Online Advertising Traffic and the First Law of Web Surfing Sponsor By X10tv.com / 网络广告流量与网上冲浪第一定律 X10tv.com

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Hint: don’t send send your online advertising traffic to your homepage.
How do you convert online advertising traffic into customers? The key is a phenomenon of human behavior that only comes into play on the web.

提示：不要将您的在线广告流量发送到您的主页。
如何将在线广告流量转化为客户？ 关键是一种仅在网络上发挥作用的人类行为现象。

You won’t read about this phenomenon in books or articles on general principles of advertising or direct marketing. In fact, traditional advertising professionals and direct marketers often create only so-so online advertising campaigns simply because they’ve never heard of this phenomenon, even though it’s essentially the first law of human web surfing behavior.

您不会在有关广告或直接营销一般原理的书籍或文章中读到这种现象。 事实上，传统广告专业人士和直销人员经常只制作马马虎虎的在线广告活动，仅仅是因为他们从未听说过这种现象，尽管这本质上是人类网络冲浪行为的第一定律。

How to convert your online advertising traffic into customers Ready to find out what that all-important first law of web surfing is? Prepare to be not very amazed. You see, everyone who surfs the web already knows about this phenomenon of human behavior because we all do it–even you.

如何将您的在线广告流量转化为客户准备好了解最重要的网络冲浪第一定律是什么了吗？ 准备好不要感到非常惊讶。 你看，每个上网的人都已经知道这种人类行为现象，因为我们都这样做——甚至是你。

So here it is, the first law of human web surfing behavior, which you absolutely must take into account when marketing your website: While surfing the web, almost everyone will hit the “back” button if they think there’s a chance–even a small chance– they’ve come to the wrong web page.

这就是人类网上冲浪行为的第一定律，在营销您的网站时绝对必须考虑到这一点：在网上冲浪时，几乎每个人都会点击“后退”按钮，如果他们认为有机会 – 即使是很小的机会 机会——他们来到了错误的网页。

The corollary to this law of web surfing behavior: Anyone who clicks through to your site via an online advertising link needs to know they’ve arrived at the right place as soon as they get there.

这一网络冲浪行为法则的推论是：任何通过在线广告链接点击进入您网站的人都需要知道他们到达了正确的地方。

Immediately. Within a second. From a click glance. Without having to read anything. The average human attention span on the web has been measured at eight seconds, and you’ll have already lost a few seconds while the page downloaded.

立即地。 一秒钟之内。 点击浏览。 无需阅读任何内容。 据测量，人类在网络上的平均注意力持续时间为八秒，而在下载页面时您已经损失了几秒钟。

The Key(word) to Converting Advertisement-Clickers into Customers How do you make absolutely sure visitors feel like they’ve arrived in the right place?

将广告点击者转化为客户的关键（词） 您如何确保访问者感觉他们来到了正确的地方？

Make the title and first heading of your landing page (the page on which a visitor “lands” after clicking on an advertisement) the same as the headline of the advertisement that brought your visitor there. If the landing page links to a banner (image) advertisement, use the same pictures and color scheme as the advertisement.

使目标网页（访问者点击广告后“登陆”的页面）的标题和第一个标题与将访问者带到那里的广告标题相同。 如果着陆页链接到横幅（图像）广告，请使用与广告相同的图片和配色方案。

The landing page absolutely must immediately remind the visitor of the advertisement.

着陆页绝对必须立即提醒访问者该广告。

The advertisements, in turn, must flow logically from the keywords they are targeting. Even if your advertisements are appearing on websites rather than search engine results, you need to be thinking in terms of the keywords people are using to search for your product in order to speak the language of your prospective customers.

反过来，广告必须按照其目标关键字逻辑地流动。 即使您的广告出现在网站上而不是搜索引擎结果上，您也需要考虑人们用来搜索您的产品的关键字，以便使用潜在客户的语言。

That’s why it is very important both your advertisement and landing page incorporate the target keyword prominently, in headings as well as the page body. That’s also why it’s so important you don’t send your visitors from online advertising to your homepage–it’s unlikely you could optimize your homepage for all your possible advertisements. Visitors who arrive via advertising need to land on a special “landing page,” or they may crash and leave your site.

这就是为什么您的广告和着陆页在标题和页面正文中突出地包含目标关键字非常重要。 这也是为什么不要将在线广告的访问者引导到您的主页如此重要的原因 – 您不可能针对所有可能的广告优化主页。 通过广告到达的访问者需要登陆特殊的“登陆页面”，否则他们可能会崩溃并离开您的网站。

Conversions: your advertising campaign’s goal But what happens once visitors land on your site and decide to stay more than ten seconds? It’s no use if they just hang around. They need to convert.

转化：您的广告活动的目标但是，一旦访问者登陆您的网站并决定停留十秒以上，会发生什么？ 如果他们只是闲逛，那是没有用的。 他们需要转变。

Important definition: In online advertising parlance, saying a website visitor “converts,” means he or she has taken a desired action toward becoming a customer, either 1) buying something or 2) contacting you for more information, thereby becoming a lead.

重要定义：用在线广告术语来说，网站访问者“转化”意味着他或她已经采取了想要成为客户的行动，要么 1) 购买某些东西，要么 2) 联系您获取更多信息，从而成为潜在客户。

The percentage of visitors who convert out of the total number of visitors who arrive at your page is the conversion rate. Your goal is to get this rate as high possible. You do that by finding the right message to display on your landing page, and also by targeting the advertising so you are getting visitors who are most likely to convert.

转化的访问者占到达您页面的访问者总数的百分比就是转化率。 您的目标是获得尽可能高的比率。 为此，您可以找到要在着陆页上显示的正确消息，并定位广告，以便吸引最有可能转化的访问者。

In order to get your visitors to convert once they arrive, you need to make sure they have a clear path to conversion from the landing page. The simpler the path, the better–a winding road might lose some potential customers. This conversion path could be as simple as a “buy now” button or a contact form, or as complex as a multi-step shopping cart with required registration with required email confirmation to scare away those who are not truly devoted buyers.

为了让您的访问者在到达后进行转化，您需要确保他们有一个从着陆页开始转化的清晰路径。 路径越简单越好——蜿蜒的道路可能会失去一些潜在客户。 这种转化路径可以像“立即购买”按钮或联系表格一样简单，也可以像多步骤购物车一样复杂，需要注册和电子邮件确认，以吓跑那些不是真正忠诚的买家。

Targeting your traffic What you show visitors who arrive at your site is only half the equation. The visitors themselves are the other. As with everything in life, you can’t convert a sow’s ear into a silk purse. In this case, the sow’s ear is paid traffic that is not targeted, or is coming from popunders or other forced viewing, or is just plain faked (there is software specifically designed to emulate human visitors so fraudsters can sell the “traffic”).

确定流量目标 您向到达您网站的访问者展示的内容只是等式的一半。 访客本身就是另一个。 就像生活中的一切一样，你无法将母猪的耳朵变成丝绸钱包。 在这种情况下，母猪的耳朵获得的是非针对性的付费流量，或者来自弹幕或其他强制观看，或者只是简单的伪造（有专门设计用于模拟人类访问者的软件，以便欺诈者可以出售“流量”）。

Even in the best of cases, some traffic converts better than others. Generally speaking, visitors who are looking for you are the likeliest to convert, so conversion rates tend to be highest from advertising on search engines. Conversion rates tend to be lower from advertising on websites (so-called “content” or “contextual” advertising).

即使在最好的情况下，某些流量的转化效果也比其他流量更好。 一般来说，正在寻找您的访问者最有可能进行转化，因此搜索引擎上的广告转化率往往最高。 网站上的广告（所谓的“内容”或“上下文”广告）的转化率往往较低。

Conversion rates are lower still on advertising on website popups, and lowest of all on so-called adware (programs that display popups on a user’s computer; the people who sell this advertising often label it “targeted traffic”). Sending emails that consist of nothing but your advertisement, even if you’ve skirted the legal definition of spam, is not worth the bad will and damage to your brand.

网站弹出窗口上的广告转化率仍然较低，其中所谓的广告软件（在用户计算机上显示弹出窗口的程序；销售此类广告的人通常将其标记为“目标流量”）的转化率最低。 发送只包含广告的电子邮件，即使您已经绕过了垃圾邮件的法律定义，也不值得对您的品牌产生恶意和损害。

Preaching to non-converting online advertising traffic A significant percentage of visitors, maybe a majority, will never just click “buy now.” How do you reach them?

向非转化在线广告流量宣扬 很大一部分访问者（也许是大多数）永远不会只是点击“立即购买”。 你如何联系他们？

Many people simply will never make a purchase without speaking to a salesperson first. For them, provide a convenient contact form, as well as a live chat option–if you can afford the time and expense–your email, and a telephone number. A telephone number is especially important since there are some visitors who will never convert without hearing the voice of someone on your end.

许多人在没有先与销售人员交谈的情况下根本不会购买。 为他们提供方便的联系表格以及实时聊天选项（如果您能负担得起时间和费用）您的电子邮件和电话号码。 电话号码尤其重要，因为有些访客如果没有听到您那边某人的声音就永远不会转换。

For visitors who are not ready to convert immediately, you should have informational articles, “about us” pages or FAQs ready to help them make up their minds.

对于尚未准备好立即转化的访问者，您应该准备好信息文章、“关于我们”页面或常见问题解答，以帮助他们做出决定。

For visitors who simply will not be ready to convert today, give a reason to bookmark your page. Good articles. A special offer. A newsletter to sign up for. Free advice.

对于今天还没有准备好转换的访问者，请给出一个为您的页面添加书签的理由。 好文章。 特别优惠。 需要注册的时事通讯。 免费咨询。

Just make sure you don’t place these alternative non-converting options in too prominent a position, or you’ll risk distracting prospective customers. A few paragraphs up from the very bottom of the page is a good place to catch people who are interested in you enough to read the entire page, but still haven’t converted. The very bottom of the page should be reserved for a conversion option for all the prospective customers accustomed to scrolling to the bottom of the page to get a quick overview.

只需确保不要将这些替代的非转化选项放在太显眼的位置，否则您将面临分散潜在客户注意力的风险。 从页面最底部开始的几段是一个很好的地方，可以吸引那些对您足够感兴趣并阅读整个页面但仍未转化的人。 页面的最底部应该保留一个转换选项，供所有习惯于滚动到页面底部以快速概览的潜在客户使用。

After all, if you want your visitors from online advertising traffic to convert into customers, shouldn’t you at least make it easy for them?

毕竟，如果您希望在线广告流量的访问者转化为客户，您不应该至少让他们感到轻松吗？

ABOUT THE AUTHOR
Joel Walsh has written as a staff writer for St. Martin’s Press and Barnes & Noble, as well as numerous online publications. He is the head writer for Upmarket, a website content provider and online advertising resource for small and medium-sized business websites. You can get a template guide for writing a landing page, with samples, at: http://upmarketcontent.com/landing-page-template.htm

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