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無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?
時(shí)間:2019-03-22 10:37:50
文章發(fā)布:李陽
原創(chuàng)作者:未知
來源:優(yōu)設(shè)

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技

為什么有些產(chǎn)品深入人心?他們的設(shè)計(jì)中,是什么使我們感覺親近、愉悅和高興?今天重點(diǎn)從微文案方面聊聊提升網(wǎng)站體驗(yàn)的方法,內(nèi)含不少優(yōu)秀案例,來看看國(guó)外網(wǎng)站的優(yōu)秀文案長(zhǎng)啥樣。

iOS和Google Play應(yīng)用商店包含了超過200萬應(yīng)用。如果這還不至于讓你頭暈,那我們來聊聊8.76億個(gè)網(wǎng)站和212個(gè)主流社交網(wǎng)絡(luò),它們都在競(jìng)相爭(zhēng)奪用戶的注意力。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技

對(duì)于我們這些創(chuàng)造者來說,這個(gè)市場(chǎng)挑戰(zhàn)巨大。我們這一代接觸的科技產(chǎn)品更加有趣好玩,難以自拔,我們會(huì)問:我們的項(xiàng)目如何殺出重圍?

用戶已經(jīng)厭倦了毫無生氣的語言,然而絕大多數(shù)科技產(chǎn)品仍在將之強(qiáng)加于用戶。他們也受夠了平淡乏味的界面,已經(jīng)操作了幾十年了。

相反,用戶想要真實(shí)的體驗(yàn),能讓他們舒適、輕松,感到親切。

精明的用戶需要輕松的體驗(yàn)。輕松是對(duì)他們而言。對(duì)于我們?我們有責(zé)任付出一切代價(jià)提供這樣的體驗(yàn),并且以一種有意義的方式區(qū)分我們的品牌。這意味著需要花費(fèi)額外的時(shí)間,來保證我們的產(chǎn)品說的是人話——而不是機(jī)器語言。

當(dāng)然,這些聽起來都很復(fù)雜。不過我將它精煉為3個(gè)簡(jiǎn)單的步驟:

    1. 找到品牌個(gè)

    2. 定義品牌音色

    3. 將它轉(zhuǎn)換融入用戶體驗(yàn)

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技

我們一步步來:


1. 個(gè)性:什么使你的品牌具有人格,為何如此重要?

美國(guó)心理協(xié)會(huì)(APA)將個(gè)性定義為“在各種場(chǎng)合、隨時(shí)間變化,能夠影響多種特征行為模式的個(gè)體的獨(dú)特心理特質(zhì)?!?/p>

我們的個(gè)性會(huì)影響我們思考、表現(xiàn)和感受周遭環(huán)境的方式。類似的,用戶操作你的產(chǎn)品時(shí),他們希望友善的言語引導(dǎo)他們經(jīng)歷特定的事件流程。將品牌與幾種典型的人類個(gè)性關(guān)聯(lián)起來,就能創(chuàng)造關(guān)聯(lián)性更強(qiáng)的故事,容易使用戶更加投入。

換句話說:

人與人容易親近,如果你的品牌感覺像“人”,他們就會(huì)更親近。


2. 音色:用一個(gè)簡(jiǎn)單的模版來定義語調(diào)

定義品牌個(gè)性,讓我們更好地思考如何面對(duì)用戶。它表明了要用什么音色來講故事。將品牌音色的概念牢記于心——它會(huì)幫你完整這個(gè)決定性的轉(zhuǎn)變,從“機(jī)器語言”到人話。精心設(shè)定的音色會(huì)影響產(chǎn)品體驗(yàn)的不同階段,成為銷售、社交渠道、甚至客戶支持的重要資產(chǎn)。

像音色、語調(diào)和語言這樣的術(shù)語可能讓人困惑。牢記一點(diǎn),音色是你品牌表達(dá)的整體風(fēng)格,而語調(diào)是音色中的變化,用來反映特定態(tài)度或響應(yīng)特殊情境。另一方面,語言是特別指措辭的運(yùn)用。簡(jiǎn)單說,你的品牌通過特定語調(diào)來反映整體音色,使用特定的語言來適應(yīng)不同場(chǎng)景。

基于你剛樹立起的品牌人格,花幾分鐘來回答以下幾個(gè)關(guān)于音色的問題:

    ○ 我的品牌會(huì)說什么?怎么說?

    ○ 在體驗(yàn)的不同階段,我的品牌應(yīng)該對(duì)用戶說什么?

    ○ 它討厭的是什么?

    ○ 什么是它的至愛?

    ○ 嘗試橫向思考:你的品牌喜歡什么喝什么、吃什么?為什么?

當(dāng)你想到這些問題的答案,將你新定義的品牌音色寫在紙上。建立一系列指南和例子,來幫助團(tuán)隊(duì)中每個(gè)人達(dá)成一致。看看Mailchimp的音色與語調(diào)網(wǎng)站,這是品牌音色指南的杰出案例。


Voiceandtone

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技

我建立了一套模版幫你捕捉語言,用來反映品牌的音色。要填好它,你需要定義一系列用來表述激動(dòng)、鼓勵(lì)、擔(dān)憂、遺憾和感謝的措辭。例如,成功提示表達(dá)出激動(dòng)之情,而警告信息表示擔(dān)憂。還要想出一些措辭案例,來表現(xiàn)如何在語境中使用措辭。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技


3. 轉(zhuǎn)換:將品牌音色融入用戶體驗(yàn)的10個(gè)方法

無論你使用哪種結(jié)構(gòu)來將整個(gè)用戶體驗(yàn)可視化(行程圖、流程圖、網(wǎng)站地圖、故事版,類似這些),你的品牌音色可以也應(yīng)該融入到每個(gè)階段中。

通常可以從這些地方開始,加入你定義的詞匯和語調(diào):

  • 注冊(cè)流程

  • 行動(dòng)號(hào)召按鈕

  • 登錄流程

  • 合作伙伴著陸頁

  • 通知

  • 業(yè)務(wù)郵件

  • 升級(jí)流程

  • 幫助區(qū)域

改變機(jī)器語言是個(gè)令人望而卻步的任務(wù)。你可能會(huì)不止一次覺得自己做過頭了。我們會(huì)不會(huì)太不正式了?這會(huì)嚇跑用戶嗎?購(gòu)買按鈕可以用俚語嗎?回顧之前的模版,有助于你停留在品牌上,常規(guī)的A/B測(cè)試能讓你在合理的風(fēng)險(xiǎn)范圍內(nèi)做實(shí)驗(yàn)。

我收集了8個(gè)主要品牌音色案例,它們都融入了用戶體驗(yàn)流程,希望能給你啟發(fā)。其中多數(shù)都關(guān)注微文案,這些表面上的細(xì)微文案和措辭,對(duì)于用戶就是一切。


1. PicMonkey的創(chuàng)意預(yù)加載文案

經(jīng)驗(yàn):如果你的品牌吉祥物是一只懂科技的猴子,放膽讓它在壓縮用戶的文件時(shí)“凝視光束”。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技


2. Virgin America的機(jī)智評(píng)語

經(jīng)驗(yàn):幽默有助于緩解緊張,某些行業(yè)(例如航空)會(huì)充分利用。嗯,就像Virgin說的:生活可不是海灘度假。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技


3. Hootsuite極度誠(chéng)實(shí)的睡眠模式

經(jīng)驗(yàn):用戶消耗了不必要的服務(wù)器資源。打個(gè)盹,讓他們知道它正在休息——用盡可能友好的方式。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技


4. Pandora的touché station介紹

經(jīng)驗(yàn):如果你已經(jīng)克服困難,創(chuàng)造了高度復(fù)雜的算法(音樂基因項(xiàng)目),你也可以發(fā)起一個(gè)會(huì)話,告訴我它的意義所在。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技


5. Buffer直率的通知

經(jīng)驗(yàn):用戶成功的操作,是一個(gè)發(fā)揚(yáng)品牌個(gè)性的機(jī)會(huì)。如果它剛好可以機(jī)智又有趣,那有何不可呢?

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技


6. Slack令人耳目一新的歡迎信息

經(jīng)驗(yàn):用戶有時(shí)感到壓力山大。面對(duì)它,擁抱它,讓它成為你任務(wù)的一部分,成為他們一天中的部分。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技


7. Waze體貼的建議

經(jīng)驗(yàn):讓用戶知道,你時(shí)刻牢記他們的利益。尤其當(dāng)用戶手忙腳亂時(shí),你的應(yīng)用需要彈出警示。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技


8. Mailchimp歡快的提醒

經(jīng)驗(yàn):有時(shí)候一行代碼寫著“操作成功”,對(duì)用戶更有意義。沒錯(cuò),我意思是你的應(yīng)用確實(shí)發(fā)出了一封郵件,但那背后如何?花些時(shí)間來祝賀用戶,別炫耀你的技術(shù)。這是屬于他們的光榮時(shí)刻。

無聲處聽驚雷!如何用微文案改善網(wǎng)站的用戶體驗(yàn)?-藝源科技

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