transaction激勵_線上激勵信任

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It’s been etched in our collective psyche as online merchants that some consumers have a tendency to distrust Internet businesses. Many people I know are wary of buying goods or services online.

在我們的集體意識中，人們已經将其刻蝕為線上商人，因為有些消費者傾向于不信任網際網路業務。 我認識的許多人都警惕在網上購買商品或服務。

Why is this?

為什麼是這樣？

As a general rule, in the "real world" you can make judgements as to a business owner’s trustworthiness fairly quickly. Would you be more likely to buy a watch, for example, from a neat, clean, little Mom ‘n Pop store or from a shifty character on a street corner whose first question is, "You aren’t a cop, are ya"?

通常，在“現實世界”中，您可以很快地判斷企業主的可信度。 例如，您會更願意從整潔，幹淨的小媽媽商店買手表，還是從街頭拐角處的易變人物那裡買手表，而第一個問題是：“您不是警察，是嗎？” ？

Online, people’s perceptions of your site help them form opinions about your trustworthiness as well.

在網上，人們對您網站的看法也幫助他們形成了關于您的可信度的意見。

Simply put, your site should be designed to inspire trust in your visitors. If you’re serious about doing business online, your visitors should be able to tell that the minute they load your home page. It doesn’t have to be stodgy; it does have to be professional.

簡而言之，您的網站應設計為激發對通路者的信任。 如果您真的想在網上開展業務，通路者應該能夠告訴他們他們加載首頁的時間。 不必笨拙； 它必須是專業的。

It’s beyond the scope of this article to go into detail on how to convey a professional image. What I’ll try to do here is give you a short list of DOs and DON’Ts that I believe will help enhance your online credibility.

詳細介紹如何傳達專業形象超出了本文的範圍。 我将在這裡嘗試做的是，為您提供簡短的DO和DO清單，我相信這些清單将有助于提高您的線上信譽。

圖形 (Graphics)

Use professional looking graphics. If you can’t design them, hire someone else to do it.

使用專業外觀的圖形。 如果您無法設計它們，請雇用其他人來做。

The graphic you use for an image map doesn’t have to be a clickable Matisse, but it shouldn’t look like an animal lacking an opposable thumb went to town on your image editing software either.

用于圖像地圖的圖形不必一定是可點選的Matisse，但它也不應該看起來像缺少對立拇指的動物也可以在圖像編輯軟體上使用。

I’m confident that you’re capable of designing your own graphic elements. You should download an evaluation version of Paint Shop Pro and give it a try; you’ll probably be surprised at what you can accomplish.

我相信您有能力設計自己的圖形元素。 您應該下載下傳Paint Shop Pro的評估版并嘗試一下。 您可能會對實作的成就感到驚訝。

In my opinion, patterned backgrounds are better left on personal pages. Black text on a white background provides easy readability and a more professional image. You can use TABLEs, border backgrounds, and/or graphic images to provide a little color.

我認為，帶圖案的背景最好留在個人頁面上。 白色背景上的黑色文本易于閱讀，圖像更專業。 您可以使用表格，邊框背景和/或圖形圖像來提供一點顔色。

This next statement isn’t intended to offend anyone, but I think it needs to be said (again, my opinion): the borders and backgrounds with images of money SCREAM rip-off. There is nothing that will make me mouse away at a higher rate of speed than a badly tiled $20 bill background; my scam meter goes off the minute the page starts to load and I’ll promise you, I’m not there to see it finish.

下一條聲明無意冒犯任何人，但我認為必須重申(我的觀點)：帶有金錢的圖像SCREAM的邊界和背景被盜用。 沒有什麼能比平鋪20美元的鈔票背景快得多的速度了。 頁面開始加載的那一刻，我的詐騙計就關閉了，我向你保證，我還沒來得及看完它。

進行信用卡購買的能力 (The Ability To Make Credit Card Purchases)

I believe it’s essential for most companies serious about doing business online to accept credit cards.

我認為對于大多數認真從事線上業務的公司來說，接受信用卡至關重要。

To ease the apprehensions of those who are leery of this form of payment, take a few minutes and put together a page that explains your process for accepting credit card orders online. That way, those visitors who are anxious about using their credit card can learn the security features of your ordering system.

為了減輕對這種付款方式持懷疑态度的人的擔憂，請花幾分鐘時間，整理一下頁面，說明您線上接受信用卡訂單的過程。 這樣，那些急于使用信用卡的訪客就可以了解您的訂購系統的安全功能。

會員計劃和橫幅交流 (Affiliate Programs And Banner Exchanges)

Unfortunately, far too many web site owners think doing business on the Internet means hawking other people’s goods or services.

不幸的是，太多的網站所有者認為在Internet上開展業務意味着販賣他人的商品或服務。

Don’t misunderstand me, there is nothing wrong with affiliate programs, per se. The problem comes in when some site owners are deluded enough to think that they will make money from affiliate programs that are totally unrelated to their own site’s content.

别誤會我，會員計劃本身沒有任何問題。 問題出在某些站點所有者被迷惑到足以使他們從與他們自己站點的内容完全無關的聯屬網絡營銷計劃中獲利時。

For example, if you operate a site that caters to lumberjacks, you probably aren’t going to get rich displaying a link to "Fluffy’s World" that pays you $.01 every time someone clicks to watch Fluffy snoring on top of the sofa via the live pet cam. Whereas, for example, if you operate a site devoted to The X-Files TV show, you might be able to make some extra money by partnering with a site that sells science-fiction related merchandise that will pay you for referrals.

例如，如果您經營一個迎合伐木勞工的網站，則您可能不會因為顯示“蓬松世界”的連結而緻富，每次有人點選觀看“蓬松世界”在沙發上打時，您隻需支付$ .01現場寵物攝像頭。 舉例來說，如果您經營一家緻力于X-Files電視節目的網站，則可以與銷售與科幻小說相關商品的網站合作，進而賺錢一些，這些商品将為您提供推薦。

Please don’t develop a site that is just a collection of links, banner ads, or affiliate programs. Develop your own unique content!

請不要開發僅包含連結，橫幅廣告或會員計劃的網站。 開發自己的獨特内容！

As a business owner, I would be especially cautious of overdoing it with affiliate programs and banner exchanges. What will your visitors think about your product or service if they have to weed through a dozen banner ads or affiliate buttons to get to it? Obviously you didn’t think it important enough to occupy center stage, why should they?

作為企業主，我将特别謹慎，不要通過會員計劃和智語交換來過度使用它。 如果通路者必須通過十幾個橫幅廣告或會員按鈕進行除草才能進入您的産品或服務，他們會怎麼看？ 顯然，您認為占據中心舞台并不重要，為什麼要這麼做？

聯系資訊 (Contact Information)

I would venture a guess that perhaps the most common mistake Internet business owners make is not including a way for visitors to get in touch with them. This only adds to the impression some people have of Internet businesses as "fly-by-night" operations.

我想大膽猜測一下，也許網際網路企業主犯的最常見錯誤是沒有包括訪客與他們聯系的方式。 這隻會增加某些人對Internet業務的印象，即“夜間飛行”。

Would you run a television ad or hand out a business card that didn’t include a way for customers to contact you?

您是否會投放電視廣告或發放名片，而該名片不包含客戶與您聯系的方式？

If your site is effective, the visitor will decide "I want to buy it" or "I want to know more". How easy have you made it for he or she to do either of these things?

如果您的網站有效，則通路者将決定“我要購買”或“我想了解更多”。 您使他或她做這些事情的難易程度如何？

At a minimum, I would suggest including your email link on every page of your site. I recommend listing alternate methods to reach your business as well. How will you convince anyone to do business with you if you make it next to impossible to reach you?

至少，我建議您在網站的每個頁面上都包含您的電子郵件連結。 我建議也列出其他方法來拓展您的業務。 如果您幾乎無法與您聯系，您将如何說服任何人與您開展業務？

Keep in mind that the only thing worse than not being able to get in touch with the site owner is contacting the owner and it taking the owner anywhere from one day to one millennium to get a response.

請記住，與無法與網站所有者聯系的唯一糟糕的事情是與所有者聯系，從一天到一千年的任何時間，所有者都會獲得響應。

新鮮内容 (Fresh Content)

Have you ever been to a site and got the distinct feeling that a tumbleweed was about to blow across your screen at any moment? Cyberspace businesses go paws up quicker than a Razorback fan will don a hog hat and yell "wooooo pig sooie".

您是否曾經去過某個站點，并有一種獨特的感覺，那就是随時會有風滾草在螢幕上吹來？ 網絡空間業務的增長速度要比Razorback迷戴上豬帽子并大喊“ wooooo pig sooie”快得多。

Assure your visitors that this is not the case with you. Update your page frequently and let people know it. You might consider a "What’s New" section or simply a "This page last updated…" line. Do what you have to do to convey the fact that you’re here and you plan on staying.

向您的訪客保證，事實并非如此。 經常更新您的頁面，讓人們知道。 您可以考慮“新增功能”部分，也可以僅考慮“該頁面最近更新…”行。 做您必須做的事情，傳達您已經在這裡并打算留下的事實。

推薦人 (Referrals)

It’s just like in the real world folks; do a good job for someone and they’ll tell their friends. Do a poor job and they’ll tell everyone within earshot at the supermarket, the barbershop, the gas station, etc.

就像現實世界中的人們一樣。 為某人做好事，他們會告訴朋友。 做得不好，他們會告訴超市，理發店，加油站等所有人。

You might consider incorporating a way to provide incentives for people who generate referrals for you. Good word-of-mouth advertising is priceless for developing trust.

您可以考慮采用一種方法為那些為您推薦的人提供激勵。 良好的口碑廣告對于建立信任是無價的。

總體外觀 (General Appearance)

This last category is kind of a catchall. Your site’s overall appearance *must* convey professionalism.

最後一個類别有點籠統。 您網站的整體外觀*必須*傳達專業知識。

This means no spelling, HTML, or grammatical errors. The design should be neat and clean. Correct any mistakes ASAP and cycle out old material.

這意味着沒有拼寫，HTML或文法錯誤。 設計應整潔幹淨。 盡快更正任何錯誤，并淘汰舊材料。

Instead of spending your time adding the latest, greatest, coolest whatever, work on improving your content and delivery.

與其花費時間添加最新，最偉大，最酷的内容，不如改善内容和傳遞。

Spend some time surfing around to the web sites of the larger companies and pay attention to how they present material (NOTE: I did *NOT* say copy those sites). What kinds of things on various sites instill a feeling of trust for you? What things cause you to want to bolt? Which sites have that professional "look"? What aspects of the site cause you to feel that way?

花一些時間浏覽大型公司的網站，并注意它們展示材料的方式(注意：我确實*沒有*說要複制那些網站)。 各種網站上的哪些内容為您帶來了信任感？ 是什麼導緻您想要螺栓？ 哪些站點具有該專業“外觀”？ 網站的哪些方面使您有這種感覺？

Remember, people’s perception of your site can make or break your business… what message does your site convey to your visitors?

記住，人們對您網站的認知會影響您的業務發展或成敗……您的網站向通路者傳達了什麼資訊？

翻譯自: https://www.sitepoint.com/inspiring-trust-online/

transaction激勵