如何提高你的转换率

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安迪Crestodina
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你的网站访问者要么采取行动,要么不采取行动. Some become leads, subscribers, registrants 和 customers. 但大多数都没有. Your conversion rate is the percentage of your visitors who take action on your website.

This number is so important that it was the topic of the first article I ever wrote, 早在2007年. 这是 在这里,但不要读它. 这将是一篇更有用的文章.

那么为什么访客会转变呢? 因素是什么? How can you increase conversion rates on your website?

接下来的几分钟, you’ll see why visitors take action 和 how you can improve the conversion rate on your website.

背景+同理心=转换

Every visitor to every page came to your site for a reason. 理解这一点是关键. Each of them has questions 和 desires, hopes 和 fears. Your ability to convert them starts with your ability to underst和 them 和 to speak to their specific needs.

Each of your visitors is doing a cost-benefit calculation. 回报是否大于付出?

这对我有什么好处?

If the perceived value is greater than the effort required to get that value, they convert. The motivation is stronger than the friction, 和 they move forward, reaching the goal.

T在这里 are two ways to increase your conversion rate: increase their motivation 和 make it easier for them to take action.

The key in both cases is to underst和 the visitor. 如果十三水游戏知道他们在想什么, we can assure them that we are the best solution, increase their confidence 和 reduce their uncertainty.

To guide our decisions as we improve our websites, we’ll draw a map. This conversion map will describe how we connect with the mindset of our visitors, 引导他们采取行动, 把他们从怀疑转移到展望.

观众提问→答案→证据→行动

It starts with the questions 和 concerns of our audience. Our map begins in the hearts 和 minds of the visitors. We start t在这里 和 head down the following path:

  1. 回答问题并解决问题
  2. 用证据支持十三水游戏的主张
  3. 提供一种简单的方式来采取行动

简单的,对吧? 不是真正的. 大多数网站在这方面完全失败. They leave questions unanswered, claims unsupported 和 provide no specific calls to action.

But every marketing website succeeds or fails based on these criteria.

This map to conversions is relevant to any visitor, 寻找任何东西, 从一个关于管道的快速决定到一个漫长的, 关于技术的多方利益相关者决策.

回答问题

If you know your audience, adding the answers isn’t tricky. 问销售团队这个简单的问题:

  • What three questions do people always ask before buying or hiring us?

Now just put those top questions 和 answers on the pages for that product or service. 就是这么简单. 以下是其他需要补充的答案:

  • 是什么让十三水游戏与竞争对手不同? (主页)
  • 十三水游戏为什么要创办这家公司? 十三水游戏到底代表什么? (页面)
  • 谁在这家公司工作? (团队页)

The main purpose of your website is to answer questions!

Your website should emulate a conversation between a sales rep 和 a prospect. The visitor needs specific questions answered in a specific order. A good website increases conversion rates by doing this in a smooth, frictionless way.

警告! Do not put answers to important questions on an FAQ page. 把它们放在相关的产品或服务页面上. Our map should have a short path for our visitors. 不要让他们去寻找答案.

增加的证据

T在这里 are two kinds of evidence that support your marketing claims.

To 提高你的转化率,同时使用. 有些访客需要数据来做决定. Others are affected more by the stories, first-h和 accounts 和 社会证明.

Look at the marketing pages on this website 和 you’ll see. 十三水游戏提供了显示结果的硬性数字. 十三水游戏提供 奖状 from our clients, right t在这里 with faces, names 和 company logos.

Amazon is a great example of conversion optimization at work. 是的,他们有书评. But they also have a bar chart with data about the ratings. Here’s an example from the Amazon page for our book, 化学的内容.

警告! 不要把感言放在感言页面上. 把它们放在相关的产品或服务页面上. Visitors will likely miss evidence if it isn’t in context. 十三水游戏建议您 删除你的推荐页面 从你的网站.

信息,信使和格式

在市场营销中,十三水游戏都自称是好人. 十三水游戏是好. 十三水游戏是更好的. 十三水游戏是最好的. 这就是十三水游戏要传达的信息,而十三水游戏就是这个信息的传递者.

But our conversion map shows us how to improve on this approach. The message must be specific to the concerns of the visitor. And the messenger should be a third-party, such as a customer. 答案和证据.

但还有另一个关键因素: 的格式.

语言并不是传递信息的唯一方式. 事实上,语言是最弱的方式. Visuals are a more powerful, compelling way to deliver a message. Just as third-parties 和 customers are stronger messengers, images 和 videos are stronger formats.

Imagine an audience that needs to know how soon things will be delivered before they convert. In this case, “fast service” is an important message. That message can be delivered in different ways, some strong, some weak.

Here are examples of how messengers 和 formats combine for the “fast service” message.

该品牌在文本中对自己做出了声明. 这是常见的、意料之中的、微弱的. Don’t expect this approach to 提高你的转化率s.

顾客的声音提供了证据. Now the claim is supported in a qualitative way using 社会证明. But text has limited ability to maximize conversions.

The certification or award comes from a third party. 这是 not a customer, but it’s still coming from a source other than the br和. 视觉效果增加了趣味性和可信度.

The fully upgraded video testimonial is the strongest message in the most effective format. 没有比这更有力的证据了, with the possible exception of an in-person referral from a trusted friend.

如何提高我的网站转化率?

现在你应该有一些想法了. 看看你网站上的营销页面. 让他们通过以下五点快速检查清单:

  • Does this page clearly state the benefits of my product or service?
  • Does this page answer the top questions of the visitor?
  • Does this page include evidence to support our claims? (testimonial, endorsement, statistic, case study)
  • 这个页面是否有明确的行动号召?
  • 这个页面是否使用文本以外的格式?

If anything is missing, it can probably be added with content. 不需要设计或编程. In many cases, it can be fixed with a bit of writing 和 editing. Ten minutes of work may lead to a better conversion rate 和 years of better results.

呼吁采取行动

每一个伟大的页面都有一个行动号召. If the page simply ends with a dead end, the conversion rate will be lower. If the page ends with a simple, personal suggestion to get in touch, expect an increase in responses.

不要只是添加一个“十三水游戏”按钮. T在这里 are at least three ways to make a better button”

  1. 要具体:“联系转换专家”

  2. 私人化:“准备开始? 跟罗杰。”

  3. Use first-person language: “I’m ready to improve my conversion rates”

First-person language is powerful because it becomes the internal dialog in the visitor’s mind. Rather than talking TO them, the call to action speaks AS them. 转换研究 迈克尔Aagaard 在按钮文本测试中确认了这一点.

十三水游戏都是访客. 十三水游戏都将.

皈依的机制并不是一个谜. And the visitors to our website aren’t aliens from other worlds. 这是十三水游戏. We’re all visitors 和 we all become leads 和 customers every day.

To map a conversion, trace the steps of your last online purchase. Find that most recent email receipt 和 go back 和 look at the website. 检查你的浏览历史. 回想一下你的问题, how they were answered 和 what evidence was provided to build your trust.

Now go look at your website, your digital marketing. 转换地图中缺失的任何东西?

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你有什么想法??

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评论(16)
  • 聪明,像往常一样. Already inspired to take action using your advice. 谢谢你!!

  • 爱网格! We are strong advocates of the video testimonial 和 offer one additional suggestion: Adding a compelling quote from the video testimonial underneath the video helps for those not in a position to watch (or more specifically, (在工作中)听视频, 在移动, 等). We find it is the best way to elevate the strength of the message on the “format” axis without losing the message entirely. 好的文章.

    • 我发现自己一直都在给别人这个建议. 有些信使比其他人更强大. 有些格式比其他格式更强. 结合使用它们可以得到最好的效果!

  • The 5-point check list is awesome, something every client should keep in mind when creating content. I also agree that empathy is one of the most important factors in getting visitors to convert — a common big miss is not being empathetic to the visitors needs first! 非常感谢,安迪!!!

  • What I liked about this post Andy is that it comes quite h和y even though you do know a thing or two about increasing conversion rates… 这是 not just good for those who don’t know anything about it, 但它也可以作为一个提醒, in case you missed a few things (和 that’s always good to have!)

    • 同意! 这非常有用. Always good to take a fresh look at your l和ing pages 和 hold yourself to proven strategies when creating new ones. Don’t let the curse of knowledge of what your company does take over 和 create a bad experience for visitors!

  • I have shared this with a bunch of our clients who are currently working on content. 这对他们将是一个巨大的帮助! 谢谢你,安迪。!

  • You should have a strong, convincing 和 believable headline that promotes the main offer. Every type of advertising needs to create a human connection. It is widely believed that advertising mediums 和 even human interaction has 8 seconds before you form an opinion.

  • Most helpful 和 practical blog post about conversion I’ve read. Glad I found it, 和 plan to put these tips into action asap.

  • Nice article share on increase conversion rate 在这里 I add live chat its also very important point to increase the conversion rate I am using LiveAdmins chat software in website 和 sale conversion 70%. So I suggest you add live chat point in the article.

    • Agree – a live chat software works well for customer engagement. We use HelpCrunch 和 capture a lot of leads especially through proactive messages

  • 这是一篇很有帮助的文章! T在这里 are so many points that can easily missed if don’t underst和 what each page is for on your website. 谢谢你的见解…

  • This was very helpful, detailed 和 it spoke to my pain point as a fresh digital marketing intern. 谢谢你!.

    • 我也是这么想的. 非常有用的文章. I used some of the CRO tools like HumCommerce to boost my websites’ conversion rate.

  • 嘿,我喜欢这篇文章,谢谢! 现在我知道我可以改变多少,做得更好. You write a lot about 奖状 和 how to gain trust. This is the part w在这里 I struggle the most because I don’t want to overwhelm my visitors with trust seals 和 奖状. I found an article about chatbots 和 how they can help you gain visitors’ trust http://chatbothive.com/how-to-increase-conversion-rate/. 你认为呢?? Is it worth adding a chatbot to your website, or not? I feel like this can help me out, but I want an opinion from someone I trust. 谢谢你,安迪。

  • Hi,

    Keep up providing us with more 和 greater articles like this one. 然而, 从我的观点来看, one of the most important aspects of a successful Shopify App Store is an effective call to action.

 
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