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.
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?
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.
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:
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.
If you know your audience, adding the answers isn’t tricky. 问销售团队这个简单的问题:
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:
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.
T在这里 are two kinds of evidence that support your marketing claims.
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.
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.
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.
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:
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.
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”
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.
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?