Advertising high-quality landing page design template

Some time ago, Desert Platinum Camel Milk was doing very well, and advertisements could be seen in almost every media outlet. A friend of mine tried a similar yak milk product, but the results were not satisfactory. He came to me to discuss how to adjust and optimize it.

In addition to the small and scattered account testing budget, it was found that the creative click-through rate was good, but the conversion was not good. After reading the landing page, I was speechless: the main product, yak milk, comes from the original farms on the Qinghai-Tibet Plateau, but a large part of the landing page is made of imitation camel milk, and it tells the story of a beautiful and moving Arguliti. From her clothing and headdress to her image and name, there is no sign of her being a person from the Qinghai-Tibet Plateau.

There is no sense of immersion when looking at the landing page. There is only a series of questions. I can’t convince myself with my landing page, so how can I convince users?

So I wonder if there is a template that can be suitable for newcomers to use. Even if they have not fully mastered it or are not proficient in it, they can still make a good landing page by following the template. Even if it is not the best, at least it will not be too different.

1. Thinking logic of landing page design direction

Without further ado, here are the pictures:

Number Description:

① Without considering the differences between competing products, product features are basically equivalent to selling points;

② User and group characteristics are used to identify targeted delivery plans and creative design tendencies, and to cooperate with landing pages to complete conversions;

③ There is a contrast relationship between the user's demand pain points and the conversion landing points, which can be one-to-one, one-to-many, or many-to-many. The optimizer should divide the blocks clearly to make it clear to the readers and avoid confusion as much as possible. Considering that the length cannot be too long, the key and necessary content should be selected for display, and those that can be included or not should be discarded;

④ When the user (i.e. the product user) and the purchasing decision maker are not the same person, it is more important to consider the needs of the decision maker, and the conversion goal is to persuade the decision maker;

⑤ Layout-The art design work is mainly done by the designer, and the optimizer’s job is to mark the key points and highlights, arrange the order of content placement, and give clear requirements.

2. Case Analysis

Taking into account the differences between decision makers and the actual product users, EF Education was selected as an example for analysis.

Landing page content division and screening process:

Collect and organize information from tables - aim to persuade decision makers, correspond to selling points and conversion points - divide into blocks, list order - customer confirmation - submit art design requirements.

Operation demonstration:

A. Collection and organization of table information

See the table below. The directional creative direction is not discussed here for the time being, and will be discussed separately when there is a chance.

(Click to enlarge the image)

a) Sources of information:

① You can communicate with customers directly and refer to the product details page;

② Search for keywords of the same category or substitutes, check the user search information list and comment feelings, list the points of interest and complaints, and correspond to our pain points and conversion points;

③ Consult colleagues, relatives, friends and other people who have relevant information, brainstorm and expand the amount of information;

④ Imagine yourself as a user, put yourself in the situation, record your thoughts, find out the questions and corresponding solutions, and verify whether you can explain yourself.

b) Landing pages in the same industry can share information by simply adding or subtracting differences based on the client’s products and rearranging the content .

For example, if the customer changes to VIPKID, the table will still apply because they are both in the K12 English education industry.

c) If the product is not a new product and the user group and decision-making group are the same, it can be simplified into the following table.

Among them, bonus items can be placed in different blocks in advance or interspersed when determining the content.

(Click to enlarge the image)

B. Aim to persuade decision makers, corresponding selling points and conversion points

As shown in the following table, the same color represents the same content theme, which can be divided into one module for explanation.

C. Divide blocks and list order:

① Brand credit : brand years, achievement awards, spokesperson image, etc.;

② Cost-effectiveness : including preferential activities (free trial, limited-time quota discount, limited VIP exclusive, exemption, etc.), comparison with the average hourly price in the market, etc.;

③Teaching environment : hardware environment and soft environment, such as offline campus environment and all-English teaching soft environment;

④Course design : including various teaching modes, textbook usage, class schedule, course consultant supervision, review and assessment, etc.;

D. Customer Confirmation:

Send to customer for confirmation and communicate for additional modifications.

E. Submit art design requirements:

a) Conversion needs : form filling

b) Highlights : preferential benefits, free trial, attracting students and parents

c) [First screen] Highlight : EF brand + main selling points (teaching in English + professional foreign teachers + small class teaching)

d) Selling point display module division :

① Free trial listening process;

② Introduction to SMALL STARS courses;

③ Multiple teaching methods;

④ First-class faculty;

⑤ Parents are assured;

⑥ The offline community has a wide coverage area and high selectivity.

(Final landing page display)

The above is what we would like to share with you this time.

Author: Ren Xiaonv

Source: Aichisem