219mze 发表于 2024-8-31 16:33:25

转化率低，可能是因为你的落地页设计不及格


    <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;">宣传</span>投放<span style="color: black;">或</span>SEO获取流量后，能否带来转化是非常关键的，<span style="color: black;">否则</span><span style="color: black;">咱们</span>既浪费了时间<span style="color: black;">亦</span>浪费了金钱，落地页是跟转化率直接挂钩的，<span style="color: black;">非常多</span>时候<span style="color: black;">咱们</span>的落地页转化率低可能跟你的落地页设计不<span style="color: black;">恰当</span><span style="color: black;">相关</span>系。</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;">首要</span>，<span style="color: black;">咱们</span>先要<span style="color: black;">晓得</span>转化率在多少是比较正常的，<span style="color: black;">区别</span>行业转化率<span style="color: black;">区别</span>，<span style="color: black;">然则</span>我认为不管你是做B2B还是B2C，转化率<span style="color: black;">小于</span>1%这个问题就非常大了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天这篇<span style="color: black;">文案</span>，我就带<span style="color: black;">大众</span>来聊聊落地页。</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;">什么是落地页Landing Page</span></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<span style="color: black;">便是</span>能够承载你流量的页面，网站的任何一个页面都<span style="color: black;">能够</span><span style="color: black;">叫作</span>作landing page，落地页的目的是尽最大可能的让用户<span style="color: black;">经过</span>浏览落地页从而对<span style="color: black;">机构</span>的<span style="color: black;">制品</span>产生兴趣，<span style="color: black;">咱们</span><span style="color: black;">按照</span><span style="color: black;">区别</span>的<span style="color: black;">目的</span>要设计<span style="color: black;">区别</span>的落地页，博客站落地页的目的是为了获取用户邮箱，B2B网站的落地页是为了让用户主动发送线索询盘，B2C的落地页是为了促进用户直接在线下单。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d7eb2e4eb4594949bfba1ca38d5a1970~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725672250&amp;x-signature=SEk90veWcayONg3pGA0CEyZgI%2B8%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">落地页的形式有哪几种？</span></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;">博客<span style="color: black;">文案</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">博客<span style="color: black;">文案</span><span style="color: black;">做为</span>落地页比较<span style="color: black;">平常</span>于<span style="color: black;">咱们</span>在做长尾词SEO还有做affiliate marketing的时候</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B2B工业品<span style="color: black;">经过</span>长尾词布局关于<span style="color: black;">制品</span>的<span style="color: black;">文案</span>，引导客户来到文章页面，<span style="color: black;">倘若</span><span style="color: black;">文案</span>写的足够专业，客户就会对<span style="color: black;">机构</span>的专业度很认可，比较<span style="color: black;">平常</span>的做法<span style="color: black;">便是</span>在每篇<span style="color: black;">文案</span>的底部留下contact form表单<span style="color: black;">或</span><span style="color: black;">经过</span>一个<span style="color: black;">转</span>按钮引导至<span style="color: black;">制品</span>的详情页面，当然<span style="color: black;">制品</span>的详情页肯定<span style="color: black;">亦</span>要有联系表单。</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;">这儿</span><span style="color: black;">咱们</span>要<span style="color: black;">重视</span>，<span style="color: black;">通常</span><span style="color: black;">咱们</span><span style="color: black;">经过</span>长尾词写<span style="color: black;">文案</span>的时候是围绕着Cutomer Journey来写，<span style="color: black;">通常</span>就是围绕用户在Awareness还有interest这2个<span style="color: black;">周期</span>来<span style="color: black;">持续</span>教育客户。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举个例子，<span style="color: black;">倘若</span>你是做升降办公桌的，可能你就需要围绕<span style="color: black;">有些</span>办公室<span style="color: black;">平常</span><span style="color: black;">疾患</span>，<span style="color: black;">怎样</span>避免久坐患腰椎这种类似的<span style="color: black;">专题</span>写，在这种<span style="color: black;">文案</span>里面<span style="color: black;">移植</span>升降办公桌的好处。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Affiliate Marketing的<span style="color: black;">通常</span><span style="color: black;">亦</span>是<span style="color: black;">选取</span><span style="color: black;">宣传</span>投放到这种<span style="color: black;">文案</span>的落地页，然后<span style="color: black;">文案</span>中<span style="color: black;">插进</span><span style="color: black;">有些</span>亚马逊<span style="color: black;">或</span>独立站的<span style="color: black;">制品</span>链接。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">博客<span style="color: black;">文案</span>落地页形式<span style="color: black;">针对</span>做电商独立站<span style="color: black;">来讲</span>还有一个好处<span style="color: black;">便是</span><span style="color: black;">能够</span>收集用户的邮箱，后面<span style="color: black;">能够</span><span style="color: black;">持续</span>推送<span style="color: black;">文案</span><span style="color: black;">或</span><span style="color: black;">制品</span>折扣来催促客户下单。</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;">网站单页</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种落地页形式<span style="color: black;">区别</span>于网站首页，<span style="color: black;">由于</span><span style="color: black;">倘若</span>把流量引导到网站首页的话，网站首页会把进来的用户分散到其他页面，<span style="color: black;">实质</span>上<span style="color: black;">咱们</span>的落地页<span style="color: black;">目的</span>很单一，要么走，要么留下联系方式，<span style="color: black;">因此</span><span style="color: black;">咱们</span>需要用到网站单页这种落地页。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网站单页里面<span style="color: black;">通常</span>不会<span style="color: black;">包括</span>顶部菜单链接还要底部的footer链接，页面要直接把能够<span style="color: black;">处理</span>用户痛点的<span style="color: black;">优良</span>列出来，<span style="color: black;">这儿</span><span style="color: black;">必定</span>要<span style="color: black;">重视</span>列举<span style="color: black;">优良</span>的时候<span style="color: black;">必定</span>要多用"You"这种站在客户<span style="color: black;">方向</span>的单词，能够为客户<span style="color: black;">处理</span>什么问题，避免一个劲的夸自己，还有<span style="color: black;">协同</span>一些review<span style="color: black;">或</span>客户反馈。</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;">例如</span>下面2个落地页，左边是Homepage，右边<span style="color: black;">便是</span>一个单页landing page，很<span style="color: black;">显著</span>看出来右边这个很简单，<span style="color: black;">然则</span>目的性非常强。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/62384313425e4a61be6f1e2265d42f02~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725672250&amp;x-signature=fcE0N%2FSlio8EH4VII22Q4haZiJA%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <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 style="color: black;">制品</span>页面落地页</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我在做B2C独立站的时候，很<span style="color: black;">爱好</span>把<span style="color: black;">制品</span>页面<span style="color: black;">做为</span>一个落地页，用户搜索我<span style="color: black;">制品</span>的时候，点击<span style="color: black;">宣传</span>直接进入我<span style="color: black;">制品</span>页面，<span style="color: black;">针对</span>这种做法，可能有人觉得有点冒险，毕竟独立站<span style="color: black;">区别</span>于亚马逊，在信任度上还是差<span style="color: black;">有些</span>的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我很赞同这种观点，<span style="color: black;">因此</span>这种落地页影响成交的<span style="color: black;">重点</span><span style="color: black;">原因</span><span style="color: black;">便是</span>客单价还有<span style="color: black;">制品</span><span style="color: black;">是不是</span>刚需。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前两天测了一个新品，客单件从39.99美金到59.99美金，直接跑的谷歌搜索<span style="color: black;">宣传</span>，落地页<span style="color: black;">便是</span><span style="color: black;">制品</span>页面，当天<span style="color: black;">夜晚</span>出了3个订单。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8d812f7373224d2584d334e17b715449~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725672250&amp;x-signature=Fb5D4BgB7rFLVAXS3J656YO7uM0%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <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;">针对</span>客单价不是很高的<span style="color: black;">制品</span>，可以直接把<span style="color: black;">制品</span>页做成落地页，我这个新品的review一共就写了4个。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有一种刚需<span style="color: black;">制品</span>，客单价可能会很高，<span style="color: black;">然则</span><span style="color: black;">由于</span>属于<span style="color: black;">需要</span>比较<span style="color: black;">剧烈</span>的，转化率<span style="color: black;">亦</span>是<span style="color: black;">能够</span>的。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/fdaa3ebcb81e433d9fc932c9c54d5ec6~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725672250&amp;x-signature=K8vuZpRFzlH6cywr9HU1ohT%2BybQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上面这种<span style="color: black;">制品</span>客单价高，<span style="color: black;">然则</span>依然能出单。</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;">针对</span>高客单价的<span style="color: black;">制品</span>，落地页的review数量<span style="color: black;">必定</span>要多，<span style="color: black;">况且</span><span style="color: black;">协同</span>滚动social proof，<span style="color: black;">便是</span>xx客户几小时前下单这种插件来诱导客户主动加购，这是利用从众的心理。</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;">另一</span><span style="color: black;">亦</span>要有优惠倒计时的元素，催促客户赶紧购买，这是利用人类与生俱来的损失厌恶心理。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/72e5af0def4c485992dace021b726819~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725672250&amp;x-signature=paNhvYzN0hb4EXU0XR5LrKqbm1k%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">退换货政策，免邮，安全付款方式提示这些都是<span style="color: black;">能够</span>让客户产生信任的元素。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上<span style="color: black;">便是</span>几种比较<span style="color: black;">平常</span>的落地页形式，除了以上几点，还有几点<span style="color: black;">亦</span>是我想分享给各位的：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1，你的<span style="color: black;">宣传</span>文案<span style="color: black;">必定</span>要和落地页的文案一致，<span style="color: black;">咱们</span>投放了关于男装的<span style="color: black;">宣传</span>，落地页却是<span style="color: black;">打扮</span>品的，肯定不行。</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;">例如</span>下面这个例子，<span style="color: black;">宣传</span>文案和落地页<span style="color: black;">便是</span>一致的，都是关于男性健康。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p9-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b49c52823bcf41498d2540be712b307a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725672250&amp;x-signature=Q35JCTHuyAWOB07x%2FV5n%2B%2BOU5Vk%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/184f6dfd676346fca3fd5ad33bfd83d1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725672250&amp;x-signature=J7iLRD6itgR9ZMRAlqJAA3dwDVU%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2，落地页不是一成不变，是需要<span style="color: black;">持续</span>测试的，大到落地页的布局，小到CTA按钮的颜色都会对转化有影响，<span style="color: black;">因此</span>需要<span style="color: black;">持续</span>测试。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3，落地页<span style="color: black;">必定</span>要有CTA行动号召，你不去主动引导用户，用户可能都不<span style="color: black;">晓得</span>接下来该干什么，要么诱导填写邮箱，要么加购。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4，落地页<span style="color: black;">必定</span>不要做得花里胡哨，最好不要超过3种色调，要看上去简洁明了，把要<span style="color: black;">明显</span>的<span style="color: black;">明显</span>，<span style="color: black;">倘若</span>太拥挤会影响用户的浏览体验。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5，引导用户留邮箱填写的信息<span style="color: black;">不可</span>太多，B2B只需要姓名，邮箱，<span style="color: black;">机构</span><span style="color: black;">就可</span>，B2C只填写一个邮箱就够了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">落地页<span style="color: black;">做为</span>流量的承载页面，<span style="color: black;">针对</span>流量的转化起着非常重要的<span style="color: black;">功效</span>，<span style="color: black;">咱们</span><span style="color: black;">必定</span>要好好打磨落地页，尽最大可能促成用户的转化。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上内容属作者个人观点，转载需经作者授权同意。</p>




4lqedz 发表于 2024-11-1 16:27:49

感谢你的精彩评论，带给我新的思考角度。
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查看完整版本: 转化率低，可能是因为你的落地页设计不及格