f9yx0du 发表于 2024-8-31 17:52:23

加强推广落地页转化，必不可少的5大元素……


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIEsGITJjedUdIWY1Vy0N8R0uR6qReefeyjs6nz5JC8f9M3rM2j1BjMstoib4Icy6dqphiauxAv39PNQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;">SEM &amp; 信息流从业者学习交流群</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;"><span style="color: black;">进群 /&nbsp;课程咨询：</span><span style="color: black;">aiqijun14</span></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_jpg/fbac17wmeIHxIsYmuH5pib2zDADS366OskjgLj0ERCz60S919ZekQXOkR8lFThuMN9LxyIv0ZKmkpu0Cv5nfmkg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">作者：袁鹏 （<span style="color: black;">微X</span>：aiqijun18&nbsp;）</span></strong></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;">艾奇在线百师团成员</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">着陆页是消费者对你业务的<span style="color: black;">第1</span>印象，<span style="color: black;">按照</span>普林斯顿心理学<span style="color: black;">科研</span>：形成<span style="color: black;">第1</span>印象速度短到<span style="color: black;">非常</span>之一秒，然而<span style="color: black;">第1</span>印象在他<span style="color: black;">是不是</span><span style="color: black;">作为</span>客户方面起着至关重要的<span style="color: black;">功效</span>，<span style="color: black;">同期</span></span><span style="color: black;">Google在2015年在“mobilegedden”算法更新前<span style="color: black;">发掘</span>：75%的人会再5秒后放弃浏览网页并且46%的人<span style="color: black;">再也不</span>回头，在碎片化和用户<span style="color: black;">重视</span>力难以捉摸的今天，该<span style="color: black;">怎样</span>来<span style="color: black;">提高</span>着陆页的转化率呢？</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_jpg/fbac17wmeIEFLoNycIj2ZiaJZGzxTXdwibuggYmEZshaOghb6jJk46FRBrOqOLDol6iaMMTDtiagQIzACbT7Oq6fEw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">流量的<span style="color: black;">源自</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;">营销<span style="color: black;">便是</span>：</span></strong><span style="color: black;">找对人、说对话、看对页面。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">策划落地页之前，</span><span style="color: black;"><span style="color: black;">必定</span><span style="color: black;">想要</span>明白<span style="color: black;">宣传</span>投放的人群类型。</span><span style="color: black;">一个以价格为<span style="color: black;">重点</span>决策<span style="color: black;">原因</span>的装修用户不会<span style="color: black;">由于</span>你<span style="color: black;">机构</span>的设计风格有丰富而买单，他只会在价格可接受的范围的前提下，装修风格多样才是决策拍板的加分项。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相同的页面，<span style="color: black;">区别</span>流量<span style="color: black;">源自</span>的人群在页面的热图表现<span style="color: black;">亦</span>完全不<span style="color: black;">同样</span>，用户只会关注他感兴趣的东西。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那问题来了，</span><strong style="color: blue;"><span style="color: black;">在<span style="color: black;">区别</span>流量<span style="color: black;">源自</span>的用户，怎么<span style="color: black;">加强</span>转化率呢？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">个人认为很好的<span style="color: black;">办法</span>：</span><span style="color: black;">在确定<span style="color: black;">制品</span>定位人群的前提下，基于该人群的调研，找出用户决策过程中最具<span style="color: black;">表率</span>的几点<span style="color: black;">原因</span>，<span style="color: black;">而后</span>分别<span style="color: black;">区别</span>重点的页面。</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_jpg/fbac17wmeIEFLoNycIj2ZiaJZGzxTXdwibTsEGXExBdeB40ftdEwXPtYapnZic2Dgodx3GmR5CEF6wCmb5BZrDJ5g/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;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;">想明白转化的定义和架构</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">问题来了，什么是转化的定义呢？<span style="color: black;">便是</span></span><span style="color: black;">你策划的落地页推广<span style="color: black;">目的</span>是啥，你想让消费者做啥。</span><span style="color: black;"><span style="color: black;">区别</span>行业最容易转化的<span style="color: black;">目的</span>是不<span style="color: black;">同样</span>的，<span style="color: black;">例如</span>职业培训更看重的转化<span style="color: black;">目的</span>是在线咨询其次才是表单，<span style="color: black;">由于</span>更人力节约成本<span style="color: black;">同期</span>职业培训需相比较而言更长的决策周期。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">贷款更看重的推广<span style="color: black;">目的</span>是：来电咨询，<span style="color: black;">由于</span>打<span style="color: black;">tel</span>过来的用户有效率对贷款行业而言是最高的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">构建转化定义的<span style="color: black;">办法</span>是啥呢？</span><span style="color: black;">个人觉得很好的方式是：别去改变用户的购买习惯，明白所处<span style="color: black;">机构</span>的转化流程<span style="color: black;">优良</span>和不足&nbsp; 针对性确定侧重点。</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;">倘若</span>转化<span style="color: black;">目的</span>的定义没啥问题了，这就<span style="color: black;">触及</span>到页面策划的架构5元素了。</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;">1、卖点：</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">消费者进行决策，<span style="color: black;">便是</span>要促进一个或若干个消费<span style="color: black;">目的</span>的实现，这本身就带有目的性。确定卖点让用户在<span style="color: black;">第1</span>时间<span style="color: black;">晓得</span>你<span style="color: black;">制品</span><span style="color: black;">到底</span>给我带来什么利益<span style="color: black;">或</span><span style="color: black;">处理</span>我什么问题。<span style="color: black;">由于</span>用户很难为自己不<span style="color: black;">关联</span>的信息花费<span style="color: black;">更加多</span><span style="color: black;">重视</span>力。确定卖点是转化的<span style="color: black;">起始</span>，<span style="color: black;">起始</span>都<span style="color: black;">无</span>谈何后续？</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;">2、刺激：</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">转化决策的<span style="color: black;">通常</span>模式是S-O-R模式，即“刺激——个体生理、心理——反应”。该模式<span style="color: black;">显示</span>消费者的转化<span style="color: black;">行径</span><span style="color: black;">是由于</span>刺激所<span style="color: black;">导致</span>的，这种刺激既来自于消费者身<span style="color: black;">身体</span>部的生理、心理<span style="color: black;">原因</span>和<span style="color: black;">外边</span>的环境。刺激原则<span style="color: black;">指的是</span>你让访客完成你“转化<span style="color: black;">目的</span>”给与对方<span style="color: black;">引诱</span>。常用的刺激时：折扣，额外的好处，能<span style="color: black;">挣钱</span>，有限时间规定，有限物品奖励。</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;">3、安全：</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">安全<span style="color: black;">便是</span>让消费者明白不可能<span style="color: black;">显现</span>问题，即使出了问题<span style="color: black;">亦</span>能有<span style="color: black;">处理</span>的入口，<span style="color: black;">同期</span><span style="color: black;">供给</span>几位<span style="color: black;">靠谱</span>的<span style="color: black;">处理</span><span style="color: black;">办法</span>。让消费者无后步之忧可能方向<span style="color: black;">运用</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;">4、权威：</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所有的营销是<span style="color: black;">创立</span>在信任的<span style="color: black;">基本</span>上，<span style="color: black;">增多</span>可信任的指数，第三方的客观事实而不是自吹自擂，<span style="color: black;">包含</span>荣誉资质，<span style="color: black;">机构</span>规模，<span style="color: black;">报告</span>，合作品牌，成立年限等</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;">5、从众：</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营造别人都这么做的氛围。<span style="color: black;">同期</span>展示别人<span style="color: black;">这般</span>做<span style="color: black;">处理</span>了啥问题<span style="color: black;">或</span>得到了什么好处。从众的要点在于：要让访客相信真的有<span style="color: black;">非常多</span>人转化了。要让人相信这些，<span style="color: black;">必定</span>要有细节展示，<span style="color: black;">或</span>从众氛围穿插在其他4元素。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">页面构架的5元素是相互穿插，页面的每一屏都不是单独存在的元素。只是一屏重点在一元素。用文字，<span style="color: black;">或</span>设计，<span style="color: black;">或</span>元素的位置都可能会有<span style="color: black;">区别</span>的效果。针对大部分行业，</span><span style="color: black;">用A/Btest每次变动一个元素以转化成本和转化量为好坏判断维度，借助热图工具，<span style="color: black;">根据</span>用户的浏览<span style="color: black;">规律</span>来优化转化率。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">祝好运！&nbsp;</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;">更加多</span>推广<span style="color: black;">关联</span>内容，点击</span><strong style="color: blue;"><span style="color: black;">“阅读原文”，</span></strong><span style="color: black;">预约报名本&nbsp;</span><strong style="color: blue;"><span style="color: black;">周五（今晚）8:00&nbsp;</span></strong><span style="color: black;">的直播分享课~~</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_jpg/fbac17wmeIGPWdvKQmUiaOd0xxTnF8PkLnC8buicDISicZ9C7ibxr8qkKbA9icqIew9OicpX4wia6ElXWoPQ37VEYfAdA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">点击<span style="color: black;"><strong style="color: blue;">阅读原文&nbsp;</strong></span>，立即<span style="color: black;">报名</span>学习！</span>




流星的美 发表于 2024-9-25 10:00:39

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j8typz 发表于 3 天前

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