Search landing page optimization tips and insights

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Landing page is what we often say the target site or destination URL, many times is the user to visit the site when the first page, this page is not necessarily the homepage, it may be product detail page, promotional page or feature page. And for the search landing page to limit the user capture to the search engine, the user is through the keyword access, this kind of visitors already belong to more accurate potential customers. These potential customers search the search engine for the specific keywords you've set, read the ideas or descriptions you've written, get to know your products or services, and then go into your site and expect to get further information.

So how do you bring in the flow of incoming traffic? How to improve the website transformation? How to make the customer's relationship with you stable through landing page? The site behavior includes capture, transformation, and maintenance of three links. With the capture, the next step is to consider the transformation factor, and the landing page is good or bad determines the success of the transformation of the important factors. Sweet Potato Blog Specific share some landing page optimization experience:

1, cognitive process: concise, concrete and focused

Usually, how do you make a stranger? Introduce yourself? No matter what, the first impression is important, although it is a process of probably understanding each other. You will be your household registration, hobbies, professional and other general information to share with each other, let the other party have a preliminary understanding. But obviously, the instant you provide a lot of information, told a lot of personal experience, but the other side will only have a basic position for you, the approximate impression that you are easy to approach, or ready to help others, or build a very cow, have the ability to wait, he probably can't remember the specific things you say or experience.

Similarly, the user's first visit to the site is the same, you will only have a subjective feeling in his heart. So, you need to be very simple, clear, and focused on telling the user the core content. For example, you are selling what products, your qualifications are formal, you have strong technical and so on specific impressions. This we can refer to large-scale E-commerce site to learn from, such as Jingdong Mall page, Taobao content page. Here, we give a familiar example, Apple website, IPAD2 display page core theme:

(From: Apple website screenshot of the ipad page)

Very concise and powerful to illustrate the ipad's value proposition, that is, "innovation can see", this is the user experience, is the advanced technology applications, and the following text is specific instructions, but also the user's most concerned about several functional points, the use of phrases, users can clearly see the product's core technical advantages or selling points. Looking at the entire Display page, you can also find the following features: matching high-definition large image, overall page color concise, small phrase + descriptive article combination. Focused, structured, and a video demo with a technology content. The whole user cognition process, the focus is prominent, hold the user eyeball.

2, trust process: Formal, authoritative, safe

After the user has the basic cognition, is obtains the trust stage. Trust is the guarantee and foundation of trading. Landing page optimization can be reflected in the following: (1), the best name of the company; (2), the website navigation is clear, the directory hierarchy structure is reasonable, (3), the page content may place the qualification attestation or the Service pledge guarantee suitably, this point can be seen frequently on Taobao, (4), the page can place the customer appraisal or the recommendation suitably; (5 , the site page at the bottom of the small qualification picture or ICP record number, (6), to declare payment security. These are relatively easy to understand, as illustrated in the accompanying drawings:

A, an old age Taobao store after-sales service guarantee:

B, website bottom qualification tag:

3, Influence: stimulate desire, arouse emotion, sell value proposition.

What is the deciding factor for a user's final purchase? Not your product, not your selling point, but the user's own inner desires. Even a lot of times, users do not know what they need or do not have to buy the demand, but occasionally stroll Taobao or jingdong, unexpectedly can buy a lot of things, buy back also found that the original temporarily still not use, then the user is how to buy? Maybe he saw the discount information, or saw other people's crazy snapping, driven by In short, his desire to buy was stimulated. So we have to catch the potential user's heart fragile place, stimulate his purchase. Instead of selling products, you sell value propositions. For a lot of people who are always holding on to the latest iphone, the company has made up its mind to look at the following exciting words:

(The company name in the figure has been obfuscated)

So, find the right selling point, what is your product value proposition?

4, note: Details can also determine success or failure

A, the layout of the page structure is reasonable and clear, this can refer to Lenovo, Huawei, Jing Dong and other shopping mall website to see

B, the core content is not only clear, but more importantly, these content is the user really at this moment is the product or service needs.

C, reasonable add contact or consultation box, 400 telephone or QQ consultation box, TQ pop-up box, or Baidu Business Bridge, should be placed in a conspicuous position, but can not disturb the user's interface cognitive behavior.

D, station SEO optimization and user experience angle, content page can be appropriate additive some internal links, picture Alt attribute add etc.

E, I have shared a book in my blog, called "Landing_page_ Optimization Authority Guide" and provide download, which contains some very worthwhile to think of the sentence, the sweet potato collation as follows:

"Lack of attention and imagination is the only obstacle to creating a more compelling landing page."

In fact, site visitors are the real experts evaluating landing page design.

Online sales Three behaviors: capture, transform, and maintain.

The most effective way for visitors to act is to arouse their fundamental emotional motivations.

We cannot expect people to take action unless we first guarantee their safety.

A sense of belonging and identity is a powerful motivator for motivating people.

Your site and landing page conversion rates have been overlooked for too long--a lot of money.

Will your turnover be cut by half if you delete the questionable content from the site?

Does the content create meaningful deals or deepen your relationship with your visitors?

What information consumes is obvious: it consumes the receiver's attention. As a result, a lot of information makes the receiver less attentive, so there is a need to allocate a limited amount of attention between the sources of excess information that may be distracting. ”

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