评论
打印
Doesn't point to conversion matters as well, so on Hotmail, you click to sign up,
问题是转化契机是不是很重要，比如在Hotmail上你点击一下就能注册了
but on a billboard you have to remember that the URL goes to the website,
但广告打在广告牌上的话你就必须记下网址
type it in, find the registration button, click register and sign up.
在浏览器中敲上去，找到并点击注册按钮，才能完成注册
Yes. Yes, anything you can do to move friction out of the flow.
是的，这些步骤能省则省
And going from an offline ad to an online ad removes huge amounts of frictions from the flow.
从线下广告到线上广告就可以省去很多麻烦
Obviously. Totally agree with that. One more at the back.
我完全同意这个观点，再回答一个，后面的同学
Aren't frequency and conversion related?
频率和转化率有关联吗？
Aren't frequency and conversion rate related? Absolutely.
问题是频率和转化率有关联吗，当然
If you hit someone with the same promotion, I repeated that.
如果你用同样的--嗯，我复述过问题了
Aren't frequency and conversion rate related?
频率和转化率有关联吗
If you hit someone with the same email over and over and over again.
如果你不断给某人发同样的邮件
All the same banner ads, this is one of the things that's fundamental about online marketing.
同样的横幅广告，不厌其烦这是网络营销的基本原则之一
The same rules apply to every channel.
在任何领域都适用
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.
如果你给某人不断发重复的Facebook广告你发的次数越多他越不可能点
That's why we have creative exhaustion you have to rotate creatives on Facebook.
这就是创意枯竭带来的负面效应在Facebook上，你必须滚动播放不同的广告
Same with banner ads, same with news feed stories.
横幅广告和信息流也一样
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次看到一个智力题你肯定不会点进去
If you haven't clicked on the 49 before, you're not gonna click on the 50th.
如果你前49次都没点的话第50次肯定也不会
The same is absolutely true with these emails.
对于电子邮件也是一样
So, if you send the same email over and over and over to people for an invite.
如果你不断给别人通过邮件发送邀请链接
Or if you send the same little link at the bottom over and over and over to people for Hotmail.
或者不断发送底部带有Hotmail链接的邮件，客户还是不买账
Or I mean the PayPal one's different because people just signed up.
Paypal则不同，因为为了交易的顺利进行，不得不注册
But yes, you will get lower conversion rate.
因此，答案是肯定的，转化率会降低
And the more you hit someone with the same message the less they convert.
你给某人发送的消息越多转化率越低
Is fundamental across every online marketing channel, every online marketing channel, cool.
这是适用于任何网络营销的基本准则好了，就讲到这儿
Second way, to look at virality, which I think is awesome, is by this guy Ed.
看待病毒营销的另一种角度我认为很棒，这是Ed提出来的
