S16 E12: The Anatomy of a High-Converting Listicle

欢迎回到《限量供应》这档播客，我们将深入探讨电子商务、数字营销和打造消费品牌背后的策略与实战技巧。

Welcome back to limited supply, the podcast where we get deep into the tactical and strategic side of ecommerce, digital marketing, and building consumer brands.

我是你们的主持人，尼克·夏尔马。

I'm your host, Nick Sharma.

过去九年，我一直从事品牌建设、扩张和投资。

I've spent the last nine years building, scaling, and investing in brands.

通过这档节目和我的每周通讯 @nick.coslashemail，我会分享我学到的一切——成功的经验、失败的教训、各种实验、实用技巧和深刻洞察，帮助你实现下一笔十万美元的营收。

And through this show and my weekly newsletter @nick.coslashemail, I'm here to share everything I've learned, the wins, the losses, the experiments, the tactics, and the insights, all so you can unlock your next $100,000 in revenue.

今天的节目内容很精彩，但在开始之前，先让我介绍一下本期的赞助商。

Today's episode is a good one, but before we dive in, let me tell you about our chosen sponsor for this week's episode.

如果你还在给每个购物车被放弃的顾客发同样的邮件，那你得停下来想想，这到底意味着什么。

If you're still sending the same abandoned cart email to every shopper, I need you to stop and think about what that actually means.

你把只浏览过一美元商品的顾客，和那些购物车里有两百美元商品准备下单的顾客一视同仁。

You're treating someone who browsed dollar product as the same as someone who's got a $200 cart ready to go.

不同的人需要不同的理由才会回头，而这就是 Instant 的专长。

Different people need different reasons to come back, and that's exactly what Instant does.

Instant 会分析每个访客在你网站上的行为，然后发送他们真正该收到的邮件。

Instant looks at every shopper's behavior on your site and sends the email they should actually get.

个性化的文案、合适的产品、精准的优惠，所有这些都自动运行。

Personalized copy, the right products, the right offer, all of this running automatically.

使用 Instant 的品牌，仅靠邮件营销的收入就提升了三到五倍。

Brands using Instant are seeing a three to five x increase in their email revenue alone.

这是你以五折优惠享受前六十天服务的最后机会。

This is your last chance to get Instant at 50% off for your first sixty days.

立即前往 instant.1/sharma 抢购。

Grab it at instant.1/sharma.

好了。

Alright.

欢迎回到《限量供应》的又一期节目。

Welcome back to another episode of limited supply.

我是你的主持人，尼克。

I'm your host, Nik.

今天我们要直接聊实战技巧。

And today we are going to, we're actually just gonna talk straight tactics.

上周末我写了一篇通讯，讲的是我一直用得很有效的做法——尤其是在优化付费社交广告漏斗时，就是那种清单式内容和更优质的落地页，这方面我之前聊过很多，也一直

So this past weekend I wrote a newsletter on basically something that, you know, has always worked for me when trying to dial in paid social funnels, which is listicles, better landing pages, you know, something I've talked about very extensively and, you know, I'm always

很推崇。

a fan of.

但上周末，

But this past weekend,

我专门讲了一个清单式内容的例子。

I actually just talked about specifically a listicle.

怎么才能做出一个出色的清单式内容呢？

What's the best way to

我直接告诉你

make a listicle?

吧

And I'll just give you

在开始今天这期之前，我先简单总结一下，咱们主要来看几个不同的落地页、网站和清单式内容。

a quick summary of it before we dive into today's episode, which is just gonna be looking at a number of different landing pages, websites, listicles.

最后我会把所有这些链接都放出来。

And I'm gonna have links for all of these at the end.

链接会放在节目简介里。

It'll actually be in the show description.

所有链接都是短网址，比如 nick.co/xxx 这种形式。

All the links, they're gonna be short URLs like nick.co/something.

你点进去之后，就会直接跳到我提到的页面，可以自己往下翻看。

And then you do that, and it'll populate you to the page that I'm talking about, and you can scroll it.

如果你是在YouTube上看，应该能直接看到我屏幕共享的内容。

And I believe if if you're on YouTube, you should be able to actually see everything as I'm gonna be screen sharing it.

好的，明白了。

So alright.

那我们接着聊这封通讯。

So back to the newsletter.

所以，你在想，到底什么样的清单式文章才算真正出色呢？

So, you know, thinking about what are the actual elements of a really

首先得读起来方便。

good listicle.

还有几点值得注意。

Well, few things come

比如说，

to mind.

它得让人一眼就能看明白。

One is it has

得方便阅读。

to be convenient to read.

对吧？

Right?

在你考虑界面、文案、促销内容，或者结账流程之前

Before you even get to the UI or the copy or the offer or, you know, the checkout

流程上，它实际上需要

flow, it actually needs

方便用户获取、阅读和消费，并且能从中学习到东西，同时不会让他们觉得无聊或者想要离开。

to be convenient for somebody to get to and read and consume and be able to learn from without, you know, getting them bored or making them wanna drop off.

所以我喜欢的方式是，基本上从用户真正想看的内容出发，倒推回去设计。

So the way that I like to do that is I just like to basically work backwards from what, you know, essentially, I think the person wants to see.

那么我该怎么找到这些内容呢？

So how do I find that?

首先，我通常会花大量时间做调研。

Well, first, I usually go and do a ton of research.

你看，如果把这个过程分阶段来看，第一步肯定是调研。

And, you know, if you just look at the phases of this, I would probably say there's research.

接着是根据调研结果写文案、做笔记，然后是用户体验设计，再是界面设计，之后

There's some level of copywriting and note taking from the research, then there's UX, and then there's UI, and then

就是最终确定文案，然后

there's finalizing the copy, and then

上线了。

going live.

所以从研究阶段开始，我觉得你其实不太该多用人工智能。

So starting the research phase, this is where I actually think you probably don't wanna use AI as much.

很多人在做落地页或者清单类内容的研究阶段，都喜欢用AI。

A lot of people tend to use AI in the research phase of, you know, building out landing pages or listicles.

但在我看来，问题就在于，最后出来的内容全都像一堆乱七八糟的东西。

But in my opinion, the problem with that is and kind of the downfall is that everything just looks like slop.

比如你卖一种保健品，比如说复合维生素，或者抗衰老护肤套装，又或者是一条新推出的瑜伽裤。

So if you're selling like a supplement product, you know, let's say you're selling a multivitamin or you're selling a, you know, anti aging skincare set or you're selling a, you know, new pair of leggings.

问题在于，如果别人也在卖类似的产品，或者属于同一个品类，你要是让AI全权负责研究，最后出来的内容肯定跟别人一模一样，毫无新意。

The problem is when you when you have something that other people already also sell or may also sell or maybe a similar material or whatever it may be, or even if it's if it's like the same product category, you're just gonna get kind of the same slop as the other guys if you let AI just do your research.

对大多数人来说都是这样，因为大多数人

And that's that's for most people because most people, when they're

做研究的时候，基本就是靠Claude或者ChatGPT，然后

doing research, they're basically using Claude or ChatGPT and, you

就是让AI去网上搜X、Y或者Z。

know, saying, hey, go scour the Internet for x, y, or z.

去Reddit看看。

Look on Reddit.

到这儿找找。

Look here.

到那儿瞧瞧。

Look there.

不过，如果你在搜索时设定了不同的条件。

Now, if you've got different parameters set up as you're searching.

比如，我之前提过，我现在几乎所有的AI工作都用Hermes代理机器人，不管是做像roast.nick.co这样的网站，还是建像ads.nick.co这样的完整数据库——我会把喜欢的广告截图发给Hermes，留着以后参考。

So for example, you know, I've talked about the fact that I almost exclusively now use Hermes agent bot for all of my AI work, whether it's building products like the roast.nick.co website, or it's building full on databases like ads.nick.co, where I just screenshot and text my Hermes agent ads that I like to save or use as reference later.

或者只是普通的搜索，比如问，哪儿的塔可最好吃，

Or it's just general search, you know, hey, where's the where's where are

晚上七点左右，离我办公室最近的地方是哪儿？

the best tacos to order at 7PM near my office address?

这其实是个在饿了么上搜索的绝佳方式。

Is actually a great search to run for Uber Eats.

但不管你是做简单的查询、工作相关的事、客户的需求、手头的项目，还是用我的健康助手，现在全都整合在我的Hermes代理里了。

But, you know, whether it's simple or it's work related or it's a client thing or it's a project I'm working on, or it's even my health and wellness bot, those are all now living in my Hermes agent.

这样做的好处是，它完全了解我的偏好、需求和习惯。

And why that's great is because it actually knows everything that I want or prefer or like, or that I look for.

所以当Hermes代理在做研究时，它能抓取到远比你直接问ChatGPT或Anthropic更精准、更相关的资料。

So actually when my Hermes agent is doing research, it's pulling a lot better things and a lot better context content than if you were to just ask the basic chat GPT or Anthropic window to do the same.

你可以做的一个实用技巧，就是好好设计你的提问方式。

One thing you can do actually there to kind of help you out is basically just plan your prompt better.

如果你用Claude来帮你写提示词——比如直接点开Claude的语音输入，口述你想要做什么、想达成什么目标，我敢打赌，你得到的信息质量会提升十倍。

So actually, if you use Claude to help you to help you write prompts, so you basically use the microphone icon on Claude, and you just speak out what you're trying to do or what you're trying to accomplish with the research phase, I bet you would get 10 times better results in terms of the information you get back.

这样一来，你整个工作流程都会更顺畅，信息质量也会全面提升。

And as a result, your actual the rest of your flow, the rest of this project is gonna flow much better, and it's just gonna have better information.

但如果你还是觉得写提示词不太顺手，或者不习惯用Claude来生成提示词，

But if you still don't feel like you're super comfortable in prompting or or using Claude to write a prompt,

然后你再把这些内容放回Claude，但我建议你干脆自己动手做所有这些研究。

which then you put back into Claude, then what I would recommend is just simply doing all this research yourself.

原因主要有几点。

And the reason is basically a couple things.

首先，我通常的做法是，

One, the way that I

做研究的时候，我喜欢在屏幕左边浏览信息，同时在

like to do research is I like to basically research on the left side of my screen and make notes on

右边做笔记。

the right side.

我这么做的原因是，

Now, the reason I like to do that is by the

等研究结束时，我会整理出一个超长的Google文档，里面全是我觉得有意思的内容。

time I'm done with the research, I like to have kind of just massive Google doc of just a bunch of things that I found that I thought were interesting.

而且，我一向比较谨慎，不容易被说服。

And, you know, I tend to consider myself a customer that is that does that is generally very skeptical and not easily swayed.

所以结果就是，我基本上只要发现什么有趣的事、冷知识，或者那种让我觉得‘哇，这点很有说服力’的东西，我就会在右边做个笔记，把这些内容记下来。

And so as a result, I basically I just know that if I find something to be interesting or a fun fact or or, you know, something like, wow, that should be something that's something that would convince me, then I would just make a note of that on the right side and, you know, basically put that there.

我的目标就是把这些内容整理成五六页甚至七页的文档。

And the goal is to have like five or six or seven pages of all this stuff written out

这样当你进入

so that when you do get to

下一个用户体验阶段时，事情其实没那么复杂，因为你已经把最初觉得特别棒的那些点都标出来了。

the next phase of UX, it's actually not that complicated because you've already highlighted all the things that that you first thought were really amazing.

现在就是把这些内容重新整理成实际的页面线框图了。

And now it's just a matter of reorganizing those things into an actual page wireframe.

好的。

Alright.

那我就先停在这儿。

So I'm gonna pause right there.

简单总结一下。

Basically just recap right here.

所以到了调研阶段，如果你已经搭建好了自己的智能体，让它清楚该找什么、怎么找，还了解你的品牌背景和语境，甚至知道哪些广告素材表现好，或者邮件打开率、点击率怎么样，而且这些数据都同步到了 Klaviyo、MCP 之类的平台，那拥有这样一个专属智能体，做调研就特别高效。

So research phase, you know, if you've got your own agent set up that knows what to look for and how to look for things and knows about your brand and the context and maybe even what performs well from an advertising standpoint or a open rate or click rate standpoint, if it's collected to your Klaviyo, MCP, whatever it is, if you've got your own agent, that's a great way to do research.

如果你只是单纯用 AI 来做调研，那一定要学会用更精准、更有力度的提示词去引导它。

If you're just using AI to do research, make sure you try to prompt it in a much stronger way.

比如，你可以先用 Claude 帮你生成一个高质量的提示词，然后

So use Claude to generate a prompt, which then you

再把这个提示词喂回给 Claude，让它帮你完成调研。

put back into Claude to get the research.

说实话，不管

And honestly, whether

你是做了前两个，还是只做了其中一个，或者两个都没做，我都建议你把第三步也做了，也就是花一个小时到一个半小时，尽可能多做些调研。

you do the first two or one of the two or neither, I would also recommend doing the third one, which is just spend an hour to ninety minutes and just do as much research as you possibly can.

试着去论坛里深挖一些细节。

Try to go down rabbit holes of forums.

试着去Reddit上深挖一些细节。

Try to go down rabbit holes of Reddit.

也可以去抖音上深挖一下。

Try to go down rabbit holes of TikTok.

很多人在抖音上分享真实经历，比如讲他们用的抗衰老护肤品。

You know, people are putting story times on their TikTok and talking about maybe it's this antiaging skincare.

反正就是各种各样的话题吧。

Maybe it's, you know, whatever it may be.

同时，别忘了找找博主、小博主、妈妈博主的网站，看看网络论坛，搜搜相关新闻报道，找找类似主题的内容。

And then at the same time, to go down and find a bunch of, like, blogger, microblogger, mommy blogger sites, try to find, Internet forums, try to find press articles that cover similar topics.

你得尽量收集更多资料和背景信息，因为虽然你可能在妈妈博主的帖子里找不到直接答案，但说不定能发现一个特别好的切入点，之后可以用在你的清单文章或者落地页里。

You wanna basically try to get as much research and context as possible because what this does is, you know, now you might not go and find your answer on a mommy blogger site, but you actually might find a really good angle of which or or a really good point that you wanna then include on your listicle or your landing page.

不过不管怎样，这一步就是你的调研阶段。

But in any case, you know, that's your research phase.

接下来，这一轮调研的成果，比如说

Now, the the end product of this, like

我之前提到的那个，就是那个谷歌文档。

I mentioned, is that Google Doc.

从这个 Google 文档开始，我们接下来会花几分钟看看

And so from that Google Doc, you know, we're gonna go over a

几个落地页的例子，

few landing pages here in

几分钟内。

a couple minutes.

不过话说回来，

But, I mean,

如果你正在听这期节目，并且打算做落地页，那你应该早就看过我的落地页指南了。

if you're listening to this episode and you're planning to make a landing page, you've probably seen my landing page guide at some point.

你只要在 Google 里搜一下‘Nick Sharma 落地页指南’，就能找到相关版本。

I think you can just Google Nick Sharma landing page guide and you get a version of that as well.

有旧版的，也有比较新的版本。

There's there's an older one and a newer ish one.

我其实应该把

I should probably put a

新版本也快发布了。

new one, new one out soon too.

但你最终会明白，大部分情况下，

But what you'll get is, or what you'll understand is like for the most part,

这些着陆页其实都差不多。

these landing pages are generally the same.

你有首屏大图区域。

You've got your hero section.

还有通知栏和公告栏。

You've got a notification bar and announcement bar.

你有购物车。

You've got your cart.

通常顶部不会有导航菜单让你点击跳转。

You know, typically you've got no menu items on the top to click out from.

一般都会优先适配移动端。

It's usually optimized mobile first.

首页上方有社会认同内容。

You've got social proof above the fold.

有优质的图片或视频，帮助用户了解产品，明白它能怎么改善他们的生活。

You've got good imagery or video that kinda teaches or shares or educates people in the context of the product and what, what you're doing or how you're gonna benefit their life.

有一个对比表格。

You've got a comparison chart.

somewhere 有‘五个理由’这类内容，不管是不是明确写着‘五个理由’，反正页面上会列出五条用户喜欢这个产品的原因。

You've got, you know, somewhere, some level of a five reasons why, whether it explicitly says five reasons why, or it just shows five different reasons that people, you know, throughout the page are are loving the product.

有用户评价。

You've got your reviews.

有客户证言。

You've got testimonials.

有媒体报道。

You've got press.

基本上该有的元素都齐了。

You've got, you know, you've pretty much got everything there.

所以，当你把所有觉得特别重要、值得强调的信息整理成一个谷歌文档后，就可以开始把这些内容分门别类地安排到不同板块里了。

So what you can do is once you have this Google Doc of all the information that specifically you thought was highlight worthy or stood out, you start to arrange that into different sections.

有些文案措辞，或者某些表达方式，可能放在别的位置效果会更好。

You know, there might be certain lines of copy or certain phrasing or certain things you think go in better spots.

等你把这些整理好，下一步就是用这个低保真线框图，把剩下的文案内容填进去。

And once you've got that, then your goal is to then fill out the rest of the copy in this kind of low fidelity looking wireframe.

我个人喜欢在几个不同的地方完成这个阶段的工作。

Me personally, I like to do this stage in a couple different places.

如果我跟设计师合作，我通常直接在Figma里做，因为我知道自己的线框图很粗糙，但这样能让我更随意地画出那种随手涂鸦式的布局。

If I'm working with a designer, I like to just do it in Figma because I know that my wireframe design is really bad, but it just helps me to kinda do more back of the napkin style wireframe in Figma.

我会画方块、圆圈，也知道怎么设置手机网页的页面尺寸。

I know how to make boxes and circles and, you know, I can pull up the page dimensions of a mobile web page.

所以我一般都会先做移动端的版本。

So I'll usually design it mobile first.

我这么做的原因是，千万别从桌面端开始设计，再硬往移动端去凑——很多人莫名其妙就这么干。

And the reason I do that is because you never wanna design desktop first and fit it to mobile, which is what a lot of people do for some reason.

我也不知道为什么。

I have no idea why.

但很多人

But a lot

还是会先做桌面端的页面。

of people still do design for desktop.

通常来说，如果你先做桌面端再硬塞进移动端，往往会把很多重要元素的位置搞乱，导致它们没法出现在该出现的地方。

You know, typically, that happens, you design for desktop and squish it into mobile, and you tend to lose a lot of the important elements from showing up where they should.

你会发现，如果桌面端的头部区域在首屏就塞得太满，那压缩到移动端时，可能连基本的用户信任背书都没地方放了。

You know, you might find that if your desktop header is really full above the fold, then when you squish it to mobile, you know, you have no social proof.

也看不到什么买家保障之类的承诺。

You have no kind of buyer's guarantee.

那些能促使下单的关键信息，因为空间被挤占，全被挤到下面去了。

You have no, you know, messaging that pushes reasons to buy because everything is kinda just squished in, so it gets pushed down.

这就是其中一个例子。

So that's just one example.

所以，这就是为什么你应该先做移动端设计，然后再把它扩展到桌面端。

But, you know, that's why you wanna design mobile first and then stretch it to fill the desktop.

如果在移动端，你的主视觉或者首屏内容做得紧凑有力，涵盖了所有你想展示的重点，然后扩展到桌面端时，你有更多空间可以添加一些额外内容，那就在那里进行补充。

So if on mobile, your your hero or, you know, your above the fold is really nice and snappy and hits all the things you wanted to hit, but then you stretch it out to desktop and you've got a few more you've got a little bit more room to add, then that's where you add to it.

但不要反过来，先做一个内容非常满的桌面端，然后再压缩到移动端，导致所有元素都被挤下去，因为你试图把所有东西都塞进去。

But you don't wanna do it the other way where you have a really full desktop and then you squish it and everything kinda gets moved down because you're trying to include all the elements.

所以这里有个小建议。

So just a thought there.

那如果我没找设计师帮忙，只是自己试着用 AI 把东西写出来的话，我大概还是会先弄个大概的线框图，就像我刚才说的那样。

Now if I'm not using a, if I'm not working with a designer here and I'm just trying to, you know, vibe code this thing, then what I would probably do is I would still put together, what I just mentioned, which is like a rough wireframe back on

就是那种画在餐巾纸上的草图。

the napkin looking thing.

基本上，把它截个图，再找

Basically, screenshot that, get a

一堆其他网站的例子，这个我们待会儿会详细讲。

bunch of examples of other sites, which again, we'll go over in a second.

所以你会有一堆

So you'll you'll have a

现成的例子可以参考，当然节目简介里也附上了所有相关链接。

bunch of examples here to pull from, And of course, all the links in the show notes.

然后我大概会用 Anthropic 的模型来描述清楚这个完整线框图的样子，就像它是专门设计出来的一样，接着再用 Manus 来实际开发。

And then I would probably work with, you know, an anthropic model to brief out what this full wireframe looks like as if it was designed and then work with Manus to actually develop it.

我觉得 Manus 是个很棒的开发工具，但如果你只让 Manus 既负责设计又负责生成开发需求，效果就不如先用 Claude 来梳理需求，再让 Manus 去执行来得好。

I find that Manus is a really good development tool, but if you just let Manus design it as well and kind of brief the brief itself for the development, the result is not as strong as if you use Claude to brief and Manus to execute.

所以这只是我常做的一件事。

So that's just something I've done a lot of.

另外，当然我还想说，理想情况下，你最好有一套自己的内部创意文档、规范和格式体系。

And, of course, another thing I would say is ideally, you have some level of, like, your own internal creative documents, system, formatting.

我通常把这些都整理成 Markdown 文件，其中一些我还做成了在线的实时链接，这样我就能引用给其他模型，让事情变得更简单。

You know, I tend to have these all built out as markdown files, which are then you know, some of them I've actually turned into online, like, live URLs, which I can then reference to other models, which makes things easier.

比如，我建了一个数据库，里面存着我所有关于落地页的信息。

So, for example, I have a database with all of my information on landing pages.

大概有30页长。当你访问 roast.nick.co 这个网站并支付5美元时，它实际上会调用这些资料，然后给你的页面出个评估报告，包括评分和改进建议。

It's like 30 pages long, and that's actually what gets referenced when you run the roast.nick.co website for $5 is it references all of that to then give you a roast and a page score and improvements for your own page.

在做广告素材和通用网页设计时，我也用同样的方法。当然，通用网页设计和落地页不太一样，有些细微差别。

Now I have the same thing when it comes to ad creative and the same thing when it comes to general web design, you know, not not similar to landing pages, but slightly different.

这样做的好处是，最终由 Manus 开发出来的线框图效果会非常好。UI 设计师可以在此基础上进一步打磨，把设计提升到更高的水平。

And what that does is the final manus product of this, know, basically developed out wireframe looks really good, and then a designer can then use that to you know, UI designer can use that to either go and take that to the next level.

或者，我现在观察到的一种情况是，设计系统变得越来越完善，以至于当你不需要处理过于复杂的

Or sometimes now what I'm seeing is design systems are becoming so strong that when you don't have too complex of

一个页面，你其实可以直接把大部分内容都开发出来。

a page, you can actually develop most of this directly.

所以很多人

So a lot of

都在这么做。

people are doing that.

然后具体怎么操作，看情况。如果你最后是用 AI 来把页面的其余部分开发出来，包括部署上线，那你其实可以直接发布它。

And then depending on how that works, right, if you end up using AI to build the rest of this page out, meaning the development and the go live, then you can actually publish it directly.

现在如果你用 Manus 开发，可以直接发布到 Shopify 上。

Now with if you develop in Manus, you can actually publish it directly in Shopify.

但如果你不用，而是和设计师、开发人员合作，我认识很多品牌现在在策略之后、开发之前，越来越多地用上 AI 了。

But if you don't, and maybe you work with a designer and you've got your own developer, I know a ton of brands that are, you know, now using AI more in the process post strategy and predevelopment.

所以在原型阶段，AI 会帮忙写一些文案，或者协助确认一些

So basically in like that wireframe stage in helping write some of that copy maybe in making sure they're helping with some of

研究工作。

the research.

不过

But

页面的整体策略还是靠人来定，设计和开发也主要由专业的设计师和开发者完成，毕竟这样更贴合品牌调性，虽然未来肯定会慢慢变化。

still the strategy of that page is still being set kinda by the human brain, and then the design and development is still being done a lot by actual designers and actual developers because, you know, it just stays more on brand and whatnot, although that will for sure evolve as time goes on.

我们已经看到一些品牌建立了非常完善的视觉体系，现在几乎所有东西都直接套用这套系统。

We're already seeing some brands that have built out really robust design systems and are now pretty much just you you leveraging that for everything they're doing.

话虽如此，上线之后，你还是要开始不断测试。

All that said, you know, then you go live and then you just start testing it.

那为什么这很重要呢？

So why is this important?

大多数品牌，包括我今天在广告库里看的那些，还是把大量产品流量或付费流量引到首页、分类页或商品页。

Well, most brands, even even a bunch that I went through on ads library today, still send a lot of their product traffic or paid traffic rather to their homepage, collections page, or product page.

虽然用清单式内容并不普遍，但凡是用过一次的人，几乎都会一直用下去。

And it's not super common to use listicles, but everybody who uses listicles somehow, like, pretty much ends up using listicles from there on after.

为什么呢？

Why?

因为转化率实在太好了。

Because the conversion rate is amazing.

如果你的清单式内容是经过精心设计的——也就是你之前提到的那套完整流程：策略规划、深入研究、提炼亮点，再结合品牌风格设计开发、上线测试，用热力图或Clarity工具分析用户行为，看哪里流失、哪里有用、哪里让人困惑——

And if you've got listicles that are really engineered for success, meaning, you know, you went through that proper strategy and flow I just talked about with proper strategy and research and pulling out insights or highlights and then, you know, filling out the rest of that, designing it in your brand, developing it, going live, testing it, understanding using a heat map or a clarity, you know, where people are going, what the drop off is, what's found useful, what's found confusing.

如果你真把这一整套做扎实了，就能把网站的转化率从原本不到1%或1.5%，提升到6%甚至7%。

If you go through all of that, then that is really how you get to listicles that drive conversion rate from, you know, maybe sub 1% or one and a half percent on your website to maybe like six or 7%.

原因在于，你其实是在以一种不直接推销的方式，对流量做了非常精准的筛选。

And the reason is because you're basically qualifying the traffic pretty heavily in a way that is not just directly selling.

当你把人引到产品页面时，本质上就是在直接向他们推销页面上的内容。

So when you send people to a product page, you're pretty much directly selling them on whatever the message is on the product page.

对吧？

Right?

比如卖耳塞，如果你卖的是那种特别棒的耳塞，产品页可能就只讲降噪效果和产品质量。

So let's take, earplugs, for example, if you're selling these, you know, amazing earplugs, your product page might just talk about noise cancellation and the quality of the product.

它可能不像付费社交广告那种精心设计的落地页，但如果你列出七种预防耳鸣的方法，或者七条你该在参加活动时戴耳塞的理由，甚至说七条你绝对不该裸奔参加大会的原因——不管怎么说。

You know, it might not be kind of like a paid social engineered landing page, but if you've got seven, seven ways to prevent tinnitus or whatever it's called that ringing in your ear, you know, seven ways to prevent seven reasons you should be using earplugs when you're out at events, seven reasons you should never go, you know, you should never raw dog a conference, whatever it is.

这样就能让访客更容易产生共鸣，而不是只盯着耳塞的工程参数有多厉害。

That basically allows traffic to be qualified in a way that is kind of speaking to something more people are gonna understand versus just speaking to like the engineering quality of why this earplug is the best.

对吧？

Right?

这样一来，你能吸引到更广泛的目标客户，还能用一种通俗易懂的方式让他们了解产品价值。

So what it does is essentially cast a much wider net in terms of who you can get as a qualified customer and allows you to educate them in a format that's easy to understand.

要给 BuzzFeed 点个赞，他们最早把这种清单式内容玩得风生水起，还有 Refinery29 这些互联网媒体，花了十多年时间打磨清单内容，带来了惊人的流量。

Shout out to BuzzFeed that made all these listicles and things, you know, BuzzFeed, little things, refinery twenty nine, all these Internet publishers that spent ten plus years building out listicles that got insane amounts of traffic.

清单体就是一种挺有趣的表达形式。

Listicles are just a fun format.

某种程度上，它就像给大脑玩个小游戏。

It's like it's like playing a game to some degree for your brain.

所以它才这么有效。

So that's why they work.

因此，今天我想聊的不只是落地页，

And, that's why today I wanna talk about not only landing pages,

还有清单体这种形式。

but also listicle.

我这就分享一下屏幕，你们应该能看得清楚。

So I'm gonna share my screen here and, you know, hopefully you can see this.

如果看不清的话

If you can't see

这些链接也没关系，别担心。

these links for any reason, then, you know, don't worry.

去节目描述里找这些链接吧。

Go ahead and find the links in the description of the episode.

我会在那儿展示并分享所有链接。

And, I'll be able to show and share all the links there.

你可以

You'll be able

查看并获取这些链接

to see them, pull them

在电脑上打开，看看桌面端和手机端的效果。

up on your computer, look at it in both desktop and mobile.

我就是这么查看的。

That's how I'm going to be looking at it.

接下来我会逐页讲解一些我觉得特别有意思的地方。

And, yeah, I'm gonna just narrate some of the things across these pages that I find to be really interesting.

那我们就开始吧。

So let's get started.

本周的用户留存小贴士，由Instant为您带来。

Here's the retention tip of the week brought to you by Instant.

我经常看到食品饮料公司犯的一个错误。

Here's a mistake I see food and beverage companies make constantly.

他们按产品类别进行交叉销售。

They cross sell by product category.

你买了我们的辣酱。

You bought our hot sauce.

那再来看看我们的另一款辣酱吧。

Now here's our other hot sauce.

这种做法太偷懒了。

That's lazy.

复购率最高的品牌，都是按使用场景来做交叉销售的。

The brands with the best repeat rates, they cross sell by occasion.

这到底是什么意思？

What does that mean?

如果有人在五月买了你的烧烤腌料，那他八成是在准备烤肉。

Now if somebody buys your barbecue rub in May, they're probably grilling.

你后续的推荐不该是‘试试我们的另一种腌料’，而应该是‘试试我们的烤肉套装’。

Your follow-up sequence shouldn't be try our other rub, it should be try our grilling bundle.

腌料、酱汁、腌汁，甚至附上一张食谱卡片。

The rub, the sauce, the marinade, maybe even a recipe card.

你卖的不是单一产品，而是一整套体验。

You're selling an experience, not just the skew.

想想顾客平时是怎么用你的产品的，然后围绕这些使用场景设计邮件流程。

Now think about how customers actually use your products and then build email flows around those moments.

节假日招待、球赛日、工作日晚餐——根据场合做交叉推荐，能提升客单价，因为你解决的是比‘你还需要更多这个’更大的问题。

Holiday entertaining, game day, weeknight dinners, occasion based cross selling increases AOV because you're solving a bigger problem than just you need more of this one thing.

这种基于用户行为的个性化邮件，正是 Instant 帮助品牌自动化的关键。

This kind of personalized behavior driven email is exactly what Instant helps brands automate.

他们的 AI 会根据每位顾客的浏览和购买习惯自动搭建推送流程，让你能在对的时间，把对的组合推给对的人。

Their AI builds flows based on how individual shoppers browse and buy, so you can send the right bundle to the right person at the right time.

去 instant.1/sharma 看看吧。

Check them out at instant.1/sharma.

我这里第一个例子来自 Bioroot 实验室。

So the first one I have here is basically from Bioroot labs.

我打算

I'm gonna

现在进入检查模式，然后刷新一下。

go ahead and put this in inspect mode and refresh.

你看，这里其实有很多

And, you know, right here, this is so a lot of

这些链接我主要是通过在网上找原生广告收集来的，都是我之前收藏的一些推文。

these links I kinda sourced just by finding native ads around the Internet from different tweets that I'd bookmarked from many of them.

很多都来自 Facebook 广告库。

Many of them are from Facebook ads library.

而且这些广告目前还在运行中。

So they're actually active ads as well.

我猜我今天要分享的这些页面流量都挺高的。

And I'm assuming that a lot of these pages that I'm going to share today are pretty well trafficked pages.

当然，这些数据我们得打点折扣来看，但总体来说，还是值得找找里面有没有什么有意思的东西。

So, you know, we can take it with some level of a grain of salt, but for the most part, we should probably try to find things that we find interesting here.

这个第一个其实是个列表式内容。

This first one is basically a listicle.

你注意看顶部，几乎没什么可点的按钮，内容主要是讲‘为什么姜黄素对经常喝酒的人是革命性的’，一共列了十条。

You'll notice that at the top, there's pretty much no buttons here to click out, and it's essentially a 10 reasons why turmeric curcumin is a game changer for people who drink regularly.

有意思的是，这个内容其实有两层深度。

Now what's interesting about this is this is basically a two layer deep angle.

意思是，它不只是简单地说‘姜黄素对人有好处’的十条理由。

Meaning, it's not just 10 reasons why turmeric curcumin is great for people.

对吧？

Right?

那种就只是一层深度。

That's a one layer deep.

它是针对经常喝酒的人的双重角度。

It's two layers deep for people who drink regularly.

那为什么这一点在这里特别重要呢？

Now, why is that why is that great here?

回想一下我刚才说的，扩大覆盖面，这正好做到了。

Well, if you go back to what I just mentioned about kinda casting that net wider, it just did that.

对吧？

Right?

如果要细说，有两点。

For if if you were to say, well, two things.

第一，它扩大了受众，因为世界上很多人喝酒。

One, it casts it wider because so many people in the world drink alcohol.

所以当你提到这是给喝酒的人用的，他们会觉得，哦，这说的就是我。

And so when you're saying that this is for people who drink alcohol, they're gonna feel like, oh, this is for me.

不是针对所有人，而是针对我——尽管这个标题实际上瞄准的几乎是所有人。

Not for everybody, for me, even though with this headline, they're kinda are going after almost everybody.

对吧？

Right?

因为几乎人人都喝酒。

Because almost everybody drinks.

所以它想表达的是，你不需要戒酒才能开始改善状态，也不需要戒酒才能感觉更好。

So it says you don't need to quit to start drinking or you don't need to quit drinking to start feeling better.

你只需要给身体提供正确的工具，让它能自我恢复。

You just need to give your body the right tools to fight fight back.

现在这可能确实是。

Now this is probably yeah.

这其实就是一些姜黄素补充剂的东西。

This is just some curcumin supplement stuff.

但本质上，这个做法是通过十个理由来说明。

But essentially what this does, is go through a see, 10 reasons why.

这里我特别喜欢几点。

Now a couple things that I like here.

首先，你能看出来这完全是那种氛围感包装，我不喜欢这个，因为一眼就能看出是刻意营造的氛围。

Well, one, you can tell this is just vibe coated, which I'm not a fan of because you can tell it's vibe coated.

看起来非常普通，没啥特别的。

It's pretty, pretty basic looking.

如果不是氛围感包装，而是真有人专门设计的，那也挺差的。

If it's not vibe coated and somebody actually designed this, that's also pretty bad.

但不管怎样，你会发现一个共同点：设计评分大概在四到六分之间。

But regardless, you know, you'll notice a kind of a common theme is design is gonna be probably four to six out of 10.

设计并不是最关键的因素，不过一般来说，设计越好，用户信任感越强，转化率也越高。

It's not a huge element, although I do think that the better the design is, in most cases, the higher the trust is, and therefore the higher the conversion rate.

我特别喜欢这一点：这个列表里的关键词都加粗了。

One thing I did like about this listicle specifically is that the right words are bolded here.

不管是出现在

So whether it's in

开头还是

the beginning in kind of

在理由开始前的那段文字，或者理由中间，还有那些像引文一样突出显示的关键点，这些设计都挺不错的。

the paragraph before the reasons start or within the reasons or the think of it this way breakout and the key point breakout, which are kind of basically like quote in lines on the page itself, Those are all nice.

不过有几处我觉得可以改一改。

Now a couple things I'd changed.

这里的行动号召按钮太少了。

There's not really many CTAs.

整个页面完全没用任何图片。

There's no imagery here at all.

这里搞了个类似‘吸收量提升2000%’这种 vibe 涂层的表述，其实就是想模仿临床试验那种权威感。

There is kind of this vibe coded, you know, 2,000 more absorption, basically, a clinical trial equivalent type of a module is what they're trying to put here.

但结果呢，就直接跳到一个按钮，点一下就跳到 Bioroot 的商品详情页了。

But then basically, it just goes to this button, you click through, and it takes you to the Bioroot PDP.

而这个商品详情页本身，优化得确实挺到位的。

Now the PDP itself is also incredibly optimized.

在首屏部分，你一眼就能看到产品本身。

So in the hero itself, you've got the, you know, the product.

右边这三个图标占了不小的空间

On the right side, you've got these three icons that take up a decent amount

大概占了主视觉区域的25%，甚至可能更多，到30%左右。

of real estate, probably, you know, 25%, maybe some more, maybe 30% of the actual hero area.

我们单说这三样东西。

Fully just talking about these.

然后

And then

顶部还有一个挺有意思的设计，我之前没怎么见过，就是这种滚动的横幅。

what also is cool at the top, which I haven't really seen before, is you've got this scrolling marquee.

它就在品牌Logo下面，像个公告栏，但文字是横向滚动的，还用高亮显示了一些引语，我觉得这很贴合他们的目标用户——看起来像是年纪偏大的那群人。

So basically a little announcement bar looking thing under the logo of the brand, but it's side scrolling with these highlighted quotes, which I think, again, speak to basically the audience they're going after, which is essentially kinda like this older demo from what it seems like.

整个产品详情页里的图片也做得非常好。

All of the imagery in the actual PDP also, great job by them on this.

整个布局就像TikTok商店的轮播图，也就是怎么把整个落地页拆成八到十张图，让用户上下滑动浏览。

It's basically like a TikTok shop carousel, aka how do you use the landing how do you how do you basically break out your entire landing page into these, you know, eight to 10 images that scroll through the top.

那这为什么重要呢？

And why is that important?

如果你看过任何热力图或者用户行为记录，就会知道页面顶部这一块——不管是图片滚动，还是选择颜色或款式的地方——都是用户点击和互动最频繁的部分。

Well, if you have looked at any sort of, like, heat map or clarity recordings, you know that this section here at the top, both both the scrolling of the images, but also where you might choose a color or choose a variant are basically the most clicked on and interacted things on the page.

所以，把最重要的内容放在前面，次要的往后排，这种逻辑就很合理，他们正是这么做的。

So it makes sense why you wanna basically have kind of a descending order of most important things to least important things in terms of what people will care about, and that's what they've done here.

再往下滚动一点，还有几个地方我很喜欢。

Just scrolling down a little bit, couple other things I like.

他们的社会认同做得很好。

They've got really good social proof.

比如这个‘畅销款’标识。

So they've got, you know, this best seller badge.

还有个标签写着‘医生和专业人士的首选’。

They've got a badge that says number one choice for doctors and practitioners.

评分也高达4.8星。

They've got reviews of 4.8 stars.

他们有二十多万满意的客户。

They've got 200,000 plus happy customers.

他们还说，服用两到四周就能缓解关节疼痛和僵硬。

You know, they've got this reduces joint pain and stiffness in two to four weeks.

这等于给了你一个时间承诺，声称能从根源上减轻炎症，不过这个说法没什么依据。

So it's like giving you a time frame, targets inflammation at the root, you know, kind of like an unsupported claim here.

他们的组合套餐和定价也很有吸引力。

And then they've got really good bundling and pricing.

买一个月的量，我觉得是自动续订的。

You get a one month supply, which I believe is, yeah, automatic subscription.

自动续订才能享受优惠，一个月的价钱从五十美元降到二十四美元，两个月也一样。

So automatic subscription, which is how you get the discount from 50 to $24 for a one month supply and, you know, two month.

他们还有三……抱歉，说错了。

They've got a three oh, sorry.

他们提供一个月、三个月和五个月的装。

They've got a one month supply, a three month, and a five month.

但买五个月的话，实际上是付三个月的钱，送两个月。

But the five month, you basically pay for three and get two free.

买三个月的话，付两个月的钱，送一个月。

With the three month, you pay for two and get one free.

这个加入购物车的按钮太大了。

This add to cart button is huge.

又是更多的社会认同。

Again, more social proof.

他们 basically 把整个页面都塞满了社会认同的内容。

They've got they've basically just loaded this page with social proof.

我觉得从这个页面能得出的结论是，这个页面可以说是

I think that's the takeaway here is from this page, I would say this is this page is

这是一个很好的例子，说明你完全不用为社会认同太多而道歉。

a great example of you don't need to apologize for having too much social proof.

好了，我接下来要看下一个，但我觉得从这里学到的关键是，社会认同很重要，还有 TikTok 商店的图片轮播也特别关键。

So, yeah, I'm I'm gonna move on to the next one, but I think the lesson that I'm gonna take away from this is the social proof is key and also the TikTok shop carousel of images is also key here.

下一个是一个Hydro的页面。

This next one is a Hydro page.

Hydro看起来像是个水瓶。

So Hydro is a bottle, it looks like.

我现在是在手机上查看这个页面，刚刷新了一下。

Now this one is again, I'm looking at it on mobile, just refreshed it.

这个页面也是‘六个理由’的格式。

And this one also is a six reasons why.

不过它的排版有点不一样。

It's got a little bit different of a format.

上一个页面完全是文字，没有任何图片。

You know, the last one had no imagery.

就是纯文本的形式。

It was very plain text.

这个至少看起来有点设计感。

This one is at least looks a little bit designed.

这设计还是挺有氛围感的，看起来好多了。

It's still very much a vibe coated design, it looks like, but still looks better.

我还挺喜欢他们放了客户评价进去。

And I also like they've got these customer reviews in.

他们还采用了研究优先、科学优先或者临床专家优先的思路，现在很多保健品品牌，甚至一些健康类、非健康类的品牌，比如美妆或服装品牌，都在这么做——他们会找一种类似临床试验数据或人体试验数据的证据来支撑自己。

What they've also done is they've kind of taken this study or science or clinician first approach, which a lot of supplement brands, a lot of even just health or even non health, like even beauty brands or apparel brands might be doing this, but they try to find like what is their equivalent version of clinical study data or human trial data or, you know, basically some form of proof.

别光说，给我看证据，用视觉化的方式把结果展示出来。

Like, tell me the show me that the proof is in the pudding, but explain it visually.

上一个品牌我记不清有没有这么做，但这个……哦，对，它做了。

And the last brand actually, I can't remember if the last one did that, but this oh, yeah.

它确实做了。

It did.

底部那三个数字里，有一个是2000%。

Those three those three numbers at the bottom, one of them was a 2000%.

但这个品牌是通过一项研究结果来说明，氢水到底有多好。

But this brand does it in a way where they've got this study outcome based on, you know, how hydrogen water is much better.