An article explaining the advertising landing page

This is just part of a series of articles dedicated to landing pages, so let’s get started now. I’m sure you won’t be too disappointed.

In the delivery of information flow advertising , the landing page is a very important part and it is the bridge for delivery. What the advertisers need is to let the users complete the actions desired by the advertisers on the landing page, such as downloading, purchasing, adding to cart, etc. In fact, landing pages have a long history. The store furnishings we see can all be a type of landing page, and store decoration is a display of creativity. Earlier affiliate advertising and search bidding also used landing pages as a carrier.

Landing page, in English it is called landing page, which is a very interesting translation. No matter how high-end something is, it needs to be implemented in the end. This is the original meaning. It connects the previous and the next. The outer layer continues the advertising creativity, and the inner layer continues the desired conversion.

There are two types of landing pages, one is brand type and the other is performance type, which correspond to brand advertising and performance advertising. Brand advertising is not the focus of our discussion here, but brand advertising and performance advertising have the same goal, and are ultimately performance-oriented, but the indicators of this effect may be different. The 618 JD advertising and Double 11 advertising are both obvious brand advertising. The requirement of these advertisements is to get maximum exposure and then direct traffic to the corresponding platform to complete the transaction.

Performance-based advertising is varied. The landing pages of second-tier e-commerce, finance, and gaming industries are strongly performance-oriented and require that the corresponding performance requirements be met within a certain cost range. Although the requirements for brand advertising and performance advertising are different, the design of the landing page is surprisingly consistent and follows certain rules.

After clicking on an ad, the user will enter the landing page, where they will complete the actions desired by the advertiser. Before ad placement personnel are ready to deliver ads, they must not only complete the creative design, but also the landing page design. The priority of the landing page is above the creative. We need to understand the composition framework of the landing page from a system perspective. Let’s take a look at what a good landing page should look like. What guidelines need to be followed? What effect will it have on advertising?

The landing page of performance advertising is less stable and more sharp and to the point. This is mainly affected by the performance advertising assessment, which requires the advertiser's desired action to be completed quickly within a few seconds to tens of seconds when the user browses the landing page. Under the huge KPI assessment pressure, it is inevitable that many will go off the beaten track and form many strange landing pages. The most common one is to exaggerate the effect of the product. Although this is not allowed by the Advertising Law, it is also a rule tacitly accepted by the industry.

So what rules should a good landing page follow? For a product to be launched, we need to design a landing page, which is inseparable from the analysis of the audience and the product. This will be discussed in later chapters. This article mainly discusses the landing page.

1. When designing a landing page, we need to have a clear understanding of the overall framework of the landing page, understand what modules the landing page should be composed of, and know what kind of content should be placed in what position. This requires us to have a clear understanding of the framework composition of the landing page. Overall, the landing page is mainly composed of a product framework and a marketing framework. The product framework introduces the various functions of the product, while the marketing framework introduces various marketing functions.

2. If we break it down further, the product framework is composed of product value, product usage scenarios, and product benefits.

Product value refers to the value of the product itself, including the basic introduction of the product and its usage functions;

Product usage scenarios refer to the specific usage scenarios of the product, in what scenarios the product can be used, such as the main camera function of Meitu mobile phone, which can be used when traveling;

Product benefits refer to the specific benefits that a product can bring to users.

When users want to buy a product, they will consider comparison. Therefore, in order to promote conversion in a very short time, product benefits are a very important part and must be highlighted again and again. Here is a detail. Many products on the market are homogenized and their functions are similar. Therefore, it is necessary to dig out the differentiation of the product, or the different benefits that the product can bring. These can be interest points that other competitors have already discovered but have not received attention, or they can be interest points that you highlight.

3. The marketing framework consists of price information, product endorsement, and service advantages.

Price information refers to the price and promotional components of the product. For example, "100 off for purchases over 199" is a very typical feature, and "only today" highlights the time limit and creates a sense of urgency.

Product endorsement refers to the authoritative certificates, celebrity endorsements, user reviews, and sales statistics that a product possesses, which make users trust the product more.

Service advantage refers to the advantages that can be promised, such as seven-day invalid refund, three-year warranty, etc. It is even better if you can make promises that other competitors cannot.

4. Visual design is the overall matching of the landing page, which is composed of color matching, text and picture matching, etc. There are two parts to color matching. One is the overall color matching of the landing page, such as using warm colors as the dominant color and matching it with a small part of cool colors. One is to highlight the local part, such as placing a red click button on a white background. The matching of copy and pictures refers to the connection and matching between the copy and the picture, such as the matching of red and yellow, red and white, and font size design.

The three elements of color (Elements of color) Color can be described by hue (hue), saturation (purity) and lightness. Any colored light seen by the human eye is the combined effect of these three characteristics, which are the three elements of color. Among them, hue is directly related to the frequency of light waves, while brightness and saturation are related to the amplitude of light waves.

Value: The brightness and darkness of a color is called value.

Hue: Color is the sensation produced by the physical reflection of light from an object onto the optic nerve of the human eye.

Saturation: The degree of brightness or vividness of a color expressed in numerical values ​​is called chroma.

In color, various colors represent different characteristics.

Red is a typical traditional Chinese color, representing joy and vitality. It is often used to clear stocks, easily creating a sense of urgency and stimulating users' appetite.

Orange represents warmth, adaptability, and gentleness.

Green is often the color that represents health, youth, vitality, and nature.

Blue is more business-oriented, technological, and gives people a sense of stability

5. The length of the landing page. The length here is measured in units of pages, with the size of a mobile phone screen being one page. So how big a version is appropriate? Different industries have different requirements. Most of the second-tier e-commerce websites are very long. For the gaming industry and home improvement industry, many of them are about one and a half pages. The first page is the main picture, and the other half of the page is the product selling points.

6. The main picture refers to the first large picture on the landing page, which is usually a whole mobile phone screen, or close to 3/4 of the screen. The main picture is a very important place. More than 90% of the bounce rate is caused by the main picture. There is a very important principle in designing the main picture: it should correspond to the creativity. For example, if you mentioned how to write a good landing page in your creative idea, you can write a corresponding answer on the main picture to answer the questions raised. For example, a good landing page needs three points to attract attention and prevent bounces, and then gradually expand on it later. Since users are attracted by your creativity, it is very important that the creativity echoes the landing page. Only by attracting customers step by step can you achieve conversion. So what should be reflected in the main picture?

If there is a brand, the brand will be given priority. If there is no brand, the product name will also be given priority. This is to let users know what the product is.

It is very important to design a good product image and match it with a suitable background image.

Concise. I have seen many main pictures that are very complicated. The font color and the color of the main picture on the landing page are mixed together, making it difficult for people to see the key points clearly. There is no need to cram everything into the users at once. The users' acceptance level is limited. It is far better to help users choose directly than to give them choices.

7. When designing a landing page, you also need to follow certain ideas or principles. In advertising, the only goal pursued is conversion. This is an unquestionable fundamental principle. Therefore, the pursuit of conversion is also regarded as the core principle of the landing page.

As for the design of the landing page, it will mainly be mentioned from the perspective of experience judgment and data-driven. In the absence of data or for small and medium-sized companies, the design of the landing page relies more on the experience judgment of designers, which comes from their work accumulation and design knowledge. This will test the level of designers and their level will be well reflected here.

Data-driven here is compatible with the iterative principle to be discussed next - A/B testing. There is a consideration for separating A/B testing as an iterative principle. A/B testing is a very important method and will be emphasized in the following content. The data-driven approach described here is more of a concept, as opposed to empirical judgment. It tends to use data analysis tools and models to study the business, use scientific methods to study the business, and promote business execution.

8. The privacy policy is actually very simple. The usual operation of publishers is to add ICP registration and other information at the bottom of the landing page. Of course, this is the content required by the media platform. For some regular landing pages, it may not be a big deal, but for landing pages that involve the collection of personal information or foreign backgrounds, this becomes a very important aspect. Foreign countries attach great importance to privacy, while in China, adding a privacy policy is more about giving users trust and getting better conversions.

9. SEO principles. For proprietary website building tools or third-party website building tools that rely on media platforms, this principle can be ignored. However, when your landing page is your own, SEO principles may help your website get a better ranking. From the perspective of traffic sources, advertising belongs to purchasing traffic, and the influx of traffic will improve the website ranking. Therefore, it is necessary to do a good job of SEO when you have your own landing page. SEO is not the focus of this article. If you need to query relevant information, you can move to Baidu search.

10. Speed ​​and safety. Mainly consider loading speed and data security. Loading speed is largely related to CDN loading. Now, with the faster network speed and cheaper traffic charges, video has begun to become a new content carrier. Some landing pages will put video content on them to further attract users. However, many of them have increased churn rates due to loading speed. Even now, image specifications are also a major influencing factor. Compress the image size as much as possible.

Data security considers traffic hijacking and data leakage. Traffic hijacking is the use of various malicious software, Trojans to modify browsers, lock homepages, or pop up new windows continuously, forcing users to visit certain websites, thereby causing user traffic loss. Common traffic hijacking methods include: Hosts hijacking, domain name hijacking, keyword hijacking, LSP hijacking, hybrid hijacking, DNS hijacking and other methods.

Data leakage often occurs when using third-party website building tools. Various information submitted by users through landing pages is owned by third parties and sold for profit. This situation was common in the previous second-tier e-commerce industry.

11. Website building tools. This content will be mentioned briefly, mainly from the perspective of information flow website building tools and third-party website building tools. Among information flow advertising media, Orange Website Building in Bytedance and Qiji Website Building in Guangdiantong are relatively complete, simple to use and easy to operate. Among third-party website building tools, Fengling Website Building and Yiqixiu are mostly used in information flow advertising, and are more used for lead collection.

12. Data Tools introduces Google Analytics, a very typical website data analysis tool. Google Analytics is used to track website activities, such as session length of individuals using the website, number of pages per session, bounce rate, etc., as well as information about traffic sources. (Wikipedia)

13. Call to action. Most of the submission forms nowadays are simple filling of information such as phone number. The form part should not be too long to avoid user loss. Users who can reach this step are at least interested in your product. In this regard, making a carousel of users’ order posts is a good choice, which can not only make users feel more at ease, but also promote conversions.

When it comes to clicking the button, it is usually a normal immediate appointment and submission, but you can also try another method, such as free application for financial loans, and write a line below to protect your personal privacy and security. Users will feel more at ease. When it comes to loans, users are also worried about information leakage. The main issues that need to be paid attention to in button design are color design and shape size. The color of the button should generally stand out compared to the main color and can be seen very conspicuously on the entire landing page. From a scientific research perspective, buttons such as orange will have a higher conversion rate.

The design of the button should take into account the size of the finger when it is clicked. It should at least be larger than the size of the finger when it is clicked, so that users can avoid not being able to click it.

The shape of the button can be rectangular or rounded. The rounded corners can focus the user's attention to the center of the button.

Put prompts that require users to make some conversions into buttons to stimulate users’ conversion psychology;

Buttons need highly saturated colors to distinguish them from the background so that users can clearly distinguish them.

For long landing pages, the button needs to be designed to scroll as the page slides, and the button can be placed in the lower right corner of the landing page, in line with the human eye's observation habit from the upper left corner to the lower right corner, or at the fold of the web page, which can attract user attention very well.

The importance of landing pages is self-evident. All conversions are concentrated on landing pages. A good landing page, like a story, can attract users to continue reading. Compared with creativity, it is a gradual progression of emotions, eventually reaching a peak of emotions and turning into conversions. Just like storytelling, it also requires a certain logic to ensure the continuation of the story.

Some information comes from Wikipedia

Author: Advertising Tutorial

Source: Advertisement placement tutorial class (gh_68c58c97aa5b)