网上购物的盛世危机

Ihe Struggle to Convert Web Browsers Into Buyers

在过去的两年里．网络零售商虽然增加了市场营销方面的预算．但并没有看到网站访客转化为顾客的比率有任何增长．依旧明显偏低。就顾客低转化率问题．新近展开了两项研究．并得出了相似的结论：在很大程度上．网络营销者并不了解其目标客户的消费偏好。另一研究结果则表明营销者过度依赖网络计量工具也难逃其咎。

In the last two years,Web retailers have increased marketing budgets without seeing any increase in their strikingly low sales-conversion rates, Two recent studies explore the problem and come to similar conclusions：online marketers are largely unaware of their customers＇ preferences. One of the studies also suggests an overreliance on Web metrics is to blame.