評論
打印
Doesn't point to conversion matters as well, so on Hotmail, you click to sign up,
問題是轉化契機是不是很重要，比如在Hotmail上你點擊一下就能注冊了
but on a billboard you have to remember that the URL goes to the website,
但廣告打在廣告牌上的話你就必須記下網址
type it in, find the registration button, click register and sign up.
在瀏覽器中敲上去，找到并點擊注冊按鈕，才能完成注冊
Yes. Yes, anything you can do to move friction out of the flow.
是的，這些步驟能省則省
And going from an offline ad to an online ad removes huge amounts of frictions from the flow.
從線下廣告到線上廣告就可以省去很多麻煩
Obviously. Totally agree with that. One more at the back.
我完全同意這個觀點，再回答一個，后面的同學
Aren't frequency and conversion related?
頻率和轉化率有關聯嗎？
Aren't frequency and conversion rate related? Absolutely.
問題是頻率和轉化率有關聯嗎，當然
If you hit someone with the same promotion, I repeated that.
如果你用同樣的--嗯，我復述過問題了
Aren't frequency and conversion rate related?
頻率和轉化率有關聯嗎
If you hit someone with the same email over and over and over again.
如果你不斷給某人發同樣的郵件
All the same banner ads, this is one of the things that's fundamental about online marketing.
同樣的橫幅廣告，不厭其煩這是網絡營銷的基本原則之一
The same rules apply to every channel.
在任何領域都適用
If you hit someone with the same Facebook ad over, and over, and over, the more times you hit them with the same ad the less they'll click.
如果你給某人不斷發重復的Facebook廣告你發的次數越多他越不可能點
That's why we have creative exhaustion you have to rotate creatives on Facebook.
這就是創意枯竭帶來的負面效應在Facebook上，你必須滾動播放不同的廣告
Same with banner ads, same with news feed stories.
橫幅廣告和信息流也一樣
The fiftieth time you see the IQ story in your news feed, you are not gonna click on it.
如果你在信息流上第50次看到一個智力題你肯定不會點進去
If you haven't clicked on the 49 before, you're not gonna click on the 50th.
如果你前49次都沒點的話第50次肯定也不會
The same is absolutely true with these emails.
對于電子郵件也是一樣
So, if you send the same email over and over and over to people for an invite.
如果你不斷給別人通過郵件發送邀請鏈接
Or if you send the same little link at the bottom over and over and over to people for Hotmail.
或者不斷發送底部帶有Hotmail鏈接的郵件，客戶還是不買賬
Or I mean the PayPal one's different because people just signed up.
Paypal則不同，因為為了交易的順利進行，不得不注冊
But yes, you will get lower conversion rate.
因此，答案是肯定的，轉化率會降低
And the more you hit someone with the same message the less they convert.
你給某人發送的消息越多轉化率越低
Is fundamental across every online marketing channel, every online marketing channel, cool.
這是適用于任何網絡營銷的基本準則好了，就講到這兒
Second way, to look at virality, which I think is awesome, is by this guy Ed.
看待病毒營銷的另一種角度我認為很棒，這是Ed提出來的
