Is the conversion rate of Toutiao information flow leads too low?

When it comes to lead rate, everyone should understand that it is inextricably linked to customer service capabilities and traffic quality.

Optimizers and customer service staff often argue with each other over low lead rates.

In fact, when it comes down to it, either the customer service skills are not up to par, or the traffic quality is really poor.

As optimizers, we cannot control the work of customer service. We can only improve the quality of leads to the greatest extent possible from our own perspective.

Low quality of leads mainly refers to less high-intent traffic and more junk traffic. We need to reverse the workflow based on the results to find the essence of the problem.

When the clue efficiency decreases, the efficiency decrease criteria should be checked first:

01. Clue duplication: judge whether it is compared with the whole network or within a single platform period;

02. Deduplication across all platforms: From the perspective of consumers, it is difficult to achieve complete deduplication of this standard, after all, it is impossible to restrict consumers' actions when using the APP;

03. Single platform duplication: It depends on whether the lead cycle exceeds three months. If it exceeds three months, it will be normally determined as a valid lead;

04. Abnormal clues:

• Turn off the machine, shut down, don’t know about the activity and have no intention to buy;
• Shutting down or stopping the phone is usually done by consumers setting up a system to reject calls from non-address book friends;
• If you don't know about the activity and have no purchase intention, first look at the customer's own return visit time. If it exceeds two days, the efficiency will be reduced. Look at the time period for lead conversion. If there is a concentrated registration in a short period of time and the region is concentrated, it is likely to be malicious behavior;
• Whether the conversion region matches the targeted region;

How to improve the quality of information flow leads | Account level

That is the traffic level. How do we control the traffic?

1) Traffic placement selection

Is it better to promote internal traffic or external traffic?

(Like Massive Engine, it is Toutiao, Douyin, Huoshan, Xigua, which are the internal traffic; the external traffic is Pangolin)

The efficiency of off-site leads is definitely not as good as that of on-site leads! If you put out pangolins, your efficiency will definitely decrease. In addition to the Pangolin of Bytedance, there are also Baidu's Baiqingteng and Guangdiantong's Youlianghui, which have relatively low efficiency in terms of lead generation because of their mixed traffic.

2) Exclude areas with high invalid traffic

Sometimes you will find that through regional screening, there are many invalid leads in the phone numbers left in many regions, such as Xinjiang. Then you need to analyze which areas have particularly low efficiency in information flow clues and exclude these areas.

In addition to areas with a lot of invalid traffic, such as areas with a lot of competitors, there is a lot of fake traffic because of the competition. Therefore, it is recommended not to place ads in these areas with a lot of competitors.

3) Exclude packages

Although you can now choose to exclude people whose accounts have been converted, if you want to be more precise, you will need to upload the previously converted or invalid leads as a population package and make an exclusion package.

How to improve the quality of information flow leads | Creative level

4) Don’t be too clickbait

This is mainly aimed at creative copywriting and titles. Don’t be too clickbait in order to create some “gimmicks” to guide users to click.

For example: "Taking this information flow course can enable you to earn 100,000 yuan a month", "Come and get the information flow materials now", these are clickbait titles.

After reading the information, users may not want to learn about the course, but just want to make money, or they come for the free information and want to get it for free, so they click on it. For these people, the efficiency of information flow clues will definitely be lower. On the contrary, hard advertising will be more efficient.

5) Reduce the misleading nature of video content

This is mainly for Tik Tok and Kuaishou videos. When our videos are more about gimmicks or hot content, their efficiency will be poor, especially when encountering some hot topics.

How to improve the quality of information flow leads? When the efficiency of your information flow leads is relatively low, you might as well check whether there is a video that has gone viral and brought in a lot of conversions, but the efficiency is particularly low, which in turn lowers the overall efficiency of our account.

How to make a hit video?

You can add a hard advertisement at the beginning of the popular video, and make a narration with a black background, and filter your selling points, content and products to users through the opening filter.

6) Remove additional creativity

Especially in the area of ​​​​Broadcast Engine, when we use advanced creativity (add a phone call in the lower right corner of the creative level, add a consultation button, and add a form submission. There is no need to go through the page. You can click the button at the creative level to submit the form for consultation and make a phone call), it will lead to poor quality of leads.

Therefore, if you have too many sources of additional creativity, your additional creativity will cause the efficiency of information flow clues to be particularly low, and bring in some low-quality traffic, so this should be removed.

How to improve the quality of information flow leads | Page

7) Add verification code to the form

The efficiency of adding verification code clues and not adding verification code clues can differ by more than 30%, approaching 40%. Apps like Bytedance and Toutiao have default intelligent verification. If Baidu and Guangdiantong want to improve the efficiency of information flow leads, they need to add a verification code when adding the form.

8) Add more form options

The basic form options include name and phone number, and some even have just a phone number plus a verification code. If we add some more information to increase the difficulty for users to submit the form, such as adding the region, budget, house type, other types of information, gender, age, etc., and counting more information, users with low intention may simply give up when filling out the form, which can improve our efficiency.

9) The page content contains free or reward gimmicks

Of course, these gimmicks are often used by many optimizers, such as receiving information, receiving project plans, receiving XX vouchers...

If you need quantity, you can use these, but if you have quantity now but want to improve quality, then change the wording, such as "Submit information now", which means submitting the form, and hard advertising to ask it to submit the phone number. After submission, a box will pop up, telling it that someone will contact you within 24 hours, please keep your phone open, and tell the user that someone will call him.

10) Add consulting tools

Consulting tools require customer service to receive in real time, and the intention of the clues left after communication through consulting tools is higher than that of directly submitting the form.

The above are 10 ways to improve the quality of information flow leads at the account level, creative level, and page level.