实现良好转化的六个步骤
星期三, 三月 25th, 2009今天在Google转换学堂里看到一篇挺不错的文章，索性就转载了一份。原文是英文的，但是Google把它也翻译成中文了。
中文：
实现良好转换的六个步骤
作者：Susan Minniear
您是否在计划重新设计网站？您的目标网页转换率是否够高？但愿您的网站涵盖了基本内容，您的目标网页具备搜索功能、联系信息和吸引人的营销广告信息。不过，为提高转换率，还有别的事情可做吗？
在访问者登录您的网站后，时间十分紧迫，您只有短短数秒来说服他们留在网站上，且不说让他们进行购买了。用户只需一眼就能看出自己是否找对了地方、交易是否安全可靠。听起来有点可怕吧？只需少量简单的变更，您就能将更多的访问者转换成客户。请用以下六点评估您当前网站的优势和弱点并计划重新设计。
1. 自定义目标网页 – 添加个人体验：
您的目标网页是否有导航栏或介绍多种产品线和促销活动？如果是，您在转换率方面将必败无疑。您需让访问者相信目标网页是专门为他们提供的。在目标网页中，请避免使用主页或体现面面俱到的多重目的。应为每个广告和付费搜索字词制作专门的目标网页。当访问者登录主页时，他们可能会停留较长的时间并查看您的更多网页，但往往不会进行购买。相反，如果让访问者看到自定义的目标网页，他们将在您的网站上停留较短的时间，但转换率会提高两倍。无论如何都不应在目标网页上使用导航栏，导航栏与销售完全无关，还会显著降低转换率。
自定义目标网页对每次点击付费广告是非常重要的，因为目标网页、关键字和广告一脉相承。很多广告系列的效果与目的背道而驰，原因就是目标网页内容宽泛，缺乏客户需要的相关性。切勿忘记在目标网页中添加一些有助于消费者了解您是谁、您提供什么商品或服务的品牌要素。
2. 图片 – 大小很重要：
产品图片的大小实际上是影响目标网页转换率的最重要因素之一。产品图片越大越具体，消费者的购买意愿就越强烈。为了使目标网页给人以专业的印象，请确保图片清晰并使用全彩色。除产品图片外，人物照片也有助于提高转换率。
3. 信息保密 – 打消忧虑：
零售商需赢得客户的信赖。很多消费者不愿意在线购物，是因为他们很怕透露自己的信用卡信息。有关身份窃取的报道层出不穷，加之日益增多的间谍软件和网上诱骗威胁，消费者的担忧也不无道理。明智的商家会在目标网页上出示第三方认可（如"获有 VeriSign 安全证书"或"经过 BizRate.com 客户认证"），打消客户的顾虑，增强购买信心。
5. 注册表单 – 不要吓走访问者：
信息并不总是越多越好。如果在目标网页上堆砌过多的内容，就会使访问者产生视觉疲劳，很可能令他们抽身离去。字体大小应在 10 号以上，尽量只采用一栏内容的形式。访问者一般不会向下滚动浏览，因而营销信息应简短亲切并置于明显位置。您的目标不是迷惑访问者，因此转换活动信息应置于清楚而显著的位置。总体上，设计应明确有序并易于阅读。千万不要通过动画按钮、太亮丽的颜色或浮华的字体使网页显得扑朔迷离。
6. 简报订阅 – 使客户多次回访：
访问者不但担心隐私问题，而且有点"厌恶繁琐工作"。因此，注册表单应简短。注册表单中的字段应以六七个为限，不要要求过多的个人信息（如电话号码）。加上电子邮件隐私保护信息，让访问者确信您不会将他们的信息共享给其他商家。
同样重要的是，在目标网页的明显位置显示注册表单，使用户无需点击切换页面（请注意，他们可能会担心在点击后要下载程序）。
另一个技巧是提供白皮书等免费下载内容时不要求访问者注册。相反，在"感谢您"网页上，提供进一步更新和服务的注册。
不妨一试。
转换并不总是一蹴而就的。通过在目标网页上提供简单的电子邮件简报注册，促使访问者再次回访。通过向客户的信箱发送各种服务信息、新闻和折扣信息，也很可能将访问者转换成客户。
使用 Google 网站优化工具自动执行目标网页布局、图片、促销和标题的测试。经过时间的积累和认真的测试，您将能够找到成功转换的灵丹妙药。
英文原文：
Six Steps to Conversion Health
by Susan Minniear
Are you planning a site re-design? Is your landing page not converting well enough? Hopefully you’ve got the basics covered, and your landing page has a search function, contact information and a strong marketing message. But what else can you do to improve your conversion rate?
Once a visitor lands on your website, the clock starts ticking and you have only a few seconds to convince them to stay there, let alone make a purchase. At first glance, a user should know that they are in the right place and that their transactions will be secure. Sound daunting? With only a few easy changes, you can convert more visitors. Consider these six points as you assess the strengths and weaknesses of your current site and plan your re-design.
1. Custom Landing Pages – Add a Personal Touch:
Does your landing page have a navigation bar or feature multiple product lines and promotions? If so, you are committing conversion suicide. You must convince the visitor that the landing page is just for them. Avoid using home pages or all-inclusive multipurpose landing pages. Create specific landing pages for every ad and paid search term. When you land a visitor on your home page, they may stay longer and check out more of your pages, but chances are they won’t make a purchase. Instead, consider taking your visitors to a custom landing page. They’ll stay on your site a shorter amount of time, but they’ll convert about three times more often. And whatever you do, do not include a navigation bar on your landing pages – it’s completely unrelated to your sale and can dramatically lower your conversion rate.
Custom landing pages are so important for pay-per-click advertising because you are creating consistency from keyword to ad to landing page. Many campaigns fall short of their goals due to an overly general landing page which does not meet the customer’s expectations of relevancy. Just make sure you include some branding elements that will help consumers understand who you are and what you offer.
2. Images – Size Matters:
Product image size is actually one of the most important conversion factors on your landing page. The bigger and more detailed a product image is, the more inclined the consumer is to make a purchase. Make sure the picture is clear and full-color to contribute to the professional appearance of your landing page. In addition to product images, pictures of people can also increase conversion rates.
3. Confidence Messaging – Counter the Fear Factor:
Retailers must gain trust from shoppers. A large percentage of consumers won’t buy online because they’re absolutely terrified of giving out their credit card information. They’ve heard stories on the news about identity theft and with increasing spyware and phishing threats, consumers are rightfully concerned. Smart marketers counter customer fears by placing third-party endorsement
s such as "VeriSign s
ecured" or "BizRate.com customer certified" on their landing pages to give visitors confidence to buy.
5. Registration Forms – Don’t Scare Them Away:
More information is not always better. When you scrunch too much copy onto one landing page, you make your visitor’s eyes hurt and they are more likely to leave. Keep your font size over 10 point type and try just one column of copy. Few visitors will scroll down, so your marketing message should be short and sweet and above the fold. Your goal is to not confuse your visitors, so place your conversion activity in a clear and prominent location. Overall, the design should be clear, uncluttered and easy to read. Don’t try to jazz things up with flashing buttons, overly bright colors or artsy fonts.
6. Newsletter Subscriptions – Keep Them Coming Back for More:
Not only are visitors worried about their privacy, they’re also a little "work averse". So keep your registration forms short. Limit your page to six or seven fields and don’t require too much personal information like Phone numbers. Include e-mail privacy information so the visitor knows that you won’t share their information with other marketers.
It’s also important to have the reg form on the landing page above the fold so the user doesn’t have to click to convert (remember, they may be concerned that a program will download if they click).
Another tip is to not require registration for free downloads like white papers. Instead, on the thank-you page, offer a sign-up for further updates and offers.
Test it.
Conversions don’t always happen right away. Keep your visitors coming back by having an easy e-mail newsletter sign-up on your landing page. You’re also more likely to keep your customers converting when you build a relationship with them by sending various offers, news and discounts directly to their in-box.
Use Google Website Optimizer to automate the testing of your landing page layouts, images, promotions, and headlines. With time and careful testing, you’ll be able to discover your magic formula to conversion success.