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Tham khảo tài liệu 'winning results with google adwords second edition_13', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 300 Winning Results with Google AdWords There was a form that you needed to fill out that didn t include District of Columbia as one of the available states or Canadian provinces or in some other way made it impossible for you to exist. The credit card security system didn t like the fact that you were traveling so your purchase was declined but there was no alternative means of purchasing. These and countless more issues are the worst kinds of problems because they deter even eager prospects from completing a transaction or forming a relationship with you. If there are serious barriers to people doing business with you they usually won t. As Amazon.com chief Jeff Bezos frequently stated on his way to becoming a billionaire We re trying to make it easy for people to buy. It helps to know what business you re in a degree of self-awareness Bezos always brought to his task. Gas stations I ve found generally don t make it hard for you to pump the stuff into your tank. Extending the analogy to your business since you re not Amazon.com you can t create 1-click ordering. You probably don t have the user s credit card already on file. You may be constrained in how much free shipping you can offer. You might not be able to create a site that is quite as smooth as Amazon s. But by making people really want to buy from you by persuading them mainly through the relevance of the offer to what they searched for and through the smoothness of the path with just the right touches of info-candy and brand image to seal the deal you reduce the need to be 100 perfect in your site architecture shopping cart or other elements of the sales process. Given the sorry state of so many websites today pure plumbing will lead to most of the significant increases in ROI. People will be far less likely to buy from you if your site is hard to use or literally broken. There are probably already people who want to do business with you. If you do nothing else at least don t put roadblocks in their .
