Analysis of 10 high-conversion detail page cases on 3 major traffic platforms!

At present, there are already many articles on the public account about the persuasion logic of advertising details pages. This article wants to deconstruct the core issues that need to be paid attention to on high-conversion details pages from a micro level. I hope you will spend 5 minutes reading it, and by following the steps, you can significantly improve the conversion rate of leads from your advertising.

Any company with an annual advertising budget of more than 20 million and an advertising team of more than 5 people needs to establish its own core advertising logic model and data management optimization SOP. If the current project data is completely dependent on one or two excellent pitchers for support, if these two excellent pitchers leave one day, it will be devastating to the company's development, and the data will continue to fall and recover in a vicious cycle, and the overall development level of the team will stagnate. At the same time, at the conversion level of the detail page that receives traffic, it is still possible to rely on a reasonable mechanism to achieve industrialized production of high-conversion rate pages.

Industrialization means that non-standard products such as detail pages must be standardized as much as possible by defining feature labels and breaking down modules. By analyzing the characteristics and main commonalities of high-conversion detail pages based on the large amount of delivery materials accumulated over a long period of time, improving conversion rates can become methodical. This time, we will first break down the core conversion factors of the details page and propose some scientific optimization insights for each factor . Later, we will have the opportunity to share how to mass-produce details pages with high conversion rates and establish a high-conversion material library for the project itself.

We first standardize a non-standardized details page as much as possible through modular decomposition. As shown in the following figure, a details page should mainly consist of the following parts:

A details page can be simplified as: banner image + main text consisting of multiple single-screen pages + bottom conversion component, plus the overall page layout, design style and color matching .

1. Elements that a high conversion rate banner image needs

1) Product positioning , explain what I do, connect front-end traffic, and do a good job of traffic-external creativity-inner landing page correlation

2) Core advantages , highlight the core selling points. What are my core advantages? → Corresponding to the visitor side, is this page strongly related to my needs? Is it able to meet my needs or solve my core problems?

3) Credibility : Is the information presented on the page credible enough? Ways to build trust include: using authoritative endorsements, herd mentality, positive reviews from netizens, high sales, advanced technology, etc.

4) Auxiliary selling points , multiple dimensions and levels to prove and consolidate the core selling points and advantages of our products or services

Below we will learn from several typical cases the four elements of high conversion rate banner planning skills:

Banner picture example ① : Banner picture of the traffic receiving page of Baidu search brand zone

This is the banner image of Xiaomi’s official website.

Product positioning : Xiaomi 6 mobile phone

Core selling point : dual-camera zoom for more beautiful photos

Auxiliary selling points : Snapdragon 835 processor, 5.15" eye protection screen, four-curved ceramic/glass

You may be curious why there is no part about credentials. This is because Xiaomi mobile phone itself is already a national-level product, and users are very aware of it. Therefore, it is not so important to establish trust by introducing authority.

Banner picture example ② : Banner picture of Taobao through-train traffic receiving page

This is a car emergency starting power product. In addition to the necessary elements such as product positioning, core selling points, and auxiliary selling points, its banner also introduces a certificate of trust, transferring the trust to its own product through authority.

An emergency starting power supply has two core concerns for visitors: Can it function stably in extremely cold outdoor environments? What is the safety performance of the product itself? The "Antarctic" "American Scientific Expedition Team" essential emergency power supply has provided a good endorsement, greatly enhancing the product's credibility, allowing users to build greater trust and confidence in the product, and giving users a reason to continue to learn more.

Banner picture example ③ : Banner picture of the keyword traffic receiving page in the conventional SEM advertising industry

Product positioning : Online tutoring for primary and secondary schools

Auxiliary selling points : 10,000+ teaching and research teams, 18 million+ registered students, students covering 600+ provinces, cities and counties across the country

Trust : Huang Lei, who is an actor, writer, singer, and guest host of If You Are the One, is used as the brand image spokesperson to build users' trust in the product through the star's halo effect.

Banner picture example ④ : Banner picture of the keyword traffic receiving page in the conventional SEM advertising comparison stage

Product positioning : Piano accompaniment & displaying class scenes in the form of pictures, letting users know their business intuitively and doing a good job of correlation with traffic

Core selling point : It takes 2.6 months less time to improve a level than other children

Auxiliary selling points : 3-in-1 piano accompaniment, 6 levels of carefully selected teachers, CCTV preferred brand

Letter of Trust : A total of 698,897 hours of piano accompaniment have been accumulated. By cleverly using numbers to enhance the institution's long history of running schools and high professionalism, it is similar to "Guazi Second-hand Car Direct Sales Network, with sales volume far ahead", "For every 10 range hoods sold in China, 6 are Robam brands! Leading the country in sales for 15 consecutive years", and "Xiangpiaopiao - the pioneer of cup milk tea, has led in sales for six consecutive years. More than 700 million cups are sold a year, which can circle the earth twice if connected together."

Don't think these slogans are tacky. The fact that so many big manufacturers have been using them until they were stopped by the State Administration for Industry and Commerce is enough to prove that they are indeed effective. Some people joked that the actual product sales may have been average before the slogans were released, but after a brainwashing and bombardment of advertisements, the sales may really be far ahead of their peers.

However, what needs to be emphasized here is that when planning advertising creative copy, we do not make serious exaggerations that are divorced from facts. Marketing copy is based on an objective reality and is appropriately rendered based on actual conditions. It aims to express more efficiently and bring users closer to products, rather than exaggerating or arbitrarily creating false illusions of prosperity. Once users feel deceived and the trust system collapses, establishing trust for the second time will be more than 10 times more difficult than the first time.

▶ Summary of key points of high conversion rate banner images:

Product positioning : The details page is responsible for meeting various external demands of high and low intentions and multi-dimensional levels. It is necessary to tell users what the page does within 1 second of users opening the page, and to establish the correlation between user needs-outer creative ideas-inner details page. Users will jump out if the correlation is poor or the connection is not in place.

Core advantage : If you have an advantage or selling point that is far ahead of your competitors in some aspect, you must add it. If not, you can omit this element.

Auxiliary selling points : Auxiliary selling points are to analyze the product from multiple dimensions from the perspective of user needs, extract the most valuable selling points to further consolidate the position of the product or service in the minds of users, dispel users' doubts, and solve users' pain points.

Trust : Except for brands with great appeal and influence, most products or services need to establish a bridge of trust between users and products or services through authority and the herd effect. Without strong trust support, users will most likely be "rejected" in the end, and customers will hesitate to leave clues or pay for orders.

Another extremely important element on the banner is the call to action. Be sure to set up obvious conversion channel buttons (online consultation, registration form, 400 phone number, etc.) on the banner that are easy for visitors to reach. Every screen of the details page and even every small position bears the ultimate goal of converting users. If the conversion can be achieved on the first screen, do not artificially extend the conversion path to pull users to the second or third screen. The longer the conversion path, the more uncertain factors will continue to increase, and the user's intention level will also show a slight attenuation.

When we communicate with designers, there are often some cognitive conflicts. Designers think that the page is too flat and the buttons are too prominent, which affects the aesthetics of the page and the user experience. Regarding this issue, as an advertising optimizer, we should insist on starting from the end and understand the core purpose of advertising, which is: leaving clues → converting into traffic. So how can we balance the conversion rate and user experience?

In fact, we can look at it this way: the copywriting and creative materials produced and planned by optimizers are intended to more efficiently convert users to consume our products, rather than wasting advertising budget to let users consume our creativity and literary talent themselves; a high enough conversion rate means a good details page, a page with good user experience, and use data to achieve a balance.

2. What elements are included in each screen of the details page, and how to plan for a high conversion rate?

The content of each screen in the body of the details page mainly includes:

① Copywriting title

②Subheading

③Text and pictures

④Call to action-CTA conversion button.

The main title is indispensable, and the sub-title is the explanation and description of the main title. For some preparatory content sections, if the intention of the main title has been conveyed quite clearly, the sub-title can be omitted at this time; copywriting with pictures, this is an era of reading pictures, copywriting with pictures is indispensable, it helps to increase the depth of visitor visits and reduce the pressure on visitors to read large amounts of text.

Below we will use actual cases to explain one by one what you need to pay attention to when setting up the copy title-picture-call to action conversion button?

First of all, the title of the copy should follow the classic " pyramid principle " expression.

When we first entered the workplace, we all heard a story about a McKinsey project team holding a project briefing for the client's president. When the meeting was ready, the president suddenly had an urgent matter and needed to leave. So he invited the McKinsey project leader to take the elevator with him and report on the main situation of the project in the elevator. It took a total of dozens of seconds from the elevator to the first floor, so the project leader did not explain the specific situation clearly, which later led to McKinsey losing its cooperative relationship with this client.

Through this old story, I found that each screen of our advertising details page basically fits the scenario of this 30-second story. Most of our current PC or mobile details pages are almost controlled at 5-8 screens, or even 4-5 screens. Because no matter how much you do later, using the website heat map monitoring tool, you will find that after the fifth screen, the user reach rate is less than 25%. If most users have not completed the conversion on the fifth screen, they have most likely been lost.

The total dwell time of an excellent detail page is generally maintained within 3 and a half minutes, which means that the average maximum dwell time on a single screen is 30 seconds. In order to retain visitors within 30 seconds and convey the intention of the copy clearly, we need to change the traditional way of writing copy casually and expressing it in a straightforward manner.

The global bestseller "The Pyramid Principle", which is famous for its efficient expression, aims to suggest that everyone should state your conclusion right away. Therefore, the main title and sub-title of the details page should follow the principle of summary first and then details, summary first and then reasons and then examples to prove the facts . When faced with a title that puts the conclusion first, the human brain will cater to the information at the top of the pyramid and actively look below for evidence to support the conclusion, which is conducive to greatly improving the expression and persuasive effect.

The actual representative cases are as follows:

This is an e-commerce details page that Chen Yong, the author of "Super Conversion Rate", took some time to plan.

The headline directly expresses the conclusion: Most of the flowers sold on the Huadianshijian platform are imported from overseas and are of good quality;

The reason expressed in the sub-title is also the basis for the conclusion of the main title: 81.6% of the flower species in Huadianshi come from the Netherlands, Colombia and other countries (the Netherlands is known as the country of flowers, tulips are the national flower of the Netherlands, and it is rich in various precious flowers), which is enough to illustrate its quality. Finally, the bottom annotation (the annotation is usually attached to the picture or used as part of the sub-title in a smaller font) gives examples to prove that SAKATA is a world-renowned flower breeding company, etc., making the basis for supporting the conclusion more detailed and specific;

This is the expression logic that needs to be followed when writing copy content on each specific screen of a standardized high-conversion rate page. If you don’t want to delve into the pyramid principle and just want to simply understand and apply this expression technique, I recommend you to read "Structural Thinking Power" written by Li Zhongqiu. Structural Thinking Power is a Chinese version of the pyramid principle that is refined by combining the Chinese context and expression. The book is very thin, condenses the essence of the pyramid principle, and is easier to read and practice.

We use the expression logic model in the book Structural Thinking to explain the specific copywriting logic for each screen: first state the thesis (main title) → then state the evidence (sub-title) & then give examples to prove it.

After talking about the main copy, let's talk about the illustrations. Illustrations are by no means just a placeholder, like finding a beautiful model or office computer display on the Internet. Illustrations are a higher level of copywriting to help us complete the work of persuasion. An excellent illustration is a catalyst for textual copywriting and can assist in better expression of the copywriting. In particular, most SEM and information flow ads are virtual services rather than real physical products. Good illustrations can allow users to "see what they get and see is believing", and can more realistically reach users and help users understand and feel our intentions. If users cannot understand and feel the intention of the copywriting, it is a failure. We use two cases to feel the value and significance of the following copywriting illustrations.

Case 1 is as follows : How can pictures help the copy to speak and help the text to express better

This is a page from the "Pain Points" section of a safety engineer exam training project I planned earlier. At that time, we encountered price wars among competitors, who advertised refunds without paying. They were selling recorded courses from last year or even the year before that did not conform to the new changes in the exam syllabus. The course prices were already so low that they could not cover the basic teaching costs of the industry, and they also promised refunds without paying. Many candidates flocked to the courses after hearing about it, which had a significant impact on our back-end transactions.

From the text and pictures in the picture, you will find that each picture is carefully designed and echoes the intention of the text. The text part: arbitrary low prices-→the corresponding picture "bargain price" will make visitors realize that cheap goods are not good; the "cramming" teaching in Picture 2 expresses the words "rote memorization" more vividly. If you are given a propositional essay on thinking and debate about Chinese education, I think many people will use the word "cramming" in their articles. It doesn't matter whether the views on Chinese education are right or wrong. The point is that when people talk about the drawbacks of education or courses, they will think of the three words "cramming". Then the pictures have achieved efficient expression, reaching users and making them understand.

Case 2 is as follows : Illustrations can enhance and shape the value of a product, distinguishing it from other similar products.

We assume that Lao Wang next door and Ergou at the head of the village catch mantis shrimps in the same sea area, and then both companies put them on JD.com for online promotion and sales. Part of the details page of Lao Wang next door's Pipi Shrimp is as follows:

The online details page of Ergou’s house on JD.com is as follows:

If you are a relatively well-off consumer who is not thrifty or has the habit of bargaining, and you are familiar with the market price of mantis shrimps at 50 yuan per catty, while Lao Wang's store sells them at 60 yuan per catty and Ergou's store sells them at 45 yuan, which one would you choose after comparing the two store's detail pages? I believe most people would most likely choose Lao Wang's store to buy them, and when you buy them home and enjoy them with your family, you will involuntarily say: Hey, you know what, these mantis shrimps that cost 60 yuan per catty taste different from ordinary mantis shrimps.

Let’s talk about the finishing touch after completing a series of persuasion actions, that is, how to set the call to action conversion button to achieve a higher conversion rate?

How to get visitors to take immediate action (click to consult, fill out a form, call 400 number)? Here I must introduce to you the next classic theory of consumer behavior: the Fogg model, which was proposed by BJ Fogg, director of the Stanford Persuasive Technology Lab. The Fogg model shows that for a behavior/action to occur, the person taking the action must first have the motivation to perform the behavior and the ability to implement the action. At the same time, when there is a trigger to remind the person to take the action, the behavior/action (clicking the consultation button or filling out a form, etc.) will eventually occur. You can also read the book "Addiction" for more information about this model.

About motivation : Motivation is the most direct reason why users take action when they expect some kind of reward

Regarding ability : the cost that users need to pay to produce behaviors/actions (including time cost, money cost, physical cost, learning-thinking cost, etc.). The simpler, easier, less costly, and risk-free the behavior is, the more willing users are to act.

Trigger: Incentives and deliberate reminders that prompt users to take immediate action

We use the picture above to more vividly understand the Fogg model. In the trigger ineffective zone: the lower the user's motivation and the more difficult it is to take action, the smaller the possibility of taking action.

I randomly clicked on a PC detail page of a SEM ad that was currently running from Baidu search. This is a typical call to action that is in the trigger ineffective zone:

There is a lack of motivation, ability and a triggering call to action. Just looking at the conversion button, you don’t know what you can get for free.

We mentioned above that users ’ expectation of some kind of reward is the direct cause of their actions. Even if there is information on obtaining a quote at the top of the section, when writing the conversion button copy, it is recommended to write what users can get after clicking the button , which can increase their motivation for action to a greater extent. The deeper problem with this case diagram is that this form setting seriously reduces the user’s ability to act. It is much more difficult to get users to fill in their real names than to obtain their mobile phone numbers.

In addition, many real estate names are actually very difficult to input, such as "Chanba" and "Thanshi Canal Dongtang", etc. These are two real estate names I saw when I randomly opened Anjuke. You can use the mobile phone input method to experience inputting these two real estates and see how many people will give up filling out this form. The dark gray buttons presented in the entire page are almost ignored by users during the browsing process and cannot trigger the function. Even if we have a lot of customers, it is not advisable to use the fill-in form in the picture to filter out some low-intent users by adding form options.

Then we will use a positive case to deepen everyone's understanding and application of the Fogg model:

Motivation : Why should users take action (click to consult)? Because they can get some kind of reward by consulting, that is, knowing the campus closest to their home. Therefore, the copy on the button must reflect the sense of gain after the user takes action (clicks the button). For example, clicking to receive a free trial package worth 1,000 yuan, and the first five people in the message area will receive one of the books recommended in the article. These are essentially increasing the motivation for users to take action (leave a message in the message area). It is much better than simply clicking to view or click to consult. The accumulation of many micro-low conversion rates ultimately leads to the low conversion rate of our overall page.

Ability : When we read on a computer, our cursor is often always at the lower right position of the current page. On a mobile phone, the finger will be at the lower right position of the current screen. Therefore, our call to action conversion button is also set at the lower right position of the current browsing page, which is the easiest place for users to reach, increasing the user's ability to take action.

Trigger : Generally, we recommend that the color of the conversion button must have a clear contrast with the theme color of the page, always reminding users to immediately establish a relationship with us (click to consult or fill out a form) when they have needs and intentions, and the button must be large and prominent enough.

When I was explaining page optimization iteration to our intern, she said puzzledly: There is a conversion button on the sidebar of the page, and the button is easy to click if it is placed in the center or on the left. But I want to say that many times when our page conversion rate is improved to a certain level, the page conversion rate has not changed much even after it has been iterated. This is because we have not really thought from the user's perspective in the browsing environment at the time. There is a button for clicking to consult on every screen on the page, but the user does not know why he or she must consult. In addition, there is not enough trigger, and the user often only focuses on the text itself and then leaves after reading. When you maximize every micro-level setting, every 0.5% conversion rate increase will accumulate and when you look at the data over a longer period of time, the data will undergo a qualitative change.

Let’s look at the Fogg model curve chart above again and give another example to deepen our understanding of this concept. Even if our details page does not provide users with enough capabilities in the Fogg model, if the user’s motivation is high enough, it is still in the triggering effective zone and will eventually lead to action.

Here is another case diagram:

This is a partial screenshot of a website that a friend of mine (no "friend made out of nothing" really) browsed in his spare time. You will find that this website is full of advertisements and various flashing pop-ups. It is extremely difficult to click to play videos. The website design seriously reduces the user's ability to act, but because the user's motivation is high enough, it can still support the user to complete the action again and again (click to play the video). In addition, data from Doubleclick, an advertiser under Google, shows that under the premise of 4.4 billion global visits per month to such websites, the average stay time is more than 14 minutes, and the average number of clicks to play is more than 8 times.

Summary: To make the call to action-conversion button more effective, it is necessary to put users in the effective triggering zone, increase users' motivation for action, enhance users' ability to act, and constantly remind users to take timely action through triggering.

When you have scientifically completed the design of banner image copy, the scientific setting of the main title copy, sub-title copy, copy illustration, and call-to-action conversion button on each screen, and continuously iterate and test in this direction to seek the optimal conversion rate data, you have completed 70% of the distance to a high-conversion rate details page. Finally, let’s talk about the remaining 30% of room for improvement in conversion rate: that is the overall typesetting and layout of the page, theme color and style .

When the text and pictures in your main body are already very persuasive, you need to conduct A/B testing on the color and form of the page's banner image, the page's theme color, and the layout of individual sections. During the test, make sure that the original text content itself does not change. You will find that because you have revised a banner image, changed a theme color, and repositioned a block of text, the overall page conversion rate has changed significantly.

This is a previous information flow advertising page of Yirendai for small loans in second-tier cities (shared by Liu Jin, a designer who understands data growth, and recommends reading her "Breaking the Cocoon into a Butterfly"). The first revision kept the banner image unchanged, kept the copy layout of the second screen, and redesigned the new icon and layout, which increased the conversion rate of the overall page by 30.43%; the second and third iterations changed the loan amount picture of the header, the more vivid icon design of the auxiliary selling point part, and the page theme color, and the conversion rate increased by 8% and 4% respectively...

Looking back, you will find that the steps shared in this article are as follows: how to scientifically plan the banner image copy of the details page, the specific title, subtitle, copy illustration, and call-to-action conversion button settings within a single screen. When the persuasiveness and conversion channels at the copy level are sorted out and the conversion rate reaches a relatively high level, ensure that the existing copy content remains unchanged to iterate the page's theme style, small icons, and layout to further improve the overall page conversion rate. It is also recommended that you follow these steps in the actual planning details page, and the results will be more effective and controllable.

In the test, you will find that the conversion rate of the same banner image in first-tier cities is very different from that in second-tier cities. The header image that we feel is very low-end and has a rough layout has extremely good conversion rate data in second-tier cities. Considering that the article is too long, I will not continue to share it. You can iterate several versions of the current details page according to the method described in the article, and then go back and analyze the logic and application skills behind the principles mentioned in the article.

This article aims to standardize a non-standardized details page as much as possible, so that the optimization conversion rate can be done in a systematic and regulated manner. I believe that by constantly summarizing the rules and following the instructions, you can quickly master the planning essentials of the details page. Thank you for taking the time to read!

Author: Demi

Source: Aichisem