科研1000+爆款课程后，总结出5个课程详情页设计秘籍
<div style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">【关注】高兴哥聊社群头条号</strong>，<span style="color: black;">每日</span>收获最实战的社群技能干货。本文2160字，阅读全文约3分钟<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b0d127b525cc4ef69949580298d72688~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723665432&x-signature=aN1N8QrWdZy0lYluTK%2B9cnAw4CU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">详情页<span style="color: black;">做为</span><span style="color: black;">制品</span>展示的重要部分，经常能够在淘宝上看到，商家会<span style="color: black;">经过</span>照片展示<span style="color: black;">制品</span>。随着知识付费的兴起，线上的课程越来越多，课程<span style="color: black;">亦</span>就变<span style="color: black;">成为了</span>商品，<span style="color: black;">经过</span>详情页介绍课程，让用户<span style="color: black;">认识</span>课程并购买，这<span style="color: black;">已然</span>是所有课程宣传<span style="color: black;">必要</span>具备的部分了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span>一个300+课程详情页的策划制作人，在<span style="color: black;">科研</span>了1000+课程详情页的<span style="color: black;">基本</span>上，为<span style="color: black;">大众</span>分享五个制作详情页的秘籍。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想要</span>写好课程详情页，<strong style="color: blue;"><span style="color: black;">必定</span>要<span style="color: black;">把握</span>这2个前提，足够<span style="color: black;">认识</span>课程和课程所面向的用户群体。</strong>对课程进行一个<span style="color: black;">仔细</span>的<span style="color: black;">认识</span>，<span style="color: black;">才可</span>将课程介绍的<span style="color: black;">仔细</span>，<span style="color: black;">同期</span><span style="color: black;">认识</span>用户群体对知识点的兴趣度，<span style="color: black;">或</span>是需求痛点，将课程知识点与用户的需求进行匹配，会大大<span style="color: black;">提高</span>课程的转化率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">详情页的核心目的，<span style="color: black;">不仅</span>是展示课程内容<span style="color: black;">那样</span>简单，更重要的是与用户沟通，吸引用户的<span style="color: black;">重视</span>力，延长用户在页面的停留时间，最后引导用户下单，完成转化。<span style="color: black;">因此</span>，在设计详情页的时候，抓住这5个要点，就<span style="color: black;">能够</span><span style="color: black;">帮忙</span>你<span style="color: black;">提高</span>课程转化率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">秘籍一：<span style="color: black;">诱发</span>用户的需求</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当用户打开课程详情页，并不会直接<span style="color: black;">选取</span>购买，<span style="color: black;">由于</span><span style="color: black;">无</span>一个<span style="color: black;">恰当</span>的购买理由，<span style="color: black;">因此</span>，在详情页的导语部分，就要<span style="color: black;">诱发</span>用户的需求，<span style="color: black;">经过</span>文案描述，激发用户的潜在需求，给用户一个合适的购买理由。<span style="color: black;">怎样</span><span style="color: black;">诱发</span>用户的购买需求呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，要在详情页的导语部分，<span style="color: black;">知道</span>用户身份，让用户感知到自己与课程是<span style="color: black;">相关</span>的。其次，<span style="color: black;">经过</span>文案的描写<span style="color: black;">诱发</span>用户的需求，激发用户的潜在需求，<span style="color: black;">然则</span>有一个前提，这个需求<span style="color: black;">必定</span>是<span style="color: black;">能够</span><span style="color: black;">经过</span>某种方式得到<span style="color: black;">处理</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span>是<span style="color: black;">此刻</span>所面临的困难，<span style="color: black;">例如</span>：职场上的沟通问题、时间管理问题等等，<span style="color: black;">亦</span><span style="color: black;">能够</span>是对<span style="color: black;">将来</span>有所<span style="color: black;">帮忙</span><span style="color: black;">或</span>是避免在以后<span style="color: black;">显现</span>的问题，<span style="color: black;">例如</span>：理财类课程、身体健康管理等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不管是什么问题，最简单最有效的方式<span style="color: black;">一般</span>场景描写，激发用户的痛点，制造焦虑感，<span style="color: black;">诱发</span>用户的需求。<strong style="color: blue;">场景描写分成4个<span style="color: black;">过程</span>：</strong></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;"><span style="color: black;">第1</span>步：描写情景。</strong></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最好是用户在<span style="color: black;">平常</span>生活中经常<span style="color: black;">出现</span>的某个场景，<span style="color: black;">出现</span>频率相对比较高。<span style="color: black;">例如</span>：“<span style="color: black;">每日</span>早上起床，匆匆忙忙赶去上班，但总是迟到。”<span style="color: black;">经过</span>生活场景描写，拉近与用户之间的距离。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">第二步：制造冲突。</strong></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实，<span style="color: black;">便是</span>利用矛盾冲突<span style="color: black;">或</span><span style="color: black;">由于</span>这件事情<span style="color: black;">导致</span><span style="color: black;">欠好</span>的结果。<span style="color: black;">例如</span>：“<span style="color: black;">每一个</span>月都与全勤奖失之交臂，还经常被领导批评。”</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">第三步：提出问题。</strong></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">遇到问题要找<span style="color: black;">办法</span><span style="color: black;">处理</span>，<span style="color: black;">因此</span>接下来<span style="color: black;">便是</span>提出问题，找到<span style="color: black;">处理</span><span style="color: black;">办法</span>。<span style="color: black;">例如</span>：怎么改变<span style="color: black;">此刻</span>的状态呢？我该怎么办？<span style="color: black;">诱发</span>用户的思考。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">第四步：<span style="color: black;">处理</span><span style="color: black;">办法</span>。</strong></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后给出用户<span style="color: black;">处理</span>办法，<span style="color: black;">能够</span><span style="color: black;">经过</span>学习课程改变，<span style="color: black;">处理</span>用户的问题和<span style="color: black;">懊恼</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/600f47a429a64e1d913c5b2ace3c9f0c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723665432&x-signature=5O%2B8mgzPqJUe2Z6FXAyRIIxlvJE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">给出用户<span style="color: black;">处理</span><span style="color: black;">办法</span>的<span style="color: black;">同期</span><span style="color: black;">亦</span>将下面部分的内容带出来，课程介绍。<span style="color: black;">因此</span>，第二个要点<span style="color: black;">便是</span>将课程要点与用户需求进行匹配。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">秘籍二：给出<span style="color: black;">处理</span><span style="color: black;">办法</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">诱发</span>用户需求之后，接着就要立即给用户一个<span style="color: black;">处理</span><span style="color: black;">方法</span>，<span style="color: black;">帮忙</span>用户<span style="color: black;">处理</span><span style="color: black;">此刻</span>所面对的<span style="color: black;">困惑</span>。这部分<span style="color: black;">重点</span><span style="color: black;">便是</span>课程的内容介绍。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">写课程介绍的时候要<span style="color: black;">重视</span>，不要课程所有的要点都要展示出来，要将用户的痛点和课程要点内容进行匹配，<span style="color: black;">知道</span>课程<span style="color: black;">每一个</span>知识点<span style="color: black;">能够</span><span style="color: black;">帮忙</span>用户<span style="color: black;">处理</span>的<span style="color: black;">详细</span>问题。这<span style="color: black;">亦</span>是<span style="color: black;">咱们</span><span style="color: black;">为何</span>要深入<span style="color: black;">认识</span>用户和课程内容的<span style="color: black;">原由</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>课程内容<span style="color: black;">非常多</span>，最好分成几个<span style="color: black;">区别</span>的部分，有<span style="color: black;">规律</span>有条理，更加方便用户<span style="color: black;">认识</span>课程。<span style="color: black;">例如</span>：万群联盟社群商学院的社群架构运营师课程，就将课程内容分<span style="color: black;">成为了</span>几个部分。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/fea8640b4ff64fb9b934069f15387e46~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723665432&x-signature=K24sqBKOQrHILXiAzWR3NhLa8Vs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">秘籍三：<span style="color: black;">增多</span>用户信任</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">给出用户<span style="color: black;">处理</span><span style="color: black;">方法</span>，<span style="color: black;">然则</span>用户并不<span style="color: black;">必定</span>买单，<span style="color: black;">由于</span>没有信任感，<span style="color: black;">因此</span><span style="color: black;">增多</span>用户的信任感很关键。在详情页中，<span style="color: black;">增多</span>用户的信任感<span style="color: black;">能够</span>从3个方面来<span style="color: black;">表现</span>。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">（1）大咖名人</strong></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户对<span style="color: black;">有些</span>大咖老师是有信任感的，<span style="color: black;">倘若</span>课程本身老师<span style="color: black;">便是</span>一个大IP ，在课程<span style="color: black;">关联</span>的<span style="color: black;">行业</span><span style="color: black;">亦</span><span style="color: black;">拥有</span><span style="color: black;">必定</span>的知名度，用户看到自然就有<span style="color: black;">必定</span>的信任感。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但<span style="color: black;">倘若</span>老师并不是大咖名人，<span style="color: black;">能够</span>看一下老师的介绍，<span style="color: black;">倘若</span>老师<span style="color: black;">得到</span>过<span style="color: black;">关联</span><span style="color: black;">公司</span>的认可，<span style="color: black;">或</span>在某方面做到<span style="color: black;">第1</span>或<span style="color: black;">独一</span>，<span style="color: black;">亦</span>是<span style="color: black;">能够</span><span style="color: black;">做为</span>背书，<span style="color: black;">增多</span>用户的信任感。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除此之外，还有<span style="color: black;">能够</span>让<span style="color: black;">有些</span>大咖名人<span style="color: black;">帮忙</span><span style="color: black;">举荐</span>课程，这<span style="color: black;">亦</span>是很<span style="color: black;">平常</span>的一种方式，<span style="color: black;">倘若</span>课程得到大咖的认可，说明课程有价值，<span style="color: black;">亦</span>能<span style="color: black;">增多</span>用户信任，<span style="color: black;">同期</span>还能促进用户购买。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">（2）用户证言</strong></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户证言是最能够<span style="color: black;">增多</span>信任感的，<span style="color: black;">能够</span>有效的打消用户的疑虑。用户证言的<span style="color: black;">运用</span>要<span style="color: black;">重视</span>两点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>点要<span style="color: black;">重视</span>真实性，用户的对课程的<span style="color: black;">评估</span><span style="color: black;">必定</span>要言辞简单，态度诚恳。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二点要从多个<span style="color: black;">区别</span>的<span style="color: black;">方向</span><span style="color: black;">评估</span>课程，最好能够在用户证言中提炼出关键词，<span style="color: black;">做为</span>标签，<span style="color: black;">能够</span>非常清晰直观的让用户看到，这些从学员证言中提炼出来，要比自己直接说出来更<span style="color: black;">拥有</span>说服力。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">（3）权威背书</strong></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">权威背书<span style="color: black;">亦</span>是<span style="color: black;">增多</span>用户信任的一种很好的方式，<span style="color: black;">例如</span>课程是与大<span style="color: black;">公司</span>联合<span style="color: black;">一块</span><span style="color: black;">开发</span>，<span style="color: black;">亦</span>能够<span style="color: black;">增多</span>用户的信任感。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f354e19ad54c40efbcd13f7b46e13299~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723665432&x-signature=iFVKHkpx50CjDXmgYX9d5E%2FJE90%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">秘籍四：<span style="color: black;">提高</span>课程价值</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除课程本身的价值，<span style="color: black;">能够</span>附赠给用户<span style="color: black;">更加多</span>价值。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>：赠送课程<span style="color: black;">关联</span>的学习资料，电子书籍等等。<span style="color: black;">亦</span><span style="color: black;">能够</span>赠送<span style="color: black;">有些</span><span style="color: black;">关联</span>的增值服务，<span style="color: black;">例如</span>，课后随时免费答疑、课程主题<span style="color: black;">关联</span>交流群等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">秘籍五：制造紧张氛围</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在最后<span style="color: black;">便是</span>制造紧张的氛围，激励用户下单购买。<span style="color: black;">例如</span>：最后报名倒计时，最好用户能够看到时间一点点流逝，更能<span style="color: black;">表现</span>紧迫感。还<span style="color: black;">能够</span>利用名额人数限制，制造稀缺感，促进用户购买。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不管是用哪种方式，让用户感觉到机会稍纵即逝，都是<span style="color: black;">能够</span>制造紧张氛围、促进用户购买的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">做详情页要<span style="color: black;">按照</span>自己用户和课程特点，进行匹配优化，一个好的宣传物料，<span style="color: black;">必定</span>不是<span style="color: black;">由于</span>某个人的<span style="color: black;">爱好</span>来判断，而是<span style="color: black;">按照</span>效果来判断。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上<span style="color: black;">便是</span>爆款课程详情页设计的五大秘籍，在做课程详情页设计的时候，抓住这5个关键点，你的课程销量<span style="color: black;">亦</span>能翻倍。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">—— END ——</p>
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