优秀的落地页有哪些特征？做好这些容易加强转化
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIHXRJLPia12T4SKFbyNloE8MK6aelTLa2ZS8oibicLF6vwm381VFu0cbfWaUpYlHlNPtsqyibU1qvhictw/640?wx_fmt=jpeg&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;">在获客的环节里，除了<span style="color: black;">经过</span><span style="color: black;">途径</span>分析找到<span style="color: black;">精细</span>的用户之外，能够很好地承接这些流量得到更高的转化用户<span style="color: black;">一样</span>重要，<span style="color: black;">咱们</span><span style="color: black;">乃至</span>认为转化比新增流量更加重要。</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;">一样</span>是<span style="color: black;">加强</span>一万注册量，<span style="color: black;">倘若</span>转化率<span style="color: black;">提高</span>一倍，<span style="color: black;">亦</span>许只要更改一两句文字<span style="color: black;">就可</span>，<span style="color: black;">然则</span>流量<span style="color: black;">倘若</span>想<span style="color: black;">加强</span>一倍付出的成本要高得多，实现起来<span style="color: black;">亦</span><span style="color: black;">反常</span>艰难。以ToB的网站<span style="color: black;">来讲</span>，大部分流量都可能是SEM或其他<span style="color: black;">宣传</span>带来的，在SEM里转化率会聚焦在落地页上。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对一条<span style="color: black;">宣传</span>而言，落地页的<span style="color: black;">功效</span>至关重要。</span><span style="color: black;"><span style="color: black;">倘若</span>账户管理能起到的效果是60%，<span style="color: black;">那样</span>剩下的 40%就全在落地页上，一个好的落地页总是能<span style="color: black;">帮忙</span><span style="color: black;">咱们</span><span style="color: black;">得到</span><span style="color: black;">更加多</span>的订单和线索。</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;">那样</span>什么是好的落地页？</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;">针对</span>一个页面<span style="color: black;">来讲</span>，其实并<span style="color: black;">无</span>绝对的好坏之分，<span style="color: black;">仅有</span>合适与否。有<span style="color: black;">非常多</span>时候页面设计得很丑，<span style="color: black;">然则</span>搜索一系列<span style="color: black;">需要</span>的用户找到了自己要的结果，并且在这个页面上完<span style="color: black;">成为了</span><span style="color: black;">咱们</span><span style="color: black;">期盼</span>他完成的动作，这<span style="color: black;">便是</span>一个好的落地页。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有<span style="color: black;">非常多</span>落地页，做得精美绝伦，<span style="color: black;">然则</span>访客完全看不懂，<span style="color: black;">这般</span>的落地页就算做得再好看，<span style="color: black;">亦</span>不是一个好的落地页。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（用户落地旅程）</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/1ibVfXfhQiaUgQia4Yjic2BXpUzrDUYacMYl1DN1sQntVjU9H7pnusQ9IQRT5X62ESsWywwKXlUqFGR2EMAgjpT7vA/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;">本篇目录：</span></p><strong style="color: blue;"><span style="color: black;">1. 给<span style="color: black;">区别</span>的单元制作落地页</span></strong><strong style="color: blue;"><span style="color: black;">2. 着陆页的体验优化</span></strong><strong style="color: blue;"><span style="color: black;">3. 有<span style="color: black;">引诱</span>力的CTA</span></strong><strong style="color: blue;"><span style="color: black;">4. 精致<span style="color: black;">表率</span>着品牌力</span></strong><strong style="color: blue;"><span style="color: black;">5. 落地页的<span style="color: black;">有些</span>洞察</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;">6. <span style="color: black;">宣传</span>连续性</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1</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;">给<span style="color: black;">区别</span>的单元制作落地页 </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;">因为</span>用户在落地页上停留的时间<span style="color: black;">非常</span><span style="color: black;">宝贵</span>，而同一个页面能够承载的信息非常有限，<span style="color: black;">因此</span>让所有流量汇聚到同一个着陆页并不是明智的推广策略。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前面<span style="color: black;">咱们</span><span style="color: black;">说到</span><span style="color: black;">区别</span>单元对应<span style="color: black;">区别</span>的<span style="color: black;">需要</span>，<span style="color: black;">倘若</span><span style="color: black;">能够</span>分出十几个单元，<span style="color: black;">那样</span>就<span style="color: black;">表率</span>访客会有十几种<span style="color: black;">需要</span>。然而在同一个落地页中<span style="color: black;">包括</span>所有的<span style="color: black;">需要</span>，且不说会<span style="color: black;">导致</span>关注点的分散问题，在<span style="color: black;">实质</span>的操作中<span style="color: black;">亦</span>是难以实现的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">访客在搜索引擎上搜索结果，点击，浏览页面，<span style="color: black;">全部</span>过程不会有<span style="color: black;">太多</span>的思考，<span style="color: black;">然则</span><span style="color: black;">她们</span>肯定有着一个原始的诉求。当访客打开页面，看不到<span style="color: black;">她们</span><span style="color: black;">期盼</span>得到的结果，就会马上关掉页面离开，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">因此</span><span style="color: black;">咱们</span>做落地页的<span style="color: black;">第1</span>要务<span style="color: black;">便是</span>要让访客得到他想要的。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2</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;">着陆页的体验优化</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">访客从<span style="color: black;">宣传</span>点击进来后，平均会在 3 秒内决定<span style="color: black;">是不是</span>要继续观看，<span style="color: black;">因此</span>着陆页给访客带来的<span style="color: black;">第1</span>印象就变得非常重要。谈及着陆页体验的优化，人们常常会谈到利用人性的弱点、利用 lift 模型等理论，但这些在真正的实操过程中并不是非常<span style="color: black;">拥有</span>可操作性。</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>将总结出<span style="color: black;">有些</span>独有的落地页优化<span style="color: black;">办法</span>，分享给读者:</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;">清晰的价值主张</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">反复去琢磨你的<span style="color: black;">第1</span>屏文字，要<span style="color: black;">重视</span>的是不要站在自己的<span style="color: black;">方向</span>把文字的理解拔高，<span style="color: black;">由于</span>比“看上去厉害”更重要的是容易理解，<span style="color: black;">倘若</span>文字表述让访客<span style="color: black;">能够</span>瞬间理解，你<span style="color: black;">已然</span>成功了一半。</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;">打开速度要快</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;">因为</span>移动端会<span style="color: black;">显现</span>网络不稳定的<span style="color: black;">状况</span>，在对移动端进行投放的时候，<span style="color: black;">咱们</span>尤其应该<span style="color: black;">思虑</span>打开速度的问题。<strong style="color: blue;"><span style="color: black;">那些</span><span style="color: black;">原因</span>会拖慢网页的打开速度?</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、<span style="color: black;">海量</span>的<span style="color: black;">照片</span>素材</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、<span style="color: black;">海量</span>的 js 加载文件</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、页面篇幅大且长</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、视频素材</p>5、程序冗余
<span style="color: black;">以上这些都会影响落地页的体验，在<span style="color: black;">研发</span>过程中<span style="color: black;">咱们</span>需要予以<span style="color: black;">重视</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（落地页设计的几大原则）</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/1ibVfXfhQiaUgQia4Yjic2BXpUzrDUYacMYl8evXxpkZRYVlcBVt4T8LeibA0jy0dLmP6gcZz5gKaRUFCOQeEHNvsdw/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;">3</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;">有<span style="color: black;">引诱</span>力的CTA</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">CTA（Call To Action）是一个着陆页的必要性<span style="color: black;">要求</span>，一个着陆页有 CTA 才算完整，<span style="color: black;">倘若</span>想更进一步<span style="color: black;">加强</span>落地页的转化能力，就需要让<strong style="color: blue;">CTA <span style="color: black;">拥有</span><span style="color: black;">引诱</span>力。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如，<span style="color: black;">处理</span><span style="color: black;">方法</span>页面的 CTA 告诉访客注册后<span style="color: black;">能够</span>直接获取<span style="color: black;">处理</span><span style="color: black;">方法</span>，而资料页面的 CTA 标明注册后<span style="color: black;">能够</span>直接获取资料，<span style="color: black;">倘若</span> CTA 只是注册<span style="color: black;">或</span>购买，<span style="color: black;">全部</span>的落地页效果就会大打折扣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">CTA 往往后面跟着表单，无论你是<span style="color: black;">期盼</span>促成客户的留存还是购买，都会有输入表单的环节。对此<span style="color: black;">咱们</span>应该尽可能让表单在当前页面完成而不是进行<span style="color: black;">转</span>，<span style="color: black;">由于</span>多<span style="color: black;">转</span>一次就<span style="color: black;">寓意</span>着<span style="color: black;">增多</span>一次流失的<span style="color: black;">危害</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">精致<span style="color: black;">表率</span>着品牌力</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;">倘若</span>有可能的话，<span style="color: black;">尽可能</span>让你的<strong style="color: blue;">页面精致<span style="color: black;">有些</span></strong>，<span style="color: black;">包含</span><strong style="color: blue;">字体、<span style="color: black;">照片</span></strong>，都应该有专业的设计人员来进行规范性设计，<span style="color: black;">由于</span>在理解价值主张和你的<span style="color: black;">制品</span>之前，访客<span style="color: black;">首要</span>关注的是页面给人带来的直观感受。</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>多少会有<span style="color: black;">这般</span>的体验：有<span style="color: black;">有些</span>页面，初看就会让人产生<span style="color: black;">极重</span>的不信任，因而直接关闭网页？<span style="color: black;">因此</span>，多花点时间让落地页变得标准、规范，是<span style="color: black;">非常</span>有必要的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">落地页的<span style="color: black;">有些</span>洞察</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;">另一</span>，还有<span style="color: black;">有些</span><span style="color: black;">咱们</span><span style="color: black;">经过</span>数据分析得出的，<span style="color: black;">提高</span>落地页转化率的方式，与读者分享:</span></p><span style="color: black;">标题带有数字或否定词</span><span style="color: black;">标题不要超过 7 个字</span><span style="color: black;"><span style="color: black;">运用</span>有力量的词(有趣、<span style="color: black;">难以置信</span>、<span style="color: black;">愉快</span>、绝对、<span style="color: black;">巴望</span>、竟然、奇怪、冲刺</span><span style="color: black;">)</span><span style="color: black;">清晰易读</span><span style="color: black;">告诉对方<span style="color: black;">选取</span>你的理由</span><span style="color: black;">避免同义词</span><span style="color: black;">奇数比偶数好 </span><span style="color: black;">落地页做好后，最好的检验方式是</span><span style="color: black;"><span style="color: black;">首要</span>自己团队要模拟用户，<span style="color: black;">持续</span>感受<span style="color: black;">全部</span>体验过程中不舒服的<span style="color: black;">地区</span>，<span style="color: black;">同期</span>投放在小部分用户身上去测试。为落地页<span style="color: black;">创立</span>转化漏斗，查看着陆、点击、完成表单的整体转化率，并以此去分析在<span style="color: black;">区别</span>环节用户<span style="color: black;">为何</span>流失，在<span style="color: black;">持续</span>的优化迭代中，<span style="color: black;">加强</span>落地页转化效果。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6</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;"><strong style="color: blue;"><span style="color: black;">宣传</span>连续性</strong></span></span></p><span style="color: black;"><span style="color: black;">宣传</span>连续性<span style="color: black;">指的是</span>：用户在看到<span style="color: black;">宣传</span>创意、点击<span style="color: black;">宣传</span>创意、<span style="color: black;">经过</span>链接看到落地页的整体体验中保持连续性，让用户的思考不间断，并<span style="color: black;">持续</span>加强动机。</span><span style="color: black;">让<span style="color: black;">咱们</span>想象一下<span style="color: black;">这般</span>的场景：你想买一袋小熊饼干，并搜索引擎上搜索了“小熊饼干”这个关键词，看到<span style="color: black;">第1</span>条<span style="color: black;">宣传</span>创意上写着“北京最受欢迎的小熊饼干”，<span style="color: black;">而后</span>你打开了这个<span style="color: black;">宣传</span>后，进入的页面<span style="color: black;">第1</span>屏的文字是，“<span style="color: black;">咱们</span>有北京最好的小熊饼干抱枕”，此时你可能会毫不犹豫地关闭掉这个页面。</span><span style="color: black;">以上是典型的<span style="color: black;">宣传</span>连续性断档。在访客沿着你的<span style="color: black;">宣传</span>创意，进入落地页并浏览落</span><span style="color: black;">地页的过程中，任何环节断档，都会<span style="color: black;">引起</span>用户离开。<span style="color: black;">因此</span>想<span style="color: black;">加强</span> SEM 的转化效果，<span style="color: black;">宣传</span>连续性是值得优先<span style="color: black;">调节</span>的方向，对此<span style="color: black;">咱们</span>有以下<span style="color: black;">意见</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;">标题环节给予<span style="color: black;">显著</span>的可执行前置</span></strong></span></p><span style="color: black;"><span style="color: black;">一般</span><span style="color: black;">咱们</span>会在落地页环节设置 CTA，<span style="color: black;">然则</span><span style="color: black;">一样</span>用法<span style="color: black;">倘若</span>前置在<span style="color: black;">宣传</span>标题上效果会更好。<span style="color: black;">例如</span>在标题结尾写上“免费领取”<span style="color: black;">或</span>“免费试用”，你会比友商<span style="color: black;">得到</span><span style="color: black;">更加多</span>点击，<span style="color: black;">由于</span>访客在点击<span style="color: black;">宣传</span>时已自带<span style="color: black;">需要</span>，<span style="color: black;">这般</span>的<span style="color: black;">需要</span><span style="color: black;">倘若</span><span style="color: black;">能够</span>保持连贯性并被满足，会<span style="color: black;">加强</span>访客在落地页里的执行动机。</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;">创意描述里继续强化</span></strong></span></p><span style="color: black;">在创意里清楚表达<span style="color: black;">能够</span><span style="color: black;">供给</span>的<span style="color: black;">制品</span>价值，<span style="color: black;">同期</span>强化访客<span style="color: black;">能够</span><span style="color: black;">得到</span>的好处，这相当于对创意标题的支撑。<span style="color: black;">不外</span>创意描述始终是描述，还需要尽可能表达<span style="color: black;">更加多</span>的价值主张。<span style="color: black;">区别</span>创意有<span style="color: black;">区别</span>描述方式，忌讳千篇一律的描述。描述格式整齐、语义通顺是加分项，而有<span style="color: black;">显著</span>优惠政策与活动激励会让<span style="color: black;">宣传</span>更<span style="color: black;">拥有</span>吸引力。</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;">落地页的连续性承接</span></strong></span></p><span style="color: black;">切记，访客搜索关键词是附带<span style="color: black;">需要</span>的，点击链接是在寻找<span style="color: black;">需要</span>的<span style="color: black;">处理</span><span style="color: black;">方法</span>，<span style="color: black;">倘若</span>标题和描述都表达了你<span style="color: black;">能够</span><span style="color: black;">处理</span>访客<span style="color: black;">需要</span>，<span style="color: black;">那样</span>在着陆页里<span style="color: black;">必定</span>要给访客他想要的答案，才有可能让访客驻足。</span><span style="color: black;">从创意到描述再到落地页内容上，要有高度的连贯性，以及有足够的<span style="color: black;">引诱</span>，<span style="color: black;">咱们</span>才会<span style="color: black;">得到</span>更好的转化。</span><span style="color: black;"><span style="color: black;">初期</span>落地页都<span style="color: black;">按照</span><span style="color: black;">咱们</span>自己的洞察与思考来创作，而真正被认可的<span style="color: black;">制品</span>是需要经过市场打磨，并反复迭代的，<span style="color: black;">因此</span><span style="color: black;">咱们</span>做推广获客的时候<span style="color: black;">亦</span>需要<span style="color: black;">经过</span>数据分析驱动敏捷迭代让获客能力增长更加快速。</span>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SEM系统<span style="color: black;">提高</span>，<strong style="color: blue;">SEM黑马特训营21天系统班 </strong>正在开班，</span><span style="color: black;">扫码报名咨询。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIHXRJLPia12T4SKFbyNloE8MK6aelTLa2ZS8oibicLF6vwm381VFu0cbfWaUpYlHlNPtsqyibU1qvhictw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
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