神译局是36氪旗下编译团队，关注科技、商业、职场、生活等领域，重点介绍国外的新技术、新观点、新风向。 编者按：转化率上不去？别再死磕落地页设计了，读懂人心才是捷径。文章来自编译。 首先，我们得搞清楚一件事：你不需要成为设计天才，也能创建一个高转化率的落地页。你只需要了解人们的思维方式。 落地页是一个独立网页，它的创建目的很聚焦，很明确：将访客转化为潜在客户或实际顾客。 当用户点击广告、邮件、社交帖子或搜索结果中的链接后，就会"着陆"到这个页面。与包含众多链接和导航选项的网站主页不同，落地页会移除所有分散注 意力的元素，只聚焦于一个清晰的行动号召（CTA）。 出色的落地页之所以有效，并非偶然。它们根植于能激发信任、欲望和行动的心理学原理。 今天，我将为你剖析六种能驱动转化的思维捷径和认知偏见，让你的设计可以更巧妙，而非更费力。 1. 第一印象：光环效应的实际应用 简洁的布局、清晰的标题和强有力的视觉层次，能帮助你利用光环效应，瞬间传递出信任感和高品质的信号。光环效应是一种心理偏差，讲的是我们对某人 或某物的整体印象会影响我们对其具体特质的感受和看法。 简单来说，如果一个东西看起来不错，我们就会想当然地认为它本身 ...

Core Insights - The article discusses the perception gap in digital transformation among companies, highlighting that many leaders feel envious of others' success while failing to recognize their own shortcomings in digital initiatives [1][4]. Group 1: Cognitive Biases in Digital Transformation - Survivor Bias: Media and industry events tend to showcase successful digital transformation cases while ignoring failures, leading to a skewed perception of what is achievable [1]. - Halo Effect: A company's success in one area is often mistakenly generalized to its overall digital capabilities, which can mislead other organizations into thinking they can replicate that success without understanding the underlying complexities [2]. - Misaligned Comparisons: Traditional companies often compare their nascent digital efforts with the mature systems of industry giants, creating unrealistic expectations and psychological distress [3]. Group 2: The Reality Behind Digital Success Stories - Hidden Failures: Companies often present a polished view of their digital initiatives, showcasing only the successes while concealing the significant investments and challenges faced, such as high initial costs and long payback periods [4]. - Data Manipulation: Many reported digital achievements are based on selective data comparisons, which can misrepresent the actual performance and effectiveness of digital strategies [6]. - Facade Projects: Some digital initiatives are merely superficial efforts that do not translate into real business value, often serving as political tools rather than functional solutions [7]. Group 3: Recommendations for Genuine Digital Transformation - Companies should critically assess digital projects by asking key questions about actual investments, return on investment (ROI), and the extent of implementation across all business areas [8]. - Successful digital transformation should focus on addressing real business pain points, employing a minimum viable product (MVP) approach, and ensuring that frontline employees are engaged with the systems rather than creating superficial solutions for leadership approval [8].

Core Viewpoint - The article highlights the downfall of the AI startup Bu il d e r. a i, emphasizing the importance of verifying claims and relying on data-driven decision-making rather than intuition [1][7]. Group 1: Bu il d e r. a i Case Study - Bu il d e r. a i, founded by Sachin Dev Duggal, once valued at over $1.5 billion, was revealed to lack actual AI technology and relied on fabricated financial data [1]. - The company managed to deceive investors for eight years, with excuses for delays and poor code quality being accepted without scrutiny [1]. - The situation parallels the Theranos scandal, where Elizabeth Holmes misled high-profile investors with false promises, leading to her conviction [1]. Group 2: Investor Psychology - The article discusses why intelligent investors fall for obvious lies, attributing it to reliance on intuition rather than rational tools [2]. - A mathematical example illustrates how even highly educated individuals can be misled by their instincts, emphasizing the need for structured analysis [2]. Group 3: Cognitive Biases in Venture Capital - Three cognitive biases are identified in the venture capital space: halo effect, story dependence, and authority worship, which lead to poor decision-making [3]. - Investors often overlook due diligence due to the impressive backgrounds of founders or compelling narratives [3]. Group 4: "企查查思维" (Qichacha Thinking) - "企查查思维" is introduced as a methodology that emphasizes data-driven decision-making, risk identification, and market opportunity insights [4][5]. - The approach encourages the use of comprehensive data from platforms like Qichacha to inform business decisions rather than relying solely on intuition [5]. Group 5: Practical Applications of "企查查思维" - Examples from various regions illustrate how businesses utilize Qichacha for verifying company information, enhancing supplier risk monitoring, and improving hiring processes [6]. - The methodology aims to integrate external data into decision-making processes, enhancing competitive intelligence and data-driven decision-making [6]. Group 6: Lessons from Bu il d e r. a i - The collapse of Bu il d e r. a i serves as a cautionary tale about the vulnerabilities in human cognition and the importance of rigorous verification in the age of AI [7]. - The article concludes with a call for decision-makers to prioritize data over intuition, reinforcing the need for a systematic approach to business evaluation [8].