Landing page optimization methods and guidelines!

The most important thing about a landing page is to connect all the content and events that can be associated with the entire page to enhance the overall view of the entire marketing.

People always say that it is difficult to achieve effective promotion. They say every day that the account materials are not good enough, there are not enough keywords, and the creativity is not attractive enough. It is undeniable that these are indeed one of the main reasons, but only one of them.

Everyone knows that the conversion process of Taobao is to open a store, put up products, put up design drawings, and use paid methods such as through trains if there is a budget to improve the ranking. Ultimately, the goal is to let customers see the pictures and then place an order. Looking at it another way, isn’t our promotion just promoting a well-designed page that allows visitors to “see the pictures” first and then leave information? ! In my opinion there is not much difference essentially.

That means: the promotion landing page affects nearly 60% of customer retention! This proportion fully demonstrates the importance of web page optimization.

If it is so important, why is Tago only now starting to formally organize the optimization content of landing pages for everyone? After all, optimizers often have little say in landing pages, and some companies simply do not have the design conditions to meet their needs. Especially after being whitelisted, many pages have fixed sections, which are difficult to modify and even more difficult to achieve results. This is the dilemma faced by a large number of optimizers now, so many landing page articles and methodological sharing by big guys cannot be implemented. However, there are so many students asking this question recently, so I will simply summarize and share my experience and opinions for your reference only.

If you have obtained the authority to design and develop the page, then first of all congratulations, your boss attaches great importance to optimizers and page design. In order not to let down this trust, you can refer to the content of this article. I hope it will provide you with some ideas.

Before starting to make a page, you must complete three aspects of the product: user portrait, product style, and display content.

User portrait: Have a relatively in-depth study and understanding of the product and the corresponding user characteristics, and know who the product is sold to and who needs it.

Product style: After clearly defining the user portrait, there should be a basic product style concept that combines the basic product with the target audience. If the company itself has a certain brand awareness, the style can refer to the core concept of the brand, such as using a technological style for software, a business style for real estate, an aesthetic style for wedding dresses, and so on.

Display content: This part is actually crucial. I have seen many cases that belong to product thinking, introducing the product regardless of whether the customer needs it or likes it. This kind of page that is not designed from the customer's perspective usually has a lot of content but no focus, or the content is simple but cannot retain customers.

Therefore, when designing a page, try to:

According to the popular styles generally chosen by the design industry after product positioning, some students also thought that if all of them were popular styles, wouldn’t that be too much homogeneity? At this time, it is necessary to distinguish whether the human and material resources are within our capabilities. The style can be similar, but the design can be improved. If you use a completely new design style, just make sure that the content and style can make customers feel comfortable. After all, some users will form their own inherent "comfort perception" towards industry advertisements and pages because of frequent exposure. Pages that are too novel but not attractive enough often give customers a "unlike" feeling and require more time to cultivate the market, which undoubtedly increases costs.

As shown above, for offline franchise of fried chicken, hamburger and snack shops, there are basically only two benchmark companies in this industry: McDonald's and KFC. The yellow of McDonald's and the red of KFC, these two color elements are extracted, which basically lays the foundation for the style of the page, which is comfortable and makes it easy for people to accept the association between fried chicken and the two benchmark companies. Personally, I think it is better.

As mentioned before, the product content is large but cannot cover everything. The content that visitors are most concerned about should be directly presented on the page, and sufficiently accurate information should be provided to visitors, so as to fully attract visitors to continue to stay and read on, and finally induce consultation and other actions.

Now the average browsing time and waiting time for each page visitor may not exceed 6 seconds in total. If a page has 6 screens, the browsing time for each screen may be only one second. What needs to be done in a very short time is to display the information that customers care about most. If you only keep introducing products without displaying corresponding content from the customer's perspective, it will easily lead to customer loss.

One thing that needs to be emphasized here is that no matter we are making products or providing services, we cannot ignore one thing. It is not difficult to find from many classmates talking about the review of each order that the first meeting is not necessarily the boss, but the head of the department. The person in charge needs to prepare the corresponding product analysis report before the boss makes a decision.

From this point of view, it is recommended to highlight the advantages of the product in comparison, the after-sales service after purchasing the product, and even the various forms of cooperation. These are the information that the person in charge and even the boss are more concerned about. We need to take that into account as well. Instead of simply displaying products and ignoring customer needs.

The products and services displayed on the page should ultimately inspire visitors to consume after seeing the "pictures". Only then can it be a good page.

Common types of actions to promote consumption include: discounts for purchases over a certain amount, discounts for the first xx people, xx places per day, coupons, and referrals. These types of actions usually appear in the homepage carousel with activity call text, form filling area, etc. You can communicate more about this content with designers and copywriters.

If the products and services are highly targeted and solution-oriented, you can create appropriate anxiety about the problems encountered by customers. That is to magnify the pain points in the sales process so that customers can resonate with them.

For example: The real estate industry can emphasize that buying a house for oneself before the age of 30 can solve a major anxiety in life.

For example: Those who do corporate management training can emphasize that joining our learning can eliminate the problem of not being able to control the team.

So there is a sense of anxiety, which can be roughly categorized into: anxiety about failure, anxiety about not being able to control, and anxiety about peer pressure. But don't exaggerate the anxiety too much, otherwise it will easily backfire and scare away customers. It's better to stop when you should.

After making sure that the overall framework design is correct, you can start to improve the high-conversion details. And these details are often one of the key factors that determine success or failure.

The promotion page plays a connecting role. It connects the advertising materials and target audience as well as the needs after search clicks, and at the same time it needs to take on the responsibility of consultation and conversion. Therefore, how to retain and convert customers after they come in is the most core part of marketing.

The suggestions are as follows:

Many people often overlook this content, and some students have limited operating space due to permission issues. However, all creative ideas and even materials corresponding to the promoted keywords must not forget the point of "relevance".

If a piece of material is attractive enough and successfully helps your account to grow, but it fails to grow effectively because the page after clicking is not highly relevant to the targeting or even user group, it will be a fatal blow to the optimizer. Therefore, we must try our best to ensure that the page has a strong core relevance to the material or keywords. Special emphasis is placed on the first picture. Many students like to place the first picture to display the brand. If the target is products and users, and the brand awareness is relatively low, displaying it in the first picture will reduce customer interest. It is suggested that the display mode combining products or services with brands is better.

As mentioned earlier, customers are willing to wait for a short time, so the information obtained must remain relevant while also showing the parts that customers care about most as quickly as possible.

For example, if you are doing franchising, you must emphasize the advantages, the franchising support policies, the franchising training faculty, and then emphasize the franchising profit cycle. You can even emphasize the complete after-sales service, and use all-round display to increase customer confidence.

Nowadays, form conversion models are becoming more and more popular on promotional pages. Therefore, setting up forms is also an important way to retain customers. In the past, customers were asked to fill in information continuously. Now, with more and more functions being developed, it is necessary to know how to set up selective forms to allow customers to easily meet their needs. Filling in the blanks is never as simple as multiple-choice questions.

There are many considerations when setting the content of a form. You can practice more to improve the conversion rate of the form. There are also many types of titles that can be used in the form, which is to test your copywriting skills for the call to action. They are generally divided into four categories:

After the promotion page is designed and the content is displayed, the ultimate goal is still conversion. Cleverly setting the conversion path at the bottom of the page is an important way to improve the conversion rate. But be careful not to have too many and complicated options. Generally speaking, there are four common options: telephone, WeChat, form, and online consultation. It is recommended to choose 2-3 free combinations on one page. It depends on different industries, product attributes and other issues. However, it is not recommended to have all four options.

Too many conversion tools will only dazzle customers and increase the difficulty for optimizers when doing statistics. My personal habit is form + phone, form + online consultation, form + WeChat, and I rarely use all three conversion tools. This is a matter of personal opinion, and you can choose according to the actual situation.

A few knowledge points of the page can be summarized as follows: interesting, direct, and relevant; the text on the first screen should be simple and concise; the design should be as comfortable as possible; enhance customer participation and identification; appropriately create a sense of anxiety and emphasize the security of after-sales service; reasonably set up scenes to enhance the experience; conversion tools are indispensable.

If you have completed the delivery of front-end advertising materials and the integration with the page, it is recommended that you must complete one more step at the end, which is other matters related to the page and service, such as:

The above is the sharing of optimization ideas for this promotion page. There are many objective factors that affect the final effect of page optimization. I hope everyone can practice more. The most important thing is to connect all the content and things that can be related to the entire page to enhance the overall view of the entire marketing, which will be more helpful for conversion.

Author: Mr. Tian on the road

Source: Mr. Tian on the road