Event Operation: How to achieve high conversion rate through poster copywriting?

Operations staff often come into contact with event posters in their daily work, and sometimes even have the task of designing posters part-time. As an operator, how can you achieve a high conversion rate through event posters and poster copywriting?

1. Event poster types and high conversion factors

1. Activity banner image

(1) Elements of an event banner

Banner generally includes two aspects: one is the text part of the banner, and the other is the background and other graphic elements of the banner.

(2) High conversion factors

The copywriting part of the banner needs to include at least two parts: the title of the activity or product recommendation and the action guide words, and basically follow the "1 main, 1 sub-title, 1 action principle" (that is, one main title, one sub-title, and one action word).

• Main title : Show what the event/product is or what its outstanding selling points are, highlight the main message that this poster wants to convey or the core selling point of the product.
• Subtitle : Auxiliary explanation of the activity/product related introduction or other selling points, supplementary explanation of the main title, and further introduction of the activity/product.
• Action guide words : guide users to click/participate, add action-oriented words to guide users to click and enter. The verbs that guide users to take action are often forgotten in posters and are also a part that requires special attention.

The background and pictures of the banner need to match the characteristics of the activity or product. The specific aspects that need attention will be introduced in detail in the "Design Aspects" below:

2. Event pop-up screen

(1) Elements of an activity pop-up screen

Pop-up screens, like banners, generally include two aspects: one is the text part of the banner, and the other is the background and other graphic elements of the banner.

(2) High conversion factors

The elements of high conversion are also the same as banner.

3. Event details page

The previous article disassembled the components of a standard event copy. The event details page is organized and laid out to showcase the event, so the event details page can also be divided into areas based on the components of the event copy.

However, the activity pages of e-commerce platforms vary greatly, and many pages are mainly used to display and recommend products. There are roughly several types of activity details pages:

(1) Activity introduction title area

Place the main title, subtitle, introduction, event introduction and other basic information of the event;

(2) The area for receiving or drawing red envelopes (optional)

In order to increase participation in the event, areas for receiving or drawing red envelopes are often placed;

(3) Product recommendation area for the event

Select some products participating in the event and recommend and attract traffic. Product recommendations with thematic or category characteristics are usually divided into several sections. Each section includes: section main title, section subtitle, section recommended products, and recommendation copy for each product.

2. Principles of event poster design

1. Copywriting

(1) The poster copy should reflect a clear theme

If there is no way to let users know the theme of the poster at the first time, the conversion rate of the poster cannot be high. Here are some negative examples~

1) The copy does not reflect ongoing activities or recommended products

Pinduoduo’s carousel pictures often require people to guess the intention of the poster based on the accompanying pictures, and they don’t know what product details page they will see after clicking on it. Could it be that the poster below is giving me a 20-yuan coupon for beauty products?

2) The copywriting uses hard-coded concepts or nouns, and fails to identify what the advertisement is about at the first glance

For example, in the Taobao poster below, it is hard to guess what "Green Kitchen" refers to. It may be organic vegetables or fruits or something like that. If you don't know, you might think it is a special report, which makes people have no desire to click on it.

3) The copy has little or no relevance to the event, but is forced to focus on the hot topic

Just looking at the title of Meituan, I thought it was about writing reviews after consumption, expressing your favorite stores or food, at least it has something to do with speaking and writing...

When I clicked on the details page, my pupils dilated and I didn't know whether to laugh or cry. This was both answering questions and high-quality protein? ? ? I am really impressed!

(2) The key information of the poster copy should be highlighted

The most important, most attractive and most attractive information should be displayed in large, bold and highlighted characters, and the key points should be highlighted.

The banner below from JD.com shows that Fengxiang Food’s chicken wings are not attractive enough.

There is also this copywriting of Pinduoduo, which also does not highlight the most attractive point of pepper powder.

(3) The number of lines and words in the poster copy should not be too many

The text of a poster is usually 2-4 lines long, and the best text is 3 lines long. If you must use 4 lines of text, it is recommended that the size and thickness of the text be differentiated. I personally feel that the poster below has too much information, and the font size distinction is not very obvious. The logo font on the first line can be smaller.

(4) The poster copy has no selling points or attractions

1) The copy is too concise or even crude

The advertisement display position of the Meituan merchant below, the copy is really too concise

2) The selling point is too general and not specific enough

How much money can you save? How big is the discount? This kind of information emphasizing the strength of the discount must be specific in order to catch people's attention.

If the following copy is changed to something like: "Grab an electric kettle for 1 yuan, quality products at up to 30% off, go and buy it", wouldn't it be much better than the original copy?

(5) Lack of operation instructions

The most easily missed part of the poster copy is the action-oriented words that guide the operation. Adding them will make it more clickable. Given the same poster design, would you be more likely to click on the one with action-guiding words added?

2. Design

(1) Follow the four design principles of "A Design Book for Everyone": contrast principle, repetition principle, alignment principle, and intimacy principle.

1) Contrast principle: There should be contrast between different elements on the page to achieve a contrast effect that attracts readers.

Contrast includes fonts, colors, font sizes and other aspects. The contrast in these aspects must be strong. In the poster below, "Up to 15% high commission is waiting for you" is not very prominent, and the color of the text background frame is integrated into the background of the picture.

2) Principle of Repetition: Certain aspects of the design need to be repeated throughout the work.

The elements in the poster should be unified as a whole and maintain overall connection.

3) Alignment principle: Each item should have some visual connection with something on the page.

There should be some visual connection between the elements on the poster. For example, the text on the left side of the poster below should be either left-aligned or centered.

4) Proximity principle: Organize related items together and move them so that they are physically close to each other. In this way, related items will be seen as a cohesive group rather than a bunch of unrelated fragments.

If the small part of the product image on the left side of the picture below is placed together with the large product image on the right side, the overall picture will be more harmonious and less confusing.

(2) In addition, key information should be displayed on the first screen as much as possible, so that users can get an overview of the activity or see the most attractive parts without scrolling the screen.

The first screen of the poster below has insignificant pictures occupying most of the screen. If the "1 yuan trial for popular new products" area below is moved up, it will feel more attractive to scroll through the screen.

If there are colleagues in the department who specialize in design, the operations colleagues can give some suggestions on design; if unfortunately you have to do both operations and design, when designing event posters, there is no need to pursue design skills and the beauty of the picture too much. It is enough to be basically concise and clear and highlight the key points.

Author: Pumpkin Pie Sauce

Source: Pumpkin Pie Sauce