[Hua11.com Original] This article introduces a brand-new idea to optimize all your customer-oriented promotional materials, product pages, and even the display methods of physical stores. It involves a concept originated from Internet marketing: the Landing Page (LP).

I. What is a Landing Page?

A Landing Page, in its most original meaning, is the paid advertising guide page of traditional Internet marketing.

(Image from Internet)

For example, if you place a paid advertisement on Baidu, when a customer searches and clicks on your ad, they land on this specific page. Typically, this page can be an independent page directly used to introduce and sell products, or it can be an intermediate jump page that directs to your official website, online store, or even a download page.

Does it sound profound and mysterious? Not at all. In fact, the primary function of an LP is to create what we commonly call the "first impression."

However, it should be noted that this "first impression" should be adjusted according to the characteristics of the specific group of people who will see your page or material.

Let's take an example from an e-commerce giant's website.

When shopping, you first search for keywords like "lipstick," and numerous products appear. Upon clicking a specific lipstick, a large product image captures your attention, followed by a clear price. Other information, such as shipping fees and consumer protection terms, is presented in smaller font, less conspicuous.

"Buy Now" and "Add to Cart" buttons are indispensable and designed for easy access to facilitate purchases at any time.

Why was the page designed this way? It's because you are a targeted potential customer interested in buying lipstick. You seek the most intuitive understanding of the product. All information unrelated to the lipstick itself is less prominent.

II. Practical Application of Landing Page Thinking in the Flower Shop Industry

Let's extend this concept and apply it to non-Internet contexts, where you'll find it equally applicable.

For instance, if you're creating a flyer for a flower shop to distribute to community residents, consider the characteristics of the community's residents. Let's analyze (focusing only on flowers, not green plants or potted plants):

- Demand: Non-essential, flowers are not a necessity

- Use: Mainly for personal and family use; primarily decorative, with some gifts (e.g., sending flowers for a friend's birthday)

- Form: Mainly loose flowers and simple arrangements, with some finished floral gifts

- Gender: Slightly more women than men, but data shows that gender is increasingly less of a distinguishing factor in flower purchases

- Age: Youth and older; age is also less of a distinguishing factor, with customers of all ages buying flowers

Based on this information, any adult can be a target for this flyer, but the focus should be on "family use flowers," not other types of products. To increase repurchase rates, consider offering "monthly subscription flowers," which could be a single type or a mix, and this should be tested. Pricing should also be tested, as discussed in [Hua11.com · Product Analysis Series 3] Creating in-demand floral solutions and pricing them effectively using A/B testing.

Remember, there are pitfalls in the monthly subscription flower project to avoid, as detailed in [Hua11.com · Product Analysis Series 1] Ultra-detailed guidence: can flower shops compete with e-commerce's 99 yuan monthly packages?.

So, how does this relate to LPs? Treat community residents as Internet traffic, and the flyer distributor as the traffic entrance. The flyer itself is akin to the landing page, serving as a bridge from unawareness to understanding your business and meeting their needs. Design this bridge carefully.

Key considerations for flyer design:

- Should the customer see the front or back first?

- Can the customer discern the flyer's theme at a glance?

- How do you make the customer take a second look, and where should that look be directed?

- How do you ensure the customer keeps the flyer instead of discarding it?

You may have many attractive ideas and unknown good works in your shop, but you don't need to list them all on one flyer. Convey the most important information and ensure the customer retains it; that's sufficient. Let them learn more through other channels.

The most challenging aspect is making the customer keep the flyer. Consider these methods:

1. Offer benefits (e.g., discounts or gifts with the flyer, but avoid using it as the primary strategy)

2. Ensure usefulness (e.g., flower language, plant care tips, common flower-giving knowledge, daily use scenarios, and family flower maintenance)

After continuous testing and optimization, you can find the method most suitable for your community to improve flyer retention.

Through this example, you should understand the significance of the Landing Page concept. Analyze the characteristics of the target group first, then present them with a Landing Page designed with those characteristics in mind. It's that simple.

Copyright Statement:

This article is an original creation by Hua11.com and is included in the “How to Run a Flower Shop and Floral Studio” Ebook. The content of this article may be periodically updated and is initially published on the Hua11.com official website blog. You can find the article at this link: https://hua11.com/blog/4711.html.

Reproduction of this article is permitted, provided that it is reprinted in full and all copyright information is retained. Any form of plagiarism, whether partial or complete, is strictly prohibited. Legal action will be taken against violators.

The work titled “How to Run a Flower Shop and Floral Studio” is copyrighted by Hua11.com. Additionally, the “Practical Floral Training” model and the concept of “Light Decoration” are original creations by Hua11.com. The trademark “花艺意” is registered and protected by relevant national laws.