橙干货｜独立站卖家必看！优化关键页面转化率飙升的5大技巧
<img src="https://mmbiz.qpic.cn/mmbiz_gif/gfV0FhlXakeViaHaOe0Cy7LP44OtaSvqIKH62NQDO8dpTQLVJbCzcUPLYHsdpsrSZvwVNWS0Tibo3uoibqzhrvROg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相信</span><span style="color: black;"><span style="color: black;">每一个</span>卖家都</span><span style="color: black;">遇到过<span style="color: black;">宣传</span>点击率很高，</span><span style="color: black;">且</span><span style="color: black;">钱花了不少，但网站整体转化率并<span style="color: black;">欠好</span>，<span style="color: black;">非常多</span>时候卖家会觉得是选品</span><span style="color: black;">问题</span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">并不</span>然。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">转化率<span style="color: black;">欠好</span>，<span style="color: black;">非常多</span>时候与选品无关</span></strong><span style="color: black;">，还可能是</span><span style="color: black;"><span style="color: black;">由于</span>网站加载时间长<span style="color: black;">引起</span></span><span style="color: black;">的</span><span style="color: black;">高跳出率，<span style="color: black;">或</span>是在下单过程中指引不清晰、用户体验</span><span style="color: black;">感<span style="color: black;">不良</span></span><span style="color: black;">，<span style="color: black;">乃至</span></span><span style="color: black;">还<span style="color: black;">由于</span></span><span style="color: black;">用户<span style="color: black;">已然</span>到了支付页面却</span><span style="color: black;"><span style="color: black;">发掘</span><span style="color: black;">没法</span></span><span style="color: black;">下单。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本期内容，四海<span style="color: black;">尤其</span>邀请到木瓜资深优化师「梁舒婷」老师，</span><span style="color: black;">给<span style="color: black;">大众</span></span><strong style="color: blue;"><span style="color: black;">解答<span style="color: black;">相关</span>独立站优化关键页面的问题，并梳理出一份优化指南</span><span style="color: black;">，</span></strong><span style="color: black;"><span style="color: black;">期盼</span>在新的一年，能够给各位卖家<span style="color: black;">有些</span>启发</span><span style="color: black;">！</span></p>
</span></span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">01</span></strong></span>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">独立站</span></strong></span></span></strong></span></span></strong></span></span></span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">关键页面优化分析</span></strong></span></span></strong></span></span></strong></span></span></span></strong></p>
</span></span></strong></span></h3><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">网站加载时间长，跳出率高</span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;">重点</span><span style="color: black;">表现</span>在：</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1、点击<span style="color: black;">宣传</span>后3秒钟，还<span style="color: black;">无</span>加载出来完整的页面；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2、<span style="color: black;">日前</span>有80%<span style="color: black;">上下</span>的用户<span style="color: black;">运用</span>移动设备进行购买，但网站内容不适配屏幕，<span style="color: black;">例如</span>logo在导航栏会有下沉错位的<span style="color: black;">状况</span>，从而<span style="color: black;">引起</span>部分插件消失。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2a2mjsicXuSGNrsHuYvuJLDWJYuIBnZt8V6aOUIRR1VXiaxShnCZhGtsHg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>图与<span style="color: black;">宣传</span>不一致，落地页里用户找不到<span style="color: black;">宣传</span>图<span style="color: black;">表示</span>的<span style="color: black;">制品</span></span></strong></p><span style="color: black;"><span style="color: black;">重点</span><span style="color: black;">表现</span>在：</span><span style="color: black;">1、做fashion<span style="color: black;">或</span>爆品的卖家，投放<span style="color: black;">制品</span>时<span style="color: black;">运用</span>的模特图款式和<span style="color: black;">实质</span>落地页中的款式不<span style="color: black;">同样</span>，用户很可能会跳出离开；</span><span style="color: black;">2、</span><span style="color: black;">卖家</span><span style="color: black;">经常用<span style="color: black;">制品</span>集合页</span><span style="color: black;"><span style="color: black;">做为</span></span><span style="color: black;">落地</span><span style="color: black;">页</span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">引起</span></span><span style="color: black;">用户在落地页的collection中</span><span style="color: black;">难以</span><span style="color: black;">找到想要的<span style="color: black;">制品</span>，</span><span style="color: black;">失去</span><span style="color: black;">耐心</span><span style="color: black;">而</span><span style="color: black;">跳出。</span><span style="color: black;"><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2anzwbBSndYmNpIJoOtg1pE1vfdvXcXJnH8SVlqXRRGJ2u8XfECO2iasQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">结账指引不清晰</span></strong></p><span style="color: black;"><span style="color: black;">重点</span><span style="color: black;">表现</span>在：</span><span style="color: black;">1、优惠码输入位置不<span style="color: black;">显著</span>，用户不<span style="color: black;">晓得</span><span style="color: black;">怎样</span><span style="color: black;">运用</span>；</span><span style="color: black;">2、结账处优惠金额不<span style="color: black;">显著</span>，例如<span style="color: black;">无</span><span style="color: black;">表示</span><span style="color: black;">详细</span>优惠金额，用户认为价格<span style="color: black;">无</span>优惠；</span><span style="color: black;">3、税费与运费计算错误；</span><span style="color: black;">4、结账过程<span style="color: black;">非常</span>繁复，尤其是新站需要用户注册会员才<span style="color: black;">能够</span>结账。</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2ajqHu3ZqPjiams4a1AEr2e8IHgExAHLNP3CN5vFSImWJROBky17L8OkA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">付款方式有限，<span style="color: black;">无</span>对应的货币</span></strong><span style="color: black;"><span style="color: black;">平常</span>于欧洲、中东、东南亚国家。</span><span style="color: black;"><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2a0zLNWNHVRKDAFvvQO5HrC6TUHxZv3O9t7BhgddGkdibIjXKRkkliaiarQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">02</span></strong></span>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">提高</span>网站及售后体验</span></strong></h3><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户进站体验全链路的优化，<strong style="color: blue;"><span style="color: black;">包含</span>用户体验、服务体验、物流和支付，</strong>从而<span style="color: black;">提高</span>进站用户的转化率，这些都是环环相扣的，直接影响到网站的转化率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户进入网站后，<span style="color: black;">首要</span>会看到首页及<span style="color: black;">宣传</span>落地页。首页最好<span style="color: black;">能够</span>直接<span style="color: black;">表现</span>价值主张，<span style="color: black;">亦</span><span style="color: black;">便是</span>告诉用户该网站到底卖什么，销量最高的商品是什么；<span style="color: black;">同期</span>，在促销打折<span style="color: black;">时期</span>，网站可<span style="color: black;">经过</span>做<span style="color: black;">有些</span>banner来吸引用户点击，值得<span style="color: black;">重视</span>的是，导航栏的视觉设计以及站内的搜索功能非常重要。</span></p><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2awt1NdqFOJ6qjjggrHaHz3x2njt9gmftKYiccsiaw0Ccgam8YyKBXjZuQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span>
</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接下来，<span style="color: black;">咱们</span><span style="color: black;">一块</span><span style="color: black;">瞧瞧</span><strong style="color: blue;">针对<span style="color: black;">每一个</span>页面层的<span style="color: black;">区别</span>问题，到底该<span style="color: black;">怎样</span>优化吧！</strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">质量问题和不符预期</span></strong><span style="color: black;">1、<span style="color: black;">制品</span>存在质量问题；</span><span style="color: black;">2、<span style="color: black;">制品</span></span><span style="color: black;">品质不符合预期；</span><span style="color: black;">3、<span style="color: black;">实质</span><span style="color: black;">运用</span>/效果与<span style="color: black;">照片</span>描述不符。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">尺码不合身</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、顾客容易选错尺码，即使是英语国家在尺码和度量单位上<span style="color: black;">亦</span>有很大差异；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、<span style="color: black;">制品</span><span style="color: black;">实质</span>尺码与尺码表有偏差；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><span style="color: black;">某些部位的尺码不<span style="color: black;">恰当</span>。</span></p><strong style="color: blue;"><span style="color: black;"> 改进<span style="color: black;">意见</span> </span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2aXd4ydx8nicHUwKdA4Vp8BrLTwlia9uuUgUfFcticXz6r11avdLqF7S21w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">履约体验差</span></strong></p><span style="color: black;">1、发货时间过长；</span><span style="color: black;">2、物流慢于预期；</span><span style="color: black;">3、履约过程不透明（用户在网站中<span style="color: black;">查询</span>不到订单信息，不知</span><span style="color: black;">何</span><span style="color: black;">时发货和派送等）；</span><span style="color: black;">4、信息更新不<span style="color: black;">即时</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">售后沟通困难</span></strong></p><span style="color: black;">1、<span style="color: black;">实质</span>售后体验与网站上的说明不符；</span><span style="color: black;">2、沟通困难，回复不<span style="color: black;">即时</span>；</span><span style="color: black;">3、退货退款困难。</span><strong style="color: blue;"><span style="color: black;"> 改进<span style="color: black;">意见</span> </span></strong><span style="color: black;"><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2aweW1sOrCwalibmqVRK2knyu6DEY85rzYMUrWrp1dm2ibFzjaxeicibibvPw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">网站功能和体验<span style="color: black;">不良</span></span></strong><span style="color: black;">1、首页内容凌乱；</span><span style="color: black;">2、购物效率低，难以找到想买的商品；</span><span style="color: black;">3、结账流程繁琐，缺乏信任度。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"> 改进<span style="color: black;">意见</span> </span></strong></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2aH7b4JwTaJpBGuEoBCncCyBiaQRJMIvPjP0QEwVP3iceuTxTIXNkrg89w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
</span></span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">03</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">关键页面优化<span style="color: black;">意见</span></span></strong></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">网站主页</span></strong><strong style="color: blue;"><span style="color: black;">1、站内搜索框：</span></strong><span style="color: black;">搜索框始终置于页面顶端菜单区域；</span><strong style="color: blue;"><span style="color: black;">2、价值主张<span style="color: black;">位置于</span>网页上半部中央位置：</span></strong><span style="color: black;">在顶部菜单和横幅中间列出3个品牌价值主张或卖点，<span style="color: black;">例如</span>新品上市、物美价廉、免运费等；</span><strong style="color: blue;"><span style="color: black;">3、折扣<span style="color: black;">制品</span>/促销标签：</span></strong><span style="color: black;"><span style="color: black;">一般</span><span style="color: black;">位置于</span>横幅下方；</span><strong style="color: blue;"><span style="color: black;">4、客户<span style="color: black;">能够</span>在页脚找到<span style="color: black;">机构</span>信息，</span></strong><span style="color: black;"><span style="color: black;">包含</span><span style="color: black;">位置</span>、联系信息、<span style="color: black;">重点</span>链接和支付信息等</span><span style="color: black;">。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2axaHU68VCIZW1MDaBBAd66ZVKKYQSCANIjD89UP83LibzRCkHO1iazhDA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
</span></span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">品类页</span></strong><strong style="color: blue;"><span style="color: black;">1、<span style="color: black;">保存</span>和主页相同的顶部菜单；</span></strong><strong style="color: blue;"><span style="color: black;">2、筛选栏放在页面左侧或上方：</span></strong><span style="color: black;">筛选项目和品类高度<span style="color: black;">关联</span>，<span style="color: black;">例如</span>：</span><span style="color: black;">颜</span><span style="color: black;">色、尺寸、材质等。</span><span style="color: black;">并且用户筛选时无需离开这个页面；</span><strong style="color: blue;"><span style="color: black;">3、BONUS：</span></strong><span style="color: black;">在品类页面<span style="color: black;">增多</span>“加入购物车”、“加入愿望<span style="color: black;">名单</span>”等按钮<span style="color: black;">能够</span><span style="color: black;">提高</span>订单转化。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">制品</span>页</span></strong></p><strong style="color: blue;"><span style="color: black;">1、清晰简洁的<span style="color: black;">制品</span>描述：</span></strong><span style="color: black;"><span style="color: black;">无</span>语法问题，顾客容易理解，<span style="color: black;">明显</span>关键特点；</span><strong style="color: blue;"><span style="color: black;">2、<span style="color: black;">制品</span>下方<span style="color: black;">是不是</span>有客户<span style="color: black;">评估</span>；</span></strong><strong style="color: blue;"><span style="color: black;">3、<span style="color: black;">制品</span><span style="color: black;">照片</span>生动、可被放大：</span></strong><span style="color: black;"><span style="color: black;">供给</span>多张<span style="color: black;">区别</span><span style="color: black;">方向</span>的<span style="color: black;">制品</span><span style="color: black;">照片</span>，“Lifestyle（生活方式）”<span style="color: black;">照片</span>，即用户正在“<span style="color: black;">运用</span>”<span style="color: black;">制品</span>的<span style="color: black;">照片</span>，<span style="color: black;">例如</span>：</span><span style="color: black;">穿着健身服运动的女生；</span><strong style="color: blue;"><span style="color: black;">4、行动号召（Call to Action）按钮<span style="color: black;">明显</span>、<span style="color: black;">明显</span>：</span></strong><span style="color: black;">例如“ADD TO CART（加购）”——不要让用户<span style="color: black;">错失</span>；</span><strong style="color: blue;"><span style="color: black;">5、追加<span style="color: black;">营销</span>和交叉<span style="color: black;">营销</span>（Upsell and Cross Sell）：</span></strong><span style="color: black;">例如“顾客<span style="color: black;">一般</span>还购买”、“<span style="color: black;">同期</span>购买X<span style="color: black;">制品</span>，享受X%折扣”；</span><span style="color: black;">在<span style="color: black;">制品</span>页展示中，用户<span style="color: black;">评估</span>、配送信息和支持方式都是用户最关注的内容</span><span style="color: black;">，<span style="color: black;">同期</span></span><span style="color: black;"><span style="color: black;">亦</span>要<strong style="color: blue;"><span style="color: black;">提高</span>购物紧迫感的元素<span style="color: black;">移植</span></strong>，<span style="color: black;">表现</span>稀缺性和信任感。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2a9R7cCBy5qrV9jyI5YTic5T3FfVXZwrNpnVibIGKKOAomZNlrBYhiagryQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">同期</span><span style="color: black;">表现</span><strong style="color: blue;"><span style="color: black;">仔细</span>的折扣信息及配送时效性预期</strong><span style="color: black;">亦</span>是至关重要的。</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2a7ytDpgcjzsPeXZruJUv496InF8L55tSIIL2p4cGLYK4IHEkYLYxcvQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">购物车</span></strong></p><strong style="color: blue;"><span style="color: black;">1、购物车图标<span style="color: black;">显著</span>：</span></strong><span style="color: black;">购物车标志通常<span style="color: black;">安置</span>于页面右上方，能清晰<span style="color: black;">表示</span>里面的物品数目；</span><strong style="color: blue;"><span style="color: black;">2、追加<span style="color: black;">营销</span><span style="color: black;">举荐</span>：</span></strong><span style="color: black;"><span style="color: black;">供给</span><span style="color: black;">绑缚</span>购买折扣或“购买该<span style="color: black;">制品</span>的人<span style="color: black;">一般</span>还购买xxx”的追加<span style="color: black;">营销</span><span style="color: black;">举荐</span>；</span><strong style="color: blue;"><span style="color: black;">3、展示信任标志（Secure Checkout）：</span></strong><span style="color: black;">让顾客信任你的网站，<span style="color: black;">安心</span>购买支付；</span><strong style="color: blue;"><span style="color: black;">4、不要让客户<span style="color: black;">转</span>页面：</span></strong><span style="color: black;"><span style="color: black;">倘若</span>必须要让顾客<span style="color: black;">转</span>到另一个页面，<span style="color: black;">例如</span>：</span><span style="color: black;">PayPal，<span style="color: black;">显示</span><span style="color: black;">转</span><span style="color: black;">原由</span>、<span style="color: black;">转</span>页面和其他<span style="color: black;">增多</span>信任度的说明。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▍</span></strong></span><strong style="color: blue;"><span style="color: black;">结算页</span></strong><strong style="color: blue;"><span style="color: black;">1、结算进度提示：</span></strong><span style="color: black;">让顾客知晓距离完成结算还有多少<span style="color: black;">过程</span>，最佳操作是在同一个页面上完成结算；</span><strong style="color: blue;"><span style="color: black;">2、多种配送<span style="color: black;">选取</span>：</span></strong><span style="color: black;"><span style="color: black;">供给</span>加急配送选项并且额外收费；</span><strong style="color: blue;"><span style="color: black;">3、多种支付方式：</span></strong><span style="color: black;">网站上<span style="color: black;">是不是</span><span style="color: black;">包括</span>本地市场最流行的支付方式；</span><strong style="color: blue;"><span style="color: black;">4、返回主页的标志：</span></strong><span style="color: black;">不要把客户锁定在结算页面，<span style="color: black;">倘若</span>此时他们想跳出，<span style="color: black;">能够</span><span style="color: black;">容易</span>点击标志返回。</span><span style="color: black;">美国、英国和澳大利亚最<span style="color: black;">平常</span>的支付方式是银行卡，除此之外e-Wallet和先买后付的支付方式<span style="color: black;">亦</span>值得关注。</span><span style="color: black;"><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2aEnRVEgX9tKgicfU6SvdsXrl9Fx1Le4aMXkUCE3zb6ZlXcbib0o02llDA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
</span></span><strong style="color: blue;"><span style="color: black;">在结账环节应重点关注<span style="color: black;">方便</span>度和支付安全性 </span></strong><strong style="color: blue;"><span style="color: black;">1、<span style="color: black;">基本</span>结账<span style="color: black;">必须</span><span style="color: black;">名单</span></span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">原生界面银行卡支付(no redirects)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如需支付<span style="color: black;">转</span>需提前提示用户(e.g. Paypal etc).</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">优化结账按钮文案(ie “Pay Securely Now”)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">表示</span>结账的<span style="color: black;">过程</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">供给</span>无需登陆的访客支付</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、大促季<span style="color: black;">意见</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">供给</span>快速结账方式Express checkout</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">供给</span>礼品包装</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可让用户<span style="color: black;">选取</span>与账户<span style="color: black;">位置</span><span style="color: black;">区别</span>的配送<span style="color: black;">位置</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">强调折扣信息，省了多少钱</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">供给</span>礼品卡购买和支付， 请<span style="color: black;">保证</span><span style="color: black;">运用</span>体验顺畅</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">在结账页面重申折扣信息，并<span style="color: black;">供给</span>快速结账的入口。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/gfV0FhlXakfOKQ1riaSaVxh799bibuFv2ahqUrcicWJbJ1xkGpbQ1rYVU0dSWx8NQiczKAhk7mNMGscM7L4jhqMdOw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>，<strong style="color: blue;">要<span style="color: black;">准许</span>用户以访客身份结账</strong>，数据<span style="color: black;">表示</span>，<span style="color: black;">倘若</span>被迫先注册，25.6%的在线消费者会放弃购买；</span><span style="color: black;"><span style="color: black;">准许</span>用户<span style="color: black;">运用</span>社交<span style="color: black;">媒介</span>快速注册和登录</span><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据调查，92%<span style="color: black;">倘若</span>不记得用户名或<span style="color: black;">秘码</span>，将放弃购买。</span></p><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">并且<strong style="color: blue;">加入进度条<span style="color: black;">指点</span>用户完成结账<span style="color: black;">次序</span></strong>，优化支付按钮CTA文案传递安全支付的信息， (如“立即安全付款”)。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上<span style="color: black;">便是</span>本期的<span style="color: black;">所有</span>内容，<span style="color: black;">倘若</span>有小伙伴遇到独立站页面优化中的其他问题，欢迎<span style="color: black;">大众</span>在评论区留言讨论哦！</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">木瓜移动深耕跨境行业14年，是Google中国区官方代理商，</span><span style="color: black;">Amazon中国区战略合作伙伴，Meta、TikTok等海外媒介平台中国地区合作伙伴，</span><span style="color: black;"><span style="color: black;">日前</span>已有10000家企业<span style="color: black;">经过</span>木瓜移动的服务及<span style="color: black;">制品</span>实现海外增长。</span></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> <span style="color: black;">她们</span>都在与木瓜移动合作 </span></strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> <span style="color: black;">举荐</span>阅读 </span></strong></span>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">点击阅读原文，</span><strong style="color: blue;"><span style="color: black;"> 立即咨询 </span></strong>
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