Emotional counseling/Second-tier e-commerce/Travel and travel... Landing page construction guide!

An epidemic has messed up everything, but the cold winter has passed and spring is coming. In 2020, everyone has entered a new industry field. Have you not found the right promotion tips yet? This issue shares with you the experience and skills in making marketing pages for the three industries of emotional industry, second-tier e-commerce, and travel and tourism , to help you increase the conversion rate of your marketing pages at the speed of light and stand out from your peers!

1. Emotional industry

In recent years, my country's marriage rate has declined, the divorce rate has continued to rise, and the sense of happiness in marriage has declined, which has become a breakthrough point for the emotional industry. As the income level of Chinese people increases, people have higher demands for service quality and spiritual consumption experience, and are willing to pay for personal emotional issues. This has triggered consumption upgrades on an emotional level.

According to statistics, female audiences account for 74% and male audiences account for 26%. Female audiences are further divided into married and unmarried, with an average age of 25 to 44 years old.

1. Information flow marketing page planning

Through emotional industry insights and crowd analysis , we found that there are three key points that affect conversions in information flow marketing pages:

First, in order to cater to the target audience, female colors and images are used visually to convey emotions and clarify the audience's focus.

Second, the use of marketing methods with strong experience, such as test questions, H5, and videos, can enhance the experience.

Third, add incentive conditions and verification codes to the page to help reduce conversion costs and improve conversion quality.

2. Analysis of 3 types of information flow marketing pages

3. Search marketing page planning

The content of the search marketing page reflects the most concerned issues:

1) Try to use contextual background to integrate and raise questions at the beginning, directly address the user's inner doubts, and highlight the core content of the page

2) Guide users to seek help online, take the opportunity to introduce conversion tools, and consult professional mentors to answer questions one-on-one

3) Provide solutions to demonstrate professionalism and deepen users’ trust in tutors

4) Add authoritative information such as brand endorsement and company strength at the end to strengthen the brand through cases and achieve conversion goals.

Search marketing page example:

2. Second-class e-commerce

1. Overview of Industry Crowd

Portrait: Men aged 35 and above with low education account for the largest proportion and become the main purchasing power.

Region: The top five regions include Guangdong, Jiangsu, Zhejiang, Hunan and Shandong.

Focus: Lottery stocks, health and wellness, practical tools, online novels, etc., are all interests of middle-aged people.

2. Five common marketing page types

Marketing pages are divided into five categories based on creative content and conversion forms:

Soft articles: often used to sell books, bird's nests and other products, with form conversion

WeChat fan-adding category : WeChat soft implantation, commonly used in selling local specialties, liquor and other products

Short page type : often used for products with a certain brand awareness to receive coupons or purchase directly

Forms : Commonly used in selling recharge cards, free trial packages, etc.

E-commerce : the best results, the most flexible optimization, and the widest range of applicable industries

3. Overall structure of marketing page

According to the golden three-screen principle, the first three screens of the landing page should clearly display promotional information and product highlights, striving to catch the audience's attention in a short period of time to generate subsequent stay and conversion. The overall structure and design of the marketing page includes 8 parts:

Build trust: Highlight the free trial to eliminate users’ concerns about product quality

Arouse interest: Use promotional activities to reflect the discount strength from the price trend

Raise pain points : Use pain points to stimulate users and pave the way for subsequent products

Problem Solving: Fully Demonstrate the Product's Highlights

Action-driven: reflect more detailed attributes such as materials and angles, so that users can have a more comprehensive understanding of the product

Word-of-mouth promotion: Emphasize free experience, product inspection and reviews to catalyze user conversion emotions

Authoritative evidence: Show product quality proof to enhance user recognition of the product

Second push: re-emphasize the point of zero-cost experience and catalyze the user's conversion emotions

3. Tourism industry

With the development of my country's new first-tier cities and second- and third-tier cities and the change of social concepts, new main forces have become the decisive factors in the market, the sinking market has become a new focus, user demand is constantly increasing, and the industry has strong development potential.

1. Audience Analysis

According to the different needs of different groups of people for products, the audience is divided into three types:

Young group : 18-30 years old, focusing on food and personal experience, travel budget, shopping, etc.

Middle-aged group : 30-50 years old, mainly interested in cultural experience and natural landscapes

Elderly group : 50-70 years old, traveling for relaxation and enjoyment, recommended by relatives and friends

2. Five types of information flow marketing pages in the tourism industry

1) Route discount type: mainly selling routes and receiving discount information, with a style of hard advertising promotion.

2) Strategy guides : They imitate platform travel notes, teach you the best way to play from the perspective of experienced players, and answer your questions. The marketing page uses soft implantation to achieve a subtle effect.

3) Platform-based content publishing: record travel experiences, reflect authenticity, and impress potential audiences.

4) Hand-drawn travel guide: Create a diary-like feeling in the form of a notebook, insert contact information in the itinerary, and use soft implantation to guide fans to add fans, deepen trust, and promote conversion.

5) Travel route H5: Identify the preferential routes of multiple routes, provide information about strong preferential strength and attractive routes, add dedicated online answers and preferential information, and impress the intended audience again.

The above is the guide for building landing pages for the life service industry - emotional counseling/secondary e-commerce/travel and travel shared with you in this issue, and it is a reference for optimizers to place ads.

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch

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