Advertising landing page optimization rules!

We all know that the key to a landing page is that from the time a user clicks on an ad, to the time they enter the page, to the time they become interested, this process must not make the user want to close the page.

However, the reality is that most users, after entering an information flow landing page, lose interest in the content, layout, pictures, etc. before they even read a few words, and quickly choose to exit.

1. Primacy Effect: Beauty at First Sight

The first impression of the landing page can be compared to the feeling of a man when he suddenly sees a woman - if he thinks he is stunning or likes her, then he will form a deep-rooted impression - this is a beauty.

People's first impression of things plays an important role that they themselves are not even aware of. This is similar to the "primacy effect" in psychology (proposed by psychologist Latane): external information is input into the brain in order, the first information input has the greatest effect, and the last information input also plays a greater role.

By grasping this characteristic of the brain's information processing, there will be rules to follow when planning landing pages - the layout, quality, and color of the landing page will instantly leave an overall impression on the user, and the "sense of quality" of the landing page will directly affect the user's perception of "brand quality."

Special emphasis : In addition to the design of the header image and the first screen, the overall consistency of the page and the final beautiful ending are also the key factors affecting the "primacy effect", which is often overlooked by us.

When planning a landing page, it is easy to make the mistake of "starting strong but ending weak", that is, spending 90% of your energy on the beginning and 10% on the end. Little do people know that the powerful introduction at the end is the finishing touch, and there are many tricks that can be played.

1. A CTA with a natural transition can achieve the effect of assisting.

A good landing page must fully understand the design techniques of CTA and encourage visitors to take specific actions, otherwise it will be a failure. In the information flow, CTA often appears in the middle or end of the page in the form of direct purchase or information retention forms.

Here we need to grasp three factors that have a significant and direct impact on CTA conversion rate:

(1) Attention: Make it stand out from other elements as much as possible and remove all surrounding distractions.

(2) Message: short and direct, action-oriented, clear and understandable, with a sense of urgency

(3) Strategy: We only have an average of 2.8 seconds to make a conversion, so we must answer the question in a very short time: What value can I provide? The CTA strategy can be summed up in one sentence: highlight value, highlight value, and highlight value.

2. Retention settings are essential because for brand owners, retention has no loss and can also bring additional leads.

When users stay for more than 5 seconds or are about to leave, popping up attractive retention settings can significantly reduce the loss of leads.

We can also pop up different retention pop-ups for different audiences. As shown in the picture above, a decoration brand cooperated with Beijing TV on a program, so the program registration pop-up window on the right was displayed to Beijing users, and the quotation pop-up window on the left was displayed to users in other cities.

2. How to become a beauty at first sight?

If the landing page is compared to a beautiful woman, then color coordination, comfortable layout, attractive pictures and fast loading are just the most basic requirements. In addition, high-quality landing pages have three hidden characteristics that I would like to share with you here.

1. The layout should not only be orderly, but also know how to "leave blank space"

The so-called blank space means that the overall feeling of the page should not bring a sense of oppression to users, but increase the "breathing feeling" when reading. As shown in the figure below, you can compare the differences in the layout of these two pages.

In the layout on the right, the blank space is larger and the space is stretched, making the landing page look more:

(1) Easy to read, elements are clearer;

(2) Increase the sense of breathing and reduce visual confusion;

(3) Focus your attention and reduce distractions.

As shown in the picture above, when optimizing the landing page, if you can fully consider the white space, you can make the page more high-quality.

2. Each picture should be carefully selected to inspire an instant "sense of identification"

A landing page will include many pictures - more pictures and videos can reduce reading costs, increase visuals and interest. But there is a problem that is easily overlooked. The more image materials a page uses, the more requirements and restrictions there are for the images.

Solution: Each picture should be chosen to ensure that it creates a sense of "identity" with the user.

(1) The style of the pictures should be as consistent as possible. For example, the first picture is a real picture, and the second picture becomes a cartoon picture.

(2) There should not be too many elements in the picture, and the visual focus should be clear. Only when the visual focus is clear can we attract more users' attention and convey more accurate information.

Let’s take an example to illustrate the importance of image selection. The picture below is a screenshot of the landing page of a certain decoration brand.

Before the revision, the before and after pictures were all in color - the elements of the two pictures were relatively complex, and at first glance, they could not create a sharp contrast; after the revision, the black and white/color contrast was cleverly used to focus on the brightness after the renovation, creating a good contrast.

3. Reduce the burden on the landing page again and again - delete unnecessary elements on the page and protect the user's attention

When making a landing page, ask yourself more often: What is my purpose? What is the ultimate goal? What is the overall message you want to convey? This ensures that every element has a reason to exist.

“The most dressed-up women are the ones who take one last look in the mirror and take off an accessory before going out.” It’s easy to overdo it on a landing page, and you have to make choices about elements. Whether it’s the text you want to convey or the pictures you want to display, you can’t seek perfection. Don’t forget: less is more.

As shown above, the home screen of a travel wedding photography brand’s landing page can make the theme more focused and clear, and the guided action more focused after appropriately deleting elements.

Finally, I want to say:

Although the landing page is only one part of marketing, if we are willing to spend enough time and energy to first penetrate the key point of "landing page", the marketing results may be completely different.

Author: Agnes Zhang

Source: Lingxi Marketing Notes (getlx007)