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.

圖片與文本，哪項(xiàng)內(nèi)容更重要呢？如果擁有商業(yè)網(wǎng)站，你需要回答這個(gè)問(wèn)題，因?yàn)檫@關(guān)系到網(wǎng)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.

多年來(lái)，對(duì)于這個(gè)問(wèn)題的爭(zhēng)論很多，有些網(wǎng)站管理員通過(guò)研究系統(tǒng)記錄文件，進(jìn)行網(wǎng)上調(diào)查，總結(jié)出自己的觀點(diǎn)；而其他人則根據(jù)自己的偏好，權(quán)衡兩者的分量。

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，在斯坦福大學(xué)，poynter研究所的幫助下，我們對(duì)如何設(shè)計(jì)最有效的網(wǎng)站進(jìn)行了具體的研究。我們研究的主要問(wèn)題是網(wǎng)站訪(fǎng)問(wèn)者如何瀏覽網(wǎng)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.

有些人可能會(huì)改變固定觀念，有些可能會(huì)堅(jiān)持自己的觀點(diǎn)。四年的研究證明，網(wǎng)站用戶(hù)的瀏覽習(xí)慣與報(bào)紙、雜志讀者的閱讀習(xí)慣相反。

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.

當(dāng)我們?cè)诳Х鹊昊蛘叩罔F中閱讀報(bào)紙時(shí)，我們首先閱讀內(nèi)容提要，瀏覽標(biāo)題，圖片。我們會(huì)首先瀏覽圖片，然后閱讀我們感興趣的內(nèi)容。報(bào)紙編輯會(huì)根據(jù)我們的閱讀習(xí)慣，進(jìn)行內(nèi)容編輯。

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

很多人認(rèn)為網(wǎng)站設(shè)計(jì)也可以這樣，但事實(shí)卻相反。

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.

網(wǎng)上瀏覽并不是我們等公車(chē)時(shí)，舒適、隨意的瀏覽行為，而需要我們坐在椅子上，盯著顯示器。在瀏覽的同時(shí)，我們可能會(huì)受到電話(huà)、電子郵件或者隔壁同事的打擾。

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.

在網(wǎng)上，我們需要盡快獲取信息，會(huì)首先閱讀文字內(nèi)容 。研究發(fā)現(xiàn)，網(wǎng)站訪(fǎng)問(wèn)者首先閱讀文字內(nèi)容（92%的時(shí)間），其次閱讀摘要（82%的時(shí)間），最后瀏覽圖片。我們會(huì)瀏覽70%的網(wǎng)站文字內(nèi)容，然而我們只會(huì)瀏覽30%的報(bào)紙、雜志文字內(nèi)容。文字內(nèi)容瀏覽完畢后，22%的用戶(hù)會(huì)瀏覽網(wǎng)站圖片。

Banner ads and photographs attract more attention than artwork.

橫幅與照片更能吸引用戶(hù)注意力。

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.

奇怪的是，盡管22%的網(wǎng)站訪(fǎng)問(wèn)者會(huì)瀏覽圖片，但45%的用戶(hù)只利用1秒或者1秒半的時(shí)間。

Other miscellaneous findings from the study:

研究得出的其它結(jié)論：

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.體育新聞讀者比其它讀者閱讀的內(nèi)容要多。男性與女性體育新聞讀者數(shù)量大體相同，但11%的男性讀者會(huì)深入閱讀。

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

2.與二十幾歲、六十幾歲的讀者相比， 三十幾歲的讀者會(huì)閱讀更多本地新聞。

3. Females read more local content than males.

3.相對(duì)于男性讀者，女性讀者會(huì)越多更多本地新聞。

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

4. 相比于其他年齡段的瀏覽者，二十幾歲的瀏覽者會(huì)閱讀更多的科學(xué)、體育信息。

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

5.我們可以連續(xù)閱讀網(wǎng)上的內(nèi)容，也就是說(shuō)我們可以不斷轉(zhuǎn)換網(wǎng)站，直到找到自己感興趣的網(wǎng)站。

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

那么我們從這項(xiàng)研究中可以得到什么結(jié)論呢？

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.

首先，我們必須想到這項(xiàng)研究?jī)H僅是針對(duì)小部分經(jīng)常瀏覽網(wǎng)頁(yè)的美國(guó)人。至于其它國(guó)家的訪(fǎng)問(wèn)者、電子商務(wù)網(wǎng)站訪(fǎng)問(wèn)者會(huì)不會(huì)這樣，還有待研究。

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.

這項(xiàng)研究的批評(píng)者認(rèn)為，研究結(jié)果對(duì)于利用高速寬帶上網(wǎng)的用戶(hù)來(lái)說(shuō)，意義很小。然而，盡管現(xiàn)在很多寬帶用戶(hù)，但全世界仍然有很多利用電話(huà)撥號(hào)或者利用無(wú)線(xiàn)裝置上網(wǎng)的用戶(hù)。

That being said, the following conclusions seem logical:

也就是說(shuō)，下面的結(jié)論看上去合乎邏輯：

- 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，是吸引用戶(hù)的內(nèi)容。合理設(shè)計(jì)文本信息，便于訪(fǎng)問(wèn)者瀏覽。

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

運(yùn)用醒目的標(biāo)題與副標(biāo)題。請(qǐng)記?。?0%多的訪(fǎng)問(wèn)者只是匆匆瀏覽網(wǎng)站內(nèi)容。

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

盡管網(wǎng)站用戶(hù)很少點(diǎn)擊橫幅廣告，但一秒鐘的注視，絕對(duì)可以產(chǎn)生一種印象。

- 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.

一秒鐘的時(shí)間不允許訪(fǎng)問(wèn)者瀏覽橫幅廣告中的動(dòng)畫(huà)內(nèi)容，所以你最好把全部信息（包括logo）放入動(dòng)畫(huà)框架中。

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

圖片雖然也很重要，但需要節(jié)約使用。分散瀏覽者注意力的圖片以及動(dòng)畫(huà)圖像會(huì)產(chǎn)生相反的作用。

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