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qzmjef 发表于 2024-8-31 16:17:39

5步带你认识着陆页

    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">1.什么是着陆页</strong></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">着陆页</strong>，又叫<strong style="color: blue;">落地页</strong><span style="color: black;">或</span>是<strong style="color: blue;">引导页</strong>，指的是访客<span style="color: black;">经过</span>点击第三方<span style="color: black;">途径</span>直接到达的网页，<span style="color: black;">这儿</span>的第三方<span style="color: black;">途径</span><span style="color: black;">能够</span>是企业的<span style="color: black;">宣传</span>投放，<span style="color: black;">亦</span><span style="color: black;">能够</span>是潜在用户直接在搜索引擎搜索后<span style="color: black;">表示</span>的，<span style="color: black;">重点</span>目的是以请求访客完成某种动作。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">2.着陆页的<span style="color: black;">归类</span></strong></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">着陆页带有<span style="color: black;">剧烈</span>的营销性质，<span style="color: black;">一般</span><span style="color: black;">归类</span><strong style="color: blue;">擢取页</strong>和<strong style="color: blue;"><span style="color: black;">营销</span>页</strong>两种类型。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">擢取页</strong><span style="color: black;">重点</span>是<span style="color: black;">经过</span>提供<span style="color: black;">关联</span>的信息给<span style="color: black;">拜访</span>者，信息的类型<span style="color: black;">能够</span>是文字，<span style="color: black;">照片</span>，视频<span style="color: black;">或</span>其他元素，从而收集到潜在用户的信息，<span style="color: black;">得到</span><span style="color: black;">营销</span>线索。</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;">营销</span>页</strong><span style="color: black;">重点</span>是试图说服<span style="color: black;">拜访</span>者完成一次交易<span style="color: black;">行径</span>，<span style="color: black;">例如</span>填写某个表单、与某个<span style="color: black;">宣传</span>进行互动<span style="color: black;">或</span>引导完成页面上的其他<span style="color: black;">目的</span>，而交易型引导页的<span style="color: black;">最后</span>目的是<span style="color: black;">尽可能</span>能<span style="color: black;">运用</span>户立即购买某个<span style="color: black;">制品</span>或服务。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/01abd8ab8f82429380394584d04baa8e~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725671965&amp;x-signature=ec7605ouljDL2k0n8P9LydmbNls%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">3.着陆页的应用场景</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">区别</span>的着陆页有<span style="color: black;">区别</span>的功能，<span style="color: black;">因此呢</span>在<span style="color: black;">实质</span>应用时<span style="color: black;">亦</span>会有所区别。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">擢取型</strong>的着陆页除了<span style="color: black;">能够</span>用于常规的预约服务以外，<span style="color: black;">另一</span>一个用途还<span style="color: black;">能够</span>在<span style="color: black;">制品</span>正式上线前<span style="color: black;">做为</span>一个拟态<span style="color: black;">制品</span>推出。你<span style="color: black;">能够</span>在着陆页中验证你的<span style="color: black;">制品</span>创意，价值主张，市场<span style="color: black;">潜能</span>，获取用户反馈，验证<span style="color: black;">制品</span>功能的必要性。<span style="color: black;">经过</span>着陆页你还能获取到了<span style="color: black;">非常多</span>对你的<span style="color: black;">制品</span>感兴趣的潜在用户的电子邮件<span style="color: black;">位置</span>。<span style="color: black;">这般</span>就<span style="color: black;">能够</span>在<span style="color: black;">制品</span>上线的时候，给<span style="color: black;">她们</span>发一封邮件，给<span style="color: black;">她们</span>一个惊喜。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，<span style="color: black;">日前</span>在新<span style="color: black;">媒介</span>营销中用的最多的还是<strong style="color: blue;"><span style="color: black;">营销</span>型</strong>的着陆页。访客<span style="color: black;">经过</span>着陆页<span style="color: black;">认识</span>企业的<span style="color: black;">制品</span><span style="color: black;">或</span>服务，接收企业所传达的<span style="color: black;">制品</span><span style="color: black;">或</span>服务信息，并在网页中一系列的引导下进行点击，填写后则是购买的<span style="color: black;">行径</span>，如下所示。相<span style="color: black;">针对</span>其他形式，<span style="color: black;">例如</span>海报<span style="color: black;">或</span>H5等形式的<span style="color: black;">制品</span>推广，着陆页在<span style="color: black;">第1</span>次与用户接触时就传递了<span style="color: black;">机构</span>和<span style="color: black;">制品</span>的信息，<span style="color: black;">因此呢</span>转化率更高。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><strong style="color: blue;">4.着陆页的<span style="color: black;">重点</span>结构</strong></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">着陆页的<span style="color: black;">重点</span>结构<span style="color: black;">包含</span><strong style="color: blue;"><span style="color: black;">明显</span>位置</strong>和<strong style="color: blue;">非<span style="color: black;">明显</span>位置</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;">明显</span>位置</strong><span style="color: black;">指的是</span>当用户打开界面时，鼠标还没<span style="color: black;">起始</span>滑动就呈<span style="color: black;">此刻</span>眼前的那个界面。这个界面<span style="color: black;">一般</span><span style="color: black;">包含</span>两个内容：<strong style="color: blue;">价值定位</strong>，<strong style="color: blue;">行动呼唤</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">价值定位</strong><span style="color: black;">能够</span>理解为<span style="color: black;">制品</span>的标题，<span style="color: black;">经过</span>标题你需要告诉你的<span style="color: black;">目的</span>用户你的<span style="color: black;">制品</span><span style="color: black;">经过</span>什么样的方式<span style="color: black;">处理</span>了什么样的痛点问题。一个好的标题能起到吸引用户并引导用户进行进一步的转化，<span style="color: black;">一般</span>在标题写作中会用到三个法则：<strong style="color: blue;">DM公式</strong>、<strong style="color: blue;">落差公式</strong>、以及<strong style="color: blue;">人性法则</strong>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">DM公式</strong><span style="color: black;">指的是</span>以时间+结果+<span style="color: black;">保准</span>为模板创作的标题，例如<span style="color: black;">平常</span>的减肥药<span style="color: black;">宣传</span>：15天立减20斤，无效全额退款。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">落差公式</strong>指以痛点问题+<span style="color: black;">处理</span>方式的形式。例如下图中的标题，痛点是<span style="color: black;">制品</span>原型设计耗时很长很<span style="color: black;">繁杂</span>，而<span style="color: black;">咱们</span>是一个快速帮你在线完成的<span style="color: black;">制品</span>原型设计的<span style="color: black;">制品</span>，并且还能团队协同工作。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1231911aeee44652b3f43ced330be762~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725671965&amp;x-signature=sfzfGpzzXDuXHrfAPo7CzLJ2FcY%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;">人性法则</strong>则是利用人类的<span style="color: black;">有些</span>情感后者是弱点进行的标题创作，如下图</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f9b6b15bc2644f07af02062a03069e53~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725671965&amp;x-signature=6pApkoHnbj%2Bh%2FN5VeQlGyUhWOH0%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;">行动呼唤</strong>则是引导用户进行下一步的<span style="color: black;">行径</span>，立即注册。行动呼唤的构建原则则是需要图标尺寸大并且信息<span style="color: black;">详细</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">非<span style="color: black;">明显</span>位置</strong>则<span style="color: black;">指的是</span>除了<span style="color: black;">明显</span>位置以外的区域。<span style="color: black;">一般</span><span style="color: black;">包含</span>以下六部分内容。</p><span style="color: black;">制品</span>特征信用背书用户<span style="color: black;">评估</span><span style="color: black;">危害</span>承诺<span style="color: black;">平常</span>问题终极呼唤<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">制品</span>特征</strong>需要<span style="color: black;">表现</span><span style="color: black;">制品</span>的独特卖点，表现形式可是是文字，<span style="color: black;">能够</span>是<span style="color: black;">照片</span>，<span style="color: black;">亦</span><span style="color: black;">能够</span>是视频。<span style="color: black;">一般</span>采用的结构是AB型文案。A（Attention）用于<span style="color: black;">描述</span>吸引<span style="color: black;">重视</span>的事实，B（Benefit）指用户能感知的利益。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/961b8bcd687849419dcb60be108270ea~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725671965&amp;x-signature=uJ2xBxdiYViNgkyErJju6x8wl54%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;">信用背书</strong><span style="color: black;">一般</span><span style="color: black;">指的是</span>你的企业或<span style="color: black;">制品</span>被<span style="color: black;">那些</span><span style="color: black;">媒介</span><span style="color: black;">报告</span><span style="color: black;">或</span>与<span style="color: black;">那些</span>知名企业合作过，<span style="color: black;">此时</span>候你需要在网页中加入这些企业的LOGO和链接。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">用户<span style="color: black;">评估</span></strong><span style="color: black;">指的是</span><span style="color: black;">经过</span>已有用户对<span style="color: black;">制品</span>的<span style="color: black;">评估</span>来向潜在用户传达对<span style="color: black;">制品</span><span style="color: black;">运用</span>的感受以及真实<span style="color: black;">评估</span>。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/89ceaf9a0519497ebc0b6f860c885178~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725671965&amp;x-signature=yOWvHB2yjEHOWqLYbfMj9VNge%2F0%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;"><span style="color: black;">危害</span>承诺</strong><span style="color: black;">指的是</span><span style="color: black;">经过</span>承诺向打消潜在用户的担忧，传达<span style="color: black;">危害</span>在于<span style="color: black;">营销</span>方而不在于用户。<span style="color: black;">一般</span>看到的是会有7天无理由退款等承诺。</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;">平常</span>问题</strong><span style="color: black;">一般</span>会<span style="color: black;">选择</span>用户在<span style="color: black;">运用</span><span style="color: black;">制品</span>的过程中<span style="color: black;">显现</span>频率最高的三个问题<span style="color: black;">陈列</span>在网页上，并且设置<span style="color: black;">更加多</span>的选项链接到<span style="color: black;">转</span>网页。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">终极呼唤</strong><span style="color: black;">指的是</span>在前面一系列的信息传递以后，出<span style="color: black;">此刻</span>页面最后的促进<span style="color: black;">行径</span>转换的按钮，他会比最初的行动呼唤更为直白。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1d2deb8d46604e41bfd8b91ceb7e5f05~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725671965&amp;x-signature=FgER3amcN1UL799LSns3cySVncc%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">5.<span style="color: black;">区别</span>应用场景的设计重点</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>着陆页的应用场景不<span style="color: black;">同样</span>，<span style="color: black;">因此呢</span>在制作的时候，要<span style="color: black;">明显</span>的重点部分<span style="color: black;">亦</span>不<span style="color: black;">同样</span>。<span style="color: black;">针对</span>网页正式上线前为测试目的的擢取页<span style="color: black;">来讲</span>，设计时应该<span style="color: black;">明显</span><span style="color: black;">制品</span>的价值主张，<span style="color: black;">制品</span>特性，<span style="color: black;">危害</span>承诺等问题，在这其中<span style="color: black;">能够</span><span style="color: black;">插进</span>表单，收集用户反馈，用于进一步挖掘客户<span style="color: black;">需要</span>，<span style="color: black;">研发</span><span style="color: black;">制品</span>其他功能等。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">针对</span><span style="color: black;">营销</span>为目的的<span style="color: black;">营销</span>型着陆页，<span style="color: black;">一般</span>会<span style="color: black;">尽可能</span><span style="color: black;">包含</span>以上8个部分，从<span style="color: black;">区别</span>维度说<span style="color: black;">吃下</span>户进行<span style="color: black;">最后</span>转化。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>，清楚的<span style="color: black;">晓得</span>着陆页的应用场景以及想实现的目的是<span style="color: black;">起始</span>设计的起点。<span style="color: black;">知道</span>了目的，接下来<span style="color: black;">起始</span>你的设计吧。</p>

1fy07h 发表于 2024-10-9 03:13:05

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7wu1wm0 发表于 2024-10-14 03:44:27

楼主果然英明！不得不赞美你一下！

qzmjef 发表于 2024-10-27 19:59:18

期待楼主的下一次分享！”

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