谷歌竞价推广业务员必知的网站易用性提升技巧
作为一名数字营销人员，我们需要不断优化网站设计，使其更具吸引力、更易理解，从而提升转化率。然而，在网页设计中，我们常常忽视了一个关键概念：打造"一看就懂的网站"。
As a digital marketer, we need to continuously optimize website design to make it more attractive and easier to understand, thereby improving conversion rates. However, in web design, we often overlook a key concept: creating a "website that's instantly understandable".
这样的网站能提供良好的用户体验(UX)，让访问者更容易从内容中获取价值，使产品更令人难忘。可以说，用户体验是营销成功的关键因素，对搜索引擎优化(SEO)也有显著帮助。
Such websites provide excellent user experience (UX), making it easier for visitors to extract value from the content and making products more memorable. It can be said that user experience is a key factor in marketing success and significantly benefits search engine optimization (SEO).
那么，什么是"一看就懂的网站"？它是指网站的产品、服务和内容都易于使用，普通用户无需指导就能轻松达到目的。当用户首次访问时，网站应该立即传达出：这是什么网站、提供什么服务。
So what is an "instantly understandable website"? It refers to a website where products, services, and content are all easy to use, allowing average users to achieve their goals without guidance. When users first visit, the website should immediately communicate: what this website is and what services it provides.
网站还需要有效引导用户找到他们需要的信息，或引导至您希望他们看到的内容。这就是为什么越简单的网站，其转化率往往高于复杂设计的网站。
The website also needs to effectively guide users to find the information they need or direct them to content you want them to see. This is why simpler websites often have higher conversion rates than complex ones.
提升转化率的易用性准则：
Usability guidelines for improving conversion rates:
1. 避免让用户思考下一步该怎么做 - 这会阻碍购买意愿
1. Avoid making users think about what to do next - this hinders purchase intent
2. 使用简单明了的语言，避免专业术语
2. Use simple, clear language and avoid jargon
3. 设计清晰的导航路径
3. Design clear navigation paths
4. 确保关键信息一目了然
4. Ensure key information is immediately visible
记住：用户不会花费精力理解复杂网站，他们需要简单明了的信息。作为谷歌竞价推广业务员，您的目标不仅是让客户理解网站，更要提供清晰的购买路径。
Remember: users won't spend effort understanding complex websites, they need simple, clear information. As a Google Ads specialist, your goal isn't just to help customers understand the website, but to provide a clear path to purchase.
