The material production should follow four principles, and then explain them separately. Principle one, the composition is concise. In the effective space, show the key points as much as possible, simplify the complex, and try to use stable (inverted triangle, vertical) and symmetrical (left picture right text, right picture left text) composition. Don't list too many products, which will affect the overall impact of the material on users. Principle 2: Focus. There is only one suggestion for the key content of each material, and the other contents should be the same color or similar color as the background color, which can weaken the influence of other products on the key content and reduce the interference of other items on the attention of people. Principle 3: The copy expression in the materials should be concise. A material drawing can only use a short copy to explain the product, and other text content can be used in a smaller font size or not. Through one sentence, directly attract users, have interest in products, and enhance the interaction between materials and users. Principle 4, overall coordination. This principle is common in creative materials composed of three pictures. Although the three pictures attract users from different aspects, the design style should be unified. Don't use contrasting colors. If the style of the material is business style, then all three pictures should be presented around this style.
Step 2: Directional selection.
Information flow has many direction labels. All information flow advertisements can be divided into basic information, user interests and scenes (including current scenes). The positioning of these three dimensions can accurately locate the core users. For example, we attribute geography, gender, age, marital status and income level. There will be no big changes in a short time, just a coarse-grained annotation of the basic information of users; Attributing tags with obvious subjective preferences such as user search behavior, user browsing behavior and user preference to user interests; Attribute real-time behaviors such as current area, currently used equipment and current network environment to the current scene. For example, we make directional selection of website products in Baidu Information Flow, with basic information regardless of gender, age 20 ~ 40 years old, geographical location in first-tier to third-tier cities, interest behaviors such as automobile, finance, education and real estate, and search behaviors such as website building, website building and so on. The current scenario is PC or mobile. In this way, people can be accurately targeted through three dimensions. Of course, if the label of the crowd is not completely clear, it can be compared by third-party tools or portraits of products in the company. However, when positioning, it is recommended to start from these three dimensions, and each dimension needs at least one orientation. The higher the accuracy, the better. At the initial stage of testing, the orientation of the three dimensions can be relatively loose, and then in daily optimization, A/B testing is carried out by continuously refining the granularity to continuously improve the optimization results.
Step 3: Log on to the page.
The design of the landing page is explained in detail in the aforementioned Jiugong model. The problems encountered by everyone on the landing page are mainly concentrated in the following three directions.
The first direction is the logical layout of the landing page of website construction. The layout includes from top to bottom and from left to right. From the internet eye tracking model, we can know that human visual browsing and manual operation are "F" models. Among them, visual browsing presents a "positive F model" and manual operation presents an "inverted F model".
That is to say, in the layout, putting the keywords and pictures that users need to see in the upper left is more eye-catching, and putting the contents that need to be operated in the lower right will make it easier for users to click.
The second direction is to transform the entrance. In each screen of the landing page, you need to set up a conversion entrance that is convenient for users to click. If our landing page is multi-screen, we can use different conversion words to stimulate users' interest, such as "test, calculate, click a little, take a chance" and so on. When many enterprises do the conversion entrance of landing page, they only do the conversion entrance on the last screen or just above the fold, which will cause users to find the conversion entrance when browsing and be forced to jump.
From the analysis of visual browsing habits and crowd operation habits, in the upper left area, we can see the advertising words of "Xiaomi Balance Car", the prompt of "L Yuan Tesco" in the upper left corner, and the number of participants. When the field of vision moves to the lower right corner, you can see the original picture of the balance car, and you can clearly see the transformation entrance, which is directly below-an area where users can easily operate.