Tips for planning landing pages for information flow ads!

Landing page planning has always been a headache for optimizers, and it particularly tests our understanding of user needs.

It is said that the landing page can make or break your business. Most of the reasons for no conversion, high cost of conversation, etc. are caused by the landing page.

As an optimizer, why do other people’s landing pages convert so well, while mine does so poorly?

So, today we will focus on how to double your conversions through landing pages.

The article is mainly divided into three parts:

In the first part, we will focus on the characteristics of high-converting pages;

The second part will take you through the factors of high conversion pages;

The third part describes in detail the logic of high conversion pages.

High conversion page features

1. Who am I? - Understand in seconds

Our first goal is to let visitors know about our brand or special products and leave a deep impression on them.

First of all, we need to make one thing clear; users click on your page because your creativity attracts them, and they will click in to understand your content. However, if the content of your page is disorganized after clicking in,

This confuses users from the very beginning, so will the conversion rate be high? It’s difficult to achieve a high conversion rate if you don’t attract the right people.

So letting visitors know about our brand or products is our first goal.

2. What I have done - Second Letter

When customers learn about our brand or products, the next step is to let them deepen their trust in our products. So how do we gain the trust of visitors? That is to address visitor needs.

First, you need to collect visitors' pain points, such as prices, discounts, activities, gifts, etc. Once we understand the pain points of visitors, we should work hard to solve their needs in order to gain their trust.

3. What benefits can I give you? - Second kill

Creativity attracts customers to click in, so there must be corresponding space on our page to carry them. When visitors know what we do and when they want to know about us, what they need most is to know what you can give to visitors and what benefits they can get.

So what if users don’t believe it? At this time, we need to bring out our actual cases to dispel customers' doubts and deepen their trust in us.

Then strike while the iron is hot and obtain the visitor's contact information through the form, which is not limited to phone, QQ, WeChat, etc., and sell the product through follow-up.

High conversion page factors

1. First screen - brand + selling point

The first screen should showcase your brand and selling points through a professional and attractive combination of pictures and texts. Pictures should be large full-width pictures, and the higher the clarity, the better.

What needs to be noted here is that there should not be too many or too diverse buying points. About three or five buying points will be enough. Secondly, it must be professional, otherwise users will not be interested in reading on.

2. Central: Activities + Demand

In the middle of the page, the most attractive activities of the merchant should be displayed, continuing the creative copy of the previous link, and displaying the gift copy through conversion components, or through the most urgent needs of the target group, targeting pain points and reflecting the ability to solve user needs.

What needs to be noted here is that you must solve the customer’s pain points, meet their needs, and make them believe in your ability to solve their needs.

3. Bottom - Certification + Details

01. Certification: Some industries require the customer’s ability certification information and qualification certification information as endorsement to make customers believe in the customer service strength.

For example, clients in the education industry need to display teacher certification information as much as possible, and clients in the franchise industry need to display the industry brand image.

Details: Display detailed information about the merchant’s products, such as teaching effectiveness cases, teaching staff, course conditions, etc. in the education industry.

High conversion page logic

1. Home page: product and service content is visible at a glance, the content is not cluttered, and there are 3-5 simple selling points at the bottom

2. Simple forms: Get information roughly and grab potential customers

3. Stimulate pain points: Why do people buy your product? Common problems

4. Case study: The benefits of using the product by others

5. Product introduction: What are the benefits and discounts?

6. Pain point issues: What problems need to be solved and what support can be provided

7. Successful cases: transaction cases, real scenarios

8. Multiple forms: You can see that these are basically very interested customers, and you can get more information

9. Company qualifications: company name, address, etc.

Author: Pei Jia

Source: Houchang College