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Jingdong book

Landing Page优化权威指南(第2版)

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Landing Page优化权威指南(第2版)

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《Landing Page优化权威指南(第2版)》,本书共11章,分为3部分。第1部分介绍主要指出在线销售的关键因素和Landing Page所起的作用,另外还分析了访客的心理和决策过程。第2部分着重介绍Landing Page的优化技巧,包括调整页面元素、调整统计方法等。第3部分是实际操作,提供了具体的优化案例,并对优化前和优化后的效果进行了对比分析。
Author Description

TimAsh是畅销书《Landing Page优化权威指南》第1版的作者。该书被印刷数次并已被翻译成6种语言。Tim是Site Tuners公司的CEO,该公司致力于通过诊断着陆页的问题并改进以提高网站转化率、转化率相关问题咨询、创建着陆测试计划以及内部客户的培训和指导。自2002年以来,SiteTuners已为超过850个大小客户提升了转化率,包括Canon、Google、Expedia、CBS、Sony Music、Facebook .Nestle、VerizonWireless、TexasInstruments、Cisco、Intuit以及Coach。
Tim是一位享有盛誉的会议演讲者,也是Conversion Conference的主席——该大会是第一个世界级的系列会议,关注于提升线上转化率。他已发表数百篇关于网站可用性、着陆页设计最佳实践以及如何提升网站转化技巧的文章,而且也是WebmasterRadio.fm上Landing Page Optimization广播的主持人。
他获得U.C.Regents全奖后进入加州大学圣地亚哥分校学习,并以“最高荣誉”获得了计算机工程和认知科学的学士学位,Tim还在攻读该校的计算机科学博士学位(神经网络和人工智能方向)期间获得了硕士和博士预科学位。
他与妻子和两个孩子生活和工作于加州的圣地亚哥。在他极少的闲暇时间里,Tim是一个狂热的摄影爱好者、艺术家和有资格认证的太极拳教练。他怀念很久以前的日子,那时他还有时间跳萨尔萨舞。

Rich Page已有超过10年的网站分析和改进经验。他目前任职于Adobe,是转化率解决方案专家,为世界500强客户改善网站测试和优化方案。他之前供职于迪斯尼在线的网站分析及优化团队,获得了圣地亚哥大学的信息技术学硕士学位。他5年来发表了多篇关于网站分析和优化的博客,编写了Website Optimization: An Hour a Day一书,该书于2012年由Sybex出版发行。
他在南加州度过了10年时间,目前居住在伦敦。在业余时间里,他是一个狂热的古典摇滚迷,并喜欢唱卡拉OK和打网球。

Maura Ginty是一名研究搜索、内容和社交媒体战略的专家,并有13年在线营销经验。是她启动了Autodesk的首批与集中搜索引擎优化(SEO)、Web内容和社交媒体有关的项目。
她是Google Technology AdvisoryCouncil(谷歌技术咨询委员会)的成员,也经常在众多业界顶尖的会议中发表演讲,如Dreamforce(Salesforce每年一度的用户及开发者大会)、Search Engine Strategies(搜索引擎战略研究会)、SMX(搜索营销世博会)、Online Marketing Summit(在线营销峰会)和Conversion Conference(转化大会)。她还为Jupiter Media、Lonely Planet、Symantec以及诸多非营利性的组织和机构提供过在线相关服务。
Catalogue

第1部分 着陆页优化介绍
第1章 搭建舞台
1.1 什么是着陆页
1.2 在线的宝贵瞬间
1.3 你的孩子并不完美
1.4 网站访客:真正的着陆页专家
1.5 了解在线营销的宏观图景
1.5.1 转化是薄弱环节
1.5.2 捕获
1.5.3 转化
1.5.4 保持
1.6 完美转化的神话
第2章 了解着陆页
2.1 着陆页类型
2.2 站点中的哪些部分是关键任务
2.2.1 主页
2.2.2 自然搜索入口页面
2.2.3 类别页面
2.2.4 产品和信息页面
2.2.5 支付和注册页面
2.2.6 内部站点搜索结果页面
2.2.7 非关键任务页面
2.3 你的商业模式是什么
2.4 转化行为的类型
2.4.1 多种转化行为
2.4.2 微转化
第3章 矩阵模型-一让人们行动起来
3.1 矩阵模型概述
3.2 角色
3.3 任务
3.4 决策过程
3.5 意识
3.6 兴趣
3.6.1 自主选择
3.6.2 需求识别
3.7 需求
3.7.1 研究
3.7.2 比较
3.7.3 获取细节
3.7.4 与他人交瀛
3.7.5 定制
3.8 行动
3.8.1 品牌实力
3.8.2 整体解决方案
3.8.3 交易

第2部分 寻找改进站点的机会
第4章常见问题——着陆页设计的七宗死罪
4.1 清醒地审视
4.2 不清晰的号召行动
4.3 太多选择
4.4 视觉分散
4.4.1 广告条
4.4.2 入口弹窗
4.4.3 退出弹窗
4.5 未履行承诺
4.6 太多文字
4.7 询问太多信息
4.8 缺少信任和信誉
4.9 真实案例分析:CREDO移动
第5章转化忍者工具箱——诊断站点问题
5.1 你不如自己认为的那样好
5.2 关注消极方面
5.3 Web分析工具
5.3.1 确保关键任务页面在前10名热门页面中
5.3.2 查看有高跳出率的热门入口页面
5.3.3 考虑网站主要区域的交互深度
5.3.4 为转化点设定目标
5.3.5 分析主要流量来源
5.3.6 检查重复访问率
5.3.7 检查热门的内部搜索关键词的相关性和质量
5.3.8 基于访客行为划分高级区
5.4 可视化分析工具
5.4.1 CrazyEgg
5.4.2 ClickTale
5.4.3 AttentionWizar
5.5 反馈和调查工具
5.5.1 SurveyMonkey
5.5.2 Kampyle
5.5.3 USerVbiCe
5.5.4 clafo
5.6 网站性能工具
5.6.1 CrossBrowserTesting
5.6.2 YSlOw
5.7 竞争分析工具
5.7.1 Compete和Quantcast
5.7.2 Hitwise_
5.8 可用性测试工具
5.8.1 USerrreSting
5.8.2 LOOp11
5.9 电子邮件增强工具
5.9.1 LeadSpend
5.9.2 SeeWhy
第6章误解访客——找出心理误配
6.1 换位思考:关键因素
6.2 研究整个故事

第3部分 修复站点问题
第4部分 测试原理
第5部分 组织和计划
Book Abstract

9.1考量测试元素
如果已阅读过本章前面的章节,则你应该已发现站点中很多潜在的问题,并进行了一定程度的思考。这包含了从使用技巧到着陆页与用户期望不符的基本问题等很广范围的诸多问题。
那么哪些问题需要测试呢?可以使用下面的一些建议对问题进行筛选。
9.1.1影响的广度
80/20原则(帕累托原则)被广泛应用于多个学科和观察实践中。它预示了大部分(80%)的结果是由重要的少数(20%)造成的。如果将此原则应用于着陆页优化中,则会发现一少部分基础问题对转化率产生了最大的影响。相反,这也意味着有些你决定测试的元素可能压根对转化率没有什么影响。
因此,应如何判断哪些问题是关键的,哪些是次要的呢?总的来说这个很难,但还是可以参考下列指南寻找最有可能的影响。
1.最重要的转化行为
在很多情况下,你一定会有多个期望的转化行为。要专注于改进或增强能带来最多经济收益的转化行为。例如,你提供了3个不同的服务级别,那你应该能知道哪个级别是受众最欢迎的,也是最符合他们收益的。那么,可以通过增强和突出这些最热门的方案以获得最大收益。如果相对次要的热门方案只会带来1%的收益,则即使将它的转化率翻倍也对总收入无济于事。
2.最可能的受众
通常情况下,公司有多个着陆页,各自服务于特定的市场营销方案。要重点检查拥有最高流量和最高转化数量的着陆页。对提供最高收益的页面应给予最高优先级的关注,并按受众的喜好进行展示。
很多公司只关注那些明显表现较差的着陆页。当然,弥补不足确实是增强业务的一个有效途径。不过,不能因此忽视了表现不错的页面隐藏的机会。虽然它们产生了很大的收益,但并不代表不能通过进一步的优化达到更好的表现。通过对这些热门页面进行改进,通常能够获得更多的价值。
3.站点最热门的浏览路径
通过Web分析工具可以看出站点中最热门的浏览路径(流量的流动)。有一些工具还可以提供反向目标路径——将访客引导至转化行为的页面顺序。对这些路径进行分析绝非易事。首先需要知道流量在站点中的何处着陆。对于主站点着陆页,流量通常着陆于站点几个类型的页面。例如,对于电子商务目录来说,流量通常在主页、类别页面、品牌页面、搜索结果页面和产品详细信息页面着陆。具体情况与业务模型有关。
不应只关注着陆页流量流的规模,因为并不是所有流量都有相同的价值。例如,主页占据了较高比例的引入流量。这可能意味着该品牌有一定知名度,人们正积极地寻找该公司,所以转化率可能会很高。也有可能是由于SEO工作比较成功,为主页带来了很多流量。在这种情况下,流量只是由一些关键词吸引而来,大部分访客只是看看就离开了。
很多流量(尤其是通过付费广告引入的)会在站点深处的页面着陆。这种深链接是出于某种特殊的目的而设置的,常用于展示与该目的相关的内容。深链接在PPC活动中很常见,因为搜索者的意愿可以从使用的关键词中推断出来。那些使用普通关键词的访客会被引至主页,而有特别需求或意识的访客会被引导至某个包含特定信息的页面,或者是某产品的详细页面。深链接带来的流量转化通常比较高,因为这些访客已处于决策过程的后期,且着陆页上的信息对他们要到达的目标更有针对性。
综合上面提到的几个因素可创建一个指标,用于衡量站点中每种类型的着陆页的潜在损失。将某个类型着陆页的每访客收入乘以该页面的访客数量,就可以对流量来源的收益得到一个估值。再将这个数值乘以跳出率(来到某个页面后马上离开站点且没有查看任何其他页面的访客比例),就可以获得潜在收益损失的估计值。通过这种方法可以马上对页面进行排名,锁定损失最大的页面。
但是,事情有可能略有复杂。有些时候,某个页面会同时扮演两个角色:本身即是着陆页,并且也作为开始于其他页面的转化路径中的某个环节。在这种情况下,计算收益损失不仅要考虑跳出率,还要考虑通过此页面的流量的中途退出(或放弃)率。但基本原理是相同的——计算转化过程中损失的金额。
下面看一个具体的示例。假定你正在运营一个为某房地产中介吸引购买者的网站。你每次将访客成功引导至房地产中介的页面后都会得到一定报酬。你唯一的流量来源是在全国热门搜索引擎中投放PPC。你将常用的和特殊的关键词进行了组合,例如“购买一个房子”、“加州房屋列表”或“圣地亚哥房地产”等。
……

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