宣传落地页设计的营销心理学（一）
<img src="https://mmbiz.qpic.cn/mmbiz_gif/SlcnrRD2uGHo7dXPOsCz0MOicUVsM1wdDjuaoTjicSsfPiaibQ5Qz7VHXzgQTkY4CeWjISGAqqbNKrHd1lq18U3JDQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">营销落地页的<span style="color: black;">功效</span>，是为了促进<span style="color: black;">目的</span>用户转化。但<span style="color: black;">怎样</span><span style="color: black;">提高</span>转化率，这就需要<span style="color: black;">咱们</span><span style="color: black;">认识</span>用户在浏览落地页<span style="color: black;">行径</span><span style="color: black;">背面</span>的动机、心理活动是什么，<span style="color: black;">才可</span>更好地制定营销策略。</span><span style="color: black;">营销心理学<span style="color: black;">指的是</span>应用心理学原理来解释、预测和影响人们购买决策的一门学科。在落地页设计中，巧妙应用营销心理学原理，<span style="color: black;">能够</span>让<span style="color: black;">咱们</span>更好地理解用户的心理<span style="color: black;">需要</span>，并以此来制定更有效的营销策略，从而<span style="color: black;">加强</span>落地页的转化率。</span><span style="color: black;">本文将从营销心理学的<span style="color: black;">方向</span>来分析落地页设计中的优化点，<span style="color: black;">包含</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span><span style="color: black;">导致</span>用户的<span style="color: black;">重视</span>力、<span style="color: black;">怎样</span><span style="color: black;">创立</span>用户的信任感、<span style="color: black;">怎样</span>利用色彩、排版等元素来激发用户的情感<span style="color: black;">需要</span></span></strong></span><span style="color: black;">等，让<span style="color: black;">大众</span>在设计落地页时找到对应的优化点，更好地完成落地页制作。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/SlcnrRD2uGGVyNYcZOX1onJN4FN6bmTic12VZggDPQPia6trZ6sdcFKWDWNKo3gzEK2k4ibEGf6icYY506Bo4jpekw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">大脑的决策机制vs用户转化设计</span></strong></span><span style="color: black;">人的大脑是<span style="color: black;">繁杂</span>的，读过《思考，快与慢》的<span style="color: black;">伴侣</span>应该对下面这个说法不陌生：<span style="color: black;">咱们</span>的大脑在思考时，会<span style="color: black;">同期</span>存在两个系统，系统1和系统2。</span><span style="color: black;">系统1是一种快速、自动化的思考模式，它是基于直觉、经验和模式识别的，<span style="color: black;">一般</span>在<span style="color: black;">无</span>思考的<span style="color: black;">状况</span>下自动进行。</span><span style="color: black;">系统2是一种慢速、有<span style="color: black;">认识</span>的思考模式，它是基于分析、推理和<span style="color: black;">规律</span>的，需要付出<span style="color: black;">更加多</span>的认知<span style="color: black;">奋斗</span>和<span style="color: black;">重视</span>力。</span><span style="color: black;">在大<span style="color: black;">都数</span><span style="color: black;">状况</span>下，人们倾向于<span style="color: black;">运用</span>系统1思考模式，<span style="color: black;">由于</span>它是一种更快、更省力的方式，适用于<span style="color: black;">平常</span>生活中的许多任务和决策。</span><span style="color: black;">营销落地页的核心<span style="color: black;">目的</span>是引导用户完成转化动作，如购买、留资、下载等。用户在做出这个动作前，会有一系列的决策过程，每需要做出一个决策，就会流失掉一部分用户。</span><span style="color: black;"><span style="color: black;">因此</span>，在设计营销页面的呈现及引导流程时，<span style="color: black;">咱们</span>要把握住一个核心原则：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">引导用户做决策时，充分调动用户的系统1，让<span style="color: black;">她们</span>快速决策<span style="color: black;">这般</span><span style="color: black;">才可</span><span style="color: black;">加强</span><span style="color: black;">最后</span>转化率，<span style="color: black;">亦</span><span style="color: black;">便是</span>尽可能地减少用户的决策流程。</span></strong></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/WkNoerDmRm064q8yTEoaVm2ibIk6amvUVprTp7dbqNiaLaibPOZ9cbxn4a3GNbhEdKjt2mib8WDpCZNeib1gdK3MGwA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
</span><img src="https://mmbiz.qpic.cn/mmbiz_png/SlcnrRD2uGGVyNYcZOX1onJN4FN6bmTicl4b3YRLeT1v7zHBlEJQibAWXoXIJtaHKLBXYq54IyU6PRjD56Vs9fsA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">视觉习惯vs页面设计</span></strong></span><span style="color: black;">在当今信息过载的时代，<span style="color: black;">重视</span>力<span style="color: black;">作为</span>了一种稀缺资源。<span style="color: black;">做为</span>人类认知过程中的重要<span style="color: black;">构成</span>部分，营销心理学<span style="color: black;">亦</span>深入<span style="color: black;">科研</span>了<span style="color: black;">重视</span>力的<span style="color: black;">功效</span>和运作机制。在营销中，吸引用户的<span style="color: black;">重视</span>力是至关重要的，<span style="color: black;">由于</span><span style="color: black;">仅有</span>当用户<span style="color: black;">重视</span>到了营销信息，才有可能产生转化<span style="color: black;">行径</span>。</span><span style="color: black;">在落地页设计中，<span style="color: black;">能够</span><span style="color: black;">经过</span>视觉设计来吸引用户<span style="color: black;">重视</span>力。<span style="color: black;">这里</span>之前，<span style="color: black;">咱们</span>要<span style="color: black;">认识</span>用户的<span style="color: black;">有些</span><span style="color: black;">平常</span>视觉习惯：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">黄金分割：</span></strong></span><span style="color: black;">人们的视觉习惯倾向于<span style="color: black;">爱好</span>黄金分割比例的设计，即将一个对象或画面分成两部分，比例为1：1.618。用户在浏览落地页时，视线会落在屏幕的中上位置，<span style="color: black;">因此</span>想要展现的重要信息，最好放在前1/3屏的位置。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/WkNoerDmRm064q8yTEoaVm2ibIk6amvUVR06Svd0vibibP1aFFKOMULV0PITvicmRos1HcYHaGwRRsTvR5PJ5I4zCQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Z字扫描模式：</span></strong></span><span style="color: black;">当人们观看网页或海报等视觉设计时，<span style="color: black;">一般</span>会<span style="color: black;">根据</span>“Z”字形的方式进行扫描式浏览，即从左上角<span style="color: black;">起始</span>，沿着右上、左下、右下的方向进行扫描。<span style="color: black;">因此呢</span>，视觉层级的设计要贴合用户浏览模式。</span><span style="color: black;">
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</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">颜色的情感效应：</span></strong></span><span style="color: black;">人们的视觉会对<span style="color: black;">区别</span>颜色产生<span style="color: black;">区别</span>的情感效应，<span style="color: black;">重点</span>有色彩的冷暖和色彩的兴奋与沉静感。色彩的冷暖是<span style="color: black;">因为</span>人的感官在受到色彩的刺激后，<span style="color: black;">导致</span>心理上的反应，并产生联想所形成的。色彩的兴奋与沉静感取决于刺激视觉的强弱，与色相、明度、纯度都<span style="color: black;">相关</span>，其中纯度的<span style="color: black;">功效</span>最为<span style="color: black;">显著</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">标准视觉<span style="color: black;">方向</span>：</span></strong></span><span style="color: black;">人们的标准视觉<span style="color: black;">方向</span>是倾斜带有一点点俯视的，当你的设计这种<span style="color: black;">方向</span>呈现，<span style="color: black;">更易</span>被识别和记住。例如，<span style="color: black;">咱们</span><span style="color: black;">平常</span>生活中看到杯子的<span style="color: black;">方向</span>各不相同，<span style="color: black;">然则</span>在脑海中的<span style="color: black;">第1</span>形象<span style="color: black;">通常</span><span style="color: black;">便是</span>标准视角下的形象。</span><span style="color: black;">当营销人员<span style="color: black;">认识</span>了用户的视觉习惯，就能更加准确地预测<span style="color: black;">她们</span>在观看落地页时的<span style="color: black;">行径</span>和反应。这<span style="color: black;">能够</span>在设计落地页时更好地<span style="color: black;">选取</span>适合的颜色、布局、字体和排版方式，以<span style="color: black;">加强</span>落地页的效果。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/SlcnrRD2uGGVyNYcZOX1onJN4FN6bmTicwsdlObfppHQJqblDoVMMtUP86WIEqdtdIALbjJjCRZ3Ze6nhBo65Eg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">FABE营销法则vs营销信息呈现</span></strong></span><span style="color: black;">FABE营销法则是一种针对营销设计的基本法则，由Feature（特点）、Advantage（<span style="color: black;">优良</span>）、Benefit（利益）和Evidence（证据）<span style="color: black;">构成</span>，强调了在营销设计中要从<span style="color: black;">制品</span>特点、<span style="color: black;">优良</span>、利益和证据四个方面入手，<span style="color: black;">明显</span><span style="color: black;">制品</span>的卖点，让消费者<span style="color: black;">更易</span>接受和购买<span style="color: black;">制品</span>。</span><span style="color: black;">在设计落地页时，<span style="color: black;">能够</span><span style="color: black;">运用</span>FABE营销法则来组织和呈现信息，使得受众<span style="color: black;">更易</span>理解和接受所展示的<span style="color: black;">制品</span>或服务：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">特点（Feature）：</span></strong></span><span style="color: black;">在落地页中，<span style="color: black;">能够</span><span style="color: black;">经过</span><span style="color: black;">制品</span>特点的描述来吸引用户的<span style="color: black;">重视</span>力。<span style="color: black;">能够</span><span style="color: black;">经过</span>视觉效果、文字、图表等方式来展示<span style="color: black;">制品</span>的特点，<span style="color: black;">运用</span>户更加<span style="color: black;">认识</span>和感兴趣。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">优良</span>（Advantage）：</span></strong></span><span style="color: black;"><span style="color: black;">制品</span>的<span style="color: black;">优良</span><span style="color: black;">指的是</span>相<span style="color: black;">针对</span>其他产品的优点和<span style="color: black;">特殊</span>。在落地页设计中，<span style="color: black;">能够</span>将<span style="color: black;">制品</span>的<span style="color: black;">优良</span><span style="color: black;">明显</span>呈现，<span style="color: black;">例如</span><span style="color: black;">经过</span>页面的排版、字体、颜色等来强调<span style="color: black;">制品</span>的<span style="color: black;">优良</span>，让受众更加容易接受和理解。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">利益（Benefit）：</span></strong></span><span style="color: black;"><span style="color: black;">制品</span>的利益<span style="color: black;">指的是</span><span style="color: black;">运用</span><span style="color: black;">制品</span>所能带来的好处和收益。在落地页设计中，<span style="color: black;">能够</span><span style="color: black;">明显</span><span style="color: black;">制品</span>的利益，<span style="color: black;">例如</span><span style="color: black;">经过</span>用户案例、客户<span style="color: black;">评估</span>等方式来展示<span style="color: black;">制品</span><span style="color: black;">运用</span>后的好处和收益，让受众<span style="color: black;">更易</span>接受和购买。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">证据（Evidence）：</span></strong></span><span style="color: black;">证据<span style="color: black;">指的是</span>在落地页中<span style="color: black;">供给</span>的支持<span style="color: black;">制品</span>或服务的信息，<span style="color: black;">例如</span><span style="color: black;">关联</span>数据、客户<span style="color: black;">评估</span>、荣誉证书等。这些证据<span style="color: black;">能够</span><span style="color: black;">加强</span>用户对<span style="color: black;">制品</span>的信任感和购买意愿，从而<span style="color: black;">加强</span>落地页的转化率。</span><span style="color: black;">运用FABE营销法则的利益推销<span style="color: black;">规律</span>，设计落地页面的布局结构，一步步引导用户<span style="color: black;">认识</span><span style="color: black;">制品</span>，打消心中顾虑，<span style="color: black;">加强</span>信任感，<span style="color: black;">从而</span><span style="color: black;">加强</span><span style="color: black;">制品</span>的成交率。</span><span style="color: black;">关于营销落地页设计可应用的营销心理学/原则还有<span style="color: black;">非常多</span>，本文只是展开了冰山一角，后续<span style="color: black;">咱们</span>将<span style="color: black;">经过</span>系列<span style="color: black;">文案</span>来跟<span style="color: black;">大众</span><span style="color: black;">一块</span>交流，<span style="color: black;">怎样</span>利用<span style="color: black;">有些</span>经典的营销理论来<span style="color: black;">指点</span><span style="color: black;">咱们</span>，设计出更“诱人”的营销页，最大限度的<span style="color: black;">提高</span>页面的转化率。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SlcnrRD2uGHwWNeCYicbvCXDrO7blORUzV4ofABBZP99gbLdDctia2ZhwkeibPvHbO0ulySvjP6CxWibhvicSzOQNag/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/SlcnrRD2uGHm8tYicj7P0qkLypIDo1ibaqtCibG3RKicEBIsO0qiaeOAWz0JTRHX3cR2rLIScaibufRX1WRgJ9dINNcw/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">生态营销：</span><a style="color: black;"><span style="color: black;">博客</span></a><span style="color: black;"> | </span><a style="color: black;">知乎</a><span style="color: black;"> | </span><a style="color: black;">小红书</a><span style="color: black;"> | </span><a style="color: black;">B站</a><span style="color: black;"> | </span><a style="color: black;">腾讯</a><span style="color: black;">行业聚焦：</span><a style="color: black;">3C电器</a><span style="color: black;"> | </span><a style="color: black;">新快消</a><span style="color: black;"> | </span><a style="color: black;">游戏</a><span style="color: black;"> | </span><a style="color: black;">网服电商 </a><span style="color: black;">| </span><a style="color: black;">母婴 </a><span style="color: black;">| </span><a style="color: black;">美妆</a><span style="color: black;"> | <a style="color: black;">宠物</a></span><span style="color: black;">微思敦出品：<a style="color: black;">蕉下</a> | <a style="color: black;">MACH马赫</a> | <a style="color: black;">名创优品 </a>| <a style="color: black;">TOPTOY</a> | </span><a style="color: black;">Ulike</a><span style="color: black;"> | </span><a style="color: black;">火花思维</a><span style="color: black;"> | </span><a style="color: black;">爆发丸</a><span style="color: black;"> | </span><a style="color: black;">海马爸比</a><span style="color: black;"> | </span><a style="color: black;">红布林</a><span style="color: black;"> | </span><a style="color: black;">石头科技</a><span style="color: black;"> | </span><a style="color: black;">经典营销案例合集</a><span style="color: black;">营销<span style="color: black;">办法</span>论：<a style="color: black;">中小品牌营销</a> | <a style="color: black;">双11心理学</a> | </span><a style="color: black;"><span style="color: black;">博客</span>MBTI</a><span style="color: black;"> | </span><a style="color: black;">知乎美妆</a><span style="color: black;"> | </span><a style="color: black;">B站直播带货</a><span style="color: black;"> | </span><a style="color: black;">内容营销</a><span style="color: black;"> | </span><a style="color: black;">热点营销</a><span style="color: black;"> | </span><a style="color: black;">节日营销</a><span style="color: black;"> | </span><a style="color: black;">精细化运营</a><span style="color: black;"> <span style="color: black;">| </span><span style="color: black;"><a style="color: black;">小敦有请</a></span></span><span style="color: black;">企业荣誉：<a style="color: black;">高光时刻</a> | </span><a style="color: black;">虎啸奖</a><span style="color: black;"> | <a style="color: black;">金投赏</a> | </span><a style="color: black;">知乎年度皇冠合作伙伴 | </a><a style="color: black;"><span style="color: black;">博客</span>行业效果五星级服务商 |</a><a style="color: black;">小红书年度最具影响力伙伴</a><span style="color: black;"> | </span><a style="color: black;">B站年度最佳合作伙伴奖</a><span style="color: black;"> | </span><a style="color: black;">金鼠标奖</a><span style="color: black;"> | </span><a style="color: black;">非凡大赏</a><span style="color: black;"> | </span><a style="color: black;">IAI传播案例金奖</a><span style="color: black;">小敦聊天室：<a style="color: black;">世界读书日|送给你一份来自小敦的书单</a></span><span style="color: black;">| </span><a style="color: black;"><span style="color: black;">宣传</span>人1年、4年、N年的变化</a><span style="color: black;"><span style="color: black;">| </span></span><a style="color: black;"><span style="color: black;">爱好</span>微思敦的N大理由</a><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;"><img src="https://mmbiz.qpic.cn/mmbiz_png/SlcnrRD2uGHz1pNXOCYTH8ZaibgGVyqdvQHc7dFEqgNicPj1lIMEdA64EHeqZ4m9lWWXewOibX1zptbyRM0BreeiaA/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;">
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