Are forms expensive? Landing page optimization tips for the home furnishing industry!

"A gentleman hides his abilities and waits for the right time to act."

With the arrival of the mid-year promotion period, the home furnishing market, which was once affected by the epidemic and was in a slump, continues to heat up and is showing signs of an explosive growth.

The good opportunity has arrived. As operators in the home furnishing industry, how should we strategize and grab market share? Are there any ready-made marketing secrets that can help everyone fully demonstrate their own advantages and achieve low-cost customer acquisition?

In this issue, the editor brings you an advanced version of home furnishing industry materials - "Landing Page Optimization Tips" , to help you fix the landing page, clarify the selling points and advantages, attract more attention, and reduce customer cost to the lowest level.

1. Key points for landing page optimization + practical cases

First, here are the three most important points in the optimization secrets:

￭NO.1 The page size is controlled within 3-4 screens

￭NO.2 The customer information cost of quotation-related topics is relatively lower

￭NO.3 The form should be written in a way that dispels user concerns

Below, the editor will use a practical case of residential furniture to tell you the extraordinary effects brought about by mastering the three key points.

The original landing page of this case mainly promoted the theme of new store opening, and the customer capital cost was higher than the market value; in the first round of optimization, the theme remained unchanged, the page length was shortened by nearly 1/3, and the cost was reduced by 50%; in the second round of optimization, the theme was changed to quotation, and the cost was reduced by another 50% compared with the first round. Details are as follows:

Original landing page:

① Length: The overall content is large, and the page length exceeds 5 screens;

② Theme: The theme is the opening of a new store;

③ Form: guide users to receive promotional offers.

Swipe up and down to view the case landing page

First round of optimization:

The theme and form content remain unchanged, but the length is shortened, and the cost is reduced by 50%.

① Length: Delete all the content after the "Real Reviews by Owners" section and shorten the page to 4 screens;

② Theme: The theme remains unchanged and will still revolve around the opening of new stores;

③ Form: The form settings remain unchanged, guiding users to receive promotional offers.

Swipe up and down to view the case landing page

Second round of optimization:

The topic was changed to quotation, the article was shorter, and the form was guided by quotation. The cost was reduced by 50% compared to the first round of optimization.

① Length: The content can be added or deleted appropriately according to the topic, and the page length should be kept to 3 screens;

② Theme: The opening event theme is changed to quotation theme;

③ Form: Change it to a quotation format according to the theme, and add “free” to the button to dispel users’ concerns about paying.

Swipe up and down to view the case landing page

The above residential furniture cases have proven that shortened landing pages, quotation-related topics, and form descriptions that dispel concerns are more likely to win the favor of consumers. Of course, these three key points have also withstood the test of data in industries such as decoration design, home improvement building materials, hardware and electrical engineering (see case studies below).

By mastering these three key points, the attractiveness of your landing page will increase dramatically. However, it is not enough to rely on these three unique skills to conquer the world. Basic skills such as copywriting and design must also be solid in order to ensure victory. To this end, the editor has summarized a complete set of landing page optimization tips based on rich experience and examples. Below, I will share them with you.

2. Home Furnishing Industry Landing Page Optimization Guide

1. Keep the page short and concise

The recommended length is 3-4 screens, and try not to exceed 5 screens. The page is too long and contains too much content, and users have limited reading time and information reception, which can easily lead to user loss.

Excellent case of decoration design——3 screens

Excellent case of home building materials——4 screens

2. Choose promotional topics as needed

During the event, you can choose an event-based landing page and use a form to guide users to receive discounts. If the customer cost is too high, you can create a new quotation-themed landing page for promotion.

3. Design should serve content

1) Combination of design and theme

① The activity theme landing page uses warm colors (such as red, yellow, and gold) to create a promotional atmosphere and drive user excitement;

②Non-activity theme landing page, no style restrictions. It is recommended that the design be simple and direct, without adding too much decoration, with more scene pictures and clear distinction between primary and secondary texts.

2) Create an atmosphere through interaction

Through some dynamic design forms, users can be immersed in the content when browsing the page, and their inner desires can be more easily aroused.

① Add a ticker on the form to stimulate users’ desire to quote through price changes.

Decoration design case

② Dynamically displaying large images in a carousel format can not only reduce the overall page length, but also create a sense of immersion and stimulate desire.

Hardware and electrical cases

4. The copywriting is concise and highlights the benefits

1) Keep the copy short

Do not pile up too much content, and the maximum length of a paragraph should not exceed 60 words.

2) Highlight the benefits to users

For event-related copywriting, you can highlight price-related benefit points such as preferential unit prices, preferential packages, price reduction, coupons, free tickets, etc.; for non-event-related copywriting, you can highlight other benefit points such as post-construction effects, factory prices, free quotes (measurement/design), etc.

The above is the guide to optimizing landing page materials for the home furnishing industry brought to you in this issue!

The material optimization is done well, the advertising costs are steadily decreasing, the running volume is large, and the effect is good. I wish everyone to seize the good marketing season in the middle of the year, show their talents, and get more orders.

Author: Wang Yue

Source: Tencent Advertising Service Account