Web pages with readable text will generate more sales than fancy pages that are hard to read. Follow these design tips. Not only will your web pages be easier to read, but you'll keep potential buyers at your site and position yourself to increase sales.
與眩目的網(wǎng)頁(yè)相比，易于瀏覽的網(wǎng)頁(yè)能夠增加網(wǎng)站產(chǎn)品銷(xiāo)售量。這樣不僅便于用戶閱讀網(wǎng)站內(nèi)容，還能吸引潛在用戶，增加網(wǎng)站收入。
Keep Pages Short -- Especially Your Home Page
網(wǎng)站內(nèi)容不能太多——尤其是主頁(yè)。
- Put important content at the top of your pages so it's visible on the screen. Users may not scroll through lengthy pages. - In general, limit the length of a web page to two screens. - Split up long pages into several pages.
重要內(nèi)容安排在網(wǎng)頁(yè)頂部，這樣易于吸引用戶瀏覽。用戶可能不會(huì)拖動(dòng)滾動(dòng)條，瀏覽整個(gè)頁(yè)面，所以網(wǎng)頁(yè)內(nèi)容不能太多，如果網(wǎng)頁(yè)太長(zhǎng)，可以分成幾張。
布局 (Layout)
- Use left aligned text rather than justified text. - Write short paragraphs (4-5 lines). - Indent paragraphs in sales letters. - Limit the width of your web pages to fit your visitors' monitors. Your visitors don't want to scroll left to right to see your content. - Keep the look, layout, navigation, typefaces, and colors consistent on all pages.
避免文本占據(jù)整個(gè)頁(yè)面，應(yīng)該左對(duì)齊。文字段落內(nèi)容不能太多，4-5行就可以了；各個(gè)段落設(shè)計(jì)成銷(xiāo)售信格式；網(wǎng)頁(yè)寬度應(yīng)該與訪問(wèn)者計(jì)算機(jī)顯示器相適應(yīng)，避免訪問(wèn)者拖動(dòng)水平滾動(dòng)條瀏覽網(wǎng)頁(yè)內(nèi)容。確保所有網(wǎng)頁(yè)外觀、布局、導(dǎo)航、字體、顏色的一致性。
分割內(nèi)容 (Break up Copy)
- Avoid long pages of text. - Break up text with white space, color, columns, lines, bars, and graphics. - Break up copy into easy-to-read sections - Use subheadings and bulleted lists to highlight benefits.
避免出現(xiàn)大段文字內(nèi)容。應(yīng)該利用空白區(qū)域、顏色、欄、直線、條、以及圖片，分割文字內(nèi)容，使網(wǎng)頁(yè)各部分內(nèi)容便于用戶閱讀。利用副標(biāo)題、點(diǎn)式列表也可以創(chuàng)造這種效果。
顏色 (Color and Contrast)
- Use color sparingly. Too much color can be distracting. - Select a background color that contrasts with the text color. - Avoid blue backgrounds when using blue links (the standard link color). - Avoid dark backgrounds. Dark text on a light background is easy to read. - Avoid text on multi-colored background images. Most background images will decrease the readability of your text. - Use web-friendly colors. Colors that look bright on your monitor may appear dark on someone else's and make your message unreadable.
減少網(wǎng)頁(yè)顏色數(shù)量，否則會(huì)分散用戶注意力。網(wǎng)頁(yè)背景色需要與文本色相對(duì)比；出現(xiàn)藍(lán)色（標(biāo)準(zhǔn)鏈接顏色。）鏈接時(shí)，避免使用藍(lán)色背景；避免使用黑色背景，但淺色背景下的黑色文本利于用戶閱讀；避免出現(xiàn)多種顏色的背景圖片，否則會(huì)降低文本的易讀性；使用用戶頁(yè)面友好的顏色，在你的顯示器中顏色可能會(huì)很明亮，但可能在用戶的顯示器中顏色很暗，這樣就不利于用戶閱讀文字內(nèi)容。
排版 (Typography)
- Avoid small type, reverse type (white text on dark background), and italics. - Avoid using UPPER CASE in your body copy. - Limit the number of fonts in a web site to a maximum of three. - Use a type size that is geared to your target audience. For instance, use larger type for older readers. - Emphasize important words, headlines, and sentences by using color, bold, and different text sizes. But do so sparingly. Too much bold or color reduces the impact. - Avoid underlining. Readers might think your underlined words or sentences are links. - Use standard fonts such as Arial, Times New Roman, and Verdana. If you're using fonts your viewers don't have on their computers, their browsers will show substitute fonts and your web pages can look totally different on visitors' computers than how you intended them to look. - Avoid special characters like curly quotes, curly apostrophes, n- dashes, and
m-dashes. These characters may convert into bogus characters in web sites.
避免使用小字體、色彩逆轉(zhuǎn)字體（深色背景、白色文本）、斜體字；正文中，避免使用大寫(xiě)字母；網(wǎng)站中字體數(shù)量限制在3種以內(nèi)；字號(hào)能夠適應(yīng)目標(biāo)受眾的需要，比如說(shuō)，為老年用戶設(shè)計(jì)較大的字號(hào)；利用顏色、粗體字、不同的文本尺寸、突出關(guān)鍵詞、重要標(biāo)題、重要語(yǔ)句，但如果顏色或者粗體內(nèi)容太多，效果就會(huì)大大降低；避免使用下劃線，用戶會(huì)誤以為下滑線內(nèi)容可以進(jìn)行鏈接；運(yùn)用標(biāo)準(zhǔn)字體，例如：Arial、 Times New Roman、Verdana，如果利用用戶計(jì)算機(jī)中沒(méi)有設(shè)置的字體，用戶瀏覽器會(huì)使用其它字體進(jìn)行替換，這樣用戶計(jì)算機(jī)中顯示的網(wǎng)站外觀會(huì)與此前設(shè)計(jì)的外觀大相徑庭；避免使用引號(hào)、省略符號(hào)、n- dashes（與字母“n”同寬的破折號(hào)，例如6-10 years）、m-dashes（與“m”同寬的破折號(hào)，例如computer——but），這些特征會(huì)使網(wǎng)站內(nèi)容看似帶有虛假性。
圖像與圖片 (Images and Graphics)
- Use images and graphics that support your sales message. - Keep animation, blinking text, and scrolling text to a minimum. They distract the reader from focusing on your text.
圖像與圖片應(yīng)該可以說(shuō)明銷(xiāo)售信息。盡量減少使用圖像、閃動(dòng)文本、滾動(dòng)文本，否則會(huì)轉(zhuǎn)移瀏覽者對(duì)于文字內(nèi)容的注意力。
檢驗(yàn)網(wǎng)頁(yè) (Check Your Pages)
Web pages may look different on your visitors' computers, depending on their computer, monitor, browser, and fonts. What may look great on one browser may look unprofessional on another. View your web pages with different browsers, computers, platforms (PC and Mac), screen resolutions, and settings. Statistics indicate that visitors use a wide variety of browsers and platforms.
計(jì)算機(jī)、顯示器、瀏覽器以及字體，都會(huì)影響網(wǎng)站外觀，這個(gè)瀏覽器中精美的網(wǎng)站外觀可能在另外一個(gè)瀏覽器中會(huì)顯得業(yè)余。在不同瀏覽器、計(jì)算機(jī)、平臺(tái)（PC 與Mac）、屏幕分辨率、計(jì)算機(jī)設(shè)置下，檢測(cè)網(wǎng)頁(yè)呈現(xiàn)效果。統(tǒng)計(jì)顯示：訪問(wèn)者利用的瀏覽器與平臺(tái)多種多樣。
If you're not experienced with web design, hire a professional web designer to design your web pages and convey a professional look.
如果不擅長(zhǎng)網(wǎng)站設(shè)計(jì)，可以聘請(qǐng)專(zhuān)業(yè)網(wǎng)站設(shè)計(jì)者，這樣能保證網(wǎng)站外觀的專(zhuān)業(yè)性。
Keep visitors, prospects, and buyers at your site with easy-to-read, interesting content. An easy-to-read, professional web site can maximize your sales. Apply these techniques now.
網(wǎng)站需要為訪問(wèn)者、潛在購(gòu)買(mǎi)者、買(mǎi)者提供易讀、有吸引力的內(nèi)容。易于瀏覽、設(shè)計(jì)專(zhuān)業(yè)的網(wǎng)站會(huì)最大限度地增加銷(xiāo)售量。你可以根據(jù)上述建議，進(jìn)行網(wǎng)站設(shè)計(jì)。
