The essence of a website is self-service. There are three core things that self-service needs to get right: convenience, speed, and price. Convenience means task achievement with minimum effort. Speed means that you get in and out of a website as quickly as possible. People are cheap on the Web.

网站本质就是一种自助式销售，自助式销售必须实现三个目标：方便、快捷、价格便宜。方便意味着通过最小的努力完成任务；快捷意味着尽快登录或者离开网站；价格便宜意味着吸引购买便宜商品的访问者。

It's hard to design for self-service. It requires an absolute focus on simplicity and clarity of message. People read on the Web like they read motorway signs. They are moving at speed. There is precious little time to focus, so the message must be clear.

自助式销售设计其实很难，它需要突出信息的简单以及清晰。用户浏览网站信息就像浏览高速公路的路标，他们在快速移动阅读。由于他们关注信息的时间很少，所以信息必须醒目，这样才能吸引他们。

It's not enough that your website is a little more convenient. Your visitors are bringing a lifetime of habits with them. What they need to do at your website, they have done manually before. They have received help from someone to complete this task. Now they are on their own. They don't like that.

网站只达到稍微便利的要求还不够。网站访问者都有伴随一生的习惯，在网站上做的事情，以前都是他们手工操作的，并且需要得到某些人的帮助，现在他们要自己做。他们并不喜欢这种方式。

The deeply ingrained habit inside them is saying: "This is too much hassle. Let's do it the way we always do it. Let's do it the way we know." This is a compelling message. So to win this person over, it isn't sufficient that your website is a little more convenient. It has to be a lot more.

访问者根深蒂固的习惯可能会指导他们：用以前做事的方法去做，用已经了解的方式去做。这就是 一种强制性信息，所以服务稍微便利的网站是不能说服访问者购买的，网站必须提供多种便利条件。

If there was a convenience meter, I would say that most websites would struggle to achieve 40 percent on its scale. There is so much room for improvement. That's understandable. The Web is only 10 years old. We have made lots of great progress. Let's keep getting better.

如果有一种测量便利性的仪表，我敢说，大部分网站达不到仪表刻度的40%。由此，我们应该知道，网站提高的空间很大。网络已经发展十年了，十年中我们进步很大，现在应该继续努力。

In a plush restaurant, you pay to wait. You don't pay to wait in McDonalds. You want it fast. Great websites are obsessed with speed. The Google homepage is 11 KB. Do you know the weight of your homepage?

在豪华酒店就餐时，你需要等待；但在麦当劳店里，就不用等，你会希望他们加快速度。好的网站应该注重速度。Google的主页只有11kb，你的主页内容有多少呢？

It's not just about page weight. There are many other factors that influence how quickly a webpage will download. Achieving success is about testing, testing, testing. Success is also about perceived speed. If you have a six step process and an equivalent website has a five step process, people may perceive you as slower, even if your pages download much faster.

不仅是网页内容，还有很多其它因素会影响网页下载速度。只有反复测试，网站才能取得成功。可以观察到的速度也会对网站成功产生影响，如果你的网站购买过程包含六个步骤，而其它同类型的网站只有五个，访问者就会认为你的网站速度慢，即使网页下载速度更快。

The Web: land of free information; home of the bargain hunter. There is a particular psychology at work when we are in self- service mode. We're doing it for ourselves, so what's in it for us? We're saving this website money because it now has to hire fewer people. So we want some of those savings passed on. It's only fair.

网站：提供免费信息的平台、出售便宜商品的场所。在自助式销售模式下，我们会有一种特殊心理。我们是在为自己购物，那么网站提供给我们什么呢？我们在给网站省钱，因为它的员工少，开支少。我们通过网站节省自己的开支，这是公平的。

Even if you are a government or university website, you still need to think about some sort of special offer. Do they get an extra week past the official deadline if they fill in their application online?

即使是政府或者大学网站，仍然需要考虑提供某种特殊服务。比如：如果网上填写申请表，是否给他们提供一星期准备时间呢？

For example, the U.S. Internal Revenue Service website is currently promoting "Free File". "Free File is online tax preparation and electronic filing through a partnership agreement between the IRS and the Free File Alliance, LLC," the website states. "In other words, you can e-file ... free."

比如说，美国国内税局正在普遍推广“免费文件”，所谓“免费文件”就是，在美国国内税局与免费文件联盟达成的协议后，可以在网上进行税收准备、电子存档。也就是说，可以进行电子归档，并且是免费的。

No matter what sort of website you have, if you want to maximize success, you need to be convenient, fast, and cheap. Adhere to these three principles and everything else will fall into place.

不管网站类型是什么，如果希望成功设计网站，就必须做到方便、快速、便宜。遵循这三条原则，网站就会发挥作用。

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