You must pay attention to these 4 points for high conversion landing pages!

We know that the composition of a bidding account is keywords + creativity + landing page . Previously we analyzed keyword selection, matching, bidding, negative words and creativity. This article will give a detailed explanation of the bidding landing page.

The landing page is mainly used to carry out conversions. A high-quality landing page can increase the conversion rate and thus improve the account performance. Therefore, bidding optimizers must be good at planning landing pages.

There are many articles about landing page planning on the Internet, and the quality varies. There are many standards for high-quality landing pages, such as clear pictures, beautiful layout, rich content, etc. But these are not the most important factors affecting conversion. The most important factor affecting conversion is content, or pain points.

If we want to make a high-quality bidding landing page, we must put ourselves in the shoes of the users so that we can understand their needs. Stand in the customer's perspective, understand the pain points, and then propose your solutions to the pain points. Such pages often convert very well.

1. Page length and content layout

When users browse on PC and mobile devices, their attention and browsing time vary greatly, so the design ideas of PC and mobile pages are different.

A PC page usually requires 7-8 screens and the content should be as rich as possible. Mobile pages usually only need 5-6 screens. If they are too long, it will be detrimental to conversion. PC pages must be complete, the more comprehensive the content, the better; mobile pages must be precise, the more refined the better.

In terms of content layout, the similarities between PC and mobile are that the first 2-3 screens are very critical. Whether or not you can retain users depends mainly on the first three screens. Therefore, the first three screens, whether they are pictures, text, or videos, must be able to fully meet customer pain points. The content after 3 screens is secondary.

The content layout of the PC side is generally:

The first screen: navigation + banner image. The image usually combines text and pictures. The copywriting is written directly according to the pain points. The navigation can link to your own store or other sites.

Second screen: form + business classification;

The third screen: product details + core selling points;

Fourth screen: discount information or promotional activities;

The fifth screen: Success stories or case studies, preferably with pictures and text;

The sixth screen: Company related (strength proof, honors and qualifications, media reports, team size, news, questions and answers, etc.);

The seventh screen: small form + contact information + Weibo, WeChat, Douyin, Toutiao, Baijiahao, etc.;

Screen 8: bottom friendly links, breadcrumb navigation, filing and website statements, etc.

The layout method for the mobile terminal is similar. The first three screens highlight the main points, and the subsequent content can supplement the content of the first three screens.

2. From the user’s perspective, dig deep into pain points and develop solutions

When planning a landing page, you cannot just think from your own perspective. You should first think of yourself as a user and think about what your needs are. Let’s take this PC homepage as an example:

This is the PC landing page of a company in the academic education industry. We sorted out the advantages of this page. Its first two pictures are actually quite ordinary, and the third picture answers questions from the user's perspective. Most of these questions are issues that users are concerned about. After clicking, a dialog box will jump out to guide conversion. From the user's perspective, this type of page is more likely to be browsed.

Let’s look at this picture again. It is also the homepage of the PC page of a company in the academic education industry.

The top is the navigation, the bottom is the banner image, and the bottom is the form. There are two points worth learning from this banner image.

First, the picture is relatively realistic, and many people who have received academic education should have seen this picture. It’s common, but it’s true. Many organizations choose to display photos of foreigners or some photos that are not real people, which are not realistic enough. When it comes to pictures, the more realistic they are, the more original and believable they appear; the more fictitious they are, the less convincing they appear. Especially for industries such as academic education, campus pictures, student pictures, and scene pictures will be more attractive.

The second is the copywriting. "1.5 years" and "exemption from math and English exams" are points that many users who apply for academic qualifications are very concerned about. Adding such copywriting to the picture can directly arouse users' interest and have a great benefit to their browsing time.

By analyzing two simple cases, we can roughly summarize four experiences for the first three screens:

1. First screen banner image: Usually it requires a combination of pictures and text. The picture should be high-definition and beautiful, and the more realistic it is, the better. When writing text, you must have a deep understanding of the user's pain points and write content that stimulates those pain points, so as to attract users to browse the following content. The text must not be a self-entertainment of the enterprise, but is very important and cannot be casual;

2. Generally, the conversion issue needs to be considered in the first three screens. If it is a consultation, you can set a dialogue link on the banner. If it is a form, you can set the form below the banner. If it is to add followers, you can set a QR code or WeChat account on the first and second screens.

3: Start stimulating users’ pain points from the fourth screen. You can set some questions or points that the company can satisfy, which can attract users to click;

4: After the 4th screen, you can enter the "Self-introduction" content. That is: who am I, what can I do, how to contact me, etc.

A complete set of landing pages usually starts with a first picture to attract attention, then uses a form or consultation/WeChat to guide conversion, and finally stimulates pain points to guide users to browse. The next step is to package yourself (with appealing pictures and texts) and finally the bottom components to enhance conversion.

What needs attention is that pictures, texts and videos cannot be created casually. It still needs professionals to do and design it. A high-quality landing page cannot be completed in one or two hours. It requires repeated design and repeated thinking, and you can't be careless. After the page is created, it needs to be analyzed based on the data.

All of these processes require thinking from the user's perspective, thinking about what the user is really looking for, and then satisfying him/her.

3. Conversion Components

Taking Baidu Jimuyu as an example, the conversion components include: consultation, form, callback (formerly offline treasure), phone, card coupons, WeChat, Baijiahao, and lottery.

Consultation forms, phone calls and WeChat are more commonly used by advertisers. The callback effect is not as good as the previous offline treasure, but it is also a source of customers. Cards, coupons and lucky draws are mainly used for activities or promotions, and Baijiahao is for advertisers who have opened Baijiahao.

In addition, there are many settings in consultation. Taking Baidu’s own consulting tool AiFanFan as an example, there are online icons, invitation boxes, dialog boxes, message boards, and bottom-absorbing components. Among these, dialog boxes are more useful, and bottom-absorbing components are more useful for mobile devices. The online icon and invitation box are optional. The message board is required when the customer service is not online.

These conversion components can be set up organically on the page without redundancy.

Phone component, you can highlight "free phone" in the copy;

Here we will focus on the form. Forms are currently the most important form of conversion, and there are 4 points to note about forms.

1. Try not to have too many options, 1-3 is enough, too many options will easily lead to loss of customers;

2. Don’t write “Submit” directly on the submit button. Instead, write something inductive, such as “Free evaluation”, “Free inquiry”, “0 yuan application”, “Free application”, etc.

3. Regarding the verification code issue, it is generally not recommended to add a verification code. If you encounter a spoof, you can add it. Although adding verification codes can improve the quality of leads, it can easily lead to loss;

4. If two forms are set up on the page, the contents of the two forms should not be repeated. The main form on the second screen of the page can have multiple options, and the secondary form at the bottom needs to be simplified, with only the number option and no other options. Moreover, bottom forms are usually used in conjunction with promotional activities to enhance the sense of urgency.

WeChat component. For the mobile terminal, just set the WeChat account; for the PC terminal, it is recommended to place the QR code on the page, or float it on both sides, so as to increase the scanning rate.

IV. Precautions

1. Don’t use too much text and don’t use too large images. Users won’t be patient enough to read too much text, and too large images and text will affect loading.

2. Be authentic and don’t use too many online pictures. Only authentic content can be persuasive. The more authentic, the better.

3. Try to avoid repeated content. Landing pages are different from articles. Appropriate repetition in articles can deepen the impression, but repetition in landing pages will make them look bloated and counterproductive.

4. The fewer conversion paths the better. Don’t set three steps if one step can be achieved. For example, for form submission, 1-3 options are enough. Too many options can easily lead to customer loss. If there is no spoof, the verification code should not be set;

5. It would be better if the language is realistic, but it would be better if it has data. For example, "It will be very helpful for bidding optimizers to learn landing page planning and production in the future" can be changed to "If bidding optimizers learn landing page planning well, their salary can be increased by 2000+." This is more specific.

6. Don’t set too many guide words or CTA buttons, and don’t insert them randomly. They should be set in appropriate places. For example, if there is a copy like "Free consultation with customer service" on the page, then you need to add it after or below the text. It is generally recommended that there should not be too many CTA buttons on the page, and they can usually be set in the first 4 screens.

7. More customer testimonials, especially from big customers;

8. Don’t ignore the primary and secondary. The important points should be mentioned first, and the unimportant points should be mentioned later. In landing page planning, the highlights should be brought out first, and unimportant points are generally placed at the end and can be mentioned or not.

In fact, the knowledge involved in the planning of bidding landing pages is too broad. This article only breaks down the idea of ​​"starting from user pain points". The best way to learn landing page planning is to learn from your competitors, especially the top competitors, and be good at discovering highlights from their pages and then using them for your own benefit. In this way, growth will be fast.

Author: Mubibai

Source: Mubibai