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2020年跨際數位行銷為您精煉20種提高轉化率的快速方法 (2/3)

  1. 請清楚他們通過選擇您的產品或服務會獲得什麼。

當然,您將需要描述您的產品或服務並談論其功能,但解釋它們從您的購買中獲得的收益也同樣重要。 

告訴他們您的產品如何幫助他們或解決他們的問題。您的產品與其他類似服務或產品有何不同?

這個以我們輔導的經驗會使用FAB的業務思考方法:

F: (Feature)講述此產品的特色和功能

A: (Advantage)說明此產品比其它家產品好的地方在哪裡?有哪些數據?品質較優? 價格較低? 耐用? 品質保証?

B: 讓讀者了解選擇我們產品對他本身可以帶來什麼好處,可以解決他生活或工作上什麼問題?要針對我們的TA有所了解真實可以解他面對的難題,或可以帶個他極大的益度或滿足。

 

  1. 仔細選擇標題。

標題是任何頁面中最關鍵的元素之一,尤其是當您嘗試增加轉化次數和延長停留時間時。 

請先花時間集思廣益,討論多達十個不同的標題,然後再將其縮小為最強的候選人。先做Brainstorming 再討論整個頁面要講述的重點是否在標題有被展示出來,也吸引人繼績往下看。

 

  1. 將轉換元素放在首屏上方。

只要有可能,就將您的號召性用語按鈕,選擇加入框和其他轉換元素放在肯定會引起注意的首屏上方。以富邦產險為例,大部份上他們產險網站的是做保費試算,了解汽車險,機車險和旅平險,這些比較可能在線上轉換的險種放上上方的左側,因為人的視線是從左到右,從上到下,所以如果真的要使進入者做些什麼動作,建議放在左上方(如下圖所示; 例: 富邦產險網站)

 

 

  1. 人性化您的登入網頁(landing page)

在導入的網頁上放一些簡短的影片或有真人表情的照片banner可以使您的品牌變得人性化,讓來訪者感受到接觸的並不是一間冷冰冰的公司,而是品牌背後有一個真正的人存在! (例: 全聯福利中心首頁)

 

  1. 對於您的PPC廣告,請始終使用專用的著陸頁面(Landing page)

如果您有操作Google AdWords廣告或其他平台投放點擊計費的廣告,請始終定向您的潛在著陸頁面(landing page)。 因為來訪者是因為比如 “女用涼鞋” 進來我們網站,如果給她看整個鞋的網站,她就要再尋找一次,對於找專門的產品使用者,這會提高網站跳出的機率,也會讓來訪者容易查不到他要的資訊而離開。所以消費者如果是在Google搜尋 “女用涼鞋” 就要直接帶到下圖頁面,而非首頁。(例: D+AF SHOES)

與首頁不同,專用的著陸頁面是由訪問者做出決定第一次接觸我們網站的界面,而首頁則為訪問者提供了網站中所有可能的選項(例如導覽和其他CTA)供來訪者可選擇。

 

  1. 在公司後面露出人臉。

在側邊欄和網站上的其他適當位置添加頭像或其他個人照片。 看到品牌背後的人臉可與觀眾建立聯繫,並減少風險感。這和上面的要項有點像,主要的述求都是讓消費者 “感覺” 是和人做生意或買東西,這樣可以加強信任感(對人才有信任感,公司畢竟不是人,很難讓人產生情感共鳴)。

 

  1. 將輸入字段設為可選。

如果我們的網頁資訊很多是需要來訪者填寫的,最好使您的表單更多是用 “選擇” 即可完成,盡量少要求來訪者key-in文字,這都會使我們留單的轉換率降低。

如果必須要的資料,請不要加入表單中,盡量保持表單簡單。也可以試想目前這些要填的資訊,是否可以在他們成為訂戶或客戶之後再次詢問,這會讓剛進入者更容易與我們有第一次的互動。

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