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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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