Andy's Blog

 看完下面的图，你就会明白Google是 靠什么积累了这么多的财富，此系统可谓相当的复杂，看的时候要要结合你平时的一些搜索习惯去理解这些，希望对你能有所帮助。

图示：

搜索者 绿色表示
Google 蓝色表示
广告 黄色表示
算法 灰色表示
AdWords用户 紫色表示
AdSense用户 粉色表示

今天用Google Chrome浏览器打开淘宝的主页: www.taobao.com, 出乎预料的事情发生了，chrome竟然提示说：
警告：访问此网站可能损害您的计算机！ 
位于 www.taobao.com 的网站包含来自 hz.mmstat.com 网站的元素，而该网站似乎包含恶意软件，可能损害您的电脑或在未经您同意之下擅自执行。只要访问包含恶意软件的网站，就可能会影响您的电脑。

不知道这件事情淘宝官方知道不知道，如果不知道的话，那我想他们很快就会知道的，因为这件事情会以流量剧减的形式体现出来。（原因是：从Chrome过来的流量几乎就为0了，当用户被告知存在恶意软件时，还有谁敢用啊。）真的希望淘宝官方能出来澄清一下，不管是真的存在恶意软件还是Chrome的一次技术性误报？我们拭目以待。
（这篇博客发出去后，用ie去淘宝看了一下，没有找到官方对于这件事情的任何解释，截止2009年7月24日10：20）

附图：

今天打开gmail收信，一条newegg.com.cn的促销广告吸引了我，“u盘文件修复金士顿1g只要29元”，

于是我便点击了这个广告，来到所谓的langing page，结果翻了个遍也没有找到广告里标的29元1g金士顿优盘，于是一气乎就把新蛋给关了。

继续看gmail里的信件，突然又冒出一条newegg的广告，这回不是优盘的广告，而是Thomson的促销信息，同样标题也挺吸引人的，我还是经不起诱惑，又点了，命运还是和刚才金士顿的一样，同样花费了时间和精力也没有找到广告里的价格。

哎，真的不知道新蛋中国，你的SEM团队在做什么？难道就仅仅是增加PV（pageview）给你们的老板们看吗？的确这样看上去很好看，就刚才两次点击我已经能够给newegg.com.cn贡献了13个pv，但我没有给他们贡献Conversion，不是我不想，而是他们不提供这个机会啊。

最后得出一个结论：新蛋中国对SEM团队考核时看重的是pageview，而不是conversion和用户的体验。真的很难想象一个不注重用户体验的电子商务公司能走多远？

      今天早上一打开vancl网站联盟的后台发现5月份的佣金已经发放了，于是就赶紧用工行的网银查了一下到账情况，   结果很激动，收到一笔342.75的汇款，

今天在http://www.getelastic.com上看到一篇名为“商品推销的可用性：更好的展示推荐商品”的博文，觉得很不错，就转了。原文链接：http://www.getelastic.com/display-product-recommendations/。

Have you noticed that, when showing cross-sells and upsells, many ecommerce sites hijack you off the page you’re looking at to view the suggested item, often with no way back to the other page without hitting “back?” Surely this is not the most usable way to suggest products and improve merchandising conversion rate.

Surely cross-sell usability is a factor in their effectiveness. But how can you show customers information about cross-sells without forcing them to abandon the page they’re viewing?

AJAX Hover

My favorite way to show cross-sells/upsells is to expose as much relevant product information pre-click. This can be achieved with an AJAX “hover” box. At the very least, you want to show the item’s title, price and stock availability. You could also show a brief description, delivery options, average customer rating or sales rank, or available colors. Barnes and Noble even allows a quick Add to Cart button:

But there’s potential to shove a lot more information into a hover box, like TheFind’s UpFront feature which even has tabs:

Quick View

Foot Locker gives customers the option of a “Quick View” preview:

You can select your product size, color etc and even add to cart without leaving the initial product page. The only tricky part is if you don’t click the right area of the thumbnail, you’ll get the full product page loading. This is a usability beef I have with Quick Look and Quick View features. However, if you do accidentally load the page, Foot Locker provides a recently viewed sidebar for quick return:

Comparison Matrix

When the suggested items are “upsells” (suggesting more expensive version of product from same product line) or “alternative products” (from the same category and similarly priced), it would be helpful to provide a checkbox comparison feature that whips up a product comparison matrix for the customer. I have yet to see this implemented in practice, but here’s a mockup of what it could look like:

This doesn’t make sense if you’re showing “cross-sells” of related products that you hope the customer will buy in addition to the product being viewed. You shouldn’t compare apples to watermelon to donuts.

Add Bundle to Cart

Amazon and Sears allow customers to add cross-sells to the cart as a bundle, with the option to remove suggested items they don’t want:

These are a few ways you can improve the usability of your cross-sells and upsells, and hopefully push their conversion North too.

Victoria’s Secret has a nice layout for cross-sells with the ability to add them to cart from the product page.

The problem is, unless you make all your selections before you hit any of the 3 “Add to Bag” buttons, you will be taken to the cart page without a link back to where you were. There are no clear instructions on how to make it work if you’re not sure.

Martin and Osa’s shop by outfit bundle configurator allows you to make your selections one by one without leaving the page, when you’re ready you click “Add to Bag.”

Carry Suggestions to Cart

Some customers will be conditioned to not click on related items for fear of losing their place on the page they’re viewing. Arden B shows the same cross-sells in the cart summary page:

Walmart shows the following recommendations at the bottom of the product details when viewing a baby stroller:

After you add the product to cart, your cart updates with an AJAX box (top right), and you stay on the product page, but “Customers Who Bought This Item Also Bought” moves to the top, and the product details move below. Smart.

Sears also does something similar, taking the customer to a landing page showing “bought this, bought that” items and category top sellers after an item is added to the cart: