How to improve the conversion rate of digital marketing? Learn these classic principles and cases

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These classic principles in advertising promotion, in today's network marketing and digital marketing, and not outdated, but continue to play a role in the promotion of network brands to improve the flow and transformation. Do not know how to marketing in your website, improve the conversion rate of advertising? Learn these principles, and Linkedin and Facebook are benefiting from it.

Although digital marketing is a new industry, many of these marketing theories have existed for more than more than 90 years, and today they can be used by many network brands to become sales drivers. In the 1923, Claude C Hopkins (Claude Hopkins) wrote the book "Scientific Advertising", which is regarded as the classic of the advertising industry. Hopkins pioneered the segmentation of ads and provides a set of principles that apply to today's digital marketing to improve traffic and transformation. David Ogilvy commented: "If you haven't read this book more than 7 times, no one should be involved in the advertising industry." Hopkins is an advocate of quantifying and evaluating advertising output. He even pioneered the use of different "response codes" in email subscription coupons to test the impact of different factors on advertising. This means he can know which ads bring the best sales results. Because working in the newspaper advertising department, Hopkins's income is related to the output of its advertising location, so he ensures that every word, image, and space can deliver value.

Mail Order advert showing response code:

Although this part was first published 90 ago, these principles and cases are still of great value to today's brands:

1, make it personalized

Hopkins found that users receive a free gift without a special incentive. This is so commonplace in many cases that it is often overlooked. Instead, he suggested that people would be more interested in sending a letter telling someone they could redeem a book with a name on its home page. As a result, almost everyone who received the letter wrote back, informing them of their personal information. When people know that something belongs to them, such as having his name on something, he will get it back. Apple has used this way, in the checkout link to provide users with personalized product selection. By displaying a customized preview of the product you are buying, you can see your name on it and feel a sense of ownership of the product.

This simple technique will make you more interested in completing this order because your personalized product is waiting for you. LinkedIn uses the same technique to encourage people to switch jobs, and LinkedIn links you to your new job by displaying personal information about your new role. You can see your role and make you want to apply for the job more.

Facebook is doing well in this area. Give the user a sense of participation by displaying the personal avatar and the blank comment box in the comment stream. This is a step away from actually participating in the review.

2, limit the provision

The biggest challenge is transforming the user's potential status into a real purchase. Hopkins points out that the common problem is that users are easily distracted and they compare with other products. Adding restrictions, such as time limits, motivates users to act on their own without thinking, because they fear losing a daily group is the truth, through the provision of time-limited buy, and display sold out products, the user's purchase has a great driving force. Once panic is created, the user's instinct is to buy it before comparing it.

Hopkins further, pointing out that by presenting users ' hesitation losses, they will be quicker to do so. The energy comparison website warns that future price increases encourage users to convert now.

These sites are not yet available to provide the cost of conversion. But it also helps people make changes. For example, the following diagram shows how price comparison sites can show costs to users:

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3, image

In the mail marketing, the location is cost, so each picture should be worth it. Adding pictures will increase the cost of advertising, and you need to make sure you have enough in return. Mead cycle has been obsessed with testing its pictures and plate, even if the costs are high.

Like Mead, Autoglass tested hundreds of images on the global home page to make sure that the version it offers was the most appealing for every visitor. Although there is a cost to providing images on a Web site, there may be a completely different transformation. In the selection of images, each image should have its own unique value.

4. Unique Proposition

Everyone can promote the cheapest or most convenient use, the world's best or the lowest price of such words. Hopkins cited an example of a company claiming that "our net profit is only 3%" and that such low margins make it more natural for customers to bargain. The low price of the image arises spontaneously, like Gocompare and Moneysupermarket have very specific ideas.

Confused.com gives detailed savings on car and housing insurance. By providing savings in value and comparing the number of suppliers, users will believe this data and generate trust in the site. Hopkins also cited an example of the Razor maker, which, unlike the quick shave, advertised a 78-second shave. It has enough data and testing to support it, and people rely on it, and sales are climbing. By calculating the time people engage in an activity, and by giving specific data, you will improve your credibility. Moneysupermarket proposed 5 minutes to complete the quota of advertising, than in a few minutes to deal with such advertising words more lethal.

5. Title

Headlines are often overlooked, but with good can bring rich returns, the media like the title party. In newspaper news and advertisements, the title is the only opportunity for users to focus on. The aim is to stimulate the interest of the user. Clear, unrelated headlines can attract a lot of people's attention, but they may not be interested in your product. People's time was tight, and even in the 1920 's, Hopkins noticed that people would skip 75% of what they paid for. He therefore concludes that the title must focus on the value that the user receives.

Hopkins the example of selling soap: "Keep clean" attracts some audiences, but there is nothing special about it. "No animal fat" is attractive to a small number of people "elegant" may be interesting, but can not bring potential buyers. Good headlines should focus on "beauty" and "looks", people want these things. The homepage of Visual Website Optimizer focuses on the value to the user, very simple and effective slogan as shown in the following figure:

E.ON also has a carefully set slogan that can both spark interest and convey value:

The title was very successful, and this activity brought 300,000 users to register and more than 100,000 users to fill out questionnaires. The title test is very simple to deploy and can bring a high conversion rate. Focusing on the core benefits that users and products offer, you can win the idea of the target market and persuade them to stay on your site.

6. Commitment

Many people will be skeptical about the value of promises, and many sites have provided relevant banter, but with good, they don't see the difference. Hopkins mentioned these issues, and he found that when it comes to advertising a product, if the promise is made by local retailers rather than the manufacturer itself, it will attract more people to buy. Retailers like Schuh allow users to return online, giving users confidence. For retailers with online stores, making this process clear and offering free returns can win more trust from users. ASOS offers a variety of return options to give users more confidence in shopping.

Go further than the rest of the retailer and you can win the promise effect. For example, Lovehoney provides 365 days, no conditional return policy, even if the goods are used. By being further than usual, they stand out and build up the confidence and loyalty of the users.

Hopkins mentions that the most effective commitment is to provide products free of charge, such as a trial 30 days, if you want to pay more money. This is certainly a big boost for software sales, such as Spotify and Visual Website optimizer offering a 30-day free trial, with no cost to users.

You can also strengthen this by not using the user's credit card information, so there is no risk to the user, because the threshold for conversion is reduced. Loose return terms Show your confidence in products and services and give users the reason to buy your products.

7, Welcome to compare

Many Web sites now challenge how to make better products or services known to others. Hopkins warns people to avoid selfish appeals when compared to other products. On the contrary, by playing "Try our competitors" under the banner of showing their fear of competition posture, the effect is better. Sonos has run such an activity:

When promoting its products, provide users with Google to look at the options, of course, users may not go to search, but it does lead to positive feedback

Conclusion: Over the past 90 years, Hopkins's theory has been validated over and over again, bringing many benefits to the people who use it. Remember Hopkins words make every image, every word and function worthwhile, and quantify all work.