Product operation: How to effectively increase click-through rate?

When UI designers are working on requirements, they often receive requests with the goal of increasing click-through rate.

To increase the click-through rate, the first reaction of designer friends is to enhance the visual focus of the operation function, thereby strengthening the functional operation and increasing the click-through rate.

How to systematically improve click-through rate? I have summarized 4 directions here. You will definitely gain something after reading them.

The outline of this article is as follows:

1. Layout design

2. Copywriting design

3. Guide design

4. Create a sense of scene

1. Layout Design

Different layouts will have a great impact on click-through rate.

The more obvious the action button layout, the higher the click-through rate.

Weibo places Send Weibo in the drop-down menu. Only when the user clicks the plus sign, a drop-down menu appears, and clicks Post on Weibo, can the process of writing a Weibo be carried out.

In order to encourage users to post on Twitter, Twitter makes the publish button float above the content area of ​​the homepage. Judging from the layout alone, Twitter's approach significantly increases click-through rate.

Weibo will add the button without floating it in the content area like Twitter, which is based on the platform positioning.

Weibo is more of a platform for big Vs to speak, and ordinary users read big Vs’ Weibo posts rather than post them. Twitter is more about encouraging ordinary users to tweet.

Generally speaking, layouts with high click-through rates are:

1. The click rate of floating buttons in the content area is higher than that of fixed position buttons

The click rate of the position in the front of the visual flow is higher than that of the position in the back of the visual flow

3. The click rate of face buttons is higher than that of line buttons, and that of line buttons is higher than that of text buttons

2. Copywriting design

The quality of the copy affects the user's click rate.

Just like an article in a public account, if the title is well written, the number of readers will be high. If the title is poorly chosen, the number of readers will be very low.

Take the button copy as an example. The purchase button copy in Figure 1 is "Grab it now". The purchase button in Figure 2 reads "Get a coupon to purchase", and the price after coupon is ¥2499. The text in Figure 2 contains interest points and is more tempting to click than Figure 1.

If you want to increase the click rate of a button through copywriting, there are generally three ways:

1. Strengthen the interest points to motivate users to click

2. Strengthen the sense of scarcity and create a sense of urgency

3. The copy is easy to understand, in line with user cognition, and easy for users to understand

3. Guide Design

This design can greatly increase the click-through rate by guiding users to click through floating bubbles, dynamic effects, etc.

Toutiao aims to increase push opening rate. When a pop-up window appears, use dynamic guidance prompts to guide users to click to enable push notifications.

In Pinduoduo’s bargaining and free gift interface, the main button will change in size to guide users to click the button and increase the click-through rate.

4. Create a sense of scene

Through atmosphere and scene creation. Make users feel familiar and friendly, thereby increasing click-through rate.

As shown in the figure below, design a search function that calls Baidu.

As shown in the figure below, there are two solutions. Figure 1 is a common search box, in which the user enters keywords.

Figure 2 is the same as Baidu search. The user's familiarity and intimacy are more obvious, and the solution in Figure 2 can further increase the user's desire to click on the search.

The above four directions are effective means to increase click-through rate. Many design solutions can be expanded based on these four directions .

Author: Echo

Source: Echo design notes (uxecho)