Search promotion: conversion landing page optimization tips!

Do you know that in search promotion , the content of the landing page will directly affect the display volume and ranking of the advertisement? How to optimize the landing page to maximize the promotion effect, [Landing Page Optimization Tips] will reveal it to you!

This article outlines:

1. What does the landing page affect? How big is the impact?

2. What is a good landing page?

3. How to determine whether the landing page meets the standards?

4. How to optimize the landing page?

The impact of landing pages on account delivery

We all know that the quality of the landing page will directly affect the conversion rate of our account, but we don’t know that the quality of the landing page will also directly affect the display volume of the account. The advertising system will reward the good and punish the bad. The display volume of low-quality landing pages will be filtered, and high-quality landing pages will be ranked, weighted, and charged preferentially.

Ad ranking = quality (click-through rate, creativity, landing page) * bid

We know the impact of landing pages on account delivery, so what kind of landing page is a high-quality landing page?

What is a good landing page?

We can use four words to explain “smart, excellent, simple and correct”. Let’s analyze what “smart, excellent, simple and correct” are respectively.

1) Intelligence - Show users what they want to see

The key points to satisfy customer search demands: the relevance of the landing page and the search terms, and whether users can quickly obtain the required information.

Keyword-landing page strong correlation

• Strong content relevance: The landing page is a detailed page related to the keyword, fully introducing the product information
• Thousands of words, thousands of faces: what you search for will be displayed, different keywords correspond to different landing pages
• Key information: Placed above the first screen to facilitate direct positioning of appeals

Bad Case: The landing page is not relevant to the search term

①Regional mismatch

② The search category does not match, for example: searching for "Three Lives Three Worlds: The Pillow Book" TV, the result is "novel"

③ Regardless of product, all keywords are listed on one page

User acquisition information intelligence

• High timeliness: For product information with high timeliness, such as product prices, novels, recruitment information, weather, interest rates, second-hand transactions, etc., the actual results need to meet the user's timeliness requirements
• Easy access to information: It is necessary to ensure that users can obtain the required content at the lowest cost, such as: no need for secondary search; important content is obvious, no need to hide and turn over many pages to find; no need to download apps to obtain the required content
• Information access rights: Information on the page can be accessed smoothly without registration, payment, authorization, etc.
• Perceptual coherence: the page pictures, abstracts, and titles are coherent, without truncation, garbled characters, and consistent information.

Example: Stock Advisory Business

2) Excellent – ​​High quality and professional content

To build a high-quality landing page, you need to ensure that the content is high-quality, professional and credible.

Content quality (rich content + good freshness)

• Richness: It has diverse forms, can be explained in simple terms, can provoke thinking, is well edited, has close relationship with the main subject, is valuable to users and has good feedback.

❌ The content is general and not exhaustive

❌ Lack of pictures and videos

❌ The title and description are incomprehensible

• Freshness: For content that is not time-sensitive, remove the need for old resources. The timestamp should be active resources within 2 years.

Professional and Trustworthy (Trustworthy + Well-known + Professional)

• Credibility: An official website or authoritative website with the right of interpretation and registration and filing information.

❌ No registration information; unclear source; informal organization

• Popularity: Has a certain degree of popularity and audience, good reputation

❌ No fame

• Professionalism: The content published is focused on a certain field

❌ Low content consistency and cluttered content

Example: Premium Content

3) Simple – good user experience

Three elements of landing page user experience: loading speed, browsing smoothness, and interactive comfort

Loading speed:

• Ideal speed: 0～1s ✅
• Average speed: 1 to 3 seconds ❌
• Very slow: more than 3s ❌

Interactive Comfort:

• Smooth sliding: pages slide smoothly, tab switching, and video playback without lag
• Functionality-friendly: landing page can be rolled back, links can be clicked, no extra steps and functions
• Comfortable interaction: interactive operation is in line with habits

Smooth browsing:

• Mobile adaptation: The landing page is compatible with different mobile devices, and there is no PC page for mobile
• Layout: Focus is highlighted, structure is reasonable, navigation is clear; the main content of the first screen is >50%, the information hierarchy is clear and reasonable, and the main body has no folding
• Font spacing: comfortable reading, font size > 10pt, font size and line height ratio > 1.4
• Page floating window: Comply with floating window rules, do not block the main content and functions, no pop-up window, no over-height, no flickering

Floating window rules:

• The floating window function bar can appear at the bottom, and the circular consulting prompt button can be set on both sides
• There can be no more than one floating window with an area ≤ 10% of the screen. There can be no more than one side button (left or right), with a total area of ​​≤ 1 cm2 on one side.
• Clear text in charts
• No repeated functions, no flickering, jittering, or jumping

Error example:

① The PC page is not adapted or poorly adapted when it is displayed on the mobile terminal, and the text needs to be enlarged to be clear.

② Incorrect use of floating window

4) Positive – Meets content baseline

Example:

Content summary: content relevance + experience quality

How to determine whether the landing page meets the standards

Optimization Center

Improve the quality of landing pages (small traffic): Detect problems such as illegal pop-up windows, PC pages, fake forums, and default app downloads on landing pages. Modify landing pages with poor relevance (small traffic): Detect issues related to the relevance of landing pages to keywords.

Modify less relevant landing pages

Operation entry: Optimization Center → All/Landing Page Category → Modify the landing page with poor relevance

Determining the relevance of keywords to landing pages

• The landing page content contains keywords: It is recommended that the product content in the landing page should be consistent with the keywords
• There are multiple landing pages corresponding to keywords: There are multiple keywords that share the same landing page. Please modify carefully to reduce the impact on other keywords. It is recommended to add a new landing page

Improve the quality of landing pages

Goal: Landing page meets keyword content

1. Reasonably build planning units according to business and word meaning. The keywords in the same unit have the same business and similar word meanings.

2. The corresponding landing page, the core of the keywords

Operation entry: Optimization Center → All/Landing Page Category → Improve Landing Page Quality

Determine the quality of your landing page

• Landing page floating window: The landing page "floating window area" or "interaction method" is not qualified
• Poor mobile adaptability: the landing page may be a PC page
• Fake forum: The landing page may contain "fake forum" or "unavailable function"
• Automatic download or redirect: The landing page may have "APP automatic download" behavior

How to improve the relevance of landing pages?

Non-custodial clients

• Customers make their own dynamic landing pages, with keyword information in the URL
• Self-made dynamic landing page, search the database by keyword, and dynamically generate landing page

Hosting Customers

Jimuyu dynamic landing page, product library docking,

Summary:

The above is the landing page optimization guide brought to you in this issue! The landing page is the ultimate scene for audience conversion and the key to the final conversion. It may seem like just a few simple pages, no more than five screens, but there is a lot to it. Read the article carefully to learn how to make high-quality landing pages.

Author: Little Sun Source: Little Sun