Some thoughts on the purchase process of Electronic Business website

Today in "UCD spark SET 2" see a chapter is the discussion of E-commerce, especially the design of the purchase process, which also aroused some of my resonance and thinking.

　　about whether to register and login in the process

In the purchase process, if the user must register or login to be able to purchase, the main benefits are: 1. Can increase the user to the brand cognition; 2. Facilitate the collection of data, the development of the site is of great significance; 3. Improve the user stickiness, contribute to the establishment and development of membership system or community; 4.  Increase the threshold of malicious shopping, such as buying goods to pay but intentionally filling out wrong addresses. The downside is: 1. will lead to a lot of impulsive shopping users give up the shopping; 2. The setting of the logon timing in the process can lead to a bad user experience.

It can be said that after all, the electric dealers still want users to be able to do shopping after the landing, which is undoubtedly the most advantageous to the electric business, but it may lose the one-time or impulsive shopping users. I think you can give some positive tips when you are booting a user or logging in. Suppose that the target users are impulsive shopping users or the first time to prepare for shopping users, in order to prevent the loss of users, you can allow users to do not log in the state of the purchase, but to give users tips, such as membership after the registration of 5% discount. What the electric dealer wants to do is to let the user see the benefits of becoming a member, if the immediate, real benefits, do not say to become a member of the after the points can be how, the user is considering I want to complete the current shopping, tell users now registered members have 5% discount, this incentive and the user's current focus on the goal- Complete the shopping match. Psychology says people always get used to finding reasons for themselves when doing things, and giving users this incentive is actually to help users find a reason to register. If there is no incentive, I can register or not to buy this product, why do I register (impulsive people are not too concerned about the long-term benefits)? Now I can register to enjoy 5% discount on the member price, then why not register? Help users find a reason for registration, perhaps 5% of the membership discount, perhaps this time to send you a brand bag, in short, let the user see the benefits, I believe will be to some extent to improve the registration rate.

　　About "Shopping cart" and "one-click purchase"

The shopping cart is similar to the basket in the supermarket, you can put everything you want in it and concentrate on paying, but the problem is to put it in the cart and pay it again, which will make the whole process a step further. If the user simply is to buy this product, or the user is through the chain directly linked to the entire product page, the shopping cart This step seems to be a bit superfluous. Imagine if you were to buy a gum and go into the supermarket and you'd have to pick up a basket and put the gum in and then come out and check it out? In fact, "one-click Purchase" is to a large extent necessary, especially for some small, independent electrical business. Supermarkets need baskets because there are so many kinds of supermarkets that people are likely to buy all kinds of things, and baskets can be a lot easier. The General Electric Dealer's shopping cart can also allow users to buy a lot of things to pay only once, to promote users to buy more things. And for a lot of small, independent electric dealers, many users may come occasionally, or see a promotional message directly, the proportion of impulsive buyers is still very large, the site needs is to allow users to complete the purchase as soon as possible, then "one-click purchase" This button will accelerate the user's purchase process to prevent the loss of users, So I think for many small and medium, independent electrical business, "one-click purchase" This button is necessary, do not let the "shopping cart" process to become the only process.

　　About some of the incentives for member users

This is based on the extension of the registered login issue above. The electrical appliance Merchant to the member's incentive system is different, I thought the better is uses the integral Exchange discount this mode the incentive rather than the permanent 95 percent and so on preferential. For example how many member points can be exchanged for 100 yuan voucher, how many member points can be exchanged for a week full 90 percent discount this kind of discount, can stimulate the user to buy active degree, with the effect similar to the promotion. Also can enhance the brand promotion, for example the user uses 10,000 minutes to change the whole week 90 percent, he may let relatives and friends know the news, because he can help friends to buy things at preferential prices, his vanity will be a certain satisfaction, but also enhance the friendship, which for users to let more friends know is the most advantageous. In fact, this will give us the electric dealer's brand advertising at the same time increased sales and a number of potential users, although there may be some side effects, but I think this is a good way.

Compared to the permanent 95 percent of this kind of discount, the reason for this dynamic preference is that people are very adaptable and things change over time and no longer cause attention, whether it's good or bad, which is why people like to change things and do bad things, Because the same bad things we will soon adapt, and the change of good things are always stimulating our nerves. For instance, if you have two choices, 1. Pay a salary increase of 2000 yuan/month; 2. Give employees 2000 Yuan bonus, sometimes more sometimes less, sometimes have no, you choose Which? Employees will be happy if they get a raise, but they'll get used to it in two months, expecting the next raise, and a different number each month will spur the staff to keep working hard if the bonuses are paid. Of course, many of the reality will be a rise in salary and bonus combination, and will fully consider the industry competition and other factors, more complex than this example, I just want to explain, if it is good, then the best change, constantly occur, and do not happen once to make users feel accustomed to.

Source: Submission, Author: The Tears of Looking back, the original link.