This is the fourth week I have learned. I am very excited to write about my study progress here From About CXL CRO Course.
- Attract attention! When designing long pages, you will first provide important information, then provide unimportant information: why- Because people only look at the front (three seconds, the information explosion age is not so much time to pay attention.). How-can install the session Cam to observe the important area of attention and correct it.
2. All is: Each page is Fold Page is the most important. People don’t need to scroll down.
1. Checkout page: The method usually multi-step.
2. Shopping cart page: Should be the first screen to see Check Out
3. If it is a form: The table and CTA should be placed first, and the field is reduced.
4. If it is a pricing page: the first screen shows the pricing system and the difference
1. Make the CTA button admiring: 1. Master CTA comparison: Our website can have a major CTA button and a secondary CTA button.
2. Size: The button is large enough, Philippine.
3. Space: There is enough space around the CTA button.
4. Color highlight — different colors of the website.
5. Correct content:
1. Things happened behind the stand-alone button, trigger words don’t blur
2. It is definitely to be good for customers,
3. Contains a trigger word (the user is looking for “subscription”, and your button has subscribed to this word. This is also part of the fogg behavior model — this trigger word can query / users can ask in the buyer’s search, oh Where are I? -Click Here often has a good effect. Don’t use “Submit”.
4. Do not force users — increase the pressure, better understanding better than Buy Now, fully understand the stage of customers.
5. The content around the call should explain the benefits of this call!
6. Two questions: What is your customer clicking this button? . How will my customers do after entering? Is it in line with my expectations?
* The font size of the body is above 16 pixels, the greater the size of the title.
* Font pairing Important: https://www.creativebloq.com/TyPography/20-perfect-type-pairings-3132120. When equipped with the font, determine if the test content of i: 1 is to know the difference.
* Neutter text: 1. 2. Three four lines. 3. Adding a subtitle after two — three sections. 4. Use a list of large numbers. Such as 1.2.3.4. Or …
* Confirm the best per line of text content: ideal between 50–75 characters.
* Users read the most things: Titles, subtitles, sub-symbols in the first screen, preface.
* Content: 1. Don’t use the title of our title, you can use us because ABC. 2. The goal is to shape the content of the title and the subtitle. The user reads these will take action. 3. Banner Blind
Two goals of the homepage: communicate information to consumers, give consumers navigation.
* What can I do here?
* Why do I do this?
* What is the difference between this is different from the factor’s OFFER?
1. The greater the value, the more attention will be taken, the longer the payment of it.
2. Consumers like project symbolic forms of display
3. When consumers will participate in more value when value
* When there is more text (more spaces on the page), users pay more quickly to value propositions.
* The user spends longer on value proposition, and more other places on the page will cost more.
* Among them, users have not advocated the value of the trust understanding of different perception, but …….
* The more information provided in the value proposition, the more people will recall the purpose of the website / service.
* User recalls more services from the website, when listing more services.
* When there is more features and benefits to read, users describe more website advantages.
* The information of the user’s favorite project symbol list, and the preference of the page design is initially influenced by the version change
Half of the advertising fee was wasted, but the problem is what I don’t know how to waste it? “This is a classic name from the parent Tom Wanamaker of advertising. I brought 1000 users in an angel, but I found only one user transformation! But what is the problem?
Today’s theme is a bonus behavior model. Consumer behavior = before purchasing + purchase + purchase. So this model can be used in any stage of consumers.
What is a bonus behavior model? Consumers purchase decisions = consumer motivation + consumer capabilities + triggers.
I will give this simple example here. I saw the advertisement in the rain class today, wow, from 0–1 can quickly start a separate station course, I just shouted when I saw it, from 0–1 this word very good. I started looking forward to learning this course, I can become a billionaire (EMM. Exaggeration]. Follow the description of the description of the details page I was attracted at this course (this time my desire is very strong). Then pull to the bottom. 6666 yuan full set of courses. I suddenly watched my pocket (still 500RMB) I immediately turned off this page. — — In this example, the trigger = advertising, motivation = I am a desire for making money and expecting a better life, ability = my money! ! ! There are still a lot of cases similar to this situation, and I said that I have to lose weight today, but I have lost 30 days, I haven’t fallen. For example, today’s new courses have been out, then the price is 999 yuan, I went to buy it! It is really useful to find it (do not spray it yourself.).
Average 14-year-old children in the United States can already make purchase decisions! ! ! ! So we have to do cross-border business today, we must understand this leaching logic. How to make consumers to buy decisions?
So how do you use this set of things in a separate station?
1. Product: I have said a chapter of the value. I have said that you must go to the price of the product in your store. For example, your product has a master push (mainland goods) high B grid (high value). Then our main push will try to improve ※ consumers’ purchase ability (that is, this price is not too much in the price of explosions on the market. Most people afford to afford). Our high B grid should be as high as possible ※ consumers’ purchase motives (for example, I have been doing painting products recently, then there are ordinary paintings on the mainland, I can also create a designer column — then flowers A large number of soft texts to create him! Let him give souls ~ and use a lot of beautiful pictures and videos!) — summary, how to improve value in products, how to have a price hierarchical also Good reaction.
2. Service: About increasing consumer motives (3 days, 365 days return, 365 days warranty). About enhancing consumer capabilities (24-hour online customer service — so that they will communicate with us in time.)
3. Banner: Our CTA language and buttons are definitely need to increase the motivation of consumers (such as 50% OFF, B1G1 20% Off, Let Your Dream Come True), etc., but these should be considered from your products and consumer market demand of.
Our Banner cannot design the word unclear, then this will reduce the consumer’s visual recognition ability!
4. Evaluation System: 4 5 stars evaluation and 500 4.5 stars evaluation products, which one do you go with? Have a good set of scoring systems to help you create the explosive vision you want! This is to enhance the motivation of consumers!
The color of your score should focus on design, don’t be very small, it is not aware of it, it is to reduce consumer visual cognition.
5. Subscribe column subscription: This consumer is easy to get some subscription to the wrong, at this time, the consumer’s ability is very high, but you need a sentence “join us! Win 50% off” is there more add consumers’ motivation? ? That consumers taking the probability of this Subscribe action.
6. Product page: Is the low price product is very powerful? At this time, is we to add his motivation? That motivation is actually happy, reducing pain is so simple, then you can put some INS’s atlas increase visual enjoyment? Can your products can’t share better coupons? (Just as the purchase of this purchase, you can get a coupon, add the sense of social identity, which will take advantage of the sense of social identity.)
7. Menu column: Can your Menu column not designed? So consumers convenient to browse, improve consumers’ ability? Can your Menu column can’t listen out the columns like consumers, increase consumers’ motivation?
8. Word Class Notification: Please don’t design your pop-up window, which will cause unnecessary friction. And it is recommended that your pop-up is jumped after visiting a certain time. why? Because customers are definitely the ability to subscribe to you, this is the ordinary person. But he doesn’t want his email to expose. Then the customer browsing a certain time (it is definitely interested in your website) according to the principle of AIDA. The first two phases were completed, and the next step is to increase Desire, then Desire is motivation. Your pop-up window is exquisite, the content of the pop-up window is attractive to get a free tutorial, then the consumer does this decision will be more?
Said, there are too many interpretations of this bonus model. I hope that you can use this bonus model to use all levels of operation.
Finally, ask everyone a question: If you spend 999 yuan today, I will “from the 0–1 Separate Station 7-Day Training Camp” course, will you make this decision? If I am a foreigner, I sell this course?
How is the price in cross-border marketing?
Xiao Ming said: How much does it cost according to your own cost?
Xiao Zhang said: Definition according to his own competitors, because the environment you are in a competitive market.
Xiao Huang said: also according to the cost, according to the competitors.
Ask everyone, who is right?
Our topic today is a discussion about pricing, and it is also the experience I have passed through cross-border.
- After watching, everyone is welcome, I hope to have a different pricing game!
Sth, why is the pricing this importance?
1. The pricing is actually marketing, the essence of marketing is to increase profits.
2. The priced target group is a consumer. We have the price we have to meet the value of consumers to your product, so when your product profit is upgraded, this is the breakthrough of your operation.
3. I have seen a lot of online stores are fighting price wars — especially the products on AliExpress. In the end, I have to cut prices again, because I can’t think of any good way, I found out for a year, and I have made more than 10,000 things.
Then first everyone should understand — pricing, and finally paying the consumer is right?
So is the consumer is our market?
Is that consumers judged to our product value?
So what we said today, it can be summarized:
First position — pricing
I will give you a case here: Today I made my own manual “One Piece” ceramic bowl, I took this ceramic bowl as a bowl of ordinary eating, I hung him on Taobao, everyone can Now go to Taobao to search, basically the price range is between 20–70 yuan. How much is the concept of a ceramic bowl? I am about 30 yuan in my cognition. So is the consumer awareness of 30 yuan, is it our pricing limit? We said the most underlying consumer demand in the usefulness of the bowl.
Then we put this “One Piece” ceramic bowl, put it in a line of physical stores, and he is full of various One Piece’s hand, and the price is between 300–500. When I visited this store, I was with the nature of the collection, and I got an identity of the anime to go shopping, and the pricing of my cognition behind this layer is better than 100–300 yuan. So today, my bowl swings in the pricing of 99 yuan, take him as a collection, then the consumer’s 300 yuan upper limit, is it our highest pricing section?
Therefore, it can be seen that consumers have a subject matter of product value, subject to external environmental impacts.
And have you found that when you find a new thing-ps: This is what I just thought, there is no market. For example, I made a fitness cup today, there will be an app to scan code, then my positioning is a 10-day slimming plan, because control drinking water is also a part of the fitness.
Next, I will listen to a list, you can imagine put them on a shelf.
Red Bull: 5 yuan
Jia Ze: 6 yuan
Nongfu Spring: 1 yuan
Weight loss fitness cup: 99 yuan
When you see these goods at this time, if you are thirsty today, you will not buy this fitness cup, I have to spend 20 bottles of red cattle to change a cup, because I feel that he is very expensive.
1 Private Lesson: 356 yuan
L-carnitine drink 1L: 356 yuan
A weight loss product: 156 yuan
2 weight loss fitness cup: 178 yuan
It seems that this weight loss fitness cup is almost in a price range, this time there is enough purchase possibilities.
— —
So here, everyone must remember that first according to their product value, pick a suitable competitor. The value of your water cup is used to lose weight, or use it to be thirsty, then find the corresponding competitor according to different values.
So put the product in the middle of a more expensive competitor, you may have a lot of probability to let consumers will pay your high quality
So this side brings you a painful point demand formula analysis (which can combine the Maslow demand model before I am.). I am in annex. Everyone must first determine where the pain of our products is? Then go to the next step of the user’s underlying needs. Then you can find as possible to compete as much as possible according to different pain points and conduct prices. Thus, a high-priced competitive product price market is cut out so that your pricing will not turn into a place in long-term racing!