Marketing Tips: Eight steps to create a landing page with high conversion rates (iii)

Editor's note: 90% of the total network of paid traffic to land to those who design rude, the content is not attractive, poor ability to transform the site or page, this is a huge waste. Bo Public Interactive Deputy general manager Xunlijian (Sina Weibo: @ Highland Flying Bear) contributions, introduced a high conversion ability to create a marketing landing page method. Net sales personnel can be applied to the enterprise Network Marketing in actual combat, resulting in benefits. The paper introduces the system methodology of the marketing landing page with high transformation ability--web farming, which is the most important two steps (information architecture method and content policy), which is the "operation of customer Marketing". This article is the last of the series (3 articles, the first, the second), will be on the marketing landing page UI design, front-end production and operational analysis optimization, combined with our practice to give some suggestions. Welcome to Pat the bricks and discuss. The Fifth Step page design page design has a lot of professional articles very in-depth discussion and imparting skills, this article will not swim. Here, only from the marketing and user experience point of view to make a few suggestions: 1. The whole vision, must conform to the brand VI specification, conforms to the brand the tune; 2. Copy typesetting. As far as possible to avoid a large number of lines of text, appropriate punctuation for the branch display of the phrase, and use bulletpoint (modifier) to guide, and the text is limited to 3~5 line, in order to obtain better readability; 3. Picture used. Need to know picture quality = product quality, more attention to picture content and product and copy relevance. The picture on the marketing landing page is generally divided into three categories: a) declarative picture: Product pictures, brand qualification and brand endorsement pictures, etc., require high-quality, authentic; b convincing Picture: The purpose of using such pictures is to allow users to generate emotional fluctuations, generally perceptual, or with impact, Portrait images are more likely to convey information to the user. But I also see that the institutions, including Suntech, use some pictures of foreigners, and their brand and product characteristics are not consistent; C Decorative Picture: Generally only for decorative purposes, remember absolutely can not be distracting, use the character head carefully! 4. Long-length page layout. Network Marketing trends at home and abroad, and our latest practice has proven that the marketing landing page planning to a longer single page, reading coherence, to facilitate the persuasion and education of visitors, reduce the user's search for key content barriers, reduce the user in the jump after the loss of the possibility of jumping, thereby enhancing the conversion rate. This kind of long page is suitable to use the longitudinal modular layout, that is, the page is composed of one banner module after another. A banner tells a topic, each banner is highly different because of the content of the topic. The advantage of this layout is that the reading experience from the tumbling down is good, more compatible with the vertical slide reading on mobile terminals such as mobile phones, and easy to maintain and modify, and can add or remove or replace a module at any time. The disadvantage is that because of the long page of the visual creative need to use more pictures, so that the page loading speed is slow. can only be guaranteed by a more high-performance network base. 5. Move the end page. If your users have a large percentage (for example 15% toare accustomed to using mobile devices to access your site, you may need to create a page specifically for them, or use a responsive design. If you don't understand the response design, you can look at this encyclopedia. The sixth step page making the front end of the production is also a highly professional job, this article also do not want to swim. Here, also only from the marketing strategy and Operational strategy point of view to make a few suggestions: 1. Cut text VS. Cut picture? From the SEO point of view, the pages of the copy are cut into the search engine can identify the text is necessary. But the page is very long, in our practice, the page height of more than 10000 pixels (that is, more than 10 screen) is very common, the page all cut out the text, and browser compatibility debugging finished, it takes 2-3 days to spend. Sometimes the promotion time is very tight, and whether the page strategy is effective or not, or sometimes in order to carry out a A/b test for an element (such as an offer), requires the fastest speed of the line, we often choose to cut the page directly into a long picture (in order to meet a small number of keyword density necessary for the key content, except Fast online in one day. After all, the Internet, speed is a priority to consider, which also conforms to the "first shot, after the aim" of the Internet spirit. Of course, when the page content and structure is more stable, the page is best to cut out the text. 2. Installation of a variety of opportunity capture tools and Monitoring code common on the page to be implanted opportunity capture tools, including online customer service software, 400 callback, intelligent form, and so on, commonly implanted monitoring code, including Baidu statistics, GA, other free or paid monitoring system. It is necessary to ensure that these features and code installation is correct, and the test is correct, otherwise the former lead to customer churn, the latter led to not get user behavior data, can not further analyze and evaluate the marketing page of the various content, offer and design strategies. Seventh step operation and optimization of the previous "two, set up a digital marketing Funnel" chapter introduces, we need to establish a monitoring, measurable, visual marketing funnel, based on the data in the funnel of real-time monitoring and analysis, to identify marketing bottlenecks and opportunities to measure the value of media channels, in the operational process of continuous optimization. " Presumably everybody has realized or already in practice, the marketing landing page's operation and the traditional official website operation strategy completely different, is the marketing activity as the unit and the rhythm operation. We believe that marketing landing page operation is and promotion, customer service sales inseparable, need an end-to-end system solution, the required team including product management, planning/copywriting, Internet product managers, Sem&seo, Ue/ui, front-end production, data analysis, and even customer service sales and other positions, Work together to complete. Product strategy, Promotion strategy, page strategy and customer service reception strategy in the early implementation of the need for systematic consideration, more important is to follow the "fast line + Flow Test + iterative optimization" 12-word principle, in the operation of data monitoring and analysis, timely insight into problems, rapid adjustment and improvement. Our commonly used data collection and analysis tools include: 1. Web site traffic monitoring tools, such as Baidu statistics, GA; 2. Media performance analysis tools, such as Baidu Phoenix Nest and Baidu Statistics, GA, and other media performance analysis tools; 3. User mouse behavior analysis tools, such as Baidu Statistics and GA in the click of the hot Figure 4. User Eye Movement Analysis tool. This requires specialized equipment and software, the purchase cost is higher, but also can be temporarily rented; 5. A/b Test tool. Develop it yourself, or use Google Website optimizer;6. Call center system. It is used to automatically collect and statistic the related data of telephone incoming and outgoing, and can dock with CRM system. Common analysis methods include: 1. Access analysis. Key indicators for UV, PV, access times, page stay time, bounce rate, etc. 2. Flow quality analysis. The key indicators are cost, presentation, CPC, clicks, CTR, Arrival rate, PV/UV, conversion, conversion rate, etc. 3. Marketing funnel analysis. Pay more attention to average cost, such as CPC, average clue cost, average effective consulting cost, average order cost, and the conversion rate of key links, such as visitor to consultation conversion rate, consultation to clue conversion rate, clue turnover rate, etc. 4. User behavior analysis. Through the analysis of the mouse behavior, observe the user clicks, track and page scrolling, identify the bottleneck on the page and ease of use of obstacles, using eye movement analysis, to verify whether the visual design to achieve the purpose of communication and guidance. More complex usability testing methods, qualitative and quantitative, more in-depth research and analysis of user behavior; 5. A/B testing and multivariable testing. Test the page elements, such as copywriting, pictures, and offer, and find the best solution. Based on the above tools and analysis methods, can be used to guide the following optimization directions: 1. Flow optimization. The SEM strategy and the media launch strategy are validated and optimized; 2. Product Strategy Optimization. Find out the problem of product strategy, adjust the strategy of product positioning, pricing, promotion, etc. 3. Opportunity capture mechanism optimization. Based on the data, the design of the offer strategy and CTA is optimized; 4. Page optimization. From the capture of the real user behavior, the page user journey, content strategy and user experience to examine, found that the problem in a timely manner to adjust and optimize; In the actual work, through the data analysis will be constantly found on the page or on the strategy of the existing problems, solve one, and will find new. Some problems are relatively simple and easy to find the direction of optimization, but for some problems, inexperienced team often do not know how to change, how to optimize. What about this? Generally speaking, any problem is not a local problem, must involve many aspects, need to go back to the source, systematic analysis, the problem to split. Make assumptions about possible causes, set up more data acquisition points, collect data for further analysis, find out the key factors and try to solve them. This is the Mece method in the McKinsey method (see Encyclopedia), you learn no harm. In the practical work, the above optimization direction, unless there is a major deviation, we often take the "fast line + Flow Test + iterative optimization" 12 word principle, the various types of work to encourage "micro-innovation" to ensure speed and efficiency, so that the results in a timely manner, and then summed up and continue to improve. Eighth step to establish a Marketing landing page template and specifications in general, due to the team's energy and funding constraints, marketing landing page creation and optimization priorities first placed in the core focus of the product. When these products of the operation and promotion strategy to achieve a relatively stable stage, it is necessary to sum up the experience, these through the actual test of the page as the basis for the formation of templates, some can be shared modular standardization, such as CTA, offer, brand content, rapid expansion of the result, create more product pages. In addition, it is necessary to establish a series of work standards as soon as possible, including visual design norms, front-end production specifications, data collection and reporting processes and standards, so that the enterprise marketing management more standardized, process and refinement. Above eight steps, just how to create a high conversion ability landing page of Web page farming methodology introduction. But the product is the core, no competitive products, and then beautiful marketing landing page can only guarantee in the current network competition situation to achieve a certain performance improvement, and can not guarantee the continuous improvement of performance. Web farming methodology is an important part of customer marketing thinking, and it is a real and effective guide to the online marketing test of dozens of large and medium-sized enterprises, including IBM, Ping An, Changjiang business school, Tsinghua University, giant School, East Easy Day Sheng and other industries leading brands in the network marketing practice summed up. But in fact, some of the monthly cost in more than a few small enterprises to use this set of customer marketing ideas, but also create a commendable success. Limited to space, this article simply introduces the Web farming methodology--8 step to create a high conversion ability Marketing landing page basic ideas, more details have not been able to launch. If you are interested, you can download a brain map file that I share, the download address is: http://vdisk.weibo.com/s/E5dNV_0hOMR/1376365380. Friendly reminder, brain map is very large, you need at least half an hour to complete reading. Finally, I would like to say that thinking determines the height of your arrival, dry goods to help you quickly set sail! Hope that the ideas and dry goods are good for you.