effective benefits of the App. By creating conflicts and contrasts, the dramatic effect is achieved to attract the audience, and the scene is down-to-earth and not likely to cause users to be disgusted.

(4) Home furnishing industry

Use interview questions to show the professional level of decoration

The advertisement adopts a question-and-answer interview format, using the decoration questions raised by the interviewer to elicit the interviewee's answer, and combining the inner drama to give an answer that goes beyond the routine. After helping the audience answer their doubts, it also shows their professional decoration level, and finally shows more specific product information at the end of the plot.

·Second-hand house decoration wants to cheat laymen, professional channels are guaranteed

The advertisement pretends that the decoration team wants to charge non-expert customers excessive decoration fees, and through a series of decoration issues about second-hand house renovation, it hits the decoration pain points of ordinary users. The introduction of App information in the middle introduces product information to consumers and also provides a channel for reference to solve decoration problems

·Black-hearted renovation team delays construction period, free quotation for key points to avoid pitfalls

By encountering real-life situations where unscrupulous decoration teams deliberately delay construction and demand more decoration fees, combined with real family environment factors, the author highlights the anxiety of difficulties and the needs that need to be solved urgently. Finally, the product App's level of protection, free quotation sheets and its ability to avoid pitfalls can be demonstrated.

(5) Franchise industry

· Create a "sense of satisfaction" and directly touch the essence of human nature

In the video, the young couple was initially ridiculed for their low financial resources, but in the end they were able to give each other a slap in the face. The plot is dense and exciting, and people who have had similar experiences can get a sense of satisfaction from it, prompting users to try the protagonist's way of getting rich in the video and successfully promote it.

This routine of creating a sense of satisfaction has been enduring for a long time. The reason behind this is that it can satisfy the audience's desire to be recognized and respected.

·Speak your mind and feel the same

"In my early 20s, I want everything, but I am troubled by the lack of a way to get ahead." The video expresses the inner thoughts of young people from their first-person perspective, from being confused and helpless to counterattacking with a bright life. It provides room for imagination to envision the blueprint for the future and stimulates users to join in and get rich.

· Imitating movies, novel and interesting

Imitating the scene in the movie where two parties meet to trade, the black color is cool and full of mystery. The movie is full of tension, attracting users' attention with high-quality scene production, and then introducing the product functions and selling points in a serious tone, which looks high-tech and attractive.

(6) Real estate industry

·Tenants’ experience of falling into traps, providing a guide to avoid them

During the graduation season, workers who come out for internships and job hunting will face the problem of finding and renting houses. By interviewing passers-by on the street, we can tell you what kind of houses cannot be rented and package other people's experiences into a guide to avoid pitfalls. This not only allows users to obtain practical tips on renting a house, but also makes it easier to transition to subsequent App promotion.

· Future couples purchase wedding houses to meet current needs

The story begins with a conversation between the mother-in-law and a couple preparing to get married discussing buying a house. The scene is realistic and is something that young people need to consider in the marriage preparation stage. It makes people feel involved. In addition, the mother-in-law's satisfied look after the house is bought encourages users to use the house-buying app, which meets the current actual needs of the target group.

·Dialogue between two age groups to gain experience and information from experienced people

By playing two roles, the film shows a conversation between two people of different ages on the topic of buying a house. It is obvious that a 36-year-old is more thoughtful in looking at houses and considering buying a house, and has more complete house information. The film introduces the house buying app from the perspective of an experienced person, which is very persuasive.

(7) Summary

After reviewing, we found that exaggerated conflicts, real-life scenarios, question-and-answer sessions, and hitting pain points are the most popular tactics used by advertisers. Due to its low cost and simple production, it is friendly to advertisers who need to deliver large quantities.

3. High conversion

Deconstructing the landing page routine

After traversing a large number of landing pages, Little Lion summarized four high-conversion landing page routines!

(1) Effect comparison

This type of landing page attracts users immediately through prominent event prices on the front page and gift packages that are given away when users fill out the form. The second screen then displays the analysis of failure cases and supporting evidence of success cases through a combination of pictures and texts, and the effect of comparison improves user trust.

The third screen shows a clear direct supply channel and a price comparison table between package purchases and unit purchases, using the most direct price figure comparison to explore the pain points of users who want to save money on home decoration.

(2) Dry Goods Inventory

When users click on the landing page, the key is to set the right page content to convert visitors into potential customers. Nowadays, information is redundant and attention is a scarce resource. Only high-quality landing page content is worthy of visitors' attention.

First, attract the user's attention with questions that directly hit the user's pain points on the homepage, and then provide targeted rules, guidelines, and practical information that can solve the problem. Use reasoned and rational persuasion, so that users feel a sense of gain from obtaining valuable information and can further move on to the sales stage of the journey.

(3) User Testimonials

When making shopping decisions, many people usually focus on the reviews of other users. User testimonials are an important basis for making decisions when placing orders. Similarly, the landing page includes customers’ ratings, positive reviews, function descriptions, and in-depth experiences on the platform, which are all powerful testimonies for demonstrating the good image and reputation of the brand’s products and services.

When setting user testimonials for a landing page, select people with similar characteristics to the product’s target audience to leave comments. This will allow users to empathize, lower their guard, increase trust, and accelerate the maturity of business opportunities.

(4) Demand matching

The market is constantly updating and products are emerging in an endless stream. Being able to accurately grasp user needs is the core way to acquire customers through landing pages. Within a limited space, describe the user's pain points and difficulties in concise and clear language to uncover user needs, display product information to match them, and establish new business opportunities.

To understand user needs, one needs to have empathy and associative thinking, be able to infer potential difficulties and pain points based on the current situation, identify needs, and display effective landing pages.

The above is an analysis of the explosive materials and landing page routines.

Author: App Growing

Source: App Growing