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September 07, 2005
无招胜有招
目前在互联网网站上有两种提高访问量的招数被广泛使用，一个首页大信息量呈现，二是做标题。
第二点是建立在第一点的基础之上的，正因为信息无可避免的汇集到各种首页，成为用户的入口，需要通过做标题来驱使用户点击进入内页查看。状况描述完，问题也就很明显了：首页的空间是有限的，编辑的精力是有限的，首页信息量再大也有尽头，标题做的再好也只是一个标题。这样的缺点显而易见，扩展困难，扩展的方法就是开频道，加人手，无法得到级数级别的增长。这也是搜索引擎与门户的差别，竞价广告与门户广告的差别。所以Google和Baidu才取得到如此的突飞猛进。
首页的大信息量与小信息量是有根本区别的。
首页大信息量会让用户产生一种对首页的依赖，认为首页的内容经过了编辑的加工，肯定是全站的精华，只要把这些东西挑着看完，就没必要深入再看了，除非在看关心的内容的同时被其它相关内容吸引，这个吸引是被动的，用户没有主导权，是非常随机的，但同时，大规模的用户整体的行为表现出来并不是随即的，而是一个整体比较高的人均PV值，像新浪可以达到10，这只能说明新浪在关联阅读上做的非常不错，并不能说明就没有其它更好的方法。
小信息量的首页能让用户深入其中，主动的寻找关心的内容，这样的粘着度更大，用户参与感更强，会非常主动，非常频繁的在网站内活动，所以myspace的人均PV才能达到惊人的41。不过这样的风险也更大，内容必须要非常有粘着度才行，网站的UE和内容架构一定要好，这绝对是前提条件，不然的话首页再小也没有用。目前常见的做法是围绕一个比较有价值的，同时时效性不强的内容系列来展开用户间的交互，而不是完全由用户自发的来创建，当然完全由用户自发的创建也有成功的例子，百度贴吧就是一个，只是这个模式我还没有充分想明白。
当然，如果想把大信息量首页，做标题与充分交互结合起来的想法也有有人提出过，但个人感觉还是比较悲观，两者兼顾非常困难。两者相比，无招的小首页，我还是比较看好的。
Donald 发表于 September 7, 2005 01:10 AM | Blog
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