久久综合久久网站_亚洲综合一区二区国产精品_久久综合涩涩_精品国产一区二区三区 ,国产成 人 亚洲 综合_中日韩精品高清在线播放网站免费视频_欧美中文小说在线观看 ,亚洲国产无码网站_亚洲无码在线小视频_国产精品自产拍在线观看_亚噜噜狠久久香蕉人妖 http://www.soiayq.cn/blog/ zh-cn www.emlog.net Goldelucks 的品页面优化策略如何订单量增?31.56% http://www.soiayq.cn/blog/post-13527.html (zhn)是否从自然搜烦(ch)和付费广告中获得了大量的访客Q但却发现很隑ְ他们转化为客PGoldelucks也遇C同样的问题,但他们成功解决了q个问题。他们是如何实现 66% 的订单收入增长的Q让我们深入探究Q?/p>

遇见 Goldelucks

Goldelucks 是一家总部位于澛_利亚的甜炚w送服务公司,?2018 q以来在墨尔本很受欢q?nbsp;

Goldelucks 甜甜圈由 Phillip Kuoch 创立Q很快就成ؓ(f)了城中最受欢q的味吃?nbsp;

Goldelucks 拥有过 350,000 名满意的֮和杂志的热烈评论Q被誉ؓ(f)该地购甜甜圈的顶U服务?/p>

挑战

管他们通过自然搜烦(ch)和付Ҏ(gu)索渠道获得了大量产品面量Q但很大一部分潜在客户q没有购买就d了?nbsp;

Goldelucks 认识到尚未开发的潜力q寻求提高投资回报率Q因此正在寻找解x案,更多品页面访问者{化ؓ(f)付费客户?/p>

然而,他们军_不用折扣等传统Ҏ(gu)Q因?x)降低他们的利润?/p>

解决Ҏ(gu)

在优化品页面性能和提高{化率的过E中QGoldelucks 实施了三U创新策略?nbsp;

1. 产品面优化 

最初,他们的品页面只展示了品名U和一些精的高质量图片,q些囄位于首屏上方。品描q隐藏在首屏下方?nbsp;

q种布局意味着剙没有H出昄的倹{?nbsp; 

q就?OptiMonk 产品面优化器的用武之地。借助此工PGoldelucks 可以自动向每个品页面添加简短的、以利益为导向的描述Q以改进首屏内容?/p>

Goldelucks 使用 OptiMonk 优化了其产品面

在首屏上方突出显C关键h(hun)g张立卛_起了访客的共鸣,q种优化{略?strong>订单量增加了 31.56% ?/p>

2.动态内容优?/h3>

Goldelucks 的下一个策略是利用 OptiMonk 的动态内容功能在产品面上实C个突出显C的元素。该元素的目标是向访问者传N外的信息?nbsp;

他们试了两个不同的版本?nbsp;

在第一个品中Q他们突Z USPQ?ldquo;令h隑ֿ的礼物:(x)在Q何礼中d五彩U屑爆炸?rdquo; 

Goldelucks动态内? width=

在第二个面上,他们H出昄了配送时_(d)(x)“澛_利亚东部标准旉Q周一臛_五)下午 2 点前下单Q澳大利亚东部标准时_(d)周六Q上?8 点前下单Q即可当天发货。点?yn)L处查看所有当天发货的产品?rdquo; 

Goldelucks案例研究

通过 A/B 试Q他们发现第一个版本(H出 USPQ收入增加?66.2%Q?/strong>证明了战略信息传递的有效性?/p>

3. 推荐弹出H口 

他们的最l目标是让那些不C西就准备d的游客生购买欲?nbsp;

Z解决q个问题Q他们创Z一?a target="_blank" rel="noopener">推荐弹出H口Q?/a>在品页面访问者退出时触发?nbsp;

推荐弹出H口触发
Goldelucks 推荐弹出H口

但是Q浏?ldquo;金蝴蝶爆炸盒”产品面的访客看到的是这个:(x) 

Goldelucks 推荐弹出H口

l果如何Q?strong>订单量增加了 12.27% Q凸显了个性化推荐对{化率的媄(jing)响?/p>

l果

Goldelucks 的创新技术取得了一些o(h)人印象深ȝ成果Q?/p>

  1. 产品面优化?strong>订单量增加了31.56% ?/strong>
  2. ׃实施了突?USP 的动态内容,订单收入增加?66.2% ?/strong>
  3. 推荐弹出H口产生的订单增加了 12.27% Q证明了个性化推荐在推动{化方面的有效性?/li>
Goldelucks 产品面优化前后Ҏ(gu)

MQGoldelucks 的方法采用了新的创新优化Ҏ(gu)Q不仅显著提高了他们的{化率Q而且巩固了他们在墨尔本竞争激烈的甜点市场中的领先C?nbsp;

通过跛_固有思维模式q?a target="_blank" rel="noopener">OptiMonk {{化率优化工具QGoldelucks 证明了智能策略可以促q销售ƈ提高转化率?nbsp;

遇见 Goldelucks

Goldelucks 是一家总部位于澛_利亚的甜炚w送服务公司,?2018 q以来在墨尔本很受欢q?nbsp;

Goldelucks 甜甜圈由 Phillip Kuoch 创立Q很快就成ؓ(f)了城中最受欢q的味吃?nbsp;

Goldelucks 拥有过 350,000 名满意的֮和杂志的热烈评论Q被誉ؓ(f)该地购甜甜圈的顶U服务?/p>

挑战

管他们通过自然搜烦(ch)和付Ҏ(gu)索渠道获得了大量产品面量Q但很大一部分潜在客户q没有购买就d了?nbsp;

Goldelucks 认识到尚未开发的潜力q寻求提高投资回报率Q因此正在寻找解x案,更多品页面访问者{化ؓ(f)付费客户?/p>

然而,他们军_不用折扣等传统Ҏ(gu)Q因?x)降低他们的利润?/p>

解决Ҏ(gu)

在优化品页面性能和提高{化率的过E中QGoldelucks 实施了三U创新策略?nbsp;

1. 产品面优化 

最初,他们的品页面只展示了品名U和一些精的高质量图片,q些囄位于首屏上方。品描q隐藏在首屏下方?nbsp;

q种布局意味着剙没有H出昄的倹{?nbsp; 

q就?OptiMonk 产品面优化器的用武之地。借助此工PGoldelucks 可以自动向每个品页面添加简短的、以利益为导向的描述Q以改进首屏内容?/p>

Goldelucks 使用 OptiMonk 优化了其产品面

在首屏上方突出显C关键h(hun)g张立卛_起了访客的共鸣,q种优化{略?strong>订单量增加了 31.56% ?/p>

2.动态内容优?/h3>

Goldelucks 的下一个策略是利用 OptiMonk 的动态内容功能在产品面上实C个突出显C的元素。该元素的目标是向访问者传N外的信息?nbsp;

他们试了两个不同的版本?nbsp;

在第一个品中Q他们突Z USPQ?ldquo;令h隑ֿ的礼物:(x)在Q何礼中d五彩U屑爆炸?rdquo; 

Goldelucks动态内? width=

在第二个面上,他们H出昄了配送时_(d)(x)“澛_利亚东部标准旉Q周一臛_五)下午 2 点前下单Q澳大利亚东部标准时_(d)周六Q上?8 点前下单Q即可当天发货。点?yn)L处查看所有当天发货的产品?rdquo; 

Goldelucks案例研究

通过 A/B 试Q他们发现第一个版本(H出 USPQ收入增加?66.2%Q?/strong>证明了战略信息传递的有效性?/p>

3. 推荐弹出H口 

他们的最l目标是让那些不C西就准备d的游客生购买欲?nbsp;

Z解决q个问题Q他们创Z一?a target="_blank" rel="noopener">推荐弹出H口Q?/a>在品页面访问者退出时触发?nbsp;

推荐弹出H口触发
Goldelucks 推荐弹出H口

但是Q浏?ldquo;金蝴蝶爆炸盒”产品面的访客看到的是这个:(x) 

Goldelucks 推荐弹出H口

l果如何Q?strong>订单量增加了 12.27% Q凸显了个性化推荐对{化率的媄(jing)响?/p>

l果

Goldelucks 的创新技术取得了一些o(h)人印象深ȝ成果Q?/p>

  1. 产品面优化?strong>订单量增加了31.56% ?/strong>
  2. ׃实施了突?USP 的动态内容,订单收入增加?66.2% ?/strong>
  3. 推荐弹出H口产生的订单增加了 12.27% Q证明了个性化推荐在推动{化方面的有效性?/li>
Goldelucks 产品面优化前后Ҏ(gu)

MQGoldelucks 的方法采用了新的创新优化Ҏ(gu)Q不仅显著提高了他们的{化率Q而且巩固了他们在墨尔本竞争激烈的甜点市场中的领先C?nbsp;

通过跛_固有思维模式q?a target="_blank" rel="noopener">OptiMonk {{化率优化工具QGoldelucks 证明了智能策略可以促q销售ƈ提高转化率?nbsp;

]]>
Fri, 04 Jul 2025 02:07:48 +0000 杰睿 http://www.soiayq.cn/blog/post-13527.html
10 ?A/B 试CZ和案例研IӞ为?zhn)的下一ơ测试提供启?/title> <link>http://www.soiayq.cn/blog/post-13528.html</link> <description><![CDATA[<p>惌一下,你走q你最喜欢的冰淇淋店,惛_一U冰凉、香的冰淇淋新口味Q然后你面(f)着一个终极抉择:(x)是芒果狂热还是甜麦片牛奶Q没错,q可是货真h(hun)实的口味Q。你?x)怎么做?</p> <p>当然Q你得先尝味道再做军_Q因?x)凭猜测C整品脱啤酒呢Q这是数字营销领域<a target="_blank" rel="noopener">A/B 试的精?mdash;—只不q口x的是你的</a><a target="_blank" rel="noopener">落地?/a>?a target="_blank" rel="noopener">?sh)子邮g</a>?a target="_blank" rel="noopener">q告</a>Q而关键在于你能否达成营销目标?/p> <p>在本文中Q我们将深入探讨 10 个真实的 A/B 试案例Q它们就像在口袋里找C张被遗忘?20 元钞票一样o(h)人兴奋。这些案例将Ȁ׃像营销大师一栯行测试、改q和优化?/p> <section id="table_of_contents_block_53bc36b64b984ca5df50b95f63fad043" class="table-of-contents justify-content-center mb-1 pt-md-1 "> <div id="47yptkvpzsw" class="container pt-2 px-3 px-md-0 position-relative"> <div id="47yptkvpzsw" class="row position-relative"> <div id="47yptkvpzsw" class="post-content pt-1 text-left container single-2023-right-content"> <h3 id="going" class="wp-block-heading">1. GoingQ三个词的变化如何带来三位数的{化率提升</h3> <p>在熙熙攘攘的在线旅游优惠市场中,说服潜在客户深入了解(zhn)的产品/服务Q有时就像在拥挤的行李传送带上寻找行李箱一样困难。Going<a target="_blank" rel="noreferrer noopener">?/a>一家致力于提供无与伦比的旅怼惠的公司Q它面(f)着访客{化ؓ(f)高套餐订阅者的挑战。尽优惠活动极具吸引力Q但他们的{化率却未能达到预期目标?/p> </div> <div id="47yptkvpzsw" class="col-md-5 post-toc pt-md-1 pl-xl-3 mt-md-2 text-left position-absolute"> <div id="47yptkvpzsw" class="mb-4 pb-4 pb-md-3 border-bottom post-toc-items ml-auto"> </div> <div id="47yptkvpzsw" class="show-bottom-in-mobile mb-3 mb-md-0 ml-auto"> <div id="47yptkvpzsw" class="post-author-info pt-1"> <div id="47yptkvpzsw" class="pr-0 pt-2"> </div> </div> </div> </div> </div> </div> </section> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Going 面(f)的主要挑战在于其订阅计划的呈现方式。标准做法是鼓励访客注册一个免费但功能有限的计划,q希望他们以后能够升U。这U方法未能有效展?Going 付费产品的全部h(hun)|D转化率低下?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z解决q个问题QGoing 利用 Unbounce ?A/B 试工具来调整他们的行动号召 (CTA)。他们在主页上测试了两种不同的版本:(x)“免费注册”?ldquo;免费试用”?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q个单的三个字的变化旨在通过提供免费试用期来更好地突出全功能高计划的优势,使h(hun)g张对潜在客户更清晰、更直接?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>查看以下两种变体Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133196 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_688,h_383/https://unbounce.com/photos/Going-variant-A.png" sizes="(max-width: 688px) 100vw, 688px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_688/https://unbounce.com/photos/Going-variant-A.png 688w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Going-variant-A-150x84.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Going-variant-A-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Going-variant-A-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Going-variant-A-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Going-variant-A-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Going-variant-A-160x89.png 160w" alt="q行 CTA A/B 试CZ变体 A 的屏q截? width="688" height="383" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_688,h_383/https://unbounce.com/photos/Going-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_688/https://unbounce.com/photos/Going-variant-A.png 688w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Going-variant-A-150x84.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Going-variant-A-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Going-variant-A-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Going-variant-A-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Going-variant-A-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Going-variant-A-160x89.png 160w" data-sizes="(max-width: 688px) 100vw, 688px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体A</strong></em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133197 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_684,h_381/https://unbounce.com/photos/Going-variant-B.png" sizes="(max-width: 684px) 100vw, 684px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_684/https://unbounce.com/photos/Going-variant-B.png 684w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Going-variant-B-150x84.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Going-variant-B-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Going-variant-B-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Going-variant-B-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Going-variant-B-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Going-variant-B-160x89.png 160w" alt="q行 CTA A/B 试CZ变体 B 的屏q截? width="684" height="381" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_684,h_381/https://unbounce.com/photos/Going-variant-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_684/https://unbounce.com/photos/Going-variant-B.png 684w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Going-variant-B-150x84.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Going-variant-B-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Going-variant-B-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Going-variant-B-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Going-variant-B-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Going-variant-B-160x89.png 160w" data-sizes="(max-width: 684px) 100vw, 684px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>Ҏ(gu) B</strong>最l获胜,从奖杯和五彩U屑可以看?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果Q?/h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>效果令h瞩目。全新的“免费试用”CTA按钮?strong>试用启动量环比增长了104%</strong>。这一显著提升不仅提升了付Ҏ(gu)道的转化率,q首ơ超了自然量?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>此次 A/B 试的成功ؓ(f) Going 提供了宝늚见解Q促使他们进一步优化营销{略Qƈ利用 Unbounce 的功能不断改q和提高客户获取工作?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">点击此处阅读完整?Going 案例研究?/a></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="campaign-monitor" class="wp-block-heading">2. Campaign MonitorQ动态文本增强如何带?31.4% 的{化率提升</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>在数字营销斚wQ将营销zd的每一个元素与用户的意囄l合Q可以极大地<a target="_blank" rel="noopener">提高转化?/a>。这正是挪威数字营销机构<a target="_blank" rel="noreferrer noopener">ConversionLab与其客户</a><a target="_blank" rel="noreferrer noopener">Campaign Monitor合作旉临的挑战和机遇。他们的实验揭示了在</a><a target="_blank" rel="noopener">PPC</a>Q按点击付费Q营销zd中,_调整信息匚wQ尤其是通过 A/B 试Q的影响?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>ConversionLab 注意刎ͼ管 PPC zd设计得很好,?Campaign Monitor 的目标网与潜在客户的相x仍有提升空间?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>他们的假讑֛l着一个关键细节:(x)用户搜烦(ch)查询中用的动词。他们认为,着陆页上的动词与搜索中使用的动词对齐,可以提高面的感知相x,q而提高{化率?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)Q?/h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z验证他们的假设,ConversionLab 使用?Unbounce 的动态文本替?(DTR) 功能。这使得他们能够动态地更改着陆页上的文本Q以反映用户搜烦(ch)查询中用的切动词?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>例如Q如果用h?ldquo;设计品牌?sh)子邮g”Q着陆页自动调整其标题?CTAQ以包含动词“设计”Q而不?ldquo;构徏”?ldquo;创徏”{替代词?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>然后他们使用 A/B 试这个假讑֏布出dƈ量l果Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-70890 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1240,h_530/https://unbounce.com/photos/forpost.png" sizes="(max-width: 1240px) 100vw, 1240px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1240/https://unbounce.com/photos/forpost.png 1240w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/forpost-80x34.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/forpost-150x64.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_768/https://unbounce.com/photos/forpost-768x328.png 768w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_560/https://unbounce.com/photos/forpost-560x239.png 560w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1000/https://unbounce.com/photos/forpost-1000x427.png 1000w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/forpost-650x278.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/forpost-300x128.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/forpost-160x68.png 160w" alt="屏幕截图昄?A/B 试CZ和结果,其中变体 B 使{化率提高?31%" width="1240" height="530" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1240,h_530/https://unbounce.com/photos/forpost.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1240/https://unbounce.com/photos/forpost.png 1240w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/forpost-80x34.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/forpost-150x64.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_768/https://unbounce.com/photos/forpost-768x328.png 768w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_560/https://unbounce.com/photos/forpost-560x239.png 560w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1000/https://unbounce.com/photos/forpost-1000x427.png 1000w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/forpost-650x278.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/forpost-300x128.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/forpost-160x68.png 160w" data-sizes="(max-width: 1240px) 100vw, 1240px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 B</strong>使用 DTR 引导潜在客户注册Qƈ帮助试用{化率提高 31.4%</em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>A/B 试持箋?77 天,在此期间落地늯计访问量?1,274 ơ。采?DTR 的版?strong>转化率大q提升了 31.4%</strong>Q这意味着他们注册?Campaign Monitor 软g的试用版Q希望营销团队也能因此获得应得的称赞)?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">点击此处阅读完整?Campaign Monitor 案例研究?/a></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="first-midwest-bank" class="wp-block-heading">3. W一中西部银行:(x)利用 A/B 试探烦(ch)新方?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>在银行业{保守的行业Qh们通常期望l织坚持传统Ҏ(gu)。第一中西部银行挑战现Ӟ探烦(ch)创新Ҏ(gu)Q与客户建立信QQƈ在竞争中脱颖而出?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>本案例研I探讨了他们在着陆页上进?A/B 试的创新方法,q不仅打破了行业规范Q而且显著提高了{化率?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>银行业通常受制于严格的品牌准则和传l的审美Q几乎没有Q何创新空间。这U环境得测试和采用可能提升转化率的新方法变得异常困难?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>此外Q需要从客户那里攉更多个h信息也增加了另一层摩擦,使得信Q成ؓ(f)M成功转化{略的关键部分?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>W一中西部银?(First Midwest Bank) 在其落地上发挥了创意,力求脱颖而出Q赢得潜在客L(fng)信QQ突破了行业惯例的界限。他们首先?Unbounce ?A/B 试功能来验证一个众所周知的最?jng)_践:(x)在落地页上用h物照片?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>不出所料,人物照片实提升了{化率Q但银行q未止步于此。他们进一步深入研IӞ定制囑փ以反映不同州的h口统计学差异。例如,一个以微笑男士Z题的落地在伊利Z州将转化率提升了47%Q但在印W安U_Q效果不佻ID转化率下降了42%?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q一z察促他们针对每个州的受众Q对26个不同的落地进行了A/B试。此外,他们q质疑了关键元素置于首屏之上的“最?jng)_?rdquo;。他们挑战了q一理念Q将表单|于首屏之下Q?strong>l果转化率意外提升了52%</strong>。(传统观念认ؓ(f)用户不愿滚动面Q这说法太夸张了Q不是吗Q)</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-44365 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650,h_323/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable-.png" sizes="(max-width: 650px) 100vw, 650px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable-.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--80x40.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--150x75.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_503/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--503x250.png 503w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_386/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--386x192.png 386w" alt="中西部银行冠军登陆页?A/B 试CZ变体 A" width="650" height="323" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650,h_323/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable-.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable-.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--80x40.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--150x75.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_503/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--503x250.png 503w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_386/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--386x192.png 386w" data-sizes="(max-width: 650px) 100vw, 650px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>Ҏ(gu) A</strong>Q将表单保持在首屏上?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-44366 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650,h_408/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page-.png" sizes="(max-width: 650px) 100vw, 650px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page-.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--80x50.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--150x94.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_398/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--398x250.png 398w" alt="中西部银行冠军登陆页?A/B 试案例研究变体 B" width="650" height="408" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650,h_408/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page-.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page-.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--80x50.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--150x94.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_398/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--398x250.png 398w" data-sizes="(max-width: 650px) 100vw, 650px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 B</strong>Q将表单U至折叠下方Q其效果比变?A 高出 52%</em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>W一中西部银行大胆的 A/B 试{略取得了o(h)人印象深ȝ成果Q包?strong>整体转化率提升了 195%</strong>Q哇Q)。通过Ҏ(gu)当地偏好定制囑փQƈ重新思考表单等转化元素的布局Q他们不仅提升了参与度,q展C在传l僵化的行业中发挥创意灵zL的潜力?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">L(fng)?yn)L处阅ȝ一中西部银行的完整案例研究?/a></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="electronic-arts" class="wp-block-heading">4. ?sh)子艺界和《模拟城?》:(x)使用A/B试挑战假设</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>?a target="_blank" rel="noreferrer noopener">艺电(sh)公司</a>(EA) 推出《模拟城?5》时Q他们ƈ非只是在玩营销{略Q而是在ؓ(f)胜利而战。EA 以其大片发行而闻名,他们已经做好了一切准备,希望《模拟城?5》能引v轰动。但他们qQ即使在游戏世界中,l微的调整也能带来史诗般的胜利或p|?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>在当今游戏时代,玩家可以l过传统零售渠道Q直接下载游戏,q无疑是一U双赢,因ؓ(f)它既降低了EA的成本,又提升了玩家的便利性。然而,EA面(f)着一个关键挑战:(x)如何在游戏发行后最大限度地提升q些数字下蝲量?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>标准做法Q就是在预购时提供一些奖励,比如以后购买时打折。但q真的能赢得玩家的心吗?q是_(d)q只是一条用不完的额外生命?</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z扑ֈ{案QEA 在其销售页面上q行了一ơ简单的 A/B 试Q以验证他们的假设。对照版本承诺,为预购《模拟城?5》的玩家提供l典?20% 折扣Q希望借此Z(x)提升销量。而对照版本则取消了折扣,直接提供游戏购买优惠Q没有Q何附加条件?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133203 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591,h_494/https://unbounce.com/photos/SimCity-variant-A.png" sizes="(max-width: 591px) 100vw, 591px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591/https://unbounce.com/photos/SimCity-variant-A.png 591w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/SimCity-variant-A-150x125.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_299/https://unbounce.com/photos/SimCity-variant-A-299x250.png 299w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/SimCity-variant-A-80x67.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/SimCity-variant-A-300x251.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/SimCity-variant-A-160x134.png 160w" alt="SimCity A/B 试CZ变体 A 的屏q截? width="591" height="494" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591,h_494/https://unbounce.com/photos/SimCity-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591/https://unbounce.com/photos/SimCity-variant-A.png 591w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/SimCity-variant-A-150x125.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_299/https://unbounce.com/photos/SimCity-variant-A-299x250.png 299w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/SimCity-variant-A-80x67.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/SimCity-variant-A-300x251.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/SimCity-variant-A-160x134.png 160w" data-sizes="(max-width: 591px) 100vw, 591px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em>带有折扣优惠?strong>Ҏ(gu) A</strong></em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133204 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591,h_491/https://unbounce.com/photos/SimCity-variant-B.png" sizes="(max-width: 591px) 100vw, 591px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591/https://unbounce.com/photos/SimCity-variant-B.png 591w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/SimCity-variant-B-150x125.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_301/https://unbounce.com/photos/SimCity-variant-B-301x250.png 301w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/SimCity-variant-B-80x66.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/SimCity-variant-B-300x249.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/SimCity-variant-B-160x133.png 160w" alt="SimCity A/B 试CZ变体 B 的屏q截? width="591" height="491" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591,h_491/https://unbounce.com/photos/SimCity-variant-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591/https://unbounce.com/photos/SimCity-variant-B.png 591w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/SimCity-variant-B-150x125.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_301/https://unbounce.com/photos/SimCity-variant-B-301x250.png 301w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/SimCity-variant-B-80x66.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/SimCity-variant-B-300x249.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/SimCity-variant-B-160x133.png 160w" data-sizes="(max-width: 591px) 100vw, 591px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em>Ҏ(gu) BQ无折扣优惠</em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>l果比日式角色扮演游戏的剧情反{更o(h)人震惊。取消折扣不仅奏效,而且效果惊hQ?strong>与对照组相比Q销量增长了40%以上?nbsp;</strong></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>事实证明Q《模拟城市》的_丝们ƈ非ؓ(f)了省?mdash;—他们只想玩最新的《模拟城市》,可能对购买其他游戏不感兴。这ƾ游戏一半的销量都是通过q种方式实现数字化的Q这证明了当你了解你的玩家时Q你不仅仅是在销售,q能培养_丝?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="performable" class="wp-block-heading">5. 可执行:(x)单的颜色交换如何l制{换杰?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>如果(zhn)曾l陷入过关于哪种按钮颜色最能提升{化率的激烈争论,那么(zhn)ƈ不孤单。营销自动化公?Performable 的团队也面(f)cM的困境,他们质疑<a target="_blank" rel="noopener">CTA 按钮</a>的色调是否真的能够媄(jing)响用户在主页上的操作。剧透预警:(x)它能够,而且实如此?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>数字营销领域充斥着关于“理想”按钮颜色的各U观?mdash;—l色、红艌Ӏ粉色等{。每U颜色都有各自的拥护者,q声U它们是提升转化率的U诀。Performable 军_对这些颜色理行测试,q特别关注其中两U重量的色彩:(x)l色和红艌Ӏ?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>他们对两个完全相同的主页版本q行?A/B 试Q但有一个显著的区别——CTA 按钮的颜艌Ӏ其中一个按钮采用绿Ԍ与网站整体色调无~融合,q与通用?ldquo;开?rdquo;信号灯相呼应。另一个按钮则采用了醒目的U色Q旨在吸引注意力Q但传统上也表示“停止”?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133202 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_532,h_282/https://unbounce.com/photos/Performable-red-and-green-buttons.png" sizes="(max-width: 532px) 100vw, 532px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_532/https://unbounce.com/photos/Performable-red-and-green-buttons.png 532w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Performable-red-and-green-buttons-150x80.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_472/https://unbounce.com/photos/Performable-red-and-green-buttons-472x250.png 472w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Performable-red-and-green-buttons-80x42.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Performable-red-and-green-buttons-300x159.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Performable-red-and-green-buttons-160x85.png 160w" alt="两种不同 CTA 按钮颜色的可执行 A/B 试的屏q截? width="532" height="282" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_532,h_282/https://unbounce.com/photos/Performable-red-and-green-buttons.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_532/https://unbounce.com/photos/Performable-red-and-green-buttons.png 532w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Performable-red-and-green-buttons-150x80.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_472/https://unbounce.com/photos/Performable-red-and-green-buttons-472x250.png 472w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Performable-red-and-green-buttons-80x42.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Performable-red-and-green-buttons-300x159.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Performable-red-and-green-buttons-160x85.png 160w" data-sizes="(max-width: 532px) 100vw, 532px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em>游客是愿?ldquo;?rdquo;q是“?rdquo;Q?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>l果改变了游戏规则。红色按钮的<strong>点击?/strong>比绿色按钮高?21%。这不仅仅是一个小的胜利Q更是对H出元素在提升用户参与度斚w力量的有力证明。尽红色按钮通常被用作停止信P但它却突破了q扰Q获得了更多点击Q最l{化ؓ(f)所有下游指标的显著提升?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q项试生动地提醒我们,营销中的假设仅仅是假设而已。它们需要被挑战和检验。红色按?vs. l色按钮实验证明Q有时候,像改变颜色这L(fng)单的逆势而行Q就能生意想不到的强大效果?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="techinsurance" class="wp-block-heading">6. TechInsuranceQ落地页试如何提升PPC转化?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>有时Q提升{化率的途径q在于吸引更多量Q而是在于优化现有量。TechInsurance面(f)着一个共同的挑战Q最大限度地提升?PPC 营销zd的有效?a contenteditable="false" target="_blank" rel="noreferrer noopener">?</a></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>最初,所?PPC 量都被导向 TechInsurance 的通用主页。这U方法虽然简单,但缺乏针对特定受众群体的吸引力。当时的假设很简单,却很有说服力Q一个根?PPC 受众的细微差别量w定制的专属落地,能否胜过千篇一律的主页Q?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>TechInsurance 军_通过专门设计一个落地页来验证他们的假设Q该落地专门针对他们的 PPC q告pd量。该落地늻q了微调Q以满来自q告访客的期望和需求,重点是传递更相关、更具吸引力的信息。然后,他们其与首进行了 A/B 试?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133232 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_671,h_582/https://unbounce.com/photos/TechInsurance-variants-A-and-B.png" sizes="(max-width: 671px) 100vw, 671px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_671/https://unbounce.com/photos/TechInsurance-variants-A-and-B.png 671w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/TechInsurance-variants-A-and-B-150x130.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_288/https://unbounce.com/photos/TechInsurance-variants-A-and-B-288x250.png 288w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/TechInsurance-variants-A-and-B-80x69.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/TechInsurance-variants-A-and-B-650x564.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/TechInsurance-variants-A-and-B-300x260.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/TechInsurance-variants-A-and-B-160x139.png 160w" alt="TechInsurance A/B 试CZ变体 A ?B 的ƈ排屏q截? width="671" height="582" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_671,h_582/https://unbounce.com/photos/TechInsurance-variants-A-and-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_671/https://unbounce.com/photos/TechInsurance-variants-A-and-B.png 671w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/TechInsurance-variants-A-and-B-150x130.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_288/https://unbounce.com/photos/TechInsurance-variants-A-and-B-288x250.png 288w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/TechInsurance-variants-A-and-B-80x69.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/TechInsurance-variants-A-and-B-650x564.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/TechInsurance-variants-A-and-B-300x260.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/TechInsurance-variants-A-and-B-160x139.png 160w" data-sizes="(max-width: 671px) 100vw, 671px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 A</strong>Q主)?strong>变体 B</strong>Q专用登陆页?/em>Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><strong>l果意义非凡。专用落地页的{化率</strong>比网站首高出惊人的73% 。这一巨大提升不仅彰显了专业内容的价|也凸显了落地页体验与目标受众的具体意图和兴相l合的重要性?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>当潜在客戯问到能够直接满光求和期望的页面时Q他们更有可能完成{化,从而立即?ldquo;q正是我惌?rdquo;的感觉。如果?zhn)希望提升q告pd的效果,不妨考虑试一个专门的落地,该页面能够与目标受众的h口统计数据和需求生深d鸣?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="grene" class="wp-block-heading">7. GreneQ迷你购物R攚w如何让销量翻?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">Grene</a>是L兰农业电(sh)商领域的巨头Q他们改造迷你购物R的目的不仅仅是让产品更上一层楼Q更是ؓ(f)了大q提升销量。他们成功了Q而且效果显著?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Grene |站上的q你购物车就像每个h安的抽屉一?mdash;—里面装满了有的东西Q但有点乱。购物者经常被“免运?rdquo;的标{误认ؓ(f)是可点击的按钮,眯着眼看商品LQ甚x动太q才扑ֈ“加入购物?rdquo;的按钮。很明显——q你购物车需要彻底改造了?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Grene 在迷你购物R剙设计了一个便L(fng) CTA 按钮Q方便用户快速蟩转至购物车主面。他们在每个商品旁边d了一?ldquo;U除”按钮Q避免用戯点击Qƈ且让每g商品的Mh(hun)一目了然。对了,q有那个“加入购物?rdquo;按钮Q他们把它设计得又大又醒目,一眼就能看刎ͼ减少了用户不心滑过的机?x)?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133198 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_724,h_397/https://unbounce.com/photos/Grene-variant-A.png" sizes="(max-width: 724px) 100vw, 724px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_724/https://unbounce.com/photos/Grene-variant-A.png 724w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Grene-variant-A-150x82.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_456/https://unbounce.com/photos/Grene-variant-A-456x250.png 456w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Grene-variant-A-80x44.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Grene-variant-A-650x356.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Grene-variant-A-300x165.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Grene-variant-A-160x88.png 160w" alt="Grene cart A/B 试CZ变体 A 的屏q截? width="724" height="397" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_724,h_397/https://unbounce.com/photos/Grene-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_724/https://unbounce.com/photos/Grene-variant-A.png 724w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Grene-variant-A-150x82.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_456/https://unbounce.com/photos/Grene-variant-A-456x250.png 456w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Grene-variant-A-80x44.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Grene-variant-A-650x356.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Grene-variant-A-300x165.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Grene-variant-A-160x88.png 160w" data-sizes="(max-width: 724px) 100vw, 724px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 A</strong>Q原始版?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133199 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_726,h_404/https://unbounce.com/photos/Grene-variant-B.png" sizes="(max-width: 726px) 100vw, 726px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_726/https://unbounce.com/photos/Grene-variant-B.png 726w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Grene-variant-B-150x83.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Grene-variant-B-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Grene-variant-B-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Grene-variant-B-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Grene-variant-B-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Grene-variant-B-160x89.png 160w" alt="Grene cart A/B 试CZ变体 B 的屏q截? width="726" height="404" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_726,h_404/https://unbounce.com/photos/Grene-variant-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_726/https://unbounce.com/photos/Grene-variant-B.png 726w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Grene-variant-B-150x83.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Grene-variant-B-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Grene-variant-B-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Grene-variant-B-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Grene-variant-B-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Grene-variant-B-160x89.png 160w" data-sizes="(max-width: 726px) 100vw, 726px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>版本 B</strong>Q更新版?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>攚w后Q不仅更多h点击购物车页面,Grene 的电(sh)商{化率也从 1.83% 跃升?1.96%。更的是?<strong>总购买量M一番?/strong>没错Q虚拟货架上的商品销量翻了一番?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Grene 的迷你购物R攚w完地提醒我们Q有时候,l节才是最重要的。只需调整用户旅程中的几个元素Q就能显著简化购物流E,q带来相当可观的收益?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="vancouver-2010-olympic-store" class="wp-block-heading">8. 温哥?010奥运商店Q一(l̎Q掌控一?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>说到在线购物体验Q结账环节往往是决定胜负的关键?010q温哥华奥运?x)官方商店对q一关键环节q行了仔l研IӞ试图探烦(ch)一U更z、更畅的方案,能否帮助卖家避免攑ּ购物车,从而提升销量?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q个问题单却又关键:(x)l̎程应该跨越多个面Q还是可以精C,避免l顾客造成压力Q传l观点认为,点击ơ数少Q顾客蟩出率p低,但这对奥q纪念品来说也适用吗?</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q家商店试了一个大胆的假设Q通过多步骤l̎程压羃成一个简z的单页程Q更多顾客会(x)留下来完成订单。通过 A/B 试Q他们将 50% 的流量重定向到新的单늻账流E,以测试这一理论与传l多步骤l̎Ҏ(gu)的对比效果?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133207 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_614,h_576/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A.png" sizes="(max-width: 614px) 100vw, 614px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_614/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A.png 614w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-150x141.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_266/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-266x250.png 266w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-80x75.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_272/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-272x254.png 272w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-300x281.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-160x150.png 160w" alt="温哥华奥林匹克商?A/B 试案例研究变体 A 的屏q截? width="614" height="576" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_614,h_576/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_614/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A.png 614w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-150x141.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_266/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-266x250.png 266w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-80x75.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_272/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-272x254.png 272w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-300x281.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-160x150.png 160w" data-sizes="(max-width: 614px) 100vw, 614px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>Ҏ(gu) A</strong>Q原始的多步骤流E?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133208 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_528,h_1024/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B.jpeg" sizes="(max-width: 528px) 100vw, 528px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_528/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B.jpeg 528w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_77/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-77x150.jpeg 77w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_129/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-129x250.jpeg 129w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_41/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-41x80.jpeg 41w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-300x582.jpeg 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_83/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-83x160.jpeg 83w" alt="温哥华奥林匹克商?A/B 试案例研究变体 B 的屏q截? width="528" height="1024" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_528,h_1024/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B.jpeg" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_528/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B.jpeg 528w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_77/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-77x150.jpeg 77w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_129/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-129x250.jpeg 129w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_41/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-41x80.jpeg 41w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-300x582.jpeg 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_83/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-83x160.jpeg 83w" data-sizes="(max-width: 528px) 100vw, 528px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>Ҏ(gu) B</strong>Q单|E?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>在积累了过 600 W交易后Q结果清C令h信服。单늻账不仅带来了显著的提升,相比多步骤结?strong>Q其完成率更是大q提升了 21.8%</strong>。{化率的显著提升,充分体现了顾客对l̎程z快L(fng)强烈偏好?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>温哥?010q奥q会(x)商店的A/B试有力地提醒我们,“最?rdquo;l̎程可能?x)因受众和品细分市场的不同而有很大差异。对某些人有效的Ҏ(gu)可能对其他h无效?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>想知道是什么让(zhn)的客户满意吗?不妨q行试Qƈ让他们的行ؓ(f)指导(zhn)的优化?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="hubspot" class="wp-block-heading">9. HubSpotQ尝试不同的?sh)子邮g格式</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q是一?A/B 试<a target="_blank" rel="noopener">?sh)子邮g营销</a>CZQ它表明即是文本对齐等最单的元素也会(x)影响用户参与度。HubSpot 始终致力于寻扑֢强用户互动的Ҏ(gu)Q因此决定通过针对其电(sh)子邮件营销zdq行 A/B 试来解册个问题?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>目标很明:(x)提高每周订阅邮g的点ȝ。HubSpot 怀疑邮件文本的寚w方式可能?x)?jing)响用户与 CTA 的互动。他们假设,调整文本寚w方式可以带来更友好的用户体验Qƈ有望提高用户参与度?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z验证q一理论QHubSpot 讄?A/B 试Q比较了两种格式Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>变体 A</strong>Q控ӞQ文本居中的?sh)子邮gQ这是他们一直用的标准格式?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>变体 B</strong>Q带有左寚w文本的电(sh)子邮Ӟq种改变旨在提高可读性ƈ吸引更多人关?CTA?/div> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133200 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_674,h_558/https://unbounce.com/photos/Hubspot-email-variant-A.png" sizes="(max-width: 674px) 100vw, 674px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_674/https://unbounce.com/photos/Hubspot-email-variant-A.png 674w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Hubspot-email-variant-A-150x124.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_302/https://unbounce.com/photos/Hubspot-email-variant-A-302x250.png 302w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Hubspot-email-variant-A-80x66.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Hubspot-email-variant-A-650x538.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Hubspot-email-variant-A-300x248.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Hubspot-email-variant-A-160x132.png 160w" alt="Hubspot ?sh)子邮g A/B 试CZ变体 A 的屏q截? width="674" height="558" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_674,h_558/https://unbounce.com/photos/Hubspot-email-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_674/https://unbounce.com/photos/Hubspot-email-variant-A.png 674w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Hubspot-email-variant-A-150x124.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_302/https://unbounce.com/photos/Hubspot-email-variant-A-302x250.png 302w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Hubspot-email-variant-A-80x66.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Hubspot-email-variant-A-650x538.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Hubspot-email-variant-A-300x248.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Hubspot-email-variant-A-160x132.png 160w" data-sizes="(max-width: 674px) 100vw, 674px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 A</strong>Q居中对齐文?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133201 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_694,h_562/https://unbounce.com/photos/Hubspot-email-variant-B.png" sizes="(max-width: 694px) 100vw, 694px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_694/https://unbounce.com/photos/Hubspot-email-variant-B.png 694w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Hubspot-email-variant-B-150x121.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_309/https://unbounce.com/photos/Hubspot-email-variant-B-309x250.png 309w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Hubspot-email-variant-B-80x65.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Hubspot-email-variant-B-650x526.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Hubspot-email-variant-B-300x243.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Hubspot-email-variant-B-160x130.png 160w" alt="Hubspot ?sh)子邮g A/B 试CZ变体 B 的屏q截? width="694" height="562" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_694,h_562/https://unbounce.com/photos/Hubspot-email-variant-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_694/https://unbounce.com/photos/Hubspot-email-variant-B.png 694w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Hubspot-email-variant-B-150x121.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_309/https://unbounce.com/photos/Hubspot-email-variant-B-309x250.png 309w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Hubspot-email-variant-B-80x65.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Hubspot-email-variant-B-650x526.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Hubspot-email-variant-B-300x243.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Hubspot-email-variant-B-160x130.png 160w" data-sizes="(max-width: 694px) 100vw, 694px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 B</strong>Q左寚w文本</em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>实验得出了一些意想不到的l果。与他们的假讄反,左对齐邮件的效果实际上比居中邮g<em>更差</em>Q整体点击量更少。事实上Q只有不?5%的左寚w邮g变体的表C于对照组?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>HubSpot ?A/B 试?sh)子邮g营销CZQؓ(f)我们提供了宝늚l验Q让我们了解?sh)子邮g营销的细微差别。虽然左寚w文本Q这U格式通常可以提高长文本的可读性)g效果更好Q但受众的偏好差异很大?strong>q强调了持箋试哪怕是最细节的重要性,而不是对用户偏好做出假设?nbsp;</strong></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="vestiaire-collective" class="wp-block-heading">10. Vestiaire CollectiveQTikTok 上的潮流引领?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">在快节奏的时和C交媒体</a>世界中,保持领先C不仅仅是一个目标,更是必需。二手奢侈时^?a target="_blank" rel="noreferrer noopener">Vestiaire Collective</a>面(f)着?TikTok 上推q其全新直购功能的同Ӟ如何抓住难以捉摸?Z 世代体的挑战。他们的Ҏ(gu)是什么?巧妙地将|红的创造力与数据驱动的决策相结合?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Vestiaire 的目标是扩大其在 TikTok 上的品牌影响力,q吸?Z 世代消费?mdash;—q一体崇尚真实性和新鲜内容。该品牌需要确保与|红的合作不仅富有创意,而且能够有效契合其提升品牌知名度和推动应用安装量的业务目标?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z解决q个问题QVestiaire 的网U营销机构_ֿ{划了一?A/B 试zdQ确保不?x)限制创意合作伙伴的创作风格。他们招募了八位|红Q赋予他们广泛的创作自由Q让他们创作各种 TikTok 帖子Q每帖子都嵌入了与 Vestiaire 目标相符的特定行动号?(CTA)。内定w格多P为活动提供了丰富的创意视角?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133209 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_662,h_439/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot.png" sizes="(max-width: 662px) 100vw, 662px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_662/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot.png 662w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-150x99.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_377/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-377x250.png 377w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-80x53.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-650x431.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-300x199.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-160x106.png 160w" alt="Vestiaire Collective ?TikTok 视频 A/B 试CZ截图" width="662" height="439" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_662,h_439/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_662/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot.png 662w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-150x99.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_377/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-377x250.png 377w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-80x53.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-650x431.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-300x199.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-160x106.png 160w" data-sizes="(max-width: 662px) 100vw, 662px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em>影响者创作自q一个例?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>初始内容创作完成后,A/B 试的真正魔力便昄出来了。该机构分析了这些帖子的效果指标Q以定哪些内容真正引v了受众的共鸣。之后,效果最佳的内容?x)通过定向付费q告q行推广Q从而提升覆盖面和参与度?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>l果直o(h)人惊叏VVestiaire 战略性地q用 A/B 试Q带来了<strong>过 4,000 个新的应用安装,q将单次安装成本降低了一?/strong>Q这昄出其?Instagram ?YouTube 上的效果指标显著提升?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Vestiaire 的成功故事有力地证明了将 A/B 试融入|红营销{略的媄(jing)响力。它表明Q赋予创作自由,q结合系l性的内容l效评估Q能够在参与度和成本效益斚w取得显著成果?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h2 id="how-to" class="wp-block-heading">如何q行 A/B 试 </h2> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>既然(zhn)已l了解了 A/B 试在帮助?zhn)实现营销目标斚w的巨大作用,(zhn)可能已l迫不及(qing)待地惛_自己的落地页q行 A/B 试了。以下是如何开始:(x)</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">创徏一个假?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">从假?/a>入手Q你不仅能弄清楚惌试什么,q能知道如何判断试是否成功。确保你的假讄合以下要求:(x)</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>专注于单一问题Q?/strong>准确指出(zhn)想要解x了解的问题?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>可测试:(x)</strong>在测试结束时(zhn)应该能够证明或反驳它?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>影响驱动Q?/strong>旨在实现一些可以显著改变结果的事情Q例如提高{化率或降低蟩出率?/div> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>使用可靠?ldquo;如果Q那?rdquo;l构来构Z的假设。例如,“如果我们使用更生动的CTA按钮Q那么我们的点击率就?x)提高?rdquo;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">讄变量Q控制和ȝ</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>定(zhn)正在测试的内容Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>控制变量Q?/strong>q是你当前的“冠军”Q也是你的落地늚原始版本。(q可以是 A/B 试中的“A”Q?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>ȝ变量Q?/strong>引入挑战者(“B”Q,q是Ҏ(gu)(zhn)的假设寚w面进行调整的版本?/div> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">军_试什?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>A/B 试的魅力在于它的多功能性。你几乎可以试M可能影响用户行ؓ(f)的因素。一些常见的元素包括Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <div id="47yptkvpzsw" class="container single-2023-right-content text-left">标题或正文的副本</div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left">号召性用?(CTA) 按钮设计或措?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left">囑փ或视频内?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left">面的整体布局和导?/div> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>查看我们?a target="_blank" rel="noopener">A/B 试?sh)子书?/a>获取可在目标|页上测试的 20 个元素的便捷列表?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">l计显著性的量</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>保你的l果q偶然。理解你的研I结果的<a target="_blank" rel="noopener"><em>l计</em></a>显著性至关重要。这个术语的含义是确保你的对照组和实验组之间的性能变化很可能是׃你的调整Q而不是随机因素造成的?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">选择你的目标</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>你的最l目标是什么?增加|站量、降低蟩出率、提高参与度Q你的目标应该与你的假设相符Qƈ且清晰可衡量。这U专注不仅能指导你的实验Q还能帮助你理解l果?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">正确划分受众</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>通常Q最好将量q_且随机地分配l页面的控制版本和处理版本。这P每个版本都有Z(x)在类似的条g下证明自q价倹{?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>是的Q有些情况下你可能不惛_分流量,比如你正在测试一些有风险的项目,只想暴露量量。但ȝ来说Q均分流量是最好的选择?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">分析q取行?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>试l束后,深入研究数据。你的实验方案是否优于对照组Q还是完全不行?数据不仅?x)告诉你谁赢了,q会(x)告诉你赢了多。基于这些洞察,你可以决定是采用新版本、进行更多测试,q是重新开始?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>误住,即?ldquo;p|”的测试也能提供宝늚见解Q哪怕只是告诉你哪些事情<em>不应?/em>做。正如托马斯·p_生所_(d)(x)“我没有失败,我只是发C一万种行不通的Ҏ(gu)?rdquo;Q不q,是否要做一万次 A/B 试Q完全取决于你自?hellip;…Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h2 id="testing-with-unbounce" class="wp-block-heading">使用 Unbounce q行 A/B 试的分步指?/h2> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Unbounce<a target="_blank" rel="noopener">落地|建器不仅?/a><a target="_blank" rel="noopener">创徏落地?/a>的最?jng)_具之一Q它q内|了 A/B 试功能。想要了解这?a target="_blank" rel="noopener">A/B 试工具?/a>完整使用指南Q?zhn)可以?a target="_blank" rel="noopener">“如何q行 A/B 试”面</a>Q或者l阅d速了解一下:(x)</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">1.d Unbounce 构徏?/a>后,选择(zhn)想要测试的面?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>2. q入<strong>“面概览”屏幕q查扑֐?/strong><strong>“面量模式”</strong>的部分?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>3.选择<strong>A/B试模式</strong>?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-110798 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1179,h_581/https://unbounce.com/photos/change-page-traffic-mode.gif" alt="动画 GIF 展示如何D?Unbounce 构徏器的 A/B 试部分" width="1179" height="581" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1179,h_581/https://unbounce.com/photos/change-page-traffic-mode.gif"></figure> </div> <section id="form_block_63bdc18bffad092b6df267c9a7aaaf65" class="form-section pb-2 pt-2 next-full-width-section-of-two-col"> <div id="47yptkvpzsw" class="container position-relative "> <div id="47yptkvpzsw" class="row main-wrapper position-relative"> <div id="47yptkvpzsw" class="col-md-5 pt-md-1 pl-3 p-md-0 pr-md-3 mt-md-2 pl-xl-1 form-area-wrapper have-contents my-auto position-absolute"> <div id="47yptkvpzsw" class=" rounded form-wrapper ml-auto"> <div id="47yptkvpzsw" class="row my-auto ptb-4 form-content"> <div id="47yptkvpzsw" class="col-md-12 text-left pr-md-4 heading-content pl-0 pr-0 "> </div> <div id="47yptkvpzsw" class="col-md-12 text-left mt-1 form-cta pl-0 pr-0"> <div id="47yptkvpzsw" class="p-0"> <div id="47yptkvpzsw" class="embed-form-wrapper embed-form-post-145439 pr-0" data-post-id="145439" data-form-submission-message="Thanks for subscribing!"><form id="insightly-form" class="form-id-30" action="https://chloe.insightly.services/Forms/MTE3NzU4NS0xMzkyNi0yMjE4NTkw" method="post" name="insightly_form" data-form-id="13926" data-handle-form-submission="true" data-listener-added="true"> <div id="47yptkvpzsw" class="d-flex flex-column form-fields-container"> </div> </form></div> </div> </div> </div> </div> </div> <div id="47yptkvpzsw" class="content-area-wrapper p-3 p-md-2 pl-xl-0 container single-2023-right-content"> <div id="47yptkvpzsw" class="row my-auto content-wrapper p-0"> <div id="47yptkvpzsw" class="content-area text-left"> <div id="47yptkvpzsw" class="p-0"> <p>4. 现在是时?a target="_blank" rel="noopener">创徏(zhn)想要测试的变体?/a>。?zhn)可以复制现有面开始,也可以从头创Z个全新的面?/p> <p>5. 准备好变体后Q设|变体权重(x个变体的量分配比例Q。最常见的分配比例是 50/50Q但如果(zhn)需要测试三个变体,也可以?33/33/34 之类的比例?/p> <p> </p> <p>6. 如果M较新的变体(“挑战?rdquo;Q表C于原有的变体Q?ldquo;冠军”Q,则可以轻村ְ挑战者升Uؓ(f)新的冠军。只需选择概览讄右侧?ldquo;…”菜单Q然后选择<strong>“升为冠?rdquo;</strong>卛_?/p> <p> </p> <p>通过q些单的步骤Q?zhn)可以试?zhn)的目标|页Q稳步改q,q更接近(zhn)的转化优化目标?/p> <p> </p> <section id="table_of_contents_block_53bc36b64b984ca5df50b95f63fad043" class="table-of-contents justify-content-center mb-1 pt-md-1 "> <div id="47yptkvpzsw" class="container pt-2 px-3 px-md-0 position-relative"> <div id="47yptkvpzsw" class="row position-relative"> <div id="47yptkvpzsw" class="post-content pt-1 text-left container single-2023-right-content"> <h3 id="going" class="wp-block-heading">1. GoingQ三个词的变化如何带来三位数的{化率提升</h3> <p>在熙熙攘攘的在线旅游优惠市场中,说服潜在客户深入了解(zhn)的产品/服务Q有时就像在拥挤的行李传送带上寻找行李箱一样困难。Going<a target="_blank" rel="noreferrer noopener">?/a>一家致力于提供无与伦比的旅怼惠的公司Q它面(f)着访客{化ؓ(f)高套餐订阅者的挑战。尽优惠活动极具吸引力Q但他们的{化率却未能达到预期目标?/p> </div> <div id="47yptkvpzsw" class="col-md-5 post-toc pt-md-1 pl-xl-3 mt-md-2 text-left position-absolute"> <div id="47yptkvpzsw" class="mb-4 pb-4 pb-md-3 border-bottom post-toc-items ml-auto"> <h3 class="pb-3 mb-1 h6 font-weight-bold source-sans-pro">目录</h3> <ol class="ml-2 pl-1 pb-2"> <li id="47yptkvpzsw" class="py-1 font-size-14 font-weight-normal"><a class="font-size-14" target="_blank" rel="noopener">10 个激发灵感的 A/B 试CZ</a></li> <li id="47yptkvpzsw" class="py-1 font-size-14 font-weight-normal"><a class="font-size-14" target="_blank" rel="noopener">如何q行 A/B 试</a></li> <li id="47yptkvpzsw" class="pt-1 pb-0 font-size-14 font-weight-normal"><a class="font-size-14" target="_blank" rel="noopener">使用 Unbounce q行 A/B 试的分步指?/a></li> </ol> </div> <div id="47yptkvpzsw" class="show-bottom-in-mobile mb-3 mb-md-0 ml-auto"> <div id="47yptkvpzsw" class="post-social-share border-bottom mb-4 pb-2"> <h3 class="pb-2 mb-1 h6 font-weight-bold pt-1 source-sans-pro">分n</h3> <ul class="nav social-nav nav-inline pl-0 pb-3"> <li id="47yptkvpzsw" class="ml-0 mr-1"> </li> <li id="47yptkvpzsw" class="ml-2 mr-1"> </li> <li id="47yptkvpzsw" class="ml-2 mr-1"> </li> </ul> </div> <div id="47yptkvpzsw" class="post-author-info pt-1"> <div id="47yptkvpzsw" class="pl-0 pr-md-1 pb-2"> <div id="47yptkvpzsw" class="post-author-image mr-md-3"><img class=" lazyloaded" src="https://secure.gravatar.com/avatar/22937d2d1baea2f17dfbba38e07b311e63dfa37f1a25cfe17836e74047b55a92?s=96&r=g" alt="作者图? data-src="https://secure.gravatar.com/avatar/22937d2d1baea2f17dfbba38e07b311e63dfa37f1a25cfe17836e74047b55a92?s=96&r=g"></div> </div> <div id="47yptkvpzsw" class="pr-0 pt-2"> <h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">保罗·帕克</h4> <p class="pt-1 mb-0 mt-1 font-size-14">Paul ?Unbounce 内容团队的一名写手,他热p故事Qƈ且ؓ(f)此付Z毕生的精力。(故事像氧气Q但情节更精彩!Q问他最q在忙些什么,他能回答的问题五花八门,从折URQ你懂的Q就是折U)到追赶最新的L(fng)U技Q甚臌能找到其他方式来Ȁ发他内心的极客精?/p> <p class="font-size-14"><a target="_blank" rel="noopener">» Paul Park</a>的更多博客文?/p> </div> </div> </div> </div> </div> </div> </section> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>因此QGoing 转向 UnbounceQ嘿Q这是我们Q)q用我们的 A/B 试解决Ҏ(gu)来寻找更好的前进道\?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Going 面(f)的主要挑战在于其订阅计划的呈现方式。标准做法是鼓励访客注册一个免费但功能有限的计划,q希望他们以后能够升U。这U方法未能有效展?Going 付费产品的全部h(hun)|D转化率低下?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z解决q个问题QGoing 利用 Unbounce ?A/B 试工具来调整他们的行动号召 (CTA)。他们在主页上测试了两种不同的版本:(x)“免费注册”?ldquo;免费试用”?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q个单的三个字的变化旨在通过提供免费试用期来更好地突出全功能高计划的优势,使h(hun)g张对潜在客户更清晰、更直接?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>查看以下两种变体Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133196 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_688,h_383/https://unbounce.com/photos/Going-variant-A.png" sizes="(max-width: 688px) 100vw, 688px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_688/https://unbounce.com/photos/Going-variant-A.png 688w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Going-variant-A-150x84.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Going-variant-A-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Going-variant-A-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Going-variant-A-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Going-variant-A-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Going-variant-A-160x89.png 160w" alt="q行 CTA A/B 试CZ变体 A 的屏q截? width="688" height="383" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_688,h_383/https://unbounce.com/photos/Going-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_688/https://unbounce.com/photos/Going-variant-A.png 688w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Going-variant-A-150x84.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Going-variant-A-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Going-variant-A-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Going-variant-A-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Going-variant-A-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Going-variant-A-160x89.png 160w" data-sizes="(max-width: 688px) 100vw, 688px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体A</strong></em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133197 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_684,h_381/https://unbounce.com/photos/Going-variant-B.png" sizes="(max-width: 684px) 100vw, 684px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_684/https://unbounce.com/photos/Going-variant-B.png 684w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Going-variant-B-150x84.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Going-variant-B-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Going-variant-B-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Going-variant-B-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Going-variant-B-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Going-variant-B-160x89.png 160w" alt="q行 CTA A/B 试CZ变体 B 的屏q截? width="684" height="381" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_684,h_381/https://unbounce.com/photos/Going-variant-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_684/https://unbounce.com/photos/Going-variant-B.png 684w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Going-variant-B-150x84.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Going-variant-B-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Going-variant-B-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Going-variant-B-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Going-variant-B-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Going-variant-B-160x89.png 160w" data-sizes="(max-width: 684px) 100vw, 684px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>Ҏ(gu) B</strong>最l获胜,从奖杯和五彩U屑可以看?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果Q?/h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>效果令h瞩目。全新的“免费试用”CTA按钮?strong>试用启动量环比增长了104%</strong>。这一显著提升不仅提升了付Ҏ(gu)道的转化率,q首ơ超了自然量?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>此次 A/B 试的成功ؓ(f) Going 提供了宝늚见解Q促使他们进一步优化营销{略Qƈ利用 Unbounce 的功能不断改q和提高客户获取工作?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">点击此处阅读完整?Going 案例研究?/a></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="campaign-monitor" class="wp-block-heading">2. Campaign MonitorQ动态文本增强如何带?31.4% 的{化率提升</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>在数字营销斚wQ将营销zd的每一个元素与用户的意囄l合Q可以极大地<a target="_blank" rel="noopener">提高转化?/a>。这正是挪威数字营销机构<a target="_blank" rel="noreferrer noopener">ConversionLab与其客户</a><a target="_blank" rel="noreferrer noopener">Campaign Monitor合作旉临的挑战和机遇。他们的实验揭示了在</a><a target="_blank" rel="noopener">PPC</a>Q按点击付费Q营销zd中,_调整信息匚wQ尤其是通过 A/B 试Q的影响?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>ConversionLab 注意刎ͼ管 PPC zd设计得很好,?Campaign Monitor 的目标网与潜在客户的相x仍有提升空间?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>他们的假讑֛l着一个关键细节:(x)用户搜烦(ch)查询中用的动词。他们认为,着陆页上的动词与搜索中使用的动词对齐,可以提高面的感知相x,q而提高{化率?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)Q?/h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z验证他们的假设,ConversionLab 使用?Unbounce 的动态文本替?(DTR) 功能。这使得他们能够动态地更改着陆页上的文本Q以反映用户搜烦(ch)查询中用的切动词?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>例如Q如果用h?ldquo;设计品牌?sh)子邮g”Q着陆页自动调整其标题?CTAQ以包含动词“设计”Q而不?ldquo;构徏”?ldquo;创徏”{替代词?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>然后他们使用 A/B 试这个假讑֏布出dƈ量l果Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-70890 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1240,h_530/https://unbounce.com/photos/forpost.png" sizes="(max-width: 1240px) 100vw, 1240px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1240/https://unbounce.com/photos/forpost.png 1240w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/forpost-80x34.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/forpost-150x64.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_768/https://unbounce.com/photos/forpost-768x328.png 768w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_560/https://unbounce.com/photos/forpost-560x239.png 560w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1000/https://unbounce.com/photos/forpost-1000x427.png 1000w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/forpost-650x278.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/forpost-300x128.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/forpost-160x68.png 160w" alt="屏幕截图昄?A/B 试CZ和结果,其中变体 B 使{化率提高?31%" width="1240" height="530" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1240,h_530/https://unbounce.com/photos/forpost.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1240/https://unbounce.com/photos/forpost.png 1240w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/forpost-80x34.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/forpost-150x64.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_768/https://unbounce.com/photos/forpost-768x328.png 768w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_560/https://unbounce.com/photos/forpost-560x239.png 560w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1000/https://unbounce.com/photos/forpost-1000x427.png 1000w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/forpost-650x278.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/forpost-300x128.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/forpost-160x68.png 160w" data-sizes="(max-width: 1240px) 100vw, 1240px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 B</strong>使用 DTR 引导潜在客户注册Qƈ帮助试用{化率提高 31.4%</em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>A/B 试持箋?77 天,在此期间落地늯计访问量?1,274 ơ。采?DTR 的版?strong>转化率大q提升了 31.4%</strong>Q这意味着他们注册?Campaign Monitor 软g的试用版Q希望营销团队也能因此获得应得的称赞)?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">点击此处阅读完整?Campaign Monitor 案例研究?/a></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="first-midwest-bank" class="wp-block-heading">3. W一中西部银行:(x)利用 A/B 试探烦(ch)新方?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>在银行业{保守的行业Qh们通常期望l织坚持传统Ҏ(gu)。第一中西部银行挑战现Ӟ探烦(ch)创新Ҏ(gu)Q与客户建立信QQƈ在竞争中脱颖而出?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>本案例研I探讨了他们在着陆页上进?A/B 试的创新方法,q不仅打破了行业规范Q而且显著提高了{化率?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>银行业通常受制于严格的品牌准则和传l的审美Q几乎没有Q何创新空间。这U环境得测试和采用可能提升转化率的新方法变得异常困难?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>此外Q需要从客户那里攉更多个h信息也增加了另一层摩擦,使得信Q成ؓ(f)M成功转化{略的关键部分?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>W一中西部银?(First Midwest Bank) 在其落地上发挥了创意,力求脱颖而出Q赢得潜在客L(fng)信QQ突破了行业惯例的界限。他们首先?Unbounce ?A/B 试功能来验证一个众所周知的最?jng)_践:(x)在落地页上用h物照片?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>不出所料,人物照片实提升了{化率Q但银行q未止步于此。他们进一步深入研IӞ定制囑փ以反映不同州的h口统计学差异。例如,一个以微笑男士Z题的落地在伊利Z州将转化率提升了47%Q但在印W安U_Q效果不佻ID转化率下降了42%?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q一z察促他们针对每个州的受众Q对26个不同的落地进行了A/B试。此外,他们q质疑了关键元素置于首屏之上的“最?jng)_?rdquo;。他们挑战了q一理念Q将表单|于首屏之下Q?strong>l果转化率意外提升了52%</strong>。(传统观念认ؓ(f)用户不愿滚动面Q这说法太夸张了Q不是吗Q)</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-44365 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650,h_323/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable-.png" sizes="(max-width: 650px) 100vw, 650px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable-.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--80x40.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--150x75.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_503/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--503x250.png 503w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_386/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--386x192.png 386w" alt="中西部银行冠军登陆页?A/B 试CZ变体 A" width="650" height="323" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650,h_323/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable-.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable-.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--80x40.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--150x75.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_503/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--503x250.png 503w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_386/https://unbounce.com/photos/classiclanding-pagepersonalloan-ratetable--386x192.png 386w" data-sizes="(max-width: 650px) 100vw, 650px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>Ҏ(gu) A</strong>Q将表单保持在首屏上?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-44366 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650,h_408/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page-.png" sizes="(max-width: 650px) 100vw, 650px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page-.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--80x50.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--150x94.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_398/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--398x250.png 398w" alt="中西部银行冠军登陆页?A/B 试案例研究变体 B" width="650" height="408" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650,h_408/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page-.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page-.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--80x50.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--150x94.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_398/https://unbounce.com/photos/Below-foldPersonal-Loan-Rate-Table-Landing-Page--398x250.png 398w" data-sizes="(max-width: 650px) 100vw, 650px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 B</strong>Q将表单U至折叠下方Q其效果比变?A 高出 52%</em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>W一中西部银行大胆的 A/B 试{略取得了o(h)人印象深ȝ成果Q包?strong>整体转化率提升了 195%</strong>Q哇Q)。通过Ҏ(gu)当地偏好定制囑փQƈ重新思考表单等转化元素的布局Q他们不仅提升了参与度,q展C在传l僵化的行业中发挥创意灵zL的潜力?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">L(fng)?yn)L处阅ȝ一中西部银行的完整案例研究?/a></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="electronic-arts" class="wp-block-heading">4. ?sh)子艺界和《模拟城?》:(x)使用A/B试挑战假设</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>?a target="_blank" rel="noreferrer noopener">艺电(sh)公司</a>(EA) 推出《模拟城?5》时Q他们ƈ非只是在玩营销{略Q而是在ؓ(f)胜利而战。EA 以其大片发行而闻名,他们已经做好了一切准备,希望《模拟城?5》能引v轰动。但他们qQ即使在游戏世界中,l微的调整也能带来史诗般的胜利或p|?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>在当今游戏时代,玩家可以l过传统零售渠道Q直接下载游戏,q无疑是一U双赢,因ؓ(f)它既降低了EA的成本,又提升了玩家的便利性。然而,EA面(f)着一个关键挑战:(x)如何在游戏发行后最大限度地提升q些数字下蝲量?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>标准做法Q就是在预购时提供一些奖励,比如以后购买时打折。但q真的能赢得玩家的心吗?q是_(d)q只是一条用不完的额外生命?</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z扑ֈ{案QEA 在其销售页面上q行了一ơ简单的 A/B 试Q以验证他们的假设。对照版本承诺,为预购《模拟城?5》的玩家提供l典?20% 折扣Q希望借此Z(x)提升销量。而对照版本则取消了折扣,直接提供游戏购买优惠Q没有Q何附加条件?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133203 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591,h_494/https://unbounce.com/photos/SimCity-variant-A.png" sizes="(max-width: 591px) 100vw, 591px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591/https://unbounce.com/photos/SimCity-variant-A.png 591w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/SimCity-variant-A-150x125.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_299/https://unbounce.com/photos/SimCity-variant-A-299x250.png 299w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/SimCity-variant-A-80x67.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/SimCity-variant-A-300x251.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/SimCity-variant-A-160x134.png 160w" alt="SimCity A/B 试CZ变体 A 的屏q截? width="591" height="494" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591,h_494/https://unbounce.com/photos/SimCity-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591/https://unbounce.com/photos/SimCity-variant-A.png 591w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/SimCity-variant-A-150x125.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_299/https://unbounce.com/photos/SimCity-variant-A-299x250.png 299w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/SimCity-variant-A-80x67.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/SimCity-variant-A-300x251.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/SimCity-variant-A-160x134.png 160w" data-sizes="(max-width: 591px) 100vw, 591px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em>带有折扣优惠?strong>Ҏ(gu) A</strong></em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133204 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591,h_491/https://unbounce.com/photos/SimCity-variant-B.png" sizes="(max-width: 591px) 100vw, 591px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591/https://unbounce.com/photos/SimCity-variant-B.png 591w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/SimCity-variant-B-150x125.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_301/https://unbounce.com/photos/SimCity-variant-B-301x250.png 301w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/SimCity-variant-B-80x66.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/SimCity-variant-B-300x249.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/SimCity-variant-B-160x133.png 160w" alt="SimCity A/B 试CZ变体 B 的屏q截? width="591" height="491" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591,h_491/https://unbounce.com/photos/SimCity-variant-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_591/https://unbounce.com/photos/SimCity-variant-B.png 591w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/SimCity-variant-B-150x125.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_301/https://unbounce.com/photos/SimCity-variant-B-301x250.png 301w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/SimCity-variant-B-80x66.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/SimCity-variant-B-300x249.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/SimCity-variant-B-160x133.png 160w" data-sizes="(max-width: 591px) 100vw, 591px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em>Ҏ(gu) BQ无折扣优惠</em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>l果比日式角色扮演游戏的剧情反{更o(h)人震惊。取消折扣不仅奏效,而且效果惊hQ?strong>与对照组相比Q销量增长了40%以上?nbsp;</strong></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>事实证明Q《模拟城市》的_丝们ƈ非ؓ(f)了省?mdash;—他们只想玩最新的《模拟城市》,可能对购买其他游戏不感兴。这ƾ游戏一半的销量都是通过q种方式实现数字化的Q这证明了当你了解你的玩家时Q你不仅仅是在销售,q能培养_丝?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="performable" class="wp-block-heading">5. 可执行:(x)单的颜色交换如何l制{换杰?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>如果(zhn)曾l陷入过关于哪种按钮颜色最能提升{化率的激烈争论,那么(zhn)ƈ不孤单。营销自动化公?Performable 的团队也面(f)cM的困境,他们质疑<a target="_blank" rel="noopener">CTA 按钮</a>的色调是否真的能够媄(jing)响用户在主页上的操作。剧透预警:(x)它能够,而且实如此?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>数字营销领域充斥着关于“理想”按钮颜色的各U观?mdash;—l色、红艌Ӏ粉色等{。每U颜色都有各自的拥护者,q声U它们是提升转化率的U诀。Performable 军_对这些颜色理行测试,q特别关注其中两U重量的色彩:(x)l色和红艌Ӏ?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>他们对两个完全相同的主页版本q行?A/B 试Q但有一个显著的区别——CTA 按钮的颜艌Ӏ其中一个按钮采用绿Ԍ与网站整体色调无~融合,q与通用?ldquo;开?rdquo;信号灯相呼应。另一个按钮则采用了醒目的U色Q旨在吸引注意力Q但传统上也表示“停止”?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133202 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_532,h_282/https://unbounce.com/photos/Performable-red-and-green-buttons.png" sizes="(max-width: 532px) 100vw, 532px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_532/https://unbounce.com/photos/Performable-red-and-green-buttons.png 532w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Performable-red-and-green-buttons-150x80.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_472/https://unbounce.com/photos/Performable-red-and-green-buttons-472x250.png 472w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Performable-red-and-green-buttons-80x42.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Performable-red-and-green-buttons-300x159.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Performable-red-and-green-buttons-160x85.png 160w" alt="两种不同 CTA 按钮颜色的可执行 A/B 试的屏q截? width="532" height="282" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_532,h_282/https://unbounce.com/photos/Performable-red-and-green-buttons.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_532/https://unbounce.com/photos/Performable-red-and-green-buttons.png 532w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Performable-red-and-green-buttons-150x80.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_472/https://unbounce.com/photos/Performable-red-and-green-buttons-472x250.png 472w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Performable-red-and-green-buttons-80x42.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Performable-red-and-green-buttons-300x159.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Performable-red-and-green-buttons-160x85.png 160w" data-sizes="(max-width: 532px) 100vw, 532px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em>游客是愿?ldquo;?rdquo;q是“?rdquo;Q?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>l果改变了游戏规则。红色按钮的<strong>点击?/strong>比绿色按钮高?21%。这不仅仅是一个小的胜利Q更是对H出元素在提升用户参与度斚w力量的有力证明。尽红色按钮通常被用作停止信P但它却突破了q扰Q获得了更多点击Q最l{化ؓ(f)所有下游指标的显著提升?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q项试生动地提醒我们,营销中的假设仅仅是假设而已。它们需要被挑战和检验。红色按?vs. l色按钮实验证明Q有时候,像改变颜色这L(fng)单的逆势而行Q就能生意想不到的强大效果?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="techinsurance" class="wp-block-heading">6. TechInsuranceQ落地页试如何提升PPC转化?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>有时Q提升{化率的途径q在于吸引更多量Q而是在于优化现有量。TechInsurance面(f)着一个共同的挑战Q最大限度地提升?PPC 营销zd的有效?a contenteditable="false" target="_blank" rel="noreferrer noopener">?</a></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>最初,所?PPC 量都被导向 TechInsurance 的通用主页。这U方法虽然简单,但缺乏针对特定受众群体的吸引力。当时的假设很简单,却很有说服力Q一个根?PPC 受众的细微差别量w定制的专属落地,能否胜过千篇一律的主页Q?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>TechInsurance 军_通过专门设计一个落地页来验证他们的假设Q该落地专门针对他们的 PPC q告pd量。该落地늻q了微调Q以满来自q告访客的期望和需求,重点是传递更相关、更具吸引力的信息。然后,他们其与首进行了 A/B 试?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133232 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_671,h_582/https://unbounce.com/photos/TechInsurance-variants-A-and-B.png" sizes="(max-width: 671px) 100vw, 671px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_671/https://unbounce.com/photos/TechInsurance-variants-A-and-B.png 671w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/TechInsurance-variants-A-and-B-150x130.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_288/https://unbounce.com/photos/TechInsurance-variants-A-and-B-288x250.png 288w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/TechInsurance-variants-A-and-B-80x69.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/TechInsurance-variants-A-and-B-650x564.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/TechInsurance-variants-A-and-B-300x260.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/TechInsurance-variants-A-and-B-160x139.png 160w" alt="TechInsurance A/B 试CZ变体 A ?B 的ƈ排屏q截? width="671" height="582" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_671,h_582/https://unbounce.com/photos/TechInsurance-variants-A-and-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_671/https://unbounce.com/photos/TechInsurance-variants-A-and-B.png 671w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/TechInsurance-variants-A-and-B-150x130.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_288/https://unbounce.com/photos/TechInsurance-variants-A-and-B-288x250.png 288w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/TechInsurance-variants-A-and-B-80x69.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/TechInsurance-variants-A-and-B-650x564.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/TechInsurance-variants-A-and-B-300x260.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/TechInsurance-variants-A-and-B-160x139.png 160w" data-sizes="(max-width: 671px) 100vw, 671px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 A</strong>Q主)?strong>变体 B</strong>Q专用登陆页?/em>Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><strong>l果意义非凡。专用落地页的{化率</strong>比网站首高出惊人的73% 。这一巨大提升不仅彰显了专业内容的价|也凸显了落地页体验与目标受众的具体意图和兴相l合的重要性?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>当潜在客戯问到能够直接满光求和期望的页面时Q他们更有可能完成{化,从而立即?ldquo;q正是我惌?rdquo;的感觉。如果?zhn)希望提升q告pd的效果,不妨考虑试一个专门的落地,该页面能够与目标受众的h口统计数据和需求生深d鸣?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="grene" class="wp-block-heading">7. GreneQ迷你购物R攚w如何让销量翻?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">Grene</a>是L兰农业电(sh)商领域的巨头Q他们改造迷你购物R的目的不仅仅是让产品更上一层楼Q更是ؓ(f)了大q提升销量。他们成功了Q而且效果显著?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Grene |站上的q你购物车就像每个h安的抽屉一?mdash;—里面装满了有的东西Q但有点乱。购物者经常被“免运?rdquo;的标{误认ؓ(f)是可点击的按钮,眯着眼看商品LQ甚x动太q才扑ֈ“加入购物?rdquo;的按钮。很明显——q你购物车需要彻底改造了?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Grene 在迷你购物R剙设计了一个便L(fng) CTA 按钮Q方便用户快速蟩转至购物车主面。他们在每个商品旁边d了一?ldquo;U除”按钮Q避免用戯点击Qƈ且让每g商品的Mh(hun)一目了然。对了,q有那个“加入购物?rdquo;按钮Q他们把它设计得又大又醒目,一眼就能看刎ͼ减少了用户不心滑过的机?x)?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133198 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_724,h_397/https://unbounce.com/photos/Grene-variant-A.png" sizes="(max-width: 724px) 100vw, 724px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_724/https://unbounce.com/photos/Grene-variant-A.png 724w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Grene-variant-A-150x82.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_456/https://unbounce.com/photos/Grene-variant-A-456x250.png 456w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Grene-variant-A-80x44.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Grene-variant-A-650x356.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Grene-variant-A-300x165.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Grene-variant-A-160x88.png 160w" alt="Grene cart A/B 试CZ变体 A 的屏q截? width="724" height="397" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_724,h_397/https://unbounce.com/photos/Grene-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_724/https://unbounce.com/photos/Grene-variant-A.png 724w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Grene-variant-A-150x82.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_456/https://unbounce.com/photos/Grene-variant-A-456x250.png 456w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Grene-variant-A-80x44.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Grene-variant-A-650x356.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Grene-variant-A-300x165.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Grene-variant-A-160x88.png 160w" data-sizes="(max-width: 724px) 100vw, 724px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 A</strong>Q原始版?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133199 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_726,h_404/https://unbounce.com/photos/Grene-variant-B.png" sizes="(max-width: 726px) 100vw, 726px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_726/https://unbounce.com/photos/Grene-variant-B.png 726w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Grene-variant-B-150x83.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Grene-variant-B-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Grene-variant-B-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Grene-variant-B-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Grene-variant-B-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Grene-variant-B-160x89.png 160w" alt="Grene cart A/B 试CZ变体 B 的屏q截? width="726" height="404" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_726,h_404/https://unbounce.com/photos/Grene-variant-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_726/https://unbounce.com/photos/Grene-variant-B.png 726w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Grene-variant-B-150x83.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_449/https://unbounce.com/photos/Grene-variant-B-449x250.png 449w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Grene-variant-B-80x45.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Grene-variant-B-650x362.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Grene-variant-B-300x167.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Grene-variant-B-160x89.png 160w" data-sizes="(max-width: 726px) 100vw, 726px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>版本 B</strong>Q更新版?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>攚w后Q不仅更多h点击购物车页面,Grene 的电(sh)商{化率也从 1.83% 跃升?1.96%。更的是?<strong>总购买量M一番?/strong>没错Q虚拟货架上的商品销量翻了一番?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Grene 的迷你购物R攚w完地提醒我们Q有时候,l节才是最重要的。只需调整用户旅程中的几个元素Q就能显著简化购物流E,q带来相当可观的收益?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="vancouver-2010-olympic-store" class="wp-block-heading">8. 温哥?010奥运商店Q一(l̎Q掌控一?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>说到在线购物体验Q结账环节往往是决定胜负的关键?010q温哥华奥运?x)官方商店对q一关键环节q行了仔l研IӞ试图探烦(ch)一U更z、更畅的方案,能否帮助卖家避免攑ּ购物车,从而提升销量?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q个问题单却又关键:(x)l̎程应该跨越多个面Q还是可以精C,避免l顾客造成压力Q传l观点认为,点击ơ数少Q顾客蟩出率p低,但这对奥q纪念品来说也适用吗?</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q家商店试了一个大胆的假设Q通过多步骤l̎程压羃成一个简z的单页程Q更多顾客会(x)留下来完成订单。通过 A/B 试Q他们将 50% 的流量重定向到新的单늻账流E,以测试这一理论与传l多步骤l̎Ҏ(gu)的对比效果?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133207 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_614,h_576/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A.png" sizes="(max-width: 614px) 100vw, 614px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_614/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A.png 614w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-150x141.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_266/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-266x250.png 266w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-80x75.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_272/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-272x254.png 272w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-300x281.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-160x150.png 160w" alt="温哥华奥林匹克商?A/B 试案例研究变体 A 的屏q截? width="614" height="576" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_614,h_576/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_614/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A.png 614w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-150x141.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_266/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-266x250.png 266w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-80x75.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_272/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-272x254.png 272w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-300x281.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-A-160x150.png 160w" data-sizes="(max-width: 614px) 100vw, 614px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>Ҏ(gu) A</strong>Q原始的多步骤流E?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133208 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_528,h_1024/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B.jpeg" sizes="(max-width: 528px) 100vw, 528px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_528/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B.jpeg 528w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_77/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-77x150.jpeg 77w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_129/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-129x250.jpeg 129w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_41/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-41x80.jpeg 41w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-300x582.jpeg 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_83/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-83x160.jpeg 83w" alt="温哥华奥林匹克商?A/B 试案例研究变体 B 的屏q截? width="528" height="1024" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_528,h_1024/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B.jpeg" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_528/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B.jpeg 528w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_77/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-77x150.jpeg 77w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_129/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-129x250.jpeg 129w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_41/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-41x80.jpeg 41w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-300x582.jpeg 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_83/https://unbounce.com/photos/Vancouver-Olympic-Store-variant-B-83x160.jpeg 83w" data-sizes="(max-width: 528px) 100vw, 528px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>Ҏ(gu) B</strong>Q单|E?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>在积累了过 600 W交易后Q结果清C令h信服。单늻账不仅带来了显著的提升,相比多步骤结?strong>Q其完成率更是大q提升了 21.8%</strong>。{化率的显著提升,充分体现了顾客对l̎程z快L(fng)强烈偏好?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>温哥?010q奥q会(x)商店的A/B试有力地提醒我们,“最?rdquo;l̎程可能?x)因受众和品细分市场的不同而有很大差异。对某些人有效的Ҏ(gu)可能对其他h无效?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>想知道是什么让(zhn)的客户满意吗?不妨q行试Qƈ让他们的行ؓ(f)指导(zhn)的优化?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="hubspot" class="wp-block-heading">9. HubSpotQ尝试不同的?sh)子邮g格式</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>q是一?A/B 试<a target="_blank" rel="noopener">?sh)子邮g营销</a>CZQ它表明即是文本对齐等最单的元素也会(x)影响用户参与度。HubSpot 始终致力于寻扑֢强用户互动的Ҏ(gu)Q因此决定通过针对其电(sh)子邮件营销zdq行 A/B 试来解册个问题?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>目标很明:(x)提高每周订阅邮g的点ȝ。HubSpot 怀疑邮件文本的寚w方式可能?x)?jing)响用户与 CTA 的互动。他们假设,调整文本寚w方式可以带来更友好的用户体验Qƈ有望提高用户参与度?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z验证q一理论QHubSpot 讄?A/B 试Q比较了两种格式Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>变体 A</strong>Q控ӞQ文本居中的?sh)子邮gQ这是他们一直用的标准格式?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>变体 B</strong>Q带有左寚w文本的电(sh)子邮Ӟq种改变旨在提高可读性ƈ吸引更多人关?CTA?/div> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133200 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_674,h_558/https://unbounce.com/photos/Hubspot-email-variant-A.png" sizes="(max-width: 674px) 100vw, 674px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_674/https://unbounce.com/photos/Hubspot-email-variant-A.png 674w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Hubspot-email-variant-A-150x124.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_302/https://unbounce.com/photos/Hubspot-email-variant-A-302x250.png 302w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Hubspot-email-variant-A-80x66.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Hubspot-email-variant-A-650x538.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Hubspot-email-variant-A-300x248.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Hubspot-email-variant-A-160x132.png 160w" alt="Hubspot ?sh)子邮g A/B 试CZ变体 A 的屏q截? width="674" height="558" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_674,h_558/https://unbounce.com/photos/Hubspot-email-variant-A.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_674/https://unbounce.com/photos/Hubspot-email-variant-A.png 674w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Hubspot-email-variant-A-150x124.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_302/https://unbounce.com/photos/Hubspot-email-variant-A-302x250.png 302w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Hubspot-email-variant-A-80x66.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Hubspot-email-variant-A-650x538.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Hubspot-email-variant-A-300x248.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Hubspot-email-variant-A-160x132.png 160w" data-sizes="(max-width: 674px) 100vw, 674px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 A</strong>Q居中对齐文?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133201 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_694,h_562/https://unbounce.com/photos/Hubspot-email-variant-B.png" sizes="(max-width: 694px) 100vw, 694px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_694/https://unbounce.com/photos/Hubspot-email-variant-B.png 694w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Hubspot-email-variant-B-150x121.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_309/https://unbounce.com/photos/Hubspot-email-variant-B-309x250.png 309w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Hubspot-email-variant-B-80x65.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Hubspot-email-variant-B-650x526.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Hubspot-email-variant-B-300x243.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Hubspot-email-variant-B-160x130.png 160w" alt="Hubspot ?sh)子邮g A/B 试CZ变体 B 的屏q截? width="694" height="562" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_694,h_562/https://unbounce.com/photos/Hubspot-email-variant-B.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_694/https://unbounce.com/photos/Hubspot-email-variant-B.png 694w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Hubspot-email-variant-B-150x121.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_309/https://unbounce.com/photos/Hubspot-email-variant-B-309x250.png 309w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Hubspot-email-variant-B-80x65.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Hubspot-email-variant-B-650x526.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Hubspot-email-variant-B-300x243.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Hubspot-email-variant-B-160x130.png 160w" data-sizes="(max-width: 694px) 100vw, 694px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em><strong>变体 B</strong>Q左寚w文本</em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>实验得出了一些意想不到的l果。与他们的假讄反,左对齐邮件的效果实际上比居中邮g<em>更差</em>Q整体点击量更少。事实上Q只有不?5%的左寚w邮g变体的表C于对照组?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>HubSpot ?A/B 试?sh)子邮g营销CZQؓ(f)我们提供了宝늚l验Q让我们了解?sh)子邮g营销的细微差别。虽然左寚w文本Q这U格式通常可以提高长文本的可读性)g效果更好Q但受众的偏好差异很大?strong>q强调了持箋试哪怕是最细节的重要性,而不是对用户偏好做出假设?nbsp;</strong></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 id="vestiaire-collective" class="wp-block-heading">10. Vestiaire CollectiveQTikTok 上的潮流引领?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">在快节奏的时和C交媒体</a>世界中,保持领先C不仅仅是一个目标,更是必需。二手奢侈时^?a target="_blank" rel="noreferrer noopener">Vestiaire Collective</a>面(f)着?TikTok 上推q其全新直购功能的同Ӟ如何抓住难以捉摸?Z 世代体的挑战。他们的Ҏ(gu)是什么?巧妙地将|红的创造力与数据驱动的决策相结合?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">问题<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Vestiaire 的目标是扩大其在 TikTok 上的品牌影响力,q吸?Z 世代消费?mdash;—q一体崇尚真实性和新鲜内容。该品牌需要确保与|红的合作不仅富有创意,而且能够有效契合其提升品牌知名度和推动应用安装量的业务目标?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">解决Ҏ(gu)<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Z解决q个问题QVestiaire 的网U营销机构_ֿ{划了一?A/B 试zdQ确保不?x)限制创意合作伙伴的创作风格。他们招募了八位|红Q赋予他们广泛的创作自由Q让他们创作各种 TikTok 帖子Q每帖子都嵌入了与 Vestiaire 目标相符的特定行动号?(CTA)。内定w格多P为活动提供了丰富的创意视角?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-133209 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_662,h_439/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot.png" sizes="(max-width: 662px) 100vw, 662px" srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_662/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot.png 662w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-150x99.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_377/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-377x250.png 377w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-80x53.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-650x431.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-300x199.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-160x106.png 160w" alt="Vestiaire Collective ?TikTok 视频 A/B 试CZ截图" width="662" height="439" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_662,h_439/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot.png" data-srcset="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_662/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot.png 662w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_150/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-150x99.png 150w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_377/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-377x250.png 377w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_80/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-80x53.png 80w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_650/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-650x431.png 650w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_300/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-300x199.png 300w, https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_160/https://unbounce.com/photos/Vestiaire-Collective-TikTok-screenshot-160x106.png 160w" data-sizes="(max-width: 662px) 100vw, 662px"></figure> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><em>影响者创作自q一个例?/em></p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>初始内容创作完成后,A/B 试的真正魔力便昄出来了。该机构分析了这些帖子的效果指标Q以定哪些内容真正引v了受众的共鸣。之后,效果最佳的内容?x)通过定向付费q告q行推广Q从而提升覆盖面和参与度?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h4 class="wp-block-heading">l果<strong>Q?/strong></h4> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>l果直o(h)人惊叏VVestiaire 战略性地q用 A/B 试Q带来了<strong>过 4,000 个新的应用安装,q将单次安装成本降低了一?/strong>Q这昄出其?Instagram ?YouTube 上的效果指标显著提升?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>Vestiaire 的成功故事有力地证明了将 A/B 试融入|红营销{略的媄(jing)响力。它表明Q赋予创作自由,q结合系l性的内容l效评估Q能够在参与度和成本效益斚w取得显著成果?nbsp;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h2 id="how-to" class="wp-block-heading">如何q行 A/B 试 </h2> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>既然(zhn)已l了解了 A/B 试在帮助?zhn)实现营销目标斚w的巨大作用,(zhn)可能已l迫不及(qing)待地惛_自己的落地页q行 A/B 试了。以下是如何开始:(x)</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">创徏一个假?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p><a target="_blank" rel="noopener">从假?/a>入手Q你不仅能弄清楚惌试什么,q能知道如何判断试是否成功。确保你的假讄合以下要求:(x)</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>专注于单一问题Q?/strong>准确指出(zhn)想要解x了解的问题?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>可测试:(x)</strong>在测试结束时(zhn)应该能够证明或反驳它?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>影响驱动Q?/strong>旨在实现一些可以显著改变结果的事情Q例如提高{化率或降低蟩出率?/div> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>使用可靠?ldquo;如果Q那?rdquo;l构来构Z的假设。例如,“如果我们使用更生动的CTA按钮Q那么我们的点击率就?x)提高?rdquo;</p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">讄变量Q控制和ȝ</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>定(zhn)正在测试的内容Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>控制变量Q?/strong>q是你当前的“冠军”Q也是你的落地늚原始版本。(q可以是 A/B 试中的“A”Q?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"><strong>ȝ变量Q?/strong>引入挑战者(“B”Q,q是Ҏ(gu)(zhn)的假设寚w面进行调整的版本?/div> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">军_试什?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>A/B 试的魅力在于它的多功能性。你几乎可以试M可能影响用户行ؓ(f)的因素。一些常见的元素包括Q?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <div id="47yptkvpzsw" class="container single-2023-right-content text-left">标题或正文的副本</div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left">号召性用?(CTA) 按钮设计或措?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left">囑փ或视频内?/div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left">面的整体布局和导?/div> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>查看我们?a target="_blank" rel="noopener">A/B 试?sh)子书?/a>获取可在目标|页上测试的 20 个元素的便捷列表?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">l计显著性的量</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>保你的l果q偶然。理解你的研I结果的<a target="_blank" rel="noopener"><em>l计</em></a>显著性至关重要。这个术语的含义是确保你的对照组和实验组之间的性能变化很可能是׃你的调整Q而不是随机因素造成的?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">选择你的目标</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>你的最l目标是什么?增加|站量、降低蟩出率、提高参与度Q你的目标应该与你的假设相符Qƈ且清晰可衡量。这U专注不仅能指导你的实验Q还能帮助你理解l果?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">正确划分受众</h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>通常Q最好将量q_且随机地分配l页面的控制版本和处理版本。这P每个版本都有Z(x)在类似的条g下证明自q价倹{?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>是的Q有些情况下你可能不惛_分流量,比如你正在测试一些有风险的项目,只想暴露量量。但ȝ来说Q均分流量是最好的选择?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <h3 class="wp-block-heading">分析q取行?/h3> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>试l束后,深入研究数据。你的实验方案是否优于对照组Q还是完全不行?数据不仅?x)告诉你谁赢了,q会(x)告诉你赢了多。基于这些洞察,你可以决定是采用新版本、进行更多测试,q是重新开始?/p> </div> <div id="47yptkvpzsw" class="container 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q入<strong>“面概览”屏幕q查扑֐?/strong><strong>“面量模式”</strong>的部分?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <p>3.选择<strong>A/B试模式</strong>?/p> </div> <div id="47yptkvpzsw" class="container single-2023-right-content text-left"> <figure class="wp-block-image aligncenter size-full is-resized"><img class="wp-image-110798 lazyloaded" src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1179,h_581/https://unbounce.com/photos/change-page-traffic-mode.gif" alt="动画 GIF 展示如何D?Unbounce 构徏器的 A/B 试部分" width="1179" height="581" data-src="https://sp-ao.shortpixel.ai/client/to_webp,q_lossless,ret_img,w_1179,h_581/https://unbounce.com/photos/change-page-traffic-mode.gif"></figure> </div> <section id="form_block_63bdc18bffad092b6df267c9a7aaaf65" class="form-section pb-2 pt-2 next-full-width-section-of-two-col"> <div id="47yptkvpzsw" class="container position-relative "> <div id="47yptkvpzsw" class="row main-wrapper position-relative"> <div 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id="47yptkvpzsw" class="d-flex flex-column form-fields-container"> <div id="47yptkvpzsw" class="field-wrapper email d-flex flex-column"><label for="EMAIL_ADDRESS">(zhn)的工作邮箱 *</label><input id="insightly_Email" name="Email" required="" type="text"></div> <div id="47yptkvpzsw" class="field-wrapper industry d-flex flex-column"><label for="Industry_Dropdown__c">(zhn)在什么类型的公司工作Q?</label><select name="Industry" required=""> <option value="Coaching"></option> </select>辅导<select name="Industry" required=""> <option value="Coaching"></option> <option value="Communications & Media"></option> </select>通讯与媒?select name="Industry" required=""> <option value="Communications & Media"></option> <option value="Digital Marketing Agency"></option> </select>数字营销机构<select name="Industry" required=""> <option value="Digital Marketing Agency"></option> <option value="E-Commerce"></option> </select>?sh)子商?select name="Industry" required=""> <option value="E-Commerce"></option> <option value="Financial 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如果M较新的变体(“挑战?rdquo;Q表C于原有的变体Q?ldquo;冠军”Q,则可以轻村ְ挑战者升Uؓ(f)新的冠军。只需选择概览讄右侧?ldquo;…”菜单Q然后选择<strong>“升为冠?rdquo;</strong>卛_?/p> <p> </p> <p>通过q些单的步骤Q?zhn)可以试?zhn)的目标|页Q稳步改q,q更接近(zhn)的转化优化目标?/p> </div> </div> </div> </div> </div> </div> </section> </div> </div> </div> </div> </div> </div> </section>]]></description> <pubDate>Fri, 04 Jul 2025 02:06:52 +0000</pubDate> <dc:creator>杰睿</dc:creator> <guid>http://www.soiayq.cn/blog/post-13528.html</guid> </item> <item> <title>Kiss My Keto 如何购物R攑ּ率降?20% http://www.soiayq.cn/blog/post-13530.html Kiss My Keto是一家专注于生酮生活方式?D2C 商店。他们的首要目标是激励全球更多h实现生酮健康转型。Michael Herscu ?Alex Bird 创办 Kiss My Keto 的初hQ他们一直在努力L优质、诚信的品牌Qؓ(f)真正的生酮饮食提供正宗的产品?/p>

认识 Kiss My Keto

联合创始克尔 (Michael) 和亚历克?(Alex) 发现Q很有品牌使用正确的成分或保持明确定义适当生酮饮食的必要宏量营ȝ比例一致?nbsp;

l过数年旉和数千小时对生酮饮食的研IӞ他们不断完善食谱Q直到对最l结果感到满意:(x)味的生酮食品、零食和补品?/p>

亲吻我的? width=

挑战

Kiss My Keto 团队希望提高销售额和{化率Q因此他们向 OptiMonk L帮助?/p>

OptiMonk ?CRO 专家开始深入研I?Kiss My Keto ?Google Analytics 数据。他们发C多个?Kiss My Keto |站量转化为长期收入的Z(x)?/p>

必须解决以下用户l分问题Q?/p>

  1. C访?/li>
  2. 产品面攑ּ?/li>
  3. 购物车放弃?/li>
  4. 持有有效优惠总码的访客 

让我们看?Kiss My Keto 是如何解册些问题的Q?nbsp;

解决Ҏ(gu)

没有哪个单一的营销zd能够引v所有用L(fng)体的共鸣。因此,他们创徏了四个针Ҏ(gu)强的营销zdQ每个活动都针对一个存在问题的用户体?/p>

1. 为新主页访客提供对话弹出H口

新访客通常Ҏ(gu)的网站不熟?zhn)Q不知道如何D。过多的选项可能?x)让他们犹U不决Q这被称?ldquo;选择(zhn)论”Q,从而导致蟩出率高?nbsp;

此次zd的主要目标是帮助首次讉K者开始用网站,让他们订阅新闻通讯Qƈ提供个性化的品推荐?nbsp;

如何一ơ性实现这些目标?使用对话弹出H口?nbsp;

对话式弹H的W一向访客提出了一个简单的问题Q?ldquo;(zhn)在L什么?” q有助于购物者找到正的产品。弹H还告知访客?10% 的折扣优惠?/p>

回答完第一个问题后Q访客将q入对话弹出H口的下一阶段。无论答案是什么,所有用户都必须提供?sh)子邮g地址才能获取折扣码?/p>

输入联系信息后,访客q入弹窗的最后一个阶Dc(din)他们可以看C惠券代码和个性化产品推荐Q与W一늚{案一_(d)?nbsp;

Kiss My Keto 对话弹出H口的第三页

q次zd非常成功?nbsp;

它的转化率ؓ(f) 20.33% Qƈ攉?strong>762 个新的电(sh)子邮件地址?nbsp;

每次zd攉到新的电(sh)子邮件地址Ӟ联系信息都会(x)自动?Kiss My Keto 的电(sh)子邮件营销工具Klaviyo同步?nbsp;

׃ OptiMonk ?Klaviyo 的集成设|简单,Kiss My Keto 的所有新订阅者都?x)立x到相关电(sh)子邮件?/p>

2. 针对产品面攑ּ者的折扣弹出H口

W二个活动针对的是浏览了 Kiss My Keto 产品面但未商品添加到购物车的访客?/p>

Z防止该部分用户在未进行购买的情况下蟩出,他们使用了出现在退出意图上的活动?/p>

主要目标是通过提供 15% 的折扣来鼓励访客购买。ؓ(f)了弹窗更具相关性,他们q显CZ访客正在览的品名U?/p>

Kiss My Keto 个性化折扣弹出H口

Kiss My Keto 团队使用了多步骤弹出H口Qƈ且仅在第二页要求提供?sh)子邮g地址?nbsp;

Kiss My Keto 个性化折扣弹出H口Q第 2 )

最后,W三|CZ优惠总码:(x) 

Kiss My Keto 个性化折扣弹出H口Q第 3 )

团队q对优惠总码进行了一?A/B 试Q试囑ְ可能C化活动。他们比较了固定优惠总码(例如“15OFF”Q和自动生成的优惠券代码Q包含随机字Wƈ讄实际截止日期Q例?3 天)Q的效果?nbsp;

正如预期的那P自动生成的优惠券代码提高了访客兑换代码ƈ下单的意ѝ此版本的{化率提高?16%?/p>

表现最佳的版本?strong>转化率ؓ(f) 8.67% ?/p>

3. 利用限时折扣挽救购物车放弃?/h3>

攑ּ购物车的֮通常参与度很高,他们只需要最后的推动p下订单?/p>

q就是ؓ(f)什?Kiss My Keto 为放弃的访客提供最l?15% 的折扣。他们还使用了倒计时器来增?ldquo;x错q?rdquo;QF(tun)OMOQ的体验?nbsp;

Kiss My Keto 购物车放弃弹出窗? width=

׃之前的活动证明自动生成的优惠总码{换效果更好,因此他们也在q里使用了它们?/p>

他们q启用了 OptiMonk ?a target="_blank" rel="noopener">自动兑换功能Q该功能?x)在l̎时自动应用客L(fng)折扣。这意味着没有Z(x)忘记兑换优惠券?/p>

此次zd?strong>转化率ؓ(f) 15.05%?/strong>

4. 提醒访客他们的优惠券代码 

当访客在 OptiMonk zd中{换ƈ收到优惠总码时QKiss My Keto ?x)显CZ个粘性条Q提醒他们折扣?/p>

无论自动兑换功能是否启用QKiss My Keto 团队都认为粘性条zd很有用,因ؓ(f)它可以让访客牢记潜在的折扣?nbsp;

Kiss My Keto 能量活? loading=

他们通过创徏两个版本来测试该zdQ一个版本正常显C,另一个版本保持隐藏。这P他们pq踪看到和未看到该活动的购物者的行ؓ(f)?/p>

那些看到“别忘了你的折扣码”|顶贴的用户转化率高Z 19.32% 。跟q那些已l在你某个广告系列中转化的客h焉常有效!

l果

以下?Kiss My Keto ?OptiMonk 两个月合作的主要成果Q?/p>

  1. 与上一q相比,?sh)子商务转化率增长?7.17%
  2. 与上一q相比,购物车放弃率下降?19.29%
  3. 所有弹出式q告zd都吸引了 3,300 名新订阅?nbsp;
  4. 兑换?848 个优惠券代码Q生了 46,762 元的额外收?/li>

image.png

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]]> Fri, 04 Jul 2025 02:04:58 +0000 杰睿 http://www.soiayq.cn/blog/post-13530.html 如何q行 A/B 试Q面向营销人员的简单易懂的入门指南Q附工具和示例) http://www.soiayq.cn/blog/post-13537.html 你觉得你的营销有效吗?那就证明它吧?/strong>

营销人员喜欢争论什么方法有效。你的行动号?(CTA) 按钮应该用绿色还是红Ԍ短的主题行能提升邮g的打开率吗Q醒目的标题比含蓄的标题更好吗?

大多Ch都是猜测?strong>聪明的营销人员?x)进行测试?/strong>

A/B 试Q也UCؓ(f)拆分试Q是优化营销的最单但最有效的方法之一。A/B 试让?zhn)可?strong>比较某些内容Q网c(din)广告、电(sh)子邮件或 CTAQ的两个版本Q看看哪个版本的效果更好Q而不是随机更改ƈ希望获得最x果?/p>

如果操作正确QA/B 试可以Q?/p>

  • 提高点击率、{化率和收?/strong>
  • 消除Z猜测的错误营销决策
  • 向?zhn)准确展?strong>观众的反?/strong>
  • 帮助?strong>扩大有效的方法ƈ抛弃无效的方?/strong>

但问题是——大多Ch?A/B 试搞得太复杂了。本指南用显易懂的语aq行讲解Qƈl合实际案例和最?jng)_?/strong>Q助(zhn)立卛_始测试?/p>

让我们开始吧?/p>

1.什么是 A/B 试Q以?qing)?f)什么要兛_它)Q?/strong>

A/B 试Q也UCؓ(f)拆分试Q是比较某个事物Q网c(din)广告、电(sh)子邮件或其他M东西Q?strong>的两个版本,以查看哪个版本的效果更好?/strong>

(zhn)无需猜测哪个标题、按钮颜色或q告文案?x)获得更多点击,而是q行 A/B 试Q?/p>

  • 版本 AQ原版)向一半的观众展示?/li>
  • 版本 BQ变体)昄l另一半?/li>
  • (zhn)可以跟t哪一个获得更多的转化、注册或销售?/li>

qؓ(f)什么重要?因ؓ(f)调整就能带来大成果。不试Q就{于白白费钱?/p>

1QA/B 试如何提升营销l效

  • 优化转化?/strong>——更高的点ȝ意味着更多的潜在客户和销售额?/li>
  • 消除猜测——(zhn)知道什么有效,而不仅仅是?zhn)?em>认ؓ(f)什么有效?/li>
  • 减少费的广告支?/strong>——试不同的版本,看看哪个版本能带来最佳的投资回报率?/li>
  • 改善用户体验——试可帮助?zhn)?gu)真实行ؓ(f)改进消息传递和设计?/li>

2Q?strong>真实案例Q电(sh)子邮件主题行

惌一下,(zhn)正在发送电(sh)子邮件活动,但无法在两个主题行之间做出选择Q?/p>

  • AQ?/strong> “不要错过q个限时优惠”
  • BQ?/strong> “(zhn)的专属24时折扣来了”

你不是随机选择一个,而是q行 A/B 试Q将 A 版本发送给一半受众,?B 版本发送给另一半受众?4 时后,你检查打开率:(x)

  • 版本 AQ打开率ؓ(f) 18%
  • 版本 BQ打开率ؓ(f) 24%

׃版本 B 表现更好Q?zhn)现在有数据支持在未来的?sh)子邮件中使用更具体、更h间敏感性的主题行?/strong>


A/B 试可以帮助(zhn)?strong>停止做出假设q开始做?strong>数据驱动的营销决策?/p>


接下来,让我们看看?zhn)可以q行哪些 A/B 试Q提C:(x)比?zhn)惌的要多)?/p>

2. 你可以进行哪?A/B 试Q(比你惌的要多)

A/B 试不仅适用于按钮颜色和标题——(zhn)几乎可以测试营销{略中的M内容。如果它能够影响转化率、参与度或收入,值得试?/p>

以下是A/B 试中最有h(hun)值的一些元素:(x)

1Q?strong>|站和登陆页?/strong>

  • 标题——明确的利益驱动型标题是否比基于好奇心的标题效果更好?
  • 号召性用?(CTA) 按钮– “开?rdquo; vs. “免费试用” vs. “立即注册”?/li>
  • 囑փ和视?/strong>——人物与品照片、静态图像与自动播放视频?/li>
  • 面布局——单列与多列、表单位|、内容层ơ结构?/li>
  • 信Q信号——d推荐、案例研I或徽章Q如“布斯推?rdquo;Q?/li>

 例如:

一?SaaS 公司试了两个版本的登陆面Q?/p>

  • 版本 A有一个通用标题Q?em>“型企业的首?CRM”?/em>
  • B ?/strong>有一个具体的、以利益为导向的标题Q?em>“使用我们?CRM 可达?50% 以上的交易?rdquo;

版本 B 使注册量增加?22%?/p>

2Q?strong>?sh)子邮g

  • 主题?/strong>——紧迫性与Z好奇心的行?/li>
  • 正文长度——短有力还是详l翔实?/li>
  • 个性化——“?[名字]” vs. “嘿,你好?rdquo;
  • 发送时间和日期– 周二上午 8 Ҏ(gu)周五下午 4 Ҏ(gu)合适吗Q?/li>

 例如:

某电(sh)商品牌针对购物R攑ּ邮g试了两个主题行Q?/p>

  • AQ?/strong> “哎呀Q你购物车里落了东西”
  • BQ?/strong> “q在犹U什么?现在打九(ji)折?rdquo;

主题?B 的打开率提高了 15%?/p>

3Q?strong>q告和付Ҏ(gu)?/strong>

  • q告文案——Z问题的标题与Z陈述的标题?/li>
  • 囄和视?/strong>——生活方式囄与以产品Z心的视觉效果?/li>
  • 目标受众——q泛定位与小众受众?/li>
  • 号召性用?(CTA) – “立即购买” vs. “了解更多” vs. “今天p?rdquo;?/li>

例如:

一?DTC 品牌正在q行 Facebook q告试Q?/p>

  • q告 AQ?/strong>展示产品的特写?/li>
  • q告 BQ?/strong>展示一个h使用该品?/li>

q告 B 带来的{化率增加?30%?/p>

4Q?strong>定h(hun)和优?/strong>

  • 不同的h(hun)格点——每月 49 元与每?59 元Q附加功能)?/li>
  • 折扣cd——10%折扣 vs. 10元折扣?/li>
  • 免费试用?/strong>– 7 ?vs. 14 天?/li>
  • 付款计划——按月付款或按q付?gu)ƾ,q有折扣?/li>

 例如:

订阅服务试两种免费试用期限Q?/p>

  • {:(x) 7天免费试?/li>
  • BQ?/strong> 14天免费试?/li>

14 天的试用期增加了注册人数Q但W一个月?strong>保留率较低?/strong>

5Q社交媒体帖?/h4>
  • 标题长度——短标题与长标题?/li>
  • 表情W号 vs. 无表情符?/strong>——表情W号?x)增加参与度q是?x)让帖子看v来不那么专业Q?/li>
  • 标签——试不同的标{合?/li>
  • 视频~略?/strong>– 面部与文字覆盖?/li>

 例如:

某品牌测试了两个 Instagram 标题Q?/p>

  • {:(x)短直接:(x)“新品上架Q点击购乎ͼ”
  • BQ?/strong>更长一些,以故事ؓ(f)主:(x)“我们的新pd灉|来自夏夜和无的冒险。你最喜欢哪g作品Q?rdquo;

版本 B 的参与度提高?40%?/p>


A/B 试不仅仅是q行微小的调?/strong>Q它q涉?strong>了解(zhn)的受众q优化营销渠道中的每个接触炏V?/strong>


现在(zhn)知?em>可以试什么了Q让我们逐步了解如何以正的方式实际q行 A/B 试?/p>

3. 如何q行 A/B 试Q分步指南)

现在(zhn)已l知道要试什么了Q让我们来分解一?strong>如何正确地进?A/B 试。关键在于保持简?mdash;—一ơ只试一件事Q让数据U篏hQƈҎ(gu)实际l果而不是直?/strong>做出决策?/p>

以下是运行有?A/B 试?strong>分步q程Q?/strong>

步骤 1Q选择要测试的内容

  • 从一个变?/strong>开?mdash;—CTA 按钮颜色、电(sh)子邮件主题行、广告图片等?/li>
  • 避免同时试多个元素Q否则,(zhn)将不知道是什么导致了差异Q?/li>
  • 选择一些真?strong>影响转化或参与度?/strong>事物?/li>

例如:

(zhn)想增加目标|页的注册量。无需重新设计整个面Q?strong>只需先测试标题即?/strong>?/p>

W?2 步:(x)创徏 A ?B 变体

  • 版本 A是?zhn)的原始版本(对照Q?/li>
  • 版本 B是修改后的版本,只有一处变化?/li>
  • 保持其他一切完全相同以保l果准确?/li>

例如:

(zhn)正在测试电(sh)子邮件主题行Q?/p>

  • 版本 AQ?/strong> “(zhn)的独家优惠今晚l束”
  • 版本 BQ?/strong> “最后机?x)!午夜前领取折?rdquo;

步骤3Q随机划分受?/strong>

  • 均匀分配(zhn)的量 - 一半看到版?AQ一半看到版?B?/li>
  • 使用A/B 试软g来确保公qx(下一节将详细介绍Q?/li>
  • 量大Q?zhn)p快获得有意义的l果?/li>

例如:

(zhn)的?sh)子邮g列表?10,000 名订阅者?,000名订阅者获得版?AQ?strong>5,000 名订阅者获得版?/strong>B?/p>

步骤 4Q运行测试够长的时?/strong>

  • 让测试运行直到?zhn)获得_的数?-不要q早停止?/li>
  • 一个常见的错误是一两天后就l束试?strong>l它一些时间?/strong>
  • 使用l计显著性计器来确认有效结果?/li>

例如:

你测试了两个 Facebook q告素材?strong>一?/strong>后,q告 B 胜出Q但d只有50 ơ点?/strong>?br>你让试q行?strong>一?/strong>Q现?strong>q告 A 实际上是赢家Q?/strong>点击ơ数辑ֈ 5,000 ơ?/p>

W五步:(x)分析l果q实施成功方?/strong>

  • 查看转化率、点ȝ、打开率、参与度{关键指标?/li>
  • 如果?strong>明显的赢?/strong>Q请其应用于整个营销zd?/li>
  • 如果没有太大差异Q请l箋试其他东西?/li>

例如:

(zhn)对 CTA 按钮颜色q行?A/B 试Q结果显C?strong>版本 BQ红色按钮)的{化率高出 12%。现在,(zhn)将|站上的所?CTA 按钮更新为红艌Ӏ?/strong>


  • 一ơ测试成?strong>q不意味着它会(x)永远有效?/li>
  • 观众的喜好会(x)改变——不断试新的x?/li>
  • 随着旉的推U,U篏的改进Q实现巨大的增长?/li>

现在(zhn)已l知道如何运行测试,让我们来讨论一下可以简化流E的最?A/B 试工具?/strong>

4. 营销人员最?A/B 试工具

手动q行 A/B 试直是一场噩梦。好消息是,有一些工具可以帮你搞定一?mdash;—拆分量、跟t结果,q显C明昄优胜者?/strong>

以下是针对不同用例的一些最?A/B 试工具Q?/p>

1Q?strong>|站和登陆页?A/B 试工具

q些工具可以帮助(zhn)测试不同的面设计、标题、CTA 和布局Q以提高转化率?/strong>

  • Google OptimizeQ已停用Q但正在L替代Ҏ(gu)Q?/strong> ——免费的网?A/B 试工具Q但卛_关闭。徏议尝?VWO ?Optimizely?/li>
  • Optimizely – 一Ƒּ大的|站和应用程序测试工P非常适合企业和增镉K动型公司?/li>
  • VWOQ可视化|站优化器) ——用户友好的工P用于拆分试登陆面q提高网站性能?/li>
  • Unbounce – 一个登陆页面构建器Q内|?A/B 试Q用于潜在客L(fng)成和销售页面?/li>

例如:

一?SaaS 公司试了两个版本的落地:(x)一个带视频Q一个带囄。Optimizely昄Q视频页面的注册量增加了 18%Q因此他们决定在自己的网站上推广视频面?/p>

2Q?strong>?sh)子邮gA/B试工具

试主题行、电(sh)子邮件内宏V发送时间和 CTAQ以提高打开率和点击率?/strong>

  • Mailchimp—— 易于使用的电(sh)子邮件营销q_Q内|主题行和内容的 A/B 试?/li>
  • Kit – 非常适合创作者和博主试不同的电(sh)子邮件格式?/li>
  • ActiveCampaign——先进的自动化和分D功能,可以q行更精的?sh)子邮g试?/li>
  • HubSpot A/B 试——非常适合试整个?sh)子邮g工作程Q而不仅仅是单个电(sh)子邮件?/li>

例如:

一份新ȝ试两个主题行:(x)

  • AQ?/strong> “你需要知道的营销U密”
  • BQ?/strong> “q个营销技巧将转化率提高了35%”

HubSpot A/B 试表明Q?strong>版本 B 的打开率高?22%Q因此他们l采用这U风根{?/p>

3Q?strong>q告和付费营销zd?A/B 试工具

试q告文案、图片、定位和格式Q以提高付费q告的投资回报率?/strong>

  • Facebook?a target="_blank" rel="noreferrer noopener">Instagram A/B 试Q?a target="_blank" rel="noreferrer noopener">元广告管理器Q?/strong> ——内置 Facebook ?Instagram q告分割试?/li>
  • Google Ads 实验– 让?zhn)试不同的广告版本以扑ֈ效果最佳的版本?/li>
  • AdEspresso – 可以更轻村֜试 Facebook、Instagram ?Google 上的多种q告变体?/li>

例如:

一?DTC 品牌?Facebook 上测试了两个q告标题Q?/p>

  • AQ?/strong> “首次订购可n 10% 折扣”
  • BQ?/strong> “首次购物可n 10% 折扣 - 立即购买”

AdEspresso 昄版本 B 获得的点击量增加?15%Q因此他们扩展了该版本?/p>

4Q?strong>?sh)子商务和定价A/B试工具

试产品定h(hun)、折扣优惠和l̎体验以增加销售额?/strong>

  • Shopify A/B 试应用E序QNeat A/B Testing?a target="_blank" rel="noreferrer noopener">Convertize{) ——使用 Shopify 为电(sh)子商务品牌打造?/li>
  • Google OptimizeQSunsetQ改?VWO ?OptimizelyQ?/strong> ——用于试定h(hun)和结账变化?/li>
  • 定h(hun)Q由 Paddle 提供Q?/strong> ——帮助 SaaS 企业试不同的定h型?/li>

例如:

一家网店测试了一N端品的49 元?59 元定h(hun)。经q?4 周的试Q他们发?strong>59 元的定价不仅没有媄(jing)响销量,反而能带来 20% 的收入增?/strong>Q因此他们坚持了下来?/p>

5Q?strong>热图和行为A/B试工具

查看用户点击、滚动和d的位|,以便(zhn)可以优化网站参与度?/strong>

  • Hotjar——热图、会(x)话记录和用户行ؓ(f)跟踪?/li>
  • Crazy Egg – |站元素的点击跟t和 A/B 试?/li>
  • FullStory——用于分析用户行ؓ(f)的高U会(x)话重播工兗?/li>

例如:

一个博客测试了两种不同?CTA 位置Q?/p>

  • AQ?/strong>面的CTA 按钮?/li>
  • BQ?/strong>面底部的CTA 按钮?/li>

Hotjar 的热图显C,90% 的访问者从未滚动到以看到底部?CTAQ因此他们将其移到更高的位置?/p>


没有 A/B 试工具Q你只能靠猜。这些工具可以帮助你q踪真实数据Q运行公q的试Qƈq行优化以获得更好的l果?/p>


接下来,让我们回一?strong>最常见?A/B 试错误以及(qing)如何避免它们?/p>

5. 常见?A/B 试错误Q以?qing)如何避免?/strong>

A/B 试理论上很?mdash;—改变一个点Q比较结果,选出最x案。但在实践中Q?strong>营销人员?x)犯很多错误Q导致数据不准确Q浪Ҏ(gu)?/strong>?/p>

以下是最常见?A/B 试错误以及(qing)如何避免q些错误Q?/p>

1Q同时测试太多东?/strong>

如果(zhn)同时更改多个元素(例如标题、按钮颜色和囑փQ,(zhn)将不知道哪个更改实际上产生了差?/strong>?/p>

修复它:(x)

一?/strong>试一个元素。先Ҏ(gu)题、按钮、图片分别进行测试?/p>

例如:

某品牌在 A/B 试?strong>同时更改?CTA 按钮和优惠信?/strong>。{化率实有所提升Q但他们q不清楚I竟?strong>按钮的更改v了作用,q是优惠信息本npvC作用?/p>

2Q过早停止测?/strong>

很多营销人员一看到效果兴奋不Ԍ立即l束 A/B 试。但早期数据q不可靠——试需要够的量和时间才能具有统计有效?/strong>?/p>

修复它:(x)

使用A/B 试计算?/strong>来确定在做出军_之前q行试的时间?/p>

例如:

Facebookq告试昄Q?strong>q告A在两天后取得了成功Q但点击量只?00?/strong>。他们让q告Aq行了整?strong>一周,l果q告B竟然?/strong>5000ơ点击量夺冠?/p>

3Q忽略统计显著?/strong>

版本 B 的{化率略高Q?/strong>q不意味着它真的更好。如果差异不hl计显著性,那么l果只是随机噪?/strong>?/p>

修复它:(x)

使用l计显著性计器Q如AB 试指南?strong>Evan Miller 的计器Q来认(zhn)的l果?/p>

例如:

?sh)子邮g主题行测试显C:(x)

  • 版本AQ?/strong>打开率ؓ(f)20.3%
  • 版本 BQ?/strong>打开率ؓ(f) 20.8%

如果没有l计意义Q这U微的差异q不意味着版本 B 实际上更?/strong>?/p>

4Q没有正细分受?/strong>

如果(zhn)的试受众不随Z不具有代表性,(zhn)的l果׃(x)存在偏差。例如,如果版本 A 主要面向Ud用户Q而版?B 主要面向桌面用户Q那么结果就不会(x)可靠?/p>

修复它:(x)

使用 A/B 试工具在各个版本之?strong>随机分配量Q以获取q净、无偏见的数据?/p>

例如:

一家电(sh)商^台在周末q行?A/B 试Q但其受众在工作日的行ؓ(f)有所不同。测试结果对于长期决{毫无帮助?/p>

5Q在没有明显差异的情况下宣布莯?/strong>

q每次试都能带来显著的改善。如果差异很或无法定Q?strong>请勿下结?mdash;—直接q行下一个测试即?/strong>?/p>

修复它:(x)

如果没有显著的赢?/strong>Q请试另一个元素或改进(zhn)的实验?/p>

例如:

一?SaaS 公司试了两?nbsp;转化率几乎相同的定h(hun)面。他们没有强q客户做出决定,而是转而测?strong>定h(hun)文案?/p>

6Q仅q行一个测试ƈ停止

A/B 试q一ơ性完?/strong>——今天有效的方法明天可能就无效?/strong>。受众行为、趋势和q_?x)随着旉而变化?/p>

修复它:(x)

?A/B 试视ؓ(f)一个持l的q程Q而不是一ơ性的实验?/p>

例如:

一个电(sh)子邮件营销团队在三月䆾扑ֈ了一个成功的邮g主题Q但却从未再ơ测试。到?strong>七月Q邮件打开率开始下降,但他们却没有意识到受众的偏好已经发生了变化?/p>


如果试内容q多、过早停止或忽略l计显著性,A/B 试l果毫无意?/strong>。遵循最?jng)_践,信Q数据Qƈ持箋试?strong>持箋改进?/p>


接下来,让我们看?strong>现实世界?A/B 试CZQ?/strong>看看哪些Ҏ(gu)真正有效?/p>

6. 真实世界?A/B 试CZQ实际有效吗Q)

理论上谈?A/B 试是一回事Q但让我们来看看那些l过试、P代ƈ取得巨大改进的真实公司?/strong>q些案例表明Q即使是微小的改变也能带?strong>转化率、点击量和收入的大幅提升?/strong>

CZ 1Q更?CTA 按钮颜色可转化率提?21%

试元素Q?/strong>登陆面上的 CTA 按钮颜色
公司Q?/strong> HubSpot

试内容Q?/strong>

HubSpot 想看看改?strong>CTA 按钮的颜?/strong>是否?x)?jing)响{化率。他们进行了以下试Q?/p>

  • 版本 AQ?/strong>l色按钮Q原始版本)
  • 版本BQ?/strong>U色按钮Q测试版Q?/li>

l果Q?/strong>

  • U色按钮?/strong>点击量比l色按钮?21% ?/strong>
  • 没有q行其他更改Q因此按钮颜色显然是D提升的原因?/li>

外卖Q?/strong>

色彩心理学很重要——CTA 的对比色可以使其更加H出。然而,qƈ不意味着U色L胜出——关键在于Ҏ(gu)|站设计试颜色?/p>

CZ 2Q更改单个主题行卛_佉K件打开率提?20%

试元素Q?/strong>?sh)子邮g主题?br>公司Q?/strong>一?SaaS 公司

试内容Q?/strong>

该公司希望更多h打开他们的促销邮g。他们进行了试Q?/p>

  • 版本 AQ?/strong> “试用我们的新功能——现已推出”
  • 版本 BQ?/strong> “q个新功能将改变你的工作方式”

l果Q?/strong>

  • B 版的打开率比 A ?strong>高出 20%?/strong>
  • “改变”q个词引起了好奇心和紧迫感?/li>

外卖Q?/strong>

文字很重要?strong>以情感驱动和Z好奇心的主题?/strong>可以显著提高打开率?/p>

CZ 3Q更改目标网늚标题可注册量翻?/strong>

试元素Q?/strong>登陆面标题
公司Q?/strong>一?SaaS 初创公司

试内容Q?/strong>

该公司希望提高注册率Q因此他们测试了两个标题Q?/p>

  • 版本 AQ?/strong> “型企业首?CRM”
  • 版本 BQ?/strong> “通过我们?CRM 达成 50% 以上的交?rdquo;

l果Q?/strong>

  • B 版的注册人数增加了一倍?/strong>
  • 具体的好处(“多达?50% 的交?rdquo;Q比泛泛的说法更能引起共鸣?/li>

外卖Q?/strong>

模糊的营销信息无法?strong>具体的、以利益为导向的标题那样产生良好的{化效果?/p>

CZ 4QA/B 试q告文案点ȝ提高?15%

试元素Q?/strong> Google Ads 标题
公司Q?/strong>某电(sh)商品?/p>

试内容Q?/strong>

他们想看看哪U类型的 Google q告文案效果更好Q?/p>

  • 版本 AQ?/strong> “选购最佌?- ?ji)折优?rdquo;
  • 版本 BQ?/strong> “跑步者喜Ƣ这双鞋——?ji)折优?rdquo;

l果Q?/strong>

  • B 版的点击率高?15%?/li>
  • “跑步者喜Ƣ这些鞋”q句话vCC会(x)证明的作用,使广告更具吸引力?/li>

外卖Q?/strong>

Z?strong>C会(x)认同和情感诉?/strong>的反应比一般的产品描述更强烈?/p>

CZ 5Q简单的表单更改使潜在客户增加了 30%

试元素Q?/strong>引导表单设计
公司Q?/strong>一?B2B 软g公司

试内容Q?/strong>

该公司希望更多h填写他们的潜在客戯单。他们进行了试Q?/p>

  • 版本 AQ?/strong>包含7 个必填字D늚表格
  • 版本 BQ包?/strong>3 个必填字D늚表单

l果Q?/strong>

  • 较短的Ş?/strong>使潜在客户增加了30%?/li>
  • 额外的字D会(x)造成摩擦Q因此删除它们会(x)使注册变得更Ҏ(gu)?/li>

外卖Q?/strong>

更少的摩?更高的{化率?/strong>如果(zhn)的表单、结账页面或潜在客户开发流E过于复杂,(zhn)就?x)失L在客戗?/p>


q些真实?A/B 试CZ表明Q?/p>

  • 微小的调整可以带来巨大的改进?/strong>
  • 正确的信息传递可以转化率翻倍?/strong>
  • 每个观众的反应都不同Q所以一定要q行试?/strong>

不要猜测Q?strong>今天开始运?A/B 试Q让数据指导(zhn)的决策?/p>

最后的xQ停止猜,开始测?/strong>

A/B 试不是q行随机更改Q而是Z真实数据q行q代、优化和提高性能?/p>

本指南的要点Q?/strong>

  • 一ơ测试一个元?/strong>以获得明的l果?/li>
  • 不要q早停止试——l它们时间收集有意义的数据?/li>
  • 使用 A/B 试工具来自动化和跟t结果?/li>
  • 定期q行试——今天有效的方法六个月后可能就无效了?/li>

营销的精髓在?strong>持箋改进。无论是行动号召 (CTA)、邮件标题、广告还是定L(fng)略,都要q行试Q信赖数据,q不断优化,以获得更x果?/strong>

现在轮到你了——你要q行 A/B 试的第一件事是什么?

C妙微(www.soiayq.cn )是一家专注而深入的界面设计公司Qؓ(f)期望卓越的国内外企业提供卓越的大数据可视化界面设计、B端界面设计、桌面端界面设计、APP界面设计、图标定制、用户体验设计、交互设计、UI咨询、高端网站设计、^面设计,以及(qing)相关的Y件开发服务,咨询?sh)话Q?1063334945。我们徏立了一个微信群Q每天分享国内外优秀的设计,有兴请加入一起学?fn)成长,咨询及(qing)进请加蓝助微信ben_lanlan
]]> Fri, 04 Jul 2025 02:04:34 +0000 杰睿 http://www.soiayq.cn/blog/post-13537.html busuu 如何提升Ud订阅收入?4 个经验教?/title> <link>http://www.soiayq.cn/blog/post-13538.html</link> <description><![CDATA[<div id="47yptkvpzsw" class="wysiwyg-content blog-wysiwyg"> <p>在今q旧金山举行?a target="_blank" rel="noopener noreferrer">Mobilize 大会(x)</a>上,我们深入探讨了一些我们最喜欢的品牌如何用数据、实验和行ؓ(f)U学来增强其客户在网l和Udq_上的数字体验?/p> <p><a target="_blank" rel="noopener noreferrer">Antoine Sakho 是busuu</a>的品负责h。busuu 是一家总部位于伦敦的公司,致力于开发语a学习(fn)应用Q迄今已服务于全球超q?7500 万h。他们的梦想是让M人都能随旉地通过个性化评学习(fn)一门新语言Qƈ通过与母语h士的互动来丰富学?fn)内宏V?/p> <p>Antoine 向我们深入介l了 busuu 的订阅优化策略,q让 Mobilize 的观众亲眼目睹了他们的收入方E式和实验策略,q些{略可能?x)对?zhn)的Ud订阅收入产生直接影响?/p> <p>Antoine 首先引用?App Annie 最q的一份报告,该报告显C,2016 q全球十大畅销应用中,?8 个是<em>免费增倹{基于订阅的</em>应用。这表明Q如果用户发C的应用内Ҏ(gu)价|他们更愿意{向基于订阅的定h(hun)模式?/p> <p>直到2014q夏天,busuu应用才提供应用内购买功能Q可以解锁特定语a的特定别?014q之后,他们改用订阅模式Q提供月度、半q和q度套餐Q以阅因其可重复使用的特性,自然而然地拥有更高的ln价|从而增加收入。然而,未经严格试Q他们发C实ƈ非如?hellip;…</p> <p>引入订阅付款后,购买转化率下降了 75%Q?/p> <blockquote> <p>“虽然~慢但稳步,q且l过多次实验Q我们的转化率开始呈上升势Q直臌到{换之前的水^?rdquo;</p> </blockquote> <p>安托万指出,当你辑ֈ与应用内购买cM的购买{化率水^Ӟ׃订阅的重复性,你实际上可以通过订阅获得更高的复合收入?/p> <blockquote> <p>“回想hQ从应用内购买到订阅的{变是痛苦?mdash;—但从长远来看l对是值得的?rdquo;</p> </blockquote> <p>该团队科学地解决了这个问题,订阅收入视Z下等式:(x)</p> <p><strong>订阅收入=z跃订阅者数量x订阅者^均生命周期h(hun)?/strong></p> <p><img class="aligncenter" src="https://apptimize.com/wp-content/uploads/2017/12/busuu-1-1.jpeg" alt="订阅" width="1368" height="548"></p> <p>Antoine q一步细分了方程式:(x)安装ơ数、{化率、^均订单h(hun)值和l订率,q些优?busuu 的整体订阅收入数字?/p> <p>注意Q?em>许多安装{略都是在应用程序环境之外进行测试的?/em></p> <p>Antoine首先解释了提高购买{化率的两U策略及(qing)其相应的{略Q?/p> <ol> <li>通过内容锁定和\标等{略增加付费墙观看次?/li> <li>通过折扣和品营销{策略改善支付渠?/li> </ol> <p>他描qC影响q_订单价值的两种{略和战术:(x)</p> <ol> <li> 通过制定长期计划来改变品组?/li> <li>使用hҎ(gu)测试提高h(hun)?/li> </ol> <p>最后,他解释了 busuu 如何通过分支取消程来提高箋订率Q该程提供帮助和支持、提供最后机?x)折扣以及(qing)提供暂停订阅的功能?/p> <p>以下是我们从 busuu 中学到的 4 大经验教训以?qing)(zhn)可以立即开始测试的{略Q?/p> <ol> <li><strong>转化率优化策略:(x)内容锁定</strong></li> </ol> <blockquote> <p>“你怎么知道锁定量是太多q是太少Q答案就?A/B 试?rdquo;</p> </blockquote> <p>该团队测试了仅限高用户讉K所有语a的功能?/p> <p>此前?busuu 上,免费用户可以随意切换M语言Q但每次使用旉?x)遇到内容被锁定的情c(din)?/p> <p><strong>假设</strong>Q同时学?fn)多U语a的铁杆免贚wU用户将升以l学?fn)?/p> <p><strong>l果</strong>Q高U用户参与者的转化率提高了 83%Q大U?20% 的用户学?fn)?1 U以上的语言Q?mdash;—q是他们在数百次实验中看到的最强效果之一Q?/p> <p><strong>l验教训</strong>Q如果?zhn)拥有一l有限的免费高用户Q他们表现出非常Ҏ(gu)的内Ҏ(gu)费行为,误(g)虑锁定对该内容的访问权限,(zhn)可能会(x)看到转化率的显著提高?/p> <blockquote> <p>“我们仍在 busuu 上试验内定w?mdash;—q是一个永无止境的旅程——q且正在努力Ҏ(gu)我们构徏的预{化模型所评估的用戯{化可能性来动态地锁定和解锁内宏V?rdquo;</p> </blockquote> <p><img class="alignnone" src="https://apptimize.com/wp-content/uploads/2017/12/busuu-2.jpeg" alt="busuu l果" width="1036" height="758"></p> <p>2.<strong>改进支付漏斗{略Q折?/strong></p> <p>2017 q?4 月,busuu 开始尝试仅?12 个月的计划提?50% 的折扣,而不?30% 的折扣?/p> <p><strong>假设</strong>Q他们每销售一个边际单位的成本实际上ؓ(f) 0——他们可以折扣?90%Q所以他们尝试了一下?/p> <p><strong>成果</strong>Q随着用户选择长期套餐Q他们的转化率提升了 40%Q预订量也增加了 88%。这是因为折扣的增加使得长期套餐看v来更实惠?/p> <p><strong>l验教训</strong>Q如果?zhn)能够通过仅针对这些计划提供折扣来吸引用户选择长期计划Q那么更高的折扣率ƈ不一定意味着更少的收入?/p> <blockquote> <p>从那时vQ我们一直在q一步尝试折扣,其是由某种用户行ؓ(f)Q例如连l购买或完成一pdzdQ触发的折扣。这U方法非常成功,我们?x)l测试?/p> </blockquote> <p><img class="alignnone" src="https://apptimize.com/wp-content/uploads/2017/12/busuu-3-1.jpeg" alt="busuu 折扣" width="978" height="1024" loading="lazy"></p> <p>3. 调整产品l合q提高h(hun)格策略:(x)hl分和h(hun)格测?/p> <p><strong>假设</strong>Q他们进行了一实验,旨在通过分解q费来激q户选择包年套餐。几q前Q年费就已经分解为等值的月费——也就是说Q他们不再显C?60 元/q_(d)而是在Mh(hun)上方昄 5 元/月。这是一U非常常见的做法Q目的是客户固定在较低的h(hun)gQƈ使包q套相Ҏ(gu)具吸引力。仅凭这一点,他们发现包q套的购买量增长了 12%?/p> <p>现在Q他们想q一步尝试将q度h分解为每周和每日的h(hun)根{?/p> <p><strong>l验教训</strong>Qh(hun)格细分得细Q从长期Ҏ(gu)到短期方案的“节省”p。例如,q度Ҏ(gu)每月 5 英镑Q月度方案每?10 英镑Q而年度方案每?0.16 英镑Q月度方案每?0.33 英镑。由于节省金额的差异看v来小得多Q它改变了节省金额和取消灉|性之间的权衡Qƈ促用户选择短期Ҏ(gu)Q从而降低L入。请务必试(zhn)的hl分Q?/p> <p>同样Q测试h(hun)g臛_重要Q因为只要h(hun)g涨不?x)导致{化率出现同等或更大幅度的下降Q?zhn)有可能获得增量收入。了解?zhn)的h(hun)格弹性?/p> <p>4.<strong>挽回取消订单的策略:(x)帮助、暂停和折扣</strong></p> <p><strong>假设</strong>Q通过提供包含多种挽回{略的多步骤程来防止用户取?/p> <p><strong>试程</strong>Q?/p> <p>当用户完成取消流E时Q他们会(x)看到Q?/p> <ul> <li>帮助屏幕询问用户是否需要一些服务帮?/li> <li>如果用户l箋取消Q另一个屏q会(x)昄Q如果他们l入住,则会(x)提供折扣</li> <li>如果用户取消了订单,pȝ?x)蟩转至另一个页面询问他们取消订单的原因Qbusuu 从中攉C关于用户失原因的可靠数据)。然后,程出现分支Q?<ul> <li>如果用户选择“免费选项Ҏ(gu)来说已经_?rdquo;Q他们会(x)看到最后一个屏q,提醒他们高?x)员的好处以及(qing)取消?x)员后?x)失M?/li> <li>如果用户选择“我想更改我的订阅”——busuu 意识到有些用户取消订阅是因ؓ(f)他们惛_计划廉Q因此他们向他们提供了这样做的选项</li> <li>如果用户选择“我太?rdquo;Qbusuu ?x)让他们暂停订?/li> <li>如果用户仍然选择取消Qbusuu 最l会(x)向他们显CZ个确认屏q和一个按钮,点击该按钮即可结束订?/li> </ul> </li> </ul> <p><strong>l果</strong>Q?/p> <p>通过此流E,我们避免了近 30% 的取消!</p> <p><strong>l验教训</strong>Q?/p> <p>努力了解订阅者取消的原因Qƈ试通过解决可能原因的多步骤程来挽救他们?/p> <p><img class="aligncenter" src="https://apptimize.com/wp-content/uploads/2017/12/busuu-4.jpeg" alt="赢回" width="1296" height="768" loading="lazy"></p> <p>查看我们?Mobilize 2017 _ֽ片段Q?/p> <p><iframe title="Mobilize 2017 亮点" src="https://www.youtube.com/embed/UMrddUMygXk?feature=oembed" width="640" height="360" frameborder="0" allow="accelerometer; 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