【轉貼】很醜又錯誤百出的舊網站如何勝過漂

[Mark]

【轉貼】一個醜又錯誤百出的網站如何勝過一個較好的站

How an Ugly, Mistake-Ridden Web Site Outperformed a 'Better' Site

We recently redeveloped a web site for a client who sells a service at $5,000 a pop. Our redeveloped site replaced a site that he'd designed himself, which had been up for 6 months. It was an ugly, ugly site.

Yet, during its first couple of weeks online, the new site came nowhere near achieving the sales levels of the old, ugly site. Why? The answer reveals a fascinating insight into how some web sites work.

The old ugly site was mistake-ridden. It offered very little information. In no way did it present the client's services in a positive way. But it still outperformed the new site by a long way, for one simple reason.

As there was no information on the web site, people phoned up my client. He's great on the phone and made sales to 80% of these callers. He even made a $5,000 sale to a visitor who rang him to tell him about a typo on his web site!

My new (and better?) web site answered many of the prospects' frequently asked questions, offered a 3-part email autoresponder course, and provided a lot of great information that was useful to visitors trying to make a buying decision.

In fact, there was so much great information that prospects didn't need to call. So they didn't. They made their buying decisions based on the information that was provided on the web site and the sales dropped like a stone!

The lesson to be learned here is that success is not about having the best-looking web site, the one with the most information, or the site with the highest traffic levels. It's about what works.

I'd better go. I'm off to remove a whole lot of useful content and add a phone number to a homepage!

翻譯自sitepoint.com電子報

一個醜又錯誤百出的網站如何勝過一個較好的站

我們最近替一個客戶改版網站，他銷售的服務甚至一次可以收到美金5000。我們製作的新站取代了之前那個他自己設計有六個月歷史的舊站，一個非常醜的站。

然而，新站啟用的頭幾週，新站的業績竟然遠遠低於醜醜的舊站所能做到的業績。原因為何？也許網站運作方式提供了答案。

那個很醜的舊站錯誤百出，並且提供非常少的資訊。無論從哪裡都看不出舊站對於客戶服務有積極的地方。但是它依舊遠遠勝過漂亮的新站，只因為一個簡單的理由。

因為舊站的資訊少的可憐，人們就會打電話給我的顧客。他很會電話銷售，可以拿到80%來電網友的訂單。他甚至曾經做過一次美金5000的生意，是來自一個打電話告訴他，網頁上面有錯字的網友。

我代為製作的新（比較好？）站回答了許多準客戶常見的問題，甚至提供自動回函回答問題，並且提供一堆有用的資訊幫助想要購買的網友下決定。

事實上，新站上有如此豐富的資訊，準客戶甚至不需要打電話詢問，所以當然他們就沒有打電話詢問。結果他們下決定要購買的原因，都是參考新站上提供的資訊，然後銷售業績就一落千丈。

這個讓我們得到的教訓就是電子商務的成功，不見得跟一個好看且資訊豐富的網站或高流量有必然關係。而是跟如何運作有關。

就講到這裡，現在我要去移掉新站一堆上面有用的內容，並且在首頁加上一支電話號碼！

 

[wwr15]

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