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Old 07-25-2011, 05:28 PM   #1
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Old 07-25-2011, 05:32 PM   #2
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Old 07-25-2011, 05:32 PM   #3
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  昨天和一位旅行社的朋友聊了他们的网站,new balance 996 sneaker,有一些普遍性的问题,记录下来,给大家作为参考用。我想借用这位朋友的网站来做说明,可能大家更容易理解 。在此也向她表示感谢。
  先说一下这家旅行社的基本情况。这是一家以地接为主的旅行社,基本上是通过网络做直客,不太与同行合作 。既不靠同行收客,也不会把客人交给同行去操作。除了自己的本站之外,还有在一些网络平台上搭 建了网店,womens new balance ML574。受到当地旅游资源季节性的影响,旺季的时候,每天的总访问量大概在1500IP左右,淡季大概是500I P。同时,这家旅行社强调的是以服务为主,所有的线路产品都是纯玩方式,而且团队都是小规模化,随时可以成 行,balance running shoes,所以价格也要比其它同类产品稍高一些。
  问题一:把简单的东西搞复杂了。给大家看一下这个网站的首页。


  两张简单的截图,可以看出,这是个内容丰满的首页,粗略看过去,就有几十条线路产品可供选择,同时在左 右两侧,还有很多其他内容。我认为一个首页应该遵照访问者的需要和浏览习惯去设定,简约、重点突出、引导都 是很重要的原则。而这样的首页,会让访问者很茫然,无从选择。所以,还是应该再做的简单些,突出重点,引导 浏览者进入详细阅读是比较好的逻辑。
  第二个问题:把复杂的事情做简单了。这就不仅仅是首页的问题了,内页也有一些这样的情况。


  同一个网站,两个不同模板的线路本身就是个问题。而线路的介绍过于机械和呆板,也没有体现出一家以服务 为主的旅行社的人文关怀氛围,有点过于简单了。而从刚才的首页看,尽管给了很多线路产品,但大多是标题的文 字链,如果可以把每个产品做个20字左右的说明,可能会更吸引点击。另外,图片、色彩、背景等美工技巧一定 是首先触动浏览者的内容,这个网站做的有些平白无力。
  第三个问题:内容错位。这是个很可怕的事情,因为内容的错位直接影响的就是浏览者对企业的判断,从而更 可能的影响到网站的转化率。还是从首页去说,至少有两个内容错位。前文我已经说过了,这家旅行社的经营定位 和产品定位都很准确。但这些内容在网站首页几乎没有任何办法看到。据了解,该企业的回头客和口碑影响来的客 人比例有30%左右,也就是说他们的服务确实做的很棒。可我很奇怪,在首页上基本没有看到这家旅行社关于自 己将“服务作为特色”的任何介绍和宣传,shoe new balance!难道期望浏览者通过文字去体会?靠感觉去发现?
  昨天的交流中,我举了一个例子。判断酒店高低档的差别在哪里,我们只要看门童和前台接待就好了。任何有 过差旅经验的都很容易通过这些简单的参考依据很快判别出酒店的等级。网站的作用和酒店的门童与前台一样,都 是浏览者最初判断的依据。一个没法体现出自己特色的网站,如何能吸引自己的目标用户?更不用说 转化用户了。
  再其次就是小团队的操作特点,这也没有在首页显示出来。其实简单的做法就是用文字说明,复杂点也不过加 几张图片而已,但对浏览者的影响就大大的不同了。很遗憾这个特色也没有在首页看到。
  第四个问题:求大求全,忽略专业。请大家依然看首页的第一张图片,首屏最中间的线路产品显然已经不是地 接内容了,而是组团内容。据解释,是淡季的做法。而且首页包含了大量的产品内容。这种组团和地接同做,国内 和出境共推的做法,实在太具有普遍性了。说到底,还是专业性不够。专业性不够在哪里?就在对自己用户的分析 不足。尽管我相信在不同的目的地有淡旺季之分,但我不太认可“淡季歇业”或者“淡季无事可做”的说法。从这 个网站上看,几乎没有任何淡季的产品。大家都看出来这是一个新疆的站点,难道新疆的站点在冬季真的没有任何 适合旅游的产品吗?除了冰雪就没有其他的旅游项目了吗?旅游活动不仅仅是观光,我个人觉得心理体验也非常的 重要。我就在春节期间去乡村和少数民族地区体验过,也遇到了大量的旅游者。
  以上的这些问题,并不仅仅是这一家旅行社的网站独有的,希望大家可以对号入座,再重新的审视一下自己的 网站,对照着给自己挑挑毛病,new balance running shoes,解决一下转化率不高的问题。另外我和我的团队也做出了解决以上问题的方案和方法,欢迎大家和 我们交流。
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Old 07-25-2011, 05:33 PM   #4
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