高转化率的App推广落地页是怎么样炼成的？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/1iaeCtyO00wqM4hbIKcYlLCXcfdiaEVXwXmtTa2OK4F91PIQDX127WL5AcR1jePmWtACPogHozyvttvWyV43fSvg/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;"><strong style="color: blue;"><span style="color: black;">导读:</span></strong><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">本文列举了<span style="color: black;">平常</span>的app推广落地页的形式以及各项<span style="color: black;">平常</span>的衡量指标，并梳理了做这个事项时需要<span style="color: black;">重视</span>的关键点。</span></span></span></span></span></span></span></span></span></span></span></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;">正文</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在移动互联网<span style="color: black;">行业</span>，落地页<span style="color: black;">亦</span><span style="color: black;">叫作</span>推广页、引导页、着陆页等，<span style="color: black;">通常</span>以H5页面的形式展示，<span style="color: black;">拜访</span>者<span style="color: black;">经过</span><span style="color: black;">宣传</span>链接（<span style="color: black;">照片</span>/视频）、分享链接、二维码、短信等<span style="color: black;">途径</span><span style="color: black;">拜访</span>的<span style="color: black;">第1</span>个页面，<span style="color: black;">便是</span>App的推广落地页。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>在极短的时间内<span style="color: black;">创立</span>一个美好的印象，<span style="color: black;">经过</span>落地页吸引用户完成转化，对<span style="color: black;">制品</span>的推广效果是至关重要的，本文将从多个要点进行解析。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span><span style="color: black;">为何</span>要<span style="color: black;">运用</span>落地页</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大<span style="color: black;">都数</span><span style="color: black;">状况</span>下，App推广都要遵循“<span style="color: black;"><span style="color: black;">创立</span><span style="color: black;">制品</span>认知→说<span style="color: black;">吃下</span>户参与→引导用户行动</span>”这一<span style="color: black;">规律</span>进行。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而落地页投放的基本流程是：在落地页面中加入推广内容，<span style="color: black;">经过</span><span style="color: black;">区别</span>的<span style="color: black;">途径</span>用各自的形式（<span style="color: black;">宣传</span>素材、分享链接、二维码、短信等）分发出去，用户<span style="color: black;">拜访</span>落地页后，引导用户转化。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghembNT4881uc7l1WNR3RqJrwezedWhhzictaibcZDOxElTYjUAsRRlJZA/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;">简单<span style="color: black;">来讲</span>，推广落地页是App推广过程中承载流量的载体，潜在用户对<span style="color: black;">制品</span>或品牌的认知<span style="color: black;">常常</span><span style="color: black;">便是</span>从一张落地页<span style="color: black;">起始</span><span style="color: black;">创立</span>的，<span style="color: black;">针对</span>大<span style="color: black;">都数</span><span style="color: black;">制品</span><span style="color: black;">来讲</span>，其<span style="color: black;">功效</span><span style="color: black;">便是</span>为后续的<span style="color: black;">制品</span><span style="color: black;">营销</span>或App下载等<span style="color: black;">行径</span>做预热。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">乃至</span><span style="color: black;">针对</span>电商、<span style="color: black;">新闻</span>等行业而言，落地页<span style="color: black;">便是</span>对外用来直接<span style="color: black;">揭发</span><span style="color: black;">制品</span>核心业务的营销通道，能够一步到位，直接起到“说<span style="color: black;">吃下</span>户参与”以及“引导用户行动”的转化<span style="color: black;">功效</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">显而易见，落地页的好坏直接影响用户<span style="color: black;">是不是</span>参与下一步操作，实现进一步的转化。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>落地页的几种形式</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span><span style="color: black;">区别</span>的推广目的和<span style="color: black;">制品</span>属性决定落地页的展现形式，<span style="color: black;">日前</span><span style="color: black;">重点</span>分为<span style="color: black;">活动宣传页、线索收集页、App推广页</span>、<span style="color: black;">唤醒召回页</span>四种，各自有<span style="color: black;">区别</span>的使命：</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">1. 活动宣传页</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">此类推广的目的，是让一无所知的用户<span style="color: black;">晓得</span>你是做什么的、能<span style="color: black;">供给</span>什么服务、<span style="color: black;">怎么样</span><span style="color: black;">处理</span>问题。<span style="color: black;">经过</span>落地页<span style="color: black;">能够</span>直接展示并<span style="color: black;">转</span>到App内的核心业务，起到承载流量的<span style="color: black;">功效</span>，为App页面做分化和转化。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghnhdRTibgM8tDYjJG512Z68we3kUTkdFWoKVtCnZn0uehxRegOCrRZTw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">2. 线索收集页</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">适用于业务<span style="color: black;">繁杂</span>或低频类的<span style="color: black;">制品</span>，当<span style="color: black;">制品</span>核心业务<span style="color: black;">触及</span>到大额交易、定制服务、响应周期长等特征的时候，落地页的任务<span style="color: black;">便是</span>给用户一个心理预期：承诺<span style="color: black;">制品</span>能帮你<span style="color: black;">处理</span><span style="color: black;">需要</span>，<span style="color: black;">或</span>许诺会有<span style="color: black;">海量</span>福利，但你要留下个人信息或测试数据，方便平台后续激活、定制以及<span style="color: black;">精细</span>营销。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghvX0ew15icbNU9vubCKER9qDC3bmgib0mvpLHMLzypJwO2qYwEuEkJ7VQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">3. App推广页</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类推广目的很<span style="color: black;">知道</span>，<span style="color: black;">重点</span>是下载、激活、注册等指标，落地页的<span style="color: black;">重点</span><span style="color: black;">功效</span>在于塑造App形象和功能，当然<span style="color: black;">此刻</span>越来越多强<span style="color: black;">需要</span>的App<span style="color: black;">选取</span>省略落地页，直接点击<span style="color: black;">宣传</span><span style="color: black;">转</span>App Store下载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这般</span>做尽管转化流程缩短了，但<span style="color: black;">亦</span>需要<span style="color: black;">思虑</span>分享<span style="color: black;">需要</span>，当用户看到App<span style="color: black;">宣传</span>时，<span style="color: black;">倘若</span>正好身边有人需要，产生了分享传播的<span style="color: black;">需要</span>，<span style="color: black;">那样</span>从分享的习惯性和灵活性上看，落地页形式显然优于点击直接<span style="color: black;">转</span>App Store。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOgh0ibg26zOJywrzuicPglw3dvQ3Z1P3rXfeYoyEgI9hVSib2kqsTKxaTynw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">4. 唤醒召回页</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一般</span>用于沉默唤醒以及召回流失用户，<span style="color: black;">经过</span>短信、EDM、账号<span style="color: black;">通告</span>、活动推广等形式吸引老用户回归促活。这种落地页需要<span style="color: black;">重视</span>的是，<span style="color: black;">目的</span>用户是一群相对<span style="color: black;">熟练</span>App核心业务的人，<span style="color: black;">已然</span>跳过了<span style="color: black;">制品</span>的认知<span style="color: black;">周期</span>，<span style="color: black;">乃至</span>对<span style="color: black;">制品</span>有了<span style="color: black;">必定</span>的感情<span style="color: black;">基本</span>，需要针对App内的核心卖点进行包装，戳中用户的情感和<span style="color: black;">需要</span>点<span style="color: black;">才可</span>达到目的。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghzBDd6zQWjicN2SPWBxicfzqZgWde3nFibqf6Pto27JOb7Tr99ibObRTs6A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">三、用指标衡量落地页效果</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">衡量落地页效果，不单要看<span style="color: black;">最后</span>转化的下载量、注册量、活跃度、成交量，还要从根源上<span style="color: black;">处理</span>落地页中存在的问题，<span style="color: black;">加强</span>转化率、减少流失率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从运营<span style="color: black;">方向</span>方面看，有以下几个指标<span style="color: black;">能够</span><span style="color: black;">做为</span>参考：</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghAFWEEvXCZriaMDH8JmbtwIDWdicYM48nKiaicPHiczvoMibMTqJNup4IVufA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">1. <span style="color: black;">精细</span>度</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重点</span><span style="color: black;">指的是</span>落地页与推广<span style="color: black;">途径</span>的匹配度、与<span style="color: black;">目的</span>用户的触达率等，当用户的<span style="color: black;">拜访</span>意图与落地页内容一致时，就能自然形成转化。需要<span style="color: black;">重视</span>的几个点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）落地页要与入口素材<span style="color: black;">步骤</span>一致</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户在<span style="color: black;">无</span>进入落地页之前，必然是受到“标题/文案/<span style="color: black;">照片</span>/视频”等入口素材的综合影响才会点击进入，对<span style="color: black;">她们</span><span style="color: black;">来讲</span>，看到入口素材的一刻，就<span style="color: black;">已然</span>给出了心理预期，并且期待能在落地页里得到相应的服务、内容和优惠，<span style="color: black;">仅有</span>做到表里如<span style="color: black;">1、</span>又能超出预期的落地页，<span style="color: black;">才可</span>更好的吸引用户进一步转化。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghRI56LicIM9J1TCfNF7QvOBwKRTHhpRjsbicvjicVBouH8bMJXOdUngLEA/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;">上图例子中，你并不<span style="color: black;">晓得</span>用户点击<span style="color: black;">宣传</span>的动力是标题中的“不介意离异、有小孩、45岁”等要素，还是<span style="color: black;">照片</span>中“帅气的王先生、已买车房、年龄、职业”等要素。但无论<span style="color: black;">怎样</span>，<span style="color: black;">最后</span>进入的落地页却仅仅只是展示“同城相亲群”的活动内容，和入口素材的展示方向还是存在<span style="color: black;">必定</span>程度上的差异，<span style="color: black;">这般</span>做不仅<span style="color: black;">无</span>制造超出用户心理预期的效果，反而可能形成落差。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）<span style="color: black;">第1</span>屏尤其重要</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">首屏的职责是承接住好<span style="color: black;">不易</span>点击进来的流量，避免对方直接跳出。<span style="color: black;">首要</span>要<span style="color: black;">重视</span>与入口图文素材形成呼应，传达核心信息和服务选项；其次是放大卖点，将服务效果或优惠信息进行优化精修，让用户对服务质量有一个良好的效果预期，理论上越重要的内容越往前放。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghAdb8ibEngExyI6trHeuOcumjfQnjRdNTJSQLpFhhY2ws9jBribf7u4hQ/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;">（3）<span style="color: black;">按照</span>推广<span style="color: black;">途径</span><span style="color: black;">选取</span>素材</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">区别</span>的推广<span style="color: black;">途径</span>用户群是截然<span style="color: black;">区别</span>的，<span style="color: black;">例如</span>：地推扫码<span style="color: black;">重点</span>面对某个商圈或街道、信息流<span style="color: black;">宣传</span><span style="color: black;">重点</span>面对<span style="color: black;">青年</span>的互联网<span style="color: black;">兴趣</span>者、邀请有礼活动<span style="color: black;">重点</span>面对用户的亲朋好友。<span style="color: black;">因此呢</span><span style="color: black;">区别</span>场景下、面对<span style="color: black;">区别</span>的人群，采用相对应的落地页策略是<span style="color: black;">加强</span><span style="color: black;">精细</span>度的有效<span style="color: black;">办法</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghKLUynvt5GCicEzA2OAXyet6rvDaCUiaiawicIDRfYO6FOibZGC7pxzugiazQ/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;">上图例子中，<span style="color: black;">一样</span>是推广京东金融App的金条产品，<span style="color: black;">按照</span>场景的<span style="color: black;">区别</span>，短信采用文字及链接的形式打开落地页；而在今日头条<span style="color: black;">宣传</span>中则采用视频的形式，<span style="color: black;">这儿</span>或许<span style="color: black;">亦</span><span style="color: black;">思虑</span>到了平台用户<span style="color: black;">平常</span><span style="color: black;">处在</span>wifi环境下，采用视频形式更加生动。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">2. 完成度</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重点</span>指落地页本身在承受市场检验时，<span style="color: black;">显现</span>的<span style="color: black;">有些</span>Bug、流程问题。需要<span style="color: black;">重视</span>的几个点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）适当的挽救或引导<span style="color: black;">办法</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">设计时要<span style="color: black;">思虑</span><span style="color: black;">危害</span>预案，<span style="color: black;">倘若</span>下载过程中<span style="color: black;">显现</span>Bug或操作失误，要有适当的挽救<span style="color: black;">办法</span>引导用户继续操作，而不是就此终止。举个例子：</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghwhibjpJ0Em6jKbcchSp9mmu1EhE8SnQcCWcZbDaT6hiauztMQc8X4wsQ/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;">58同城App安卓版在<span style="color: black;">微X</span>中的推广落地页，点击【打开】按钮时<span style="color: black;">倘若</span>本机并未下载App，会<span style="color: black;">转</span>浏览器【首页+弹出安装包】，当用户<span style="color: black;">运用</span>【后退键】取消安装包、<span style="color: black;">或</span><span style="color: black;">转</span>失败时，流程就会停留在浏览器首页，并且没有任何<span style="color: black;">能够</span>继续操作的空间，用户操作流程就会戛然而止。当然，<span style="color: black;">亦</span>有许多App在浏览器上采用的是【空白页+安装包】的策略，<span style="color: black;">亦</span>会<span style="color: black;">导致</span><span style="color: black;">一样</span>的尴尬局面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正确的做法应该是在浏览器的<span style="color: black;">转</span>页面上<span style="color: black;">一样</span>做一个【带下载按钮的落地页+安装包】，用户在下载失败时依然<span style="color: black;">能够</span><span style="color: black;">经过</span>该页面的按钮继续操作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）操作流程要<span style="color: black;">尽可能</span>完整</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以京东为例，当用户从<span style="color: black;">微X</span>进入推广落地页时，落地页会优先提示<span style="color: black;">是不是</span>打开京东App浏览，点击【<span style="color: black;">准许</span>】将<span style="color: black;">转</span>App Store下载或直接打开京东App<span style="color: black;">转</span>相应页面，点击【取消】将停留在H5落地页，但只要在落地页上登录京东账号，依然<span style="color: black;">能够</span>进行浏览、下单操作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，落地页<span style="color: black;">亦</span>全程留下【立即打开】的App入口，方便将用户随时引流回App，这<span style="color: black;">便是</span>一个完整的操作流程，用户无论<span style="color: black;">怎样</span>都能接收到推广信息，并留有操作空间。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghjyv570vJA94xDf4aNA2ibrq1RniaHzMvB0zZdHhqpLpibLbFyvuvRZ9Ig/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">3. 活跃度</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与落地页整体质量直接挂钩，<span style="color: black;">能够</span>从多个维度考量。需要<span style="color: black;">重视</span>的几个点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）拆分变量、多维测试</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">详细</span><span style="color: black;">制品</span>要<span style="color: black;">详细</span>分析，在大规模推广前，<span style="color: black;">咱们</span><span style="color: black;">能够</span>先<span style="color: black;">快速</span>搭建一个<span style="color: black;">规律</span>严谨的落地页框架，再用流量样本结合实验<span style="color: black;">办法</span>来对比设计的落地页效果，一切用数<span style="color: black;">据述</span>话，不必从一<span style="color: black;">起始</span>就纠结细节。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">拆分变量：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当<span style="color: black;">没法</span>判断落地页存在<span style="color: black;">那些</span>问题或优化点时，<span style="color: black;">能够</span>尝试先拆分各个设计要素，判断其中哪个变量对整体影响最大，再把该变量挑选出来，进行测试实验。</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;">掌控</span>变量测试：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">只改动落地页中的某一要素，其余不变，<span style="color: black;">经过</span>A/B测试观察该要素的<span style="color: black;">详细</span>影响，<span style="color: black;">按照</span>数据反馈不断改进。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">组合变量测试：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为同等质量的推广<span style="color: black;">途径</span>展示多组<span style="color: black;">区别</span>的变量素材，<span style="color: black;">重点</span>观察各个落地页整体的<span style="color: black;">拜访</span>及转化效果，后续<span style="color: black;">能够</span>继续细化变量组合<span style="color: black;">提高</span>效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）少做<span style="color: black;">选取</span>题</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页的决策点和转化点尤为关键，<span style="color: black;">非常多</span>落地页<span style="color: black;">爱好</span>在决策按钮<span style="color: black;">周边</span>放上一个看似很关怀用户的详情按钮，<span style="color: black;">例如</span>：进入官网、<span style="color: black;">认识</span><span style="color: black;">更加多</span>、查看详情等，<span style="color: black;">而后</span>链接到各个场景中。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOghE7l15Q4ncO2fCP1JIVHsRNlujPYXK249b4ibx5mMS5CXkDr10mW2cdw/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;">但事实上，落地页本身<span style="color: black;">便是</span>承载信息的窗口，<span style="color: black;">倘若</span>连落地页都<span style="color: black;">没法</span>把信息表达完整，<span style="color: black;">那样</span>不管你塞多少参考资料、加多少<span style="color: black;">转</span>按钮都只是画蛇添足。即便只给到用户一部分信息，他<span style="color: black;">亦</span>能做出<span style="color: black;">选取</span>，<span style="color: black;">倘若</span>给出的信息量<span style="color: black;">太多</span>、<span style="color: black;">选取</span>空间过大，<span style="color: black;">引起</span>转化流程太过<span style="color: black;">繁杂</span>的话，反而会在临门一脚上动摇用户决策。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）行动号召</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">上面<span style="color: black;">说到</span>落地页的<span style="color: black;">第1</span>二屏<span style="color: black;">重点</span>用于展示卖点和<span style="color: black;">制品</span>详情，而后续的内容<span style="color: black;">重点</span>是<span style="color: black;">增多</span><span style="color: black;">制品</span>说服力和品牌感，刺激用户转化，<span style="color: black;">详细</span>做法<span style="color: black;">重点</span><span style="color: black;">包含</span>以下几种：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">降低门槛：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽可能收集少而有必要的信息，减少用户操作成本和心理压力，维度越多填写率越低，部分信息<span style="color: black;">能够</span>在后续服务时再<span style="color: black;">需求</span><span style="color: black;">供给</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美化决策按钮：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>场景需要，采用更有<span style="color: black;">引诱</span>力/紧迫感/需求性的激励文案和设计元素，让人产生<span style="color: black;">剧烈</span>的点击欲望。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">社会证言：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">功效</span>是解除用户的顾虑，在落地页中<span style="color: black;">移植</span>资质证书、服务承诺、品牌背书、参与人数、客户证言等要素，有意无意间展示服务的专业度。这方面的重点是抓住用户的核心顾虑点，可能是行业、<span style="color: black;">亦</span>可能是信任。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">4. 流畅度</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重点</span>指落地页操作过程中的响应、交互、功耗等问题，与用户体验直接挂钩。需要<span style="color: black;">重视</span>的几个点：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）唤醒App并进入相应页面</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">点击落地页按钮，直接<span style="color: black;">转</span>唤醒App并进入落地页的对应页面，这几乎是落地页<span style="color: black;">必须</span>的功能，尤其是电商、活动等类型的推广，能够直接缩短转化路径和操作成本，减少用户流失率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在技术层面上，<span style="color: black;">因为</span>落地页推广的<span style="color: black;">触及</span>平台较多且<span style="color: black;">繁杂</span>，传统的URL Scheme、Universal Link、Android App Links唤醒App的方式并不适用于所有场景，<span style="color: black;">因此呢</span><span style="color: black;">一般</span>要<span style="color: black;">经过</span>绕道系统浏览器的方式打开，且只能进入App首页。</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/P2PKAhicicV4Eog2WQosJkricrrYnMEQOgh5Xy0JxnjIQltXxp8Z7QfDU0uFFokIHtkp6tt1BribJfFbF9XIiaicVN3w/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;">然而不管用户未安装App还是已安装App<span style="color: black;">状况</span>下，最好都要实现从落地页<span style="color: black;">转</span>到App内指定页面。<span style="color: black;">日前</span>这项深度链接技术的自研和<span style="color: black;">守护</span>成本较高，<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">经过</span>集成如 openinstall等第三方服务快速实现：用户从落地页中点击下载/打开App按钮，<span style="color: black;">倘若</span>已安装App，能够直接唤醒并进入相应页面；<span style="color: black;">倘若</span>未安装，则会在安装App后首次打开时进入相应页面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）落地页打开速度</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">毋庸置疑，落地页打开的速度<span style="color: black;">必定</span>要快，给到用户最流畅的体验，一方面要在不影响观感的<span style="color: black;">状况</span>下尽可能压缩素材文件<span style="color: black;">体积</span>，另一方面代码<span style="color: black;">亦</span>要<span style="color: black;">尽可能</span>精简，减少功耗。用户的耐心值<span style="color: black;">通常</span>不超过3秒，加载时间<span style="color: black;">倘若</span>超过3秒用户就会<span style="color: black;">逐步</span>流失。当跳出数据<span style="color: black;">显现</span>大规模波动时，<span style="color: black;">检测</span>这方面的问题尤为重要。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）减少不必要的要素</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页要<span style="color: black;">尽可能</span>整洁，移动端和PC端差别还是很大的，功能按钮要自然一点<span style="color: black;">移植</span>，<span style="color: black;">太多</span>的页面插件、浮<span style="color: black;">活动</span>窗、<span style="color: black;">信息</span>提示不仅破坏美感、占用功耗，还需要用户去手动关闭，<span style="color: black;">实质</span>上<span style="color: black;">坏处</span>大于利。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4、</span>总结</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页的优点在于灵活性，除了能<span style="color: black;">帮忙</span><span style="color: black;">咱们</span>塑造<span style="color: black;">制品</span>形象，<span style="color: black;">供给</span>分享、链接等功能外，投放形式上还<span style="color: black;">能够</span>依托二维码、链接等形式<span style="color: black;">拜访</span>，自建H5还能灵活添加需要的代码，<span style="color: black;">亦</span><span style="color: black;">能够</span>埋点收集各项数据，<span style="color: black;">另外</span>，热力图等辅助工具<span style="color: black;">亦</span>有不错的分析效果，<span style="color: black;">乃至</span><span style="color: black;">能够</span>集成<span style="color: black;">各样</span><span style="color: black;">关联</span>的第三方SDK减压赋能。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每一个</span>落地页的终极<span style="color: black;">目的</span>都是为了更好的服务<span style="color: black;">目的</span>用户，<span style="color: black;">咱们</span>不仅要从文案、布局、<span style="color: black;">照片</span>和设计等<span style="color: black;">方向</span>思考细节，更要兼顾落地页从<span style="color: black;">揭发</span>到<span style="color: black;">拜访</span>再到转化的整体连贯性，时刻想清楚我是谁，能为你做什么。</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;">Ps：学习<span style="color: black;">更加多</span><span style="color: black;">制品</span>运营课程，欢迎加入已有10000+会员<span style="color: black;">选取</span>的《91运营网VIP会员》。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">点击阅读原文<span style="color: black;">认识</span>详情，开启365天蜕变之旅！</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;">据述</span>，打赏的都是真粉丝哦，8块8请<span style="color: black;">博主</span>喝咖啡吧！长按二维码勾搭<span style="color: black;">博主</span><span style="color: black;">微X</span>（</strong><span style="color: black;"><strong style="color: blue;">ludan202088</strong></span><strong style="color: blue;">）加入91运营社群，<strong style="color: blue;">全年多场运营课，<span style="color: black;">定时</span>问题答疑等着你，</strong> 会运营的人都在<span style="color: black;">这儿</span>了！</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
期待你更多的精彩评论，一起交流学习。 楼主继续加油啊！外链论坛加油！ 你的话语如春风拂面，温暖了我的心房，真的很感谢。 说得好啊！我在外链论坛打滚这么多年，所谓阅人无数，就算没有见过猪走路，也总明白猪肉是啥味道的。
页:
[1]