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E销宝:落地页的转换如何提高?

2020/07/10 来源:http://www.jnexb.com
落地页的设计和优化是非常重要的,一不小心就会让用户误以为你的落地页是垃圾页面,给推广带来障碍;抑或给用户带来不好的体验,花了钱反而给产品减分。所以说落地页是营销推广的基础,是品牌管理的关键节点,不仅要准确传达产品或服务的独特卖点,也要提升互动的友好度,吸引用户完成转化。
The design and optimization of landing page is very important. If you are not careful, users will mistakenly think that your landing page is a garbage page, which will bring obstacles to the promotion; or it will bring bad experience to users, and the product will be reduced after spending money. Therefore, landing page is the basis of marketing promotion and the key node of brand management. It is not only necessary to accurately convey the unique selling points of products or services, but also to enhance the friendly degree of interaction to attract users to complete the transformation.
以下总结的一些要点能帮助企业提高落地页转化率,需详细阅读,并严格执行,相信一定能让企业广告费事半功倍。
Some of the key points summarized below can help enterprises improve the conversion rate of landing pages, which need to be read in detail and strictly implemented. I believe that it will certainly make the enterprise advertising more time-consuming.

如果你推广的是一个全新的产品,还需要分析用户的在线行为,利用分析结果来设计出有效的页面布局;同时准备好A/B测试实验工具,落地页上线后通过切分流量观察不同设计带来的不同结果,不停试验-择优-更新-再试验-再择优,让页面的互动和转化效率不断提升。
If you are promoting a brand-new product, you need to analyze the online behavior of users and use the analysis results to design an effective page layout; at the same time, prepare a / B test experimental tool, and observe the different results of different designs through traffic segmentation after the landing page goes online, and keep experimenting, selecting the best, updating, re testing and selecting the best, so as to continuously improve the interaction and conversion efficiency of the page 。
2、落地页布局要求
2. Layout requirements of landing page
图片配上合适的文案,就是一个简单的落地页。然而,不要以为把图片都一股脑地堆在落地页上就是所谓的设计布局。简洁,简洁,简洁(重要的事情说三遍)。页面布局只有在满足以下这些要求时,才真正达到提升落地页转化率的效果。
Pictures with the right copy, is a simple landing page. However, do not think that all the pictures piled up on the landing page is the so-called design layout. Be concise, concise, concise (say important things three times). Only when the page layout meets the following requirements can the conversion rate of landing pages be improved.
3、落地页面简洁
3. Simple landing page
简洁清晰的落地页能让客户一眼看到自己想看的产品,进而留在页面。过于杂乱的页面内容没有人愿意停留,给浏览者一种小气,无实力的感觉,第一印象不好,没有信任度的网站都无法正面影响转化!
Simple and clear landing page can let customers see the products they want to see at a glance, and then stay on the page. Too messy page content, no one is willing to stay, give visitors a stingy, powerless feeling, the first impression is not good, no trust website can not positively affect the transformation!
4、内容简单易懂
4. The content is simple and easy to understand
在强调可视化的同时,一定要注意落地页所有的内容是否描述的清楚易懂,是不是能吸引用户。不要用过于专业的描述,让客户看不懂,那就肯定不会留下来。
While emphasizing visualization, we must pay attention to whether all the contents of the landing page are described clearly and easily, and whether they can attract users. Don't use too professional description, so that customers can't understand, it will definitely not stay.
内容展现还要分优先级布局。最重要的内容放到客户进入到落地页就能看到的地方。不要让客户下拉很久才能看到自己最关注的东西。
Content presentation should also be prioritized. The most important content is put in the place where customers can see when they enter the landing page. Don't let customers pull down for a long time to see what they are most concerned about.

5、转化设置按钮明显
5. The conversion setting button is obvious
不管是能直接进行转化的电商平台还是需要线下完成购买的平台,到要尽量讲转化按钮设置明显,例如下单按钮、联系电话等,提供给客户最短的转化路径。
Whether it is an e-commerce platform that can be converted directly or needs to be purchased offline, the conversion button should be set clearly as far as possible, such as order button, contact number, etc., so as to provide customers with the shortest conversion path.
6、注册表单越短越好
6. The shorter the registration form, the better
在那些需要落地页转化的客户中,最关键的设计元素就是注册表单,但目前互联网用户越来越不爱填写表单信息,更不愿意透露自己的个人信息。这就需要注意表单填写的设计,只需要让客户填写最主要的1-3条就可以了,例如电话、邮箱。
In those customers who need landing page conversion, the most critical design element is the registration form. However, at present, Internet users are increasingly reluctant to fill in the form information and are reluctant to disclose their personal information. This needs to pay attention to the design of the form, only need to let the customer fill in the most important 1-3 items, such as telephone, email.

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