做好这7点，落地页转化率飙升
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">编辑导语：落地页<span style="color: black;">通常</span>用于营销<span style="color: black;">或</span><span style="color: black;">宣传</span>活动，目的是让用户完成指定动作；<span style="color: black;">然则</span><span style="color: black;">想要</span>做好一个完整的、效率高的落地页，<span style="color: black;">亦</span>不是<span style="color: black;">那样</span>简单的事情；本文作者<span style="color: black;">仔细</span>分析了落地页的流程和具备的要素，<span style="color: black;">咱们</span><span style="color: black;">一块</span>来看一下。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S6rmIcn9v6POWW~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=eHVobqLwqlv2IAalmzne5maRWPk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页<span style="color: black;">亦</span>叫“着陆页”，常用于营销或<span style="color: black;">宣传</span>活动，<span style="color: black;">重点</span><span style="color: black;">指的是</span>潜在用户<span style="color: black;">经过</span>站内Banner、站外信息流、搜索引擎等<span style="color: black;">途径</span>点击进来的<span style="color: black;">第1</span>个页面；目的是说<span style="color: black;">吃下</span>户完成<span style="color: black;">咱们</span>指定的动作，<span style="color: black;">例如</span>填写信息、下载APP、购买<span style="color: black;">制品</span>和服务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不少人在策划落地页时，想到什么就放什么，整体<span style="color: black;">无</span><span style="color: black;">规律</span><span style="color: black;">次序</span>，最后效果<span style="color: black;">欠好</span><span style="color: black;">亦</span>不知是哪里出了问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个优秀的落地页需要具备4大核心要素：有价值、可信任、门槛低和还稀缺。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天<span style="color: black;">咱们</span>就来聊聊策划落地页的流程。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>先确定用户<span style="color: black;">需要</span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在策划落地页前，<span style="color: black;">咱们</span>得先<span style="color: black;">认识</span><span style="color: black;">咱们</span>的<span style="color: black;">目的</span>用户，是一群什么样的人，有什么痛点？最关心什么？用户最关心的点<span style="color: black;">能够</span><span style="color: black;">做为</span>主题，<span style="color: black;">而后</span>依次排序，页面框架就有了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>教育<span style="color: black;">制品</span>的<span style="color: black;">目的</span>用户“家长”，最关心学习效果、用户口碑、名师授课、课程内容和课程价格；装修用户最关心装修效果图、设计师、装修材料、装修价格和装修<span style="color: black;">保证</span>等！</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S7Q9oqE2knrt0D~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=9sprH2yZWk8g41ctzH%2FOs9npZPA%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>主题要实用和有价值</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">画出页面框架后，接着<span style="color: black;">便是</span>撰写最关键的页面主题，主题<span style="color: black;">第1</span>要务<span style="color: black;">便是</span>要吸引住用户，让用户留下来看下去，<span style="color: black;">这般</span>才有转化的可能！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">试着想一下，什么样的<span style="color: black;">制品</span>落地页主题能吸引到你？是不是对你有用、有价值的内容就能吸引住你，最后越通俗就会越好理解，越简短越好记忆！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">主题最好从用户最或比较关心的点来<span style="color: black;">明显</span>实用性，<span style="color: black;">同期</span><span style="color: black;">明显</span><span style="color: black;">制品</span>价值，<span style="color: black;">例如</span>教育行业从成绩和老师<span style="color: black;">方向</span>来写主题：“清华北大老师来教你，冲刺高考最后30天”，“数学期末冲刺班，帮你<span style="color: black;">提高</span>30分”；装修行业<span style="color: black;">能够</span>从装修效果图和装修价格出发：“0元获取3份装修设计<span style="color: black;">方法</span>”；“查查你家装修需要花多少钱？”。</p><img src="https://p26-sign.toutiaoimg.com/pgc-image/S7Q9osOG720GNO~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=Bv%2BR%2FO76s5OknUKpGIrz8uU9VrU%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">3、</span>降低报名门槛和简化流程</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">主题确定后，接下来不是<span style="color: black;">处理</span>信任问题，首要的是降低用户门槛，引导<span style="color: black;">目的</span>用户完成<span style="color: black;">咱们</span>想要的动作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>当门槛足够低的时候，用户就<span style="color: black;">不消</span>思考，<span style="color: black;">亦</span><span style="color: black;">尽可能</span>不要让用户思考，直接按<span style="color: black;">咱们</span>的提示操作就完了！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最简单的做法<span style="color: black;">便是</span>用报名表单，让用户留下姓名和手机号；有时候为了<span style="color: black;">保证</span>用户质量，<span style="color: black;">通常</span>会让用户填写多条信息<span style="color: black;">才可</span>提交，<span style="color: black;">这般</span>报名率会下降不少！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>要做的<span style="color: black;">便是</span>降低报名门槛和简化流程，比较好的<span style="color: black;">办法</span>是免费领取+分步填写；只需填完手机号就能无门槛免费领，<span style="color: black;">而后</span>再引导完善信息，<span style="color: black;">最后</span>还是拿到<span style="color: black;">咱们</span>想要的信息，报名率<span style="color: black;">亦</span>会<span style="color: black;">显著</span><span style="color: black;">提高</span>！</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S7Q9osk1yIym4c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=GN2fsCwAupHCVWpCpI0o%2FCRJtrE%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一</span><span style="color: black;">咱们</span>还要尽可能多<span style="color: black;">增多</span>报名入口，<span style="color: black;">这般</span>能<span style="color: black;">增多</span>报名机率！<span style="color: black;">平常</span>的做法有以下几种：</p>页面右侧<span style="color: black;">增多</span>报名悬浮框，<span style="color: black;">或</span>在页面底部<span style="color: black;">增多</span>弹窗浮层；<span style="color: black;">每一个</span>内容模块下都添加报名按钮，点击报名时弹出弹窗是最好的！<span style="color: black;">倘若</span>用户想关闭报名弹窗，弹出挽回弹窗！<img src="https://p3-sign.toutiaoimg.com/pgc-image/S7Q9ot3CFQK5qq~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=vL1rVrohQLqWkiCqe6Q7YNFeWvc%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4、</span>营造<span style="color: black;">制品</span>稀缺感</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在引导用户报名时，<span style="color: black;">咱们</span>要利用用户的从众心理，在落地页上营造出“<span style="color: black;">制品</span>好但数量有限，报名很<span style="color: black;">火热</span>，<span style="color: black;">此刻</span>再不报名就<span style="color: black;">无</span>了或马上涨价”的感觉；缩短用户思考时间，加快报名速度，<span style="color: black;">提高</span>报名率！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一般</span>会<span style="color: black;">运用</span>报名倒计时、限量XX名额和还剩XXX名额，来<span style="color: black;">通知</span>用户名额是限时限量的，数量<span style="color: black;">始终</span>在动态减少的话，效果更佳；<span style="color: black;">经过</span>实时的报名滚动条来<span style="color: black;">通知</span>家长再不抢就没了！</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S7Q9pRb7Eac4ji~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=112uAJ7J89k0K7oof2H8ljV1AX0%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">5、</span><span style="color: black;">加强</span>用户信任感</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页<span style="color: black;">倘若</span>能让用户信任，那用户肯定更愿意报名！<span style="color: black;">通常</span><span style="color: black;">能够</span><span style="color: black;">经过</span>第三方权威<span style="color: black;">公司</span>、用户数据和真实用户反馈来<span style="color: black;">加强</span>用户的信任感；<span style="color: black;">因此</span>落地页经常会放明星或KOL<span style="color: black;">举荐</span>、用户真实好评、权威<span style="color: black;">公司</span>认证和品牌实力证书！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">教育<span style="color: black;">制品</span>家长更关心授课老师和老用户<span style="color: black;">举荐</span>，从概率上讲名师更能教出优秀的学生，老用户愿意<span style="color: black;">举荐</span>的<span style="color: black;">制品</span><span style="color: black;">通常</span><span style="color: black;">亦</span>不会差，本质其实是信任问题！</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S7Q9pT7DPlBMaQ~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=loi%2FYxvDuOyLBZ5EHngIJiRtoAU%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">6、</span><span style="color: black;">思虑</span><span style="color: black;">区别</span><span style="color: black;">运用</span>场景</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">策划落地页<span style="color: black;">必定</span>要<span style="color: black;">思虑</span>用户的<span style="color: black;">运用</span>场景，不可能一个落地页适合所有用户场景，针对<span style="color: black;">区别</span>场景做<span style="color: black;">调节</span>，会有意想不到的效果！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你是在线教育<span style="color: black;">制品</span>，你<span style="color: black;">能够</span>在落地页上<span style="color: black;">增多</span>真实的上课场景，<span style="color: black;">例如</span>XX名校老师正在免费直播《XX年级XX课程》，用户可<span style="color: black;">此刻</span><span style="color: black;">马上</span>预约；<span style="color: black;">倘若</span>你是装修行业，<span style="color: black;">能够</span><span style="color: black;">增多</span><span style="color: black;">日前</span>在装修的工地，让用户立即预约观看！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你的落地页是在<span style="color: black;">微X</span>内，你的落地页就可模拟真实的<span style="color: black;">微X</span>聊天界面，引导用户关注和下载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">经测试，微信聊天式的关注效果<span style="color: black;">能够</span>从50%<span style="color: black;">提高</span>至80%。课程优惠券的设计<span style="color: black;">亦</span>可模拟成<span style="color: black;">微X</span>红包的样式，无疑是能够<span style="color: black;">增多</span>用户点击！</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S7Q9pTQ4mP4ka8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=CwUnK46TH7NC0d2EW37mGfIIyTQ%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>是小程序，最好点击按钮就能获取手机号。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/S7Q9pYDDo7mDoP~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725674949&x-signature=uE%2Fhxey4XdoIspWKBX%2FW9RegKfQ%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">7、</span>页面排版和设计配色</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">等策划完落地页的框架和文案，最后呈现给用户的效果还是要看设计图，<span style="color: black;">因此</span>页面设计很关键！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于页面设计，配色效果是红＞黄＞蓝，整体色调优先用红色、橙色<span style="color: black;">或</span>紫色等暖色调；颜色搭配不要超过3种，<span style="color: black;">否则</span>会<span style="color: black;">显出</span>很杂乱；页面层次感要分明，主副标题要区分并适当留白，不要太拥挤。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些经验都是在策划落地页过程中<span style="color: black;">平常</span>总结出来的，<span style="color: black;">亦</span>是一个坑一个坑踩过来的！<span style="color: black;">期盼</span><span style="color: black;">能够</span>给<span style="color: black;">大众</span>些许的启发，就足够了！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @孙铭 原创发布于人人都是<span style="color: black;">制品</span>经理。未经许可，禁止转载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自Unsplash，基于CC0协议</p>
外贸B2B平台有哪些？ 哈哈、笑死我了、太搞笑了吧等。 楼主节操掉了，还不快捡起来！
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