m5k1umn 发表于 2024-8-31 17:30:48

转化率翻倍！跑量的落地页到底应该怎么做


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文<span style="color: black;">源自</span>：公众号：百度营销服务联络中心（ID：baiduyingxiaocc）</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在营销推广中，落地页是<span style="color: black;">宣传</span>主收集线索的重要工具。<span style="color: black;">优秀</span>的落地页<span style="color: black;">能够</span>延长用户停留时间，<span style="color: black;">促进</span>用户留资和成单，大大<span style="color: black;">提高</span>获客效率。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那怎么样<span style="color: black;">才可</span>打造出高转化率的落地页呢？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">设计本身，<span style="color: black;">便是</span>以⼈为本。本期<span style="color: black;">咱们</span>从心理学出发，洞察用户<span style="color: black;">行径</span>习惯和决策动机，总结9大落地页制作和优化<span style="color: black;">办法</span>，助力效果<span style="color: black;">提高</span>。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">重点信息放在首页版面1/3处</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互联⽹时代，用户很少会逐字逐句地阅读落地页，<span style="color: black;">大众</span>更偏向⼀⽬多⾏地对⻚⾯进⾏扫描。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span><span style="color: black;">咱们</span>引⼊视觉动线的概念，<span style="color: black;">一般</span>用户会先看首页中⼼靠上位置，但肯定不是⻚⾯最顶部，<span style="color: black;">由于</span>大<span style="color: black;">都数</span>用户都会认为顶部是留⽩、logo、导航等不重要的信息。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在扫一眼中心之后，用户就会<span style="color: black;">根据</span>语⾔⽂字习惯，从上到下，从左到右，产⽣⼀条视觉动线：</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/a169a748f955db5f5160c8c5a0ada217~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=NzMeFEymSjcjcgxxNOJfEXgoy20%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;">倘若</span><span style="color: black;">显现</span>⼀张图，<span style="color: black;">尤其</span>是带⼈脸的照⽚，<span style="color: black;">或</span>会动的元素，这类内容就会<span style="color: black;">导致</span>用户的<span style="color: black;">重视</span>，从⽽打破<span style="color: black;">本来</span>的阅读<span style="color: black;">次序</span>。</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;">咱们</span><span style="color: black;">能够</span>总结两个设计启示，一是将最重要的信息<span style="color: black;">尽可能</span>放在屏幕上1/3处，<span style="color: black;">或</span>偏中间。</p><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/2700a6a164e033027bec8602442f2812~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=2%2FLUIoVjxU142YG8xDOlOaOKH%2Fo%3D" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二是<span style="color: black;">根据</span>惯常的阅读<span style="color: black;">次序</span><span style="color: black;">恰当</span>设计，避免⽤户来回跳跃阅读内容。</p><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/f713b60b55ec88b585cca2a40d0b5bc4~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=lPkBLA0Fkpc8nrO25ZyRrslL%2FAI%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">善用<span style="color: black;">名人</span>吸睛</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">⼤脑的视觉⽪质之外有专⻔的⼈脸识别区域，相<span style="color: black;">针对</span>其他元素，大脑<span style="color: black;">针对</span>人脸的识别会更<span style="color: black;">快速</span>。</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>在落地页的设计中，<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>将⼈物摆在头图，快速抓住用户视线，<span style="color: black;">促进</span>用户<span style="color: black;">连续</span>浏览。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/564d430f16e8dd6923f9a127a227511b~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=U2R46ONnpLUBtzumy1gmnll1xWU%3D" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">宣传</span><span style="color: black;">名人</span>的<span style="color: black;">选取</span>上，<span style="color: black;">这儿</span><span style="color: black;">亦</span>给到两个小技巧。<span style="color: black;">第1</span>，是利⽤⼈眼和姿势达到指向的作⽤。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">眼球<span style="color: black;">跟踪</span>调研<span style="color: black;">显示</span>，<span style="color: black;">倘若</span>在⽹⻚上有⼀张图⽚，图上的⼈物眼睛不看<span style="color: black;">咱们</span>，⽽是看向⼀个<span style="color: black;">制品</span>，<span style="color: black;">那样</span><span style="color: black;">咱们</span><span style="color: black;">亦</span>会不由⾃主的看向那个<span style="color: black;">制品</span>。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/225607f75c3188bda75036da074a91ea~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=qdzrafM6aKsFW27BIdCBAF9nRxU%3D" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二是善于利⽤⼈物的表情，<span style="color: black;">例如</span>使⽤微笑的⼈物，<span style="color: black;">能够</span>传达服务满意、认可、<span style="color: black;">制品</span>很好、享受其中的感觉，会有很强的感染⼒，向用户传达信任感。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/2f74b020590a95cafedd20773d859c93~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=tGeNoemkJqCV8x65qbvDJx8A%2FD8%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">多<span style="color: black;">运用</span>⼆维图像</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">人类视⽹膜是⼆维<span style="color: black;">影像</span>，<span style="color: black;">因此呢</span>大脑对⼆维图像识别更快。三维图像虽然信息多，但⼤脑要拆分信息识别，减慢理解速度，这<span style="color: black;">亦</span>是互联⽹UI⾛向扁平化设计的理论⽀持之⼀。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在落地⻚中，需要⽤户快速读取信息的时候，<span style="color: black;">意见</span>配图<span style="color: black;">尽可能</span>⽤⼆维、简单元素，少⽤三维元素。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">⽐如像下图这类密集的⼩利益点描述，表意⽐较好归纳，⽤简约的icon形式就会⽐放具象事物的图⽚更合适。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/1baa696fb4f4897965e5693af2b3574c~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=U1%2B65JK45uaKUdQ4sy6D6TahhG4%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">文字样式通俗、<span style="color: black;">体积</span>适中</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营造流畅的阅读体验，在落地页设计中非常重要。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">意见</span>落地页不要<span style="color: black;">运用</span>过于花俏的字体样式。<span style="color: black;">倘若</span>用户很难看出是什么⽂字的段落，会误认为这段⽂字本身内容<span style="color: black;">亦</span>是<span style="color: black;">不易</span>理解的。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/447a4fdbbd3c63bd25e298cd4c4f6df7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=7ADjofl1AWBYGz%2BVSLhmGflNu2w%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;">同期</span>，不要<span style="color: black;">运用</span>太⼩和太浅的⽂字。字号、字形、字⾊，都在影响⼤脑识别速度，尤其是⽬标⽤户⾥有中⽼年⼈的<span style="color: black;">宣传</span>主，更需要格外<span style="color: black;">重视</span>。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/703328498c259293f90f2bcb3d550227~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=5bRb5OmXdCPqZF2q%2FfTrt9nzxcM%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">明显</span><span style="color: black;">运用</span>效果</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">科研</span><span style="color: black;">发掘</span>，当⼈们想象⾃⼰即将<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】，多巴胺对促进决策⾏为有着⾄关重要的作⽤。</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>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">⽐如下图案例，左边单纯平铺<span style="color: black;">制品</span>，视觉枯燥，⽤户<span style="color: black;">不可</span>很快<span style="color: black;">捉捕</span>卖点，⽽右边有⼀位⼥性搭配⽑⼱使⽤的视觉场景则很好地表现了⽑⼱亲肤，柔软的特性。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/b0776c6fa1f8a069e38de0918afcd420~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=wN%2BTiq41VZFcLJQxQnIOVYFOAXs%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">仅<span style="color: black;">举荐</span>少量<span style="color: black;">制品</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">人们在购物时，都<span style="color: black;">期盼</span>企业能<span style="color: black;">供给</span><span style="color: black;">更加多</span>更全的<span style="color: black;">选取</span>，但到了抉择时刻，<span style="color: black;">太多</span>的<span style="color: black;">选取</span>却会让⼈产⽣<span style="color: black;">选取</span><span style="color: black;">阻碍</span>，拖慢做转化决策的进度。</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;">咱们</span>更<span style="color: black;">举荐</span><span style="color: black;">宣传</span>主在落地页中，针对⽬标⽤户<span style="color: black;">举荐</span>少量的爆款<span style="color: black;">制品</span>/服务，⽽不是将<span style="color: black;">所有</span>的<span style="color: black;">制品</span>和服务都平铺在⽤户⾯前。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/bea4236eaf7c25ac8a95671812e5e627~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=626xhAjLDnh5PfOYSYUUp6yKZUI%3D" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为了防⽌太过类似的卖点，<span style="color: black;">每一个</span><span style="color: black;">制品</span>之间越有差异，⽤户就越容易做出抉择。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">打造社会认同</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在面临不确定的抉择时，⼈会依靠他⼈做决定，会跟随⼤众的<span style="color: black;">选取</span>。社会认同是最有效的说服原则之一。</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>，当用户浏览落地页时，<span style="color: black;">她们</span>会很乐于看到别人购买这个商品<span style="color: black;">或</span>服务的迹象，证明该商品/服务是值得信赖的。</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<span style="color: black;">能够</span>在落地页中<span style="color: black;">插进</span>⼝碑和⽤户<span style="color: black;">评估</span>模块，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>。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/e73d609f4c205bd46ce9a0ce79dcd256~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=tuOJCvaSA9MI3rNWgD%2BFhDXPtfo%3D" style="width: 50%; margin-bottom: 20px;">
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">加入权威认证</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在落地⻚场景⾥，<span style="color: black;">倘若</span>企业服务和<span style="color: black;">制品</span><span style="color: black;">针对</span>⽤户是完全陌⽣的，<span style="color: black;">怎样</span>在<span style="color: black;">短期</span>内让⽤户相信<span style="color: black;">制品</span>和服务，直接影响转化呢？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">比起<span style="color: black;">宣传</span>主⾃卖⾃夸，第三⽅权威组织的肯定会有效<span style="color: black;">非常多</span>，会让用户<span style="color: black;">创立</span>更强的信任感。</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;">宣传</span>主<span style="color: black;">能够</span>靠<span style="color: black;">陈列</span>证书、承诺信息去承接。在视觉设计上⼀定要规整、正式、严肃，<span style="color: black;">明显</span>权威感、真实感。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/1cc05bddb23de2ddf3a15ef6268554c9~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=BBcptkD2%2FHEjuRH0XS%2F9CDq3S3c%3D" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">证书太⼩可能不⾜以表达卖点，<span style="color: black;">能够</span>针对局部做放⼤处理，让用户更能明⽩你想佐证的是哪个点。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/6e0c04456103b72de526fa31b6c227ce~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=Na2ULk8xJaisfWfhF6n4Aig31Zs%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;">另一</span>，⼈容易受强势者影响，明星、医⽣、律师或行业专业⼈⼠的形象，<span style="color: black;">亦</span><span style="color: black;">能够</span>传达权威感。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">不要做反人性的设计</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">⼈会<span style="color: black;">按照</span>物体的外观，对功能进⾏预期，<span style="color: black;">例如</span>人们看到⻔把⼿，潜<span style="color: black;">认识</span>⾥就<span style="color: black;">晓得</span>它是怎么⽤的，这个是⼈机交互的<span style="color: black;">基本</span>概念。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">回到落地⻚场景，<span style="color: black;">宣传</span>主都<span style="color: black;">期盼</span>用户能点击按钮进行转化，<span style="color: black;">因此呢</span>永远不要让⽤户花时间去思考要到底哪⾥能点击。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，转化按钮要非常显眼，要有点击感。在下图案例中，左图⼀键抢订的按钮和输入框都是⽩底，而右图将按钮反⾊处理，点击感更强，上⽅留资的⽬标<span style="color: black;">亦</span>就变得更<span style="color: black;">知道</span>。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/d1a183021f07abfdd2f6dd260f7deb5f~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=9O%2FvlLrfBGnRbWDA%2FqjJYXTtf8Y%3D" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">反之如此，<span style="color: black;">倘若</span>不是按钮的地⽅却设计<span style="color: black;">成为了</span>按钮的样式，⽤户点击没反应，<span style="color: black;">亦</span>会<span style="color: black;">导致</span>糟糕的体验。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/b56ba9b32563320fe8423f0a5a1598c3~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725673616&amp;x-signature=nDJej4iUcGbesQpJ%2BNLuU6g1pG4%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;">因此呢</span>想要<span style="color: black;">宣传</span>转化率<span style="color: black;">提高</span>，转化按钮的设计应该清晰易懂，避免<span style="color: black;">导致</span>歧义，<span style="color: black;">引起</span>用户意向降低。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总的<span style="color: black;">来讲</span>，落地页<span style="color: black;">做为</span>用户转化的关键环节，不仅内容要符合用户<span style="color: black;">需要</span>，打造良好的阅读体验<span style="color: black;">亦</span>非常重要。</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<span style="color: black;">能够</span>多站在用户的<span style="color: black;">方向</span>，从用户的<span style="color: black;">行径</span>习惯出发，打造舒适的浏览视觉动线，<span style="color: black;">提高</span>内容说服力，<span style="color: black;">才可</span>最大限度<span style="color: black;">提高</span>页面转化率。</p>




nqkk58 发表于 2024-9-28 11:07:44

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