外贸网店运营的核心 简单

You can make a safe assumption that the reason I am visiting your online
store is because I have an intention to buy something from you. All I need from
you is to help me find what I am looking for and then take me from point A
(product page) to point B (checkout). I am ready to fork over my money if you
show me a clear path. So it is up to you to decide how easy or difficult you
want my journey to be.15 Conversion Hot
Spots:
你可以做一个可靠的假设，我之所以访问你的网上商店是因为我有想从你这买东西的打算。我所需要的就是你帮我找到我在寻找的东西，并且将我从A点（产品页）
带到B点（结账页）。如果你给我指了条明路，我会愿意乖乖的把我的钱给你。因此我的购物之旅到底是容易的还是困难的都是由你决定的。需要一些建议吗？下面
有一些想法是可以考虑的：

1.Don’t Require Registration. Do not force me to register during the checkout
process. If I click on checkout, that is usually a safe assumption that I have
made a decision to purchase. Please get out of my way so you can take my money
as quickly as possible before I change my mind. Don’t present me with
unnecessary registration steps or other information that would slow me down. If
you want to give me an option to register after the checkout is complete, sure,
I will consider
it.
1、在结账的过程中别强迫我注册。如果我点了结账，这通常表示我做了一个要购买的决定。在我改变主意之前请别挡我的道儿，这样你就能尽快拿到我的钱了。别
给我介绍不必要的注册步骤或者是其他会减慢我支付的无用信息。如果你想给我一个注册的选项，请在结账以后吧，这样相信我还是会考虑一下的。

2.Write for Humans. Remember that Google is not your target customer – I am.
Don’t write your product descriptions or other content containing tons of SEO
keywords with a sole purpose to please Google. Sure you need to focus on SEO but
the product description has to make sense to customers first. At the end of the
day, you might get a good ranking on Google but if consumers don’t understand
the content on your site, you will not
win.
2、记住，谷歌不是你的目标客户–我才是。别为了一味地取悦谷歌，把你的产品描述或者其他内容写得包含一大堆SEO关键词。当然你需要重视SEO，但是产
品描述首先要以客户为先的。最终，你也许会在谷歌上得到一个很好的排名，但是顾客无法理解你网站上的内容，你所做的也是没有什么意义的。

3.Watch Out-of-stock Items. Don’t let me add something to the cart if later
you will tell me that it is out of stock. If you already know that something is
out of stock, can you please show that upfront on the product page so we don’t
waste each other’s
time?
3、别在我把某商品加入购物车以后才告诉我它脱销了。如果你早就知道这件东西脱销了，请你在产品页的最前面告诉我好吗？这样我们都不会浪费彼此的时间。

4.Delete Empty Categories. Do you have categories that do not have any
products online? Can you please disable those categories so that I don’t have to
click those categories, just to find a “No Products Found”
message?
4、你是否有哪个分类栏里是没有任何商品的？能请你关了这些分类栏吗？这样我就不会点到这些分类栏，然后显示给我的只有“没有找到任何商品”的信息。

5.Clean-up Your Home Page. Just because you have a lot of promotions and
products on your site, you don’t have to show all of them on your home page.
Please keep the home page clean and focus only on few key promotional or
merchandise messages that truly tell a compelling story. If you have more than
100 links on your home page, you are trying too
hard.
5、就算在你网站上有很多促销活动和产品，你也没必要把它们全都罗列到你的主页上啊！！请保持你主页干净，把注意力放在一些关键的促销或者商品信息上，这样才能让人信服。如果你主页上有100条以上的链接，你真是太“牛逼”了

6.Establish an Arrival Date. It would be nice to know when I will receive an
item – not just when you plan to ship it. You know my zip code – you know the
delivery times with UPS and FedEx, you know your processing time – so can you
please show me a date when I should expect to see the item at my door instead of
having me do all guesswork in my
head?
6、如果我能知道我什么时候收到货而不只是你什么时候发货，这样就太好不过了。你知道我的邮政编码，你知道UPS和FedEx的送货时间，你知道你们的处理时间，那么你能给我一个明确的日期，让我能够在那天看到它出现在我的门口，而不是我自己在那猜。（以国内的物流来说，有点困难，哈哈哈）

7.Don’t Over-recommend. If I add something to the shopping cart, please show
me the cart before showing any other recommendations or offers that I might be
interested in. Don’t slow me down by showing 10 recommendations before I get to
my cart page. I have a short attention span and if I get overwhelmed with too
much unnecessary information, I might just
leave.
7、如果我把某件商品加入了购物车，在给我看其他我可能感兴趣的建议商品前请先给我看看购物车啊。别给我看什么10个推荐商品之类，这样会减慢了我到达购物车页的速度。我注意力有限，如果我看了太多无用的信息，我可能会离开。

8.Be Careful with Email Addresses. If you take my email address during
checkout, please make good use of it. For example, if would be nice of you to
follow up few days later to check if the item arrived properly, and if I would
be interested in writing a review for the item. I don’t mind writing an honest
review – you just have to ask and remind me. Which is a good segue to the next
point.
8、如果你在我结账后获得了我的Email地址，请好好利用它！比如，你在我结账后的几天跟进向我询问商品是否顺利抵达，询问我是否有兴趣写一个商品评论，这些都是挺好的。我不介意写一个诚实的评论–你只需询问和提醒我就行了！那对下一点来说就是个很好的继续。

9.Don’t Change Negative Reviews. If I write a negative review about a
product, please don’t go out of the way to moderate the review to put a positive
spin to my content. Please remember that customer reviews are supposed to be
unbiased and any attempt from your side to hide or suppress the negative reviews
is a sure way to lose trust with your loyal
customers.
9、如果我写了一个消极的产品评论，请别用一个积极的评论取代了我的评论的那个位置来“缓和”评论。请记住客户写评论本是“没有偏见的”。你这边任何隐藏或者压制消极评论的尝试都是会丢失你忠诚用户的信任的。

10.Disclose Final Price Early-on. Don’t wait until the final step in the
checkout to show me the final price including the coupon discounts, taxes and
shipping costs. I would like to know that information at the shopping cart page
so there are no surprises during the final step. If you need my zip code in the
shopping cart page to calculate these costs, just ask me and I will be happy to
provide that information to you. Which leads me to the next
point.
10、别等到结账的最后一步才显示我的最终价格包括折扣优惠，税费以及运费。我希望能够在购物车页就得到这些信息，这样在最后的步骤就不会游任何“惊讶”。如果你在购物车页需要我的邮政编码去计算运费，请告知我，我会很乐意提供信息给你的。这就把我带到了下一点–

11.Avoid Duplicate Entries. If I have told you anything about myself such as
my zip code, please try to remember it. Don’t make me re-enter that information
at the time of checkout. There is a good probability that I will not change that
information, but just give me an option to change it later if I need
to.
11、如果我已经告诉了你我的信息如邮政编码，请记住它。别让我在结账的时候重新输入信息。一般来说我都是不会更改这些信息的，但还是给我一个能更改它们的选项以备不时之需。

12.Help Customers Reach You. Please don’t try to hide your contact
information just because you want to minimize the number of customer service
calls. If you have an 800 number hidden somewhere on the site, please display it
prominently. Customers need to know upfront that there is an easy way to contact
you if something goes wrong with their
order.
12、请别因为想把客户服务电话数量降低到最少而去尝试隐藏你的联系信息。如果你有个800号码藏在你网站的某处，请显著的标明它。如果顾客的订单出了问题，他们需要一个简单的方式去联系你。

13.Don’t Ask for Too Much Info. When I am providing my credit card
information, you really don’t have to ask me what type of credit card it is
because you can figure it out from my credit card number. Just show me the
credit card type for confirmation and I will let you know if there is a
problem.
13、当我在提供我信用卡信息的时候，你真的不需要问我我用的是那种信用卡，因为你可以从我的信用卡号码上得知的。你只需让我确认是不是这个类型的信用卡，我会让你知道是否有问题

14.Simplify Security Checks. While you are thinking about that checkout
experience, can you also do something about that Captcha? It is nice to know
that you are concerned about our security and want to make sure that I am a
human. But for the sake of humanity, please don’t make me decipher that
10-character Captcha image. Just try to keep it simple, if
possible.
14、当你在考虑结账的用户体验时，你能做一些关于验证码的吗？我很高兴知道你是关心我们的安全并想确认我是一个人类。但是为了人类着想，请别让我去识别1有0个元素验证码图像。如果可能的话，尽量保持简单就行了

15.Turn Off Advertising. If you display any AdSense ads on your retail store,
can you please turn those off? That sends a mixed message to me as a customer.
If you are truly an online retailer, your focus should be on selling products,
not making a few bucks from customers who accidentally click on those ads and
end up somewhere
else.
15、如果你在你的零售商店里展示了任何AdSense广告，请你能把他们关掉吗？那会给作为顾客的我一个混淆信息。如果你是一个真正的网络零售商，你应该专注在销售产品上，而不是从顾客那里赚一些偶然点击广告的小钱。

Some of the above points may seem obvious but it is amazing to see even large
online retailers who end up building complex checkout processes, overlooking
some of these points just because they have a complex business. If you think
from customer’s perspective, they really don’t care about complexities in
business – they are looking for a simple and intuitive shopping
experience.
以上的几点似乎看起来很明显，但是这看起是十分惊人的甚至是对那些建立了复杂的结账过程的大型网络零售商们也是如此。纵观上面的一些观点，他们之所以惊
讶，就是因为他们有一个“复杂的”生意。如果你从用户的观点考虑，他们真的一点也不关心商业体上的复杂性–他们追求的是一个简单而直观的购物体验。