高转化、赢效果，落地页设计需要这般做！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页界面的设计能影响营销宣传的效果，<span style="color: black;">那样</span>，<span style="color: black;">针对</span>设计而言该<span style="color: black;">怎样</span>设计好落地页界面呢？作者对此进行五个方面的分析，<span style="color: black;">一块</span>来<span style="color: black;">瞧瞧</span>吧，<span style="color: black;">期盼</span>能对你有所<span style="color: black;">帮忙</span>。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/TVpQ22aFymJdfK~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725672685&x-signature=aFn05BR3MDG65QO1wXL0SxUAPP8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销效果<span style="color: black;">是不是</span>好，落地页是关键一环。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">宣传</span>投放中，创意触达用户，将潜客引入落地页，<span style="color: black;">最后</span>能否激发用户兴趣，让用户产生转化<span style="color: black;">行径</span>，还需由落地页决定。<span style="color: black;">因此呢</span>，落地页的CVR提效至关重要。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页<span style="color: black;">恰当</span>设计以及正确地<span style="color: black;">回复</span><span style="color: black;">需要</span>，是<span style="color: black;">宣传</span>主和用户之间最<span style="color: black;">有效</span>的沟通方式。<span style="color: black;">怎样</span>设计落地页，<span style="color: black;">怎样</span><span style="color: black;">经过</span>优化<span style="color: black;">提高</span>落地页转化率？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个问题要从落地页页面转化<span style="color: black;">规律</span>出发。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>落地页页面转化<span style="color: black;">规律</span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">行业<span style="color: black;">区别</span>，落地页侧重点<span style="color: black;">区别</span>，<span style="color: black;">然则</span>高转化率的落地页存有共通性，<span style="color: black;">倘若</span>能从落地页的本质去做设计和优化，思路会变得更加清晰。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">页面转化<span style="color: black;">规律</span>分为四个方向：激发兴趣、<span style="color: black;">有效</span>浏览、<span style="color: black;">增多</span>信任<span style="color: black;">干涉</span>频率和引导转化，理解落地页转化<span style="color: black;">规律</span>是做好页面的<span style="color: black;">基本</span>。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/Tjwk55p6DPbE0Y~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725672685&x-signature=Q78lW63EvBQOXJChwG3VUNwEuy0%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面将<span style="color: black;">按照</span>落地页页面转化<span style="color: black;">规律</span>，<span style="color: black;">仔细</span>阐述<span style="color: black;">怎样</span><span style="color: black;">经过</span>页面布局和内容，达成以上四个转化<span style="color: black;">目的</span>。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>激发兴趣</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">经过</span><span style="color: black;">宣传</span>展现进入落地页，是为了满足核心诉求，<span style="color: black;">因此呢</span>创意-落地页是一个完整的流程，它们之间需要保持强<span style="color: black;">关联</span>性，<span style="color: black;">保准</span>言之有物，<span style="color: black;">才可</span>让用户产生兴趣，留在页面中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>主应<span style="color: black;">按照</span>用户的诉求，构建完整的框架结构。创意中的卖点在落地页中一一对应。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，落地页需保持良好的视觉体验，利用<span style="color: black;">照片</span>、文字、视频等方式全方位呈现信息内容。卖点信息<span style="color: black;">明显</span>，在头图醒目位置用吸睛文案呈现，<span style="color: black;">诱发</span>关注度。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/Tjwk585A8yVKoA~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725672685&x-signature=Z0S55jn6nDXfD4ZtPGrLeG1qm%2BY%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">3、</span><span style="color: black;">有效</span>浏览</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页页面布局<span style="color: black;">是不是</span><span style="color: black;">恰当</span>，直接影响用户<span style="color: black;">是不是</span>能顺利看完。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>主需要<span style="color: black;">思虑</span>用户阅读的时间、状态，<span style="color: black;">恰当</span>设置版块<span style="color: black;">规律</span>和内容数量，让用户阅读起来不紧张、不焦虑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页框架<span style="color: black;">重点</span>分为三部分：首页、中间页、尾页。</p>首页<span style="color: black;">明显</span>业务、品牌<span style="color: black;">优良</span>，给予用户<span style="color: black;">自信心</span>。中间页介绍<span style="color: black;">详细</span>业务内容，说明<span style="color: black;">处理</span>用户<span style="color: black;">需要</span>的<span style="color: black;">方法</span>，强化用户<span style="color: black;">自信心</span>。尾页再度强调<span style="color: black;">自己</span>实力，与用户产生共鸣，<span style="color: black;">促进</span>转化。<img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/Tjwk58nAWHLPsn~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725672685&x-signature=Fozs%2BM%2FX%2Bl6nidclOXf6F6UWh28%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在落地页设计中，核心<span style="color: black;">目的</span>是详尽呈现重点内容，满足用户<span style="color: black;">需要</span>。页面内容避免冗长，适中篇幅长度输出，<span style="color: black;">意见</span>落地页屏数<span style="color: black;">掌控</span>在5屏以内，3屏长度最佳。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4、</span><span style="color: black;">增多</span>信任<span style="color: black;">干涉</span>频率</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个<span style="color: black;">能够</span>让用户充分信任的<span style="color: black;">制品</span>，<span style="color: black;">才可</span>与用户<span style="color: black;">创立</span>起良好的关系，以下两点是让用户<span style="color: black;">提高</span>信任感的<span style="color: black;">平常</span>手段：</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;">第1</span>是<span style="color: black;">明显</span><span style="color: black;">运用</span>效果，⼈们想象⾃⼰即将<span style="color: black;">得到</span>奖赏的时候，多巴胺分泌就会<span style="color: black;">快速</span><span style="color: black;">提高</span>，这<span style="color: black;">便是</span>【期盼效应】。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，<span style="color: black;">倘若</span>想让⽤户产⽣转化⾏为，<span style="color: black;">能够</span><span style="color: black;">经过</span>真实的场景、真⼈使⽤的图⽚让<span style="color: black;">她们</span>想象⾃⼰<span style="color: black;">运用</span><span style="color: black;">制品</span>或服务后的效果。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/Tjwk59BCD1EK4p~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725672685&x-signature=KH8P8GU8fWdURGkjWrVi8gLEA0g%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第二是打造社会认同。⼈在不确<span style="color: black;">按时</span>，会跟随⼤众做决定。<span style="color: black;">因此呢</span>在落地⻚中，<span style="color: black;">能够</span><span style="color: black;">插进</span>⼝碑和⽤户<span style="color: black;">评估</span>模块来承接这⼀部分，展现销量、回头率、服务覆盖⾯都<span style="color: black;">能够</span><span style="color: black;">加强</span>用户<span style="color: black;">自信心</span>。</strong></p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/Tjwk59eFa20liG~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725672685&x-signature=UCmoO4HGChTfREca4blMT2E0Jh8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">除此之外，落地页中<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">插进</span>权威背书，由第三⽅组织来肯定企业服务或<span style="color: black;">制品</span>，打造更强的专业感、真实感。</strong></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">5、</span>引导转化</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页的<span style="color: black;">最后</span>目的是引导用户在页面上完成互动转化<span style="color: black;">行径</span>，留下线索。<span style="color: black;">因此呢</span>转化组件至关重要。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">意见</span><span style="color: black;">宣传</span>主采用多样转化组件，穿插在内容模块之间，抓住用户心理，直接实现转化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>给<span style="color: black;">大众</span><span style="color: black;">供给</span><span style="color: black;">有些</span>小技巧辅助<span style="color: black;">提高</span>转化率：减少用户操作（简化表单<span style="color: black;">过程</span>）、减少用户思考（<span style="color: black;">增多</span>弹窗/悬浮按钮）、减少操作误差（<span style="color: black;">增多</span>挽留设置）。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/Tjwk5fWFEyOAGS~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725672685&x-signature=DmnpNfToYirlgjdOcK3eFkOfOa8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，用户在最后的决策<span style="color: black;">周期</span>，<span style="color: black;">倘若</span>有进一步的优惠刺激则能有效引导用户留资<span style="color: black;">乃至</span>下单，<span style="color: black;">意见</span>向用户展示有时效性的优惠活动。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上<span style="color: black;">便是</span><span style="color: black;">有些</span>关于落地页设计的技巧，希望对你有<span style="color: black;">帮忙</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @DU小知 原创发布于人人都是<span style="color: black;">制品</span>经理，未经作者许可，禁止转载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自 Unsplash，基于CC0协议。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">该文观点仅<span style="color: black;">表率</span>作者<span style="color: black;">自己</span>，人人都是<span style="color: black;">制品</span>经理平台仅<span style="color: black;">供给</span>信息存储空间服务。</p>
楼主的文章深得我心，表示由衷的感谢！
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