I deleted all the content, so the data increased?

How can designers optimize copywriting and interface design to improve user conversion? Through actual case analysis, this paper explores the importance of simplifying design and copywriting in specific scenarios, providing valuable inspiration for designers and product managers who pursue efficient user experience.

Although as a designer, most of our output is pictures, we often need to write text on the interface. This requires us to optimize the text to make it understandable to users, and it is best to make them feel moved and then follow the path we expect. Therefore, this requires us to "start from the demands of the user group, let users pay less and get more, and be very urgent, and tell you that everyone does this"...

These universal directions are like the golden rules of copywriting, which have been tried and tested. After all, e-commerce companies use this method to write in daily life, and we are impressed every day. What's wrong with that? But is this routine really suitable for all businesses and scenarios? Today, I will sing a different tune. Although the conclusion is just the tip of the iceberg, I hope it can provide you with some inspiration on copywriting and design.

1. The price went up when there was only one row of data left

This incident originated from the fact that the recruitment business wanted to add a new customer activity, where users would be given a job-seeking membership card if they filled out their resumes. In order to give users enough motivation to fill out their resumes, they began to stack buffs like crazy. "Free" means less effort, "79 yuan" means more gain, and "87% of new users received interview invitations on the same day" means that everyone is doing it and the results are good. There are also a bunch of icons and texts below to tell you how good the membership benefits are...

After the launch, the conversion rate was very low, which was puzzling. Was it because the benefits were not clearly disclosed enough? (Of course not.) Therefore, this caused us to reflect and conduct a series of iterations.

After all, this is the resume information (personal information) function, which is a necessary function in the recruitment process. Small benefits such as job-seeking membership cards may not be the core interests he cares about. After all, I can't even see what positions you can provide. Now what's the point of telling me that I have submitted many applications and received fast feedback, but none of the positions are suitable?

Moreover, if such a necessary thing is given as a benefit without building trust, it may not only fail to hit the pain point, but also feel like a trap and a deception. For example, do I need to do some other operations later (such as how many friends help me) before I can get this benefit?

That is to say, in this scenario, paying less and getting more may not only fail to hit the mark, but also be counterproductive. Therefore, we focus on attracting him from the copywriting and design, and gradually move to the tone of explaining the necessary functions. For example, why do you want to do it, and why do you want to do it now, that is, purpose and necessity. And since there is no need to explain the benefits in a exaggerated way, there is no need for so many auxiliary graphics, and the complexity of the page is greatly reduced.

In the end, although the design seemed simple enough, the new solution had three times the conversion rate of the original version.

2. Continue with the simple and effective direction

This experience inspired us to optimize other designs according to this idea. In another fission activity, since it was also giving away job-seeking membership cards, we also tried to optimize the copywriting and related auxiliary designs, that is, from emphasizing the benefits to emphasizing the necessity. For example, before optimization, the function entrance pop-up window attracted users to click by using the advantages of fast job search and high exposure; after optimization, the words were simpler and more direct, telling users that "the current resume is at the back, and more bosses will see you if you use this benefit", which gave users enough reasons to do this now. On the activity page, before optimization, the concept of "free" and how good the description effect was were also emphasized; after optimization, it simply told users what they needed to do now to get what they wanted.

In terms of design, the complexity of information was reduced. The entrance was changed from a marketing pop-up window to a general pop-up window. The activity page was optimized from multiple levels of background and cards to a simpler background + card collection style. At the same time, there were certain optimizations in strategy. Through such a combination of punches, the final conversion rate was increased by 3 times.

Currently, there is still some room for improvement in copywriting, such as the consistency between the pop-up window "resume pinned" and the activity page "job search 3 times faster". Can users know that this is the same thing? And given the penetration rate of online recruitment in the blue-collar market, what is the perception of blue-collar users about "resume pinned"? How does this compare to "job search 3 times faster" or other effective copywriting?

These are all points that can be explored in the future, but in any case, we have made some progress through the above attempts. This process is also constantly correcting our understanding of the motivations of users of this type of function.

3. Some inspiration

Just like communication, sometimes you do need to use techniques to add some added value to impress people, but there are also times when design needs to be simple and effective.

01. Keep it simple

"Adding everything may be because you don't know what works." The page is made to be exaggerated, and the copywriting writes a lot of interest points. The logic behind it may be precisely because of "not understanding". Because you don't know what is effective, you try here and there, and you can't tell which one will hit the mark.

This is a misunderstanding. Just like the ancient Greeks believed in simple, logical truths and did not advocate redundancy. Therefore, whether it is pre-research and analysis or post-testing, it is actually calibrating the effective series of points, thereby deleting relatively ineffective content, and allowing simplicity to help reduce cognitive costs and improve efficiency.

02. Keep it effective

“Avoid mental inertia. Users’ motivation may not necessarily come from getting enough.”

For the above-mentioned activity scenarios, necessity is more effective than interest attraction. After all, when it comes to job hunting, users want a sense of security that they will not be cheated of money or have their privacy leaked, and they want the directness and convenience of being able to see the job immediately after they have finished the job. Plain and direct language and expression methods, rather than exaggerated marketing, may be more suitable for this scenario. Adding too many other things may seem like a detour and may be counterproductive.

Of course, the above conclusions may not be applicable to all businesses and scenarios, but I hope that this experience that violates the general optimization method can provide some reference and inspiration for everyone to extract design ideas that are applicable to the modules they are responsible for.

Author: 58UXD; Source public account: 58UXD (ID: 772692)