The bad news is that without these things, chances are very good that you're not only seeing low conversions, but you are losing a lot of money.

壞消息是，如果沒有這些東西，很有可能你看到的不僅是低轉化率，而且會損失大量資金。

The good news is that all of these conversion boosters are incredibly simple.

好消息是，所有這些轉換助推器都非常簡單。

A small change here, a little tweak there, and you could be seeing conversion rates like this.

這裡稍作改動，那裡稍作調整，你就能看到這樣的轉換率。

And in this video, I will show you how.

在本視頻中，我將告訴你如何做到這一點。

So, keep watching.

所以，請繼續關注。

Hey, Posse.

嘿，波塞

What's up?

怎麼了？

It's Alex, coming at you this week with another video to help you master the world of online marketing and messaging.

我是亞歷克斯，本週為您帶來另一段視頻，幫助您掌握網絡營銷和資訊傳遞的世界。

Whether you're trying to grow your email list, write better copy, or create high-quality content online, my channel is here to help.

無論您是想增加您的電子郵件列表、撰寫更好的文案，還是想創建高質量的在線內容，我的頻道都能為您提供幫助。

So go ahead and hit that subscribe button below, and don't forget to ring that bell to be notified when my next video goes live.

所以，請點擊下面的訂閱按鈕，別忘了按鈴，我的下一個視頻上線時就會通知你。

Now, let's talk landing pages, aka opt-in pages, squeeze pages, registration pages.

現在，讓我們來談談登陸頁面，也就是選擇頁面、擠壓頁面、註冊頁面。

Yep, I am talking about any page where the number one goal is to get leads on your email list so that you can convert the right people into paying customers.

是的，我指的是任何頁面，其首要目標是將潛在客戶納入您的電子郵件列表，從而將合適的客戶轉化為付費客戶。

Now, did you catch that?

你聽到了嗎？

Yes, this is very, very important, so please pay attention.

是的，這非常非常重要，請注意。

You are watching this video because you want to boost your landing page conversion rate, which all sounds good and peachy.

您之所以觀看本視頻，是因為您想提高著陸頁的轉化率，這一切聽起來都很美好。

Peachy?

桃子？

I don't think I've said that word in a while.

我好像很久沒說過這個詞了。

But remember, the purpose of your landing page is to attract qualified leads who are actually interested in what you have to offer them, or else you are wasting a whole lot of your time, effort, money, and energy on getting leads that will never, probably ever, turn into a customer.

但請記住，您的著陸頁的目的是吸引那些對您提供的產品感興趣的合格潛在客戶，否則您就會浪費大量的時間、精力、金錢和精力去獲取那些永遠不會（可能永遠不會）變成客戶的潛在客戶。

In fact, they will likely unsubscribe the second they get whatever free thing you promised and delivered to them.

事實上，他們很可能會在收到你承諾並交付給他們的任何免費物品後立即退訂。

So while we go through this list, it is really important that you keep that in mind.

是以，當我們瀏覽這份清單時，請務必牢記這一點。

Lead quality is greater than conversion rates any day of the week.

任何時候，線索品質都比轉化率重要。

Now, let's talk about conversion rates because you might be wondering, okay Alex, well, what is a good conversion rate and what are the small tweaks that you can make to improve your landing page conversions?

現在，讓我們來談談轉化率，因為你可能會想，好吧，亞歷克斯，那麼，什麼是好的轉化率，你可以做哪些小調整來提高著陸頁的轉化率？

Well, I went straight to the source of my landing page data to find this out for you.

好吧，我直接從著陸頁數據的源頭為你找出了答案。

Here at The Copy Posse, we actually built all of our landing pages on lead pages.

在 The Copy Posse，我們實際上把所有的著陸頁都建立在引導頁上。

On their blog, they say a common conversion rate for an email opt-in landing page is between five and 15%.

在他們的博客上，他們說電子郵件選擇登陸頁面的常見轉換率在 5%到 15%之間。

The companies with the most success tend to convert around 20 to 25%, and the very cream of the crop achieves 30% or higher conversion rates.

最成功的公司轉化率往往在 20% 到 25% 左右，而最優秀的公司轉化率可達 30% 或更高。

So if you're currently converting somewhere between five to 15%, then congratulations, you are average.

是以，如果你目前的轉化率在 5%到 15%之間，那麼恭喜你，你是平均水平。

It sounds harsh, but you know what I mean.

這聽起來很刺耳，但你知道我的意思。

Now, this is likely for the coldest type of traffic, which of course is always going to perform lower than warmer traffic.

現在，這可能是針對最冷門的流量類型，當然其表現總是低於較熱的流量。

But what if just a few small tweaks could take you from average to the cream of the crop?

但是，如果只需幾個小小的調整，就能讓你從普通人成為精英呢？

Now, take a look at our top performing landing pages here in lead pages, 87%, 85%, 79, 76, 75, 72%.

現在，看看我們的領先頁面中表現最好的著陸頁，87%、85%、79、76、75、72%。

Now, these pages are primarily used in our ads and our content marketing, so not totally cold leads, but not totally hot either.

現在，這些頁面主要用於我們的廣告和內容營銷，是以不完全是冷門線索，但也不完全是熱門線索。

It's kind of a mix of both.

兩者都有。

These stats should really excite you because what we do is actually so freaking simple.

這些數據應該會讓你感到興奮，因為我們所做的事情其實非常簡單。

And as you can see, this method works very, very well for getting conversions.

正如你所看到的，這種方法對獲得轉化率非常非常有效。

So let's talk about a few of the things that we include on all of our landing pages and the small tweaks that you can make like right now to boost your landing page conversion rate.

是以，讓我們來談談我們在所有著陸頁上都包含的一些內容，以及你現在就可以做出的小調整，以提高你的著陸頁轉化率。

Starting with number one, the most important aspect of your entire landing page, a strong offer.

首先是整個著陸頁最重要的方面，即強有力的報價。

Landing pages come in many different shapes and sizes.

登陸頁面有許多不同的形狀和大小。

There are a lot of different offers out there that a landing page might promote, whether it's getting a free car insurance quote, booking a free consultation call, getting a free chapter of a book, or maybe downloading some sort of a free guide.

有很多不同的優惠可以在著陸頁上推廣，無論是獲得免費汽車保險報價、預約免費諮詢電話、獲得某本書的免費章節，還是下載某種免費指南。

By the way, this landing page is for one of our free guides and it has a 79% conversion rate.

順便說一下，這個登陸頁面是我們的一個免費指南，它的轉化率高達 79%。

I'll break down exactly what works step by step in this video.

在本視頻中，我將一步一步地詳細介紹哪些方法有效。

And yes, even though you are offering something for free, you are still making an offer and I think that's something that people need to understand, right?

是的，即使你提供的是免費服務，但你仍然是在提供服務，我認為這是人們需要了解的，對嗎？

And it better be a good one to warrant someone giving you their email address.

而且最好是能讓別人給你提供電子郵件地址的好東西。

This is a big mistake that a lot of marketers and business owners make with landing pages.

這是很多營銷人員和企業主在著陸頁上犯的一個大錯誤。

They just whip something arbitrary together and they think because it's free, everyone will just flock and want it immediately.

他們只是隨心所欲地拼湊一些東西，並認為因為是免費的，所以每個人都會蜂擁而至，立即想要。

Yes, of course the word free is incredibly powerful in marketing, but if it's not an offer they actually want or something they find really valuable and relevant in their business or life, they will likely just sign up just to close that curiosity loop that's been opened in their mind and then they will promptly unsubscribe.

是的，免費這個詞當然在營銷中具有難以置信的力量，但如果這不是他們真正想要的優惠，也不是他們認為真正有價值且與他們的業務或生活相關的東西，他們很可能只是為了關閉他們心中已經打開的好奇心迴路而註冊，然後他們就會立即退訂。

So while it might look like it's working, it's not.

是以，雖然看起來好像在起作用，其實不然。

So the first thing you need to ask is, is this an offer my audience actually wants or needs?

是以，你需要問的第一件事是：這是我的閱聽人真正想要或需要的產品嗎？

Listen, if they aren't interested now, they won't convert into a customer later.

聽著，如果他們現在不感興趣，以後就不會轉化為客戶。

It is as simple as that.

就是這麼簡單。

You could nail everything else on this list.

這份清單上的其他內容你都可以做到。

You could have like the sexiest landing page ever created, but if your offer isn't hitting the mark with your audience, you will not see the results you want.

你可以擁有有史以來最性感的登陸頁面，但如果你的產品不能打動閱聽人，你就不會看到你想要的結果。

So take the time to get this right.

所以，請花點時間把它做好。

And the best way to figure out what your audience actually wants, newsflash, it is to ask them.

要想知道閱聽人到底想要什麼，最好的辦法就是問他們。

I do this all of the time in my marketing and it's how I'm able to continually come up with lead magnets that not only my existing audience wants, but it tells me that more people like them will probably want something like it too.

我在營銷中經常這樣做，這就是我能夠不斷推出潛在客戶磁鐵的原因，這些磁鐵不僅是我現有的閱聽人想要的，而且還告訴我更多像他們一樣的人可能也想要類似的東西。

All right.

好的

So once you know that your offer is good and it's a fit for your audience, here are the conversion principles you need to include on your landing page.

是以，一旦您知道您的提議是好的，並且適合您的閱聽人，您就需要在著陸頁中加入以下轉換原則。

Number two, focus on a singular benefit.

第二，關注單一利益。

The copy needs to convey a really clear and singular benefit that your visitor can expect after consuming whatever free content or thing that you're providing them.

文案需要傳達一個非常明確和獨特的好處，讓訪客在消費了你提供的任何免費內容或東西后都能有所收穫。

Why just one benefit?

為什麼只有一種好處？

Because we want people to take quick action.

因為我們希望人們迅速採取行動。

We don't want to overwhelm them with all the possibilities and the amazing things that will happen once they get this free thing.

我們不想讓他們對所有的可能性和一旦得到這個免費東西就會發生的奇妙事情感到不知所措。

Simply point out the number one reason they need this thing in their life and how you can help them.

只需指出他們生活中需要這件東西的首要原因，以及你能如何幫助他們。

Write high converting social captions and CTAs.

撰寫高轉化率的社交標題和 CTA。

Stop writing boring email copy.

別再寫無聊的電子郵件文案了。

Get more clicks, engagement, and conversions.

獲得更多點擊、參與和轉化。

Take your copy from drab to fab with these 250 power words.

使用這 250 個有力的詞語，讓您的文案從單調乏味變得精彩紛呈。

See how all of these are just so simple, only focused on one clear benefit.

看，所有這些都是如此簡單，只關注一個明確的好處。

This isn't a thousand dollar product.

這不是價值千元的產品。

You don't need to throw in all the bells and whistles and features of this offer.

您不需要把所有的鐘聲、口哨聲和功能都加入這項優惠中。

You just need one compelling reason to get your audience to raise their hand and say, yes, I want this.

你只需要一個令人信服的理由，就能讓閱聽人舉手說 "是的，我想要這個"。

I need this.

我需要這個

I desire this.

我希望如此。

The more valuable you make the free thing, the more irresistible it will be.

免費的東西越有價值，就越讓人無法抗拒。

All right.

好的

Next up, build trust.

接下來是建立信任。

Landing pages are very often the first touch point that you have with potential customers, you know, after the ad.

著陸頁通常是廣告之後與潛在客戶的第一個接觸點。

So it's not only super important to have the right offer and of course that strong singular benefit in your copy.

是以，在你的文案中，不僅要有正確的提議，當然還要有強大的單一優勢，這一點超級重要。

If these people know nothing about you and there's no trust created, right?

如果這些人對你一無所知，也沒有建立起信任，對嗎？

So you really, really want to get them to trust you.

所以，你真的真的很想讓他們信任你。

And one of the best ways to do this is by adding social proof, testimonials, or some other form of credibility to your landing page. 92% of people read an online review before buying.

要做到這一點，最好的方法之一就是在著陸頁上添加社會證明、推薦信或其他形式的可信度。92%的人在購買前會閱讀在線評論。

So if you're not including anything on your landing page, you could seriously be missing out on conversions.

是以，如果您沒有在著陸頁上添加任何內容，您可能會嚴重錯失轉化機會。

You could do this by asking your previous users to submit testimonials about this free thing.

為此，您可以請以前的用戶提交對這一免費服務的評價。

You could showcase screenshots that you get in your DMS from, you know, happy customers or people that you worked with.

您可以在 DMS 中展示從滿意的客戶或與您合作過的人那裡獲得的截圖。

You could add logos, you know, like as seen on to really build authority.

你可以添加徽標，就像在上面看到的那樣，以真正建立權威。

And of course you can include an authority bio, both add serious credibility.

當然，你也可以加入權威人士的簡介，這兩者都能增加很高的可信度。

And we do these two things on all of our landing pages.

我們在所有登陸頁面上都做了這兩件事。

You could even utilize a social proof tool like proof that will pop up a little notification at the bottom showcasing all the recent people who have snagged your free thing.

你甚至可以利用社會證明工具（如 proof），它將在底部彈出一個小通知，展示最近所有搶到你免費東西的人。

This is something that we're actually going to start experimenting with on all of our pages.

實際上，我們將在所有頁面上開始嘗試使用這一點。

So TBD, but just make sure you're adding some sort of trust builder on your landing page.

所以，待定，但請確保您在著陸頁上添加了某種信任建立工具。

And I shouldn't have to say it, but make sure all of your social proof is real.

我不應該說出來，但要確保你所有的社會證明都是真實的。

That's why the little proof notification or like DM screenshots are so great because they're legit.

這就是為什麼小證明通知或 DM 截圖如此重要，因為它們是合法的。

Nothing will ruin your reputation faster than if you try to like create fake testimonials.

沒有什麼比製造虛假推薦更快毀掉你的聲譽了。

And I know you guys wouldn't do that, but I just have to say, all right, there's a couple other things we need to look at and they're often the biggest mistakes that I see people making on their landing pages.

我知道你們不會這麼做，但我不得不說，好吧，我們還需要關注其他一些事情，這些往往是我看到人們在著陸頁上犯的最大錯誤。

And I'm like, no, why, why are you doing this?

我想，不，為什麼，你為什麼要這麼做？

Number four is to have one call to action.

第四，要有一個行動號召。

So you want to focus on one main benefit in your copy, like I mentioned, but you also want to have one consistent call to action.

是以，你要在文案中重點突出一個主要優點，就像我提到的，但你也要有一個一致的行動號召。

So are you seeing a theme here?

那麼，你看到這裡的主題了嗎？

Simple is best.

簡單是最好的。

Make it easy for your visitors to become leads.

讓訪客更容易成為潛在客戶。

Don't make them second guess, right?

別讓他們猜來猜去，對吧？

It takes people less than a second to decide whether they're going to stay or whether they're going to leave the page.

人們只需不到一秒鐘的時間就能決定是繼續瀏覽還是離開頁面。

So the last thing you want to do is to overwhelm or confuse them with too many options or a nav bar that's got like all of these dropdowns, right?

是以，你最不想做的事情就是用太多的選項或導航欄中的所有下拉菜單來淹沒或迷惑他們，對嗎？

When I say use one CTA, I mean it, but I don't mean having only just like one button.

當我說使用一個 CTA 時，我是認真的，但我並不是說只有一個按鈕。

You of course can have multiple buttons on your page, but they should all link to the same thing or the same pop up to get the same free thing, right?

當然，您也可以在頁面上設置多個按鈕，但它們都應鏈接到相同的內容或相同的彈出窗口，以獲得相同的免費內容，對嗎？

And they could say something like get instant access, which is our go to, but you could also use something like download now or sign up or get your free quote or whatever, right?

你也可以使用 "立即下載"、"註冊"、"獲取免費報價 "等字樣，對嗎？

But just keep it consistent.

但要保持一致。

The copy might not be super sexy or exciting, but that's kind of the point.

文案可能並不性感或令人興奮，但這正是重點所在。

It's transactional.

這是事務性的。

You're telling people exactly what you want them to do next.

你要告訴人們你希望他們下一步做什麼。

Don't try to be too clever or cute with your copy.

文案不要太聰明或可愛。

You want to leave no room for confusion on exactly where your prospect should click, which leads me to the final thing on this list.

你要讓潛在客戶清楚地知道應該點擊哪裡，這也是本清單的最後一項內容。

And honestly, it is probably the most important that I will spend tons of time optimizing my pages for this.

老實說，這可能是最重要的，我會為此花大量時間優化我的網頁。

Number five, keep it mostly above the fold.

第五，主要保持在摺疊上方。

So this is something a lot of people overlook, right?

很多人都忽略了這一點，對嗎？

They make their pages super fancy.

他們把頁面做得超級花哨。

They make their headline really big at the top of the page.

他們把標題做得很大，放在頁面頂部。

And it means that quite often people need to scroll in order to see that first call to action button.

這意味著人們往往需要滾動頁面才能看到第一個行動號召按鈕。

But remember, the people coming to your page probably aren't interested in scrolling your page.

但請記住，訪問您頁面的人可能對滾動您的頁面不感興趣。

I mean, they don't even know who you are, maybe, right?

他們甚至不知道你是誰，對吧？

They're coming because maybe they saw an ad or some piece of content that was promoting some benefit or result that they want.

他們之所以來，可能是因為看到了某個廣告或某些內容，而這些廣告或內容正在宣傳他們想要的某種好處或結果。

It piqued their interest just enough to give it a click.

這恰好引起了他們的興趣，讓他們點擊了一下。

But then if they don't immediately see the exact same promise they saw in the ad or the content that drove them there and there's a disconnect, right?

但是，如果他們沒有立即看到與他們在廣告或內容中看到的完全相同的承諾，就會出現脫節，對嗎？

It's not consistent.

這是不一致的。

And if they don't immediately see that CTA that helps them continue down that path to get the thing they want, then they're not going to waste their time scrolling and reading the page and trying to figure out how or where to get it.

如果他們不能立即看到 CTA，幫助他們繼續沿著這條路徑獲得他們想要的東西，那麼他們就不會浪費時間滾動和閱讀頁面，試圖找出如何或在哪裡獲得它。

They'll literally be gone so freaking fast.

它們會很快消失得無影無蹤。

And this is why it is really, really important to keep your CTA above the fold.

這就是為什麼把 CTA 放在摺頁上方非常非常重要的原因。

Keep your messaging consistent.

保持資訊傳遞的一致性。

Have your headline reflect that really powerful core benefit, the same one that probably got them to the page, and then show them just how easy it is to get what they want.

讓你的標題反映出真正強大的核心優勢，也就是吸引他們進入頁面的核心優勢，然後向他們展示獲得他們想要的東西是多麼容易。

No scrolling required.

無需滾動。

And then of course, below the fold, you can add some additional benefits and social proof for those people who really do need maybe a little bit of extra convincing.

當然，在摺頁下方，你還可以為那些確實需要一點額外說服力的人添加一些額外的好處和社會證明。

But still, this should be kept short and to the point.

但還是要簡明扼要。

You can see that our landing pages are very short, like embarrassingly short, but we still have conversion rates in the 70s and 80s.

你可以看到，我們的著陸頁非常短，短得令人尷尬，但我們的轉化率仍然在 70% 和 80%。

So when it comes to landing pages, I mean, you got this already, but simple is better.

所以，說到著陸頁，我的意思是，你已經明白了這一點，但簡單就是好。

I hope you found this video helpful.

希望這段視頻對您有所幫助。

Make sure to come back to this video and let me know how it goes.

一定要回來看看這段視頻，告訴我進展如何。

And I will see you next week with a brand new video.

下週，我將帶著全新的視頻與大家見面。

Until then, I'm Alex.

在那之前，我叫亞歷克斯。

Ciao for now.

再見

All right, guys, if you enjoyed that video, make sure to check out the next one from me right here.

好了，夥計們，如果你們喜歡這個視頻，一定要看看我的下一個視頻，就在這裡。

And you can click right here to get a free gift.

您還可以點擊這裡獲取一份免費禮物。

Power words, when used correctly, can transform your overused words and boring copy from drab to fab.

如果使用得當，強力詞可以將你使用過多的詞語和枯燥乏味的文案從單調乏味變為精彩紛呈。

But what exactly are power words?

但究竟什麼是 "力量詞 "呢？

Why are they so important?

它們為何如此重要？

And how can you find and use them to effectively enhance your writing?

如何找到並利用它們來有效提高寫作水平？

Well, stay tuned because that's exactly what we're going to cover today.

那麼，請繼續關注，因為這正是我們今天要介紹的內容。