英文原文
As modern internet users, we see hundreds (if not thousands) of links every day. They’re in our Google searches, the emails we receive, and the websites we browse, and for every one that we come across, we make a decision on whether to click it, which can be the difference between a sale for your business or another lost customer. So how to improve CTR (click-through rates) across your various marketing channels? How do you make the links on your website, email campaigns, and social channels compelling enough to encourage an all-important click? To improve CTR for your business, we must delve into the world of psychology. The decision to click on something is a complicated psychological process, based mostly on your wants and needs. But marketers and business owners need to understand this process a little better, so that they can get into their customers’ heads and entice them into an all-important click, boosting their click-through rates (CTR) in the process. So how to improve CTR for your business? In this article, we’ll explore the key marketing principles of consumer psychology, so that you can lift CTR across your digital marketing channels, including Google’s search results and adverts, social media, and emails. A user will only click through to your marketing content if it fulfills a psychological need. This is the basis for all human behaviour, which is why consumer psychology is so crucial to CTR optimisation and effective marketing. No matter which channels you use to engage your customer, you will find the principles of consumer psychology—trust and social proof, ego and self-concept, curiosity, urgency and scarcity—to be imperative for making your offerings more compelling. When your content is more enticing to the user, Google will nudge it up its rankings. And the higher it goes up the rankings, the better its CTR will be, creating a snowball effect that can drive your listing to the very top of the page. The reasoning behind this is simple—if click-through rate (CTR) indicates that a user has found a website that matches their query, and then they spend time browsing and scrolling through your page, Google knows that your page is what the person was looking for, so they reward it by giving it a higher ranking. This is why understanding the user’s intent behind search queries are so important, because you can accurately fulfill their intentions by writing relevant, high-quality content. When you answer the user’s query in a satisfactory way, you’re delivering on your promises, and you’ll be rewarded for it. Click-through rate (CTR) is a diagnostic metric, which means it helps you to identify problems in a business, rather than being an end in itself. The reason you want to achieve a good CTR is because clicks lead to profit for your business. Some marketers make the rookie mistake of viewing click-through rate as the end goal, when in fact, it’s simply a tool to help you reach the end goal. Conversion rate, on the other hand, is a performance metric, because it tells you how your business is performing. Comparing your click-through rate with your conversion rate doesn’t make sense because the two are completely different. Your click-through rate can certainly correlate with your conversion rate (higher clicks can mean more conversions), but the two metrics have very different purposes. Harnessing consumer psychology is the most powerful way to accomplish your CTR marketing goals. It will allow you to craft compelling content that exceeds your users’ expectations, reinforces their self-concept, piques their curiosity and sense of urgency, and demonstrates your trustworthiness. In the quest on how to improve CTR, psychology is the map that will help you fulfill it. Applying these basic principles of consumer psychology can help you figure out how to improve CTR across every digital marketing channels, and see excellent returns for your business.
中文翻译
作为现代互联网用户，我们每天都会看到成百上千的链接。它们出现在我们的谷歌搜索、收到的电子邮件以及浏览的网站中。每当遇到一个链接，我们都会决定是否点击它，而这个决定可能意味着你公司的一笔销售，或又一个流失的客户。那么，如何提高各个营销渠道的点击率（CTR）呢？你如何让你网站、邮件营销和社交渠道上的链接足够吸引人，以促成那至关重要的一次点击？要提高公司的点击率，我们必须深入心理学的世界。点击某个东西的决定是一个复杂的心理过程，主要基于你的欲望和需求。但营销人员和企业主需要更深入地理解这个过程，以便他们能进入客户的内心，吸引他们完成关键的点击，从而提升点击率。那么，如何为你的企业提高点击率呢？在本文中，我们将探讨消费心理学的关键营销原则，以便你可以在所有数字营销渠道中提升点击率，包括谷歌搜索结果和广告、社交媒体以及电子邮件。用户只有在你的营销内容满足其心理需求时才会点击。这是所有人类行为的基础，也正因如此，消费心理学对点击率优化和有效营销至关重要。无论你使用哪种渠道与客户互动，你都会发现消费心理学的原则——信任与社会认同、自我与自我概念、好奇心、紧迫感和稀缺性——对于使你的产品更具吸引力至关重要。当你的内容对用户更具吸引力时，谷歌会提升其排名。排名越高，点击率就越好，从而形成滚雪球效应，将你的列表推到页面顶部。这背后的原因很简单——如果点击率表明用户找到了符合其查询的网站，并且他们花时间浏览你的页面，谷歌就知道你的页面正是用户所寻找的，因此会给予更高的排名作为奖励。这就是为什么理解搜索查询背后的用户意图如此重要，因为你可以通过撰写相关、高质量的内容来准确满足他们的意图。当你以令人满意的方式回答用户的查询时，你就是在兑现承诺，并将因此得到回报。点击率是一个诊断性指标，意味着它帮助你识别业务中的问题，而不是其本身就是最终目的。你希望获得良好点击率的原因是，点击能为你的业务带来利润。一些营销人员会犯下新手错误，将点击率视为最终目标，而实际上，它只是帮助你实现最终目标的工具。另一方面，转化率是一个绩效指标，因为它告诉你业务表现如何。将点击率与转化率进行比较没有意义，因为两者完全不同。你的点击率当然可以与转化率相关（更高的点击可能意味着更多的转化），但这两个指标的用途截然不同。利用消费心理学是实现你点击率营销目标的最强大方式。它将使你能够打造出超越用户期望、强化其自我概念、激发其好奇心和紧迫感，并展示你可信度的引人入胜的内容。在提升点击率的探索中，心理学就是帮助你实现目标的地图。应用这些消费心理学的基本原则，可以帮助你弄清楚如何在每个数字营销渠道中提高点击率，并为你的业务带来卓越的回报。
文章概要
本文详细阐述了如何通过应用消费心理学原理，在搜索引擎优化（SEO）、电子邮件、社交媒体和谷歌广告等多个营销渠道中有效提升点击率（CTR）。文章深入探讨了多种关键的心理触发点，包括利用好奇心、新颖性、紧迫感、稀缺性、社会认同，以及影响用户自我（ego）和自我概念的策略。作者为每个渠道提供了具体可行的战术，例如优化元标题、个性化邮件内容、设计有效的行动号召（CTA）按钮等，旨在通过影响用户的心理状态来激发点击行为。文章明确指出，点击率是实现最终转化目标的诊断工具，并强调了提供真实价值、避免欺骗性“点击诱饵”的重要性。
高德明老师的评价
TA沟通分析评价：
这篇文章非常精彩地展示了如何通过沟通策略影响他人的行为决策。从TA沟通分析的角度看，它巧妙地指导营销人员如何与用户的不同自我状态进行有效互动。通过激发“好奇心”和“新颖性”来迎合用户的“儿童自我状态”的内在驱动力，通过“社会认同”和“信任”来安抚“父母自我状态”的评判标准，同时提供清晰、有价值的信息来满足“成人自我状态”的理性需求。这种全面的沟通方式，无疑为建立积极的互动关系和达成预期目标（点击）铺平了道路，展现了建设性沟通的巨大潜力。
焦点解决心理学评价：
这篇文章充满了焦点解决的智慧。它没有停留在“点击率低”这个问题上，而是将全部注意力放在了“如何提升点击率”这一解决方案上，这本身就是一种极具建设性的视角。文章中列举的众多具体方法，如调整标题、使用特定词语、优化按钮等，都是可以立即执行的“小步行动”，这些行动的累积将可能带来“奇迹”般的改善。通过分析行业基准和成功案例，文章也在鼓励实践者去发现和放大那些“已经奏效”的例外，这正是焦点解决模式的核心精髓，为未来的成功指明了清晰的方向。
佛学专家角色评价：
从佛学视角看，这篇文章深刻洞察了人心的运作规律。它所描述的“好奇心”、“稀缺性”、“损失厌恶”等，正是佛法中提到的“贪”（渴求）、“嗔”（厌恶）、“我执”（自我概念）等心行的具体体现。文章的宝贵之处在于，它展示了如何以“善巧方便”的方式，顺应而非利用这些心行规律。它倡导通过提供真正有价值的内容来满足用户的需求，而非采用欺骗性的“点击诱饵”，这与以智慧和慈悲引导众生走向积极结果的理念不谋而合。这表明，深刻地理解人性，并以真诚之心去引导，本身就是一种创造价值的智慧。