Outline about new Customers experience
The first article in the Master is: let new customers easily find products, quick Product catalog! This is a very specific operational requirements, but today in this sub-section is really going to improve the principle, more divergent thinking about some new customers better experience of the operation, so as to facilitate everyone can participate in the discussion!
The following topics to explore the "new customer Experience" are listed, and then decompose:
1. What is the purpose of the new customer entry?
2. What are the categories of new customers?
3. The path of the new customer into the shop?
4. Can be reconciled "stroll" and "find"
5. Introduce your Membership system
6. Visual indication system vs Customer service guide
7. Close linkage line this fine job
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1. What is the purpose of the new customer entry?
I have subjectively divided the purpose of new customers into two categories:
A. " Stroll "(without consumption purposes) first clear, without consumption purposes does not mean no consumption will! And what we need to do is help customers turn their spending intentions into consumer purposes, which, as the beginning of the article says, is a very virtual concept, but definitely a clear direction! Then I will first put forward a few to http://www.aliyun.com/zixun/aggregation/7432.html "> Solve the problem (I hope you can explore the supplementary): 1. Meet the "stroll" experience 2. Impress 3. Familiar with Product catalogue 4. Concise Membership System 5. Cultural content Show 6. Service Show 7. Does he/she collect (remember)? 8 ... The above problem requires everyone to think out the solution! B. " Look for "(with consumption purposes) with a clear goal of shopping in, but do not decide to buy products here!" He/she is a new customer, he must know what product you have? Is there anything I want? This is difficult to grasp the target customers, but when you shop in the supermarket, if you originally intended to buy a kitchen knife, the results of the road to see vegetables, since a trip to the supermarket, you will by the way to buy vegetables! This is often said impromptu consumption! For targeted "find" customers, you have to make him very quick to find products, but also need to recommend a few related products, and let him consciously remember your classification! To solve the problem I also make a list, need to think about the solution: 1. Simple navigation 2 is easy to use on any page. On any page there is a fixed search bar 3. Keyword Fast Channel (in your product page design a keyword tag (functional module)) 4. How to use the design of a product associated database (with the label design of the associated database) 5. Where should the associated modules be placed? 6. I can think of the association bundle Marketing 7. Project page for related products---------------------------------------------------------------2. What groups of new customers? According to the demand for products, the new customers can be divided into four groups: A. Have direct consumer demand, want to buy B. Have direct consumer demand, want to stroll C. Have potential consumer needs, want to visit D. No need, the elder brother is lonely, stroll to illustrate a point, this is not like in the physical store, you experience, but also through the wind to see the customer God horse demand! Online, people into the store you can see is the second day of the quantum backstage a series of numbers just (Taobao), you have no way to judge what kind of demand! So the only thing you can do on display is to design a smart moving line, an ingenious referral and correlation system that allows these four people to browse through your products without hindrance and to meet their needs! To solve the problem I also make a list, need to think about the solutionSummary programme: 1. What are the essential needs of these four categories of demand groups? 2. What are the methods that can be designed to meet these four demand groups? 3. The path of the new customer into the shop? New customers into the shop line in the mother chapter has a picture explained, to explore the purpose of this path is obvious, is to make a fuss on this path! To solve the problem I also make a list, or need you to think about the solution: 1. The first time to enter the product page of the new customer needs and meet the solution 2. The first time to enter the home page or topic pages of new customer needs and meet the program 3. Product page and the virtuous circle between the home 4. The "stroll" and "find" of the new customers are referred to as "stroll" and "find". These two seemingly completely different purposes, in fact, there is also an intrinsic connection, of course, we strive to build this relationship on the basis of consumer demand! Business will of course be to achieve the transaction, the customer's expectation is nothing more than "short-term and fast consumption" and "long-term and slow consumption." Therefore, for different categories of businesses, to new customers "stroll" and "find" to dig for the need to effectively distinguish! For the use of longer cycle products, we hope that customers are "short and fast", so need to shorten the "stroll" time, quickly into the "find" role! For the short cycle, but also just needed products (rigid demand product), you need to increase the "stroll" time! Here it is certain to distinguish between a concept, shortening or increasing "stroll" time does not mean shortening or increasing the "stroll" process, time and process are two concepts. For example, a total of 50 products, shorten the "stroll" time can be a page to show 50, there is no detailed classification, customers do not have to jump the page many times, directly in this page 50 products to make decisions! and increase the "stroll" time, you can do so: fade "All Products" page, set up a number of classification pages, and a variety of topics to display 50 products, simply speaking, is to display 50 products to play tricks, so that customers read all the pages have a I saw 500 of the illusion (more extreme analogy)! This is relative to increase the "stroll" time! Shorten the process, it is a display of the number of products reduced, divided into multiple pages show! You know, not every customer can browse more than 3 pages at a time, which means you have no intention to let customers see all your products! Distinguishes the above two concepts, can make the demonstration decision-making! and "Stroll" and "find" in your display decision to reconcile! The previous basic talk is "stroll" concept, then "find" is what concept, it basically covers the "search" "Navigation" "recommended" three functions of the function module! Here I do not want to explore the three major modules how to design, because the basic shop and different, because the product varies! When the merchant designs these three modules, it grasps one principle: I can easily see these three function modules "5" on any of the sub pages. The introduction of your membership system may be my subdivision industry stay out of habit, I personally pay special attention to the accumulation of customer groups, membership system is like a large family of access standards and operating mechanism！ Perhaps a lot of businesses to the membership system as a means of marketing only! It is not here today to discuss the membership system itself, but to discuss the introduction of a membership system for new customers. If the frequency from the repeat purchase points, that is divided into two: High-frequency purchase of Membership System & low-frequency purchase Membership System! The high frequency buying member system is for that kind of buying cycle short, the category of high repurchase rate (clothing, clothing, hats, etc.), the low frequency of the membership system for the purchase of a long period, low repurchase rate of the category (home appliances, home, jewelry, etc); In addition to having an independent Membership System introduction page, also need to cooperate with each other in the product, meaning that every time you do marketing in a certain product page must be connected to the promotion of your membership system, the purpose is to strengthen the customer's membership awareness, once become a member, you understand! This to learn with QQ, and the people who do SNS website learning, how they use grade, points, medals these things to stimulate the desire to upgrade consumers! In addition to the actual convertibility of the points, you can also set up a number of fictitious grades, medals and other elements, I guess I dare not to play a lot of it! But who made you a quick consumer? It must be noted that you have to let customers see his points at any time, his grade, which is the most important! Low-frequency purchase of membership system, I believe that this system more attention is the latter part of the service bar! Encouraged is not two times consumption, the potential impact is Word-of-mouth, and the first time to buy at ease! This member system to die to emphasize my after-sales service more powerful, more thoughtful! Lifelong membership, life-long service This word I believe you reader must have seen! High-grade furniture industry Membership system will certainly emphasize a few years of door-to-door maintenance, door-to-door assembly, etc. So in the page membership system is no longer a separate marketing means, but a noble service! So at this time the introduction of the membership system when the launch of the product, directly embedded in the product page, rather than only with marketing! 6. Visual instruction system vs customer service guide It must be said that these two are very important to the new customer, but before the new customer has made the consultation, the visual instruction system is the first! Just recently doing self-help shopping content! The first half of many sellers have done self-help shopping introduction page, many do a good job, with the dynamic screen, with the process guide map and so on! Customer service every day to consult a large number of duplicate questions, so the seller wants to put these issues together to do a common problem page, a answer to the form, the page is very thoughtful, design work is also very good. Whether the interested sellers have done data statistics, this page is really the number of visits to the total amount, very little. And why? The fundamentals of economics explain that people make trade-offs. When you are hanging on the right side of a flash of customer service Wang Wang, left hanging the FAQ button, I ask you are new customers, you choose to open Wang Wang consultation, or open one another FAQ page to find the answer? Well, we can do it in detail to put these FAQ directly on the product page,Will the customer first think about the problem or see the FAQ first? Usually when a customer has a problem, can you make sure that your FAQ module is suspended in the area where he has problems? These problems must guide customers unconsciously or to consult customer service, ignoring your FAQ page! And the visual indication system to solve these problems, how to do? First: Do not give up the FAQ page! Second: The anchor points on each product page (connect to some common problem answer page) Third: Do your classified navigation fourth: There may be more ways ... 7. The fine work of closing the linkage line is really a fine job. We first want to determine the basis for the relationship between the products, and then to determine the number of associations, and finally to determine the needs of interspersed marketing products! I'll share some of the actions I've manually associated with! I do the footwear industry, customers enter a product page, there are several states, like direct purchase, like collection and then look, like to see other, do not like not to look at, do not like to see other, do not wander! Anyway, you need to recommend other products related to this product! I did several modules at the time: a. The same recommendation Module B. Price similar recommendation Module C. Combination of recommended modules because it is on Taobao operation, want to accurately recommend related products, almost in manual! I have only made an Excel table: as follows: Attribute keywords Item price classified keywords 1 keywords 2 keywords 3 keywords 4 123-1 99 shoes √√123-2 109 Sandals √123-3 129 boots √ through Excel powerful screening function, I can easily find the keyword like product, At the same time can be based on price screening, and make the best recommendation! Why to say this is a malt son, because do related this person must be familiar with each product, and master each keyword, at the same time need according to sales, supply quantity, replenishment situation and so on recommend! But this is a thought, need to adjust according to the actual situation! Source: http://bbs.paidai.com/topic/55101
