Tips to improve landing page registration conversion rate!

Without further ado, here is a picture. This is the registration conversion rate of our product in the past 30 days. The average registration success rate is between 16% and 21%, and the mobile phone number input rate is greater than 40%. With tens of millions of existing users and tens of thousands of new users added every day, it is considered a good registration success rate.

In fact, the performance advertising in many industries now starts from the registration page, such as credit card application, insurance application, loan application, financial products, educational products, vehicle test drive, etc., so I hope this summary will be helpful to those who are involved in performance marketing.

To facilitate your reading, I will first list the thinking framework and then explain them one by one:

1. Willing leakage

Intentional leakage refers to the leakage caused by the fact that users did not originally have the need to apply for this product. This type of leakage can only be minimized but cannot be completely eliminated.

1. Traffic sources and conversion rates

The source of traffic is closely related to intentional leakage. Generally speaking, the higher the accuracy of user screening, the higher the registration conversion rate, and the lower the intentional leakage rate.

For example, in terms of registration conversion rate, splash screen ads < display ads < search engine ads, because splash screen ads are usually not targeted, display ads have some simple targeting, and search engine ads are usually more accurately targeted because users search based on subjective needs, and thus have a higher conversion rate.

Therefore, when the registration conversion rate decreases, first analyze whether the traffic structure has changed . If the sources of low-intent traffic increase and the sources of high-intent traffic decrease, then the decrease in conversion rate is normal. Generally speaking, a channel with a higher registration conversion rate means that the platform has a stronger ability to screen users, and this rule does not apply to fake traffic.

The registration conversion rates for the same traffic source can vary greatly . For example, display ads have different conversion rates when delivered using basic targeting and when delivered using back-end conversion data feedback. In search engine advertising, generally speaking, the conversion rate of brand words is higher than that of competitor words, competitor words are higher than generic words, and generic words are higher than crowd words.

I have said so much just to tell you that if you want to improve conversion, you must first understand your own traffic structure . After understanding the traffic structure, analyze the targeting method. The higher the registration conversion rate, the better. Don't make blind comparisons.

In order to improve the registration conversion rate, budget allocation should be more inclined towards channels with strong targeting capabilities.

2. Page content and conversion rate

The second aspect to reduce intentional leakage is the content design of the page. The following tips may help you.

One is the order in which the advantages are explained. I often see many landing pages that list too many selling points, which dazzles customers. In fact, a better way is to do some simple user research, let customers rank the selling points, and only explain 1-2 advantages at a time.

When explaining your advantages, please follow the FAB principle . F stands for feature, A stands for advantage, and B stands for benefit . For example, purely online review of a credit product is F, being more convenient and faster than offline is A, and being able to help you save time and allow you to get the credit limit as soon as possible to alleviate your urgent needs is B. Don't just write F and A, also write B to be impressive.

Generally speaking, users need to build a trust relationship before they can start registering. So how do you build trust? One little trick is the herd effect. For example, if there are 20 million users who have applied for this service, if this number is made rolling, changing in real time, with both zeros and integers, the trust level will be higher. Another way is to enhance endorsements, which can be certification from authoritative organizations, recommendations from influential people, a position in the industry, etc.

After establishing a trust relationship, users may still not register. This is when a final push is needed to push users to make a decision . There are two ways you can use here . One is to combine it with activities and emphasize that the activity is limited in time , such as only available today, 24-hour countdown, price discounts can be applied for within 1 hour, etc. The second is to emphasize scarcity. The easier it is to get a discount, the less you cherish it. This is probably the reason why Xiaomi’s hunger marketing has been so successful before!

2. Technical leakage

Technical leakage refers to the situation where the user has the intention to register, but due to inappropriate page guidance, cumbersome registration process, or obstacles encountered during the registration process, the registration fails. In principle, technical leakage should be reduced to zero as much as possible.

1. Registration guidance and conversion rate

First of all, whether the registration box is located on the first screen. We have tested it many times and found that whether the registration box is located on the first screen has a huge impact on the registration conversion rate. On the first screen, we should pay attention to testing the compatibility of different mobile browsers and different mobile systems.

Secondly, the height of the registration box . If it is too narrow, it is easy to make input errors and give people a cramped feeling. If it is too wide, the multiple fields will appear not compact. Find some registration boxes from big manufacturers to learn from their height and spacing.

In addition, the registration button's copy, color, and whether it is dynamic will affect the registration conversion rate. Generally speaking, a registration button with brighter colors and higher saturation is better. The interactive conversion rate of the registration button that changes from gray to bright after the information is filled in is not good; dynamic ones are better than static ones; the registration button copy should give users less pressure, which is better.

The directionality of the banner image is also very important. If the banner image is a person, you must follow the visual browsing habit from left to right, and the person’s sitting posture and gestures should not point to the left. The banner image is related to the selling point. A banner image with little noise and focus is far better than a banner image that conveys too much information.

If your page is longer than 1 screen, you need to add a floating registration button at the bottom of the page so that users can easily return to the top of the registration box whenever they stop and want to register.

2. Convenience of registration and conversion rate

In addition to the registration guide, the convenience of registration is also very important. Some pages require you to preset a password when registering, and require the password to contain three different symbols, which results in a poor operating experience.

For example, the registration page for a credit card often has dozens of fields, and users have very limited patience, so the fewer the registration fields , the better. Mobile phone number + verification code is the best. Operators have also launched a one-click registration service that automatically verifies user numbers and does not require filling in any fields. It is extremely streamlined.

The number of digits in the verification code will also affect the conversion rate. Generally, the shorter the verification code is, the lower the probability of incorrect input.

The number of interactions during the registration process will also affect the conversion rate . For example, fill in the mobile phone number first, then click to send the verification code, fill in the verification code, and then click the Register Now button. The user needs to perform a total of 4 actions here. During the delivery, the actions of clicking on the send verification code and clicking on the register now button can be automated. After the user enters the mobile phone number, the verification code is automatically sent. After filling in the verification code, the register button is automatically clicked. Four actions become two actions, which has a significant effect on improving the conversion rate.

Among all the above-mentioned measures, adjusting the traffic source and facilitating registration are big moves, while registration guides and page design are small moves. When resources are limited, it is recommended to use big moves first and then refine the small moves.

3. Recall of lost users

Even if intentional leakage and technical leakage have been resolved as well as possible, you still cannot avoid the loss of some users. This is when the bottom-line measures come into play.

On the one hand, we analyze the reasons for all registration failures. For example, the biggest reason for our registration failures is duplicate users, so we need to think about where to guide users who register repeatedly ? Reopen or download? Or guide to other surrounding services?

Can users who fail to obtain the verification code due to some network reasons resend the SMS? Anyone who has failed to register but has a complete number can do it again and be recalled .

Even if the user does not leave a mobile phone number, the device information on the h5 page will leave clues. It would be a good idea to make this part of the device number into a data packet and send it to Toutiao, Guangdiantong and other platforms for a secondary recall .

4. Conversion rate and settlement method

Having said that, the higher the registration conversion rate is not necessarily better . The higher the registration conversion rate is, the lower the actual purchase order conversion rate may be. Sometimes it is necessary to set some thresholds to identify the user's intention.

Whether to pursue registration conversion rate actually depends on the settlement method. When charging based on fixed location, fixed time, and clicks, the cost has already been paid before registration, so you should pursue a high registration conversion rate.

If settlement is based on the number of registrations, the cost occurs after the registration action is completed. Therefore, we must pay attention to the user's intention and set certain thresholds to increase the conversion rate of users' actual purchase orders.
A high registration rate usually means higher competitiveness in the traffic market and more initiative in traffic cooperation.

Author: Duoduo and Maomao

Source: Duoduo and Maomao