访问一个网站都经过哪些步骤

As a frequent visitor to forums in which people ask for critiques of their new ecommerce sites, I have seen the best and the worst of small business Web development. For the first 1000 posts or so, I was helpful, kind, and supportive when gently pointing out each developer’s site issues and how he or she could make the site "the best it could be".

作为论坛的常客，人们在论坛上要求对他们的新电子商务网站提出批评，我已经看到了小型企业Web开发的最好与最坏。 对于前1000个左右的帖子，在温和指出每个开发人员的网站问题以及他或她如何使网站“达到最佳状态”时，我很有帮助，友善和支持。

Funny thing though: I found out that this approach doesn’t really work. Maybe the developers think their sites are somehow different, or that the basic rules of good online commerce don’t apply to them for some reason. Site after posted site, I see the same errors in judgment and design. The following 10 tips now represent my standard advice to every budding Website entrepreneur.

不过，有趣的是：我发现这种方法并没有真正起作用。 也许开发人员认为他们的网站有所不同，或者出于某些原因不适用于他们的优质在线商务基本规则。 一个站点一个站点发布一个站点，我在判断和设计上看到相同的错误。 现在，以下10个技巧代表了我对每位新兴网站企业家的标准建议。

1.使用电子商务软件的默认布局 (1. Use your Ecommerce Software’s Default Layout)

Whatever shopping cart you use, the "stock" or default look is fine. After all, if it wasn’t the best layout of all time, why would they distribute it as "stock" in the first place? Never mind that your site will look like every other lazy shop owner who decided that product presentation was overrated. Never mind that it has no flow, coherence, or style. And you might as well just ignore the fact that it makes you look like some high school kid in a basement trying to take their money and run.

无论使用哪种购物车，“库存”或默认外观都可以。 毕竟，如果不是有史以来最好的布局，为什么他们会首先将其作为“库存”进行分配？ 没关系，您的网站看起来会像其他所有认为产品展示过高的懒惰店主一样。 没关系，它没有流动性，连贯性或风格。 您可能也忽略了一个事实，即它看起来像地下室中的某个高中生，试图拿走他们的钱，然后奔跑。

You lack design talent? We understand. After all, if you could make nice Websites, you wouldn’t be trying to sell whatever it is you make online: you’d sell nice Websites instead. Sure, you could get a ready made, beautiful drop-in template from one of hundreds of sites that specialize in that sort of thing — some of them even custom-made for your cart platform — for less than $200.00. But hey, you picked a FREE cart, and darn it, this site is going to be free if it kills you (or your chances of success). Those people that say you have to spend money to make money are all full of garbage, right?

您缺乏设计才能吗？ 我们明白。 毕竟，如果您可以制作漂亮的网站，那么您就不会尝试出售在线制作的产品：您将出售漂亮的网站。 当然，您可以从数百家专门从事此类工作的站点中获得一个现成的，精美的嵌入式模板，其中某些站点甚至是为您的购物车平台定制的，而其价格却不到200.00美元。 但是，嘿，您选择了一个免费购物车，并对其进行了修理，如果该网站杀死您(或您获得成功的机会)，它将是免费的。 那些说你必须花钱才能赚钱的人到处都是垃圾，对吗？

2.不要使用缩略图 (2. Don’t use Thumbnails)

Why would you want to speed up load times for slow connections, or make your product shots look better? Good looking images are the sign of professionalism and class, and you surely don’t want your site to have either of those. Sure, successful shop owners say better images sell more products, but you don’t have to listen to those people. After all, what does a successful shop owner know that you don’t?

您为什么要为慢速连接加快加载时间，或使产品外观看起来更好？ 美观的图像是专业精神和上乘的标志，您当然不希望您的网站同时拥有这两种图像。 当然，成功的店主说更好的图像可以卖出更多的产品，但是您不必听那些人的话。 毕竟，成功的店主知道您不知道什么？

Forget the fact that every cart on the planet either has the ability to use thumbnail images built in, or a free and easy-to-install contribution that handles them beautifully. Keep posting 800k images to your site, and laugh at those people who talk about "site optimization" and "load times".

忘记了这个事实，即地球上的每个购物车都可以使用内置的缩略图，或者免费且易于安装的精美图片处理工具。 继续向您的网站发布80万张图片，并嘲笑那些谈论“网站优化”和“加载时间”的人。

3.不要在Photoshop中优化图像 (3. Don’t optimize your Images in Photoshop)

Optimizing your images in Photoshop or some other image editing program takes time — your valuable time. Leaving pictures at their original, huge dimensions and making the customer download 3MB of images for each page in your site takes time too — the pesky customers’ time. Everybody knows customers love to wait to buy your products. Play a game! See how big you can make your images, watch how your load time suffers, and then see how your conversion rates fare!

在Photoshop或其他图像编辑程序中优化图像需要花费时间-您宝贵的时间。 将图片保留为原始的，巨大的尺寸，并让客户为您站点中的每个页面下载3MB的图像也要花费时间-讨厌的客户的时间。 每个人都知道客户喜欢等待购买您的产品。 玩个游戏！ 查看您可以制作多大的图片，查看载入时间如何受苦，然后查看转换率如何！

Challenge yourself to approach dialup speeds over your cable modem using your stellar layered, uncompressed image design. I’m sure your customers will love it!

挑战自己，使用星状分层，未压缩的图像设计来接近电缆调制解调器的拨号速度。 我相信您的客户会喜欢它！

4.不要让结帐流程变得顺畅 (4. Don’t smooth the Checkout Process)

People love filling out 8 pages of forms before they can buy stuff. Better yet, add in a couple more pages to surprise the customer just when they think they’re finally through! You really do need the customer’s age, gender, and the name of his first-born son before you can sell him your hand-painted dishrags.

人们喜欢在购买商品之前填写8页表格。 更好的是，添加更多页面以使客户在他们认为自己终于完成时感到惊讶！ 您确实需要客户的年龄，性别以及他长子的名字，然后才能向他出售您的手绘抹布。

Whatever you do, make it as hard as you can for the customer to complete a sale and pay you money — that’s how you can tell if a customer is truly dedicated (or if they love pain).

无论您做什么，都要使客户尽可能地难以完成销售并向您付款-这就是您可以判断客户是否真正敬业(或者他们是否喜欢痛苦)的方式。

5.忽略您“定位”的市场 (5. Ignore the Market you’re "Targeting")

Sure, there are 50,000 computer stores online, but yours is going to be the best! Market research is for people who don’t know what they want to sell, right? You never researched for a term paper in high school and you passed. Why should an online business be any different? Don’t invest time or money in unique products or services, and don’t even think of developing some sort of unique selling proposition. Just bang out a site with the exact same products as your competition, only make yours more expensive, lesser known, and harder to deal with!

当然，有50,000家网上商店，但您的商店将是最好的！ 市场研究适合那些不知道要卖什么的人，对吗？ 您从未在高中研究过学期论文，但您通过了。 为什么在线业务应该有所不同？ 不要将时间或金钱花在独特的产品或服务上，甚至不要考虑制定某种独特的销售主张。 只需提供与您的产品完全相同的产品来竞争一个网站，只会使您的产品价格更高，知名度更低，更难以应对！

6.不要添加SSL证书 (6. Don’t add an SSL Certificate)

All that junk about customers "Caring about their privacy" and being "Worried about identity theft" is unfounded. Just ask my friend "John" from Indonesia. Hey, by the way, he has $30,000,000.00 he wants to send you. He just needs your credit card number along with your name and billing address.

关于客户“关心他们的隐私”和“担心身份盗用”的所有垃圾都是没有根据的。 只需问我来自印度尼西亚的朋友“约翰”。 嘿，顺便说一句，他有$ 30,000,000.00他想寄给您。 他只需要您的信用卡号以及您的姓名和帐单地址。

Never mind that SSL certificates enable the 128bit encrypted tunnel between customers’ computers and your payment processor. All that stuff can just be sent plain text across the Internet. SSL certificates cost money, and you’re on a budget. Sure, the customer can sue you after your Website is found responsible for their identity theft, but that’s not very likely to happen. You treat your customers like they’re dumb and their personally identifiable information is worthless, so they probably don’t have the smarts to hire a lawyer to sue you all the way to the poor house. After all, $50 is a lot of money for security and peace of mind!

没关系，SSL证书启用了客户计算机和付款处理器之间的128位加密隧道。 所有这些东西都可以通过Internet以纯文本格式发送。 SSL证书需要花钱，而且您预算有限。 当然，在您的网站被发现对其身份盗用负责之后，客户可以起诉您，但这不太可能发生。 您对待客户的态度就像愚蠢的一样，他们的个人身份信息也一文不值，因此他们可能没有聪明才智来聘请律师一路起诉您到贫穷的房子。 毕竟，50美元对于安全和安心而言是一笔不小的数目！

7.不要添加使用条款，隐私权或销售声明的条件 (7. Don’t add Terms of Use, Privacy, or Conditions of Sale Statements)

Some might say that customers like to know who they are dealing with, but those people are full of it. Customers don’t care about your return policies, what to do if they receive a broken product, or what to do if the size they ordered is wrong.

有人可能会说客户喜欢知道与谁打交道，但这些人却很满意。 客户不在乎您的退货政策，收到损坏的产品该怎么办，或者订购的大小错误该怎么办。

Likewise, they don’t care what you’re going to do with the personally identifiable information you collect. I know for a fact there are people who love SPAM mail: I received an email about it just the other day. Oddly enough, it had a link for cheap "V I AG RR A" in it too, whatever that is. Forget that mumbo jumbo about how providing privacy and terms of sale information is a legal requirement in most jurisdictions — like I said, your customers are hardly going to get a lawyer! Everybody knows that people don’t like to sue lazy, complacent companies for easy money, right?

同样，他们不在乎您将如何处理所收集的个人身份信息。 我知道有些人喜欢垃圾邮件：几天前，我收到了一封有关垃圾邮件的电子邮件。 奇怪的是，无论它是什么，它中都有一个廉价的“ VI AG RR A”链接。 忘记了有关在大多数司法管辖区如何提供隐私和销售条款信息是法律要求的大杂烩-就像我说的那样，您的客户几乎都不会聘请律师！ 每个人都知道人们不喜欢为了轻松赚钱而起诉懒惰的，自满的公司，对吗？

8.完全省略产品说明 (8. Completely leave out Product Descriptions)

All your customers need is a browser-resized, jagged picture of your product. They don’t need to know its features, limitations, or comparisons to other products. Hey, if they knew all that, they’d probably go buy your competitor’s widget right?

客户需要的只是浏览器调整大小的，带有锯齿状的产品图片。 他们不需要知道其功能，局限性或与其他产品的比较。 嘿，如果他们知道所有这些，他们可能会去购买竞争对手的小部件吧？

Don’t describe your product at all. Be sure to use your own arbitrary part number scheme too, so customers can’t search by the manufacturer’s part number to find the products they already know they want to buy. Oh, and use some random picture for the product with a note at the bottom that says, "Picture is a demo, actual product may vary" so the customer never really knows what they’re going to get.

根本不要描述您的产品。 确保也使用您自己的任意零件号方案，这样客户就无法通过制造商的零件号搜索来找到他们已经知道要购买的产品。 哦，为产品使用一些随机图片，并在其底部注明“图片是演示，实际产品可能会有所不同”，因此客户永远不会真正知道自己会得到什么。

9.添加Flash。 很多。 也可以使用Java。 (9. Add Flash. Lots of it. Throw in some Java, too.)

Flash intros rock. Add two of them, and make sure you don’t put one of those annoying "skip intro" links at the bottom. Heck, if you did that, nobody would get the chance to experience your Uncle Joe’s mediocre Flash skills. When you finally do let the three customers who are willing to sit through your tedious intros into your store, make sure you have a Flash product menu, a Flash header, and random Flash buttons all over the page. Page animations and moving text equate directly to quality and usability, and don’t you ever forget it!

Flash简介摇滚。 添加其中两个，并确保不要在底部放置那些烦人的“跳过介绍”链接之一。 哎呀，如果你那样做的话，没人会获得机会体验乔叔叔平庸的Flash技能。 当您最终决定让三位愿意坐在您乏味的介绍中的顾客进入您的商店时，请确保您在页面上都具有Flash产品菜单，Flash标头和随机Flash按钮。 页面动画和移动文本直接等同于质量和可用性，并且您永远不会忘记它！

Now, if all that Flash doesn’t slow your site down to a crawl, don’t worry: you can always add Java. Sure, most professional developers and customers refer to Java as "That Damn Dirty Java", but your customers are different. Put random Java image switchers and scrollers on every page. Put that neat-o Java water ripple effect thingy on your homepage, because that wasn’t old and tired enough in 1993. And make sure you require users to have Java installed, along with Flash, Windows Media Player, QuickTime, Comet Cursor, and goodness knows what else, in order to use your site properly. Maybe throw in an ActiveX dialler installer for good measure — customers love to wait endlessly for compulsory ad-ware-laden downloads while trying to spend their money on your products!

现在，如果所有Flash都不会使您的网站慢下来，请不必担心：您可以随时添加Java。 当然，大多数专业开发人员和客户都将Java称为“ That Dam Dirty Java”，但是您的客户却不同。 在每个页面上放置随机Java图像切换器和滚动器。 在您的首页上添加整洁的Java水波纹效果，因为在1993年还不够陈旧。请确保您要求用户安装Java，以及Flash，Windows Media Player，QuickTime，Comet Cursor，和善良知道什么，以便正确使用您的网站。 也许可以妥善安装ActiveX拨号程序安装程序-客户喜欢无休止地等待强制性的广告软件下载，同时又花钱在产品上！

10.切勿发布您的地址或电话号码 (10. Never post your Address or Phone Number)

Customers never want to get a hold of you: that’s why they buy online! Plus, if they have a complaint, they have no way of getting in touch with you other than email, and we all know how easy to ignore that is. Just think — without them knowing who you are, where you are, or how to contact you, your customers can never send product returns, make complaints, or cause waves. It’s brilliant! You can claim customer satisfaction is 100%, because nobody will ever be able to contact you to tell you otherwise.

客户永远都不想得到您的支持：这就是他们在线购买的原因！ 另外，如果他们有投诉，除了电子邮件之外，他们无法与您取得联系，我们都知道忽略这一点很容易。 试想一下-如果他们不知道您是谁，您在哪里或如何与您联系，您的客户将永远不会发送产品退货，提出投诉或引起麻烦。 这个棒极了！ 您可以声称客户满意度为100％，因为没有人能够与您联系以其他方式告诉您。

Sure, this might put off about 90% of your potential customers, but don’t let that stop you. That still leaves you 10% of the Internet, and trust me, the Internet sure is big. Make sure you ship your items from the shipping store or the post office so there is never a return address on the box. When the credit card company calls you about a chargeback, make sure you tell them the customer never called and complained, and you never received a return.

当然，这可能会使大约90％的潜在客户失望，但不要因此而阻止您。 那仍然让您拥有10％的互联网，请相信我，互联网肯定很大。 确保从运输商店或邮局运送物品，因此包装箱上永远没有回邮地址。 当信用卡公司致电给您关于退款的信息时，请确保您告诉他们客户从未致电和投诉，也从未收到过退货。

您的电子商务网站有多恐怖？ (How Horrible is your Ecommerce Site?)

While these "tips" were written in good humor, the above pointers cover serious advice that is not so much related to the technical nature of an ecommerce site as it is to product and company presentation.

尽管这些“技巧”是用幽默的笔法编写的，但以上指示内容涵盖了严肃的建议，这些建议与电子商务网站的技术性质无关，而与产品和公司介绍无关。

Sometimes, the negative aspects of not taking certain actions have more impact than extolling the virtues of doing it right. This article is not designed to be a punch in the face to those diligent, passionate store owners who really care about the service they provide, but as more of a wake up call to future and existing shop owners and developers.

有时，不采取某些行动所带来的负面影响要比赞扬正确做事的优点更大。 本文的目的不是对那些真正关心他们提供的服务的勤奋，热情的商店老板大打出手，而是作为对未来以及现有商店老板和开发商的警钟。

翻译自: https://www.sitepoint.com/steps-horrible-ecommerce-site/

访问一个网站都经过哪些步骤