Analysis of Target landing page of small and medium white visitors in bid promotion

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Through the company website "BB Frost" related to the long tail keyword in the auction data analysis, found through the search engine access to users, many visitors are not in order to directly buy "BB Frost", search rankings are generally a wide range of words, or interrogative words, ranking in front of the keyword display, specific to the brand keyword few.

It can be said that from the search engine over this type of consumer network shopping target is not strong, the vast majority of the "small white user." For competitive promotion, the return on direct investment of such visitors is very low. But for this kind of have purchase demand, but lack of purchase desire of the user, we still cannot give up, after all, the actual consumption of this kind of keyword bidding is very low, second small white user if do well, it is easy to become a loyal consumer group of the website. Independent cosmetics site compared to Taobao this category, for small white users generally have the following characteristics:

1. Do not understand this website and enterprise brand, no trust degree.

2. It is necessary to popularize knowledge about the effect of goods and the use of common sense problems.

3. For new customers, the more desire to understand the price of services, processes, payment methods.

4. For visitors with purchase needs, it is easier to be attracted by preferential promotional activities, will be again visited because of the promotion of this site;

In view of this phenomenon, our landing page design, we should consider addressing these requirements. Hexin that the landing page can be designed to focus on two points: one is the website brand packaging, the second is knowledge content marketing.

The first marketing Focus: Brand packaging

In order to eliminate the visitor to the website mistrust, does not understand. Bidding landing page In addition to the necessary products, should focus on the website of the brand packaging. For example, user search "oil control bb Cream", the page in addition to put products, you can carry out the brand to strengthen publicity.

such as strengthening the "Jingxi Rouge shop" brand awareness. In this way, although the visitor purchase target line is not strong, but can at least enhance the brand image of the site. In the page design to increase such as "micro-letter public Number", collection, as well as regular promotional information, you can better create opportunities to increase the return of such visitors to the rate, and finally achieve our marketing transformation. This requires the design department to cooperate well.

The second marketing Focus: content Marketing

For content marketing, mainly for the super small white, such as search "BB cream How to use" "BB frost What effect" and other users. For these search users, we can have the bidding landing page set to the Knowledge topic page, or a content single page. The key point here is to do marketing for keywords. What to give you, the page suggested that there must be an online consultation window. Content Knowledge page to do a good product embedded marketing.

The above content is for the search engine's auction account, and for such as Taobao and Etao this consumption is very strong visitors, we put the keyword should not appear in doubt, consumers to Taobao search is very strong target, this time on the proposal to do a single product or category page, marketing transformation is very high.

To the user as the core, do a good job. The article writes to finally, thanked the cosmetics website The Jingxi Rouge shop http://www.yanzhipu.com operation Director Qi General to give and the letter trust and the help. This article A5 the first, welcome reprint exchange.

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