In terms of monthly users, Weibo is the second largest Chinese social media platform after WeChat. However, unlike WeChat, it is still primarily PC based. Weibo is one of the most powerful marketing tools in China offering wide range of possibilities for reaching people across various demographics and psychographics.

Weibo offers to marketers a powerful Weibo Index tool to learn more about what platform users are searching for. Compared to previously covered Baidu and Qihoo tools, it is structured in sig
nificantly different way allowing generating other types of data.

It is important to note that social media platforms like Weibo could be quite similar to search engines in many ways. Platform users search for terms in a similar way as they do using Baidu or Qihoo. This allows Weibo to generate wealth of information that could be indispensable for marketers looking to customize their message for this particular audience.

Weibo Index into four main tabs: historic keyword trends, real time trends, geographical interpretation and user attributes analysis.

Let’s examine what Weibo Index shows for the same keyword we used for Baidu and Qihoo tools covered earlier.

The first graph shows search volumes for a keyword on PC and mobile. It is quite clear that there is a certain correlation with the search results we have seen with the search engines: both types of data show a sharp peak in the second half of March:

Looking at both PC based and mobile searches reveals the fact that most searches have been done from mobile Weibo app rather than PC based website:

Next tab displays search volumes in the past 24 hours. Here, peaks occur in different times compared to results from the search engines. Apparently, Weibo searches for iPhone 8 have peaked at around noon and then again at 23:00:

Such information can be particularly useful for social media marketing. It can allow marketers to figure out optimal timing for posts to receive maximum exposure on the network. In fact, the data can even be reduced down to an hour level in order to identify search volumes of every single minute within a particular hour!

The location tab shows geographic distribution of the searches:

Here the situation is also a bit different from the results we have seen with Baidu and Qihoo. It seems that people in Hebei and Zhejiang provinces were the ones most interested in iPhone 8.

Last tab, audience attributes, shows even less correlation with the search engines data for this particular term. This time, women represented the vast majority of the audience (80%) vs. only 20% of men. Also, the audience is significantly much younger on Weibo: most people searching for iPhone 8 were between ages 19-24.

This information could lead to a different approach for marketing this specific product. On Weibo, marketers could be tailoring the ad to a largely young female audience while Baidu and Qihoo ads should cater to older male crowd. Optimizing marketing approach across different platforms would be much more difficult without having such data.

Last section of the audience attributes tab relates to user persona that seems quite irrelevant for this particular keyword. Also, Weibo shows the data on zodiac signs of the users searching for a particular term:

Apparently, Libra born users were more active in their search for iPhone 8. Why was that the case? I guess we will never know.

In any case, Weibo seems to be the only network out there that enables marketers to incorporate astrology into their marketing…

Continue to WeChat Index tutorial >>>

Here are our tutorials on China keyword research tools:

Keyword research on Baidu: Baidu Index

Keyword research on Qihoo: Qihoo Index

Keyword research on Weibo: Weibo Index

Keyword research on WeChat: WeChat Index

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According to the most recent data, WeChat has passed a milestone of a billion users which puts it far ahead of any other Chinese social media platform. Measuring trends on such an enormous network could potentially bring the most statistically accurate data to marketers.

Up until a few weeks ago, it was not possible to get a hold of such metrics on WeChat. Fortunately, the platform has just released a new WeChat Index tool that allows viewing some basic trends on keywords.

The good news is that, from marketers’ perspective, WeChat is finally moving in the right direction. However, the bad news is that the data that is generated by WeChat Index is very limited. There are no any equivalents to options available from the previously reviewed tools: Baidu Index, Qihoo Index and Weibo Index.

In order to access the tool, user has to enter Chinese words “微信指数”into the search bar and tap on the first result. This opens up the prompt as shown above.

If one is planning to use WeChat Index frequently, it easier to simply pin this page to the top of the chat sessions by choosing option “Sticky on Top”.

Typing the keyword “iPhone8” returns the search trend graph:

Just like with the other index tools, the data can be viewed for 7, 30 or 90 days but there is no option to customize the date range:

It is still not clear what the total number (350,016 in this example) actually represents. In fact, it remains the same no matter what date range is chosen (a bug?):

Although, WeChat Index is a good start, in its present form, it can hardly offer any useful information. Also, it seems that only popular keywords, probably those with high enough search volumes, can be viewed.

Despite the fact that WeChat could record all the search and user related data, WeChat Index doesn’t display any geographical distribution, audience analysis or related keywords. So, essentially, it is only good for getting an idea on general search trends within the network for certain popular keywords.

Release of WeChat Index to the public is still a very good start and points to the possible course correction by Tencent. It has started to move, albeit slowly, from a private communication network to discovery platform.

Also, WeChat search function now has more options and is increasingly used for searches on wide range of topics. In order to read the articles from the search results, one has to follow the account it was posted on which opens another route for official WeChat accounts to acquire new followers.

Here are our tutorials on China keyword research tools:

Keyword research on Baidu: Baidu Index

Keyword research on Qihoo: Qihoo Index

Keyword research on Weibo: Weibo Index

Keyword research on WeChat: WeChat Index

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Just one year after its launch in China in 2013, Evernote was already claiming 4 million users. Last year, China has become its second largest market with reported 20 million users. Yinxiang Biji, it’s Chinese company, has recently announced its plans to go public in China.

In fact, Evernote has succeeded where many famous Western tech giants, such as Google or Facebook, have failed miserably. So, what was it that they were doing right? Let us break down main factors of Evernote’s remarkable success in China.

Navigating around Chinese censorship

Evernote has always stressed its main functionality as a private data storage for individuals, not a social platform and broadcasting service. Although, the original version does include some social functions such as note sharing, they have been either removed or played down in the Chinese product. This enabled Evernote to stay away from troubles with China’s powerful internet censors.

Speed and functionality

The company has realized that the key to good usability in China is the speed of synchronization and access – the core of its functionality. Keeping data centers in US would severely impact connection speed and turn away potential users, making it impossible to acquire critical mass of local early adopters. Hence the decision to setup local data center, which was also its first one outside of US.

Privacy assurance

Company’s CEO, Phil Libin, has published a letter assuring subscribers that Evernote takes securing the privacy of user data in China very seriously. The letter emphasized Evernote’s adherence to its three laws of handling user data by making it personal, protected, and portable.

Employing social media

Evernote quickly embraced Weibo and WeChat, two most popular Chinese social media platforms. The company has also been publishing its own blog filled with useful tips about efficient usage of its services while tailoring the message for the local audience. The blog was encouraging users to write about their personal travel experience with connection to Evernote apps – another good example of user engagement.

Localized customer service

When it comes to Chinese users, Evernote quickly understood the importance of speedy and high quality customer service . The company has been recognized for its efficient response to issues and complaints, both through social media, like WeChat channel, as well via chat on their website.

Successful choice of brand name

Evernote has made a smart choice in picking its Chinese brand name that proved to be an excellent fit on many levels. Evernote’s Chinese name is Yinxiang Biji (印象笔记) and can be translated as “memory notes”. Incidentally, the name also incorporates character 象, an elephant, that is used as Evernote’s logo. The name is both memorable and descriptive of the core functionality of the service.

Integration with local services

Part of Evernote’s China localization strategy was releasing API for integration with local apps. As a result, along with its support for traditional services like IFTTT and Pocket, its Chinese product integrates local services such as WeChat, Weibo, Duoguo (a restaurant guide website) UC browsers and others.

Localized Evernote Market

Most recently, Yinxiang Biji has launched its local version of Evernote Market store with products specifically selected and marketed for Chinese customers. Evernote’s fully functional web-based outlet was noted for its good user experience and original offers. It also itegrates Alipay as its online payment solution.

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There are considerable challenges in achieving success in the mobile apps market. Those have to do with launching and promoting an app in the right store, figuring out monetization model that works and is sustainable, overcoming China-specific technical challenges and, finally, making sure that your product is not easily copied by a competitor.

Here is the list of 10 most important factors to consider before venturing into China’s mobile apps market:

The right mobile OS

Thanks to the low cost of entry level smartphones in China, two out of three users are on Android system which makes it the one to target first. iOS still represents about one third of the total market but Android will certainly continue to dominate China in the near future. Windows phones didn’t get much traction in China yet, while Blackberry and Nokia’s Symbian systems being even less relevant.

Fragmentation of Android apps market

There are literally hundreds of Android mobile stores, each focusing on a specific niche, demographics or geographic region. Understanding complex Android ecosystem is crucial to launching your app in the right store. Simply applying to all or most of them is not an option because each store has its own QA and approval process as well as billing system. The best strategy is to focus on the top 5 stores and monitor the performance of each of them. The most popular Android independent stores in China include AppChina, Anzhi, Gfan, Hiapk, Liqucn,Wandoujia, eoemarket, and 91Market (note that Google Play is not even in the top 20).

In addition, many large companies, such as China Mobile (largest mobile provider), Baidu (top search engine), QQ (popular messenger), as well as Huawei, Lenovo, Xiaomi etc., have their own store.

Mobile network speed

The speed of China’s mobile networks still lags behind Western countries, Japan or Korea. If your app is graphics-heavy making it loading slow, it will most likely be abandoned. If you are considering localizing an existing app for Chinese market, you need to make sure that it works fast enough on much slower network speed.

Hopefully, the ongoing development and introduction of 5G infrastructure will help alleviate this problem.

Social media integration

Another challenge of localization is the integration of the local social media channels. Your app won’t work in China (unless used with VPN) if signup or login options use Facebook or Twitter as those are inaccessible from the Mainland. Same goes for sharing and retweeting. If social media is essential for your app, make sure to integrate the most popular local platforms such as Sina and/or Tencent Weibo, YouKu or WeChat.

Cloud storage issue

Popular cloud storage services, such as Dropbox or Box.net, are often too slow or inaccessible from China. Out of popular Western services, only Microsoft Skydrive seems to be relatively stable at the moment. If cloud storage is required for your app’s functionality, consider using one of the local solutions, although they may not be as fast and convenient. 

Payment system

Local mobile-based payment services have won the war against any other payment method. Two of the most popular services are Alipay and WeChat Pay. Remember that Chinese use of credit cards is very limited as they seem to entirely skip the credit card era straight to the digital money world. Another popular payment system with mobile in-app purchases works directly through mobile carrier, such as China Telecom, China Unicom and China Mobile. This, however, require more complex integration of your app into their payment system, something that can’t be done without an experienced local partner company.

Everyone takes a cut

Apps stores fees range wildly, something to be taken into account when choosing the most suitable one as well. QQ for instance, takes up to 70% of an app’s revenue, while China Unicom takes 30%. In addition, each store has its own guidelines and procedures as well as its own government tax and banking rates. Note, that government tax and various regulation fees can easily reach up to 30% on top of the app store cut!

Piracy concerns

If your app is successful there is no question that it will be copied. All of the world’s most popular apps have local copycats. Partnering with a local partner that is familiar with the apps store ecosystem can also help ensure that the copycat apps are pulled from the store to be replaced by the official ones. On the other hand, if you are simply coming up with a concept for an app and it is a good one, such “partner” can simply appropriate it. Therefore, due diligence is paramount in choosing your local partner.

Monetization model

Purchasing apps outright has been in decline worldwide. In China, people are even less willing to pay for an app, no matter how insignificant the price would be. This means that more creative monetization strategies should be considered. One of them would be selling ads. Recently, BBC ran a story about Chinese mother who developed flash card app for their kids which is now supplementing her income by $1,000 every month from the ads alone.

Another model is based on in-app purchases. It makes more sense to give away an app for free to get users more familiar with it. Once, hopefully, they start liking it, they would be more willing to pay for extras. This model works well for games and chat apps.

Finally, premium model is another one to consider: user downloads an app with limited functionality but has to pay for more enhanced features.

Apps for brands

Finally, there is another type of apps that aims at building brand awareness or serves as a marketing tool to supplement and support offline or web-based sales. If your app doesn’t require payment system or complex integration with other services, it can be launched much more easily. Also, such app would not be in any danger of  being copied as it has no value of itself without the brand behind it.

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In this post we are going to have a look at top 5 of them.

5 Most Useful Features of WeChat for Marketers

WeChat groups

One of the most often overlooked WeChat features for marketers is WeChat groups where members can participate in discussions. Inviting customers to join a group can be an effective way to keep them engaged with a brand. Each group is issued a unique QR code that users can scan in order to join, however, as soon as the group reaches its maximum allowed capacity (currently 100) scanning QR code would no longer work. An easy work around this limit is to send an invitation to users to join a group – a group owner can invite unlimited number of participants to a group.

Payments

After launching its own payment system, WeChat quickly became one of the major ecommerce platforms in China, along with Taobao, Tmall and JD. Every official service account has an option to setup its own ecommerce outlet and receive payment from customers. Capability to handle payments “on the go” is one of most powerful features of WeChat for marketers. Instead of directing potential customers to a website where they can complete the purchase, WeChat now enables a near instant conversion.

Lucky draws

WeChat service accounts can incorporate many types of lucky draws that can be another effective way to keep customer engaged as well as acquire new followers. Lucky draws can take multiple forms – from quizzes to virtual scratch cards. There are number of 3rd party add-ons that can enhance WeChat accounts by “gamification” of the user experience.

Loyalty cards

As businesses and brands are constantly looking for new ways to improve their customers’ loyalty, membership and loyalty cards are increasingly moving into WeChat. This is another excellent feature of WeChat for marketers as it offers both convenience to customers by not having them carry their cards and increases app usage. Latest version of WeChat even allows managing and storing loyalty cards and coupons in one place, much like AppleWallet does.

Targeting

One of the most powerful features of WeChat that is used for marketing is ability to target specific groups of followers with messages tailored just for them. Unfortunately, basic WeChat backend targeting function is quite limited and only allows to sort followers by their gender, and declared location which is also often different from the actual one. However, there are number of companies who offer a more customized approach that is based on behavioral patterns of followers. This way, followers can be grouped in new categories and targeted with specific marketing messages that they are more likely to respond to.

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For the second part of our list of 30 Ways of How To Get WeChat Followers go to Part II and here is the Part I.

30 ways of how to get WeChat followers – part 3:

#21: Displays at trade shows

Trade shows provide ample opportunities to place QR codes on any flat surface such as walls, stands, reception counters etc.. And by any surface we mean “any surface”:

#22: Video

If you use a promotional video for your products, consider placing QR code in a still frame at the end while giving enough time for a viewer to scan it. Alternatively, QR code could also remain visible during video playback if placed in the frame corner but it should be large enough and in high resolution to be scannable.

#23: Company cars

If your company owns cars, vans or buses, consider placing QR code along with your branding such as company name or telephone number.

#24: Website

Last but certainly not least, QR code should be displayed on your website. Most commonly it goes in the footer along with other social media and contact info, however, some sites choose to move it up top to a more prominent position.

#25: Trade shows campaigns

Another method that works well at trade shows is distributing giveaways to those visitors who scan your QR. Since you give away hundreds of pens and other useless souvenirs anyway, why not to at least get WeChat followers out of it?

#26: Email marketing

Run email marketing campaigns targeting specific audiences and centered on WeChat account. For any other email marketing such as periodic newsletters, make sure to include WeChat QR code as well.

#27: Targeted WeChat posts

One way to increase chances that a WeChat post will be shared is to make it as relevant as possible to a specific audience. WeChat allows some limited message targeting by recipients’ gender and location which can be further enhanced by manual grouping of the followers. By targeting specific group with such customized posts, it is more likely to be shared among people with similar interests.

#28: Creative QR codes

Traditional black and white QR codes have just one drawback – they look ugly. Luckily, now they don’t have to be! There are ways to design perfectly scannable QR codes that blend with the brand design and look much more visually appealing than just a bunch of black and white pixels.

Another example is the one of an Israeli company Visualead that has developed unique technology that overlays graphics with QR codes. Those can be scanned just as reliably as the traditional type.

#29: Interactive account

Adding interactivity to WeChat accounts makes them more functional as well as visually appealing. Such accounts are more likely to be shared and recommended by existing followers to their friends.

Instead of settling for standard menu type account, consider developing so called mini-site that can be customized to better reflect your brand image.

#30: Posting in Weibo groups

We talked about using social media such as Weibo to promote WeChat account. Posting in Weibo groups which are dedicated to specific and relevant interests is another way to get WeChat followers. Keep in mind however, that Weibo doesn’t allow posting QR codes directly – doing that can get you banned from that group.

For the previous part of our list of 30 Ways of How To Get WeChat Followers go to Part II and Part I.

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For the first part of our list of 30 Ways of Getting WeChat Subscribers go to Part I.

30 ways of getting WeChat subscribers – part 2:

#11: PPC campaigns focused on WeChat account

Just like Weibo, major Chinese search engines like Baidu view WeChat as a completion. This means that you can’t directly advertise WeChat account using Chinese search engines. However, it is still possible to run search or display ads which would direct visitors to a dedicated landing page featuring WeChat account details and QR code.

#12: WeChat advertising

WeChat offers its own in-platform advertising in both user Moments as a sponsored content as well as ads in participating accounts. Unfortunately, at least for the now, WeChat own ads are very expensive. The high price and the lack of accurate targeting makes WeChat advertising notoriously ineffective. Presently, only big brands looking for blanket advertising are the main users of WeChat ads.

The good news is that the prices are slowly getting lower and some new changes to WeChat advertising are rumored to be introduced this year.

#13: Offering free Wi-Fi

This method of getting WeChat subscribers works well for restaurants, coffee shops and other businesses with physical location where patrons tend to spend their time at. If setup correctly with WeChat, free Wi-Fi option would appear at the top of the chat session. Selecting free WeChat would require a user to follow the account first, making him/her a subscriber.

#14: On the spot discount or a freebie for following WeChat account

Another trick that is often used by restaurants and coffee shops is asking customers to follow their WeChat account to get X percent discount off the bill or a free item such as a drink or desert. This one should be used carefully to prevent abuse.

#15: WeChat based menu and food ordering system

In one of our earlier posts we covered the new WeChat-only coffee shops in China that have moved menus along with the entire food ordering system online. Using such system would give another incentive for patrons to follow the account.

Posting QR wherever possible is another effective way of getting WeChat subscribers. Here are some ideas on where QRs could be displayed:

#16: Email signatures

This simply means including QR code along with a signature at the bottom of every email that goes out to clients.

#17: Invoices and receipts

Printing QR code on invoices and receipts that customers keep gives them another chance to scan it.

#18: Product packaging

Include QR code on product packaging. It works even better for products that require after sale service which can be delivered via WeChat too (see item #7).

#19: Business cards

Make sure that every employee’s name card has your WeChat account QR code printed on it as prominently as possible (some companies dedicate the entire flip side to it).

#20: Every other printed material

Consider placing QR codes on company prospectus, brochures, datasheets etc. Every QR code placement is another opportunity for someone to scan it giving you another way of getting WeChat subscribers.

Here is the Part III of the list.

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Since WeChat, unlike most other social media platforms, is not a discovery network, getting WeChat followers doesn’t work in the same way either. On the other hand, what really matters is not the quantity but the quality of followers which is the main strength of WeChat as a marketing tool.

In general, WeChat followers tend to be more interested in actually following the updates, consuming posted content and using account’s other features. In other words, the higher engagement level with the followers is what makes WeChat marketing so effective.

Currently, there are only 3 primary ways to subscribe (follow) a WeChat account:

1. Follow the account from the link when it is shared by WeChat friends;
2. Scan its QR with a smartphone;
3. Search for the exact WeChat account name from within the app;

The 3rd method of following the account is not something that is often used as it is somewhat cumbersome to users. Although it is always a good idea to pick a memorable account name, it is unlikely to be contributing to getting WeChat followers.

Essentially, acquiring WeChat followers comes down to the first two methods.

30 ways of getting WeChat followers – part 1:

#1: Creating shareable content

Easier said than done, sharing content is what can potentially get you the most followers. Writing volumes of standard content that doesn’t get shared isn’t worth much. However, just one post that goes viral has the potential of bringing hundreds of followers virtually within hours.

The best approach is to invest in a research and learning about people in the niche that you are targeting. Once you can figure out what they really care about – stay focus just on that.

#2: Getting KOLs (key opinion leaders) to share your content

There are thousands of KOLs on WeChat that would distribute your content (for a fee) to their followers which often reach tens of hundreds of thousands. More followers they have – higher price they charge: top KOLs with millions of followers can be very expensive to engage.

KOLs promotions are mostly effective in fashion, cosmetics, entertainment and similar areas. This is why this channels is not suitable for everyone.

#3: Integrating with WeChat Pay

WeChat Pay is quickly becoming one of the primary payment methods in China, both online and offline. Integrating WeChat Pay with WeChat account not only enables receiving payments but also automatically connects every paying customer to your WeChat account unless they specifically choose to unsubscribe.

#4: Promoting via other WeChat accounts

If your business owns multiple WeChat accounts, you can use them to promote a new one. This way you can get some of the existing followers to subscribe to a new WeChat channel, especially if it offers related but different content.

The same way can be used to cross-promote WeChat accounts through accounts of your partners – they post links to your content and you reciprocate.

#5: Leveraging employees networks

One of the simplest ways to get followers quickly is to encourage your Chinese employees to follow the account and periodically share the content with their friends. This method, at least at the beginning, can get your account a quick boost in the number of followers, some of whom may one day contribute to getting your message to a wider audience.

#6: Develop loyalty program

Loyalty programs are increasingly getting incorporated into WeChat accounts. They often come complete with points accumulation system and a virtual membership card. Running such function with WeChat will help attract new followers as well as retain the existing ones.

#7: Offer customer service on WeChat

If you sell a product or service that requires customer service, why not to use WeChat as one of such channels? Some of the responses to standard inquiries can even be pre-programmed into the system while other may require an actual human interaction.

Getting customers to communicate with you via WeChat offers another opportunity to engage with them and even capture their exact location to gain better insight. Several 3rd party platforms offer powerful platform extensions that enhance its functionality as a customer service channel.

#8: Leveraging other social media platforms

Other social media platforms can also go a long way in getting WeChat followers. While straight up publishing WeChat QR code on Weibo is not allowed (they are competitors), you still can post WeChat account name, so visitors can search for it.

Also, sometimes you can even get away with incorporating WeChat QR code into graphic background design.

Keep in mind however that simply duplicating the content between the platforms wouldn’t give enough incentives to your Weibo followers to go to another network. Therefore you should consider offering something different on both channels.

#9: Offering practical value in terms of discounts and coupons

This is another way to make WeChat content more relevant, practical and shareable. Coupons and discounts could be time limited to create a sense of urgency – an effective marketing trick. They can also be designed to be used online or within the same WeChat account as a part of O2O campaign.

#10: Lucky draws and quizzes

People love winning prizes which makes lucky draws and quizzes an effective strategy of getting WeChat followers. WeChat account’s basic functionality can be enhanced with 3rd party extensions that are designed to handle such promotional campaigns.

Stay tuned for our second part of the list coming next week.

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If your company has a WeChat account, you should go through our checklist to make sure that you have all the bases covered.

WeChat marketing checklist: Best places to display your WeChat QR code

Website

Perhaps, most importantly, QR code should be displayed on your website. Typically, it goes in the footer along with other social media and contact info, however, some sites choose to move it up top to a more prominent position. If you are really serious to promote your WeChat QR code on your website and not worried to risk annoying your visitors, place it in a pop up.

Email signatures

This simply means including QR code along with a signature at the bottom of every email that goes out to clients.

Product packaging

Include QR code on product packaging. It works even better for products that require after sale service which can be delivered via WeChat too.

Invoices and receipts

Printing QR code on invoices and receipts that customers keep gives them another chance to scan it.

Displays at trade shows

Trade shows provide ample opportunities to place WeChat QR code on any flat surface such as walls, stands, reception counters etc.

Email marketing newsletters

Run email marketing campaigns targeting specific audiences and centered on WeChat account. For any other email marketing such as periodic newsletters, make sure to include WeChat QR code as well.

Printed materials: brochures, datasheets

Consider placing QR codes on company prospectus, brochures, datasheets etc. Every QR code placement is another opportunity for someone to scan it giving you another way of getting WeChat subscribers.

Posters and billboards

A simple roll up posters with an offer and a large QR code is the simplest and cost effective way to promote your WeChat official account to large crowds. Every type of poster should display your WeChat QR code.

Business cards

Make sure that every employee’s name card has your WeChat account QR code printed on it as prominently as possible (some companies dedicate the entire flip side to it).

Other social media channels

Although some rival social media networks have rules against posting WeChat accounts QR codes, others are not as strict. Users often place their WeChat QR code in the background to make it visible to visitors while not necessarily breaking posting rules.

Company cars

If your company owns cars, vans or buses, consider placing QR code along with your branding such as company name or telephone number.

Video

If you use a promotional video for your products, consider placing QR code in a still frame at the end while giving enough time for a viewer to scan it. Alternatively, QR code could also remain visible during video playback if placed in the frame corner but it should be large enough and in high resolution to be scannable.

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First, let start with the definition of – a landing page (or LP) is where your potential customer “lands” first after clicking your link in the search results, social media or an email. Making sure that landing page design is clear, focused and the content is easy to understand is the key in converting visitors to customers.

Before we look at the specific guidelines that are relevant to building a Chinese landing page, let’s make sure that the general page structure follows best practices applicable to all types of landing pages.

Let’s start off with a quick rundown of those guidelines that are applicable to all types of landing pages:

• Having clear and concise headline up top
• Strategic placement of a large and distinctive CTA (call to action) button
• Using interesting and visually appealing images
• Making sure that the main text clearly explains the offer and is going from general to detailed description as the reader moves down the page

Now, let’s list the specific requirements for Chinese landing pages along with the common mistakes that companies often make in creating them:

Chinese landing page design: do’s and don’ts

#1 Use native translation

While using native translation should be the obvious rule, a surprising number of foreign companies still cut corners on this one. Re-purposing original landing pages for Chinese market by using machine translated text or simply relying on low-quality translations would make such landing pages completely useless and counterproductive.

Always use a professional translator to write proper copy for your Chinese landing pages and make sure that they are proofread by native Mandarin speakers.

#2 Remove links to blocked social media

While re-purposing landing pages for Chinese market, many companies forget to remove standard links to their social media accounts that are inaccessible in China anyway. Not only those Facebook, Twitter, Google+ and Instagram links will appear broken and wouldn’t even display an icon, they will significantly slow down Chinese landing page loading time.

Ideally, a page loading time should not exceed 5 seconds, although that is often hard to achieve with overseas hosting (more on it below)

#3 Optimize your Chinese landing page loading time

Loading time is almost always an issue for sites hosted outside of China. As long as your company doesn’t have a local business registration – hosting in China is not permitted. The next best option would be to get a hosting in Hong Kong. Some Hong Kong based hosting providers would often advertise “fast China route” options without physically having to host on the Mainland’s servers.

Alibaba Cloud is a popular hosting solution that is cheap and easy to sign up for. However, make sure that you select Hong Kong based servers when buying their hosting package.

#4 Embed videos from local platforms

It is often a good choice to have embedded videos on a landing page, however, if it is a YouTube one – it won’t work in China (YouTube is one of the blocked sites).

The solution is to setup an account on YouKu, Chinese YouTube equivalent, upload your video there and link to it from your Chinese landing page. There is one caveat here however – the video will be preceded by an advertisement and those are notoriously long and can even run for up to 90 seconds. The only way to play videos without pre-roll ads is to sign up for a paid YouKu account. Although not cheap (currently RMB 5,000 per year), it would make sense to purchase if you are planning to host more videos on the platform in the future.

The last tip about the videos – if they are in English, make sure to either provide a Chinese voiceover or, at the very minimum, Chinese subtitles.

#5 Integrate share buttons and links to Chinese social media

If you already have Chinese social media presence on Weibo, YouKu, WeChat or other platforms, make sure to include links to those sites on your Chinese landing page or, in the case of WeChat, display official account’s QR code. This will not only demonstrate to your visitors that you have an established local presence but will also help in getting more followers to your Chinese social media channels.

In case you didn’t yet setup those social media account in China, at least include sharing buttons to Weibo and WeChat.

#6 Localize the contact form

If your Chinese landing page is designed for collecting users’ data, make sure that the contact form is properly translated to Chinese and don’t leave any English field names to avoid confusion.

Also, keep in mind that while your English form may have separate fields for first and last names, Chinese equivalent would typically use just one name field for both the surname (one character) and the given name (one or two characters).

#7 Optimize for mobile

Mobile optimization of a landing page is extremely important for Chinese market as most traffic will come from mobile devices. It’s essential to use responsive design for your Chinese landing page ensuring that it displays correctly on most type of mobile screens.

Once the landing page is displayed on a small mobile screen, it is critical to make sure that most relevant information such as the headline and CTA (call to action) shows up “above the fold” rather than relying on users to scroll down the page.

#8 Test, test, test

Finally, your Chinese landing page is ready to go live and now you can just sit back and relax. If only that was true… The fact is that you can never be 100% sure that your page works correctly unless you, or someone else on your behalf, would test it from within China.

Although, there are some online tools available to test loading speed and accessibility of sites in China, they cannot be relied on completely as they wouldn’t show common display problems, broken links or other errors. Therefore, it is best to have someone to test your Chinese landing page in China using inspector browser option (F12 hotkey in most browsers) to note and record any errors and loading time.

The post 9 Points Checklist for Building Your Chinese Landing Page first appeared on Sampi.co.

The post 9 Points Checklist for Building Your Chinese Landing Page appeared first on Sampi.co.