How to maximize the HTML5 pages for WeChat campaigns?

Social Media

screen-shot-2016-12-13-at-3-33-43-pm

Many in the digital and marketing sphere are increasingly interested in the utilization of HTML5 (H5) as it has become an integral part in digital campaigns, especially on WeChat. Meanwhile, a lot of people still have questions on it such as when to use it and how to maximize the performance etc.

In fact, the key point for brands regarding H5 development is to have a clear vision about what the brand wants to achieve through the H5 pages, which relates to the key campaign KPI setting.

Typically, H5 pages mainly serve for the following three purposes:

#1 Exhibition 

Using H5’s to create visually appealing pages of information and image displaying for purposes such as brand introductions, product catalog and fashion look books.

screen-shot-2016-12-13-at-3-36-36-pm

#2 Engagement

Design an engaging H5 to interact with users through the gamification flow. Incentives are usually used to generate more participation. Using the light H5 such as greeting cards or sticker feature to do user generated content (UGC) campaigns is also an effective way to increase engagement within the brand community.

screen-shot-2016-12-13-at-3-37-55-pm

#3 Information Collection

Creating H5’s to collect target audiences’ information. This can be used for such purposes as RSVP’s, CRM binding or hiring.

screen-shot-2016-12-13-at-3-40-07-pm

Therefore, according to different types of campaigns, the KPI setting should also be adapted. To be specific, if the H5 mainly focuses on product displaying, the KPI should be exposure related instead of focused on the growth of the fan base. Likewise, the engaging campaign needs to pay more attention on the number of participants who go through the whole process and complete the required actions rather than focusing on the number of total page views.

 


Here are some tips for you to better leverage on H5 development in order to achieve a higher engagement and better performance in terms of sharing and visiting.

Visually Appealing

Advanced visual experience can boost the figures.

Advanced visual experiences can boost the number of sharing and increase the page view to a larger extent. A well designed user flow is also a must-have if brand wants to lead visitors to the final destination and achieve a higher conversion rate.

Storytelling

A good way to create emotional links with consumers.

Advanced visual experiences can boost the number of sharing and increase the page view to a larger extent. A well designed user flow is also a must-have if brand wants to lead visitors to the final destination and achieve a higher conversion rate.

H5 Direction

Direct a clear entrance to H5 pages.

A lot of brands suffer from low participation due to the lack of emphasis on the directions to enter H5 as well as the benefits of participating in the H5 campaign.

 

Multi-platform

Execute a well-integrated digital marketing strategy.

A successful WeChat campaign with H5 development is always executed with a well-integrated digital marketing strategy, which shows the presence of the campaign and the H5 entrance across a variety of social platforms. In addition, the QR code is a good way to help achieve the traffic drive from other platforms to WeChat H5 pages.

Timing is Important

Working days perform better than weekends.

Do not expect a high level of participants if brands release the H5 at the wrong time during the user-inactive hours. Launching the WeChat campaign on working days may achieve better performance than on weekends since users are more active to respond to the brands’ information on social platforms during working days.

Traffic Driving

Use H5 pages to boost users’ purchase intention

Always remember to put an outstanding QR code in the final step if brands aim to drive traffic to official WeChat accounts. And if brands want to redirect users to external links such as an official website or E-commerce platform, the well-crafted H5 pages can also boost users’ purchase intention.

Data Tracking

Data tells everything.

H5 is also a valuable channel to provide important and insightful data for brands to do user segmentation and further communication, especially when it comes to tracking users’ relationship chain, which brands could identify and turn the most active and influential users to brand ambassadors. More than often, it has been overlooked as brands tend to focus on achieving higher PV and UV.

Should you be interested in creating a sound digital campaign with high quality H5 pages customized for your brand, please do not hesitate to reach out to CuriosityChina or email us at: [email protected]


Extract the QR Code below to follow

CuriosityChina’s Official WeChat Account

screen-shot-2016-11-22-at-12-41-31-pm

 

By   -   Jun 16, 2016   -   0 Comment
YOU MIGHT ALSO LIKE