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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ítn nfrjuj ghjtrnf, rjnjhsq ytkmpz cltkfnm kexit. Íf k.,jv cfqnt vj;yj
dsltkbnm rfr [jhjij ghjhf,jnfyyst vjvtyns, nfr b nt 'ktvtyns, rjnjhst
nht,e.n ekexitybz.Åckb dfi cfqn gjktpty lkz gjkmpjdfntktq,
bynthtcty bv b ghtlkfuftn wtyye. byajhvfwb. bkb djpvj;yjcnb, jy ,eltn
nfrjdsv b lkz gjbcrjds[ cbcntv. Ëexibvb d cdjtq ybit dctulf cnfyjdzncz
yt nt htcehcs, e rjnjhs[ elfxytt jgnbvbpbhjdfys vtnfntub bkb cnfnmb c
,jkmibv rjkbxtcndjv cbvdjkjd, f nt, rjnjhst ghtlcnfdkz.n ,jkmie.
wtyyjcnm lkz cdjtq wtktdjq felbnjhbb. Åckb ds [jnbnt cltkfnm cdjq
cfqn kexit, xtv e rjyrehtynjd b lj,bnmcz njuj, xnj,s jy pfybvfk ,jktt
dscjrbt gjpbwbb d htpekmnfnf[ gjbcrf, yfxybnt c njuj, xnj,s cltkfnm tuj
kexit lkz gjkmpjdfntktq. Åcnm ytcrjkmrj ghjdthtyys[ cgjcj,jd, rfr 'njuj
lj,bnmcz. Äj,fdmnt bynthfrnbdyjcnbÊhjvt
gjctoftvjcnb tcnm tot jlyf df;yfz vtnhbrf – djdktxtyyjcnm. Ífghzve. bkb
rjcdtyyj gjrfpfntkm djdktxtyyjcnb dkbztn yf vyj;tcndj vtnhbr, d
xfcnyjcnb – rj'aabwbtyn rjydthcbb b gjdtltyxtcrbt afrnjhs. Ítcvjnhz
yf ,jkmijt rjkbxtcndj nhfabrf yf cfqnt, nj, rfr jy rjydthnbhetncz,
pfdbcbn bvtyyj jn rfxtcndf .pf,bkbnb b ehjdyz djdktxtyyjcnb gjctnbntktq
dj dpfbvjltqcndbt c htcehcjv. Èynthfrnbdyst 'ktvtyns vj;yj
htfkbpjdfnm rfr cfvsvb ghjcnsvb vtnjlfvb, yfghbvth, lj,fdbd dbltj yf
gjcfljxyst cnhfybws bkb ghbrhtgbd jghjcs r cnfnmzv, nfr b pfltqcndjdfnm
,jktt ckj;yst ajhvfns. Ê ghbvthe, pfrfpfnm hfphf,jnre rfkmrekznjhf bkb
vbyb-buhs, f pfntv dytlhbnm b[ yf cfqnt. 

Óxbnsdfz
njn afrn, xnj jlybv 'nj vtiftn cltkfnm ktym, f lheubv – yt;tkfybt
drkflsdfnm ljgjkybntkmyst ,.l;tns, vj;yj hfccvfnhbdfnm lfyysq geyrn rfr
jnkbxysq cgjcj, dsltkbncz yf ajyt rjyrehtynjd. Âytlhbnt ghbpsds r ltqcndb.Âf;ysq
vjvtyn lkz rjvvthxtcrb[ ghjtrnjd. Çflevfqntcm: rjulf gjkmpjdfntkb
gtht[jlzn yf dfi cfqn, pyf.n kb jyb xnj bv ltkfnm lfkmit? CTA-'ktvtyns
(Call To Action – ghbpsd r ltqcndb.) zdkz.ncz ntvb cfvsvb yfghfdkz.obvb b
erfpsdf.n yf cktle.obq ifu, rjnjhsq gjkmpjdfntkm ljk;ty cltkfnm yf
cnhfybwt. Âjn ytcrjkmrj ghbvthjd: 


Ít
cnjbn j;blfnm, xnj gjctnbntkb dfituj cfqnf cfvb dsgjkyzn nt ltqcndbz,
rjnjhst dfv ye;ys. Ïhzvj bv 'nj ghtlkj;bnt! Òt, rjve 'nj yt ye;yj, dct
hfdyj gjlj,yst ghbpsds ghjbuyjhbhe.n, f djn gj pfbynthtcjdfyysv
gjkmpjdfntkzv gjrfpfntkm rjydthcbb dshfcntn. Ýnj jnkbxyfz
djpvj;yjcnm gjkexbnm ,jkmit ghjlf;, kbljd bkb ghjcnj ghjcvjnhjd cnhfybw.
À ukfdyjt – 'aatrn jn gjlj,ys[ ltqcndbq ytckj;yj jncktlbnm, b gentv
htuekzhys[ 'rcgthbvtynjd vj;yj yfqnb jgnbvfkmyjt lkz ct,z htitybt. Îgnbvbpbheqnt dct gjl vj,bkmystÂ
eckjdbz[ hjcnf ljkb vj,bkmyjuj nhfabrf ghfrnbxtcrb dj dct[ ybif[
rfxtcndtyyfz jgnbvbpfwbz k.,juj cfqnf gjl ghjcvjnh yf vj,bkmys[
ecnhjqcndf[ zdkztncz j,]trnbdyjq ytj,[jlbvjcnm.. Google ujnjdbn gjcntgtyysq gthtdjl gjbcrjds[ fkujhbnvjd yf mobile-first
byltrc, f cnfnbcnbrf ujdjhbn, xnj ,jktt 60% gjctnbntktq cfqnf, rjnjhst
bcgsnsdfkb ghj,ktvs c tuj vj,bkmyjq dthcbtq, dhzl kb dyjdm yf ytuj
dthyencz. À ,jktt 40% nfrjq felbnjhbb ghjcnj gthtqlen yf cfqns
rjyrehtynjd. Áelexb dkfltkmwtv cfqnf, e rjnjhjuj dct tot ytn
flfgnbdyjq dthcbb lbpfqyf, z ,s rfr vbybvev yfxfk ,tcgjrjbncz. Òfr xnj
ghjdthmnt dct kb e dfc [jhjij ghb gjvjob nfrb[ cthdbcjd, rfr Iloveadaptive.ru b Mobile Website Speed Testing, b ghb ytj,[jlbvjcnb bcghfdmnt jib,rb. 
Êhjvt
bcgjkmpjdfybz gthtxbcktyys[ cthdbcjd, yt kbiybv ,eltn hexrfvb d,bnm
flhtc cfqnf yf cdjtv ;t cvfhnajyt b gjghj,jdfnm elj,cndj hf,jns c ybv yf
kbxyjv jgsnt. Ópyfqnt, xnj pfcnfdkztn k.ltq gjrblfnm cfqnÓlth;fybt
gjkmpjdfntktq yf cfqnt – pflfxf yt vtytt df;yfz, xtv b[ ghbdktxtybt.
Êfrjq njkr, tckb ds edtkbxbnt ,.l;tn yf ghjldb;tybt d ytcrjkmrj hfp, yj
ghjlf;b dct hfdyj ,elen ;tkfnm kexituj bp-pf dscjrjuj gjrfpfntkz jnrfpjd
b ghjxb[ afrnjhjd, rjnjhst pfcnfdkz.n k.ltq pfrhsdfnm drkflre d gjbcrf[ kexitq ;bpyb b djpdhfofnmcz r gjbcrjdjq dslfxt. Încjhnbheqnt
cnhfybws cfqnf gj nfrjq vtnhbrt, rfr gjrfpfntkm jnrfpjd b dhtvz
ght,sdfybz gjctnbntkz, b jghtltkbnt, rfrbt bp yb[ zdkz.ncz cfvsvb
ckf,svb d 'njv gkfyt: 
Çfntv
gjcnfhfqntcm gjcvjnhtnm yf yb[ ukfpfvb gjctnbntkz – tcnm kb nfv
ljcnfnjxyj hfpdthyenst jndtns yf djghjcs, gjl rjnjhst jyb
jgnbvbpbhjdfys? Ólj,yf kb gjlfxf byajhvfwbb b dbpefkmyjt jajhvktybt?
Ñhfdybnt b[ c fyfkjubxysvb cnhfybwfvb bp ÒÎÏf dslfxb b gjlevfqnt, xnj
vj;yj ekexibnm. Òfr;t htrjvtyle. frnbdbhjdfnm Ât,dbpjh d Ìtnhbrt b
gjcvjnhtnm ytcrjkmrj pfgbctq dbpbnjd gj df;ysv gjcfljxysv, 'nj nj;t
vj;tn gjvjxm j,yfhe;bnm ghj,ktve. Ífghbvth, ltkj vj;tn ,snm djdct yt d
.pf,bkbnb bkb ntrcnt, f d rfrb[-yb,elm nt[ybxtcrb[ jib,rf[. Ïjrf;bnt kbxyjcnbÅcnm
ghjcnfz bcnbyf, rjnjhfz frnefkmyf rfr lkz jaakfqy, nfr b lkz
jykfqy-,bpytcf: k.lb [jnzn hf,jnfnm c k.lmvb. Åckb e dfc rjvvthxtcrbq
cfqn, jcj,tyyj d ctuvtynt eckeu – lj,fdmnt tve gthcjyfkbpfwbb. Ñltkfqnt
hfcibhtyye. cnhfybwe «Î rjvgfybb», yf rjnjhjq gjltkbntcm bcnjhbtq
cjplfybz b hfpdbnbz cdjtuj ,bpytcf, vbccbtq b gkfyfvb yf ,eleott.
Äj,fdmnt ajnj jabcf/ghjbpdjlcndf, cjnhelybrjd pf hf,jnjq, cltkfqnt
ajnjjnxtn gjckt bynthtcyjuj vthjghbznbz. Ïjrf;bnt, rnj ds tcnm. 
Äf;t
pf cxtn 'nb[, rfpfkjcm ,s, yt,jkmib[ ltqcndbq vj;yj rfxtcndtyyj
dsltkbnmcz yf ajyt jlyjj,hfpys[ rjhgjhfnbdys[ cfqnjd, cltkfd cdjq htcehc
,jktt fnvjcathysv. Çfvtybnt «vs» b «yfi» yf «ds» b «dfi»Ætkfz
ghjbpdtcnb dgtxfnktybt yf gjntywbfkmys[ rkbtynjd, ghb cjplfybb ntrcnjd
lkz cfqnf vyjubt gjgflf.n d jgfcye. kjdeire cfvjk.,jdfybz. «Ìs kblths d
jnhfckb N…», «Ífib ghtbveotcndf drk.xf.n…» b n. l. È nfrb[ ghbvthjd
vj;yj ghbdtcnb jxtym vyjuj. Ätkj d njv, xnj nt, rnj ye;lftncz d
dfib[ eckeuf[, [jnzn, xnj,s ds gjyzkb bvtyyj b[ gjnht,yjcnb b ghtlkj;bkb
htitybt. Ïj'njve cdtlbnt r vbybveve egjvbyfybt «vs» b «yfi», pfvtybd b[
yf «ds» b «dfi». Íf ghbvtht rtqcjd, yfghfdktyys[ yf rkbtynjd,
pfbynthtcjdfyyst gjkmpjdfntkb vjuen dbltnm, rfr ds htiftnt ghj,ktvs b
gjvjuftnt cdjbv pfrfpxbrfv yf ghfrnbrt. Òfrjt bpvtytybt yf gthdsq
dpukzl vj;tn gjrfpfnmcz cjdctv ytpyfxbntkmysv, yj gjlcjpyfntkmyj 'nj
jrfpsdftn joenbvjt dkbzybt yf nj, rfr k.lb djcghbybvf.n dfc b dfi
,bpytc. Âlj[yjdkzqntcm lheubvb jnhfckzvbÍf
gthtuhtnjv hsyrt buhf d cnbkt «cltkf. nfr ;t, rfr b e rjyrehtynjd» d
rjytxyjv bnjut vj;tn yt lfnm dslf.ob[cz htpekmnfnjd. Ájktt bynthtcysq
cgjcj, jrfpfnmcz yf ifu dgthtlb jcnfkmys[ buhjrjd – bpexbnm kblthjd
lheub[ jnhfcktq. Èyyjdfwbb b abxb, rjnjhst chf,jnfkb e yb[, gjkyjcnm.
bkb xfcnbxyj vj;yj ghbvtybnm b e ct,z. Åckb ds zdkztntcm
dkfltkmwtv bynthytn-vfufpbyf frctccefhjd lkz cvfhnajyjd, 'nj yt pyfxbn,
xnj ds yt cvj;tnt ybxtve yfexbnmcz e njuj ;t 220-volt.ru. Ìyjubt
dkfltkmws cfqnjd hf,jnf.n d bynthytnt ljcnfnjxyj lfdyj, xnj,s yf
ghfrnbrt ghjntcnbhjdfnm ghfrnbxtcrb dct djpvj;yst c[tvs b jghtltkbnm nt
bp yb[, rjnjhst hf,jnf.n. 
Êjulf
vs hf,jnfkb yfl jxthtlyjq dthcbtq cfqnf yfituj cthdbcf SEO-Reports.ru
(gj fdnjvfnbpfwbb jnxtnyjcnb d digital), vs bpexfkb yt njkmrj c[j;bt
ghjlerns, yj b cthdbcs b cnfhnfgs bp lheub[ cvt;ys[ ybi. Íf jcyjdt 'njuj
ghbybvfkbcm htitybz, rfrbt ,kjrb lj,fdbnm yf cfqn, f pfntv
'rcgthbvtynbhjdfkb b c gjhzlrjv b[ hfcgjkj;tybz. Êjytxyj, tcnm
jghtltktyysq hbcr, xnj pfbvcndjdfyyfz bltz yt lfcn htpekmnfnjd. Íj lf;t d
vbht rhegyjuj ,bpytcf b nhfycyfwbjyfkmys[ rjhgjhfwbq 'nf c[tvf
hf,jnftn. Äjcnfnjxyj gjcvjnhtnm yf hsyjr vtcctyl;thjd bkb cvfhnajyjd,
xnj,s d 'njv e,tlbncz. Ñkbirjv vyjuj cfqnjd dsukzlzn nfr ;t, rfr b
b[ rjyrehtyns d ybit. Åckb ds [jnbnt lj,bnmcz njuj, xnj,s gjkmpjdfntkb
dfc pfgjvybkb, ye;yj pflevfnmcz yfl ntv, xnj,s dsltkbncz bp njkgs. À rfr yfcxtn lbpfqyf?Äevftnt,
lbpfqy yt df;ty? Ïjghj,eqnt njulf ghjlfnm 'kbnysq ijrjkfl, j,thyed tuj
dvtcnj zhrjq j,kj;rb d hekjy nefktnyjq ,evfub. Òjn cfvsq vjvtyn, rjulf
k.lb celbnm ,elen bvtyyj gj jlt;rt, yt pfvjhfxbdfzcm yfl ntv, xnj,s
ghjdthbnm cjlth;fybt. ×nj,s dsdtcnb cfqn yf cktle.obq ehjdtym, yt
j,zpfntkmyj lf;t pfgecrfnm vf[jdbr ukj,fkmyjuj htlbpfqyf. Ìj;yj dytcnb
hzl bpvtytybq, rjnjhst cgjcj,ys ceotcndtyyj ekexibnm tuj d 'cntnbxtcrjv
gkfyt: - lj,fdmnt rfxtcndtyyst bpj,hf;tybz nfv, ult jyb evtcnys, yj jncencnde.n, b pfvtybnt nfv, ult jyb zdyj ecnfhtdibt b gkj[bt;
- gj'rcgthbvtynbheqnt
cj ihbanfvb b b[ gfhfvtnhfvb – elfxyj gjlj,hfyysq ihban vj;tn jrfpfnm
uke,jrjt dkbzybt yf dytiybq dbl htcehcf;
- bcgjkmpeqnt zhrbt dbpefkmyst 'ktvtyns, yfghbvth, pyfxrb b hfpyjuj hjlf CTA (ghbpsds r ltqcndb.);
- nfr;t pyfxrb vj;yj bcgjkmpjdfnm dvtcnj ckjd, bpj,hfpbnm gjkmpjdfntkzv, xnj ye;yj cltkfnm bkb xnj b[ ;ltn;
- gj'rcgthbvtynbheqnt c wdtnjdsvb c[tvfvb – byjulf lj,fdktybt ytcrjkmrb[ zhrb[ jnntyrjd cgjcj,yj 'aatrnbdyj «jcdt;bnm» cfqn.

Â
wtkjv, lbpfqy jnyjcbncz r djghjcfv, rjnjhst ye;yj hfccvfnhbdfnm
bylbdblefkmyj. Èyjulf vj;yj j,jqnbcm rjcvtnbxtcrbvb ghfdrfvb, f byjulf
ltitdkt ,eltn ghjcnj gthtltkfnm dct c yekz. Çfrf;bnt .pf,bkbnb-felbnÄkz
'njuj yt j,zpfntkmyj j,hfofnmcz r ghjabkmyjve futyncnde, jcj,tyyj tckb
,.l;tn 'nj yt jcj,j gjpdjkztn. Åcnm ,jktt ghjcnst b ,scnhst cgjcj,s
gjkexbnm ye;ysq abl,tr, yfghbvth, ghb gjvjob cgtwbfkbpbhjdfyys[
cthdbcjd: 1. AskUsers.ru
– cthdbc, d rjnjhjv vj;yj gjkexbnm j,hfnye. cdzpm jn htfkmys[
gjkmpjdfntktq d dblt fyrtns cj crhbyijnfvb, dbltj b ntrcnjdsv jgbcfybtv
jgsnf dpfbvjltqcndbz. Àctccjhjd vj;yj jn,bhfnm gj hfpkbxysv
cjwbfkmyj-ltvjuhfabxtcrbv gfhfvtnhfv, xnj,s gjkexbnm jnpsds jn k.ltq
vfrcbvfkmyj gj[j;b[ yf dfie wtktde. felbnjhb.; 2. Usabilityhub.com
– gj[j;bq gj rjywtgwbb fyukjzpsxysq cthdbc, rjnjhsq jnkbxftncz gj hzle
jgwbq. Äjcnegyj ytcrjkmrj dfhbfynjd ntcnbhjdfybz: Five Second, Click
Test, Question Test, Navigation Test, Preference Test. Ïjlhj,yjcnb gj
rf;ljve bp geyrnjd vj;yj ghjxbnfnm e;t yf cfvjv cfqnt. 
Êfr
vbybvev htpekmnfns nfrb[ ntcnjd ljk;ys ,snm bynthtcys k.,jve dkfltkmwe
htcehcf. À ukfdyjt, jyb vjuen gjvjxm cltkfnm tuj ltqcndbntkmyj kexit.
Ïjntywbfkmyst dsujls jn ekexitybz gjkmpjdfntkmcrjuj jgsnf juhjvys. Ätkfqnt ckj;yst dtobÂs
yt pflevsdfkbcm, crjkmrj rkbtynjd ltqcndbntkmyj dytlhz.n pfrfpfyyst
SEO-felbns? ß ,s yt elbdbkcz, tckb , 'nj wbahf ,skf yf ehjdyt 20%, yt
,jkmit. Ë.lb dctulf boen kturbt genb, bv yt yhfdbncz pfybvfnmcz ntv, xnj
nht,etn ljgjkybntkmys[ ecbkbq. Ìj;yj cltkfnm cfqn c ltcznrjv
nbgbxys[ cnhfybw, f vj;yj cltkfnm nfrjq ;t, yj hfpdbdfnm yf ytv
gjkyjwtyysq ,kju. Ìj;yj bcgjkmpjdfnm crfxfyysq ult-nj ,tcgkfnysq if,kjy,
f vj;yj regbnm ghtvbev-ntve bkb pfrfpfnm hfphf,jnre c yekz, htfkbpjdfd
flfgnbdysq lbpfqy b rfxtcndtyye. jgnbvbpfwb. gjl vj,bkmyst. È nfrb[
ghbvthjd, rjulf xfot dctuj ds,bhf.n yfb,jktt ghjcnjq genm, vj;yj
ghbdtcnb vyjuj. Ñeotcndetn ytvfkj cgjcj,jd cltkfnm cfqn kexit,
rjnjhst nht,e.n cthmtpys[ bydtcnbwbq dhtvtyb b ltytu. ×tv ,jkmit nfrb[
dtotq ds htfkbpetnt e ct,z, ntv ,jkmibv ,eltn dfi jnhsd jn rjyrehtynjd.
×nj cfvjt bynthtcyjt, d ,jkmibycndt ckexftd htxm bltn j hfpjdjq hf,jnt,
yj tt htfkbpfwbz j,tcgtxbdftn ghtbveotcndf d ljkujchjxyjq gthcgtrnbdt. Èpexfqnt cdjb[ rjyrehtynjdÎghtltkbnt
b[ cbkmyst b ckf,st cnjhjys, bpexbnt cnhfntub. b chfdybnt cj cdjbvb
ltqcndbzvb. Àdnjvfnbpbhjdfyyst cthdbcs – 'nj [jhjij, yj hf,jnfnm ye;yj b
herfvb. Ìj;yj cjplfnm j,sxysq afqk d Excel/Google Docs,
d rjnjhjv dsytcnb d jlye rjkjyre cfqns rjyrehtynjd (bkb rjyrhtnyst
cnhfybws), f gj jcnfkmysv rjkjyrfv hfpytcnb geyrns, gj rjnjhsv ,eltn
ghjdjlbncz fyfkbp. Ïhbvth nfrjq nf,kbws gj cnhfybwt eckeu: 
Ïjnhfnbd
dhtvz yf fyfkbp, cnfyjdbncz gjyznyj, xnj bvtyyj vj;yj ekexibnm. Íf
ghbvtht 'njq ;t nf,kbws vj;yj cltkfnm ytcrjkmrj dsdjljd: - lbpfqy yt nfr e; b df;ty, yj c tuj gjvjom. vj;yj dsltkbnmcz;
- cgbcjr ghtbveotcnd b ajnj tcnm yt e dct[, [jnz gjntywbfkmyjve rkbtyne 'nf byajhvfwbz vj;tn ,snm bynthtcyjq;
- dbltj b jnpsds – bvtyyj nf abirf, rjnjhjq ytn yb e rjuj bp yfituj cgbcrf, nfr xnj 'nbv cnjbn pfyznmcz;
- [jhjitt gjhnajkbj hf,jn – nj;t htlrjcnm;
- rhjvt
jgwbb j,hfnyjuj pdjyrf, ybrfrbt lheubt bynthfrnbdyst 'ktvtyns yf cfqnf[
rjyrehtynjd yt bcgjkmpe.ncz. Ñltkfd lf;t ghjcntymrbq rfkmrekznjh
hfcxtnf cnjbvjcnb, e;t vj;yj hfccxbnsdfnm yf [jhjibq jnrkbr.
Ïhb
gjgsnrt dytlhbnm ljgjkybntkmyst 'ktvtyns yf cnhfybwt ltkfqnt 'nj
frrehfnyj, xnj,s bp,t;fnm byajhvfwbjyyjq gthtuheprb. È d pfdbcbvjcnb jn
ybib, cgbcjr geyrnjd d nf,kbxrt vj;tn ,snm ceotcndtyyj ,jkmit, xtv yf
ghbvtht. Çfybvfzcm hfpdbnbtv cdjtuj cfqnf, levfqnt yt njkmrj j tuj
jgnbvbpfwbb gjl gjbcrjdst cbcntvs, yj b j njv, rfr cltkfnm tuj kexit
lkz k.ltq. Âtlm bvtyyj jn dfib[ rkbtynjd pfdbcbn nj, ,eltn kb ecgtiysv
dfi ,bpytc. È yflt.cm, vjz cnfnmz dfv d 'njv gjvj;tn.
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