Case study: Site advertising map elements and click-through

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

At about this time last year, I wrote about 3 hours to deal with a job advertised by an advertising company.

Citing data does not know confidentiality, so it took a year to get out.

http://x.paidai.com/view/12582

Related Data Download address

Before reading the article, it is best to look at the data. Otherwise there is no data contrast to form the concept. It's sloppy writing.

The data cited for the August 10 data Taobao, and now may be a discrepancy. But it can still be used as a reference. The contents are as follows:

　　

Several factors that influence the click-through data are summarized.

The individual sums it up as a theme, composition, driving 3 main factors. Each of the main causes contains several elements. The good and the bad after each element expresses, will pull/push other factor effect high and low. It can be imagined as a polygon stereo model, with each plane vertex corresponding to an element, The effect of the element is the length of the vertex to the axis. The resulting prism volume is the click rate. It's a bit of a detour, but if you think about it, it helps to understand my opinion.

As far as the current case is concerned, if one of the factors can be played to the extreme, the other elements need not be too high standard, basically can achieve a better value, and in the current situation, because of the high cost of single input, resulting in the use of a single factor to maximize the risk of pulling click rate So it is usually combined with other factors.

Each user produces a click, is a "receive information-> generate demand-> drive-> Click" a process.

The main requirements of receiving information is the composition of the picture, the art part. Of course, picture size and page position distribution is the main reason, but it is not related to the content of this article, this part is detailed.

The need arises in relation to the subject, content, and copywriting.

The drive point stems from whether the requirements generated in the previous step can be answered.

If the process can hold the user, a click is generated.

In the process of receiving information (art), mainly for the next generation of demand services, the theme can be clearly passed to the user. It is the main task of the process to make the user quickly informed.

In the process of demand generation (subject), is still for the next drive to do the service, the main task is how to let users generate demand, or stimulate customer demand, causing him to pay more attention.

The drive process is a key process, need to follow the content of the topic to be driven by user demand, there are two ways, one is to allow customers to think in response to demand, one is to make customer demand is not answered. Two kinds of network information for the former is a bulletin, the latter is the title party.

　　

Internal-driven clicks:

Get good news, their own demand for it. Want to have a better understanding of the situation. Produce clicks.

The former corresponding to the theme of the goal is clear, is the internal driving mode, such a higher rate of flow conversion,

　　

The latter is largely the result of curiosity.

Click for an external driver. The rate of clicks is even greater.

How do you choose a good drive at this stage?

Based on the subject matter to judge, standing in the consumer's perspective, if it is very advantageous to use external drivers.

If the consumer is less profitable, try to make it curious but not respond, externally driving its clicks.

The case section below, for each element of the application of the presentation commentary, does not represent the overall effect of the advertising map.

The comparison data of the advertisement chart are accurate to the sample object as the sampling unit,

So it's right to click on the same position for different categories of values.

In the art section, the first requirement is more impact, eye-catching, in each screen content users less than 3 seconds browsing time, to gather the user eye focus on the diagram, ask for the next step to be clear. unaffected. and the characters (vision, cartoon characters, gestures, divergent light, etc.) can effectively gather the viewer's view , in the production process, as far as possible to consider the inclusion of such elements.

Case: Ctr 1.2% click on average 0.65%

　　

The left macho is vigorous, the mouth type is wretched, because this position size is big enough, the viewer is face-to-face with the advertiser, the human subconscious will look for the focal point, the face will be looked at each other's eyes. The macho guy is in the whole page element, and then focuses on the theme. Believe that most people come to this first, and then continue to read the product.

CTR 5.1% Click Mean 2.07%

　　

Discard other elements of the conversion rate of outstanding cases, because itself Etam already well-known brands, it is best to reduce other external driving elements, try to use their own appeal to pull click.

Case: Cosmetics Click Average 0.52%, Case 0.18%

All case topics are expressed, but the visibility is different. The composition does not stand firm. Visual bias to the empty right. #p # subtitle #e#

　　

The composition, the style, the picture is very like the television advertisement, viewers in daily life has been such a picture of fatigue, consumers like to chew the general content of television ads, the brain will automatically focus on the distraction to other places, will be the usual way to browse one-way ads skip. This diagram is skipped because some traffic does not receive the subject information.

In the process of demand generation, through themes and images, copywriting is communicated to the viewer. Mainly through the sales strategy to use viewers to produce a variety of needs. Make sure the next step is to find a point.

Average 0.52%, Case 0.88%

　　

1 Use of hot people/events to arouse visitors to understand the NIU flagship store needs.

2. Use the promotion to enhance the visitor to the low price cosmetics and the free trial gift package demand.

　　

Average 0.9%, Case 1%

Use the theme "Swimsuit change fashion" to give consumers a sense of curiosity about the subject. "I want to know how bathing suits are going to be fashionable" and "what kind of swimsuit can achieve fashion effects" needs.

　　

Click on average 0.65%, case 0.81%

Copy, art transfer thinking. (Beautiful, elegant cleanser ...)

Viewers produce "I need Beautiful (copywriting), high quality (art expression) skincare products (subject expression)".

If this section is excellent, it will also cause unwanted viewers to "I want to know this beautiful story ..."

　　

The case, not much to say. It is easy to imagine the quality of their products and service is poor. Click on the mean value 0.65%.

In the Drive-click section, the main area is the sales strategy and copywriting to guide the user's needs.

(in addition, there are other subtle factors, such as selling, promotion, etc.). The effect of the above requirements is also affected by such additional factors.

The two drive modes are as follows, so it is difficult to express clearly at the same time:

Response requirements-Internal drive excellent case:

　　

Average 0.52%, Case 1.05%

"9.9 seconds to kill,. Miss once, wait another year." The picture clearly expresses the customer demand "the low price", may obtain satisfies. He has a clear idea of what this click can do for it. Through the viewer inside the desire to stimulate their own clicks.

Bad case:

　　

Responded to the user does not think is "good profit" information-"full xxxx reduction, XXXXX", users think "need to buy how many how much to discount, I do not necessarily buy 300".

The viewer's understanding of how to make a special offer in the year is not an ideal response. Causing viewers to lose interest in clicking.

This part, if it is not in the consumer's sense of its good, and its real can have the proceeds as a driver, rather than write or change the way of expression. (Special year, 300 yuan to receive free of charge, limited to grab the end). The discount volume is set to 300 and full 600 is available. The cunning argument in the pursuit of the click-through part is very necessary. And users can accept that.

Basically, a lot of advertising "full on the" condition is not high in the consumer's point of view. Only one of the highest-rate ads in the ad is alive. Similar to the joint promotional activities, the image does not express the specific brand, consumers feel the choice of a larger space.

Basically, this kind of pit dad is full of promotional topics, you can refer to data, all hang up. The consumer is not a fool, he thinks like you.

. Advertising hits the high in only one survives. Similar to the joint promotional activities, the image does not express the specific brand, consumers feel the choice of a larger space. #p # subtitle #e#

　　

To make such promotional points, if the promotional program has a target customer (you) feel that the program does not really benefit, then basically most people are this feeling. I prefer a veto, some people think pit dad, that is pit dad. Don't give too much face to planning.

External Drive Excellent case:

This class is mainly for visitors curiosity, in the picture does not respond to demand, let it produce "I want to know, I clicked I can know."

Excellent case:

How to "fashion every day", "Seconds To Kill Love".

　　

Overall direction:

Design composition to attract visual focus, improve exposure,

The theme layout should be obvious and clear. Deliver information in the shortest possible time,

Image gives full goodwill, extended reading time and interest,

The advantages of external factors are actively involved (events, hotspots), raising the interest of most people.

Promotions from the customer point of view.

Copy and topic as often as possible (festivals, quarterly) should be (hot events, social focus) stimulate curiosity.

Proper introduction of credibility, such as "reputation, sales,"

Do not do the best, only choose the most advantageous.

Case study:

Explosion case: first. Click on average 0.52%, case 1.16%

　　

This advertising map has advantages and disadvantages in two aspects, mainly to see what the purpose of the merchant.

Advertising theme, the launch time for August 8, for the Tanabata 2nd, the introduction of this theme ads with social hotspots, can effectively improve the click rate.

There are no products, promotions, prices and other common psychological fatigue elements, so that the title gimmick more prominent, viewers psychological questions can not be answered from the image, raised a higher curiosity to create a higher click.

For the purpose of sales:

But the click-through rate is not higher, because it is cosmetic advertising, the above loss of cosmetics related information, will result in some target people do not have the means to receive the target information, resulting in a decline in flow quality. Some customers who are interested in cosmetics may mistakenly read other ads and skip traffic.

For the purpose of brand awareness:

Home Focus map itself is a hard wide, if only to flush sales, hard wide is not the best, shame to spend for the new brand, Taobao station visibility is very low, this chart effectively increased the click-through, so that more people know that the brand is ashamed to spend, is professional to do essential oil, the impression of value, in this respect has been very good results.

　　

This figure, the theme also uses the hot topic, and through concise typesetting to highlight it, while adding promotions, products, and rendering the time limit conditions in the customer's thinking in the reduction of the product demand cycle, driven by the demand for customers to produce clicks.

Compared with the above figure, the individual feel better than the overall effect of the picture.

　　

Use promotional + celebrity for promotional theme, pull customer Click Factor mainly for, celebrity photos and "NIU official flagship store" full 10 percent, free to send. The discount directly with free content directly pulled up the click rate.

Promotional lack of background support, to join the "opening", "Summer", the customer psychological trust may be promoted. Without background promotions can also cause customers to question the product price system, causing customers to have doubts about the normal price.

First of all, the content is not how to organize, very confusing. Welcome to discuss it together.

If you are interested, next time, talk about the visitor's thinking action response and how to crawl the intercept.