优秀的落地页让转化翻倍！商务服务落地页优化指南
<img src="https://mmbiz.qpic.cn/mmbiz_gif/fbac17wmeIGVBf7scautxDYxoS1TkRsF7qMojx3JribHxERYNBkOu8PGSCfBGDhMmIAm2TribMpnicV5Y0oTDkT6Q/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggNBjEsX2cicic7J75LLrWMC0QUf3vTN6YXGHAU0AYSIicp6hiaLSdl5GeQw/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;">源自</span>：百度广州分<span style="color: black;">机构</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本篇给<span style="color: black;">大众</span>带来的是商务服务行业-入户代办/<span style="color: black;">机构</span>注册业务落地页优化指南</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;">1、</span>入户代办业务</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2019年，发改委发布了要<span style="color: black;">处理</span>促进约1个亿农业转移人口落户城镇的问题，<span style="color: black;">一般</span>通</span><span style="color: black;">过积分入户，学历入户，技能入户，职<span style="color: black;">叫作</span>入户，应届生入户等方式入户<span style="color: black;">处理</span>，从政策和丰富的入户方式来看，造就了强大的行业发展<span style="color: black;">潜能</span>和新增</span><span style="color: black;"><span style="color: black;">海量</span>的<span style="color: black;">需要</span>人群，对此，<span style="color: black;">怎样</span>做好策略途径的引导并对落地页进行设想和搭建呢？</span></p><span style="color: black;">剖析入户受众人群，<span style="color: black;">容易</span><span style="color: black;">认识</span>行业优化精髓，附上</span><span style="color: black;"><span style="color: black;">可复制的<span style="color: black;">优秀</span>营销页架构及实战案例，助你<span style="color: black;">容易</span><span style="color: black;">处理</span>客户转化<span style="color: black;">困难</span>！</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、受众人群分析 </span></strong></span><span style="color: black;"><strong style="color: blue;">潜在人群：</strong>以自己<span style="color: black;">实质</span>为出发点，家庭<span style="color: black;">原因</span>及政策实施<span style="color: black;">是不是</span>利于自己入户，以及<span style="color: black;">巴望</span>得到政策利益吸引的<span style="color: black;">信息</span>，保持观望形态从而<span style="color: black;">思虑</span>入户。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">目的</span>人群：</strong>以从正规<span style="color: black;">公司</span><span style="color: black;">认识</span><span style="color: black;">自己</span>的资格以及企业实力和资质以及办理流程及收费是在<span style="color: black;">自己</span><span style="color: black;">实质</span><span style="color: black;">状况</span>承受能力内的，属于<span style="color: black;">详细</span>打算落户的人群。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">精细</span>人群：</strong><span style="color: black;">精细</span>人群与<span style="color: black;">目的</span>人群<span style="color: black;">她们</span>的共通点是政策关注，利益吸引、测评、流程时长以及收费。<span style="color: black;">独一</span><span style="color: black;">区别</span>的是，该类人群<span style="color: black;">思虑</span>到的是效率及服务质量。<span style="color: black;">是不是</span>能快速达成目的，属于已<span style="color: black;">知道</span>落户的人群。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggicGL7KTicuaKk0RGjzYTh6n21kXRKPfvBDQUolw36cnjN1Jibl9nK8Fqw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、三类信息流营销页类型</span></strong></span><span style="color: black;"><span style="color: black;">按照</span><span style="color: black;">区别</span>人群对<span style="color: black;">制品</span>的<span style="color: black;">需要</span>，信息流落地页<span style="color: black;">选取</span>合适的切入点 </span><span style="color: black;"><strong style="color: blue;">1）</strong><strong style="color: blue;">资格评测型</strong></span><span style="color: black;">黄金公式：</span><span style="color: black;"><span style="color: black;">知道</span>业务引导测试+<span style="color: black;">选取</span>题引导表单+入户利益吸引</span><span style="color: black;">从落地页的设计上看，页面主体<span style="color: black;">运用</span>蓝色为主，让整体视觉<span style="color: black;">拥有</span>现代感；以利益点<span style="color: black;">加强</span>意向，利用测试题和已提交成功的GIF图<span style="color: black;">增多</span>用户的紧迫度，<span style="color: black;">加强</span>ROI。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggJqns9YF1mRDicqQ2YKnwlfe6E4JYtBiaKmB0VRJFcia2NriaPiaQb1Qey4A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;">2）</strong><strong style="color: blue;">仿官网政策型</strong></span><span style="color: black;">黄金公式：</span><span style="color: black;">仿政府官网类型头图+入户政策吸引+表单引导</span><span style="color: black;">利用官方的权威性，仿照官网的色系风格，加强用户信任度，<span style="color: black;">加强</span>用户停留时长，利用测试表单<span style="color: black;">导致</span>潜在人群对<span style="color: black;">自己</span><span style="color: black;">要求</span>进行测评，继而进行下一步<span style="color: black;">认识</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggnBUicOAugkZ64jIjX2yYBHvLfLjlDEICoFGRNicQFeYibhemvbGWztiaiaA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;">3）</strong><strong style="color: blue;">企业实力型</strong><span style="color: black;">黄金公式：</span><span style="color: black;"><span style="color: black;">知道</span>业务+<span style="color: black;">机构</span>实力发展+表单引导</span><span style="color: black;">针对入户强<span style="color: black;">需要</span>人群，用户意向<span style="color: black;">知道</span>，在页面<span style="color: black;">其中</span><span style="color: black;">处在</span>对比<span style="color: black;">选取</span>中，<span style="color: black;">剧烈</span>展现<span style="color: black;">机构</span>实力，激发转化。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggYWzx5wfFMq6BQoGhVV3ZV0QLjAeF0tQWHH5wTHo8BEOef4BQZtNAJA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、两类</span></strong></span><strong style="color: blue;"><span style="color: black;">搜索移动营销页推介</span></strong></span><span style="color: black;">搜索与信息流的最大区别在于：信息流被动推送（激发<span style="color: black;">需要</span>），搜索主动检索（<span style="color: black;">处理</span><span style="color: black;">需要</span>）</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggfEWtyIGgdibDsmlZCtHC0Z1aZ5FfAGjo6KR1D6FIoVCQzabWm7nCwtw/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;"><span style="color: black;">仿官网通用型：</span></strong></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/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggPsicUs6pbicgUB1PSUZJxjxftEjGNF3fyJcD49yTzZGhqRraKZc9ml7Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;"><span style="color: black;">政策吸引通用型：</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHgg6ibEmxFvKwtl8hHj4ZG8iaTfxkvb7BSxbvIQgoQn9ncc9P6hSVxd2RSA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">以上是入户代办业务落地页搭建框架内容，下面<span style="color: black;">咱们</span>再来看<span style="color: black;">机构</span>注册业务落地页。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span><span style="color: black;">机构</span>注册业务</span></strong><span style="color: black;">代办<span style="color: black;">机构</span>注册业务行业市场整体<span style="color: black;">状况</span>：</span><span style="color: black;">以民营为主</span><span style="color: black;">的小微企业蓬勃发展。</span><span style="color: black;">近年来，我</span><span style="color: black;">国<span style="color: black;">持续</span>深化商事制度改革，<span style="color: black;">奋斗</span>营造创业创新的良好环境，充分激发全社会的创业热 </span><span style="color: black;">情，有效助推小微企业发展。</span><span style="color: black;">2018年，新开业小微制造企业38.0万户，比2013年增长62.3%。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggGHibTllgZslB6gWoMUf20UNPPmuH2TTKYeRuXt34iclCB7gaowWehC5Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、受众人群分析</span></strong></span><span style="color: black;"><span style="color: black;">按照</span><span style="color: black;">帮助</span><span style="color: black;">宣传</span>主的数据整理与转化反馈，大部分<span style="color: black;">需要</span>人群以20-40岁男性为主，集中在一二线城市，<span style="color: black;">咱们</span>将此类属性分为2<span style="color: black;">成人</span>群标签属性</span><span style="color: black;"><strong style="color: blue;">潜在人群：</strong>有60%以上<span style="color: black;">重点</span>以创业<span style="color: black;">需要</span>从而对工商知识的<span style="color: black;">认识</span>。以<span style="color: black;">自己</span><span style="color: black;">实质</span>为出发点，在单页中获取价格与以及办理流程。</span><span style="color: black;"><strong style="color: blue;">意向人群：</strong><span style="color: black;">需要</span><span style="color: black;">知道</span><span style="color: black;">，</span>对行业有<span style="color: black;">必定</span>的认识，倾向于服务和口碑。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggwpvO6vPxicibD8HlpMvS6Ojff7OibprQdj8PibrlY2zIeCgZdXbDnXjwUA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、定制<span style="color: black;">拥有</span>强吸引力的营销页</span></strong></span><span style="color: black;">营销页追求最佳的用户体验，需避开内容<span style="color: black;">繁杂</span>、繁琐，主题不<span style="color: black;">知道</span>等从而<span style="color: black;">引起</span><span style="color: black;">导致</span>用户的不良感受及体验问题，继而对营销页进行归纳整理，<span style="color: black;">保存</span>以下几点：</span><span style="color: black;">1）<strong style="color: blue;">用户画像归纳</strong>，在设计上迎合用户画像，偏<span style="color: black;">商场</span>风格。去除了用色<span style="color: black;">繁杂</span>与文字<span style="color: black;">太多</span><span style="color: black;">导致</span>审视疲劳设计。</span><span style="color: black;">2）<strong style="color: blue;">用户<span style="color: black;">行径</span>路径的猜测</strong>，在营销页内容板块上，缩短转化路径，更清晰展现主题与用户<span style="color: black;">知道</span><span style="color: black;">选取</span>点。避免内容<span style="color: black;">太多</span>过杂，影响用户阅读与判断。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggrYGQHWiaO21Fp8QKJ2r9OjRFIBM1ico9yUqJn5LNC0VQcspicD14kwiaibA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">3）<span style="color: black;">按照</span>体验者旅程，<strong style="color: blue;">清晰、快捷给出用户想要的答案</strong>。避免因主题不明、回答不直接等问题给用户带来不愉快的体验</span><span style="color: black;"><span style="color: black;">4）<span style="color: black;">按照</span>同理心地图分析，<strong style="color: blue;">针对痛点，提出问题，打造卖点，框架解答问题</strong>。</span>去除不<span style="color: black;">知道</span>的<span style="color: black;">处理</span><span style="color: black;">办法</span>，<span style="color: black;">引起</span>容易使受众流失的问题。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggxDe006l93AAcf2Csrr9ViaHXFRjJTXIQPviab9UFkEZIGn4qibkmebnJg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、两大类型营销落地页案例</span></strong></span><strong style="color: blue;"><span style="color: black;">1）<span style="color: black;">知道</span>标题业务类型：</span></strong><span style="color: black;">头图直接<span style="color: black;">便是</span>表单，目的<span style="color: black;">便是</span>快速获取受众信息。</span><span style="color: black;">其次，<span style="color: black;">经过</span>利益吸引，进一步刺激意向人群。<span style="color: black;">经过</span>这些板块，<span style="color: black;">加强</span>受众信任，<span style="color: black;">促进</span>受众快速<span style="color: black;">选取</span>。</span><span style="color: black;">最后<span style="color: black;">经过</span>表单引导<span style="color: black;">更加多</span>的转化。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggdkhru64ngCgNcnqc1AbLlGAOibH69YAxPV8V0djNia1pErcdt2fE1V2w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;"><span style="color: black;">落地页展示：</span></strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFibtYcwibsl6ggLJxKicyXHggnseHL1agpocF79qlBia7ekiaYLKltE5toGaaBjBdWkicIU8JlbFiaefwibQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;"><span style="color: black;">2）</span></strong><strong style="color: blue;"><span style="color: black;">真人场景类型：</span></strong><span style="color: black;">头图采用证件照让受众产生代入感。</span><span style="color: black;"><span style="color: black;">明显</span><span style="color: black;">处理</span>痛点，<span style="color: black;">加强</span><span style="color: black;">宣传</span>主业务的专业性，引导受众更深层次的转化。</span><span style="color: black;">最后在表单下方的板块展示成功注册的照片让受众心生向往，使得<span style="color: black;">更加多</span>的意向人群促进转化。</span>
<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><span style="color: black;"><strong style="color: blue;">落地页展示：</strong></span>
<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;">以上是本期给<span style="color: black;">大众</span>分享的 <strong style="color: blue;">商务服务行业-入户代办/<span style="color: black;">机构</span>注册业务 </strong>落地页搭建指南，优化师投放参考。</span></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;"><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;"></span></a></p><strong style="color: blue;"><span style="color: black;">有用记得点亮“在看”</span></strong><strong style="color: blue;"><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;"></strong>
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