搭建海外独立站 你得先懂怎么搭建和测试网站的营销漏斗
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天和<span style="color: black;">大众</span>聊一下跨境电商 DTC 和独立站建站，在我服务过的上百家电商企业中，有非常大比例的卖家失败在网站这个模块。<span style="color: black;">咱们</span>把独立站的营销分为 3 个模块：流量获取、客户转化和客户价值<span style="color: black;">研发</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">流量获取很大程度<span style="color: black;">是由于</span><span style="color: black;">宣传</span>素材、定位和<span style="color: black;">宣传</span>优化来决定。</span><span style="color: black;">素材决定了流量成本，定位和<span style="color: black;">宣传</span>优化决定了流量质量。</span><span style="color: black;">在客户转化这<span style="color: black;">一起</span>，很大程度上是依赖于网站及其内容。</span><span style="color: black;">正常<span style="color: black;">来讲</span>，一个优秀的网站转化率<span style="color: black;">能够</span>达 3% <span style="color: black;">乃至</span>更高。</span><span style="color: black;">然而<span style="color: black;">非常多</span>卖家不懂得<span style="color: black;">怎样</span>搭建和测试自己的网站<span style="color: black;">营销</span>漏斗，<span style="color: black;">更加多</span>的是<span style="color: black;">需求</span>建站人员和设计做一个 UI 非常棒的网站。</span><span style="color: black;">但其实我自己<span style="color: black;">亦</span>常说，一个不懂流量不懂电商的人，很难建一个真正好用的跨境电商独立站。</span><span style="color: black;"><span style="color: black;">因此呢</span>今天就和<span style="color: black;">大众</span>分享一下我对建站的<span style="color: black;">有些</span>认识。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. 我该<span style="color: black;">怎样</span><span style="color: black;">选取</span>建站平台</strong></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;">首要</span><span style="color: black;">针对</span><span style="color: black;">非常多</span>准备做跨境电商独立站，DTC 品牌独立站的<span style="color: black;">伴侣</span>遇到的<span style="color: black;">第1</span>个问题<span style="color: black;">便是</span>我要用什么平台来建站。</span><span style="color: black;"><span style="color: black;">日前</span>在市面上除了国内做跨境电商建站的平台外，<span style="color: black;">咱们</span>用到最多的是 shopify、Bigcommerce、Wordpress+Woocommerce、megento 等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其中，Wordpress 本身不是做电商建站平台的，<span style="color: black;">因此呢</span>需要搭配 Woocommerce 来<span style="color: black;">运用</span>，WD+WC 的<span style="color: black;">优良</span>在于非常高的定制化功能，以及非常丰富和强大的插件功能。</span><span style="color: black;">Megento 是<span style="color: black;">非常多</span>成熟卖家以及有<span style="color: black;">制品</span>特殊定制化卖家的<span style="color: black;">选取</span>，自主性和定制化更高，但需要较强的技术<span style="color: black;">研发</span>能力，不适合刚<span style="color: black;">起始</span>尝试做独立站的卖家。</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/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2iaQwQQgQ3kbdOdRghjzHw7c0W93gm0sDGjUFvrt3EiaApUMpO95Rk7ow/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;">Shopify 和 Bigcommerce 相对比较容易，<span style="color: black;">能够</span><span style="color: black;">容易</span>地<span style="color: black;">调节</span>页面的结构和内容，快速创建一个电商网站，适合新手上路。</span><span style="color: black;">Shopify 的 APP 和插件和售后会比 Bigcommerce 更好<span style="color: black;">有些</span>。</span><span style="color: black;"><span style="color: black;">因此呢</span><span style="color: black;">针对</span><span style="color: black;">非常多</span>新手<span style="color: black;">来讲</span>，<span style="color: black;">咱们</span>比较<span style="color: black;">举荐</span> Shopify，只需要<span style="color: black;">少许</span>一两个人就<span style="color: black;">能够</span><span style="color: black;">容易</span>的完成网站建设。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然<span style="color: black;">针对</span><span style="color: black;">有些</span>有<span style="color: black;">研发</span>能力的卖家、<span style="color: black;">或</span>亚马逊大卖刚<span style="color: black;">起始</span>转独立站或品牌 DTC 站，依然<span style="color: black;">意见</span>先<span style="color: black;">运用</span> Shopify，虽然会被扣取<span style="color: black;">必定</span>的<span style="color: black;">营销</span>分成，但前期<span style="color: black;">经过</span>快速建站，快速优化<span style="color: black;">能够</span><span style="color: black;">帮忙</span>卖家在起步<span style="color: black;">周期</span>去测试适合自己的<span style="color: black;">营销</span>漏斗。</span><span style="color: black;">当网站漏斗趋于成熟后，再用自己的<span style="color: black;">研发</span>团队<span style="color: black;">根据</span>完善后的漏斗来<span style="color: black;">研发</span>，<span style="color: black;">这般</span><span style="color: black;">能够</span>节省大部分测试成本。</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;">咱们</span>曾经遇到过非常多的企业在<span style="color: black;">起始</span>做独立站的时候就<span style="color: black;">自动</span><span style="color: black;">研发</span>网站，但遇到最大的问题是<span style="color: black;">咱们</span>在投放过程中会<span style="color: black;">持续</span>的去 challenge 网站结构、内容、购物体验等。</span><span style="color: black;">卖家要去优化网站就必须要用工程师去优化，<span style="color: black;">由于</span><span style="color: black;">触及</span>到排期和<span style="color: black;">研发</span>进度缓慢等。</span><span style="color: black;">最后<span style="color: black;">引起</span>浪费了<span style="color: black;">海量</span>的推广<span style="color: black;">花费</span>和时间成本。</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_png/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2L6SDHmoojsqLEZ5e1iarsyzdtXngmjJw2fEXChzvVyAlByoRibUXYxPw/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;"><span style="color: black;">当然还有一个比较好的<span style="color: black;">办法</span>去决定到底用哪个平台，<span style="color: black;">便是</span>去<span style="color: black;">科研</span>在相应品类卖的好的卖家，<span style="color: black;">她们</span>大多用什么平台。</span><span style="color: black;"><span style="color: black;">这儿</span>给<span style="color: black;">大众</span><span style="color: black;">举荐</span>一个非常实用的工具叫 Similartech，<span style="color: black;">能够</span>去监控网站的<span style="color: black;">有些</span>技术<span style="color: black;">运用</span>，例如建站平台，付款技术，营销平台等。</span><span style="color: black;">如下图，<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">容易</span>的<span style="color: black;">晓得</span> ipitak.com 网站是用 shopify 搭建的，且用了 GA、Hotjar、CE、Beeketing 等分析和优化工具（这些工具对独立站<span style="color: black;">来讲</span><span style="color: black;">亦</span>格外重要）。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 内容和文案是决定网站转化率关键<span style="color: black;">原因</span></strong></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;">咱们</span><span style="color: black;">选取</span>了用什么平台去走出独立站<span style="color: black;">第1</span>步后，来重点讲一下做网站的<span style="color: black;">有些</span>关键点。</span><span style="color: black;"><span style="color: black;">咱们</span>会从网站首页、落地页、导航栏、购物路径、内容文案等各个模块进行分析。</span><span style="color: black;">在这之前，我必须要再三的强调，网站不是做出来、<span style="color: black;">或</span>设计出来的，而是<span style="color: black;">经过</span><span style="color: black;">持续</span>的测试，测出来的。</span><span style="color: black;"><span style="color: black;">因此呢</span>以下讲到的非常多内容，都需要进行<span style="color: black;">持续</span>的 A/B Test！</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_png/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2lBGVfUm2yfj2SNnYRFav2P8hFGeV1ChZSToofulAyJ9t6JVOH0jedw/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;"><span style="color: black;"><span style="color: black;">首要</span>我想分享的是内容和文案，<span style="color: black;">由于</span>它<span style="color: black;">触及</span>到网站的<span style="color: black;">每一个</span>模块，在后面模块中<span style="color: black;">亦</span>会适当的加入内容和文案部分。</span><span style="color: black;">内容和文案的重要性就好比酒店里的菜单和服务人员的服务用语。</span><span style="color: black;">试想<span style="color: black;">咱们</span><span style="color: black;">是不是</span>有过<span style="color: black;">这般</span>的时候，<span style="color: black;">咱们</span>想吃牛扒，<span style="color: black;">而后</span>进了一家西餐厅，坐下后<span style="color: black;">发掘</span>菜单里的菜品并不吸引我，<span style="color: black;">或</span>服务员的傲慢用语让<span style="color: black;">咱们</span>难受，<span style="color: black;">而后</span>你会和<span style="color: black;">伴侣</span>说，要不<span style="color: black;">咱们</span>换一家吧。</span><span style="color: black;"><span style="color: black;">因此</span>网站<span style="color: black;">亦</span>是类似的，当用户想买<span style="color: black;">同样</span>东西的时候，进到你的网站，<span style="color: black;">发掘</span>内容并<span style="color: black;">欠好</span>，文案看不懂或<span style="color: black;">显出</span>“傲慢”，你会<span style="color: black;">选取</span>换一家店。</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_png/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2RNBo9AkQ6yFG5br6WqFB0Eia9CzibaiaBIgjaxzBpfficz3lykcGGfC0Kw/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;"><span style="color: black;">我们<span style="color: black;">发掘</span>在国内的电子消费跨境电商<span style="color: black;">行业</span>，<span style="color: black;">尤其</span>是做众筹的<span style="color: black;">伴侣</span>，<span style="color: black;">非常多</span>卖家<span style="color: black;">爱好</span>用“The world most/first …”的标题文案，用户看到<span style="color: black;">这般</span>的词<span style="color: black;">常常</span>会想，那谁谁谁不是 The world most/first 吗？</span><span style="color: black;"><span style="color: black;">此时</span>候，哪怕客户想错了，但他<span style="color: black;">亦</span>不会<span style="color: black;">晓得</span>他错了，但他会给你品牌贴上一个浮夸不诚实的标签，就更别想要转化了。</span><span style="color: black;"><span style="color: black;">或</span>很以<span style="color: black;">制品</span>为导向的企业在网站的内容和文案方面有<span style="color: black;">有些</span><span style="color: black;">明显</span>问题，常常会以<span style="color: black;">制品</span>为导向（Product driven）来制作网站内容，例如音频行业<span style="color: black;">平常</span>的文案<span style="color: black;">做为</span>标题或描述：</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;">. </span></strong><span style="color: black;">ENC MICROPHONE TECHNOLOGY</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;">. </span></strong>BLUETOOTH 5.0</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">卖家<span style="color: black;">爱好</span>重点<span style="color: black;">经过</span>技术的专有名词来宣传自己的<span style="color: black;">制品</span>。</span><span style="color: black;"><span style="color: black;">咱们</span>大部分国内做跨境电商的卖家<span style="color: black;">重点</span>以性价比来吸引客户，但<span style="color: black;">咱们</span><span style="color: black;">怎样</span><span style="color: black;">保证</span>用户就<span style="color: black;">必定</span><span style="color: black;">晓得</span>蓝牙 5.0 和电子降噪技术是什么呢？</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;">咱们</span>之前做过一次无线蓝牙降噪音频<span style="color: black;">制品</span>的<span style="color: black;">第1</span>手用户调研（buyer persona research），<span style="color: black;">发掘</span>当你问用户你比较关注无线蓝牙耳机<span style="color: black;">那些</span>点时，<span style="color: black;">她们</span>不会回答需要什么降噪技术、什么蓝牙版本。</span><span style="color: black;">而是在购买耳机的过程中除了关注价格以外，比较关注的点<span style="color: black;">重点</span>集中在佩戴舒适度、音质、链接稳定性和电池<span style="color: black;">运用</span>时长上。</span><span style="color: black;"><span style="color: black;">因此呢</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>去参考一下知名品牌 Bose 的独立站，<span style="color: black;">咱们</span>会<span style="color: black;">发掘</span>，至上而下，大部分内容是在描述 Bose 耳机能给你什么样的体验，例如：</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;">. </span></strong>Hear the world around you. On your terms</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;">. </span></strong>Head up. Hands free. Ears Amazed.</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;">. </span></strong>Need answers? Just ask.</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/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2Uv5Y3UyEDkerOt0FjTPQDHMwicYJ5QjbRyjHg1IhvDjKy6doJaibUsgw/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;"><span style="color: black;">咱们</span>会<span style="color: black;">发掘</span>，Bose 在绝大<span style="color: black;">都数</span>内容和文案上，<span style="color: black;">乃至</span>在描述中依然站在用户的<span style="color: black;">方向</span>去告诉用户，都在描述<span style="color: black;">制品</span>能带给你的体验，将会<span style="color: black;">得到</span><span style="color: black;">怎样</span>的感知。</span><span style="color: black;"><span style="color: black;">因此呢</span>，<span style="color: black;">咱们</span>在创造网站内容和文案时，需要<span style="color: black;">尽可能</span>站在用户的<span style="color: black;">方向</span>，去做用户关心的内容，而不是<span style="color: black;">制品</span>经理描述的内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如<span style="color: black;">咱们</span>一个卖儿童拳击手套的客户，<span style="color: black;">咱们</span>会用“Give Your Kids a Fighting Chance”<span style="color: black;">这般</span>的标题；</span><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">亦</span>会用“这台空调<span style="color: black;">每一个</span>月帮你节省 100 美金”来代替“这台空调只耗电 750W”。</span><span style="color: black;">Judith 在 1982 年说过，“A copywriter is a salesperson behind a typewriter.（文案是站在打字机后的<span style="color: black;">营销</span>）”。</span><span style="color: black;"><span style="color: black;">因此呢</span>，<span style="color: black;">怎样</span>写出能<span style="color: black;">营销</span>的文案和内容，才是<span style="color: black;">咱们</span>做独立站<span style="color: black;">第1</span>件要关注的事情(<span style="color: black;">这儿</span><span style="color: black;">举荐</span>一本书：</span><span style="color: black;">The Copywriter’s Handbook, by Robert W. Bly)。</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/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2wjJ7dG1SUliauYIFib01gdNibxVR0hSrfqS6KbLjSz0WC7bnfuUXjuuwA/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;">在我看来，文案是一个非常专业，非常需要经验的职业，并不是英语好<span style="color: black;">或</span>英语母语的人就能写出好的文案。</span><span style="color: black;">但当<span style="color: black;">咱们</span>做跨境电商的时候，要最起码<span style="color: black;">晓得</span>什么样的内容是好内容，<span style="color: black;">而后</span>把专业的事，交给专业的人。</span><span style="color: black;"><span style="color: black;">这儿</span><span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">经过</span>三种方式：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）在做网站之前，对现有用户做<span style="color: black;">有些</span>回访，拿到<span style="color: black;">第1</span>手资料。</span><span style="color: black;">例如<span style="color: black;">经过</span>邮件送折扣卷的形式<span style="color: black;">需求</span>填写问卷。</span><span style="color: black;"><span style="color: black;">或</span>预约线上沟通的形式，再<span style="color: black;">或</span><span style="color: black;">经过</span>社交<span style="color: black;">媒介</span>的形式。</span><span style="color: black;"><span style="color: black;">而后</span><span style="color: black;">咱们</span><span style="color: black;">按照</span>用户的用词、用户关心的点，去制作符合用户胃口的内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> 2）在建站初期，<span style="color: black;">咱们</span>会<span style="color: black;">按照</span>对<span style="color: black;">制品</span>和用户的理解（<span style="color: black;">倘若</span>做了<span style="color: black;">第1</span>点会更准确），写出文案和内容初稿。</span><span style="color: black;">在建站完成时，<span style="color: black;">经过</span> Fiverr <span style="color: black;">或</span> Upwork 去找 2-3 个有过类似行业经验的 copywriter 帮忙进行网站内容和文案的优化。</span></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>后期推广，例如 SEM 带来的数据，进行 SEO 的<span style="color: black;">连续</span><span style="color: black;">持续</span>的优化网站内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户到了你的网站，<span style="color: black;">是不是</span>购买，不取决于你的<span style="color: black;">宣传</span>做的多好，而是你的网站内容<span style="color: black;">是不是</span>能和用户产生共鸣，能否<span style="color: black;">经过</span>内容和用户产生沟通，<span style="color: black;">是不是</span>足够说服客户来满足客户的真实<span style="color: black;">需要</span>（用户的<span style="color: black;">需要</span>不是蓝牙 5.0，而是连接性能好！</span><span style="color: black;">）和预算。</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_png/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2BL5jEFicLhBdVbO8mrIJY2vCvBLPVMqJPlwDzOEkFCScxrgSCRXLz0w/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;"><strong style="color: blue;">3. 网站的首页</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网站首页是非常<span style="color: black;">宝贵</span>的“房地产”，它<span style="color: black;">重点</span>是针对温流量和热流量。</span><span style="color: black;">正常<span style="color: black;">来讲</span>，<span style="color: black;">咱们</span>会将冷流量引流到<span style="color: black;">制品</span>的详情页<span style="color: black;">或</span>落地页，以此来减少用户的购买路径，<span style="color: black;">增多</span>转化率。</span><span style="color: black;">网站首页<span style="color: black;">常常</span>是直接流量、自然流量的落脚点，这些流量对<span style="color: black;">咱们</span><span style="color: black;">来讲</span>基本都是温、热流量。</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;">因此呢</span>在设计首页的时候，需要<span style="color: black;">重视</span>以下几点：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）首页的<span style="color: black;">第1</span>屏<span style="color: black;">一般</span>是最重要的空间，<span style="color: black;">按照</span>奥美的调研，75% 的用户只会关注标题而不会关注其他任何内容，<span style="color: black;">因此呢</span>需要<span style="color: black;">海量</span>的测试 Hero Image 及其搭配的标题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2）用静态模式的 Hero Image [首页首屏] 来替代轮播横幅的方式。</span><span style="color: black;">Hero Image 不要<span style="color: black;">运用</span> Stock Image [购买的素材]，<span style="color: black;">尽可能</span><span style="color: black;">运用</span>定制化的<span style="color: black;">照片</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3）标题的重点是写给 25% 的好用户，而不是写给 100% 的所有到访网站的用户，迎合所有人的标题是不存在的，<span style="color: black;">亦</span>会<span style="color: black;">导致</span>整体转化率下降。</span><span style="color: black;">一个好的标题<span style="color: black;">一般</span>具备以下三个元素：</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;">. </span></strong>Focus – 简单明了，直接切入要点，不会<span style="color: black;">模糊</span>其辞。</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;">. </span></strong>Relevance – 要跟你的<span style="color: black;">宣传</span><span style="color: black;">或</span><span style="color: black;">制品</span><span style="color: black;">供给</span>的 offer 契合。</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;">. </span></strong>Benefits – 不要介绍自己的<span style="color: black;">制品</span>/<span style="color: black;">机构</span>，直接和用户说能<span style="color: black;">帮忙</span><span style="color: black;">她们</span>什么，或<span style="color: black;">处理</span>什么问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4）在首页中展示热卖<span style="color: black;">或</span>核心<span style="color: black;">制品</span>的目录，例如 Explosion, Hot or Key Products。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5）<span style="color: black;">倘若</span> SKU 比较少，<span style="color: black;">或</span>专注某一个垂直<span style="color: black;">制品</span>。</span><span style="color: black;"><span style="color: black;">能够</span>在首页加入 2-4 个品牌<span style="color: black;">重点</span>给用户带来的效果或利益。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6）<span style="color: black;">倘若</span>在首页<span style="color: black;">运用</span>弹窗模式，<span style="color: black;">必定</span><span style="color: black;">不可</span><span style="color: black;">运用</span>全屏弹窗，且要清晰的描述弹窗能给用户带来的利益。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7）加入社交证明，在首页中要加入用户、<span style="color: black;">媒介</span>、KOL 等对<span style="color: black;">制品</span>或品牌的<span style="color: black;">评估</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 落地页 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">落地页是促进用户成单的<span style="color: black;">第1</span>步，<span style="color: black;">亦</span>是最重要的一部分。</span><span style="color: black;">用户 Landing Page 的阅读篇幅/停留时间和<span style="color: black;">营销</span>转化率是呈正<span style="color: black;">关联</span>的。</span><span style="color: black;"><span style="color: black;">宣传</span>所带来的用户<span style="color: black;">是不是</span>有低跳出率，高转化率，很大程度上<span style="color: black;">第1</span>个影响的因素<span style="color: black;">便是</span> landing page。</span><span style="color: black;">一个好的 Landing Page 由多个元素<span style="color: black;">构成</span>，例如 Hero Image、2-3 个<span style="color: black;">重点</span>个客户带来的利益、user cases、Key Features、What’s in the box、Review、其他<span style="color: black;">关联</span><span style="color: black;">制品</span><span style="color: black;">举荐</span>等。</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/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2XAtw3EIpWdwnH6UyTzJX0cMDwMib27b2SuNLaFvYDJ9iaBpX1kVcbIlg/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;">有架构性的 Landing Page 才有方向去优化，需要系统性地去找出跳出率/转化率/Time spend on site 等表现<span style="color: black;">不良</span>的<span style="color: black;">原由</span>是什么。</span><span style="color: black;">在制作<span style="color: black;">或</span>优化 Landing page 的过程中，<span style="color: black;">咱们</span>需要<span style="color: black;">必定</span>量的数据<span style="color: black;">累积</span>[这<span style="color: black;">亦</span>是<span style="color: black;">为何</span>我说新站大<span style="color: black;">都数</span>以亏本<span style="color: black;">起始</span>，<span style="color: black;">由于</span><span style="color: black;">无</span>流量去测试数据]。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在预算充足的<span style="color: black;">状况</span>下，<span style="color: black;">咱们</span>前期<span style="color: black;">能够</span>对核心或热卖<span style="color: black;">制品</span><span style="color: black;">创立</span> 2-3 个<span style="color: black;">区别</span>的 Landing page，这些 landing page <span style="color: black;">能够</span>从架构、内容文案、<span style="color: black;">规律</span>等方面做<span style="color: black;">有些</span><span style="color: black;">区别</span>，<span style="color: black;">而后</span>进行分流测试，找出转化率最好的模型。</span><span style="color: black;">这<span style="color: black;">亦</span>是<span style="color: black;">为何</span>一<span style="color: black;">起始</span>比较<span style="color: black;">举荐</span> Shopify 的<span style="color: black;">原由</span>，卖家<span style="color: black;">能够</span>快速简单的测试<span style="color: black;">区别</span>的 Landing Page，从而快速找到合适的网站<span style="color: black;">营销</span>漏斗。</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/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2HY4pKoR83K2nv6ZPia15icfackP7iakObx0dlLibhm9F6EVbff8UjoD6Vw/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;">在<span style="color: black;">这儿</span><span style="color: black;">亦</span><span style="color: black;">举荐</span> 3 个比较合适的监控工具来<span style="color: black;">帮忙</span>优化：</span><span style="color: black;">Vwo、Google Optimize/360、Hotjar。</span><span style="color: black;">Vwo 是一个<span style="color: black;">经过</span>多边量方式来<span style="color: black;">帮忙</span>网站做 A/B 测试的工具，<span style="color: black;">准许</span>用户创建<span style="color: black;">区别</span>的页面变体来对网站访客进行实验，以确定网站的最佳性能版本。</span><span style="color: black;">但它适用于大中型企业，对中小企业<span style="color: black;">来讲</span>比较昂贵。</span><span style="color: black;">Google Optimize 分为免费版和付费 360 版本，免费版本<span style="color: black;">能够</span>被大<span style="color: black;">都数</span>中小客户<span style="color: black;">运用</span>，功能虽然<span style="color: black;">无</span> Vwo 齐全，但<span style="color: black;">由于</span>是免费，且<span style="color: black;">能够</span>和 Google Analytics 完美搭配，<span style="color: black;">因此呢</span>是一个不错的网站 A/B 测试工具。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Hotjar 是被广泛<span style="color: black;">运用</span>的一个工具。</span><span style="color: black;">它<span style="color: black;">能够</span><span style="color: black;">经过</span>热图、<span style="color: black;">行径</span>录制、回放、转换漏斗、用户调研等方式<span style="color: black;">帮忙</span>网站降低跳出率，改善<span style="color: black;">目的</span>网页的转化次数。</span><span style="color: black;"><span style="color: black;">由于</span>其<span style="color: black;">运用</span>简单且价格实惠，<span style="color: black;">因此呢</span>被<span style="color: black;">非常多</span>营销人员和卖家<span style="color: black;">爱好</span>，但 Hotjar 不支持 A/B 测试。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">CTA 是电商网站的用于触发客户购买的关键点。</span><span style="color: black;">一个 Landing Page只能有一个<span style="color: black;">目的</span>[购买、登记、邮箱<span style="color: black;">位置</span>等]。</span><span style="color: black;">在 Landing Page 中，<span style="color: black;">咱们</span><span style="color: black;">能够</span>尝试<span style="color: black;">区别</span>的 CTA 文案，思考用户购买<span style="color: black;">能够</span>得到什么价值，而非<span style="color: black;">制品</span>。</span><span style="color: black;">最<span style="color: black;">重点</span>的是，CTA 必须要让用户随时随地的能够找到。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5. 电商网站站内 SEO 优化</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自然搜索能带来免费且<span style="color: black;">连续</span>的流量，<span style="color: black;">针对</span>跨境电商网站而言，无疑是最重要的流量<span style="color: black;">源自</span><span style="color: black;">途径</span>之一。</span><span style="color: black;">SEO 能给企业带来<span style="color: black;">非常多</span>的效益：</span><span style="color: black;"><span style="color: black;">提高</span>品牌搜索能见度，在自然搜索结果展现更丰富的品牌信息，促进搜索结果点击率，获取<span style="color: black;">更加多</span>免费<span style="color: black;">精细</span>的自然搜索流量。</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_png/ibJzB4CZdSVVxlGxECY7K5fxhEfJiauFQ2HnmHB0fXvpXtg0wlp02RZ1RYPtRMVMdgkqfLO4qZ9hmAIeY8GQuxuA/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;"><span style="color: black;">初步<span style="color: black;">创立</span>网站的时候，就需要把 SEO 优化工作融入到建站过程中，<span style="color: black;">保证</span>网站谷歌搜索引擎友好，避免后期花费时间精力修改网站。</span><span style="color: black;">站内 SEO 技术优化核心工作<span style="color: black;">重点</span><span style="color: black;">包含</span>以下几个部分：</span><span style="color: black;">网站内链结构，网站速度优化，关键词<span style="color: black;">安排</span>，结构化数据实施等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）网站内链<span style="color: black;">能够</span>为搜索引擎蜘蛛<span style="color: black;">供给</span>爬取路径，促进页面的收录，<span style="color: black;">同期</span>在页面之间传递权重。</span><span style="color: black;">电商网站的架构要<span style="color: black;">重视</span>避免层级太深，<span style="color: black;">由于</span><span style="color: black;">她们</span><span style="color: black;">没法</span><span style="color: black;">得到</span>足够的内链支撑，这会影响页面的排名。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2）不要<span style="color: black;">由于</span>你的网站缓慢而丢失客户，<span style="color: black;">科研</span><span style="color: black;">显示</span>，40％ 的人放弃了需要加载超过 3 秒的网站。</span><span style="color: black;">购买高性能服务器，对<span style="color: black;">照片</span>、代码进行压缩，<span style="color: black;">运用</span>缓存都是能有效<span style="color: black;">提高</span>网站加载速度的方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3）关键词的<span style="color: black;">选取</span>需要<span style="color: black;">思虑</span><span style="color: black;">关联</span>性，搜索量及竞争程度。</span><span style="color: black;"><span style="color: black;">安排</span>关键词时<span style="color: black;">保证</span>正确匹配页面类型，结合用户搜索意图将关键词<span style="color: black;">安排</span>到满足用户<span style="color: black;">需要</span>且最有机会带来转化的页面。</span><span style="color: black;">页面关键词<span style="color: black;">安排</span>的关键位置<span style="color: black;">包含</span>：</span><span style="color: black;">URL、title 及描述标签、<span style="color: black;">文案</span>标题、段落标题等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4）网页结构化数据有利于<span style="color: black;">帮忙</span>谷歌理解页面内容，在自然搜索结果展现摘要内容，促进品牌<span style="color: black;">揭发</span>，<span style="color: black;">从而</span><span style="color: black;">提高</span>网站在自然搜索结果的点击率。</span><span style="color: black;">例如：</span><span style="color: black;"><span style="color: black;">安排</span> Product 结构化数据，<span style="color: black;">能够</span>在搜索结果直接展示<span style="color: black;">制品</span>的价格、评分、供应<span style="color: black;">情况</span>；</span><span style="color: black;"><span style="color: black;">安排</span> Corporate contact、Logo、Social Profile 结构化数据，<span style="color: black;">能够</span>在 Google Knowledge Graph（知识图谱）上，<span style="color: black;">表示</span>品牌<span style="color: black;">关联</span>的 Logo、联络方式、社媒账号信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">6. 结算流程</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">购物流程<span style="color: black;">亦</span>是影响<span style="color: black;">最后</span>转化的重要<span style="color: black;">原因</span>，<span style="color: black;">咱们</span>遇到不少卖家在转化<span style="color: black;">周期</span><span style="color: black;">显现</span>了严重的问题，正常<span style="color: black;">来讲</span>，<span style="color: black;">倘若</span>一个网站的转化率<span style="color: black;">小于</span> 1%，那卖家是要进行深刻检讨的。</span><span style="color: black;">例如下图，<span style="color: black;">咱们</span>从后台截图下来的其中一个转化<span style="color: black;">状况</span>，在加购有 6015 次的<span style="color: black;">状况</span>下，弃购率高达 94.4%。</span><span style="color: black;">从跨境电商独立站正常水平来看，ATC 到转化的弃购率正常保持在 70% <span style="color: black;">上下</span>，输入 Billing 信息到<span style="color: black;">最后</span>结算转化率<span style="color: black;">亦</span>应该在 50% <span style="color: black;">上下</span>才算<span style="color: black;">恰当</span>。</span></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>
<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>
<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>你<span style="color: black;">此刻</span>的网站转化率<span style="color: black;">显现</span>问题，除了需要<span style="color: black;">经过</span> GA 的方式进行<span style="color: black;">仔细</span>分层<span style="color: black;">跟踪</span>外，还需要<span style="color: black;">思虑</span><span style="color: black;">有些</span><span style="color: black;">外边</span>的<span style="color: black;">原因</span>。</span><span style="color: black;"><span style="color: black;">经过</span>调研数据（Statista & Baymard Institute）<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">发掘</span>，放弃购物车最<span style="color: black;">重点</span>的<span style="color: black;">原由</span>有<span style="color: black;">包含</span>额外的收费、需要创建会员账户才<span style="color: black;">能够</span>结算、购买流程太长等。</span></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>
<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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，<span style="color: black;">怎样</span>优化结算流程<span style="color: black;">亦</span>是做独立站至关重要的环节，<span style="color: black;">咱们</span>有以下<span style="color: black;">意见</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1）必须要有“以临时顾客进行结算”，数据<span style="color: black;">表示</span> 35% 的用户会<span style="color: black;">由于</span><span style="color: black;">不可</span><span style="color: black;">运用</span> Guest 进行结算而放弃购物车。</span></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;">准许</span>用户以社交<span style="color: black;">媒介</span>账户进行登录，92% 的用户会<span style="color: black;">由于</span>忘记用户名或<span style="color: black;">秘码</span>而放弃购物。</span><span style="color: black;">在主持会员过程中，不要用确认 Email <span style="color: black;">或</span><span style="color: black;">秘码</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3）在购物流程，减少退出按钮，不要在页面上端<span style="color: black;">表示</span>导航栏！</span><span style="color: black;">只<span style="color: black;">表示</span> Go to Homepage、Back to cart <span style="color: black;">或</span> Contact support。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4）<span style="color: black;">倘若</span>结算流程多于 2 步，在网页上端<span style="color: black;">表示</span>结算流程<span style="color: black;">过程</span>[<span style="color: black;">尽可能</span>缩短<span style="color: black;">过程</span>，多余<span style="color: black;">过程</span>会严重影响转化率]。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5）在结束前展示物流以及 checkout 的 summary 信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6）<span style="color: black;">准许</span>多种结算方式：</span><span style="color: black;">Paypal、Credit Card 等！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7）<span style="color: black;">倘若</span>是免邮的，需要在购物流程中加入免邮等信息！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8）<span style="color: black;">倘若</span>购物流程中有输入折扣券的按钮，<span style="color: black;">必定</span>要让客户<span style="color: black;">容易</span>的<span style="color: black;">得到</span> Coupon Code！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做跨境电商，<span style="color: black;">非常多</span>时候跟交<span style="color: black;">伴侣</span><span style="color: black;">同样</span>。</span><span style="color: black;"><span style="color: black;">倘若</span>说<span style="color: black;">咱们</span>的<span style="color: black;">目的</span>是要交到志同道合的<span style="color: black;">伴侣</span>，那<span style="color: black;">咱们</span><span style="color: black;">首要</span>要做好<span style="color: black;">第1</span>印象，给他人留下好的印象。</span><span style="color: black;">对应到跨境独立站，<span style="color: black;">宣传</span>推广会给用户<span style="color: black;">第1</span>印象，<span style="color: black;">怎样</span>做好<span style="color: black;">第1</span>印象，那<span style="color: black;">咱们</span>需要优化营销素材。</span><span style="color: black;">感兴趣的用户会愿意进一步<span style="color: black;">认识</span>你，到你的网站，浏览你的本质。</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>用户觉得你的<span style="color: black;">制品</span>还不错，会尝试加入购物车，加购后就像是交<span style="color: black;">伴侣</span>场景中的彼此相互认可。</span><span style="color: black;"><span style="color: black;">倘若</span>你表现得很糟糕，用户<span style="color: black;">亦</span>会<span style="color: black;">离开</span>。</span><span style="color: black;"><span style="color: black;">因此</span><span style="color: black;">咱们</span>依然要<span style="color: black;">供给</span>好的服务和体验，直至最后成交，和客户绑定在<span style="color: black;">一块</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后<span style="color: black;">倘若</span>确定好<span style="color: black;">伴侣</span>身份，双方<span style="color: black;">无</span>处理好<span style="color: black;">平常</span>小摩擦，那<span style="color: black;">最后</span><span style="color: black;">亦</span>可能会曲终人散。</span><span style="color: black;"><span style="color: black;">一样</span>的，<span style="color: black;">倘若</span>用户在<span style="color: black;">运用</span><span style="color: black;">制品</span>的过程中，<span style="color: black;">制品</span>和售后<span style="color: black;">无</span>得到<span style="color: black;">保证</span>，那就很难让用户<span style="color: black;">作为</span><span style="color: black;">咱们</span>的忠实用户了。</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;">因此</span><span style="color: black;">制品</span>和人<span style="color: black;">同样</span>，<span style="color: black;">基本</span>的东西不是装扮<span style="color: black;">怎样</span>，而是<span style="color: black;">咱们</span>的本质<span style="color: black;">怎样</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">*本文由 SEVENS 和专注 SEO 的 CROSS BORDER DIGITAL <span style="color: black;">一起</span>撰写，感谢 Google <span style="color: black;">供给</span>的数据和资料支持。</span></p><span style="color: black;">
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