Building customer trust online is a combination of good branding, good design, and good content. A website needs all three components to be successful in creating a climate of trust that encourages sales.

如果你希望通过网络赚取客户的信任，那么你的网站需要具备良好的品牌、优秀的设计以及内容。一个网站迫切需要这三点来成功地创建有助于推进销售的良好信誉氛围。

Branding is about finding a specific idea that you stand for, finding a way to own that idea in a credible way, and ultimately building a total trust that you will always deliver.

品牌使得客户认知你的代表性观念，并通过可以信赖的方式接受你的观念，最终，让他们完全相信你对他们的具体表述。

Branding for Success Maybe you think only big businesses need to be branded, but I'd challenge that thought by telling you this - As soon as you open your doors for business (either physically or metaphorically) you become a brand in the eyes of everyone who sees you or buys from you. The only choice you have is to become either a negative brand, undifferentiated brand, or a powerful, motivating brand.

可能你认为只有大型企业需要做出品牌，但是我要告诉你的是，只要你打开了生意之门（不管是实际的还是虚幻的），所有就会把你看成一个品牌，他们会根据这个来向你购买。你只有一个选择，要么是你的品牌看上去不易被人接受或者毫无特色，要么就把它塑造成一个强大的，具有轰动效应的品牌。

Good branding on a website immediately lets a visitor know what you can do for them. In other words, don't brand your business by a generic term like "gardening." Instead, brand your business by showing the uniqueness of what you offer with a benefit statement, "Container gardening for unhappy apartment dwellers who want to be surrounded by nature."

较好的网站品牌可以直接让访问者知道你可以为他们做些什么。换句话说，不要直接使用诸如“园林艺术”这样的行业术语来作为你的商业品牌。你的商标应该突现你的独一无二的特色，它可以为你的客户带来利益：“袖珍型园林，它可以使公寓居民时时刻刻地与大自然融合，保持良好的心情。”

With Internet branding, you want to present your brand so customers can interact with your message and interact with your site. On the Internet, your prospects have total control of what they see, read, and hear. That's why traditional advertising doesn't work on the Net.

你希望通过互联网打出你的品牌效果，此时，客户可以与你进行信息交互和网站交互。在互联网上，你完全受制于潜在客户所看到的、所读到的以及所听到的。这就是为什么传统广告业并不在互联网上运营的原因。

Design Considerations Visitors are interacting with your site when they are shopping. The Internet gives you total control over what your prospective customer sees. Their shopping experience needs to be positive or you lose the sale. According to a 2002 survey by the Stanford Credibility Project, 46% of respondents said that design plays a role in a websites creditability. Even a reputable brand with a poorly designed website would cause people to leave.

注重设计的访问者希望在他们购物时与你的网站进行交互。你可以通过互联网来掌控潜在客户所看到的东西。他们需要获得正面积极的购物经历，否则，你就会失去生意。根据斯坦福信用企业在2002年的调查可以得知，46%的回应者认为，设计在提升网站可信性中扮演了重要的角色。即使是一个非常著名的品牌，如果网站设计的很差，那同样也会导致顾客大量流失。

Just like in a crowded store, where you can't find the section you are looking for, a crowded/cluttered website confuses a prospective buyer. Have the website set up with simple graphics and navigation. What you need to do is remove all the obstacles from the selling process. To increase the click-thru rate, your site must offer instant gratification in terms of comprehension and clarity.

如同一个拥挤的市场，你不能在里面找到你需要的那部分，同样，一个内容拥挤并且混乱的网站也会吓走你的潜在客户。因此，你必须将网站中的图形设计得简单一点，并且，你应该是网站具有一个清晰的导航系统。你所要做的就是把妨碍销售进程的障碍全部去除。为了增加点击率，你的网站应该更加考究和清晰，以获取更大的客户满意度。

Remember, customers are entering your site at different points, so it is important that your brand message is clear on every page of your website. Try to have a consistent look on the site that matches your offline branding. Keep the same colors on your website so that they match your offline marketing materials.

请记住，客户是从不同的角度来访问你的网站的，因此，网站中每张页面的主题必须非常明确，这非常重要。尽量使得你的在线商标与线外商标相吻合。并且，保持站点的色调与实际的线外市场的色调相一致。

Trustworthy Content Creating content that gives your customer a sense of safety and security is also a way of building trust with your customer. Fraud and identity theft are big concerns for online shoppers. Sadly, according to Forrester Research, 71% of online shoppers don't believe the retailer can protect them from fraud. So, they are reluctant to give out financial information. Consumers also believe that only 49% of companies will protect their privacy.

创建可靠的信息可以使你的客户保持长期的安全感和信赖感，这同样也是建立客户信用度的好方法。欺骗和敲诈是在线消费者最头疼的问题，但是遗憾的是，根据Forrester的研究，71%的在线消费者不相信零售商能够保护他们而不遭受欺骗。因此，他们都是非常勉强地发布商业信息。客户只相信，只有49%的公司可以保护他们的隐私权。

Website visitors need to feel that the information they give to a website will be held in confidence. Before asking someone to give you their email address, be sure you have a privacy policy statement. Make sure the privacy statement is near the email sign-up.

网站访问者需要感到他们提供给网站的信息能够被很好地保密。在请求一些人输入他们的Email地址之前，确信你能给他们提供一份隐私保密条款，并且，将这份条款放置在email签约按钮的旁边。

To reassure your website visitors of a secure financial transaction, use the security certification seals of Verisign, Hackersafe, and Thawte. Make sure the seals are prominently displayed on the shopping cart and throughout the checkout process. Forrester research found that sites using these certification seals had a 14% increase in conversion rates.

为了使网站访问者确信，在你的网站上进行商务活动是安全的，你应该使用一些诸如Verisign、Hackersafe以及Thawte这样的安全认证标志。确保每个安全认证标志能够在购物车或是检测进程中清晰地显示出来。Forrester研究发现，标明这些安全认证标志的网站能够增加14%的交易机会。

Another technique is to use privacy seals from BBB online and TrustE. These third party logos communicate that your company can be trusted and have met a standard of measurement for reliability. These seals need to be placed throughout the website: near email signups, registration, cart, and checkout.

另外一个用来保密的技术是使用“BBB在线”和“TrustE”这样的私密性保护标志。这个来自于第三方的logo间接地表明了你的网站是可以信赖的，并且它符合可信性标准。这个标志需要安放在整个网站中：在email的签约按钮旁，注册按钮旁、购物车按钮旁以及校验按钮旁。

Communicate to Build Trust Building trust online comes down to clearly communicating with your customer. Something as simple as failing to communicate the total purchase price upfront, will lead to shopping cart abandonment. Forrester research found that 57% of shoppers will abandon a shopping cart because the shipping charges were more than they expected.

通过交流来提升客户的在线信任度，这首先涉及到你与客户之间的沟通问题。很多简单的做法会轻而易举地失去与客户进一步沟通的机会，如：在购物车的最前端显示出总价，这将是客户放弃购买。Forrester研究发现，57%的购物者会因为消费的开支超过预期而放弃购买。

The goal of an online business should be to create an environment of worry free shopping. Create a website that makes a visitor feel safe, clearly expresses the company's brand through good design, and boosts website conversions through trustworthy content.

在线交易的目标就是创建自由的购物环境。通过优秀的设计清楚地表达公司的主旨，通过可以信赖的内容来增加客户与网站的交流机会，从而创建受客户信任的网站。

网站规划101 网站配色：第一部分

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