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1、外文翻译原文Personalizede-CommerceSitesCanIncreaseConversionsby70%MaterialSource:SESMagazineAuthor:MarkNagaitisToday'smostsuccessfule-commercesitesroutinelyexperiencetransactionclosureratesintherangeof8to10percentofvisits,withtheaverageacrossallofe-commercepeggedatadismal2.8percen
2、t.Bounceratesfrequentlyexceed50percent,andcustomerengagementwithmostsitesissolowthatcustomerloyaltyisvirtuallynonexistent.Someofthiscanbeattributedtoeveryone'suseofthewebasatoolforresearchthatultimatelyleadstopurchasingthebestdealsonlineoratbrickandmortarestablishments,where
3、storeconversionsareinthe40-pluspercentrange.However,theprimaryreasonforthefailureofonlineretailingtoconvertcustomersatacceptableratesisbecausehistorically,e-commercewebsiteshavebeenaone-size-fits-allproposition.Forexample,themajorityofe-commercewebsitescontainauserinterface,
4、content,andpresentationthatremainstaticforeveryvisitor.Thisoccurseventhoughweintuitivelyknowindividualshaveuniquemotivationsandcommunicationpreferences.Shoppersrelyondifferentinformationanddifferenttypesofwebsiteswhenmakingabuyingdecision.NewLevelsofCustomerInsightNewwebpers
5、onalizationtechnologiesdynamicallyaltersitesinreal-timetoprovideacustomizedexperienceforeveryvisitortoane-commercesite.Suchsoftwareidentifiesanindividual'spreferences,thendeliverson-the-flyadjustmentsthatmakeeachcustomerfeelthesitewasbuiltjustforhim.Thevisitorfeelsinstantrap
6、portwiththesite,resultinginadeeperlevelofengagementanddramaticallyhigherconversions.Thenextlevelofwebpersonalizationtechnologydepartssignificantlyfrom7earliertechnologiesbynotidentifyingcustomersbasedondemographics,purchasehistory,orstatisticalinformation,suchas"40percentofb
7、uyerswhoboughtXpurchasedYaswell."Instead,newtechnologiesrelyonexpertsystemsbasedontime-testedprinciplesofbehavioralpsychologyandpsychologicallinguisticsthatdetermineeachuser'spreferencesinrealtime.Thisway,thesoftwaredeliversacontext-sensitive,instantaneous,completelypersonal
8、izedexperienceascustomersnavigatethewebsite.Notintendedtoreplacetraditional
