 Trong ky nguyen thuong mai dien tu, su sinh ton cua ban phu thuoc rat lon vao viec trang web ma ban thiet lap ra co hieu qua va thu hut duoc nhieu khach hang hay khong. Cong viec nay nghe qua co ve de dang nhung khi thuc hien lai kha kho khan. Rat co the trang web dang gay cho khach hang mot so kho chiu nao do ma ban khong he hay biet. Vay ban phai lam nhung gi de thay doi dieu nay?
Cung voi thoi gian, cac khach hang truc tuyen dang ngay mot tro nen kho tinh hon, ho yeu cau nhieu hon va muc do “khoan dung” cung it hon khi ghe tham cac trang web thuong mai dien tu tren Internet. Mot cuoc dieu tra ve cac khach hang truc tuyen cua hang nghien cuu thuong mai dien tu Hostway cho thay hon 70% khach hang noi rang nhung kho chiu lon nhat cua ho do la khong the mua hang tu mot trang web sau khi click chuot vao mot quang cao pop-up; nhung trang web dang nhap kieu “dang ky de biet them thong tin (register for more information) can tro nguoi dung tiep can noi dung; hay cac yeu cau cai dat phan mem de co the xem duoc trang web. Nhung dieu kho chiu khac do la: duong link khong hoat dong, cau truc web phuc tap, toc do duyet cham, nhung cong cu tim kiem thong tin trong website khong hieu qua, bo cuc trinh bay va thong tin ngheo nan. Andre Stecki, thanh vien sang lap kiem CEO cua hang GoApply.com. tru so tai Aliso Viejo, California , da phai rat kho khan moi co the giup trang web cua ong bot gay cho khach hang nhung dieu kho chiu. GoApply.com hien la mot cong ty cung cap dich tai chinh va cam co truc tuyen voi doanh thu tren 35 trieu USD/nam. Trong qua khu, nhung khach hang nao muon co mot khoan vay tu GoApply.com deu phai dien vao mot ban dang ky dai “trang giang dai hai” voi vai chuc cau hoi. “Chung toi da tien hanh nhieu cuoc thu nghiem khac nhau de tim ra tat ca nhung diem khien khach hang kho chiu trong ban dang ky, va chung toi da quyet dinh so luong cau hoi tu 16 den 18 cau la thich hop nhat”, Stecki cho biet, “Cam on Bang dang ky voi so luong cau hoi it hon, ngay cang nhieu khach hang da su dung dich vu cua chung toi trong nam vua qua”. Ngay nay, nhieu cong ty dang cai tien va nang cap cac trang web cua minh. Tiffany Shlain, thanh vien sang lap hang The Webby Awards, San Francisco, My, cho biet: “Truoc day, muc tieu cua cac trang web chi la lam sao co duoc cac khach ghe tham. Con gio day, muc tieu la trang web phai cung cap cho khach hang cac thong tin, duong link va dich vu huu ich nham phuc vu khach hang mot cach hieu qua nhat. Shlain da dua ra mot so giai phap giup ban co duoc mot trong web hieu qua trong ky nguyen thuong mai dien tu day khoc liet: 1. Tranh nhung noi dung thong tin hay cac cong cu tien ich khong may lien quan khien viec toc do trang web cua ban bi cham di. De la duoc dieu nay, truoc tien ban can phat hoa so qua noi dung, cac muc chinh cua trang web, qua do xac dinh trang web cua ban can co nhung gi va hinh thuc ra sao. Vi du, mot trang web ve sach kinh doanh, ban can co nhung muc rieng cho nhung loai sach khac nhau nhu tiep thi, quan tri, tai chinh ke toan, luat, xuat nhap khau,… Va de gop phan toi uu hoa bo may tim kiem cung nhu toc do duyet, cac trang link tu trang chu chi nen co tu 350 den 550 tu. Khi noi dung cua mot trang qua dai, ban nen chia thanh nhieu trang khac nhau, tuy vay nen giu nguyen cach trinh bay (layout) ban dau. Co mot so bo may tim kiem thuong bo qua nhung trang vuot qua 100kb. Vi the ban can tim cach giam thieu dung luong cua trang web. 2. Dam bao thanh tim kiem va dinh huong web site duoc on dinh, xuat hien tai moi trang web con. Ban nen su dung cac cong cu huong dan de cho khach hang thay ho dang o dau va ho co the quay tro lai nhu the nao. Cac duong link cung can de dang kham pha. Ban hay tao ra cac duong link bang chu hay bieu tuong o tat ca cac trang con de moi nguoi co the xem lai hoac xem tiep ma khong phai su dung den nut “back” hay “forward” cua trinh duyet. Ban cung can nho la phai co nhung chu thay the tat ca cac do hoa va duong link lien ket trong trang cua ban. Day la nhung tu se xuat hien thay the do hoa khi tuy chon do hoa trong trinh duyet bi tat hoac khi nguoi ta nhan nut “stop” truoc luc trang duoc tai ve day du. 3. Dat mot duong link ro rang ngay tai trang chu de cung cap cho khach hang cac thong tin lien lac voi cong ty ban, bao gom so dien thoai, so fax, dia chi mail buu dieu va e-mail. 4. Cung cap nhung thong tin tong quan ve cong ty ban, nhung tin tuc trong nganh cong nghiep ban dang kinh doanh ngay tai trang chu cua website. Thuong xuyen xem xet va kiem tra lai trang web de dam bao rang moi thu duoc cap nhap va cac duong link luon hoat dong tot. Noi dung trang web cung rat quan trong: Ban can phai tim hieu cach thuc ma thi truong se tim kiem san pham cua ban. Can tim ra nhung gia thiet khac nhau, thu nghiem va dieu chinh sao cho hop ly. De trang web nam o top 10 trong ket qua tim kiem, ban can phai co su chuan bi ki cang va phuong phap ky thuat tot. Can quan tam den hai phuong dien: noi dung phai phu hop voi nguoi truy cap va bo tri nhu the nao de phu hop voi cac bo may tim kiem truc tuyen. Cuoi cung, sau khi kham pha trang web cua ban, khach hang can hieu ro duoc dau la nhung loi ich ma san pham va dich vu cua ban dem lai cung nhu cung cap cho khach hang phuong thuc dat hang thuan tien nhat. Lieu trang web ban da xay dung duoc uy tin doi voi khach hang truoc khi ban yeu cau ho dat hang chua? Trang web cua ban da tao cho khach hang su yeu thich va hung thu truoc khi ban moi ho dat hang chua? Ban da cung cap cho khach hang mot so cach dat hang thuan tien ca tren mang va ngoai mang chua? Lieu ban da huong dan khach xem cu the tung buoc mot khi duyet web chua? Hay tra loi nhung cau hoi tren va ban se co mot trang web hieu qua nhat dem lai loi nhuan ngay mot lon hon. Minh An bien dich Article source http://w4rum.com/261.t
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