3大流量平台10个高转化率详情页案例拆解，8000字总结让高转化率有章可依
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/1iaeCtyO00wrGda5HicHxqH233dvrJDuLlNvL0mjxvibhibhVzicjwpeq56ibpWZXZAfk9uwWXV18ZnW6oUWMVpFtKkw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">导读</span></strong><strong style="color: blue;"><span style="color: black;">：</span></strong></span><span style="color: black;">本篇想从微观层面解构高转化率详情页<span style="color: black;">必须</span><span style="color: black;">重视</span>的核心事项，<span style="color: black;">期盼</span><span style="color: black;">大众</span>花5分钟时间阅读，照着实操就能让自己的<span style="color: black;">宣传</span>投放的线索转化率有大幅<span style="color: black;">提高</span>。</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;">正文</span></strong></p><span style="color: black;">作者：得米</span><span style="color: black;"><span style="color: black;">源自</span>：<span style="color: black;">艾奇SEM（</span><span style="color: black;">CMOcollege）</span></span><span style="color: black;"><span style="color: black;">这次</span>分享会<span style="color: black;">供给</span>多个经过<span style="color: black;">海量</span>流量<span style="color: black;">长时间</span>验证过的高转化率的<span style="color: black;">宣传</span>详情页，<span style="color: black;">经过</span>现象透视高转化率页面<span style="color: black;">背面</span>存在的共性特征，抓住本质，让转化有迹可循。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个年投放预算超过2000万，投放团队超过5人以上规模的企业都有必要<span style="color: black;">创立</span>自己的核心投放<span style="color: black;">规律</span>模型，数据管理优化SOP，<span style="color: black;">倘若</span><span style="color: black;">此刻</span>的项目数据完全依赖一两个优秀的投手做支撑，万一哪天这两个优秀的投手离职对<span style="color: black;">机构</span>的发展将是毁灭性的，<span style="color: black;">况且</span>会<span style="color: black;">持续</span>重复数据下跌和恢复数据的死循环中，团队的整体发展水平是停滞的；</span><span style="color: black;">而<span style="color: black;">一样</span>在承接流量的详情页转化层面仍然是<span style="color: black;">能够</span>依靠<span style="color: black;">恰当</span>的机制实现工业化生产高转化率页面的可能性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">要工业化<span style="color: black;">寓意</span>着<span style="color: black;">必要</span>将详情页这种非标品<span style="color: black;">经过</span>定义特征标签、拆解模块尽可能的标准化，依据<span style="color: black;">长时间</span><span style="color: black;">累积</span>的<span style="color: black;">海量</span>投放素材分析出高转化率详情页面的特征和<span style="color: black;">重点</span>共性就<span style="color: black;">能够</span>让<span style="color: black;">提高</span>转化率变得有章法。<span style="color: black;">这次</span>先对详情页核心转化要素<span style="color: black;">形成</span>进行拆分，针对<span style="color: black;">每一个</span>要素提出<span style="color: black;">有些</span>科学优化的见解，后期有机会再分享关于<span style="color: black;">怎样</span>批量化生产高转化率的详情页，<span style="color: black;">创立</span>属于项目本身的高转化率素材库。</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;">咱们</span><span style="color: black;">首要</span>将一个非标准化的详情页<span style="color: black;">经过</span>模块化拆分尽可能的标准化，如下图所示一个详情页<span style="color: black;">重点</span><span style="color: black;">形成</span>应该<span style="color: black;">包括</span>这几个部分：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASmBia5MoFicf4gN9m7qPAkOIicianBkInibnh10n1kppCL8IaGpqicPGHBd2Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个详情页<span style="color: black;">能够</span>简化为：banner图+多个单屏页面<span style="color: black;">构成</span>的正文+底部吸底转化组件，外加整体页面的排版布局，设计风格和色彩搭配。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">高转化率的banner图<span style="color: black;">必须</span>具备的元素</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1） <strong style="color: blue;"><span style="color: black;">制品</span>定位</strong>，阐明我是做什么的，衔接前端流量，做好流量-外层创意-内层着陆页面<span style="color: black;">关联</span>性</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2） <strong style="color: blue;">核心<span style="color: black;">优良</span></strong>，<span style="color: black;">明显</span>核心卖点，我的核心<span style="color: black;">优良</span>是什么→对应到访客端，这个页面<span style="color: black;">是不是</span>和我需求强<span style="color: black;">关联</span>，<span style="color: black;">是不是</span>有能力满足我的需求<span style="color: black;">或</span><span style="color: black;">处理</span>我的核心问题</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3）<strong style="color: blue;"> 信任状</strong>，页面上呈现的信息<span style="color: black;">是不是</span>足够可信，<span style="color: black;">创立</span>信任的方式有：利用权威背书、从众效应、网友好评、高销量、先进工艺等等</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4）<strong style="color: blue;"> 辅助卖点</strong>，多个维度和层面佐证和巩固<span style="color: black;">咱们</span><span style="color: black;">制品</span>或服务的核心卖点和<span style="color: black;">优良</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下面<span style="color: black;">咱们</span>从几个典型案例来体会高转化率banner图的四个要素策划技巧：</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;">banner图案例</span></strong><span style="color: black;"> ①</span></span><span style="color: black;">：百度搜索品牌专区流量承接页面的banner图</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASxbhYvgB2AjlkujymGyspfwicY7MpicsicficoInznlWjRb3iclibcb53Y9OQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是小米手机官网的banner图</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;"><span style="color: black;">制品</span>定位</span></strong><span style="color: black;">：小米6手机</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;">核心卖点</span></strong><span style="color: black;">：变焦双摄，拍人更美</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;">辅助卖点</span></strong><span style="color: black;">：骁龙835处理器，5.15”护眼屏，四曲面陶瓷/玻璃</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;">大众</span>可能会好奇<span style="color: black;">为何</span><span style="color: black;">无</span>信任状这个部分，这是<span style="color: black;">由于</span>小米手机本身<span style="color: black;">已然</span>是一个<span style="color: black;">百姓</span>级<span style="color: black;">制品</span>了，用户对他的认知度极高，<span style="color: black;">经过</span>引入权威来<span style="color: black;">创立</span>信任就<span style="color: black;">显出</span>不是<span style="color: black;">那样</span>重要了。</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;">banner图案例②</span></strong></span><span style="color: black;">：淘宝直通车流量承接页面banner图</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASbbF7sAZeI3B78UVBPg0ur6F0yM19Xgq7nHdLlVfjW72FG7hnH9GKlw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是一个汽车应急<span style="color: black;">起步</span>电源的<span style="color: black;">制品</span>，它的banner图除了<span style="color: black;">制品</span>定位、核心卖点、辅助卖点之外<span style="color: black;">必要</span>要素之外还引入了信任状，<span style="color: black;">经过</span>权威来转嫁信任感到<span style="color: black;">自己</span><span style="color: black;">制品</span>上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个应急<span style="color: black;">起步</span>电源访客两个核心关注点：极寒低温室外环境是否<span style="color: black;">能够</span>稳定发挥<span style="color: black;">功效</span>？<span style="color: black;">制品</span>本身安全性能<span style="color: black;">怎样</span>？而“南极“”美国科考队”<span style="color: black;">必须</span>应急电源就做了很好的背书，<span style="color: black;">极重</span>的<span style="color: black;">提高</span>了<span style="color: black;">制品</span>信任度，让用户对<span style="color: black;">制品</span><span style="color: black;">创立</span>起了<span style="color: black;">很强</span>的信任和<span style="color: black;">自信心</span>，给了用户想继续<span style="color: black;">认识</span>下去的理由。</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;">banner图案例③</span></strong></span><span style="color: black;">：常规SEM<span style="color: black;">宣传</span>行业关键词流量承接页面banner图</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASjDibnYc3xUW3QQTCiaJ01cz19ElPJp7ibEGfoRaKraYDTVIa3giawHS5cg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;"><span style="color: black;">制品</span>定位</span></strong><span style="color: black;">：中小学在线辅导</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;">辅助卖点</span></strong><span style="color: black;">：10000+教研团队 1800万+注册学员 学员覆盖全国600+省市县</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;">信任感</span></strong><span style="color: black;">：以一个集演员、作家、歌手、《非诚勿扰》嘉宾主持多种标签和光环于一身的黄磊<span style="color: black;">做为</span>品牌形象代言人，<span style="color: black;">经过</span>明星的光环效应<span style="color: black;">创立</span>用户对<span style="color: black;">制品</span>的信任感</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;">banner图案例④</span></strong></span><span style="color: black;">：常规SEM<span style="color: black;">宣传</span>对比<span style="color: black;">周期</span>关键词流量承接页面banner图</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASTDSp3UtmiaTMPIdQbEPkBrmjJDPX8IwoibiaQbNBCPvMFjSZnl2hzZYpA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;"><span style="color: black;">制品</span>定位</span></strong><span style="color: black;">：钢琴陪练&<span style="color: black;">照片</span>形式展示上课场景，直观让用户知晓自己的业务，与流量做好<span style="color: black;">关联</span>性承接</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;">核心卖点</span></strong><span style="color: black;">：比别的<span style="color: black;">孩儿</span><span style="color: black;">加强</span>一级少花2.6个月时间</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;">辅助卖点</span></strong><span style="color: black;">：3合1钢琴陪练 6层严选老师 CCTV优选品牌</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">信任状：已累计钢琴陪练698897小时，<span style="color: black;">经过</span>巧用数字<span style="color: black;">提高</span><span style="color: black;">公司</span>办学历史悠久，专业度高，它和“瓜子二手车直卖网，成交量已遥遥领先”、“在中国每卖10台油烟机,就有6台老板牌!连续15年全国销量领先”、“香飘飘——杯装奶茶开创者,连续六年销量领先。一年卖出七亿多杯,连起来可绕地球两圈”是异曲同工。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不要觉得这些<span style="color: black;">宣传</span>语俗气，这么多大厂商一致沿用直到被国家工商总局叫停足以证明它的效果威力确实强，有人调侃<span style="color: black;">无</span>出<span style="color: black;">宣传</span>语之前<span style="color: black;">实质</span><span style="color: black;">制品</span>销量可能真的<span style="color: black;">通常</span>，一顿<span style="color: black;">宣传</span>洗脑、轰炸之后销量可能真就相比同行遥遥领先了。</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;">然则</span><span style="color: black;">这儿</span>要强调的是，<span style="color: black;">咱们</span>在策划<span style="color: black;">宣传</span>创意文案时并非脱离事实的严重夸大，营销性文案是<span style="color: black;">创立</span>在客观现实环境中，以<span style="color: black;">实质</span><span style="color: black;">状况</span>为依据进行适当渲染，旨在更<span style="color: black;">有效</span>的表达和拉近用户与<span style="color: black;">制品</span>的距离，而非过度夸大、随意捏造虚假繁荣假象，一旦用户感受到被<span style="color: black;">诈骗</span>、信任体系崩塌，二次<span style="color: black;">创立</span>信任将是首次<span style="color: black;">创立</span>信任难度的10倍还多。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASkbknbYasZ7Gib545dic0NVQU7DzcwFdneIfhXZ2Fc9P4VpL4ibFKRiaiafA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▶ </span><strong style="color: blue;"><span style="color: black;">高</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">转化率banner图核心要点总结：</span></strong></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;">制品</span>定位：详情页肩负着承接<span style="color: black;">外边</span><span style="color: black;">各样</span>高低意向、多维度层次需求，<span style="color: black;">必定</span>要在用户打开页面的1秒钟告诉用户自己是做什么的，做好用户需求-外层创意-内层详情页的<span style="color: black;">关联</span>性，<span style="color: black;">关联</span>性差<span style="color: black;">或</span>衔接不到位用户就会跳出。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">核心<span style="color: black;">优良</span>：如果确实在某个层面有远远领先对手的<span style="color: black;">优良</span><span style="color: black;">或</span>卖点<span style="color: black;">必定</span>要加上，<span style="color: black;">倘若</span><span style="color: black;">无</span><span style="color: black;">能够</span>省去这一要素</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">辅助卖点：辅助卖点是站在用户需求<span style="color: black;">方向</span>出发对<span style="color: black;">制品</span>进行多维度的剖析，提炼出最具价值的几项卖点来进一步巩固<span style="color: black;">制品</span>或服务在用户心中的地位，打消用户的疑虑，<span style="color: black;">处理</span>用户的痛点</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">信任感：除了极具号召力和影响力的品牌，大<span style="color: black;">都数</span><span style="color: black;">制品</span><span style="color: black;">或</span>服务都<span style="color: black;">必须</span><span style="color: black;">经过</span>权威、从众效应来<span style="color: black;">创立</span>用户与<span style="color: black;">制品</span><span style="color: black;">或</span>服务之间的信任桥梁，<span style="color: black;">无</span>强大的信任支撑最后用户永远大概率是“十动然拒”，客户迟迟犹豫<span style="color: black;">不愿</span>留下线索<span style="color: black;">或</span>付款下单。</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;">另一</span>banner图上还有一个极其重要的元素<span style="color: black;">便是</span>行动号召，<span style="color: black;">必定</span>要在banner图上设置<span style="color: black;">显著</span>、访客容易触及的转化通道按钮（在线咨询、注册表单、400<span style="color: black;">tel</span>等），详情页的每一屏<span style="color: black;">乃至</span>每一个细小的位置都承担着转化用户的终极<span style="color: black;">目的</span>，能在首屏转化就不要人为延长转化路径将用户拉到第二屏、第三屏，转化路径越长不确定<span style="color: black;">原因</span>便在<span style="color: black;">连续</span><span style="color: black;">增多</span>、用户的意向程度<span style="color: black;">亦</span>在呈现小幅度衰减。</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;">咱们</span>在与设计师沟通中，经常会存在<span style="color: black;">有些</span>认知冲突，设计师觉得页面过于扁平化、按钮太过<span style="color: black;">明显</span>影响页面美感和用户体验，关于这个问题<span style="color: black;">做为</span><span style="color: black;">宣传</span>投放优化师应该<span style="color: black;">保持</span>以终为始清楚<span style="color: black;">宣传</span>投放的核心目的即：留下线索→转化成流水，那又<span style="color: black;">怎样</span>做好转化率与用户体验的平衡呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实<span style="color: black;">能够</span>这么去看，优化师生产、策划好的文案、创意素材是为了更<span style="color: black;">有效</span>的转化用户来消费<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>，而不是消耗<span style="color: black;">宣传</span>预算让用户消费<span style="color: black;">咱们</span>的创意、文采本身；转化率足够高<span style="color: black;">便是</span>好的详情页，<span style="color: black;">便是</span>用户体验好的页面，用数据来做平衡。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASgyddUxoE4Tfru49ls2K5J9qNiaOsajugVfACByoZ3Ve82tcticHd3UVA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">详情页正文<span style="color: black;">详细</span>每一屏<span style="color: black;">包括</span><span style="color: black;">那些</span>元素，<span style="color: black;">怎样</span>策划转化率高？</span></strong></span><span style="color: black;">详情页正文中每一屏的内容<span style="color: black;">重点</span><span style="color: black;">包括</span>：</span><span style="color: black;">①文案大标题</span><span style="color: black;">②小标题 </span><span style="color: black;">③文案配图</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> ④行动号召-CTA转化按钮。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大标题必不可少，小标题是对大标题的解释和说明，<span style="color: black;">针对</span>部分铺垫性内容板块，<span style="color: black;">倘若</span>大标题意图<span style="color: black;">已然</span>传达相当<span style="color: black;">知道</span>，<span style="color: black;">此时</span>候小标题就<span style="color: black;">能够</span>省略；文案配图，这是一个读图的时代，文案配图必不可少，它有助于<span style="color: black;">提高</span>访客<span style="color: black;">拜访</span>深度、降低访客阅读<span style="color: black;">海量</span>文字的压力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下面仍然<span style="color: black;">经过</span><span style="color: black;">实质</span>案例逐一讲解<strong style="color: blue;">文案标题-配图-行动号召转化按钮设置<span style="color: black;">必须</span><span style="color: black;">重视</span><span style="color: black;">那些</span>事项？</strong></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;">首要</span>文案标题要遵循经典的“<strong style="color: blue;">金字塔原理</strong>”表达方式。</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;">咱们</span>刚进入职场的时候都听过这么一个故事，讲的是有一次麦肯锡的项目小组给客户的总裁开项目<span style="color: black;">报告</span>会，会议准备就绪之时突发总裁有急事急需离开，于是邀请麦肯锡项目负责人同乘坐电梯，在电梯里<span style="color: black;">报告</span>下该项目的<span style="color: black;">重点</span><span style="color: black;">状况</span>，而从乘坐电梯到一楼之间总计几十秒的时间，这个项目负责人<span style="color: black;">亦</span>就<span style="color: black;">无</span>说清楚<span style="color: black;">详细</span><span style="color: black;">状况</span>，后来<span style="color: black;">引起</span>麦肯锡失去了跟这个客户的合作关系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而<span style="color: black;">经过</span>这个老掉牙的故事我<span style="color: black;">发掘</span>其实我们的<span style="color: black;">宣传</span>详情页每屏<span style="color: black;">亦</span>基本符合这个30秒故事的情景，<span style="color: black;">咱们</span><span style="color: black;">此刻</span>大<span style="color: black;">都数</span>的PC<span style="color: black;">或</span>移动详情页几乎都<span style="color: black;">掌控</span>在5-8屏，<span style="color: black;">乃至</span>4-5屏之间，<span style="color: black;">由于</span>后边你做再多，利用网站热力图监测工具<span style="color: black;">发掘</span>，等第五屏以后用户的触达率<span style="color: black;">已然</span>剩下不到25%了，绝大<span style="color: black;">都数</span>用户在第五屏还没完成转化的话，大概率就<span style="color: black;">已然</span>流失了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而一个优秀的详情页总计停留时间<span style="color: black;">通常</span>都维持在3分半以内，这<span style="color: black;">寓意</span>着平均单屏的停留极限时间<span style="color: black;">便是</span>30秒，<span style="color: black;">怎样</span>在30秒之内留住访客，把文案意图传达清楚，就<span style="color: black;">必须</span><span style="color: black;">咱们</span>改变传统随意撰写文案、平铺直述的表达方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而<span style="color: black;">全世界</span>畅销书以<span style="color: black;">有效</span>表达著<span style="color: black;">叫作</span>的《金字塔原理》旨在<span style="color: black;">意见</span><span style="color: black;">大众</span>上来就讲你的结论，<span style="color: black;">因此呢</span>详情页文案大标题与小标题要遵循先总结后<span style="color: black;">详细</span>，先总结后<span style="color: black;">原由</span>再举例力证事实，面对结论先行的标题，人的大脑会迎合金字塔顶端的信息，主动去下方寻找支持该结论的依据，有利于大幅<span style="color: black;">加强</span>表达和说服效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASGP17ktgv6vBPO37FjvKeLpxvJ11fap6TgYWkDvAUwJKOpSYsticoiamQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">实质</span><span style="color: black;">表率</span>性案例如下：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASDRxvgWaImjJFiaFfsMNOCpoCZCWjD0AdrN3I9eCfhHMsfm742jnqSYw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是《超级转化率》作者陈勇为花点时间策划的一个电商详情页。</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;">大标题直接表达结论</span></strong><span style="color: black;">：花点时间平台售卖的鲜花的花种大多均源自于海外进口，品质好；</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;">小标题表达<span style="color: black;">原由</span><span style="color: black;">亦</span><span style="color: black;">便是</span>大标题结论的产生依据：</span></strong><span style="color: black;">花点时间81.6%的花种均来自荷兰、哥伦比亚等国（荷兰被誉为鲜花之国，郁金香是荷兰的国花，盛产<span style="color: black;">各样</span><span style="color: black;">宝贵</span>鲜花）足以说明它的品质，最后底部批注（批注<span style="color: black;">通常</span>附加在配图上<span style="color: black;">或</span>以更小的字体<span style="color: black;">做为</span>小标题的一部分）再举例证明SAKATA世界著名的花卉育种<span style="color: black;">机构</span>等让支撑结论产生的依据更加翔实和<span style="color: black;">详细</span>；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是一个标准化高转化率页面中<span style="color: black;">详细</span>每一屏内的文案内容撰写<span style="color: black;">必须</span>遵循的表达<span style="color: black;">规律</span>，<span style="color: black;">倘若</span>你不想深究金字塔原理只想简单理解和运用这项表达技巧的话更<span style="color: black;">意见</span><span style="color: black;">大众</span>看李忠秋写的《结构思考力》，结构思考力算是结合中文的语境和表达提炼出的一版中文版的金字塔原理，书本很薄浓缩了金字塔原理的精华更易读和实践。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASVmNGBrbU1rzuycw5PM0kYiae1RibfjFOBiaSRKz8aiaLYGBwNn5D3ukAicQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">咱们</span>在用结构思考力书中的表达<span style="color: black;">规律</span>模型阐述下<span style="color: black;">详细</span>每屏内的文案撰写<span style="color: black;">规律</span>：先说论点（大标题）→再说论据（小标题）&再加举例证明。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说完主文案部分<span style="color: black;">咱们</span>再说配图，配图绝非只是一个占位符，网上随意找一个美女模特<span style="color: black;">或</span>办公电脑<span style="color: black;">安排</span>，配图是更高一级的文案，来加持<span style="color: black;">咱们</span>完成说服的工作，一个优秀的配图是文字性文案的催化剂，能辅助文案更好的表达，<span style="color: black;">尤其</span>是SEM、信息流<span style="color: black;">宣传</span><span style="color: black;">都数</span>是虚拟服务并非真实的<span style="color: black;">理学</span><span style="color: black;">制品</span>，做好配图能让用户“所见即所得、眼见为实”，能更真实的触达用户和<span style="color: black;">帮忙</span>用户理解和感受<span style="color: black;">咱们</span>的意图，用户<span style="color: black;">没法</span>理解和感受文案意图传达<span style="color: black;">便是</span>失败的，<span style="color: black;">咱们</span>用两个案例来感受下文案配图的价值和重要<span style="color: black;">道理</span>。</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;">案例1如下：</span></strong><strong style="color: blue;"><span style="color: black;">配图<span style="color: black;">怎样</span>帮文案说话，助力文字更好表达</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASF58rVvRo5F0RibY99TROWSibS65qo2fb0SFn73jwA1642kd7mvooo3xw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是我之前策划的一个安全工程师考试培训项目“挖痛”环节的一屏页面，当时遇到竞争对手价格战、大肆宣传<span style="color: black;">不外</span>退费，拿着去年<span style="color: black;">乃至</span>前年不契合考纲新变化的录制课程售卖，课程价格<span style="color: black;">已然</span>低到<span style="color: black;">没法</span>COVER行业基本<span style="color: black;">教育</span>成本<span style="color: black;">况且</span>还承诺<span style="color: black;">不外</span>退费，<span style="color: black;">非常多</span>考生听闻趋之若鹜，对<span style="color: black;">咱们</span>的后端成交产生了不小冲击。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从图中的文案配图你会<span style="color: black;">发掘</span>每一张配图都是经过精心设计和文案意图相呼应的，文字部分：肆意的低价-→对应配图“白菜价”会让访客<span style="color: black;">认识</span>到便宜没好货；配图2的“填鸭式”<span style="color: black;">教育</span>将照本宣科几个字表达的更加形象，假如<span style="color: black;">此刻</span>给你一个关于中国教育的思与辨的命题作文，我想<span style="color: black;">非常多</span>人<span style="color: black;">文案</span>中会<span style="color: black;">显现</span>“填鸭式”这几个字，关于中国教育的看法对与不对不重要，重点在于<span style="color: black;">大众</span>谈到教育<span style="color: black;">或</span>课程的<span style="color: black;">坏处</span>端都会想到“填鸭式”这三个字，<span style="color: black;">那样</span>配图就达<span style="color: black;">成为了</span><span style="color: black;">有效</span>率的表达，触及用户，让用户理解的目的。</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;">案例2如下</span></strong><span style="color: black;">：</span><strong style="color: blue;"><span style="color: black;">配图能<span style="color: black;">提高</span>和塑造<span style="color: black;">制品</span>的价值感，使之与同行同质化的<span style="color: black;">制品</span>区隔开来</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;">咱们</span>假设隔壁老王和村头二狗同在一片海域捕捞的皮皮虾，<span style="color: black;">而后</span>两家分别放在京东商城进行线上推广<span style="color: black;">营销</span>。隔壁老王的皮皮虾详情页部分内容如下：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIERcLFfibTnCIqjU5IvUujASvfR0vVsZBTBgOUaBicbteJtPeA6bbYgSTQc5sx8MIdlyibIpzjrbyMTg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">村头二狗家的京东商城线上详情页如下：</span></p>
<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>
<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>你属于一个经济上相对宽裕，<span style="color: black;">无</span>精打细算、讨价还价习惯的消费人群，并且熟知皮皮虾的行情价为每斤50块钱，老王家店每斤售价60，二狗家店售价45块钱，你在看了两家详情页对比之后购买时会<span style="color: black;">选取</span>哪家呢，我相信大<span style="color: black;">都数</span>人大概率会<span style="color: black;">选取</span>老王家的店购买，<span style="color: black;">况且</span>当你买回家和家人享用的的时候，还会不由自主的说一句：唉，你别说，这60块钱一斤的皮皮虾，这味道吃着<span style="color: black;">便是</span>和普通皮皮虾不<span style="color: black;">同样</span>哈。</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;">咱们</span>再谈一下进行完系列说服完成动作之后的临门一脚<span style="color: black;">亦</span><span style="color: black;">便是</span><strong style="color: blue;">行动号召转化按钮<span style="color: black;">怎样</span>设置<span style="color: black;">能够</span>让转化率更高？</strong></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;">怎样</span>让访客立刻行动（点击咨询、填写表单、拨打400<span style="color: black;">tel</span>）呢？<span style="color: black;">这儿</span><span style="color: black;">必要</span>要为<span style="color: black;">大众</span>介绍下一个消费者行为学经典理论：福格模型，它由斯坦福说服力科技实验室的<span style="color: black;">专家</span>福格（BJ Fogg）提出，福格模型<span style="color: black;">显示</span>一个<span style="color: black;">行径</span>/行动要得以产生，行动的人<span style="color: black;">首要</span><span style="color: black;">必须</span>有进行这项<span style="color: black;">行径</span>的动机和付诸于实施这个行动的能力，<span style="color: black;">况且</span><span style="color: black;">同期</span>有触发其行动的触发器来提醒的时候，这个<span style="color: black;">行径</span>/行动（点击咨询按钮<span style="color: black;">或</span>填写表单等）<span style="color: black;">最后</span>才会<span style="color: black;">出现</span>。关于这个模型<span style="color: black;">亦</span><span style="color: black;">能够</span>看《上瘾》这本书。</span></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">关于动机：</span></strong><span style="color: black;">动机是用户在期待某种<span style="color: black;">报答</span>时而采取行动的最直接<span style="color: black;">原由</span></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;">关于能力：</span></strong><span style="color: black;">用户产生<span style="color: black;">行径</span>/行动<span style="color: black;">必须</span>付出的成本（<span style="color: black;">包含</span>时间成本、金钱成本、体力成本、学习-思考成本）等，付出的这个<span style="color: black;">行径</span>越简单、越容易、不耗费金钱成本、<span style="color: black;">无</span><span style="color: black;">危害</span>用户越愿意行动</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;">触发：</span></strong><span style="color: black;"><span style="color: black;">促进</span>用户马上行动的诱因和刻意提醒</span></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>用上面这张图来更形象的理解福格模型，在触发无效区：用户的动机越低、付出行动的难度越大，产生行动的可能越小。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我从百度搜索随意点击了一个<span style="color: black;">日前</span>正在进行SEM<span style="color: black;">宣传</span>投放的PC端详情页，这<span style="color: black;">便是</span>一个典型的<span style="color: black;">处在</span>触发无效区的行动号召：</span></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">动机不足，能力不足且缺失触发的行动号召，单看转化按钮不<span style="color: black;">晓得</span>免费获取<span style="color: black;">能够</span>获取什么。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上面<span style="color: black;">咱们</span><span style="color: black;">说到</span>用户<strong style="color: blue;">期待某种<span style="color: black;">报答</span></strong>是产生行动的直接<span style="color: black;">原由</span>，即使板块顶部有获取报价的信息，在撰写转化按钮文案时<span style="color: black;">亦</span><span style="color: black;">意见</span>写<strong style="color: blue;">用户点击按钮以后<span style="color: black;">能够</span>获取什么</strong>，能更大程度<span style="color: black;">增多</span>其行动的动机，而这个案例图深层次的问题是这个表单设置严重降低了用户行动的能力，让用户填写其真实姓名的难度要远远大于获取用户的手机号。</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;">另一</span><span style="color: black;">非常多</span>楼盘名<span style="color: black;">叫作</span>其实非常难输入，像“浐灞”、“泰晤士运河东棠”等等这是我随便打开安居客看到的两个楼盘名<span style="color: black;">叫作</span>，<span style="color: black;">大众</span><span style="color: black;">能够</span>用手机输入法体验下输入这两个楼盘看会有多少人放弃填写这个表单，<span style="color: black;">运用</span>暗灰色的按钮呈<span style="color: black;">此刻</span><span style="color: black;">全部</span>页面中几乎被用户在浏览过程中忽略掉，起不到触发的<span style="color: black;">功效</span>。即便是<span style="color: black;">咱们</span>的客户<span style="color: black;">尤其</span>多，像<span style="color: black;">经过</span><span style="color: black;">增多</span>表单选项来筛选过滤掉部分低意向的用户，<span style="color: black;">运用</span>图中的填写表单<span style="color: black;">亦</span>是非常不可取的。</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;">而后</span><span style="color: black;">咱们</span>再<span style="color: black;">运用</span>一个正面的案例来加深<span style="color: black;">大众</span>对福格模型的理解和运用：</span></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">动机：</span></strong><span style="color: black;">用户<span style="color: black;">为何</span>要行动（点击咨询）<span style="color: black;">由于</span>他咨询<span style="color: black;">能够</span>获取到某种<span style="color: black;">报答</span>即<span style="color: black;">认识</span>离他家<span style="color: black;">近期</span>的校区，<span style="color: black;">因此</span>按钮上的文案<span style="color: black;">必定</span>要<span style="color: black;">表现</span>用户行动（点击按钮）后的<span style="color: black;">得到</span>感，像点击免费领取价值1000元的试听礼包、留言区前五名送该篇<span style="color: black;">文案</span><span style="color: black;">举荐</span>的书籍其中一本本质上都是在<span style="color: black;">增多</span>用户行动（去留言区留言）的动机，它比单纯冰冷的点击查看、点击咨询<span style="color: black;">实质</span>效果要好的多，<span style="color: black;">非常多</span>微观的转化率低叠加<span style="color: black;">最后</span><span style="color: black;">引起</span>了<span style="color: black;">咱们</span>整体页面的转化率偏低的<span style="color: black;">状况</span>。</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;">能力</span><span style="color: black;">：</span></strong><span style="color: black;">在<span style="color: black;">咱们</span>进行电脑端阅读时<span style="color: black;">咱们</span>的光标<span style="color: black;">常常</span>始终<span style="color: black;">处在</span>当前页面的右侧下方位置，手机端手指会<span style="color: black;">处在</span>当前屏幕的右下方位置，<span style="color: black;">因此呢</span><span style="color: black;">咱们</span>的行动号召转化按钮<span style="color: black;">亦</span>是设置在了当前浏览页面的右下方，用户最容易<span style="color: black;">容易</span>触及到的<span style="color: black;">地区</span>，<span style="color: black;">增多</span>了用户产生行动的能力。</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;">触发</span></strong><span style="color: black;">：<span style="color: black;">通常</span><span style="color: black;">咱们</span><span style="color: black;">意见</span>转化按钮的颜色<span style="color: black;">必要</span>和页面主题色产生<span style="color: black;">显著</span>的对比，时刻提醒用户在有需求、有意向的时候立刻与<span style="color: black;">咱们</span><span style="color: black;">出现</span>关系（点击咨询<span style="color: black;">或</span>填写表单），<span style="color: black;">况且</span>按钮要足够大且<span style="color: black;">明显</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在我之前给<span style="color: black;">咱们</span>的实习生讲解页面优化迭代的时候，她很疑惑的说：页面侧边栏有转化按钮啊、按钮放在居中<span style="color: black;">或</span>左侧<span style="color: black;">亦</span>很容易点击啊。<span style="color: black;">然则</span>我想说<span style="color: black;">咱们</span><span style="color: black;">非常多</span>时候页面转化率<span style="color: black;">提高</span>到<span style="color: black;">必定</span>层次始终迭代页面转化率<span style="color: black;">便是</span><span style="color: black;">无</span>太大变化，<span style="color: black;">便是</span><span style="color: black;">由于</span><span style="color: black;">咱们</span><span style="color: black;">无</span>真正站在用户当时的浏览环境中去思考，页面上每屏都有点击咨询的按钮，<span style="color: black;">然则</span>用户不<span style="color: black;">晓得</span>它<span style="color: black;">为何</span><span style="color: black;">必要</span>要咨询，<span style="color: black;">另一</span><span style="color: black;">无</span>足够的触发，用户<span style="color: black;">常常</span>聚焦点只停留在文字本身<span style="color: black;">而后</span>看完就走了，当你将每一个微观层面的设置都做到极致时，每一个0.5%的转化率<span style="color: black;">提高</span>累计起来拉长周期数据去看，数据会产生质的改变。</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;">咱们</span>再看一遍上面的福格模型曲线图，再举一个例子加深对此概念的认知，即使<span style="color: black;">咱们</span>的详情页在福格模型中给用户的能力不足，<span style="color: black;">然则</span>用户的动机足够高的话，仍然是<span style="color: black;">处在</span>触发有效区的，<span style="color: black;">最后</span>仍然会<span style="color: black;">引起</span>行动的产生。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再附上一个案例图：</span></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是我的一个<span style="color: black;">伴侣</span>（<span style="color: black;">无</span>“无中生友”真的）闲暇浏览的一个网站部分截图，你会<span style="color: black;">发掘</span>这个网站满屏都是<span style="color: black;">宣传</span>加<span style="color: black;">各样</span>闪动的弹窗，想点击播放视频极其困难，网站设计严重降低了用户行动的能力，<span style="color: black;">然则</span><span style="color: black;">由于</span>用户的动机足够高，他仍然能支撑用户完成一次又一次的行动（点击播放视频），<span style="color: black;">况且</span>谷歌旗下<span style="color: black;">宣传</span>商Doubleclick数据<span style="color: black;">显示</span>，该类网站每月<span style="color: black;">全世界</span><span style="color: black;">拜访</span>量44亿次的前提下，平均停留时间达14分钟以上，平均点击播放量8次以上。</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;">总结：</span><span style="color: black;">要让行动号召-转化按钮更有效，<span style="color: black;">必定</span>要让用户<span style="color: black;">处在</span>触发有效区，<span style="color: black;">增多</span>用户的行动动机，<span style="color: black;">提高</span>用户行动的能力，并<span style="color: black;">经过</span>触发<span style="color: black;">持续</span>提醒用户<span style="color: black;">即时</span>采取行动。</span></strong></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当科学的完成banner图文案设计、每一屏内大标题文案、小标题文案、文案配图、行动号召转化按钮的科学设置，并<span style="color: black;">根据</span>这个方向<span style="color: black;">持续</span>迭代测试寻求最优的转化率数据时，你距离高转化率详情页<span style="color: black;">已然</span>完<span style="color: black;">成为了</span>70%，最后<span style="color: black;">咱们</span>再讲一讲剩下的30%转化率<span style="color: black;">提高</span>空间：那<span style="color: black;">便是</span>页面整体排版和布局，主题配色和风格。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当你正文的文案和配图<span style="color: black;">已然</span>具备很强的说服力时，<span style="color: black;">此时</span>候你<span style="color: black;">必须</span>将页面的banner图颜色和表现形式、页面主题色、个别板块的排版分别进行A/B测试，在测试<span style="color: black;">时期</span><span style="color: black;">保准</span>原有的文字内容本身不做改动，你会<span style="color: black;">发掘</span><span style="color: black;">由于</span>改版了一个banner配图，更换了一个主题色，调换了正文某块文案的位置，整体页面转化率又<span style="color: black;">出现</span>了很大的变化。</span></p>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是宜人贷此前针对二线城市小额贷款的一个信息流<span style="color: black;">宣传</span>页面（由刘津分享，一个懂数据增长的设计师，<span style="color: black;">举荐</span>阅读她的《破茧成蝶》），首次改版banner图不变，将第二屏的文案布局<span style="color: black;">保存</span>文字本身不动，重新设计了新的图标和排版，整体页面的转化率<span style="color: black;">提高</span>了30.43%；第二次、第三次迭代分别更换了头图的贷款金额配图、辅助卖点部分的更形象化图标设计及页面主题色，转化率又分别<span style="color: black;">提高</span>了8%，4%.....</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">回过头来你会<span style="color: black;">发掘</span>，<span style="color: black;">这次</span><span style="color: black;">文案</span>分享的<span style="color: black;">过程</span>是<span style="color: black;">根据</span>：<span style="color: black;">怎样</span>科学策划详情页面的banner图文案、<span style="color: black;">详细</span>某单一屏内文案大标题、小标题、文案配图、行动号召转化按钮设置，当文案层面的说服力和转化通道都梳理完成，转化率达到比较高的水平的时候，<span style="color: black;">保准</span>现有文案内容不动去迭代页面的主题风格、小图标、排版布局进一步<span style="color: black;">提高</span>整体页面的转化率。<span style="color: black;">亦</span><span style="color: black;">意见</span><span style="color: black;">大众</span>在<span style="color: black;">实质</span>策划详情页中<span style="color: black;">根据</span>这个<span style="color: black;">过程</span>去实操，结果会更有效和可控。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在测试中你会<span style="color: black;">发掘</span>同一张banner图在一线城市的转化率和在二线城市的转化率差别巨大，<span style="color: black;">咱们</span>感观觉得很low、排版很粗糙的头图在二线城市转化率数据表现极好，<span style="color: black;">由于</span><span style="color: black;">思虑</span>到<span style="color: black;">文案</span><span style="color: black;">已然</span>过于冗长就不继续分享了，<span style="color: black;">大众</span><span style="color: black;">能够</span><span style="color: black;">根据</span><span style="color: black;">文案</span>描述的<span style="color: black;">办法</span>先去迭代几版<span style="color: black;">此刻</span>的详情页，<span style="color: black;">而后</span>再回过头分析<span style="color: black;">文案</span>中<span style="color: black;">说到</span>几项原理的<span style="color: black;">背面</span><span style="color: black;">规律</span>和运用技巧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本篇<span style="color: black;">文案</span>旨在将一个非标准化的详情页尽可能标准化、让优化转化率做到有章可循、有规可依，相信<span style="color: black;">经过</span><span style="color: black;">大众</span><span style="color: black;">持续</span>总结规律按图索骥就<span style="color: black;">能够</span>快速<span style="color: black;">把握</span>详情页的策划要领啦，感谢<span style="color: black;">大众</span>花费宝贵时间阅读！</span></p>
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