商业服务网站中照片关键還是文本关键?

2021-03-19 01:00 admin

What's more important to your web site: pictures or text? If you have an ecommerce web site, you need the answer to that question. Your profits depend on it.

照片与文字,哪项內容更关键呢?假如有着商业服务网站,你必须回应这个难题,由于这关联到网站盈利。

Over the years, we've heard a lot of opinions on this topic. Some webmasters formed opinions through studying log files and conducting online surveys. Others relied on personal preference.

多年来,针对这个难题的争执许多,一些网站后台管理员根据科学研究系统软件纪录文档,开展在网上调研,总结出自身的见解;而别的人则依据自身的偏好,衡量二者的份量。

However, thanks to Stanford University and the Poynter Institute, we now have some concrete research to use in our quest to design the most effective sites. The Stanford Poynter Project sheds light on how site visitors spend their time.

但是,在斯坦福大学,poynter科学研究所的协助下,大家对怎样设计方案最合理的网站开展了实际的科学研究。大家科学研究的关键难题是网站浏览者怎样访问网站。

Some will find the results surprizing. Others will have their opinions confirmed. The four-year study demonstrated that our online reading patterns are the precise opposite of our reading patterns when we read newspapers or magazines.

一些人将会会更改固定不动意识,一些将会会坚持不懈自身的见解。4年的科学研究证实,网站客户的访问习惯性与报纸、杂志读者的阅读文章习惯性相反。

When we read print newspapers, we read at the breakfast table, in the coffee shop or on the subway. We browse -- a headline here, a picture there. We look at the pictures first, then read the text if it interests us. People who layout print publications know this, and they design accordingly.

当大家在咖啡店或地铁中阅读文章报纸时,大家最先阅读文章內容摘要,访问题目,照片。大家会最先访问照片,随后阅读文章大家感兴趣爱好的內容。报纸编写会依据大家的阅读文章习惯性,开展內容编写。

Many concluded that the same patterns would apply on the web. But it's not so. We do the exact opposite.

许多人觉得网站制作还可以这样,但客观事实却相反。

Surfing isn't a casual activity that we do comfortably while waiting for the bus. It's something we do sitting in a chair staring at a monitor that isn't friendly to the eyes. Moreover, we're likely to be distracted by telephone calls, incoming email and co-workers in the next cubicle.

在网上访问其实不是大家等公车时,舒服、随便的访问个人行为,而必须大家坐在椅子上,盯着显示信息器。在访问的另外,大家将会会遭受电話、电子器件电子邮件或邻居朋友的打扰。

Online, we need to get the information as quickly as possible. We head straight for the text. The study found that surfers look first at article text (92% of the time) and briefs (82% of the time), and thirdly at photos. We read 70% of the article, as compared to the 30% we're likely to read from a magazine or newspaper. Then, when we're finished with the text, about 22% of us glance at the web site's pictures.

在网络上,大家必须尽快获得信息内容,会最先阅读文章文本內容 。科学研究发现,网站浏览者最先阅读文章文本內容(92%的時间),其次阅读文章引言(82%的時间),最终访问照片。大家会访问70%的网站文本內容,但是大家只会访问30%的报纸、杂志文本內容。文本內容访问结束后,22%的客户会访问网站照片。

Banner ads and photographs attract more attention than artwork.

横幅与相片更能吸引住客户留意力。

Oddly, the study also showed that although only 22% of site visitors glance at pictures, 45% check out banner ads for approximately one and one quarter second.

怪异的是,虽然22%的网站浏览者会访问照片,但45%的客户只运用1秒或1秒半的時间。

Other miscellaneous findings from the study:

科学研究得出的其它结果:

1. Sports readers read more content than any other type of reader. Males and females read sports in equal numbers, but 11% of males read heavily compared to 0% of the females.

1.体育新闻读者比其它读者阅读文章的內容要多。男性与女士体育新闻读者数量大致同样,但11%的男性读者会深层次阅读文章。

2. Thirty-year olds read more local content than twenty year olds or sixty year olds.

2.与210几岁、610几岁的读者相比, 310几岁的读者会阅读文章更多当地新闻。

3. Females read more local content than males.

3.相对男性读者,女士读者会越多更多当地新闻。

4. Twenty-year olds read more science and sports than other age groups.

4. 相比于别的年纪段的访问者,210几岁的访问者会阅读文章更多的科学研究、体育信息内容。

5. When reading online, we read serially. That is, we jump back and forth among sites, returning to the ones that interest us.

5.大家能够持续阅读文章在网上的內容,也便是说大家能够持续变换网站,直至寻找自身感兴趣爱好的网站。

So what conclusions can we make from the Stanford Poyntner Project?

那末大家从这项科学研究中能够获得甚么结果呢?

First, we must consider that these researchers studied the online behavior of a small group of Americans who routinely access news web sites. More research is needed to determine whether the results will generalize to international readers, or to users of ecommerce web sites.

最先,大家务必想起这项科学研究仅仅是对于小一部分常常访问网页页面的美国人。至于其它我国的浏览者、电子器件商务网站浏览者会不容易这样,也有待科学研究。

Critics of the research argue that the results are less significant when applied to people who are accessing the web with high bandwidth connections. However, although high bandwidth is making gains in North America, many people, both in North America and in other parts of the globe, are using dialup connections or are accessing the web with wireless devises.

这项科学研究的指责者觉得,科学研究結果针对运用高速光纤宽带上网的客户来讲,实际意义很小。但是,虽然如今许多光纤宽带客户,但全球依然有许多运用电話拨号或运用无线网络设备上网的客户。

That being said, the following conclusions seem logical:

也便是说,下面的结果看上去符合逻辑性:

- Text is important. It's words that hold the attention. Give visitors the information they need, and present it well.

文字很关键,是吸引住客户的內容。有效设计方案文字信息内容,便于浏览者访问。

- Use eye-catching headlines and sub-headlines. Remember, over 90% of your visitors glance here first.

应用醒目地题目与副题目。请记牢:90%多的浏览者只是匆匆访问网站內容。

- Although few click on the banner ads, the one-second glance will generate an impression that can help with branding.

虽然网站客户非常少点一下横幅广告宣传,但1秒钟的凝视,肯定能够造成1种印象。

- One second doesn't allow time for visitors to view rotating animations in banner ads. It's better to put the full message, including your logo, in each frame of the animation.

1秒钟的時间不容许浏览者访问横幅广告宣传中的动漫內容,因此你最好是把所有信息内容(包含logo)放入动漫架构中。

- Pictures are still important, but use sparingly. Pictures and animations that distract the viewer from reading the text are counter-productive.

照片尽管也很关键,但必须节省应用。分散化访问者留意力的照片和动漫图象会造成相反的功效。