优化师：落地页这般做，收获满满的线索量！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIEPEpMLREOj2NR3uRpjQ9yFbsjqSa8LKsLJpetpZGSesEV3WIb3rRY0PlvyXV8cX7hxMcWEsI5yvg/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIHZQAjnu6VcETwEibCT1nibTVvod1kdQAzcuwhkFFFSV1tWkWPaajttnyyuOMHOExzXtuvIXlZxic8Pw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">前面给<span style="color: black;">大众</span>分享了【<a style="color: black;">百度竞价，简单的创意<span style="color: black;">亦</span>能收获满满的点击量</a>】，今天<span style="color: black;">咱们</span>继续<span style="color: black;">来讲</span>说落地页。</span></h1><span style="color: black;">众所周知，在竞价中，落地页是收集线索量的途径。短小精悍的落地页，不仅<span style="color: black;">能够</span>让用户<span style="color: black;">长期</span>停留在页面，<span style="color: black;">亦</span><span style="color: black;">能够</span>让用户留下线索，降低成本。获取用户线索<span style="color: black;">重点</span>是留表单，打<span style="color: black;">tel</span>，加<span style="color: black;">微X</span>和在线咨询，这四种方式。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1</span></p><span style="color: black;"><strong style="color: blue;">落地页的结构</strong></span><span style="color: black;">落地页分为这几个部分：<strong style="color: blue;">头部、中部，尾部</strong>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIGZA8uUu4PJp3s4kZ2pUvkz15klCDzb31vO2pXRlUf4QT2iaEicuIGJ2kDwMoz1icnqibY8rp6BX7AJpw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;">重点说</span><span style="color: black;">说：头图是吸引用户能否看下去的关键词，<span style="color: black;">意见</span>加上</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">名人</span>图<span style="color: black;">或</span>效果图</span><span style="color: black;">，</span></span><span style="color: black;"><span style="color: black;">增多</span>吸引力。</span><span style="color: black;">例如：</span><span style="color: black;">1.心理咨询行业：加上<strong style="color: blue;"><span style="color: black;">名人</span>抑郁图</strong>；</span><span style="color: black;">2.装修<span style="color: black;">机构</span>：加上<strong style="color: blue;">装修效果图</strong>；</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.机械制造业：加上<strong style="color: blue;"><span style="color: black;">制品</span>操作图和介绍图</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">怎样</span>让落地页更<span style="color: black;">拥有</span>吸引力</strong></span><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">能够</span>从用户的动机、视觉点、用户交互性、页面文字内容和页面浏览模式，这五种方式来<span style="color: black;">思虑</span><span style="color: black;">怎样</span>制作落地页？</span><span style="color: black;"><strong style="color: blue;">1、用户的动机</strong></span><span style="color: black;">简单<span style="color: black;">来讲</span><span style="color: black;">便是</span>用户<span style="color: black;">为何</span>看这个落地页，<span style="color: black;">因此</span>要展示用户的<span style="color: black;">需要</span>点和痛点。</span><span style="color: black;">用户的痛点<span style="color: black;">通常</span><span style="color: black;">便是</span>这几个：价钱高低、质量好坏、品种多不多、<span style="color: black;">是不是</span><span style="color: black;">能够</span>帮到我、售后服务......</span><span style="color: black;">我<span style="color: black;">意见</span><span style="color: black;">大众</span>用简短的文字描述在头图，吸引用户往下看，记得要配上合适的<span style="color: black;">照片</span>。</span><span style="color: black;">举个例子：</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIHZQAjnu6VcETwEibCT1nibTVJdQlvTgtMUk0HJPrVXgB5kX32nrj1FdXs57JNzDrak7ZibdNvnJCibjA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
</span><span style="color: black;"><strong style="color: blue;">流量的<span style="color: black;">精细</span>度</strong>，取决于落地页和用户动机（<span style="color: black;">需要</span>点和痛点）的<span style="color: black;">关联</span>度。</span><span style="color: black;"><strong style="color: blue;">2、用户的视觉点</strong></span><span style="color: black;">用户对品牌的<span style="color: black;">第1</span>印象，<span style="color: black;">包含</span>落地页的<strong style="color: blue;">页面色彩、排版和组件动效性</strong>等。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIHZQAjnu6VcETwEibCT1nibTV6KbzYdStOmlrUh8V1HHLBwvNWku76GEgpf8fhPia5ia681ib5Od5kChjA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">1）<strong style="color: blue;">深色度：</strong>人们总是会被深色所吸引，例如</span><span style="color: black;">黑色，深红色</span><span style="color: black;">。</span><span style="color: black;">2）<strong style="color: blue;">组件：</strong><span style="color: black;">很强</span>的组件元素能吸引用户的<span style="color: black;">重视</span>力。</span><span style="color: black;">3）<strong style="color: blue;">对比度：</strong><span style="color: black;">区别</span>颜色的转变<span style="color: black;">能够</span>吸引用户的视觉。（这是落地页常用的方式）</span><span style="color: black;">例如：</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIHZQAjnu6VcETwEibCT1nibTVgyoJScp7q2gCx1fLxlYTC8MXfMeIlItSuHUsljk9HvPicqzR6ibkoewg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">4）<strong style="color: blue;">组合形式：</strong><span style="color: black;">相关</span>联的元素组合在<span style="color: black;">一块</span>，没<span style="color: black;">相关</span>的元素<span style="color: black;">掰开</span>，区分位置，整齐分布，让用户一目了然。</span><span style="color: black;">5）<strong style="color: blue;">图形：</strong>竖行的柱形图和网格图<span style="color: black;">能够</span>让元素对齐，更<span style="color: black;">拥有</span>吸引力。</span><span style="color: black;"><strong style="color: blue;">3、用户交互性</strong></span><span style="color: black;">简单<span style="color: black;">来讲</span><span style="color: black;">便是</span>落地页和用户最清晰和最直接的交互形式，<span style="color: black;">是不是</span><span style="color: black;">诱发</span>用户的好奇心？<span style="color: black;">是不是</span>能吸引用户进行浏览下去？</span><span style="color: black;">写上</span><span style="color: black;">活动钜惠、打x折、首单优惠、惊喜价、免费课程、特大礼包</span><span style="color: black;">等内容，<span style="color: black;">常常</span>能刺激用户。</span><span style="color: black;"><strong style="color: blue;">4、页面文字内容</strong></span><span style="color: black;">1）要通俗易懂，<span style="color: black;">导致</span>用户<span style="color: black;">处理</span>痛点的欲望。</span><span style="color: black;">例如：今天不养“身”，明天养<span style="color: black;">大夫</span>（健身房<span style="color: black;">宣传</span>）。一套婚纱，相伴<span style="color: black;">一辈子</span>，幸福<span style="color: black;">一辈子</span>（婚纱<span style="color: black;">宣传</span>）。</span><span style="color: black;">2）简洁明了描述<span style="color: black;">制品</span>的卖点和<span style="color: black;">机构</span>的<span style="color: black;">状况</span>。</span><span style="color: black;">例如：一个家，无限可能。楼盘周边有商场，市场，学校和医院等配套<span style="color: black;">设备</span>，尊享<span style="color: black;">优秀</span>的购物、教育和医疗资源。出则繁华，入则<span style="color: black;">清闲</span>，拥<span style="color: black;">有没有</span>限的升值空间。</span><span style="color: black;"><strong style="color: blue;">5、页面浏览模式</strong></span><span style="color: black;">正常<span style="color: black;">状况</span>下，页面浏览模式<span style="color: black;">能够</span>分为直线模式，Z模式。</span><span style="color: black;">1）<strong style="color: blue;">直线模式：</strong>这是<span style="color: black;">非常多</span>用户的页面浏览模式，从上到下，一条线往下看。<span style="color: black;">因此</span>，制作落地页时，要有条理性（<span style="color: black;">能够</span>参考我上面讲的落地页结构）。</span><span style="color: black;">2）<strong style="color: blue;">Z模式：</strong>有些用户会从左到右，又从右到左来看落地页。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIHZQAjnu6VcETwEibCT1nibTVmwuZA7muU2WLgUxfJwWynyb2uHLhq4kRSYTpgwPxt3vXvpYvUhVia5A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">咱们</span>在制作落地页时，要<span style="color: black;">重视</span>把<strong style="color: blue;">最重要的信息</strong>展示给用户，<span style="color: black;">不可</span><span style="color: black;">显现</span>“废话”和乱七八糟的内容。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3</p>
<span style="color: black;"><strong style="color: blue;">数据监控</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">落地页做好，后期<span style="color: black;">怎么样</span>判断一个<span style="color: black;">宣传</span>落地页好<span style="color: black;">欠好</span>，要监控<span style="color: black;">那些</span>数据？</span></p>
<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;">点击分布图：</strong>分析用户在落地页<span style="color: black;">那些</span><span style="color: black;">地区</span>点击多，便于</span><span style="color: black;"><span style="color: black;">提炼重要的板块和元素</span><span style="color: black;">。</span></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;"><span style="color: black;">重视</span>力分布和浏览触达图：</strong>查看用户平均停留时长和浏览量。<span style="color: black;">倘若</span>时间太短和数量太少，可能是落地页吸引力<span style="color: black;">不足</span>，<span style="color: black;">无</span>触达用户的<span style="color: black;">需要</span>点和痛点，<span style="color: black;">亦</span>有可能是用户不<span style="color: black;">爱好</span>页面的风格。</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;">页面跳出率：</strong>跳出率太高可能是页面的吸引力问题，用户一看就离开了。</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;">页面浏览PV：</strong>抵达率太低时，<span style="color: black;">首要</span>要<span style="color: black;">思虑</span>加载速度太慢了，<span style="color: black;">或</span>创意和落地页<span style="color: black;">是不是</span>相对应，<span style="color: black;">是不是</span><span style="color: black;">显现</span>太多的乱点击？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5）<strong style="color: blue;">页面浏览UV：</strong>太低的时候，<span style="color: black;">首要</span>要<span style="color: black;">思虑</span>用户人群<span style="color: black;">是不是</span><span style="color: black;">显现</span>问题了？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所有的数据都<span style="color: black;">能够</span>在基木鱼后台看，要养成<span style="color: black;">每日</span>看数据和分析数据的习惯，<span style="color: black;">才可</span>把落地页做得更好。</span></p><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIHZQAjnu6VcETwEibCT1nibTV04ibibf93R4xtBN6XsIW4EIo9gw9oWyLBjdZCgeNlPwwcgAlOJVspLkg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;"><strong style="color: blue;">总结：</strong></span><span style="color: black;">1.多看同行的落地页，借鉴一下其中<span style="color: black;">优良</span>，模仿并创意。</span><span style="color: black;">2.落地页<span style="color: black;">能够</span>一个短视频（15s<span style="color: black;">上下</span>），<span style="color: black;">能够</span>让落地页更有说服力。视频不要太长，会影响打开速度。</span><span style="color: black;">3.做好落地页后，让同事<span style="color: black;">瞧瞧</span>，模拟一下用户场景，<span style="color: black;">瞧瞧</span><span style="color: black;">是不是</span>有吸引力？</span><span style="color: black;">4.<span style="color: black;">不可</span>想写作文<span style="color: black;">同样</span>，长篇大论介绍<span style="color: black;">机构</span>和<span style="color: black;">制品</span>，记得要短小精悍，多用<span style="color: black;">照片</span>来表达。</span><span style="color: black;">5.页面要时尚大气，不要太low。</span><span style="color: black;"><span style="color: black;">以上<span style="color: black;">便是</span><span style="color: black;">咱们</span>的<strong style="color: blue;">专栏作者-<span style="color: black;">将来</span>等我</strong> <span style="color: black;">这次</span>给<span style="color: black;">大众</span>分享的内容。</span><span style="color: black;"><span style="color: black;">倘若</span>你<span style="color: black;">亦</span><span style="color: black;">善于</span>营销推广，想要<span style="color: black;">提高</span>自己的行业影响力，<span style="color: black;">那样</span>欢迎加入</span></span><a style="color: black;"><span style="color: black;">艾奇在线·新写作计划</span></a><span style="color: black;">，<span style="color: black;">作为</span>有影响力的推广人。</span>
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