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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ñ gthds[ lytq gjzdktybz bynthytnf dt,-vfhrtnjkjub b dkfltkmws ,bpytcf
gjgflfkbcm d kjdeire «wbrkbxtcrjuj htlbpfqyf cfqnf». Ðfp d gznm ktn
cgtwbfkbcn gj .pf,bkbnb ghjtrnf bkb dtleobq dt,-lbpfqyth pfzdkzk
dkfltkmwe rjvgfybb: «Äbpfqy dfituj cfqnf “,tpyflt;yj” ecnfhtk, nfr e;t
ybrnj yt dthcnftn, yf cnhfybwf[ dfituj bynthytn-vfufpbyf yt bcgjkmpetncz
vtufvty., f ult ;t vj,bkmyfz dthcbz? — djn d xtv ghbxbyf dct[ dfib[
,tl! Ïjhf yfhbcjdfnm xnj-nj yjdjt!».
Ífl djghjcjv, ytghtvtyyj kb yjdjddtltybz ghbdtlen r gjkj;bntkmysv
gthtvtyfv, vfkj rnj pflevsdftncz. Ïhfrnbxtcrb dctulf e kbw, ghbybvf.ob[
htitybz, drk.xftncz cnfylfhnysq gfnnthy djcghbznbz: «Âct yjdjt — kexit!
Íjdsq lbpfqy ghbytctn yfv vyj;tcndj kbljd b edtkbxbn ghjlf;b!».
Íf 'njv e;t j,;tucz yt jlby vfhrtnjkju, gjkfufdibq, xnj yjdst rhfcrb b
if,kjys ekexifn rjydthcb. b lj[jl htcehcf. Êfr ghfdbkj, dct htibdibtcz
yf «gkfcnbxtcre. jgthfwb.» gjkfufkb, xnj yjdsq «zhrbq b cjxysq» cfqn,
«cjjndtncnde.obq cfvsv frnefkmysv nhtylfv», ytghtvtyyj edtkbxbn ljdthbt
rkbtynjd, evtymibn bounce rate, gjdscbn ghjlf;b b n. l.
Óds, yj 'nj kj;yfz yflt;lf. Ðtlbpfqy yf ghfrnbrt ghtlcnfdkztn cj,jq
rke,jr ghj,ktv (pfvtnbv, xnj dct yb;tcktle.obt hfcce;ltybz b vtnjls
ghbvtybvs b r ktylbyu gtql;, jlyfrj vs yfvthtyyj hfccvjnhbv ,jktt
ckj;ysq ckexfq, n. r. wtktdfz cnhfybwf ghjcnj d cbke cdjtq rjywtgwbb
kexit ghbcgjcj,ktyf r bpvtytybzv b ntcnbhjdfyb.).
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7 [elib[ gjdjljd lkz htlbpfqyf cfqnf
Ðtdjk.wbjyysq gjl[jl r htlbpfqye cfqnf
Ê cj;fktyb., ,jkmibycndj lbpfqythjd b vfhrtnjkjujd jnyjczncz r
htlbpfqye rfr r xbcnj ndjhxtcrjve ghjwtcce, ybcrjkmrj yt pf,jnzcm j
cyb;tybb hbcrjd, cdzpfyys[ c 'njq dhjlt ,s «xbcnj rjcvtnbxtcrjq
jgthfwbtq».
È yfghfcyj: xnj,s gjyznm cthmtpyjcnm cjdjregyjuj hbcrf, uhjpzotuj
jnkf;tyyjve ,bpytce, tuj rjydthcbb b lj[jlfv, gjlevfqnt j njv, crjkmrj
jnltkmys[ bpvtytybq ,eltn dytctyj yf cnhfybws dj dhtvz htrjycnherwbb. À
ntgthm evyj;mnt 'nj rjkbxtcndj yf uke,bye gthtvty, ghjbpjitlib[ c rf;lsv
'ktvtynjv. Ïhtlcnfdmnt ct,t [jnm yf vbyene lkbyysq cgbcjr bpvtytybq,
rjnjhsq dfv ghtlkj;bkb rhtfnbdyst evs bp lbpfqy-,.hj.
Âs cjukfcbkbcm bpvtybnm pfujkjdjr ljvfiytq cnhfybws, ukfdyjt
bpj,hf;tybt, j,obq vfrtn htcehcf, lbpfqy yfdbufwbjyyjq gfytkb, ihbans,
vfrtn rjhpbys b n. l.
À ds j,ce;lfkb hbcr, cdzpfyysq c 'nbvb bpvtytybzvb?
Ïjntywbfkmyst 'aatrns jn htlbpfqyf: yf ujhbpjynfkmyjq jcb
hfcgjkj;tys jnltkmyst rjyrhtnyst bpvtytybz, gj dthnbrfkmyjq
jnckt;bdftncz gjyb;tybt/gjdsitybt rjydthcbb. Ífukzlyj dblyj, xnj yjdsq
pfujkjdjr ljvfiytq cnhfybws (1), yjdjt bpj,hf;tybt (2), yjdst
cnfylfhnyst uhfabxtcrbt 'ktvtyns (brjyrb, pyfxrb cjwctntq b n. l.) (4),
yjdsq rfkmrekznjh wtys ljcnfdrb (5) gjdsif.n rjydthcb., f yjdfz
kbl-ajhvf (3) b yjdsq lbpfqy CTA-ryjgrb (6) — yfj,jhjn.
Ítrjnjhst bp yb[ vjuen gjdscbnm rj'aabwbtyn rjydthcbb, lheubt,
dthjznyj, gjybpbnm. Êfr ds jghtltkbnt, rfrjt bpvtytybt ,eltn yf gjkmpe,
rfrjt — dj dhtl?
 ,jkmibycndt ckexftd htitybt j htlbpfqyt ghbybvftncz jndtncndtyysvb
kbwfvb cjukfcyj ahfpt, ghbgbcsdftvjq Ífgjktjye: «Ãkfdyjt — ddzpfnmcz d
,jq, f nfv gjcvjnhbv». Ïjxnb ybrnj yt gjkmpetncz cbcntvfvb jgthfnbdyjuj
vjybnjhbyuf, gjpdjkz.obvb jncktlbnm bpvtytybz rk.xtds[ gjrfpfntktq
rjydthcbb, yt ujdjhz j njv, xnj,s ghtldfhbntkmyj ghjdtcnb
cgkbn-ntcnbhjdfybt rf;ljuj ghtlgjkfuftvjuj bpvtytybz d jnltkmyjcnb.
Ñvzuxbnm ytbp,t;yst hbcrb vj;yj kbim gjkmpezcm njxyjq, cnhjuj
cj,k.lftvjq cnhfntubtq jgnbvbpfwbb rjydthcbb (CRO). Îgnbvbpfwbz ljk;yf
cnfnm rjvgktrcysv ghjwtccjv, drk.xf.obv d ct,z bpextybt b ctuvtynfwb.
wtktdjq felbnjhbb, jghtltktybt ghbjhbntnys[ ubgjntp, ghjdthre b[ c
gjvjom. cnfnbcnbxtcrb ljcnjdthys[ cgkbn-ntcnjd b fyfkbp gjkextyys[
lfyys[ lkz ghbyznbz bkb jnnjh;tybz pfgkfybhjdfyys[ bpvtytybq.
Ïjlj,ysv cnhernehbhjdfyysv gjl[jljv, drk.xf.obv d ct,z j,zpfntkmyjt
A/B/n-ntcnbhjdfybt rfr xfcnm cnhfntubb jgnbvbpfwbb rjydthcbb, gjkmpe.ncz
nfrbt rjvgfybb rfr WineExpress, Iron Mountain, Electronic Arts b
BabyAge.com, gjkexfz pyfxbntkmysq hjcn ghjlf; b jlyjdhtvtyyj cyb;fz
hbcrb.
Êjycfknbyujdjt futyncndj eConsultancy cjj,oftn, xnj rjvgfybb,
bcgjkmpe.obt cnhernehbhjdfyysq gjl[jl r jgnbvbpfwbb rjydthcbb (Yes),
edtkbxbdf.n tt, rfr ghfdbkj, d 2 hfpf, gjkexfz nfr;t pyfxbntkmysq hjcn
ghjlf;.
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6 ufhfynbhjdfyys[ cnhfntubq jgnbvbpfwbb rjydthcbb Landing Page
«Ýdjk.wbjyysq» htlbpfqy
Ñgkbn-ntcnbhjdfybt b ghjdthtyyfz cbcntvf tuj ghjdtltybz rfr
rjv,bybhjdfyyjt chtlcndj jwtyrb gjcktlcndbq htlbpfqyf bvt.n htif.ott
pyfxtybt lkz cjdhtvtyyjuj bynthytn-vfhrtnbyuf.
Ïjvybnt, hbcr jn ceotcndtyys[ bpvtytybq ,tp ghjlevfyyjq
cnhernehbhjdfyyjq cnhfntubb jgnbvbpfwbb ckbirjv pyfxbntkty, lf;t tckb d
rjytxyjv dfhbfynt ds gjkexftnt ,jktt rhfcbdsq b vjlysq ghjlern
dt,-lbpfqyf.
Ñnhernehbhjdfyysq gjl[jl yfpsdftncz «'djk.wbjyysv» (Evolutionary Site
Redesign — ESR), f cehjdfz ghfdlf pfrk.xftncz d njv, xnj j,otghbyznsq,
lhfvfnbxtcrb htprbq, «htdjk.wbjyysq» htlbpfqy (Revolutionary Site
Redesign — RSR) jgfcty lkz ,jkmibycndf ,bpytcjd.
Ìs yt endth;lftv, xnj dfv djj,ot yt ye;ty htlbpfqy. Õjnbnt — ltkfqnt.
Ìs ghjcnj cjdtnetv dfv kexibq, ,jktt 'aatrnbdysq b vtytt hbcrjdfyysq
gjl[jl, drk.xf.obq d ct,z cthb. ntcnbhjdfybq b dtleobq r ljgjkybntkmyjve
gjdsityb. rjydthcbb. ESR yt «nhfdvbhetn» gjkmpjdfntkmcrbq jgsn b
cj[hfyztn dct kexitt, xnj ,skj yf dfitv htcehct lj yfxfkf «gjlnz;rb
kbwf» — ybrfrjuj chfdytybz c nhflbwbjyysv «htdjk.wbjyysv» vtnjljv, njxyj
jgbcsdftvsv gjujdjhrjq «dsgktcyenm vkfltywf dvtcnt c djlbxrjq».
Åcnm 2 jcyjdys[ hfpkbxbz vt;le «'djk.wbjyysv» (ESR) b «htdjk.wbjyysv» (RSR) gjl[jlfvb:
ESR ,scnhtt ghbdjlbn r gjkj;bntkmysv htpekmnfnfv
Ïjckt nhflbwbjyyjuj j,yjdktybz uhfabrb vfhrtnjkjub nfr ecnf.n jn
ghjwtccf, xnj pf,sdf.n dczre. vsckm j ytv rfr cnhfiysq cjy yf jxthtlyst 5
ktn — b 'nj kexibq ckexfq. Â [elitv dfhbfynt jyb ,kb;fqibt 6‒12 vtczwtd
,jh.ncz c ytcxfcnmzvb RSR — gjdsif.n he[yedibq rj'aabwbtyn rjydthcbb b
djpvtof.n entxre rkbtynjd.
Ãhfabr gjcktlcndbq «htdjk.wbjyyjuj» htlbpfqyf: gj ujhbpjynfkmyjq
jcb jnrkflsdftncz dhtvz, gj dthnbrfkmyjq — ecgt[, bpvthztvsq d
,bpytc-vtnhbrf[ (CTR, ROI b n. l.). È[ cjjnyjityb. e kexib[ cfqnjd (The
best websites) cjjndtncndetn geyrnbhyfz ghzvfz. Î,sxysq vtnjl ghbdjlbn r
htpekmnfne, jnj,hf;tyyjve «cnegtymrfvb», ult ujhbpjynfkmyfz
cjcnfdkz.ofz cjjndtncndetn 5-ktnytve gththsde vt;le frwbzvb htlbpfqyf (5
year gaps between redesigns), f dthnbrfkmyfz — e[elityb. vtnhbr
(Under-achievement).
Åcnm xtnrbq rhbnthbq ecgt[f
Äbpfqyths b cgtwbfkbcns gj .pf,bkbnb bpvthz.n ecgt[ yjdjq uhfabrb d
hfcgksdxfns[ ce,]trnbdys[ rhbnthbz[, herjdjlcndezcm nj «itcnsv
xedcndjv», nj rfrbvb-nj «kexibvb ghbvthfvb bp vbhjdjq ghfrnbrb». Ñ nfrbv
gjl[jljv cfvfz nfkfynkbdfz rjvfylf vj;tn ekexibnm jlby rhbnthbq yf
0,1%, cthmtpyj ehjybd lheubt gjrfpfntkz cfqnf d «uke,jrbq vbyec».
Ïhb bcgjkmpjdfybb ESR rf;ljt bpvtytybt bpvthztncz d rjyrhtnys[ xbckjds[
pyfxtybz[: rk.xtds[ ,bpytc-vtnhbrf[, gjkexftvs[ d [jlt rjynhjkbhetvs[
A/B/n-ntcnjd.
«Ðtdjk.wbjyysq» gjl[jl d ghjvt;enrf[ vt;le tuj ghbvtytybzvb jcnfdkztn
dfi htcehc yftlbyt c entxrfvb b gfltybzvb, ghtcktle.obvb dfc lj
cktle.otuj «ghbcnegf vjlthybpfwbb».
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Âfi dt,-cfqn — yt ,tnjyysq ,kjr, f ;bdjq jhufybpv
Êfr ESR bp,fdbn dfc jn ytj,[jlbvjcnb uthjbxtcrb[ ecbkbq
Ènfr, ghbyzd rjywtgwb. «'djk.wbjyyjuj» gjl[jlf, ds pfobnbntcm jn ghbceob[ nhflbwbjyyjq vjltkb hbcrjd.
Âs gjcnjzyyj ,eltnt pyfnm, xnj ghjbc[jlbn yf dfitv htcehct, b d ckexft
djpybryjdtybz ghj,ktv jgthfnbdyj cvj;tnt ghbcnegbnm r b[ htityb..
Îlyf;ls xtnrj jghtltkbd wtkb yjdjuj lbpfqyf cfqnf, ds cvj;tnt gjcnjzyyj
rjynhjkbhjdfnm b jgnbvbpbhjdfnm b[, ekexifz cevvfhysq vfhrtnbyujdsq
htpekmnfn.
Ífxybnt ntcnbhjdfybt c:
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Ëjujnbg, pfujkjdrb b ckjufy;
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Øf,kjys njdfhys[ wtktds[ cnhfybw;
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Äbpfqy b rjyntyn fdnjyjvys[ gjcfljxys[ cnhfybw;
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Î,jcyjdfybt vfhrtnbyujdjq wtyyjcnb dfituj jaathf;
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Ëbl-ajhvs, ghjwtcc pfrhsnbz cltkrb (rjhpbye) b ghjwtcc xtrfenf;
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Äbpfqy ukfdyjq cnhfybws, «ujhzxbt pjys» (heat/clicks maps);
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Èpj,hf;tybz, rjgbhfqnbyu, htrkfvyst j,]zdktybz, ghbpsds r ltqcndb., ajhvekbhjdrb jaathjd.
Ñbcntvf online ,hjybhjdfybz yjvthjd d jntkz[ Booking.com, yfghbvth,
gjcnjzyyj j,yjdkztn gkfnajhve, ghjdthzz jcyjdyst rjydthcbjyyst 'ktvtyns:
pfujkjdjr, yfdbufwb., CTA-'ktvtyn, pfujkjdrb jaathjd d kbcnbyut b n. l.
Ásk kb e dfc jgsn j,yjdktybz cfqnf, b rfr jy gjltqcndjdfk yf
rj'aabwbtyn rjydthcbb d kbls bkb ghjlf;b? Ïjltkbntcm c yfvb d
rjvvtynfhbz[ yb;t!.
Âscjrb[ dfv rjydthcbq!
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