Because of the content of the previous article (talking about single-page sales on the Internet in China), many friends sent emails to communicate. The general feeling is that there is currently too little information on single-page sales in China. I summarized some single-page internal designs of successful single-pages (super high sales) at home and abroad:
1. Overall principle - sales-oriented
The key point of single-page sales is not "single page" but "sales". When we design and produce single pages, we should adhere to the principle of serving the purpose of sales and should not blindly emphasize technical components and personal perceptions. Sales single pages are not just web posters and promotional pages that follow the trend, but are a magic weapon to promote product sales. In the process of producing a single page, the enterprise company should let the sales department plan and the technical department implement it.
The single page is not designed to be simple, but to grab the customer's attention straight to the point, without using unnecessary links to distract the customer's attention. It does not allow or give potential customers any chance to think about other things. It only requires a high level of attention and ownership of the product itself. desire.
2. Design principles – reverse thinking
The core concept of single-page sales: understand and analyze what potential customers are thinking, and guide them to consume step by step.
Look at the single page from the perspective of yourself as a potential consumer. What kind of single page do you see that will make you want to buy? If you just "single page" the description of a traditional website, it will be difficult to arouse consumers' impulse. It’s not really a single page either. The description and page production of single-page text depend on accurate analysis of target customers:
For example, for adult products, the colors on single pages are usually light pink, purple, and crimson, which can stimulate consumers' sexual desire. The text description of adult products is the top priority. Those selling sexy underwear must focus on the stimulating effect on "him" or "her", while those selling aphrodisiacs can change the color of the page to "silver black" to enhance the sense of solidity. , the description part is essential to compare the psychological stimulation of "not hard" and "not violent" and the effect before and after use. Because of the characteristics of the drug, the promise part must have a safety guarantee.
Another example is electronic products. The text description should emphasize its "functionality", "professionalism" and "after-sales guarantee". The product can easily trade stocks on mobile phones, which can "precisely attack" consumers who want to play stocks on their hand. Press the button to open QQ and chat quickly, which is more attractive to the chat users. Don’t be afraid of wasting pen and ink on these functional descriptions. Professional description is to eliminate people's psychological prejudice and resistance against copycat or quasi-copycat electronic products. You can use a large table to write the technical parameters in detail - although most consumers cannot understand it, they will think you are very professional. After-sales guarantee is the focus of electronic product single pages, which depends on your sales strategy and product life cycle. Generally speaking, if you only serve sales, you can learn the commitment method of TV shopping.
3. The key to success or failure – golden element
Let’s get to the point. Many of these are traditional sales strategies, and they work well on a single page.
1. Discount promotion description strategy. Be careful not to make the original price of the physical product too outrageous. After this strategy has been abused, many single pages are no longer used in recent years, depending on their products.
2. Avoid round prices. 198 yuan will always sell better than 200 yuan. 158 yuan is no worse than 150 yuan.
3. Stimulate customers' weaknesses. By using bold fonts or pictures, weight-loss drugs must make customers think that being obese is the beginning of a miserable life. Aphrodisiacs must make potential customers feel like the Invincible East. Wealth training must make clients feel like they are from Ethiopia. Maternal and infant products must make customers worry that everything else on earth except this product is like Sanlu milk powder.
4. Crazy comparison strategy, comparing before and after using, comparing buying and not buying, comparing with competitors. In sales strategy, hinting at what the customer will gain is far less effective than hinting at what the customer will lose. The word "exaggeration" does not exist in a one-page dictionary - but it must be within the limits of human acceptance. This point and point 3 can be combined together.
5. A powerful case can make you believe in it. People on earth will never lack imagination, but we cannot be like 3-year-old children who make up user feedback to be invincible. How to easily obtain extremely simulated user reviews—go to Taobao’s customer review area and copy them directly. Including 70% positive reviews and 30% relatively good reviews.
6. For lifelike customer consultation, please go to Taobao's customer discussion area or forum to "find" the chat records of related products and directly copy them.
7. Don’t worry about the fancy and messy page design. A page that is too refreshing will not easily make people want to buy. Please focus on the third to sixth points. Except for single-page sales for high-end people, there is no junk page design, only junk text descriptions.
8. If the value of what you are selling is unknown to the customer, he or she will be hesitant. (For example, a set of software sells for 300 yuan) Please impress him with a clear, value-for-money, and cute gift. Many people will buy products just for the giveaway.
9. The ordering area must be easy to see. If the page is very long, it is recommended to place one in the middle of the page and one at the bottom. If it must be implemented in the form of a button, the button must be designed to be large and beautiful, and support both cash on delivery and online payment. The ordering phone number must be easy to see, and recommendations appear in different styles at the top, middle, and bottom of the page.
10. It is not necessarily necessary to achieve one-step purchase by customers. For some types of products, it is better to capture customers in the early stage through mailing lists, and then sell them after further communication through email subscriptions.
In fact, as a micro-sales system, single-page sales itself does not have much knowledge except traditional sales techniques. There will be example analysis and production in the future. I share this article with the hope of further communicating with you and making progress together.
Author: Chris Qie
Email: [email protected]
Article source: http://www.chrisqie.com/key-of-landing-page/ (Please indicate the source link and author when reprinting)