月度归档:2018年04月

7 Dicas Essenciais da página inicial para garantir que seu sitio converta tráfego em vendas

Toda empresa rutcamps.com este momento tem 1 site. Mas o seu site foi atraente? Ele alcança sua base por clientes em potencial e converte tráfego em vendas?

Bem, deveria… Em média, você tem aproximadamente 7 segundos para transmitir sua mensagem previamente que este usuário fim abandone seu website em um dos sites por seus concorrentes. Nós criamos simples diretrizes para o que deveria e, muito mais importante, não devem ser exibidas em sua página inicial, para que o visitante possa converter o tráfego normal em receita.

1) Crie uma mensagem poderosa na página inicial. A mensagem da sua página inicial deverá uma declaração direcionada, orientada para estes benefícios, que descreve este que o visitante pode realizar para o cliente em potencial. Para elaborar adequadamente uma página inicial intrigante mensagem, o visitante precisará identificar o benefício inerente à sua base de clientes em potencial. Ninguém deseja ouvir que você é “o melhor”; os clientes querem perceber por de que seu resultado / serviço é diferente e este que isso significa para eles. De forma mais simples, os clientes perguntam: “O que o visitante pode fazer por mim”? Responda-os.

2) Concentre-se na clareza. De momento, com tantas pessoas pesquisando produtos e serviços on-line, sua página inicial deve identificar claramente quem você é, este que você oferece, seus principais pontos positivos competitivos, e seu post de apoio, tudo em uma interface de usuário limpa e fácil por navegar. Use gráficos e imagens para ajudar a ilustrar qual serviço ou produto o visitante fornece e como eles beneficiam cliente. No entanto, a página inicial deve ser uma zona “sem penugem”. Uma boa regra geral para a página inicial é “menos é mais”. Tornar mais fácil para o usuário entender o que você faz. Muito palavreado, imagens e gráficos só irá confundir o usuário. Espaço em branco, bom. Desordem, ruim!

3) Tornar eficaz o uso de “mensagens secundárias”. Após de retratar a recado da sua página inicial, você precisará incorporar “mensagens secundárias” na página inicial. Isso inclui quaisquer mensagens adicionais que serão usadas para ajudar a esclarecer e direcionar os pontos feitos na mensagem principal. As mensagens secundárias também igualmente similarmente identicamente conjuntamente devem incitar o usuário a realizar determinadas etapas, ou seja, deve ser uma frase de chamariz. Essas chamadas à proceder podem direcionar o usuário a enviar um e-mail à companhia para conseguir informações adicionais, telefonar para o representante de vendas, fazer o download de um white paper, ler uma história de sucesso recente etc. A mensagem secundária mudará de companhia para empresa (não foi afirmando este óbvio’). Um bom profissional de marketing saberá como escolher uma mensagem secundária penetrante.

4) Integre imagens e / ou “flash” para enfatizar sua mensagem principal. Imagens e animações em flash são partes importantes da sua página inicial. Para ajudar a ilustrar estes principais pontos fortes competitivos da sua empresa, as duas estratégias auxiliam os clientes a visualizar como o visitante pode atender às as suas necessidades e exigências. A maioria das vizinhos é orientada visualmente, logo suas imagens / flash transmitem e enfatizam quase de imediato sua recado. Seja coerente com o que o visitante está dizendo a seus potenciais clientes em potencial. Alinhe sua própria mensagem com suas estratégias visuais. Imagens e flash também são ótimas maneiras de eliminar a desordem; Ao adicionar um componente visual ao seu site, você permanecequeda aliviando a necessidade de um post de referência adicional.

5) Dirija para uma chamada específica à ação. O visitante já ouviu um pouco sobre os apelos à ação, mas é uma estratégia tão importante de que também dedicamos uma seção específica a ela. A não conversão de potenciais clientes em linha em leads de vendas é atribuída principalmente a homepages de que não têm chamadas por ação primárias e secundárias na página inicial. Uma frase de chamariz pode vir a ser tão simples quanto um link que diz: “Entre em contato para mais informações” ou “Fale mais sobre suas urgências e agendaremos uma teleconferência. ” As estatísticas comprovaram que, se você puder orientar os usuários da Web ao longo do sua processo de vendas, você converterá mais deles em clientes.

6) Conheça o seu público e conheça o público no seu público. OK, então talvez você não saiba quem é Carl Jung, mas é bem provável de que você tenha tomado ou logo faça um teste de personalidade em Myers-Briggs. A maioria de pessoas pode afirmar claramente se um introvertido ou extrovertido; seu site deve atender a esses e outros tipos de personalidade. Desenvolva seu website não apenas para um público que exija este que você pode propor, mas também igualmente similarmente identicamente conjuntamente para personalidades diferentes dentro desse público. Algumas vizinhos preferem pegar o telefone para conseguir mais informações sobre seus produtos ou serviços. Quaisquer podem preferir enviar por e-mail em vez por. Outros podem querer agendar uma reunião. Seu website deve atender ao maior número permitido desses estilos de personalidade, caso contrário, você perderá conversões. Tornar mais fácil para o usuário da web para entrar em contato com o visitante… usando este método que escolherem.

7) Torne sua própria página inicial fácil do navegar. O visitante deve expor seu site com opções e botões fáceis do navegar. Se você é especialmente uma empresa baseada em serviços, insira um “XYZ”… Guia Serviços na barra de navegação superior. Se vocês vender mais do um serviço e ativar um menu suspenso mostrando opções para seus clientes. Permitir que eles selecionem a página que anbicionam pesquisar, sem precisar clicar primeiro para descobrir mais (um enorme não-não! ). Outra estratégia é usar barras laterais para facilitar os usuários a navegar enquanto lêem seu conteúdo. Você também precisará garantir que sua página inicial use 1 interlinking estratégia, de modo que, se os usuários da web apertar este botão errado, eles podem facilmente voltar à pista e encontrar as informações que procuram.

The Bottom Line Tornar mais fácil para um cliente em potencial descobrir muito mais sobre seus produtos e / ou serviços. Crie uma página inicial que elimine a adivinhação, orientando os utilizadores da Web durante o processo, desde compreender a mensagem para agir. As estatísticas mostram que quanto mais cliques é preciso para que os clientes em potencial encontrem este que procuram, maior será a taxa na qual eles desabitar o sitio. Essas diretrizes não somente criarão uma experiência do site muito mais satisfatória para o usuário final, porém também converterão parte desse tráfego da Web do rolagem em leads de vendas genuínos. E tais como todos sabemos, quanto muito mais leads por vendas, ainda mais $$$. Dê ao seu site a atenção tão necessária que ele merece. Seu website deve ser a ferramenta do marketing muito mais eficaz da sua companhia.

Twitter联合创始人谈机会创造、企业文化及如何做CEO


原文发表在哈佛商业周刊上,可算是Twitter没有大学文凭的联合创始人Biz Stone的个人史。里面除了回顾他个人的职业生涯以外,也讲述了Twitter的创建史,里面有些有趣的轶事。他还谈到许多有价值的观点和建议,比方说,机会不是等来的而是创造出来的。此外,他还谈了CEO方面的事情,言语间对Twitter过于频繁更换CEO表达了不满,同时也分享了他认为的最好CEO最重要的经验。

机会是创造出来的

我在一个非常富裕的镇上长大,但我年轻时父母就离婚了。我们很穷,我爸也不怎么管我。很多我认得的小孩玩少棒联盟、打Pop Warner橄榄球时我却不能—8岁的时候,我就得修剪草坪,得想办法去赚钱了。

等到我读高中时,很明显的一点是,如果你进了一支球队,你就自动有了更多融入周围的机会。我是天生的运动员,但却从未玩过有组织的运动;我试过篮球、棒球、橄榄球,却无一擅长。我们学校没有男子曲棍球队,于是我就想,既然别人也不懂玩曲棍球,那每个人的水平跟我应该是一样的。于是我说服学校,只要我找到教练和足够的人加入就组建一支球队。我做到了。最后我曲棍球玩得很好,还成为了队长。

这是非常有价值的经验,一样可以用到商业上。有人认为机会就是像字典定义那样的—一系列令某事成为可能的情况,并且认为机会可以有机地到来。你“认出机会”或者等着“机会来敲门”。

我不这么看。我认为你得成为情况的建构师—机会是你创造出来的,不是等来的。回顾我这头40年人生时,我发现的其中一个模式是我不断地创造出来机会而不是等待机会出现。在我职业生涯早期如此,在我和朋友创办了Twitter时如此,现在做创业公司时亦是如此。创业真的就是去创造你自己的机会。对于初创企业来说尤为如此。你只需宣布自己为CEO然后就开始填写计划。

我的第一份全职工作就是一个创造机会的极端例子。我拿到了奖学金就读于麻省大学,但实际上自己并不喜欢。我在小布朗出版社(Little, Brown)有一份兼职工作,他们办公室要搬家,我给他们搬箱子。然后我了解到那里有些人设计封面书套。与此同时,他们刚刚从X-ACTO美工刀与纸转向了Mac电脑。正好我有个朋友有Mac机,所以我用Photoshop和Quark已经有几年了。

有一天,就我一个人在办公室,我发现了一张传达表,上面安排要给一本书设计一个封面书套,我很快就用电脑设计了一个。然后把它放在一堆提交作品里面谁也没有告诉。几天后,艺术总监开始问是谁设计了那个封面,因为编辑和销售团队一致把它选为了最佳。他惊奇地发现这居然是一个搬箱子的男孩干的。在了解到我知道如何设计软件后,他给了我一份全职工作。我想,既然大家读书就是为了找一份像这样的工作,那我何必再读书呢?于是我放弃了大学,接受那份工作并把它当作学徒制。总监成为了我的良师益友,我学到了许多设计和创意。

树立文化,平滑过渡

最终我还是离开了小布朗,创立了我自己的设计室,很快我就发现零散的书套设计工作不足以让我忙起来。那是在1990年代末,web刚开始流行起来,所以有人让我去设计网站时,我学会了很多。接下来的几年我又学会了更多。我搬到了纽约跟人一起创办了一家早期的社交网络初创企业,但是我不喜欢那里的文化演进方式,于是又回到了波士顿。

2003年,Google宣布收购早期的博客网站Blogger,我一直都在看创始人Evan Williams写的博客,然后写信告诉他说我觉得我们应该一起工作。Evan安排让Google雇我。我跑到加州,以为自己已经拿到这份工作了,结果等到的却是Google对我一整天的面试。那里跟我谈过话的人里面没有一个人想过要招一个没有大学文凭的家伙,因为Google招进来的往往都是有计算机科学硕士学位的人。但Evan说服了那帮人。我喜欢跟着Evan在Google工作,Google上市后,我的股票期权变得非常有价值。如果我继续留下来的话将会成为百万富翁,这对于一个靠救济长大的还在来说是很大的一笔钱了。但Evan离开Google去创办新公司了,我选择了跟随他。

Evan的新公司叫做Odeo。我们想做的是一种早期形式的播客。不能说它彻底失败了,但的确没有成功,部分是由于苹果随着iPod的流行而大举进入播客。到2006年初,情况已经很清楚,我们的业务模式不起作用。于是Evan叫每个人挑一个伙伴,用2周的时间想出新产品的创意。

在公司里面,我最好的朋友是Jack Dorsey,选伙伴跟上体育课有点类似—我知道我会选择他。Jack当时在用AOL Instant Messenger,这个东西用户离线的话可以发送状态更新—比方说“我去吃饭了。”Jack说:“也许我们可以把短状态更新变成一个东西。”

一开始我们就把焦点集中在手机端,手机端的特点是状态靠短信提供。我们相处了一个原型,2周后把它展示给了团队其他成员。这并没有引起他们的兴趣,但Evans建议我们继续做下去,我们做了,这个东西一点点地得到改善。为了给它起名字,我们找了一帮同事吧建议写在废纸上。其中一个建议叫Twitter,我旗帜鲜明地拥护了这一建议。后来,我画的那只鸟就成为了网站的logo。我还想出产品的一些关键属术语,比如“follow(关注)”某人。(原本的计划是做个“Listen(收听)”按钮)我和Jack共享Twitter技术的专利。从小我就一直希望成为发明家,因此我对这一专利感到非常自豪。

Twitter的其他人要么是程序员,要么是计算机研究生。我不是,所以我必须创造自己做贡献的机会。我是设计师。我的工作是把人性引入技术。我聚焦于产品提出改进建议。我还帮助塑造我们的故事展示给外界。一开始大家关注的是我们有多少用户—工程师尤其关心数字。我说服每个人在被问到数字时要这么回答“数字不重要,”而且我们应该让品牌的名字更响亮。很早的时候一位Google的朋友问我:“你希望5年后Twitter是什么样子的?”我努力让大家聚焦到这个问题上。

我也把树立公司文化当作我的工作。无论你喜不喜欢,文化都会形成,如果你重视的话,你就能塑造出令公司更强大的东西来。我树立企业文化的手段之一是每天在公司网站写东西。我希望展示我们的人性和脆弱性,应该有更多的公司和领袖信奉这些东西。早期我们的网站经常会宕机,我试图让这件事透明化:“网站宕了。情况就是这样。我只能说下次我们不会再以这种方式宕机。”

我担任的另一个角色牵涉到Twitter的公共政策立场。我强烈认同言论自由,认为我们不应该仅仅因为对内容感到不快就把它删除。我们只有出于少数理由—主要是法律方面的原因才能删除内容。我还坚定认为Twitter对政治依然是保持中立的。

我从来不想当Twitter的CEO,也从来没担任过这一角色。我总是把自己当做配角。我不渴望权力—我钦佩我那些担任这一角色的朋友,我只是希望能辅佐他们。当公司做出管理层变动是这一点尤为重要—我感觉到让过渡平滑完成是我的工作。Jack Dorsey是我们的第一位CEO,但后来董事会希望让更有经验的人担任这个角色,于是Evans就接任了。有人希望Jack马上就走人,但我支持他继续留在公司,以便进行更加优雅的过渡。

后来Evans和我请了Dick Costolo担任COO。他是一位伟大的产品人,一位睿智的思想家,也很搞笑—我们喜欢跟他一起玩。董事会决定用Dick替换Evans做CEO时,我促请董事们给Evans一个新角色,留住他,他们最终照做了。每次我们进行CEO过渡时,我都努力让员工把注意力从上一位领导转移到新领导身上,鼓励每个人思考什么对公司才是最好的,而不仅仅是对里面的人。

董事会频繁解雇CEO的倾向很不幸。现实情况是这是他们唯一的手段。他们不会让公司产品更好。他们不能提高任何关键指标。所以如果情况不好,他们就换领导。现在我进了董事会了,我试着要抵抗这种冲动。我常常说,“不,我们不要炒CEO,我们来帮助他吧。让我们找出他的不足在哪里,然后让他更强大。”即便更换CEO是必要的,往往也是可以处理得体得多的。

连接全球知识

我新开了一家公司叫Jelly Industries,它的诞生几乎纯属偶然。我喜欢边走边谈,经常会安排跟一些聪明有趣的人散步。2012年的时候我跟在Twitter的同事Ben Finkel一起去散步。我们开始讨论搜索引擎的工作机制,然后谈到如果要开发一个新的引擎的话应该怎么做。我记得Google负责搜索的副总裁曾说过:尽管现在互联网上面已经有海量的信息,但是大部分的知识依旧被禁锢在人的脑子里。那么怎样才能搭建一个能挖掘到那些知识的搜索引擎呢?

我们紧张地开发了一个app,它可以把所有人的各种社交网络汇聚成一个,然后让他们可以去问问题。我们把它叫做Jelly,这个名字来源于水母的去中心化神经网络。我们的想法是大家希望相互帮助,所以喜欢回答问题。App做得不错,但还不够好。哪怕我们已经做了4年,它所取得的成功也只能算是不愠不火。我希望做一个有更大影响的东西。

2014年,我们制作了一款新的app叫Super(最高级的简称)。这是我们团队试图从Jelly寻找亮点的结果。它向用户提供带感情色彩的提示—“最好的……”或者“最差的……”或者“我喜欢……”,然后让他们完成句子。这让大家能够表达在其他平台上无法分享的想法。这是一场混搭文化的狂欢,让大家可以发表带感情色彩有表现力的东西。

在Jelly我第一次当上了CEO。在目睹了过去其他CEO行得通和行不通的做法后,我知道了缺乏沟通往往是初创企业失败的原因。我们公司现在只有7个人,大家都在一个屋子里办公,所以很容易可以假设我们是有共识的。但实际上并没有,我得做工作才能确保大家达成共识,即便我已经把50%的时间花在了沟通上。

对于董事会来说也是如此。如果董事听不到你的意见,他们就会假定你做得不好。如果你告诉董事会,“我们做得不好,”至少他们会认为,好,他知道了—他知道自己做的不好了。我每周都给董事会写一封邮件。每一封用户邮件我都回。我不断沟通,因为我已经知道,这是CEO最重要的工作

本文编译自:hbr.org

《代号47》发剧场版预告片


  时光网讯 动作片《代号47》今天发布剧场版预告片,这款预告片时长191秒,比第一款预告片的145秒还要长得多,在内容上也是给足了猛料。除了继续展示主人公杀手47(鲁伯特·弗兰德饰)的绝顶杀人技巧,同时还突出了女杀手凯蒂亚(汉娜·韦尔饰)的戏份。《代号47》将于2015年8月28日北美暑期上映,并有望引进中国内地。
  剧场版预告片中,强调了凯蒂亚的戏份,同时还展现了她超凡的逃脱身手和敏锐的第六感。47和凯蒂亚在片中亦师亦友,47时常担任杀手导师的角色。凯蒂亚也在行动中屡屡支援47,两人合力的效果令人震撼。
  影片故事讲述1964年一所罗马尼亚研究所诞生的基因改造克隆人编号47的杀手故事。47的基因来自于世界上四大犯罪组织之首Lee Hong、Pablo Ochoa、Frantz Fuchs、Arkadij Jegorov以及其创造者科学家Otto Wolfgang Ort-Meyer。47儿时与其余约50名第四系列克隆人一同由研究所工作人员所抚养,接受枪械、搏击及刺杀训练,30岁时发现研究所的一个保安漏洞后逃脱,不久受雇于提供刺杀与佣兵服务的秘密组织国际契约情报局并迅速成为情报局内效能最高的杀手。
  47性格内向,沉默寡言,几乎从不在言语间流露情感,只有西西里神父维托里奥(游戏《杀手2:沉默刺客》里的角色)及其情报局联络人戴安娜·伯伍德有较多交流。接受合约后47将严格执行并完成刺杀目标的任务,也会铲除任何危及任务及得悉其身份的人士,即使是无辜者也不例外。他的最新目标是一名正在试图逃脱强大的神秘力量的年轻女性,这次任务将泄漏关于他和他猎物的惊人秘密,他们将追溯自己的过去。

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传苹果正在开发自家的触摸显示集成技术,未来iPhone将取消Home键


据台湾IC设计界的消息来源透露,苹果内部正在研发触摸与显示驱动集成(TDDI)单芯片解决方案用于未来的iPhone,消息还称苹果将会把指纹传感器也集成进屏幕里面。有了这些集成技术的支持,未来的iPhone将采用超薄超窄屏幕的全屏幕设计,也就是说Home键将被取消。

苹果是少数几家保留物理键的智能手机厂商之一,但最近几年有关它要取消Home键的小道消息一直不绝于耳,DigiTimes的消息是最新的一个。尽管Appleinsider评价认为这个媒体在预测苹果产品未来计划方面成绩糟糕,但的确也时不时有过准确的预报。而苹果对将指纹传感器嵌入屏幕的技术确实也一直抱有兴趣,这从苹果对相关技术的收购和专利申请中可见一斑。2012年,苹果收购了传感器技术公司AuthenTec,并在随后推出了Touch ID。目前将指纹传感器嵌入Home键的做法只有苹果iPhone、iPad才有。

苹果此前已经自己设计了CPU等其他部件,随着苹果扩大零部件的自给自足,鉴于其产品在全球的销量规模,整个半导体业界都将受到显著影响。如该消息属实,可以预期,业内的并购事件将会增多。

不过,考虑到技术实现的难度和走向商用需要时间,近期内苹果推出这样设计的可能性很低。预计今年晚些时候推出的“iPhone 6s”在外观估计跟iPhone 6系列相差不大,关键更新也许是增加了Force Touch功能

本文参考了多个信息来源:digitimes.comappleinsider.com

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三星又投资了一家 VR 初创公司

FOVE VR headset
虽说三星跟 Oculus VR 关系紧密,但这并不代表说,关于 VR 这件事情,他们会选择把「鸡蛋」都放在一个篮子里。早些时候,其对一家名为 Fove 的初创公司进行了投资,至于金额,暂时还没有对外公布。之前 Fove 曾为一款能根据配戴者目光来调节焦点的 VR 头戴设备做过募资,考虑到这一点,三星肯花钱也就没什么意外了。不管怎么说,我们现在可以确定的一点是,韩国巨头在 VR 领域可绝非玩玩而已呢。
 

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三星又投资了一家 VR 初创公司

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