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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Îgnbvbpfwbz Êjydthcbb. ×fcnm dnjhfz
 gthdjq xfcnb vs hfccrfpsdfkb j, jcyjdf[ jgnbvbpfwbb rjydthcbb, b rfr Google Web Optimizer (GWO) vj;tn gjvjxm edtkbxbnm ehjdtym rjydthcbb. Ðfccvfnhbdfkb ntcns, rjnjhst ghtlkfuftn GWO lkz fyfkbpf ehjdyz rjydthcbb. Íj gjvbvj dsit gthtxbcktyyjuj tcnm b lheubt ghtbveotcndf, j rjnjhs[ cnjbn egjvzyenm.
Òtcn .pf,bkbnb
Ó;t yt hfp egjvbyfkjcm j ytj,[jlbvjcnb ghjdtltybz .pf,bkbnb-ntcnf, d [jlt rjnjhjuj cgtwbfkmyj jnj,hfyyst ntcnths dsgjkyz.n hzl pflfx d hfvrf[ jghtltktyyjuj cfqnf c wtkm. jghtltkbnm ghj,ktvyst vtcnf yfdbufwbb, aeyrwbjyfkf, lbpfqyf b lh. Ïjckt ghjdtltybz ntcnf, e dkfltkmwf cfqnf gjzdkztncz gjlhj,ysq jnxtn j njv, ult j,yfhe;tys ghj,ktvs, b xnj ye;yj ljhf,jnfnm. Çfntv ye;yj djcgjkmpjdfnmcz Google Web Optimizer lkz fyfkbpf ghj,ktv.
Ífghbvth, ytcrjkmrj ntcnthjd cnjkryekbcm c nhelyjcnzvb yf cnhfybwt gjlndth;ltybz lfyys[ (checkout page), ye;yj ghjdthbnm, ltqcndbntkmyj kb gjkmpjdfntkb jcnfyfdkbdf.ncz yf 'njq cnhfybwt, nfr b yt cjdthibd gjregrb. Åckb 'nj ltqcndbntkmyj nfr, cnhfybwe ytj,[jlbvj eghjcnbnm lkz elj,cndf gjkmpjdfntktq. Þpf,bkbnb ntcns gjvjuen jghtltkbnm, gjxtve gjctnbntkb cfqnf yt cjdthif.n gjregjr, f 'nj yfb,jktt df;yfz byajhvfwbz yf lfyyjv 'nfgt.
Òtcn USP
USP (unique selling position) – 'nj dfif eybrfkmyfz hsyjxyfz gjpbwbz – nj, xnj jnkbxftn dfc jn dfib[ rjyrehtynjd. Êhfnrj b xtnrj cajhvekbheqnt USP b erf;bnt tt yf ukfdyjq cnhfybwt cfqnf, d cdjtq htrkfvt b n.l. Ýnj vj;tn ,snm ghtlkj;tybt ybprb[ wty bkb nfrjq kjpeyu rfr dscjrbt wtys – pfkju dscjrjuj rfxtcndf. Ýnj vj;tn ,snm xnj eujlyj, ukfdyjt xnj,s 'nj ,skj dfibv pfvtnysv jnkbxbtv jn dct[ jcnfkmys[.
Ætkfntkmyj bpexbnm USP rjyrehtynjd, ghjdtcnb chfdybntkmysq fyfkbp, djpvj;yj, dfi USP ye;lftncz d enjxytybb bkb htlfrwbb. Âtlm dct gjpyftncz d chfdytybb.
×nj jcnftncz e gjkmpjdfntktq?
Ñjcnfdmnt cgbcjr ghbjhbntnjd – gznm cjj,otybq bkb gznm yfbvtyjdfybq njdfhjd, rjnjhst, rfr dfv rf;tncz, gjkmpjdfntkb ljk;ys pfgjvybnm, gjrbyed dfi cfqn. Çfntv ytj,[jlbvj ghjdtcnb ntcnbhjdfybt dsltktyys[ geyrnjd c gjvjom. Google Web Optimizer, b jghtltkbnm, yfcrjkmrj cnhfybws c lfyysvb ghtlkj;tybzvb gjyznys b ljcnegys gjctnbntkzv cfqnf. Ñ gjvjom. ntcnjd GWO vj;yj ,eltn jncktlbnm, rfrbt bp dfib[ ghbjhbntnjd hfpltkz.n gjkmpjdfntkb.
Ïjhnhtn bltfkmyjuj gjregfntkz
Ñjcnfdmnt cgbcjr [fhfrnthbcnbr, rjnjhsvb ljk;ty j,kflfnm dfi bltfkmysq gjregfntkm. Ýnj cajhvbhetn gjybvfybt wtktdjq felbnjhbb, n.t. rjuj ye;yj ghbdktrfnm. Âct yf cfqnt (lbpfqy, uhfabrf, bpj,hf;tybz b n.l.) ljk;yj ,snm ds,hfyj d cjjndtncndbb c [fhfrnthbcnbrfvb b bynthtcfvb njq felbnjhbb, rjnjhfz hfccvfnhbdftncz gjntywbfkmysvb gjregfntkzvb.
Òtcn pfujkjdrjd
Ïjdnjhbv tot hfp, xnj ghfdbkmyst pfujkjdrb buhf.n df;ye. hjkm d ghbdktxtybb ye;yjq felbnjhbb, jn xtuj ghzvsv j,hfpjv pfdbcbn ecgt[ cfqnf. Åckb pfujkjdrb yt gj,e;lf.n gjkmpjdfntktq r ltqcndb., ghjlf; yt ,eltn. Âjpybrftn djghjc, rfr ds,hfnm njn pfujkjdjr, rjnjhsq ,eltn ghjlfdfnm? Îghtltkbnm gjvj;tn chfdybntkmysq fyfkbp A/B, j rjnjhjv vs ujdjhbkb d gthdjq xfcnb.
Çfujkjdrb ljk;ys ujdjhbnm j ghtbveotcndf[ njdfhjd bkb eckeu, jnltkmyj cjdtnetncz dsltkznm ghjcnjne bcgjkmpjdfybz. Îlyfrj gjvybnt, pfujkjdrb yt ljk;ys ,snm jitkjvkz.obvb, jyb ljk;ys jcnfdfnmcz ghfdljgjlj,ysvb, rfr b dct ntrcns cfqnf.
È yt pf,elmnt ghj n'ukfqy bkb ckjufy, [fhfrnthbpe.obq gjkbnbre b yfghfdktyyjcnm rjvgfybb. «Ñghtccjdfyyfz lj ajhveks cenm htrkfvyjq rjywtgwbb, ljdtltyyfz lj kbyudbcnbxtcrjuj cjdthitycndf vsckm» ljk;yf ,snm rjhjnrjq b kturj pfgjvbyf.otqcz.
Call to Action - ghbpsd r ltqcndb.
Ïhbpsd r ltqcndb. ghjcbn gjnht,bntkz ",t;fnm b gjregfnm", "gjpdjybnm ctqxfc, gjrf tot tcnm njdfh", pfrfpfnm, yfgbcfnm gbcmvj bkb cjdthibnm lheubt ltqcndbz ghb,kb;f.obt tuj r gjregrt.
Ðfpvtcnbnt yf cfqnt brjyre «Çfrfpfnm ctqxfc», jyf gjlcrf;tn gjregfntkb, relf cktljdfnm lfkmit. Învtnbv, xnj brjyrf ljk;yf ,snm zhrjq, dshfpbntkmyjq b yt nthznmcz yf cnhfybwt cfqnf, gjkmpjdfntkm ljk;ty chfpe j,hfnbnm yf ytt dybvfybt.
Òtcn bpj,hf;tybq
Èyjulf jlyf rfhnbyrf vj;tn pfvtybnm nsczxe ckjd. Ïhjntcnbheqnt hfpkbxyst nbgs bpj,hf;tybq, wdtnjde. ufvve, xnj,s bp vyj;tcndf djpvj;ys[ dfhbfynjd dsxktybnm kexitt.
Ðfpvtnrf cnhfybw
Ýnjn afrnjh nfr;t zdkztncz ytvfkjdf;ysv lkz ecgt[f cfqnf. Ít enjvkzqnt cdjb[ gjctnbntktq cnhfybwfvb ntrcnf. Ïhtlcnfdktyyfz byajhvfwbz ljk;yf ,snm kfrjybxyjq b rhfnrjq, yj ljcnfnjxyj gjkyjq, xnj,s gjkmpjdfntkm cvju e[dfnbnm cenm dfituj ghtlkj;tybz b pf[jntk regbnm dfi njdfh.
Äjcnegyjcnm
Ïjyznbt ljcnegyjcnb ntcyj rjhhtkbhetn c .pf,bkbnb cfqnf. Ïhjntcnbheqnt dblbvjcnm cfqnf d hfpys[ ,hfepthf[ b ghb hfpyjv hfphtitybb 'rhfyjd. Ïjhjq rfxtcndj ghtlcnfdktybz cfqnf d FireFox vj;tn pfvtnyj jnkbxfnmcz jn rfxtcndf d IE.
Âhtvz pfuheprb cfqnf ljk;yj ,snm rfr vj;yj vtymit. 90% gjkmpjdfntktq j;blf.n njkmrj d ntxtybt gthds[ ltcznb ctreyl. È kbim jcnfdibtcz 10% ujnjds ;lfnm nhblwfnm ctreyl. Ïj'njve bpj,hf;tybz, akti-fybvfwbz b lheubt «abxb» yf cnhfybwf[ cfqnf ljk;ys ,snm rfr vj;yj ktuxt, xnj ,s d vtymitq cntgtyb dkbznm yf ghjwtcc pfuheprb cfqnf.
Äj,fdmnt cnhfybwfv cfqnf rkbrf,tkmyjcnb: dct, xnj vj;tn ghbdktxm dybvfybt gjkmpjdfntkz, yfghbvth, dct ccskrb, bpj,hf;tybz, uhfabrf, ljk;ys ,snm rkbrf,tkmysvb.
Ïhjntcnbheqnt htrkfve yf cfqnt: hfpvth j,]zdktybq, ajhvfn, hfcgjkj;tybt yf cnhfybwt, wdtn. Ðtrkfvyst j,]zdktybz ljk;ys [jhjij cjxtnfnmcz c lbpfqyjv cfqnf bkb jyb vjuen ,snm ghtlcnfdktys d pop out ajhvfnt.
Ñktlez lfyysv cjdtnfv vj;yj pyfxbntkmyj ekexibnm ehjdtym rjydthcbb b edtkbxbnm hfpvths xbcnjq ghb,skb, yj yf 'nj gjnht,etncz ytrjnjhjt dhtvz. Îgnbvbpfwbz rjydthcbb yt ljk;yf cnfnm cfvjwtkm., 'nj ,jkmit ghjwtcc, rjnjhsq ljk;ty ghjljk;fnmcz lf;t gjckt njuj, rfr nhfabr b ghjlf;b pfvtnyj ekexibkbcm. Ñfqn ljk;ty htuekzhyj ljhf,fnsdfnmcz b ekexifnmcz, f k.,st bpvtytybz gthtl dytlhtybtv ytj,[jlbvj ntcnbhjdfnm yf b[ 'aatrnbdyjcnm. Â ghjwtcct jgnbvbpfwbb rjydthcbb dct gjpyftncz gentv ghj, b jib,jr.
Ïthtdjl Àyys Ìfrfhjdjq
Ôhtlthbr Òfeyc (Frederick Townes) |
