原作者：Jason Mann

Internet Magazine showed that people do not read on the web like they would normally read offline.
國(guó)際雜志表明：人們?cè)诰€的閱讀習(xí)慣和平時(shí)的閱讀習(xí)慣是完全不一樣的。

So what does this mean to you and why should you care?
這句話對(duì)你來(lái)說(shuō)意味著什么呢？為什么我們需要注意這個(gè)方面？

Visitors to your web sites are in a rush, they want the information you promised and they want it NOW.
訪問(wèn)者通常是在非常隨意的狀態(tài)下快速瀏覽你的站點(diǎn)的。他們急于獲取真實(shí)的、實(shí)用的，并且是有價(jià)值的信息。那么，你能承諾滿足他們這點(diǎn)嗎？

If they don’t get the information they want they will leave and this means you lose the sale, the opt-in or whatever action you want the visitor to take while at your site.
如果他們不能及時(shí)地獲取所需信息，那么，他們將離開(kāi)你的網(wǎng)站。這意味著，你的網(wǎng)站已經(jīng)失去了賣(mài)點(diǎn)，訪問(wèn)者將不會(huì)再參與你的網(wǎng)站所組織的任何活動(dòng)。

The following 3 tips will help you give your visitors what they want and in a way that will increase your web sites usability.
不用擔(dān)心，下面的3點(diǎn)忠告將會(huì)給你帶來(lái)幫助。它會(huì)讓你為你的訪問(wèn)者提供所需信息，指出提升網(wǎng)站可用性的方法。

1. Concise Text
精簡(jiǎn)的文本描述

By keeping your paragraphs down to one single idea you can help speed up how your visitor absorbs your information.
你所寫(xiě)的文章必須圍繞一個(gè)主題，這可以方便訪問(wèn)者快速獲取主旨信息和中心思想。

For example, instead of:
舉個(gè)例子來(lái)說(shuō)，看看下面這段文章：

“In today’s market place many people tend to become overwhelmed with the over hyped and highly charged writing that most web sites employ to gain visitors business. This causes people to be turned off by the sites language and ultimately they will click the back button on their browser and leave.”
“在今天的市場(chǎng)中，許多人趨向于投放鋪天蓋地的廣告，他們聲情并茂的吹噓道：他們的大多數(shù)網(wǎng)站將會(huì)給訪問(wèn)者帶來(lái)商業(yè)收益。這導(dǎo)致訪問(wèn)者產(chǎn)生了“網(wǎng)站語(yǔ)言恐懼癥”，他們將毫不猶豫地點(diǎn)擊‘返回’按鈕甚至立馬離開(kāi)該站點(diǎn)。”

Why not say,
我們可不可以把上面這段文章的陳述方式改一改呢：

“Today more than ever people are turned off by over hyped marketing language of websites they visit and because of this frustration they will end up leaving your site.”
“今天，越來(lái)越多的訪問(wèn)者都對(duì)鋪天蓋地的市場(chǎng)廣告感到恐懼，因此，直接導(dǎo)致的結(jié)果是：他們將徹底告別這個(gè)站點(diǎn)?！?/P>

See how that short, to the point paragraph says the same thing but quicker?
看看上面這段敘述，是不是既表達(dá)了與前一段文章相同的意思又提升了瀏覽速度呢？

Go through your home page first and take out long, multiple thought paragraphs and edit them down to be precise. One idea per paragraph once you finish your thought (in 3-4 lines) start another paragraph.
那么，你是否也可以看看自己首頁(yè)上的長(zhǎng)篇大論呢？好好想想如何把這些文章改得精簡(jiǎn)得體以便于訪問(wèn)者閱讀。這里告訴你一個(gè)可行的辦法，盡量把一段文章在3-4行之內(nèi)敘述完整，然后再另起一行寫(xiě)下面一段。

2. Scannable Text
便于快速瀏覽的文本

Web site users do not read online text. They scan it.
網(wǎng)絡(luò)用戶(hù)一般不會(huì)在線精讀文本內(nèi)容。他們通常是快速瀏覽。

Use short bold text, for example in the form of a hyperlink, to make important information stick out from the page.
因此，應(yīng)該盡量使用簡(jiǎn)短、醒目的文本。舉個(gè)例子來(lái)說(shuō)，可以通過(guò)超鏈接的形式將重要的信息從頁(yè)面中分離出來(lái)，這樣做會(huì)使得這段重要信息顯得非常醒目。

Bullet lists are an invaluable tool as well. Put your important sets of words in bullets. For example instead of,
將一個(gè)段落以重點(diǎn)列表的形式表示也是一種非?？尚械姆椒āW(xué)會(huì)在你的重點(diǎn)詞組前方加一個(gè)起強(qiáng)調(diào)作用的圓點(diǎn)?？聪旅娴奈恼拢?/P>

“You will learn how to create your own web site, design pages that load faster, pick the right color scheme, and improve your sites navigation.”
“你將學(xué)會(huì)如何建站，如何設(shè)計(jì)網(wǎng)頁(yè)以加快它的下載速度，如何選取恰當(dāng)?shù)念伾?，如何改進(jìn)網(wǎng)站的導(dǎo)航系統(tǒng)從而方便用戶(hù)訪問(wèn)?！?/P>

Use this,
看看能不能把上面的文章?lián)Q個(gè)寫(xiě)法，具體如下：

You will learn:
·How to create your own web site
·Design pages that load faster
·Pick the right color scheme
·And improve your sites navigation.”
你將學(xué)會(huì)下面的知識(shí)：
·如何建站
·如何設(shè)計(jì)網(wǎng)頁(yè)以加快它的下載速度
·如何選取恰當(dāng)?shù)念伾?BR>·如何改進(jìn)網(wǎng)站的導(dǎo)航系統(tǒng)從而方便用戶(hù)訪問(wèn)

Use Subheadings through out the page.
還有一點(diǎn)，學(xué)會(huì)在頁(yè)面中使用副標(biāo)題。

As you go through your pages pick out the important points and put them in heading tags. Heading 2 and 3 work the best but the heading 1 tag will also work.
當(dāng)你瀏覽網(wǎng)頁(yè)時(shí)，需要將重點(diǎn)挑選出來(lái)，并將它們寫(xiě)在標(biāo)題標(biāo)簽內(nèi)。“標(biāo)題2”和“標(biāo)題3”的效果最好，但是“標(biāo)題1”標(biāo)簽的效果也會(huì)相當(dāng)不錯(cuò)。

This will break the page up for the reader and they will be able to get the information they want simply by scanning your pages.
這樣做會(huì)可以給整個(gè)頁(yè)面的信息分出層次，以幫助閱讀者在簡(jiǎn)單地瀏覽頁(yè)面之后快速地獲取所需信息。

3. Be Objective
必須要客觀公正

Far to many web sites are “me” oriented. In other words your site is about making money for you and you want your visitor to stay at your site and buy from you.
大多數(shù)網(wǎng)站都是以“自我”為導(dǎo)向的。換句話說(shuō)，你的網(wǎng)站是為你牟利的；你希望你的訪問(wèn)者能夠在你的站點(diǎn)上消費(fèi)。

So what do you do?
那么，為了實(shí)現(xiàn)上述目的，你應(yīng)該做些什么呢？

You force them to stay at your site even if they are not interested in your product or service any longer.
難道是：即使用戶(hù)不再對(duì)你的產(chǎn)品或服務(wù)感興趣了，也要強(qiáng)迫他們停留在你的網(wǎng)站上嗎？

Doing this only serves to damage your reputation and cause visitors to leave with a bad taste in their mouth.
如果按照上述做法，那么帶來(lái)的后果僅僅是破壞你自己的聲譽(yù)；并且當(dāng)訪問(wèn)者離開(kāi)你的網(wǎng)站時(shí)，他們會(huì)感到非常氣憤。

Being objective means putting links to other related sites through out your web pages and allowing the visitor the free will to either stay at your site or leave and find the information they are looking for somewhere else.
這里要提到的“客觀公正”指的是：在你的網(wǎng)站上放上與你網(wǎng)站內(nèi)容相關(guān)的鏈接，讓訪問(wèn)者做出自由的選擇：是繼續(xù)留在你的網(wǎng)站上，還是去別的站點(diǎn)上尋找信息。

In the end this is not a bad thing because you, as the site owner, can direct them to the sites you want them to go to.
我要告訴你的是：這對(duì)于你——網(wǎng)站的所有者來(lái)說(shuō)，并不是一件壞事；因?yàn)槟憧梢詾樵L問(wèn)者指明確切的方向。

However, seeding your pages with a bunch of recommendations to other sales sites is not the smartest way to do this.
然而，在別的商業(yè)網(wǎng)站上放上一大堆關(guān)于你的網(wǎng)站的推介信息并不是明智之舉。

Offer them free information along with sites that you receive compensation from as well.
最好的結(jié)果是：你為訪問(wèn)者提供免費(fèi)的信息，而你自己也可以從網(wǎng)站中獲取收益。

This way you are being objective and offering your visitor valuable information they can use at the same time.
上述方式將體現(xiàn)你的客觀公正性。并且，你可以提供給訪問(wèn)者能夠同時(shí)使用的具有價(jià)值的信息。

In Conclusion
總結(jié)

Take a few days and walk through your web site and find the long paragraphs and make them more concise.
花上幾天工夫看看自己的網(wǎng)站內(nèi)容，把長(zhǎng)篇大論好好地“精簡(jiǎn)”一下。

Bold important text, create subheadings for extremely important points and create more bullet lists where needed.
學(xué)會(huì)在需要時(shí)標(biāo)注文本內(nèi)容，為重點(diǎn)內(nèi)容設(shè)立二級(jí)標(biāo)題；學(xué)會(huì)創(chuàng)建包含重點(diǎn)信息的列表。

Finally, add more out bound links to your information and show them you are objective and care about their needs.
最后，加上一些與你信息相仿的鏈接。告訴你的訪問(wèn)者，你是客觀公正的，你無(wú)時(shí)不刻不在考慮他們真正的需求。

Internet users are getting tired of the hype and they are speaking out with their browser’s back button.
網(wǎng)絡(luò)用戶(hù)最反感的就是長(zhǎng)篇大論的網(wǎng)絡(luò)廣告，他們會(huì)以“溜之大吉”的態(tài)度對(duì)抗它。

By taking the time to make these changes you will improve your sites usability and your visitors will thank you for it by doing business with you.
花點(diǎn)時(shí)間，好好按照上面說(shuō)的把你的網(wǎng)站改進(jìn)一下。我相信，網(wǎng)站的可用性一定會(huì)大大提升；同時(shí)，你的訪問(wèn)者也會(huì)非常感激你，并且會(huì)很愿意與你進(jìn)行商務(wù)往來(lái)。