個性化電子商務網站可以增加70％的轉換率【外文翻譯】_第1頁
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1、1外文翻譯外文翻譯原文PersonalizedeCommerceSitesCanIncreaseConversionsby70%MaterialSource:SESMagazineAuth:MarkNagaitisTodaysmostsuccessfulecommercesitesroutinelyexperiencetransactionclosureratesintherangeof8to10percentofvisitswitht

2、heaverageacrossallofecommercepeggedatadismal2.8percent.Bounceratesfrequentlyexceed50percentcustomerengagementwithmostsitesissolowthatcustomerloyaltyisvirtuallynonexistent.Someofthiscanbeattributedtoeveryonesuseofthewebas

3、atoolfresearchthatultimatelyleadstopurchasingthebestdealsonlineatbrickmtarestablishmentswheresteconversionsareinthe40pluspercentrange.Howevertheprimaryreasonfthefailureofonlineretailingtoconvertcustomersatacceptablerates

4、isbecausehisticallyecommercewebsiteshavebeenaonesizefitsallproposition.Fexamplethemajityofecommercewebsitescontainauserinterfacecontentpresentationthatremainstaticfeveryvisit.Thisoccurseventhoughweintuitivelyknowindividu

5、alshaveuniquemotivationscommunicationpreferences.Shoppersrelyondifferentinfmationdifferenttypesofwebsiteswhenmakingabuyingdecision.NewLevelsofCustomerInsightNewwebpersonalizationtechnologiesdynamicallyaltersitesinrealtim

6、etoprovideacustomizedexperiencefeveryvisittoanecommercesite.Suchsoftwareidentifiesanindividualspreferencesthendeliversontheflyadjustmentsthatmakeeachcustomerfeelthesitewasbuiltjustfhim.Thevisitfeelsinstantrapptwiththesit

7、eresultinginadeeperlevelofengagementdramaticallyhigherconversions.Thenextlevelofwebpersonalizationtechnologydepartssignificantlyfrom3websitecontentnavigationsitelayoutwillneedtobemadetoavoidmisalignmentdissonancefthosebe

8、havialsegmentsonceonthesite.Ifthesebehavialsegmentsarenotcomftablewiththebuyingexperiencepresentedtothemonagivenwebsitetheywillsimplyabontheoutboundmarketingspendwillbewasted.SearchingfaPersonalizedExperienceOptimizingou

9、tboundmarketingtoalignwithwebsitetrafficpresentsmanyopptunitiesfemarketerstodrivetrafficincreasesalesconversions.OutboundmarketingactivitiesincludedirectmailprintadvertisingonlinebanneradvertisingPPCcontentadvertising.On

10、eofthefundamentaltesoflinguisticpsychologyisthatlanguagepredictsbehaviinthiscontextthelanguageusedinadvertisingcanbeoptimizedtoappealtoedbehavialsegments.FexampleletslookatGoogleAdWdswhichallowsemarketerstocreateadskeywd

11、s.WhenpeoplesearchonGoogleusingoneoftheadvertiserskeywdstheadmayappearnexttothesearchresults.Googleconsidersthistobeadvertisingtoanaudiencethatsalreadyinterestedinyourcompanyproducts.InadditionGoogleofferswhatitcallscont

12、entadvertising:onlineadvertisingthroughitscontentwkwebsitesnewspagesblogsthatpartnerwithGoogletodisplayAdWdsads.Thegoalhereistargetingtherightuserintherightcontext.UsingadvertiseredkeywdsGooglescontextualtargetingtechnol

13、ogymatchesadstowebpagesinitscontentwkthataremostrelevanttoaspecifictypeofbusiness.Googleoffersplacementtargetingfspecificsitessectionsofsiteswhereadvertiserswanttheiradstoappear.AligningadlanguageinallofthesesearchbasedG

14、oogleadvertisingproductswithwebpersonalizationsoftwarecandrivehighlytargetedtraffictoanemarketerswebsiteresultinginsubstantiallyhighersalesconversionrates.Toillustratehowcombiningsearchadvertisingwithwebpersonalizationmi

15、ghtwkinpracticeconsideranAdWdsadasitisusedfoneofthebehavialptraittypes.Oneoftheeightptraittypesishighlyinfluencedbyreferencesrecommendationsespeciallythosefrompeersthosetheyaspiretobepeerswith.Thisptraittypealsodoesnttak

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