Before you can design a winning Website you need a comprehensive design blueprint, and that begins with defining the purpose — as well as prioritizing the various objectives — of your online presence. Over the last few years, too many ebusinesses have launched with unfocused goals and, as a consequence, awkwardly-designed Websites that quickly falter.
在设计一个成功的网站之前，您需要一个全面的设计蓝图，该蓝图首先要定义您的在线形象的目的(以及优先考虑各种目标)。 在过去的几年中，涌现了太多电子商务，但目标不明确，因此，设计笨拙的网站很快就步履蹒跚。
Is the purpose of your site to brand and position your company online? Do you want to impress customers with fancy design and flash? Do you want Internet users to call you or visit your physical store? Or do you want to generate high revenue with shortest sales cycle possible — Ã la pure ecommerce?
您网站的目的是在网上建立公司品牌和定位吗？ 您想用精美的设计和闪光效果打动客户吗？ 您想让互联网用户给您打电话或访问您的实体店吗？ 还是您想以最短的销售周期来产生高收入-纯电子商务？
Sadly, in executing ecommerce Web design, many of these goals have been conflated, misunderstood or poorly prioritized, in turn jeopardizing the overarching sales objectives of a business Website. In other words, when developing an ecommerce Web site, it’s customer acquisition (read: revenue stream) that should remain your top design priority. That means a sharp distinction needs to be drawn between the art of Web design and the art of designing a marketing-driven ecommerce Website.
可悲的是，在执行电子商务Web设计时，其中许多目标被混淆，误解或优先级较低，进而危害了商业网站的总体销售目标。 换句话说，在开发电子商务网站时，应始终将客户获取(阅读：收入流)作为您的首要设计重点。 这意味着需要在Web设计和市场营销驱动的电子商务网站的设计之间进行明显的区分。
智能电子商务的三个Web设计锚点 (Three Web Design Anchors for Smart eCommerce )
To efficiently reach ecommerce goals, a marketing-driven Website is going to be your vehicle. That means planning your site — and orienting your Web design — around three guiding "design anchors."
为了有效实现电子商务目标，以市场为导向的网站将成为您的工具。 这意味着围绕三个指导性“设计锚点”规划站点并确定Web设计的方向。
Design Anchor No. 1: Your "Value Proposition"
设计锚1：您的“价值主张”
What’s your unique selling proposition (or USP)? What benefits do you offer that differentiate your business from others? What features or services do you offer that unequivocally build value while giving you a definitive edge over the competition? Distilling your unique value proposition and communicating it quickly and clearly on your Website is the first element of profitable ecommerce Web design.
您独特的销售主张(或USP)是什么？ 您提供什么好处来使您的业务与他人区分开？ 您提供哪些功能或服务来毫无疑问地增加价值，同时在竞争中拥有绝对优势？ 提炼您独特的价值主张并在您的网站上快速清晰地传达它是获利的电子商务Web设计的第一要素。
Design Anchor No. 2: Your Target Audience
设计锚2：您的目标受众
Understanding your market — and defining the needs of your target demographic — is an essential part of any business enterprise. Online it’s no different: design not for yourself, but for you target audience. Articulate meaningful benefits and situate your style and content in the context of your customers’ immediate needs and desires.
了解您的市场并定义目标人群的需求是任何企业的重要组成部分。 在线也没有什么不同：设计不是针对自己，而是针对目标受众。 阐明有意义的好处，并根据客户的即时需求和愿望来确定您的风格和内容。
Banal Design is a good example of an online store that caters to a very specific market. In designing for this audience, the site could have easily obliterated ecommerce objectives with an elliptical layout and layers of overindulgent "cool". But instead of "art pour le art", this site quietly tailors design to its unique art world audience — while maintaining a lucid ecommerce agenda and a highly useable navigation and sales platform. At the same time, Banal Design also provides sufficient design elements to signal its credibility to a discerning target demographic in this niche market.
Banal Design是满足特定市场需求的在线商店的一个很好的例子。 在为该受众群体进行设计时，该网站可能会以椭圆形布局和过度放纵的“酷”来轻松消除电子商务目标。 但是，该网站不是“艺术作品”，而是根据其独特的艺术世界受众量身定制设计，同时保持清晰的电子商务议程以及高度可用的导航和销售平台。 同时，Banal Design还提供了足够的设计元素，以表明其对这个细分市场中敏锐的目标人群的信誉。
Design Anchor No. 3: Task-Analysis — Achieving a Defined Objective
设计锚3：任务分析-实现已定义的目标
Once you’re satisfied that your value proposition is being communicated to your target customer, you need a clear, focused sales process. Here, analyze the components of your sales channels, provide the necessary educational steps and requisite product information, and design a Website that optimizes action while eliminating distraction. Make it easy for customers to buy from you.
一旦您满意将价值主张传达给目标客户，就需要一个清晰，针对性的销售流程。 在这里，分析您的销售渠道的组成部分，提供必要的培训步骤和必要的产品信息，并设计一个可以在减少干扰的同时优化行动的网站。 方便客户从您这里购买。
In the case of Digital Playroom, the modus operandi is simple: get the online customer on the 1-800 number to sell highly specialized music and studio gear. Here, design and content are oriented around the understanding that 99% of Digital Playroom customers are already intimately familiar with product specification and competitor pricing. By using a "List Price", "Their Price", "Call for Your Price" strategy, Digital Playroom orients visitors with sufficient content, then mobilizes customers to act, to communicate, to get a personalized one-on-one experience for products that have become Internet commodities. It even suggests the enticing prospect of old-world haggling.
在Digital Playroom的情况下，操作方法很简单：获得1-800电话号码的在线客户以销售高度专业的音乐和录音室设备。 在这里，设计和内容是基于这样的理解，即99％的Digital Playroom客户已经非常熟悉产品规格和竞争对手的价格。 通过使用“标价”，“其价格”，“要求标价”策略，数字游戏室可以使访客拥有足够的内容，然后动员客户采取行动，进行交流，以获得个性化的一对一产品体验已经成为互联网商品。 它甚至暗示了旧世界讨价还价的诱人前景。
为“一秒原则”设计 (Designing for the ‘One Second Principle’ )
On the Internet, you only have one second:
在Internet上，您只有一秒钟的时间：
- One second to make a powerful impression. 一秒钟给人留下深刻的印象。
- One second to establish your professionalism and start building trust. 一秒钟建立您的专业水平并开始建立信任。
- One second to generate the interest of your target audience. 一秒钟引起目标受众的兴趣。
- One second to begin downloading your value proposition and to initiate a compelling sales overture. 一秒钟开始下载您的价值主张并启动引人注目的销售提议。
The three design guidelines above serve the one-second principle well and provide a blueprint for effective Website marketing and sales flow. Most online shoppers have little time to waste on brand-building Flash, sluggish multimedia plug-ins, overindulgent mission statements or content that serves no end. As recent research by Gartner and Jupiter Media Metrix suggests, convenience, usability and marketing clarity are even more important than price for online shoppers.
上面的三个设计准则很好地满足了一秒钟的原则，并为有效的网站营销和销售流程提供了蓝图。 大多数在线购物者几乎没有时间浪费在建立品牌的Flash，呆滞的多媒体插件，过度放纵的使命宣言或无休止的内容上。 正如Gartner和Jupiter Media Metrix的最新研究表明，对于在线购物者而言，便利性，可用性和营销清晰度比价格更为重要。
Given these survey results, successful Web design means having a tactical rationale for the placement of every graphic, every image and every word. And that means knowing your customers, anticipating their needs, and answering their questions before they’re even asked.
根据这些调查结果，成功的Web设计意味着对每个图形，每个图像和每个单词的放置都具有战术上的依据。 这意味着了解您的客户，预测他们的需求，甚至在被问到之前就回答他们的问题。
While more abstract issues like branding are not inconsequential online, the process of "building a brand" should come only as an after-impression, a coefficient of a powerful sales platform. Customer acquisition should remain the primary goal, and nothing — neither Flash nor corporate branding — should interfere with your marketing and sales agenda. Here, the best way to burn brand is to simply acquire a customer base: provide a righteous ecommerce experience and customers will remember you — even in a commodity driven market.
虽然诸如品牌之类的抽象问题在网络上并非无关紧要，但“建立品牌”的过程仅应作为一种印象，即强大的销售平台的系数。 赢得客户应该仍然是主要目标，并且Flash和公司品牌都不应干扰您的营销和销售计划。 在这里，树立品牌的最佳方法是简单地获得客户基础：提供正当的电子商务体验，即使在商品驱动的市场中，客户也会记住您。
Does that mean that design and aesthetics are not important? No, it only means that form should serve function on ecommerce Websites, not the other way around. Art rarely serves utility. In fact, authentic art usually struggles to subvert it. That’s why art, by itself, won’t sell your products online.
这是否意味着设计和美学并不重要？ 不，这仅意味着表单应在电子商务网站上发挥作用，而不是相反。 艺术很少能发挥效用。 实际上，真实的艺术通常很难被颠覆。 因此，艺术品本身不会在线销售您的产品。
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