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教你6個優化登陸頁面轉換率的方法

跨際數位行銷有限公司提升登陸頁面轉換率

跨際數位行銷有限公司發現很多人專注在Google AdWords、SEO、社群媒體還有電子郵件這些行銷管道。但是卻很少人注意到登陸頁面的設計,而登陸頁面也是轉換訪客的一大關鍵因素。

跨際數位行銷有限公司告訴你登陸頁面的設置如何影響轉換率

你知道嘛?

  • 雖然表單的平均欄位數量是11個,但是如果將表單的欄位數量調降到剩下4個,會有120%的轉換率產生。
  • 即使只是一秒鐘的頁面加載時間延遲也可以使轉換率降低7%
  • 在登陸頁面上加入影片可以讓轉換率增加80%

這些統計訊息顯示了登陸頁面的設置對轉換率的重要性。多加利用登陸頁面帶給你的優勢來增加轉換率。很重要的一件事就是你的登陸頁面要吸引注意力,還要有呼籲顧客行動(CTA)的功能。這樣才能讓潛在顧客有機會變成未來買家。就算到最後訪客並沒有成為你的會員或買家,他也花了不少時間在閱讀你的登陸頁面資訊,至少讓他對你的公司有多一點了解。

不是每個網頁都是登陸頁面

每個登陸頁面都是一個網頁,但是並不是每個網頁都是登陸頁面。舉例來說,首頁就不是一個理想的登陸頁面。事實上,B2B有44%的點擊次數是導向主頁而不是登陸頁面。

如果你要將廣告連結到你的主頁,你可能會受到很大的損失。因為在你的主頁上,使用者可能會被多個選項影響,甚至找不到自己要的產品或服務項目。而在理想情況下,登陸頁面是可以吸引訪問者完成某個行銷目標或特定舉動的。

為什麼專門的登陸頁面會產生更好的轉換率?

跨際數位行銷有限公司優化登陸頁面轉換率

活動轉換目標與登陸頁面連結的比率稱為關注比率。在優化的過程中,此比率應穩定在1:1。由於專用登陸頁專注於消費者的行動呼籲,並保持1:1的關注比率,因此它們往往會產生更好的結果。研究表明,擁有超過40個專門登陸頁面的企業比擁有一到五個專門登陸頁面的企業產生了高出12倍的潛在客戶。

如何優化你的CTA?

首先,請確保CTA與用戶要找的登陸頁面的廣告或商家訊息有關。如果我點擊一個廣告,是對A應用程式進行為期30天的免費試用,我不希望看到一個CTA,要求註冊399美元的B應用程式。

雖然你應該限制一個活動指向一個CTA,但是你可以在整個登陸頁面上多次使用同一個CTA。你可以透過測試不同的方法來找出最適合你顧客的一種。當然,用字遣詞也是很重要的。你要明確讓顧客了解到你希望他們做出什麼動作。例如,馬上下載30天免費版本!

這些小細節真的會帶來改變嘛?

獲得更多轉換率的最佳方法是開始分析當前登陸頁面的效果,然後針對問題進行調整。

首先,你需要登陸頁面的效果數據。雖然你可以使用許多工具來優化你的著陸頁面,例如Crazy Egg和Optimizely,但也有免費工具。 Google Tag Manager和Google Analytics可以讓你輕鬆上手。但果你有預算,你還可以使用UserTesting.com等網站來獲取實際的消費者回饋。

你應該測試什麼?

跨際數位行銷有限公司測試優化轉換率的方法

你應該測試從標題到CTA,圖片,影片,或推薦文章等所有內容。同時也請注意你的網頁加載時間,緩慢加載速度會對轉換率產生負面影響。並確保你的登陸頁面適合行動裝置,你可以參考如何提高行動裝置的轉換率

記住行銷漏斗!

大多數行銷活動的目標很簡單:合格的潛在客戶,銷售和收入。如果你當前的網站轉換率為1%,而你的目標是從你每月的行銷活動中產生100個潛在客戶,那麼你可以做兩件事:

  • 努力替你的網站創造一萬次的造訪次數
  • 努力增進你的網頁轉換率

你認為哪一個比較簡單而且便宜呢?將轉換率提高1%意味著你只需要產生一半的造訪次數即可獲得相同數量的潛在客戶。因此,在你考慮開始另一個行銷活動以產生更多網站流量之前,請考慮一下,大多數網站沒有流量問題,他們有的是轉換問題。所以,何必執著於你的網站流量,而不關注漏斗的中間(轉換的7個層級架構讓你更了解行銷漏斗),去轉換你已經擁有的流量呢?

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