The golden rule of website design is this: visitors to your site should be able to find what they are looking for as easily and quickly as possible.

网站设计的一条黄金法则就是：能让网站的浏览者尽可能最简单、最快捷地找到自己需要的内容。

Now that might sound simple but when you have an e-commerce website with a wide range of products, enabling people to find what they want will need some careful planning.
So let's assume that you have lots of products and lots of different people visiting your website - how do you know what they want? You could guess - pick a handful of products at random and display them on the home page in the hope that these are the products that most people are looking for. Or you could choose the products that you would be most likely to buy.

这个要求听上去可能很简单，但如果要设计产品种类繁多的电子商务网站，那就要仔细计划一下，怎样设计才能让浏览者找到需要的产品。设想一下，网站产品繁多，并且很多用户都在浏览这个网站，我们如何了解用户的需要呢？可你会这样想：随便挑选一些产品，罗列在网站的首页，希望这就是用户需要的产品，或者希望用户会在这些产品中找到需要的东西。

Unfortunately both these plans are likely to fail. What you need is a structured, targeted approach.

但这些计划注定会失败。你需要找一种结构合理，目标明确的方法来设计网页。

Step 1 Identify the key products in your range that will be most likely to sell. These could be the same products that other people sell but you are offering them at a much-reduced price, or they could be unique products that nobody else can provide. These products will usually represent the core of your business and you will no doubt have already done your market research to identify them.

第一步 找出最有希望销售的产品，可能这些产品是与其它供应商的相同，但网站价格要低很多的产品，也可以是网站中独一无二的销售产品。这些产品就是网站的销售核心，这是毋庸置疑的，所以不需要再花时间去做市场调查。

Step 2 Optimise your website for the keywords and key phrases that relate to these core products. Let's say that you sell jars of honey and you've managed to buy a bulk load of eucalyptus honey that nobody else is selling online. Optimise your site for words and phrases like 'honey', 'eucalyptus honey', 'flavoured honey', 'buy honey online' and so on - it doesn't matter if you sell jams and chutneys as well, at this stage what's important is that you focus your optimisation in one key area. Once you have built up a good customer base you can begin to branch out and optimise your website for other key phrases as well, but if you try to do this too soon you may find that you are spreading yourself too thinly and that your efforts are not bearing fruit.

第二步 优化网站，找出与核心产品相关的关键词和词组。比如说，销售几瓶蜂蜜时，你网站销售的桉树蜂蜜在别的网站中买不到，这时网站中就应该多出现像“蜂蜜”“桉树蜂蜜”“口味纯正的蜂蜜”“网上买蜂蜜”等这样的词语。不论是卖睡衣还是买辣椒酱，很重要的一点就是把搜索的焦点放在一个重要的区域。一旦建立了很好的顾客群基础，并且基础不断发展壮大，那么就应该在网站中优化另外的关键词组。但如果这个时间过快，你就会注意到你的顾客并不会很多，你的努力也就白费了。

Step 3 Make sure that the products you feature on your home page are the ones you identified in step 1 and optimised for in step 2. In our example scenario the first thing I would want to see on arrival at your website would be a nice big picture of a jar of eucalyptus honey along with a simple statement that tells me why I should buy from you - this is where your Customer Confidence Points come in.

第三步 务必要保证在网站首页重点介绍的产品是在第一步中确定的产品，也是在第二步中需要搜索优化的那一部分。在样品的展示中，用户进入网站第一眼想看到的就是一瓶桉树蜂蜜的大图片，图片下面还要介绍值得顾客买得原因，这样消费者就产生了购买的信心。

Customer Confidence - Trust is the Key
顾客信心-信任最重要

When people arrive at your website there are two objectives you need to address: firstly you need to convince them to buy the products you have for sale; secondly you need to convince them to buy those products from you and not go elsewhere for them.

顾客进入网站以后，你需要完成两个目标：首先要说服顾客购买网站销售的东西；第二，要说服顾客从你的网站上买，而不是其他网站。

Selling the product is relatively easy - make sure you have good clear product images (both thumbnail and enlarged images) and make sure you provide a clear, accurate and easy-to-read description. Far too many people rush this part and content themselves with copying and pasting a description from the manufacturer's website or from another site - take the time to format your description properly using paragraphs, tables and bullet point lists as appropriate. There's nothing more off-putting than seeing a mass of small text in one long paragraph. Remember: reading text on a screen is tiring, so break it up into manageable chunks.

销售产品其实相对比较容易，要保证在网站出现的图片要清晰（不管是小图片还是放大的图片），同时要保证提供清楚、明白、易读的文字描述。很多浏览者只是匆匆地看一下这个部分，不加思考地看一下制造商网站或是其它网站对产品的描述，所以网站应该多花点时间运用恰当的段落、表格和点式列表对产品进行描述。小段的文字介绍是最让用户头疼的。所以要记住：在屏幕上阅读文章枯燥，应该把介绍分成适当的几部分。

Once you have written your product description, ask yourself if you have managed to get across all the features and benefits of that product. Using our example of a jar of eucalyptus honey we could say one of its features is its distinctive taste and the benefit to the customer is that it will give him or her a totally new taste sensation, as well as being a healthier alternative to sugar.

写完产品介绍后，要注意检查一下是否包含了产品的特征和优点。还是用桉树蜂蜜这个例子，它的一个特点就是口味特别，优点就是给消费者一个全新的味觉享受，并且比糖更利于人体的健康。

Having promoted the product you now need to promote your company as the only place I should be thinking of buying this product from. Now different people will look for different indicators when assessing whether they should buy here or elsewhere, so you will need to try to cover all options.

在进行完产品推销后，就应该推销自己的公司，也就是顾客购买产品能想到的唯一的地方。不同的顾客在决定购买地点的时候考虑的提示是不同的，所以在你的网站中要尽量包含所有选项。

Some people will look to see what kind of guarantees you provide and what your returns policy is like, so make sure these are clearly displayed on your site. Others will look to see if you have a price promise or any multi-buy offers, so careful consideration should be given to these as well. But probably the most important factor when seeking to build confidence in your company is that of delivery.

有些顾客会注重网站提供那些保证，返还规则是什么，所以在网站中尽量把这些内容清楚地呈现出来。有些顾客会注意看网站是否有价格承诺，是否包含多种购买方式，因此，这些内容都应该在内容介绍时涉及到。

Instant Gratification
让顾客立即满意

We live in a world where we have become accustomed to being able to get what we want very quickly. Gone are the days of saving up for months to buy something we've set our heart on - if we want it we buy it and, if needs be, pay for it later.

在现在生活的环境中，我们越来越习惯尽可能最快地得到我们所想要的。以前我们花几个月存钱，来购买我们渴望得到的东西，我们要想买，尽可能地晚付钱。

So let's assume that I've been browsing the Internet, arrive at your site and see this fantastic picture of a jar of eucalyptus honey. You've told me how good value it is and why it would be good for me to buy it. You've made me want it. I add a jar to my shopping cart and proceed to the checkout, only to find that you're telling me I need to allow 14 days for delivery. That's no good to me - you've enticed me to buy something, now you need to put it into my hands as quickly as possible. If I think I'm going to have to wait a long time before it's delivered, one of several things could happen: I might decide I can't wait that long and try to buy it elsewhere - even if I don't find another store selling the same product, don't assume I'll come back to your site to buy it because you've lost my confidence and I don't like waiting; alternatively I might order the product but change my mind before it arrives and cancel the order.

我们假设顾客正在浏览网站，进入你的网站并且看到了那张吸引人的桉树蜂蜜图片。网站告诉顾客蜂蜜的价值在哪里，顾客购买的原因在哪里，这就让顾客产生了购买的欲望。顾客就会把蜂蜜放进购物车，继续寻找要买的东西，没想到网站竟然告诉顾客，产品需要14天才能到达顾客的手中，这有可能成为使顾客放弃购买的原因。顾客可能会有这样的心理：既然网站诱使自己购买东西，那就应该尽快让顾客收到。顾客会想，在等待产品到来的这段时间说不定会发生什么事情-即使没有别的商店买这些产品，也别想顾客再回网站上购买了，因为网站让顾客失去了信心，顾客不喜欢等待。这样，顾客可能会在产品送达之前改变主意，取消订单。

The two golden rules of delivery are these:
产品交付的两条重要规则：

• Display your delivery charges and options clearly and concisely on your website before you get to the checkout. Enticing someone to the checkout and then springing a hefty delivery charge on them may bring you a few one-off orders but it won't help to build customer confidence and you will be less likely to get repeat custom.
  在销售东西以前，清楚、简明地说明送货到户的费用。如果吸引到客户购买后，对他们收取的送货到户费用过高，那网站可能只会几张一次性的订单，不会建立起客户的购买信心，吸引不到回头客。
• Give your customers a range of delivery options including same day and next day delivery. I can't emphasise this point enough - give customers the option to pay a little extra for a quicker delivery. This may seem bizarre but some customers will pay more for delivery than for the product itself if it means it will arrive same day or next day. Your website may have done an excellent job of telling me all I need to know about a product and convincing me to buy it, but if you can't deliver it quickly there is a good chance I will go somewhere else to buy it if it means I can have it more quickly - even if it costs me more money.
  
  给客户提供一系列的配货选择，包括当天到货以及第二天到货这样的选择。这一点就不用过分强调了，客户可以支付额外的费用，更快地得到货物。这样有时候看起来有些不可思议，因为如果要当天到货或者的二天到货，客户要支付的配送费用要高于产品本身的价格。你的网站可能会提供一切客户所需信息，能说服客户去购买，但如果你不能快速地配送货物，那么客户可能就会选择去其他的网站购买产品，即使别的网站产品价格高。

Search and Navigation
搜索和导航

Once you have optimised your site for your key products it almost goes without saying that you should tailor any advertising or sponsored link campaigns to be targeted towards those products in particular.

网站的主要产品一旦被搜索优化，就要紧紧围绕特定的产品目标，安排广告和页面链接。

But you still need to bear in mind that not all visitors to your site will be looking for those products. To enable people to find any product in your store quickly and easily you will need to provide adequate navigation and searching facilities.

但仍然要记住，并不是所有的客户都有耐心在网站中寻找想要的产品。要向让客户既方便又快捷地找到自己想要的产品，就必须提供适当的导航和搜索工具。

Some people are very visually oriented and will instinctively look for a picture of the product they are looking for. Others will want to navigate to their chosen product range using the menu (a word of warning here: it may seem a novel idea to put the menu on the right hand side of the page but most people will intuitively look to the left for it and if they don't see it you are most likely to end up with frustrated and non-buying visitors. This is a classic example of how innovative design can interfere with functionality). Some people however will insist on using a search box to find what they want. Research has shown that a fair number of people are likely to abandon a site altogether if there is no search facility.

有些用户对图像非常敏感，进入网站后，很自然地会去找产品的图片。，另外有一些客户利用菜单，对所选的产品进行导航。（需要提醒一句：把菜单放在网页的右边看上去是个新颖的做法，但是大多数人会直接在网页的左边寻找菜单，这样局很容易忽视了右边的菜单。这样能创新的网站就不会有购买的客户，最终网站会以经营失败而结束。）

So in order to cover all bases and cater for all types of people you should have the following:
因此，设计网站的时候要考虑到基本的细节，尽可能迎合各种各样的客户，要做到以下几点：

• Basic search facility with an optional link to an advanced search (this should be in an obvious place on every page of your site).
  
  基本的搜索工具可以与高级搜索任意链接。（工具应该处于网页的显著位置。）
  
• A clear and well-organised navigation menu on the left hand side of each page.
  
  设计合理又清晰的导航菜单应该在网页的左边。
  
• Product or section images in a prominent position on your homepage linking through to your main products or product sections.
  
  位于网站首页显著位置的产品图片或产品的某部分图片，应该能与其他产品和产品的其他部分进行链接
  

Wrapping Things Up
嵌套

Having covered all the basics of setting up your online shopping website, you can now turn your attention to those extra touches that will really make you stand out from the crowd. If appropriate you could offer a gift-wrapping service or even discounts for people who spend over a certain amount.

网上商店的建设具备以上所属的功能后，你就应该把注意力放在其他方面，因为它可以帮助你在诸多网上商店中脱颖而出。有必要的话，可以给消费了一定数目的客户提供包装服务，甚至是折扣服务。

If you have a newsletter then ask your customers when they check out if it's ok to put them on your mailing list.

如果网站提供时事资讯服务，那应该在客户结账的时候，询问客户是否需要此服务。

Last but not least, if someone can't find what he or she wants on your site for the simple reason that you don't stock it, make it as easy as possible for him or her to contact you and ask if you can help. It may also be worth adding a note to your site to the effect that you will try to order any product that you don't hold in stock. Everybody loves good customer service and we all appreciate it when someone is prepared to go the extra mile to help us.

网站如果有些产品没有涉及到，用户没有找到所需要的内容，那网站应该让客户用尽可能简单的方法联系自己，并且询问是否需要帮助。最好是在网站中做个提示以便以后订购网站中没有的产品。客户都喜欢对客服务优质的网站，更喜欢为顾客提供细心周到服务的网站。

网站设计价格和成本 网站的设计如何能让搜索引擎优化——三种利用css的方式

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