{"id":3696,"date":"2019-11-08T15:52:53","date_gmt":"2019-11-08T08:52:53","guid":{"rendered":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/?p=3696"},"modified":"2022-10-15T22:47:49","modified_gmt":"2022-10-15T15:47:49","slug":"10-quy-tac-vang-de-xay-dung-mot-landing-page-hieu-qua","status":"publish","type":"post","link":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/10-quy-tac-vang-de-xay-dung-mot-landing-page-hieu-qua\/","title":{"rendered":"10 quy t\u1eafc v\u00e0ng \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t landing page hi\u1ec7u qu\u1ea3"},"content":{"rendered":"

T\u1eeb n\u1ed9i dung \u0111\u1ebfn b\u1ed1 c\u1ee5c, landing page c\u1ee7a b\u1ea1n c\u1ea7n ph\u1ea3i \u0111\u1ea1i di\u1ec7n \u0111\u01b0\u1ee3c cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ban. Th\u1ef1c hi\u1ec7n 10 quy t\u1eafc v\u00e0ng n\u00e0y s\u1ebd gi\u00fap landing page c\u1ee7a b\u1ea1n \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 mong mu\u1ed1n.<\/span><\/strong><\/p>\n

Susan Gunelius<\/strong> \u2013 Chuy\u00ean gia Marketing, Branding, Copywriting, Email and Social Media<\/em><\/p>\n

B\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y l\u00e0 tr\u00edch t\u1eeb cu\u1ed1n s\u00e1ch Ultimate Guide to Email Marketing for Business<\/a> c\u1ee7a Susan Gunelius.<\/p>\n

Landing page c\u1ee7a b\u1ea1n n\u00ean ch\u1ee9a m\u1ed9t opt-in form (bi\u1ec3u m\u1eabu \u0111\u0103ng k\u00fd th\u00f4ng tin) \u0111\u1ec3 t\u1ea1o kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. \u0110\u1ec3 ph\u00e1t tri\u1ec3n landing page, b\u1ea1n c\u1ea7n hi\u1ec3u c\u00e1ch t\u1ea1o c\u00e1c thi\u1ebft k\u1ebf v\u00e0 n\u1ed9i dung sao cho ng\u01b0\u1eddi \u0111\u1ecdc c\u1ea3m th\u1ea5y lead magnet (t\u1ea1m d\u1ecbch: nam ch\u00e2m thu h\u00fat kh\u00e1ch h\u00e0ng – qu\u00e0 t\u1eb7ng ho\u1eb7c gi\u00e1 tr\u1ecb m\u00e0 b\u1ea1n t\u1eb7ng ng\u01b0\u1eddi \u0111\u1ecdc \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y m\u1ed9t \u0111\u0103ng k\u00fd email) c\u1ee7a b\u1ea1n th\u1ef1c s\u1ef1 h\u1ea5p d\u1eabn \u0111\u1ebfn n\u1ed7i h\u1ecd s\u1eb5n s\u00e0ng \u0111i\u1ec1n th\u00f4ng tin v\u00e0o opt-in form c\u1ee7a b\u1ea1n. \u0110\u1ec3 \u0111\u1ea3m b\u1ea3o landing page c\u1ee7a b\u1ea1n mang l\u1ea1i k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t, h\u00e3y l\u00e0m theo 10 quy t\u1eafc thi\u1ebft k\u1ebf sau:<\/span><\/p>\n

1. Ch\u1ec9 t\u1eadp trung v\u00e0o m\u1ed9t m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3<\/span><\/strong><\/p>\n

Landing page c\u1ee7a b\u1ea1n n\u00ean c\u00f3 m\u1ed9t m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3: m\u1ed9t s\u1ed1 lo\u1ea1i h\u00e0nh \u0111\u1ed9ng m\u00e0 b\u1ea1n mu\u1ed1n kh\u00e1ch truy c\u1eadp th\u1ef1c hi\u1ec7n. \u0110\u1ec3 t\u1ea1o kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, h\u00e0nh \u0111\u1ed9ng \u0111\u00f3 ch\u00ednh l\u00e0 ho\u00e0n th\u00e0nh v\u00e0 g\u1eedi opt-in form hi\u1ec3n th\u1ecb tr\u00ean trang. Tr\u01b0\u1edbc khi t\u1ea1o landing page, h\u00e3y t\u1ef1 h\u1ecfi b\u1ea1n mu\u1ed1n kh\u00e1ch truy c\u1eadp \u0111\u1ebfn trang c\u1ee7a b\u1ea1n l\u00e0m nh\u1eefng g\u00ec. Landing page ch\u1ec9 n\u00ean n\u00f3i v\u1ec1 duy nh\u1ea5t h\u00e0nh \u0111\u1ed9ng \u0111\u00f3 v\u00e0 ch\u1ec9 k\u00eau g\u1ecdi kh\u00e1ch truy c\u1eadp th\u1ef1c hi\u1ec7n duy nh\u1ea5t h\u00e0nh \u0111\u1ed9ng \u0111\u00f3.<\/span><\/p>\n

2. \u01afu ti\u00ean \u0111\u1eb7t th\u00f4ng tin quan tr\u1ecdng nh\u1ea5t t\u1ea1i v\u1ecb tr\u00ed \u201cabove the fold\u201d<\/span><\/strong><\/p>\n

\u0110\u1eebng khi\u1ebfn kh\u00e1ch truy c\u1eadp ph\u1ea3i k\u00e9o m\u00e0n h\u00ecnh xu\u1ed1ng m\u1edbi th\u1ea5y \u0111\u01b0\u1ee3c th\u00f4ng tin quan tr\u1ecdng. C\u00e1c th\u00f4ng \u0111i\u1ec7p quan tr\u1ecdng nh\u1ea5t c\u1ee7a b\u1ea1n ph\u1ea3i n\u1eb1m \u1edf v\u1ecb tr\u00ed tr\u00ean n\u1ebfp g\u1ea5p m\u00e0n h\u00ecnh (avove the fold) \u0111\u1ec1 kh\u00e1ch truy c\u1eadp kh\u00f4ng c\u00f3 b\u1ea5t c\u1ee9 c\u01a1 h\u1ed9i n\u00e0o b\u1ecf l\u1ee1 ch\u00fang. Xuy\u00ean su\u1ed1t ph\u1ea7n c\u00f2n l\u1ea1i c\u1ee7a trang, \u0111\u1eb7t nh\u1eefng th\u00f4ng \u0111i\u1ec7p c\u00f3 t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd t\u1ea1i c\u00e1c v\u1ecb tr\u00ed n\u1ed5i b\u1eadt. T\u1ea1i nh\u1eefng ch\u1ed7 c\u00f2n l\u1ea1i tr\u00ean trang, cung c\u1ea5p c\u00e1c th\u00f4ng tin h\u1ed7 tr\u1ee3 quan tr\u1ecdng. Nh\u1edb l\u1eb7p l\u1ea1i c\u00e1c th\u00f4ng \u0111i\u1ec7p c\u00f3 t\u00e1c \u0111\u1ed9ng l\u1edbn v\u00e0 c\u00f3 t\u00ednh \u0111\u1ecbnh h\u01b0\u1edbng h\u00e0nh \u0111\u1ed9ng \u0111\u1ec3 th\u00fac \u0111\u1ea9y kh\u00e1ch truy c\u1eadp t\u01b0\u01a1ng t\u00e1c khi \u0111\u1ecdc.<\/span><\/p>\n

3. Vi\u1ebft ti\u00eau \u0111\u1ec1 th\u1eadt h\u1ea5p d\u1eabn<\/span><\/strong><\/p>\n

Ti\u00eau \u0111\u1ec1 tr\u00ean landing page c\u1ee7a b\u1ea1n n\u00ean tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c c\u00e2u h\u1ecfi quan tr\u1ecdng nh\u1ea5t c\u1ee7a copywriting. \u0110\u00e2y l\u00e0 c\u00e2u h\u1ecfi m\u00e0 m\u1ecdi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng s\u1ebd ngh\u0129 t\u1edbi khi truy c\u1eadp v\u00e0o trang c\u1ee7a b\u1ea1n: \u201c\u1ede \u0111\u00e2y c\u00f3 g\u00ec cho t\u00f4i?\u201d H\u00e3y th\u1eadt r\u00f5 r\u00e0ng v\u00e0 c\u00f4 \u0111\u1ecdng. Ti\u00eau \u0111\u1ec1 n\u00ean khi\u1ebfn kh\u00e1ch truy c\u1eadp n\u00ean hi\u1ec3u ngay r\u1eb1ng \u00a0th\u00f4ng tin tr\u00ean trang c\u1ee7a b\u1ea1n s\u1ebd gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 c\u1ee7a h\u1ecd, v\u00e0 r\u1eb1ng h\u1ecd s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c gi\u1ea3i ph\u00e1p khi h\u1ecd click chu\u1ed9t v\u00e0 th\u1ef1c hi\u1ec7n CTA (l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng) (ch\u1eb3ng h\u1ea1n nh\u01b0 ho\u00e0n t\u1ea5t opt-in form c\u1ee7a b\u1ea1n).<\/span><\/p>\n

4. Cung c\u1ea5p l\u1ee3i \u00edch c\u1ee5 th\u1ec3 cho \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n<\/span><\/strong><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng quan t\u00e2m \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c c\u00f4ng ty. H\u1ecd quan t\u00e2m \u0111\u1ebfn c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00f4ng ty c\u00f3 th\u1ec3 gi\u00fap h\u1ecd ho\u1eb7c l\u00e0m cho cu\u1ed9c s\u1ed1ng c\u1ee7a h\u1ecd t\u1ed1t h\u01a1n ho\u1eb7c d\u1ec5 d\u00e0ng h\u01a1n. V\u1edbi \u00fd ngh\u0129 \u0111\u00f3, landing page c\u1ee7a b\u1ea1n c\u1ea7n n\u00eau r\u00f5 c\u00e1c l\u1ee3i \u00edch m\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c khi h\u1ecd tham gia v\u00e0o lead magnet. H\u1ecd c\u00f3 \u0111\u01b0\u1ee3c ti\u1ebft ki\u1ec7m th\u1eddi gian hay ti\u1ec1n b\u1ea1c kh\u00f4ng? N\u00f3 c\u00f3 khi\u1ebfn h\u1ecd gi\u1ea3m\u00a0 c\u0103ng th\u1eb3ng ho\u1eb7c c\u1ea3m th\u1ea5y y\u00ean t\u00e2m h\u01a1n kh\u00f4ng? Li\u1ec7u h\u1ecd c\u00f3 ki\u1ebfm \u0111\u01b0\u1ee3c th\u00eam kh\u00e1ch h\u00e0ng c\u1ee7a ri\u00eang h\u1ecd hay ki\u1ebfm \u0111\u01b0\u1ee3c nhi\u1ec1u ti\u1ec1n h\u01a1n hay kh\u00f4ng? H\u00e3y \u0111\u1ea3m b\u1ea3o h\u1ecd c\u00f3 th\u1ea5y r\u00f5 c\u00e1c l\u1ee3i \u00edch m\u00e0 kh\u00f4ng c\u00f3 b\u1ea5t k\u1ef3 m\u01a1 h\u1ed3 n\u00e0o.<\/span><\/p>\n

\"\"<\/p>\n

5. Gi\u1ea3i th\u00edch r\u00f5 c\u00e1c t\u00ednh n\u0103ng m\u00e0 b\u1ea1n mu\u1ed1n nh\u1ea5n m\u1ea1nh<\/span><\/strong><\/p>\n

Nh\u1eefng t\u00ednh n\u0103ng n\u1ed5i tr\u1ed9i nh\u1ea5t m\u00e0 b\u1ea1n mu\u1ed1n nh\u1ea5n m\u1ea1nh v\u1ec1 lead magnet c\u1ee7a m\u00ecnh l\u00e0 g\u00ec? H\u00e3y cung c\u1ea5p m\u1ed9t danh s\u00e1ch c\u00e1c t\u00ednh n\u0103ng \u0111\u00f3, v\u00ed d\u1ee5 nh\u01b0 danh s\u00e1ch c\u00e1c ch\u01b0\u01a1ng c\u1ee7a m\u1ed9t cu\u1ed1n s\u00e1ch \u0111i\u1ec7n t\u1eed ho\u1eb7c danh s\u00e1ch c\u00e1c ch\u1ee7 \u0111\u1ec1 s\u1ebd \u0111\u01b0\u1ee3c n\u00f3i \u0111\u1ebfn trong m\u1ed9t h\u1ed9i th\u1ea3o. L\u1ee3i \u00edch l\u00e0 th\u1ee9 gi\u00fap ta b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng, nh\u01b0ng ch\u00ednh nh\u01b0ng t\u00ednh n\u0103ng m\u1edbi l\u00e0 th\u1ee9 ch\u1ee9ng minh r\u1eb1ng lead magnet c\u1ee7a b\u1ea1n c\u00f3 kh\u1ea3 n\u0103ng cung c\u1ea5p cho kh\u00e1ch h\u00e0ng l\u1ee3i \u00edch.<\/span><\/p>\n

6. Cung c\u1ea5p m\u1ed9t CTA r\u00f5 r\u00e0ng v\u00e0 l\u1eb7p l\u1ea1i n\u00f3 nhi\u1ec1u l\u1ea7n<\/span><\/strong><\/p>\n

B\u1ea1n mu\u1ed1n kh\u00e1ch truy c\u1eadp l\u00e0m g\u00ec khi h\u1ecd truy c\u1eadp landing page c\u1ee7a b\u1ea1n? \u0110\u1ec3 t\u1ea1o kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, c\u00f3 l\u1ebd b\u1ea1n s\u1ebd mu\u1ed1n h\u1ecd ho\u00e0n th\u00e0nh m\u1ed9t opt-in form v\u00e0 cung c\u1ea5p \u0111\u1ecba ch\u1ec9 email c\u1ee7a h\u1ecd. CTA n\u00e0y ph\u1ea3i th\u1eadt s\u1ef1 r\u00f5 r\u00e0ng. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 n\u00f3 n\u00ean xu\u1ea5 hi\u1ec7n \u00edt nh\u1ea5t 2 l\u1ea7n t\u1ea1i v\u1ecb tr\u00ed ph\u00eda tr\u00ean n\u1ebfp g\u1ea5p (above the fold) v\u00e0 \u1edf cu\u1ed1i trang c\u1ee7a b\u1ea1n.<\/p>\n

7. Th\u00eam h\u00ecnh \u1ea3nh v\u00e0 video li\u00ean quan<\/span><\/strong><\/p>\n

H\u00ecnh \u1ea3nh v\u00e0 video kh\u00f4ng ch\u1ec9 gi\u00fap trang c\u1ee7a b\u1ea1n s\u1eb7c s\u1ee1 v\u00e0 thu h\u00fat h\u01a1n, m\u00e0 n\u00f3 c\u00f2n truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p c\u1ee7a b\u1ea1n \u0111\u1ebfn kh\u00e1ch truy c\u1eadp m\u1ed9t c\u00e1ch tr\u1ef1c quan. Bi\u1ec3u \u0111\u1ed3, bi\u1ec3u t\u01b0\u1ee3ng, \u1ea3nh ch\u1ee5p m\u00e0n h\u00ecnh, b\u00eca ebook, trang tr\u00ecnh b\u00e0y, h\u00ecnh \u1ea3nh danh s\u00e1ch,v.v. kh\u00f4ng ch\u1ec9 cung c\u1ea5p th\u00f4ng tin b\u1ed5 sung cho kh\u00e1ch truy c\u1eadp m\u00e0 c\u00f2n k\u00edch th\u00edch s\u1ef1 h\u1ee9ng th\u00fa c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi lead magnet c\u1ee7a b\u1ea1n, nh\u1edd \u0111\u00f3 gi\u00fap t\u0103ng ni\u1ec1m tin c\u1ee7a kh\u00e1ch truy c\u1eadp c\u0169ng nh\u01b0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i.<\/span><\/p>\n

\u00a0<\/strong>
\n8. S\u1eed d\u1ee5ng \u0111\u1ecbnh d\u1ea1ng th\u00edch h\u1ee3p cho tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng c\u1ee5 th\u1ec3<\/span><\/strong><\/p>\n

Kh\u00f4ng \u0111\u01b0\u1ee3c khi\u1ebfn kh\u00e1ch truy c\u1eadp ph\u00e2n t\u00e2m kh\u1ecfi CTA c\u1ee7a b\u1ea1n. V\u00ec v\u1eady, h\u00e3y x\u00f3a thanh \u0111i\u1ec1u h\u01b0\u1edbng v\u00e0 b\u1ea5t k\u1ef3 li\u00ean k\u1ebft, h\u00ecnh \u1ea3nh ho\u1eb7c v\u0103n b\u1ea3n kh\u00f4ng li\u00ean quan n\u00e0o kh\u00e1c tr\u00ean website c\u1ee7a b\u1ea1n. Thi\u1ebft k\u1ebf c\u1ee7a b\u1ea1n n\u00ean s\u1eed d\u1ee5ng m\u1ed9t c\u1ed9t \u0111\u01a1n v\u00e0 nhi\u1ec1u kho\u1ea3ng tr\u1eafng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o c\u00e1c th\u00f4ng \u0111i\u1ec7p ch\u00ednh d\u1ec5 nh\u1eadn di\u1ec7n. Xuy\u00ean su\u1ed1t trang, s\u1eed d\u1ee5ng c\u00e1c g\u1ea1ch \u0111\u1ea7u d\u00f2ng, ti\u00eau \u0111\u1ec1 v\u00e0 ti\u00eau \u0111\u1ec1 ph\u1ee5 \u0111\u1ec3 h\u01b0\u1edbng d\u1eabn kh\u00e1ch truy c\u1eadp th\u1ef1c hi\u1ec7n h\u00e0nh \u0111\u1ed9ng. Lu\u00f4n \u0111\u1eb7t m\u1ed9t banner l\u1edbn \u1edf tr\u00ean \u0111\u1ea7u trang. \u00a0H\u00ecnh \u1ea3nh banner n\u00ean l\u00e0 h\u00ecnh \u1ea3nh th\u1ec3 hi\u1ec7n c\u00e1c lead magnet, nh\u01b0 v\u1eady, kh\u00e1ch truy c\u1eadp c\u00f3 th\u1ec3 th\u1ea5y ngay h\u1ecd s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec n\u1ebfu cung c\u1ea5p \u0111\u1ecba ch\u1ec9 email.<\/span><\/p>\n

9. Cung c\u1ea5p b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i<\/span><\/strong><\/p>\n

M\u1ed9t trong nh\u1eefng c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 t\u1ea1o ni\u1ec1m tin v\u1edbi kh\u00e1ch truy c\u1eadp l\u00e0 \u0111\u01b0a c\u00e1c \u0111\u00e1nh gi\u00e1 v\u00e0o trang c\u1ee7a b\u1ea1n. Lo\u1ea1i b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i n\u00e0y khi\u1ebfn kh\u00e1ch truy c\u1eadp c\u1ea3m th\u1ea5y lead magnet c\u1ee7a b\u1ea1n \u0111\u1ee7 gi\u00e1 tr\u1ecb \u0111\u1ec3 khi\u1ebfn h\u1ecd cung c\u1ea5p \u0111\u1ecba ch\u1ec9 email. N\u1ebfu kh\u00e1ch truy c\u1eadp bi\u1ebft r\u1eb1ng c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi kh\u00e1c \u0111\u00e3 h\u00e0i l\u00f2ng v\u1edbi lead magnet c\u1ee7a b\u1ea1n, h\u1ecd s\u1ebd ngh\u0129 r\u1eb1ng h\u1ecd c\u0169ng s\u1ebd h\u00e0i l\u00f2ng. Nh\u1edd \u0111\u00f3, c\u00f3 kh\u1ea3 n\u0103ng cao l\u00e0 h\u1ecd th\u1ef1c hi\u1ec7n theo CTA c\u1ee7a b\u1ea1n v\u00e0 ho\u00e0n th\u00e0nh opt-in form.<\/span><\/p>\n

10. T\u1ea1o m\u1ed9t opt-in form \u0111\u01a1n gi\u1ea3n v\u00e0 d\u1ec5 th\u1ef1c hi\u1ec7n<\/span><\/strong><\/p>\n

\u0110\u1ec3 t\u0103ng chuy\u1ec3n \u0111\u1ed5i, h\u00e3y khi\u1ebfn bi\u1ec3u m\u1eabu \u0111\u01a1n gi\u1ea3n v\u1edbi c\u00e0ng \u00edt tr\u01b0\u1eddng c\u00e0ng t\u1ed1t. Opt-in form ch\u1ec9 v\u1edbi m\u1ed9t tr\u01b0\u1eddng email s\u1ebd mang l\u1ea1i k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t, t\u1ef7 l\u1ec7 \u0111i\u1ec1n bi\u1ec3u m\u1eabu \u0111\u0103ng k\u00fd c\u1ee7a b\u1ea1n s\u1ebd \u00a0t\u1ef7 l\u1ec7 ngh\u1ecbch v\u1edbi s\u1ed1 tr\u01b0\u1eddng m\u00e0 b\u1ea1n th\u00eam v\u00e0o.<\/span><\/p>\n

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C\u00e1c kh\u00f3a h\u1ecdc c\u00f9ng ch\u1ee7 \u0111\u1ec1<\/span><\/strong><\/em><\/p>\n

M\u1eddi b\u1ea1n tham kh\u1ea3o:<\/p>\n

DIGITAL MARKETING D\u00c0NH CHO CH\u1ee6 DOANH NGHI\u1ec6P, CEO V\u00c0 STARTUP<\/a><\/strong><\/span> (GV: Greg Gottfried<\/a><\/strong><\/span>)<\/p>\n