贸易网站中图片重要照旧笔墨重要?

What's more important to your web site: pictures or text? If you have an ecommerce web site, you need the answer to that question. Your profits depend on it.

图片与文本，哪项内容更重要呢？假如拥有贸易网站，你必要答复这个题目，由于这相关到网站收益。

Over the years, we've heard a lot of opinions on this topic. Some webmasters formed opinions through studying log files and conducting online surveys. Others relied on personal preference.

多年来，对付这个题目的争论许多，有些网站打点员通过研究体系记录文件，举办网上观测，总结出本身的概念；而其他人则按照本身的偏好，衡量两者的分量。

However, thanks to Stanford University and the Poynter Institute, we now have some concrete research to use in our quest to design the most effective sites. The Stanford Poynter Project sheds light on how site visitors spend their time.

然而，在斯坦福大学，poynter研究所的辅佐下，我们对怎样计划最有用的网站举办了详细的研究。我们研究的首要题目是网站会见者怎样赏识网站。

Some will find the results surprizing. Others will have their opinions confirmed. The four-year study demonstrated that our online reading patterns are the precise opposite of our reading patterns when we read newspapers or magazines.

有些人也许会改变牢靠见识，有些也许会僵持本身的概念。四年的研究证明，网站用户的赏识风俗与报纸、杂志读者的阅读风俗相反。

When we read print newspapers, we read at the breakfast table, in the coffee shop or on the subway. We browse -- a headline here, a picture there. We look at the pictures first, then read the text if it interests us. People who layout print publications know this, and they design accordingly.

当我们在咖啡店可能地铁中阅读报纸时，我们起首阅读内容概要，赏识问题，图片。我们会起首赏识图片，然后阅读我们感乐趣的内容。报纸编辑会按照我们的阅读风俗，举办内容编辑。

Many concluded that the same patterns would apply on the web. But it's not so. We do the exact opposite.

许多人以为网站计划也可以这样，但究竟却相反。

Surfing isn't a casual activity that we do comfortably while waiting for the bus. It's something we do sitting in a chair staring at a monitor that isn't friendly to the eyes. Moreover, we're likely to be distracted by telephone calls, incoming email and co-workers in the next cubicle.

网上赏识并不是我们等公车时，舒服、随意的赏识举动，而必要我们坐在椅子上，盯着表现器。在赏识的同时，我们也许会受到电话、电子邮件可能隔邻同事的打搅。

Online, we need to get the information as quickly as possible. We head straight for the text. The study found that surfers look first at article text (92% of the time) and briefs (82% of the time), and thirdly at photos. We read 70% of the article, as compared to the 30% we're likely to read from a magazine or newspaper. Then, when we're finished with the text, about 22% of us glance at the web site's pictures.

在网上，我们必要尽快获守信息，会起首阅读笔墨内容 。研究发明，网站会见者起首阅读笔墨内容（92%的时刻），其次阅读择要（82%的时刻），最后赏识图片。我们会赏识70%的网站笔墨内容，然而我们只会赏识30%的报纸、杂志笔墨内容。笔墨内容赏识完毕后，22%的用户会赏识网站图片。

Banner ads and photographs attract more attention than artwork.

横幅与照片更能吸引用户留意力。

Oddly, the study also showed that although only 22% of site visitors glance at pictures, 45% check out banner ads for approximately one and one quarter second.

稀疏的是，尽量22%的网站会见者会赏识图片，但45%的用户只操作1秒可能1秒半的时刻。

Other miscellaneous findings from the study:

研究得出的其余结论：

1. Sports readers read more content than any other type of reader. Males and females read sports in equal numbers, but 11% of males read heavily compared to 0% of the females.

1.体育消息读者比其余读者阅读的内容要多。男性与女性体育消息读者数目概略沟通，但11%的男性读者会深入阅读。

2. Thirty-year olds read more local content than twenty year olds or sixty year olds.

2.与二十几岁、六十几岁的读者对比， 三十几岁的读者会阅读更多当地消息。

3. Females read more local content than males.

3.相对付男性读者，女性读者会越多更多当地消息。

4. Twenty-year olds read more science and sports than other age groups.

4. 对比于其他年数段的赏识者，二十几岁的赏识者会阅读更多的科学、体育信息。

5. When reading online, we read serially. That is, we jump back and forth among sites, returning to the ones that interest us.

5.我们可以持续阅读网上的内容，也就是说我们可以不绝转换网站，直到找到本身感乐趣的网站。

So what conclusions can we make from the Stanford Poyntner Project?

那么我们从这项研究中可以获得什么结论呢？

First, we must consider that these researchers studied the online behavior of a small group of Americans who routinely access news web sites. More research is needed to determine whether the results will generalize to international readers, or to users of ecommerce web sites.

起首，我们必需想到这项研究仅仅是针对小部门常常赏识网页的美国人。至于其余国度的会见者、电子商务网站会见者会不会这样，尚有待研究。

Critics of the research argue that the results are less significant when applied to people who are accessing the web with high bandwidth connections. However, although high bandwidth is making gains in North America, many people, both in North America and in other parts of the globe, are using dialup connections or are accessing the web with wireless devises.

这项研究的品评者以为，研究功效对付操作高速宽带上网的用户来说，意义很小。然而，尽量此刻许多宽带用户，但全天下如故有许多操作电话拨号可能操作无线装置上网的用户。

That being said, the following conclusions seem logical:

也就是说，下面的结论看上去合乎逻辑：

- Text is important. It's words that hold the attention. Give visitors the information they need, and present it well.

文本很重要，是吸引用户的内容。公道计划文本信息，便于会见者赏识。

- Use eye-catching headlines and sub-headlines. Remember, over 90% of your visitors glance here first.

运用精明的问题与副问题。请记着：90%多的会见者只是仓皇赏识网站内容。

- Although few click on the banner ads, the one-second glance will generate an impression that can help with branding.

尽量网站用户很少点击横幅告白，但一秒钟的凝望，绝对可以发生一种印象。

- One second doesn't allow time for visitors to view rotating animations in banner ads. It's better to put the full message, including your logo, in each frame of the animation.

一秒钟的时刻不应承会见者赏识横幅告白中的动画内容，以是你最好把所有信息（包罗logo）放入动画框架中。

- Pictures are still important, but use sparingly. Pictures and animations that distract the viewer from reading the text are counter-productive.

图片固然也很重要，但必要节省行使。分手赏识者留意力的图片以及动绘图像会发生相反的浸染。

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