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網(wǎng)站頁面轉(zhuǎn)化優(yōu)化之三十六計(jì)
時(shí)間：2016-01-12 10:39:38
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來源：互聯(lián)網(wǎng)

如何優(yōu)化網(wǎng)頁轉(zhuǎn)化率呢?-藝源視網(wǎng)

      隨便上網(wǎng)一搜，西安網(wǎng)站優(yōu)化和優(yōu)化事項(xiàng)遍地都是，但是盡管手段萬千、優(yōu)化技術(shù)多種多樣、優(yōu)化點(diǎn)多如牛毛，轉(zhuǎn)化率優(yōu)化始終是多少年不變的一個(gè)永恒關(guān)注點(diǎn)。就算你流量如何的多，點(diǎn)擊率如何的高，跳出率如何的低，如果沒有一個(gè)實(shí)質(zhì)性的轉(zhuǎn)化率，那都是扯淡。藝源視網(wǎng)網(wǎng)站建設(shè)專家的觀點(diǎn)：營銷目的就是賺錢，流量不能轉(zhuǎn)變成錢，那就不是營銷而是公益。

那么如何優(yōu)化網(wǎng)頁轉(zhuǎn)化率呢?

      優(yōu)化頁面轉(zhuǎn)化率的方法概括起來主要就是兩大類：

      一、站內(nèi)優(yōu)化，包括網(wǎng)頁設(shè)計(jì)/內(nèi)容/布局等。

      二、訪問來源優(yōu)化，網(wǎng)站流量來源種類有很多種，比如SEO，郵件，社交網(wǎng)絡(luò)，信息平臺，付費(fèi)廣告等等，從“訪問來源→用戶轉(zhuǎn)化頁”之間的過程優(yōu)化同樣很重要，站內(nèi)轉(zhuǎn)化率優(yōu)化不可能拋開訪問來源。

      站內(nèi)轉(zhuǎn)化率優(yōu)化主要是改善網(wǎng)頁的設(shè)計(jì)、布局與功能，提高用戶在頁面上產(chǎn)生轉(zhuǎn)化的可能性。

      轉(zhuǎn)化節(jié)點(diǎn)：常見的轉(zhuǎn)化節(jié)點(diǎn)包括：注冊、登錄、購買、訂閱、分享等。我們主要就從這幾個(gè)節(jié)點(diǎn)來看。

按鈕形式VS文字鏈接

      按鈕比文字鏈接能獲取更多的點(diǎn)擊率，因?yàn)?amp;ldquo;更顯眼”。當(dāng)你需要用文字鏈接的地方，嘗試用按鈕去代替。已經(jīng)有無數(shù)的測試證明了按鈕鏈接能讓點(diǎn)擊率CTR提升 20%-200%，當(dāng)然也要從全局考慮，不能將所有的文字都換成按鈕，這樣不僅不利于網(wǎng)站推廣，更加造成按鈕普遍從而失去“顯眼”的效果。

      值得注意的是同樣的按鈕有時(shí)候可能造成點(diǎn)擊疲勞，使CTR增長變慢，但是注意了，只是增長變慢而已，并不是沒有增長，按鈕優(yōu)勢還是在的。

按鈕位置

      第一屏的位置優(yōu)于其他位置。某知名數(shù)據(jù)分析公司做了一個(gè)廣告在第一屏與下面位置的CTR研究，發(fā)現(xiàn)廣告在首屏?xí)r能達(dá)到36%的CTR增長，同時(shí)這個(gè)研究適用于任何首屏的可點(diǎn)擊動作。這樣的例子有很多，新浪微博的內(nèi)容都在首屏，需要了解更多可以點(diǎn)擊“查看更多”，還有很多移動端網(wǎng)頁都是只展示首屏，這樣能促進(jìn)用戶的點(diǎn)擊行為。

      用戶是懶得，如果你有足夠的信息和價(jià)值，就應(yīng)該為用戶提供首屏的按鈕引導(dǎo)，而不要故意縮減頁面頭部并將有價(jià)值信息堆積在頁面下方。 

      操作按鈕的尺寸、顏色、對比

      操作按鈕應(yīng)該顯眼而不突兀，按鈕的顏色同全屏背景圖及其他頁面元素形成了很好的對比。按鈕可以很大，但不能大得嚇人，并且按鈕旁邊可以搭配有很多呼喚用戶點(diǎn)擊的元素。

網(wǎng)頁加載速度

      落地頁的加載速度是轉(zhuǎn)化率優(yōu)化中容易被忽視但卻非常重要的一個(gè)環(huán)節(jié)，不管是對于用戶還是搜索引擎加載慢都是致命的，沒人會為你的網(wǎng)頁等10秒。我們可以優(yōu)化圖片大小，通過CSS+DIV布局網(wǎng)頁，加JS打包，或者想辦法切分頁面不同的加載項(xiàng)，讓關(guān)鍵元素優(yōu)先加載，同時(shí)一個(gè)好的網(wǎng)站服務(wù)器是必不可少的。

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