Conversion refers to an operation, that is, when the user interacts with your advertisement, and then takes an operation that is valuable to your business, even if it is a conversion. According to the different promotion and account opening objectives selected by customers on Shenma advertising platform, the corresponding conversion is defined as follows:

APP promotion category: conversion refers to downloading applications;

H5 promotion category: conversion refers to calling merchants by mobile phone;

E-commerce promotion category: transformation refers to online shopping.

Generally speaking, the influencing factors of UC transformation include the following aspects:

UC orientation conditions: including gender, age, region, operating system, interest tag, etc.

UC conversion path: including landing page optimization and conversion link optimization;

Other factors: including follow-up UC customer service.

In view of the above factors, let's explain how to effectively improve the conversion rate of Shenma account opening.

(1) direction condition

Orientation is to aim at users and achieve more accurate reach, that is, "let advertisements appear in front of the right people at the right time". Accurate positioning is the primary consideration to improve the conversion rate.

Taking the recycling industry as an example, through the preliminary investigation and customer docking, we found the following points:

Geographically, Shenzhen UC, Dongguan UC, Huizhou UC, Guangzhou UC and Zhongshan UC account for more than half;

In terms of gender, the proportion of male customers is as high as 76%;

From the source, the proportion of factory customers is as high as 57% compared with ordinary customers.

Lock the core target group of UC, so our first test positioning is as follows:

Age: 20 ~ 70;

Location: Shenma Hukou in Shenzhen, Shenma Hukou in Dongguan, Shenma Hukou in Huizhou, Shenma Hukou in Zhongshan, Shenma Hukou in Guangzhou and Shenma Hukou in Foshan;

Source: factory resources;

Features: waste products from factory resources are concentrated.

Some points to pay attention to in the process of orientation:

Although precise orientation is needed, the orientation range should not be too narrow, because it will greatly limit the audience;

Although we are targeting at the core target population, besides the core target population, we have also carried out more extensive targeted delivery on the basis of limited budget;

According to different gender orientation, it is suggested to use different advertising materials.

(2) Material correlation

The advertising material of UC Shenma is consistent with or related to the main products on the landing page; Avoid the adverse effect of high CTR trap on transformation;

Shenma promotion