二类电商|落地页这般做，用户转化率高达80%！
<img src="https://mmbiz.qpic.cn/mmbiz_png/1URicia4qZ2A8lHf0gTYTpXvrIPibCCPMCM3mRkjKGx1JlNgVrWrKpicxC6zDAjU2ePG7xdh5aWvibtmtTjoNFs5bnQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">大众</span>都<span style="color: black;">晓得</span>，要做好二类电商运营，有两个非常重要的<span style="color: black;">原因</span>：<span style="color: black;"><strong style="color: blue;">流量引进和落地页转化。</strong></span>在互联网前半场中，<span style="color: black;">大众</span>都在拼流量，那其实流量的差距不会<span style="color: black;">尤其</span>大，而到下半场，<span style="color: black;">大众</span>就<span style="color: black;">起始</span>注重转化了。</span><span style="color: black;">落地页是转化的核心，在<span style="color: black;">宣传</span>投放中的重要性<span style="color: black;">不问可知</span>，一个<span style="color: black;">有效</span>的落地页<span style="color: black;">针对</span>促进转化有事半功倍的效果。<span style="color: black;">然则</span>据我<span style="color: black;">认识</span>，在许多的二类电商的信息流<span style="color: black;">宣传</span>中，80%都死在了落地页上。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/1URicia4qZ2A8heIR7ExXHxrs8IKyDGNibtqLB7ryaQUSl2Au6GLpPxzEh1GAhMkP4xBlkcbGZ0XgmwFlUAh9DAmw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>网络）</span><span style="color: black;">那要怎么做落地页，才会有所<span style="color: black;">加强</span>呢？让我来教教你吧。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">避开落地页雷区</span></strong></span><span style="color: black;">在策划一个转化率高的落地页之前，<span style="color: black;">咱们</span>要先清楚落地页的雷区是什么？</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1. 内容繁杂，无主次。</span></strong></span><span style="color: black;">一个合格的落地页不是过度堆砌卖点，而是要界面清晰明了。在这个快时代的节奏下，大部人是不会去<span style="color: black;">科研</span>你的落地页的，<span style="color: black;">倘若</span>页面中展示内容繁杂、<span style="color: black;">无</span><span style="color: black;">重点</span>和次要内容，带来的直接后果<span style="color: black;">便是</span>用户对视觉产生了压迫感，使得用户被迫离开落地页。</span><span style="color: black;">那其实说白了，<span style="color: black;">便是</span>在落地页的设计中，<span style="color: black;">倘若</span>落地页全是卖点，<span style="color: black;">那样</span><span style="color: black;">便是</span>等于<span style="color: black;">无</span>卖点。好的落地页，在设计上应该是做到简单、清晰、明了，应该要减少分散用户<span style="color: black;">重视</span>力的元素，<span style="color: black;">加强</span>用户集中度，讲最想要表达的东西展示给用户。且落地页<span style="color: black;">必定</span>要给予用户一个简单<span style="color: black;">方便</span>的操作方式，从而<span style="color: black;">加强</span>转化率。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2. 入口素材与落地页有出入</span></strong></span><span style="color: black;">落地页是经过创意入口进来之后的页面，用户进入落地页必然是<span style="color: black;">由于</span>被素材的创意所吸引。<span style="color: black;">因此</span>，要<span style="color: black;">保准</span>入口的创意和落地页保持一致性，即入口素材要与落地页首屏、内容和创意保持<span style="color: black;">关联</span>性，<span style="color: black;">这般</span><span style="color: black;">才可</span>进一步满足用户<span style="color: black;">针对</span>入口素材的兴趣点和好奇心，激发转化<span style="color: black;">行径</span>。</span><span style="color: black;">假设一个童装品牌，借助《冰雪奇缘》的热映，入口素材采用了“迪士尼”、“冰雪奇缘”、“艾莎同款”<span style="color: black;">做为</span>切入点，<span style="color: black;">然则</span>进入落地页后，表达的内容与“迪士尼”、“冰雪奇缘”、“艾莎同款”<span style="color: black;">无</span>任何关系，不仅<span style="color: black;">引起</span>跳出来<span style="color: black;">上升</span>的问题，还会让用户有抵触心理，得不偿失。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3. 强调稀缺性、时效性的力度不足</span></strong></span><span style="color: black;">品牌要适当强调<span style="color: black;">制品</span>或服务的时效性、稀缺性，<span style="color: black;">由于</span>时间和数量有限，会让用户产生紧迫感，从而有效专注用户冲动购买的心理，<span style="color: black;">加强</span>转化率。</span><span style="color: black;"><span style="color: black;">能够</span>参考一下拼DD的做法，拼DD在这方面就做得挺好。限时秒杀、24小时砍价免费拿、拼团倒计时等等，这些关键词，都在提醒用户：<span style="color: black;">倘若</span>再不购买你就<span style="color: black;">错失</span>优惠了。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span>生成高转化率落地页</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1. </span><span style="color: black;"><span style="color: black;">知道</span>页面转化<span style="color: black;">目的</span></span></span></strong><span style="color: black;">落地页<span style="color: black;">最后</span>的目的是为了转化，<span style="color: black;">因此</span><span style="color: black;">咱们</span>制作落地页的首要目的<span style="color: black;">便是</span><span style="color: black;">知道</span>转化<span style="color: black;">目的</span>，<span style="color: black;">例如</span>让<span style="color: black;">更加多</span>的人购买<span style="color: black;">制品</span>、<span style="color: black;">提高</span><span style="color: black;">制品</span>认知度、填写信息、二次转发等等，<span style="color: black;">仅有</span><span style="color: black;">目的</span><span style="color: black;">拥有</span><span style="color: black;">独一</span>性，页面设计<span style="color: black;">才可</span><span style="color: black;">明显</span>重点，说<span style="color: black;">吃下</span>户完成指定动作。</span><span style="color: black;">（1</span><span style="color: black;">）</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>是<span style="color: black;">期盼</span>用户能购买<span style="color: black;">制品</span></span></strong><span style="color: black;">，那落地页里要传达“我是谁”，“我是干<span style="color: black;">吗</span>的”，“我能给你什么”，“我的核心竞争力是什么”的信息，告诉用户<span style="color: black;">选取</span>你是正确的，是值得购买的</span><span style="color: black;">（2）</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>是<span style="color: black;">期盼</span><span style="color: black;">提高</span><span style="color: black;">制品</span>认知度</span></strong><span style="color: black;">，<span style="color: black;">能够</span><span style="color: black;">明显</span><span style="color: black;">制品</span>的<span style="color: black;">运用</span><span style="color: black;">状况</span>，<span style="color: black;">例如</span>美妆<span style="color: black;">制品</span>，<span style="color: black;">能够</span>写XXX权威认证，XXX用户的<span style="color: black;">一起</span><span style="color: black;">选取</span>，用户形成感知</span><span style="color: black;">（3）</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>设计落地页的目的是为了获取用户信息</span></strong><span style="color: black;">，<span style="color: black;">能够</span>采取利益驱动，<span style="color: black;">例如</span>价格优惠、注册奖励等，引导用户留下资料，获取线索</span><span style="color: black;">（4）</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>是<span style="color: black;">期盼</span>用户二次转发</span></strong><span style="color: black;">，就要<span style="color: black;">重视</span>分享路径的设计，尽可能减少操作<span style="color: black;">过程</span>，并且只<span style="color: black;">供给</span>一个<span style="color: black;">或</span>两个分享方式，避免用户的<span style="color: black;">选取</span>恐惧症，<span style="color: black;">同期</span><span style="color: black;">亦</span>减少用户的思考。</span><span style="color: black;"><span style="color: black;">知道</span>落地页转化的<span style="color: black;">目的</span>是这个设计过程中的重中之重，<span style="color: black;">亦</span>是衡量一个落地页效果的最佳指标。<span style="color: black;">意见</span>落地页设计上要有重点，适当加上次要转化<span style="color: black;">目的</span>，但不宜<span style="color: black;">太多</span>。</span><strong style="color: blue;"><span style="color: black;">2. 分析受众，有针对性的投放。</span></strong><span style="color: black;">随着二类电商在各个<span style="color: black;">途径</span>的比重越来越高，<span style="color: black;">包含</span>头部的腾讯系、头条系、百度系在内的各大流量平台都在积极布局。</span><span style="color: black;">然而<span style="color: black;">区别</span>的平台<span style="color: black;">背面</span>的受众是截然<span style="color: black;">区别</span>的，用户<span style="color: black;">需要</span>和转化<span style="color: black;">亦</span>不尽相同。这就需要差异化的运营策略，<span style="color: black;">一样</span>的页面，在<span style="color: black;">区别</span>渠道，面对<span style="color: black;">区别</span>的人群，从选品到素材都要做到“因地制宜”。</span><span style="color: black;"><span style="color: black;">例如</span>在小红书投放<span style="color: black;">宣传</span>，<span style="color: black;">能够</span><span style="color: black;">选取</span>美妆攻略<span style="color: black;">这般</span>的呈现形式；在<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈，<span style="color: black;">能够</span>像好友发动态<span style="color: black;">同样</span>，<span style="color: black;">此刻</span><span style="color: black;">咱们</span>经常能看<span style="color: black;">有些</span>品牌和明星的合作，就以这种方式展现；在豆瓣，<span style="color: black;">能够</span>用文艺范一点的；在B站，<span style="color: black;">能够</span>多用网络流行和二次元用语</span><span style="color: black;">。</span><span style="color: black;">而<span style="color: black;">针对</span><span style="color: black;">新闻</span>类<span style="color: black;">途径</span>，二类电商眼中的香饽饽今日头条<span style="color: black;">来讲</span>，则<span style="color: black;">能够</span>将其伪装成一条<span style="color: black;">资讯</span>，把<span style="color: black;">宣传</span>做成今日头条上的一则“原生内容”。</span><span style="color: black;">针对<span style="color: black;">区别</span><span style="color: black;">途径</span>的用户属性，有针对性的去投放，把想要说的话说给对的人听，<span style="color: black;">才可</span>做到对症下药、箭不虚发。</span><strong style="color: blue;"><span style="color: black;">3. 让用户产生共鸣</span></strong><span style="color: black;">打个比方，当下脱发是一个社会通病，而你恰巧在推广一款防脱发的洗发水，<span style="color: black;">那样</span>你的受众群体<span style="color: black;">便是</span>有脱发<span style="color: black;">困惑</span>的人群。这种<span style="color: black;">状况</span>下，你应该采用什么样的推广方式呢？</span><span style="color: black;">老司机</span><span style="color: black;">认为构建用户<span style="color: black;">运用</span>场景是一个不错的<span style="color: black;">选取</span>。</span><span style="color: black;">在制作落地页的时候围绕“脱发”去搭建一个触发脱发人群的场景，从而更让用户有带入感。早晨起来枕头有掉发、洗头一抓有掉发、梳头有掉发，从这些点去让用户产生共鸣，使其看到这个落地页的介绍的时，就联想到自己的经历。</span><span style="color: black;">反之，在推广防脱发洗发水，<span style="color: black;">然则</span>用户<span style="color: black;">经过</span>这个链接进来后，却看到的是<span style="color: black;">区别</span>功效的洗发水（柔顺、焗油等），主体部分并不是防脱发，那效果可能不会太好，<span style="color: black;">由于</span><span style="color: black;">无</span><span style="color: black;">思虑</span>到用户<span style="color: black;">运用</span>场景，用户点进来是<span style="color: black;">期盼</span>看到关于防脱发的洗发水。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/1URicia4qZ2A8heIR7ExXHxrs8IKyDGNibt2TW9icBdOtwO5qLVus4jrZnIEeE7ibvHXIJOKJAm94ia34CpvsIYRyZmQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>网络</span><span style="color: black;">）</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4. 文案有吸引力、不拖沓</span></strong></span><span style="color: black;">假设有一位潜在用户，她<span style="color: black;">此刻</span>正在头条上浏览关于冬季美妆、服饰搭配、口红的<span style="color: black;">关联</span><span style="color: black;">文案</span>。<span style="color: black;">针对</span><span style="color: black;">这般</span>一位用户，最适合的投放<span style="color: black;">制品</span>应该是冬装或口红，<span style="color: black;">那样</span>应该采用什么样<span style="color: black;">宣传</span>文案呢？</span><span style="color: black;"><span style="color: black;">倘若</span>你<span style="color: black;">选取</span>投放“最新款冬季羽绒服，仅售888”、“爆款口红，限时疯抢”类似的<span style="color: black;">宣传</span>文案，<span style="color: black;">显著</span>就打破了用户的阅读体验，非常突兀不自然，用户会有种被侵犯与被打扰的感觉，只会快速划过，点都不会点开。</span><span style="color: black;">但<span style="color: black;">倘若</span>你更换一下文案风格，如“迪丽热巴同款，保暖、不臃肿，穿上你<span style="color: black;">亦</span>是小仙女”、“李佳琦<span style="color: black;">举荐</span>款，小仙女都爱的星空口红”，<span style="color: black;">这般</span>的文案呈现更<span style="color: black;">拥有</span>吸引力，<span style="color: black;">亦</span>不拖沓，不会打扰用户，点击率自然<span style="color: black;">提升</span>。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/1URicia4qZ2A8heIR7ExXHxrs8IKyDGNibtTLmKZsMcfUawBQcPLhQKlu3H3G8EvESMLmsPWO2yHV3D5pSMwabxLQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">（<span style="color: black;">照片</span><span style="color: black;">源自</span>网络</span><span style="color: black;">）</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5. 完成的页面流程设计</span></strong></span><span style="color: black;"><span style="color: black;">所说</span>流程完整<span style="color: black;">指的是</span>页面的流程设计要尽可能形成闭环，而不是<span style="color: black;">步行到</span>终止页面。</span><span style="color: black;">我见过<span style="color: black;">有些</span>落地页，什么都<span style="color: black;">无</span>说，用户点击进去，压根不<span style="color: black;">晓得</span>这个活动的玩法是什么，找不到<span style="color: black;">制品</span>的入口，而“活动规则”居然<span style="color: black;">隐匿</span>在一个不起眼的角落里。<span style="color: black;">这般</span>的落地页肯定是不行的，只会<span style="color: black;">引起</span>用户<span style="color: black;">满脸</span>懵逼的关闭页面，<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">步行到</span>了终止页面。</span><span style="color: black;">而一个完整的落地页上会有按钮让用户点击<span style="color: black;">转</span>到活动页面（如淘宝、京东、企业官网等），当流量被接引到网页上之后，用户<span style="color: black;">经过</span>点击上面的按钮进行下一步操作，它起到承接流量、转化用户的<span style="color: black;">功效</span>，为其他页面做分发和转化。这<span style="color: black;">便是</span>一个流程闭环，能满足用户在<span style="color: black;">区别</span>场景下的<span style="color: black;">需要</span>。</span><span style="color: black;">本篇总共介绍了</span><span style="color: black;">5</span><span style="color: black;">个<span style="color: black;">加强</span>落地页转化率的要点和技巧，其实它们对应了许多二类电商落地页<span style="color: black;">平常</span>的问题，但又不仅限于二类电商，<span style="color: black;">针对</span>其他行业<span style="color: black;">亦</span><span style="color: black;">一样</span>适用，<span style="color: black;">由于</span>落地页的设计大体上都是相通的。</span><span style="color: black;"><span style="color: black;">然则</span></span><span style="color: black;">！千万</span><span style="color: black;">别忘了，在借鉴<span style="color: black;">以上</span>所讲到<span style="color: black;">办法</span>的时切记要结合到自家<span style="color: black;">制品</span>的<span style="color: black;">实质</span><span style="color: black;">状况</span>，不可</span><span style="color: black;">以一概全。</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">end</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">往期精选</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">日前</span>二类电商市场到底有多大呢？</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">二类电商应<span style="color: black;">怎样</span>选品？<span style="color: black;">认识</span><span style="color: black;">制品</span>特性与市场动向很重要！</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">二类电商选品投放秘诀！投放细节</a>很重要！</p><span style="color: black;"><strong style="color: blue;">小提示1：二类电商扫地僧已入驻哔哩哔哩</strong></span><span style="color: black;">想看直播回放的<span style="color: black;">伴侣</span><span style="color: black;">能够</span>到哔哩哔哩app搜索</span><span style="color: black;"><strong style="color: blue;">二类电商扫地僧</strong></span><span style="color: black;"><span style="color: black;">就可</span></span><strong style="color: blue;"><span style="color: black;">小提示2：</span></strong><span style="color: black;">后台回复“<strong style="color: blue;"><span style="color: black;">2</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">019年爆品盘点</span></strong></span><span style="color: black;">”<span style="color: black;">就可</span><span style="color: black;">领取2019年二类电商爆品合集</span></span><span style="color: black;"><strong style="color: blue;">小提示3：</strong></span><span style="color: black;">每周<span style="color: black;">1、</span>周<span style="color: black;">3、</span>周五<span style="color: black;">夜晚</span>九点半在抖音（抖音名：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">二类电商三板斧</span></strong></span><span style="color: black;">）直播</span><img src="https://mmbiz.qpic.cn/mmbiz_png/1URicia4qZ2A8lHf0gTYTpXvrIPibCCPMCMyUzF0F7zNKjla7RHOboU7UAgGZRJdUyrhnglQcclS8MS0wJqRXaMxQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">点在看，领取2019年二类电商爆品合集！
这夸赞甜到心里，让我感觉温暖无比。
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