How to improve landing page conversion rate?

Introduction: In our daily promotion process, we often encounter the problem of low page conversion rate, that is, a lot of traffic is brought to the company's website, but there are no consultations and final orders? Today, let’s follow the author to see how to improve the conversion rate of the landing page?

The conversion rate of a page is a very important part of a product's online marketing process. Many companies are complaining that they have done bidding promotion and related optimization work, and their daily traffic and click consumption are very high, but why are there no customers consulting or buying their products? Some even think that they should have customers if they spend money on promotion. However, although we use various marketing methods to bring accurate traffic to our website, and although this part is very important, when customers click on our bidding promotion keywords or enter our landing page through SEO or other channels, it has nothing to do with the promotion at this moment. Whether we can effectively convert customers according to our goals and indicators, our landing page plays a decisive role at this time. So how can we effectively convert our target customers?

Always think of your customers as the laziest people! ! !

You should always regard your potential customer as the laziest person. This person needs your guidance on every step of the way on the website. He is not even willing to use the mouse to pull down the scroll bar, turn the page or click, and is not willing to shift his gaze. At this time, how you present your product to your customers is a question you need to think about carefully.

A page that meets marketing conversion requirements must meet three basic points:

What do I do?

What can I bring to my clients?

Why do customers choose us?

If you have not reflected the above three points on your website, then I regret to tell you that your website can only be regarded as a corporate display website at best. It does not have the function of marketing conversion. These three basic conditions must be presented to customers in the shortest time on the landing page. What information do these three conditions represent? Here is a brief explanation by Bao Yi:

What do I do? The reason is simple. Due to the fierce competition in various industries nowadays, customers may want to know your product information and basic functions urgently in the shortest time after entering the page. At this time, you should display your products as much as possible, with various information including pictures and texts.

What can I bring to my clients? When customers understand our products, they also want to know what our products can bring to them and whether it is more convenient to operate? Or have our products improved your quality of life and work efficiency? Or did it solve the customer’s urgent needs? Or does it meet the personalized needs of customers? During this stage, we try our best to demonstrate our advantages and characteristics that are different from other similar products, highlighting our uniqueness and core selling points.

Why do customers choose us? When customers understand and recognize our products, the final personal link of the purchase decision becomes particularly important, that is, why they finally choose our products among many similar products. In addition to the above two points, some auxiliary information is also needed to strengthen and consolidate the customer's desire to buy, such as: the company's after-sales service phone number, comments from customers who have purchased, the company's product qualification-related authoritative certificates, awards and honors received, and even any positive reports and publicity about the product, as well as the company's strength display can be brought out for explanation to accelerate the customer's desire to close the deal.

Keyword ideas and relevance to landing pages

The relevance between keyword creativity and landing pages is an old topic. We all know the importance of this. I bring it up here to tell you that when I communicate privately, many friends clearly know the relevance of the landing page but are unwilling to take action to modify it. They always want to have a universal page. Even if your page has information such as product descriptions and prices, you may point price words and product words to this page, but please believe me, customers do not have time to appreciate your website and experience it themselves. You must set up your landing pages separately for keywords at different stages . Believe me, it is worth it. Please take action now!

What is arrival rate?

Arrival rate: The arrival rate of visiting a website = number of visits/number of clicks.

If the arrival rate is too low, it means that many clicks fail to reach the website. This will cause you to waste a lot of costs, and no matter how good the landing page is, it will be in vain.

What factors affect arrival rate ?

What is experiential marketing?

When customers arrive at our website, they will see the color and layout of our website, and will interact with the website such as registering. We will use these links to subtly guide customers and ultimately convert their actions.

In fact, each of us is actually affected by this experience in our daily lives, but we are not aware of it. For example, when you enter a specialty store, you will hear exciting and dynamic music, which can speed up your decision-making time and is likely to be a wrong decision. The rotating three-color column decoration in front of the barber shop also attracts your attention into the store.

Your website should conform to the mainstream tone of your industry . If you are different from the mainstream tone of your industry, you will face two choices: one is that you will be immediately eliminated by your customers because they will think that you are different and not a professional website in this industry and they have no sense of trust; the other is that you defeat all competitors and stand out to gain more customers because your website is so creative and competitive. However, the latter is often not easily achieved, so please weigh it carefully.

Every industry has its own color on the page, and color also has a very obvious effect on influencing customers to make decisions. For example, if you use different colors for your Add to Cart button and the Download and Register buttons, the clicks and conversions will be different. If you are careful enough, pay attention to these small details and conduct tests to get different results. Another point to note is that the images and text on your website should not be distorted, as this will make customers feel that your website is unprofessional, especially the images and text that link to other pages or the images that introduce products.

We have a lot of performance appraisals in our daily work, which are very diverse but generally divided into three conversion goals: consultation (medical, training), download (software), and registration (games). Below we will explain how to improve these goals.

Some large websites will not have more than 5 registration windows. This is not imitation, but you need to simplify the registration process for your customers and enlarge your interaction points during registration, such as the registration button:

This membership registration page has simple steps and makes full use of various information on the left to stimulate user registration.

Let’s look at another one:

What do you think when you see this beauty? Where is your attention? Okay, you have been attracted. If you are in the gaming industry, you can use game characters and visual impact to guide your customers to register. For example, the beautiful woman above is leaning on the registration window , or your game has many professions and there is a wizard who can point his wand at the registration window . In short, you have to fully mobilize the attention of customers to register.

Clicking the registration button is just the first step. Whether or not the privacy information of registered users can be protected is the key.

Three key points to guide users to register:

• Highlight the simplicity of registration and promotional information

• Emphasis on privacy protection can make customers feel more trusting and leave private information

• Reasonably guide and explain the advantages of registration to attract customers to register with confidence

You need to dispel customers' concerns and increase their trust before they leave personal privacy information on your website. You need to remind customers that you will keep their privacy confidential, or dispel their concerns by explaining why you ask them to leave private information.

Customers' browsing habits are generally from top to bottom and from left to right, following an F-shaped route, so you should place your most attractive guidance information in these positions to guide customers to convert or achieve your desired goals.

From this picture we can see that the F graphic area uses pictures and texts to convey to customers the various selling points and advantages of the product as much as possible, and all of this is to pave the way for customers to decide to download the product. At this time, the prominence and placement of the button become particularly important. You can see that the download button in the lower right corner forms a sharp contrast with the buy now button next to it. The download button is particularly prominent, which influences the customer's focus. At this time, after customers have seen the selling points and advantages of the product, they can increase the chance of downloading. However, there was a problem with the download and conversion ratio of this page. Finally, we found that the problem occurred in the navigation on the left. We will adjust and optimize the page as follows:

Finally, it was modified to the page above. Because the navigation on the left distracted the customer's attention, we changed it to the Taobao format, so that customers can view different versions without leaving the page, which improves the conversion rate. There are also many details that need to be paid attention to (such as the color and size ratio of the button, other text and button position).

Let’s take a look at another education and training page:

This is a training and education page. It doesn’t look fancy. Let’s imagine that if you are a mother and your child is in high school, her English is not good, which may affect her college entrance examination. At this time, you are eager to find an English cram school for your child. Do you think she will care about your promotional information and how fancy the website is when she enters the website? She will quickly find what she wants. This page will quickly let her find her sense of belonging to the group: high school-English, and she will quickly click and enter the next page:‍

Entering this page will provide a more detailed segmentation to meet her more detailed needs, and can be precise to the effect you want to achieve and even the area where you want to take classes. At this time, she will click to enter the list page:

As you can see, the list page presents all the course schedules and prices that the mother needs. In this way, the customer can find what she needs most according to our guidance. This greatly increases the consultation ratio. Don't let the customer wander around on your website and can't find what she wants. You only have very little time to grasp the customer, and the customer will leave your website immediately if they can't find what they want in a short period of time.

Take a look at the medical page:

This is a partial screenshot of a medical topic page. The keywords I searched for were: "Why do people snore?, What are the effects of snoring on the body?" to reach this page. We can see that this page tells you in words that you want to know the answer to your snoring problem and constantly guides you to consult when giving the answer. We must always tell customers that when they want to consult, your consultation button or link is there. Don't let customers search for it or find it passively. Put the copy that meets the customer's needs in front of the customer in an appropriate and timely manner.

This page is also accessed by searching for related keywords. It uses a paragraph to explain. This method actually takes advantage of the visitor's psychology. In fact, this page can be done better. You need to grasp the visitor's psychology, for example: tell the customer that your snoring is not simply caused by a few nasal, respiratory, or drinking problems. If it is serious, it may be life-threatening. Tell the customer to let him know the danger and stimulate his desire to consult a doctor to see what stage he is in and whether it is serious. At this time, your consultation link or button will appear in time and cooperate, as if saying: "Hurry up and take a look, dear, you may die..."

In fact, whether our website can convert customers mainly depends on the sense of trust. If there is no trust, why would customers convert on your website? If your website looks like a template, and all you see after searching are websites like yours, how can you trust them? You should make full use of all elements that can increase trust, such as company qualifications, media reports, customer reviews, etc. Also, each of us has our own preferences, so we can also take advantage of the psychological preferences of customers in our industry. For example, if your website is an animation website, you can change the appearance or name of your customer service. It's OK for the consultant to be called Arale, Doraemon, etc. This way, when users have a favorite character, the chance of consultation will increase.

Author: Bao Yi

Source: Aichi SEM (CMOcollege)