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Today, some 30% of small business owners don't have a Web presence at all, while the vast majority who do are watching their sites sit stale, waiting and wanting for business. Where did things go wrong? There are common principles followed by those whose dreams of online success have become reality. 41 Build your site around your customer: Thinking of your site as your online storefront, built around delivering the highest-quality customer experience from the moment your customer steps through the 'door'. 42 Just because you built it doesn't mean they'll come: If you aren't seeing a large volume of targeted traffic to your site, it's time to up the ante. 43 Integrate customer loyalty programs and promotions: Methods contain discounts, news, or friendly service reminders. Use discount promotional offers to stay in touch with past visitors to your site. 44 Justify your monthly spending through product bundling: While pay-per-click Internet advertising is much more cost-effective than traditional media channels, bundling products together will not only increase your sales revenue, but also enable you to get more out of your per-click ad rates. 45 Measure your progress: Your site may be live, but how is it performing? Armed with these simple lessons, vow to make your business realize the true promise of the Internet. A. A manufacturing company selling $50 items was having trouble justifying the cost of online keyword ads. By bundling products to create packages of $100 or more and advertising to wholesale customers looking to buy in bulk, the manufacturer dropped its sales representative agencies and focused on large-volume buyers, such as Wal-Mart and Target. Needless to say, the company had no trouble exceeding its yearly sales quota. B. One of my past clients had a well-designed physical storefront, solid prices, and quality offerings. However, he wasn't able to drive enough store traffic despite targeted advertising efforts in print publications and other offline venues. We decided to shift those ad dollars to an online pay-per-click campaign—in which the advertiser pays whenever someone clicks on its entry posted during the course of a site search based on keywords relevant to his business. The immediate impact was staggering. Online revenue soared tenfold to $1 million from $100,000 within only a few months. C. With today's technology, your return can be easily measured. If you rely on your Web site as a sales tool, you can't afford not to invest in site analytics. Make sure your Web solution includes an easy-to-use reporting tool that presents this information in a clear, concise format. After all, while metrics are a critical part of the Web equation, you don't have the time to spend hours digging through reams of data. D. Years ago, I worked with a woman who sold purses online through a home-built site that lacked critical e-commerce components. After a simple redesign including product descriptions, comprehensive navigation, and a secure, user-friendly ordering system, her revenue increased fivefold. And she began receiving rave reviews from customers impressed with the ease and convenience of the online shopping experience. E. Online success demands more than simple presence. Your Internet investment should pay for itself with new customers and increased sales. Find a trusted partner who can help you navigate today's (and tomorrow's) technology and who understands the bottom-line realities of your business. F. One villa rental company had a Web site that generated very few calls and online bookings. I helped the company set up a 'last minute deals' distribution list. By subscribing, site visitors would receive weekly e-mails offering 11th-hour discounts on villa rentals. As a result, the company captured contact information for thousands of possible customers, reduced its unused inventory to almost zero, and increased revenue significantly.
【答案解析】 此处概括句是“你仅仅是建立了它，并不意味着顾客就会光临”。下面作者只给出了一句话作为说明，即如果你没有看到大量的顾客光临你的网站，就是时候提高赌注了。考生应该抓住这一句的关键部分：提高赌注。从常识上讲，“下赌注”一般意味着做出某种新的尝试或者改变。而前半句提到的“没有大量顾客光临你的网站”是促使你做出这种尝试或改变的原因。阅读选项，内容和逻辑上衔接最贴切的是B项，其中enough store traffic和原文中的a large volume of targeted traffic相呼应，该项提到的“将网下广告的经费转移到网络销售上”则是新的大胆尝试。因此确定B项为正确答案。
问答题
【正确答案】F
【答案解析】 此处概括句是“将顾客忠诚计划和促销手段结合在一起”。在下文的论述中，作者给出了实施这一原则和建议的具体方法：包括打折、新闻和友好的提醒性服务。通过提供打折的促销活动来与网站的访问者保持联系。因此，接下来论述的内容至少应该与顾客忠诚或促销有关，甚至可能继续论述打折的销售手段。在剩余的几个选项中，F项直接出现了discount(折扣)一词，即提供别墅租赁折扣，此外该项中的contact information for thousands of possible customers与原文中的stay in touch with past visitors to your site相呼应。所以F项为正确答案。