跨際數位行銷有限公司CRO研究中心

跨際數位行銷分享最新優化網站UX的知識、案例分享、最新趨勢,希望可以提供給想透過網路來提升業績的你一些重要概念

跨際數位行銷有限公司告訴你: 轉換的7個層級架構

七個轉換優化前需要知道的層級架構-跨際數位行銷有限公司

跨際數位行銷有限公司顧問Alan建議請用消費者的角度來問自己下面七個重要的問題

廣告費花下去以後一拖拉庫的人進到我的網站,但是我的營業額卻沒有因此而增加?他們都不買為什麼?

跨際數位行銷有限公司轉換層級的七個架構

1.關聯性

我的看法符合我的期望嗎?

網頁的內容和標題有遵循我想做的意圖嗎? /是否包含產品和品牌關鍵詞組?

是否能引起網友的情緒共鳴(跨際數位行銷顧問Alan說就是要符合他們的價值觀,有引發他們的動機,有加深他們不買的恐懼?)

產品功能及服務範圍的清楚說明

所有圖標/ 標誌/ 隱含意思是否能讓進入者輕易了解(請不要讓消費者猜)

提供你網站和產品的重要且唯一的價值主張/ 或是能夠提供什麼樣的情感價值?

項目按紐列是否排列合宜? / 是否有跟上目前的流行用語?

 

2.信任

我可以信任這個廠商嗎?

跨際數位行銷有限公司顧問Alan表示信任是達成轉換很重要的指標之一,所以能夠提供以下的資訊,請盡量提供

 

基於可信度的網頁設計(網頁設計要跟得上最新的網頁設計方法和消費者使用裝置呈現的期待)

  • 專業品牌(品牌印象已深入人心,Canon的專業數位相機)
  • 品質的標記( ISO27001/綠色節能標章..等)
  • 權威性(買了有身份地位或社交上較有優勢的象徵)
  • 光環效應/品牌價值高/信用卡標識推薦書/名人推有且推薦/
  • 社交證明/ FB 上一堆的互動及小物件可使用

 

3.方向

我應該在哪裡點擊?

跨際數位行銷:如果消費者這樣問,表示我們UX/UI有改善的空間

我需要做什麼??

跨際數位行銷:如果消費者這樣問,表示我們UX/UI有改善的空間)

 

要有明確的重要號召性用語,讓消費者知道我們要他們進來做什麼。

  1. Call-to-Action會顯示的結果(這個按下去,會帶他到哪裡去?)
  2. 消除了選擇矛盾的情況(減少消費者難以做選擇的情況,例如購買懶人包)
  3. 對比/誘餌( 價格或規格的比較,有什麼誘因可以吸引點擊或在此購買)
  4. 用詞是否符合消費者一般用語/整個資訊提供的架構是否清楚?

4.刺激

我為什麼要在這裡,並且在現在馬上這樣做?

跨際數位行銷有限公司建議給消費者一個立即購買的理由說服他們做出行銷上的決定

跨際數位行銷顧問Max說請給消費者在我們網站馬上消費的理由,來了就不要輕易讓他離開。

 

(相關性)

  • 價值主張!( 我們產品最重要的價值是什麼? )
  • 差異化: 我們的產品和其它產品差別在哪?
  • 原因? 為什麼買我們的產品是有價值的?
  • 激勵/優惠政策(現在買Dyson吸塵器還送八組不同用途的吸頭可以更換)
  • 稀缺/緊迫性( 只剩下最後一台,賣完就沒了;我們活動特價只到今天)
  • 同情/樂趣/使用樂趣(展現使用本產品可以得到什麼樣的樂趣?)
  • 互惠(雙方都可以獲得利益)
  • 免費(跨際數位行銷: 免費永遠是吸引消費者第一次使用我們產品的原因)
  • 一致性和承諾 ( 給消費者一致性的產品資訊與服務的承諾)

狩獵/收集/排行榜(讓它推有這項產品可以完整他的收集,或是可以展示給朋友看他目前在網路排行榜的第一名)

 

(遊戲化)

跨際數位行銷有限公司顧問May說明這項要素,在現在更加重要。

  • 社會證明/追隨的群眾( 是否可讓人產生從眾行為)
  • 流動性(買的東西是可以再買賣,或換取其它東西)
  • 錨定/框架(鎖定或框住某個族群,例如電玩族群)

5.安全

這裡安全嗎?如果…?

 

提供服務的保証與服務熱線/客戶服務清楚介紹

我們都如何來處理異議 /常見問題有哪些? 並提供解答。

推薦證明/原因(是否有名人推薦,如陳美鳳幫補體素代言…對中年女性膝蓋保養很重要)

為什麼嘗試(要告訴消費者只要試了,可以得到什麼? ) 例如:

跨際數位行銷有限公司顧問Alan說例如用了朵茉麗寇試用組,只要付運費280元就可以得到一組完整8件試用套組,市價1600元,而且之後就可以以8折來購買我們新的保養組。

  • 預覽(讓消費了解買了之後,他的使用情況會是如何?) 例: 用了皮膚更緊實了
  • 光環(用了好像整個人會發亮的感覺) 例如: 最先買到iphone X手機。
  • 權威/ 見証(有沒有醫師証明,有沒有使用者見証)

 

6.方便

操作這個網頁複雜嗎?

 保持網站簡單的簡單專一性是提升行銷轉換綠的好方法-跨際數位行銷有限公司顧問

跨際數位行銷顧問Alan建議: 網站能設計的越簡單越好,新潮不見得就好

  • 要問自己是否符消費者的心理模型?
  • 提供預覽/管理期望
  • 輕量=簡單
  • 期望模式: 想像消費者的期望與我們提供的網頁的產品資訊是否符合他原本的期望? 如果有落差是差在哪? 如何改善?
  • 銷售渠道是否順暢? 自己必須走過整個網路銷售的流程,確保消費者是否會在哪裡卡進行不下去? 我們怎麼排除,讓消費者可以在網路上輕鬆走完整個流程。

另外有個重點就是,就2017年調查手機上網的流量已經正式超過使用電腦上網的流量,所以跨際數位行銷有限公司也寫過一篇文章教大家如何透過提升手機版的使用體驗進而提升轉換

7.確認

跨際數位行銷顧問Alan表示,很多消費者在買完東西後都會問: 我做對了嗎?所以你一定要讓消費者知道他做的行為,如購買商品或選擇上課是絕對正確的。

原因?為什麼? 要一直反問自己如何讓消費者知道他們決策是對的,提供購買原因和為什麼一樣要購買的証明,使消費者安心

提供理性論據: 比如購買基金組合,用最新IBM人工智慧分析架構選擇出的基金組合,說明這樣的組合風險是最小的,或者利益是最大的。

給予即時反饋: 如果客戶有問題都可以得即時回饋

互惠: 這筆交易是對彼此雙方都有益的。

獎勵: 適當的獎勵消費者,他們會覺得此時此地購買是划算的

遊戲化: 讓整個購買不是只有交易,他們可以透過購買加入什麼我們一連串的遊戲,比如集點,或是像大富翁往前

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