Guide to building marketing pages for the cosmetics and jewelry industries!

Do you often feel at a loss because you are not familiar with the industry? Today I will mainly share some experience accumulated about marketing pages, which can help you quickly find efficient promotion methods for marketing pages, achieve high-quality traffic conversion, and help improve the overall ROI effect.

1. Cosmetics industry

Industry background : In recent years, consumption upgrades have accelerated the growth of high-end cosmetics in China. Looking at cosmetics of different grades, mass consumer products account for about 3/4 of the market share in my country's cosmetics market, but in recent years, high-end products have grown rapidly and their share has gradually increased. As a daily consumer product, cosmetics have been increasingly accepted by consumers. Cosmetics are becoming an increasingly rigid demand, and different people have different skin care needs.

In my country's cosmetics market, mass consumer products account for 3/4 of the market share, and the proportion is gradually increasing;

After the two-child policy was relaxed, the skin care market for pregnant women also ushered in a large demand;

In addition, the impact of the epidemic has also brought new opportunities to the cosmetics industry, such as the impact of long-term wearing of masks on the face;

1. Analysis of the audience of the cosmetics industry

Different audiences have different focuses, and we found that most users’ focuses are relatively precise.

Female users born after 1990 have strong purchasing power. As they age, they are troubled by wrinkles and freckles and pay more attention to wrinkle and freckle removal.

The increase in the proportion of male users has also led to the rapid rise of the men's skin care market, which mainly focuses on basic cleaning, acne treatment, oil removal, and large pores.

Pregnant women are concerned about the impact of skin care products on their babies, so they are more interested in brand strength, ingredients and basic hydration.

People in lower-tier cities are more concerned about cost-effectiveness and basic skin care.

2. Information flow & search marketing page types

In order to cover users more accurately, different forms of landing pages are provided according to the concerns of different groups of people. Currently, the three most effective marketing page formats are trial offers, test questions, and soft-text page offers to attract fans.

1) Get a trial version

① Present product pictures and attract attention immediately by showing their features;

② Use limited and free forms to stimulate users to make quick decisions;

③ Raise questions and arouse resonance;

④ Communicate product efficacy through detailed text and exquisite pictures to enhance audience confidence;

⑤ Create a sense of reality through successful cases and impress users again;

2) Test question types

① The header image raises common skin problems, brings users closer, and clarifies the business;

② Attract users to answer questions and collect clues through interest temptation and limited quantity;

③ Display expert information to improve brand trust, and show product details and effects to impress potential users again;

3) Soft articles attract fans

① The header image presents the skin problems that users are most concerned about, allowing users to focus on browsing knowledge-related content;

② Provide knowledge points and solutions to guide users to gain a deeper understanding and enhance their acceptance and trust;

③ Add a test question at the end to stimulate consultation and collect clues;

2. Jewelry industry

Market background : The market size of the jewelry industry is increasing day by day, and users are more concerned about price, brand and authenticity! With the upgrading of people's consumption structure and the further expansion of jewelry demand, our advertisers are also beginning to pay more and more attention to market marketing and promotion.

The average monthly search volume for the jewelry industry is 32 million, most of which come from mobile phones and show a continuous upward trend;

The number of jewelry searches increased significantly in February, May, and August, mainly due to Valentine's Day, when jewelry became one of the ideal choices.

The jewelry categories that consumers are most concerned about are mainly pearls/colored gemstones/jadeite;

1. Analysis of the audience of the jewelry industry

Different audiences have different demands for products. We need to have an in-depth understanding of the business in order to accurately locate our target audience.

Female users account for more than half, and the main group is around 35-50 years old , who pay more attention to luxury goods;

·Search more about product prices, jewelry maintenance, product knowledge, and product authenticity identification, and pay more attention to price, brand, and authenticity;

2. Marketing Page Type

The landing page is the starting point for users to come into contact with the product. According to the characteristics of the industry, the main landing page forms include imitation soft text type, popular science type, brand hard advertising type, and short screen direct type . Let’s take a look at the following cases to see how to optimize and improve the conversion rate of marketing pages and reduce the bounce rate.

1) Imitation soft article type

Directly loading the on-site video in the header image hits the user's pain points, and through the method of decryption, shows that experts have personally arrived at the source of the goods, and then uses price discounts to enhance the desire to buy. By using a communication system in the user's language and creating a real-life atmosphere, we can achieve an empathetic experience with users and ultimately guide them to add WeChat for further conversion.

2) Multi-category popular science

The header image needs to directly explain the issues that the audience is most concerned about through copywriting and guide the audience to read. In order to eliminate users' concerns, we popularize some product categories and answer some industry knowledge questions to establish authority, and then enhance user trust through external endorsements, dispel user doubts, explain to users why they choose our advertisers instead of other products, and finally guide the audience to add WeChat to promote conversions.

3) Brand hard advertising

First, the header image shows the theme, clarifies the brand business, and quickly captures the target audience; then, by displaying product details from multiple aspects, the advertiser’s unique selling points are introduced to users; finally, authenticity is reflected through the use of third-party buyer shows, emphasizing the differences and advantages of the products; when users see the advertiser’s brand and the physical display of the product, they feel safe and reliable, and will naturally make up their minds to make the next purchase, and the conversion of a new user is completed at this time.

4) Short screen direct access type

This type of page carries less information, the time users stay on it is more fragmented, their attention is easily distracted, and users are more concerned about the display of effective information. We can start with brand awareness and focus on brands or platforms that already have a certain influence, and display key information on a single screen:

The upper part directly displays clear jewelry pictures and copywriting;

The lower part displays the conversion button and advertiser’s QR code to guide users to take direct actions.

The focus of the short-screen direct access type is to shorten the user's decision-making cycle and conversion path, which can more effectively reduce the bounce rate and improve the effect.

The above is the guide to building marketing pages for the two major industries of cosmetics and jewelry . Please remember to forward and collect it~

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch