Why don’t you want to close some landing pages once you open them?

A landing page is a web page that is displayed to users when potential users click on an ad or search using a search engine. Generally, this page will display extended content related to the clicked ad or search result link, and this page should be search engine optimized for a certain keyword (or phrase).

The first problem that the landing page needs to solve is the hook problem - we need to give a compelling reason that makes people want to stay.

What is the hook of the landing page?

This hook is the feeling that when users jump in and see the page at first glance, they feel that this page is "right"! This hook includes not only the copy, pictures, and overall style, but also a clever connection with your advertising creativity. We need to think of every way to make users feel that this ad is more attractive and more relevant to them than the previous one.

How to find this handle?

I have a gripper model that is easy to remember, called the ABC model:

• A stands for Audience;
• B stands for Belong, which means belonging or identity;
• C stands for condition, which means scene or state.

A: Audience: Know who you are targeting

In addition to the audience characteristics we often use: such as gender, age, city, income level, etc., it also includes some unique and easily overlooked characteristics based on your business scenario.

For example: [Purchasing Role Characteristics] - Everyone must have heard of it, but when making a landing page, have we ever considered that the audience may be different roles in the purchasing process?

To give a practical example, an online children's English brand we have come into contact with has an average customer unit price of 1,000-1,500 yuan and advertises in the information flow. So, who are the people who click on their ads?

Some students may say, those must be people who are interested in children’s English, the children’s parents. Let’s think about it again, are they only the children’s parents?

While I was preparing for this course, I specifically asked several advertising planners who were working on children's education brands. Their answers were surprisingly consistent. They all believed that their landing pages were for parents to see.

But this brand is different.

They noticed that children aged 5-8 years old now spend as much time on their phones as their parents. Will children click on interesting ads when they see them? Then think about it, whose phone are they looking at? What is their first reaction when they see something they are curious about?

Friends who have children at home should be able to empathize with this. The children will definitely run over to their parents and ask what this thing is. Can I have one too?

As shown above, this brand makes full use of the detail of children interacting with their parents when playing with mobile phones. They make the landing page of the course for children full of childlike fun, and the protagonist must be a particularly cute child.

Here comes the point. They added extra drama to the kid in the header image by adding a line of text: "My mom bought me a super gift package!"

After the modification, the conversion rate of the page increased by 3% within one month. In fact, this marketing landing page only discovered that they actually have two types of audiences: people who have the power to make purchasing decisions (children’s parents) and people who do not have the power to buy but deeply influence the decision (children themselves).

Therefore, when we think about the landing page hook, we must first clarify: who is your audience? How many categories can it be divided into? How to cleverly take into account the characteristics of each category? Or you can find a way to match different versions to different audiences.

Let me insert an advertisement here. Lingqi smart landing page has a very good feature. Without changing the page URL, it can display different versions for different audiences. Friends who want to try it out quietly can leave a message directly in the official account.

Of course, your understanding and insight into your customers will always be the primary productive force for optimization. In short, the A in the ABC model of the hook means that you must pay attention to who is viewing your landing page and what they see that will lead to a positive reaction.

2. B: Attribution, the landing page is part of the advertisement

Belong, that is, the landing page must be a part of the advertisement, not a continuation of the advertisement. They should be viewed as a whole - that is, after the user finishes reading the advertisement, he or she will feel that the landing page is the second half of the advertisement he or she just saw, and it is highly relevant to his or her interests, and he or she will continue reading it unconsciously.

To understand how important the information on a landing page is, let’s first look at some data:

The average bounce rate of a landing page is around 50%. If your bounce rate is 30%, it is already excellent. However, if it is lower than 80%, it is obvious that your bounce rate indicator is lagging behind.

If we simply regard the level of practitioners as a normal distribution, then those who can achieve an average bounce rate account for about 90%, and the number of those who lag behind and those who excel is the same, 5% each.

Such an analysis shows that the problem of landing page acceptance can, to a certain extent, reflect the level of practitioners. So how can we advance from lagging behind or being average to being excellent?

The key point is actually very simple, which is [What does your first screen title express? 】Because this determines whether users can see information that corresponds to the advertising creativity the moment the page appears.

Therefore, the four ideas for writing main titles that I will introduce next are intended to help you achieve excellence in the dimension of Belong, that is, the dimension of belonging and identification.

1. Benefit-oriented

What benefits can your product bring to him? What pain points can you help him solve? Moreover, this pain point must be consistent with your advertising creativity and must not deviate from the topic.

When it comes to talking about benefits to users, everyone must think it is easy. We tell users every day what benefits they can get. However, it is not so easy to find the benefits that can impress people, because this requires a deep understanding of users and grasping their inner needs.

For example: On the left is an information flow advertisement for the shared space WeWork: "Are you still anxious about the cost of office space?" The title of the landing page is very clever. It does not brag about itself and say that it is cheap and has a big discount (WeWork is not cheap either). WeWork knows what kind of customers it is facing - a group of entrepreneurs who are looking for a high-quality office environment that is not so expensive.

So, their main title is [Give the Future More Space]. Let's take a look at how well the pun is used. It refers not only to physical space, but also to spiritual space. In WeWork, you can also meet entrepreneurs with the same taste as you, so that you may get more opportunities.

This slogan is conveying a kind of spiritual benefit to users. Isn’t this what most entrepreneurs need? Confidence, vision, hope.

2. Imperative

Commands are not about being domineering, but about directly giving consumers a reason to buy from you and reducing their thinking costs. For example, a relatively successful case: If you are afraid of getting a sore throat, drink Wanglaoji.

Let’s take a look at this case: The picture above is a K12 advertisement. The subtitle of the landing page tells you in a very strong tone that you need to make up for the lessons you have fallen behind. The tone was the same as that of the class teacher, leaving the parents powerless to resist.

The epidemic has just passed, what are parents of primary and secondary school students most afraid of?

You are afraid that your child’s homework will be delayed and that he or she will fall behind others, so I directly point out your anxiety and guide you to buy tutoring classes for your child. Did you see that? The word "fall" is a reason that parents cannot refuse.

3. Promotional

This is easy to understand. Use promotions to attract consumers and make them buy in order to get a bargain. This is too common. Nowadays, landing pages are basically filled with coupons.

Let’s look at a more interesting case: The picture above is a landing page for a Beijing home improvement brand. This landing page doesn’t even have a main title in the conventional sense. In order to highlight the benefits to users, it is made into a solicitation form.

Of course, these services were originally free, but because of the addition of restrictions such as Beijing, to be renovated, and 200 owners, they seem very reasonable and thus stimulate users' desire to take advantage.

4. Questioning

It is to make users ask themselves the question "why" and attract consumers to continue to learn about the product. This method is relatively easy to understand, so I won’t go into detail here. I will show you a few specific examples.

3. C: Scenario, i.e. the specific channel for delivery

C means that you must consider it in conjunction with the specific channels of delivery, because different platforms have different characteristics and the scenarios in which users use them are also different.

For example, when people use TikTok, most of them are on their way to and from get off work, sitting on the sofa or bed at home, waiting for someone out of boredom, etc. They are more relaxed and tend to be in a mindless mode. At this time, if you create a copy that requires effort to understand, the effect is likely to fail.

The scene refers to the media channel. We need to take into account the state of consumers when they are looking at the landing page. To put it bluntly, we need to have good vision.

Previously, when I was browsing the headlines, I saw an advertisement for studying abroad, so I clicked on it. Later, when I searched for studying abroad on Baidu, I saw the advertisement of this brand again, and I found that the style of the landing page was very different.

Let's take a look at the following two landing pages of the same overseas study agency brand that appear in different media with very different styles. Guess: Which landing page theme do you think will be more attractive? Will it have a better effect?

The picture on the left is an ad in Baidu SEM. Because it is based on the search term "study abroad", users who actively come here are likely to want to get more information. It is thoughtful to provide a comprehensive analysis and report on studying abroad to help you save the trouble of collecting information.

The picture on the right is an advertisement in the headlines information flow, because it is for people who are squeezed in the subway or are bored and killing time. Most of the people who click in when browsing the news and gossip are parents of children or young people in the workplace who have some thoughts about studying abroad.

I'll give you a tempting vision: world-renowned universities, ladders, and first study preparatory courses in China to solve your worries. Does it fit the hurried information flow scene?

Now that we have talked about the hooks, you can experience the ABC model when you have time and think about whether your own landing page or the landing page of your competitors can also be optimized from the three dimensions of A audience, B belonging, and C scenario?

Author: Agnes

Source: Lingxi Marketing Notes