"Three steps" of marketing-oriented enterprise website

-Wen/Long

Website "Shopper" role how to play, from the site design began

After several years of temptation, many enterprises from the initial view of the Internet is the fashion, only the corporate website as a business card to begin to carefully scrutinize how to promote the site, thinking about how to conduct web marketing, in how to use the site, the enterprise gradually began to become mature.

Web site as the Internet in the world of another enterprise "fen", through the way of marketing, foreign customers and enterprises first contact is often not the enterprise itself, nor the business of the salesman, but the company's website. Aware of this, enterprises should understand the corporate web site in the implementation of corporate Web site marketing effect. Corporate web site to foreign businessmen's first impression determines the enterprise online sales of the success or failure of the key, this is like in the traditional physical stores, customers to buy things, the first contact is the shopping guide, the image of the guide, how and how the service attitude is the customer decide whether to buy goods important factors.

How to let the Enterprise website like a shopping guide to speak, so serve even smile? In fact, is also very simple: corporate Web site to user-oriented, from the site style, site content and interactive three aspects of the site to carefully plan the enterprise website "Three steps", the company's online sales desire can be achieved.

Website style: The first impression of "Shopping guide"

In the Enterprise Website 1.0 time, the website style has already been valued, however because at that time "too attention", the attention everybody all ignores the enterprise constructs the website the main task is the marketing. Blindly pursuit of style, beautiful results are using a lot of large pictures and Flash program code, resulting in slow download speed, low user experience and search engine difficult to crawl results, style has become a sales "stumbling block." Fortunately, the fashion industry, such as Gucci, Prada and other neat tailoring to replace luxury accessories will be concise to the popular, has entered the 2.0-era corporate web site has also highlighted the trend of "simplicity." Enhance the user experience degree becomes the first task of website design. What kind of design style is good? A female consumer-oriented web site, where the female user groups located in 18~28岁-oriented young women, so the entire site to pink, red and coffee as the basis for color, the overall framework of the site is delicate and lively, so the site immediately after the line by young women's chase, and word of mouth, Invisible for later website promotion to reduce a lot of work.

Consumers pay the time is often the best mood, the first impression is not good, followed by the consumers are "ruthless" to close the corporate web site. This phenomenon, called the "first-cause effect" in psychology, is the instinctive response of mankind, the most characteristic of which is to emphasize "fit" rather than "dazzling". Just like a website that sells professional photographic equipment uses a large number of pink lines, as well as a fairly complex flash product display, although dazzling, but the overall pull down the professionalism of the site, naturally it is difficult to attract such products to pay attention to the quality of middle-aged and young men as the main consumer of the favor. Therefore, the enterprise's target customer groups of gender, age and geographical characteristics of the study thoroughly, is obviously the corporate site style positioning is not biased important steps, but also for the site "shopping Guide" identity established an important first impression.

Website content: "Guide staff" type of professional commentary

What is the website? It is a silent way 365 days a year, 24 hours a day in front of customers "shopping guide." The customer visits the enterprise website, first is by it receives the customer, the enterprise website content importance is self-evident. But at present many corporate websites, although the company profile, product display, company news, contact information and sales network channels, but the content seems to be a mold printed out, not their own characteristics. Wonder Enterprises although in the key words such as generous pay, but always in the Web site marketing effect is not satisfactory, an important reason is that when the customer through the keyword Link Enterprise website, but found through the content of the website can not understand the characteristics of the enterprise.

Taiwan's elegant Cup into the mainland market, in a short period of time, the name of the north-south, corporate website content is the professionalism of the key. Elegant cup product type is not much, on its website, the content structure is completely around product design, divided into "action partner", "elegant Cup (kettle)", "Elegant Tea", "Elegant Garden" and "Elegant Gift box" categories. From the corporate website to let customers know it is a professional production of elegant Cup company. Elegant Cup is mainly located in the office with tea sets, so "elegant tea garden" in the professional introduction to let customers know that the company is a family of tea farmers, from the family of farmers to develop the brewing utensils, it is easy to let customers feel at ease psychologically. Then from the product as the basic point, derived products related columns, such as "use Method", the elegant Cup series of each type of use of the steps are illustrated step-by-step, although this graphic way has made it easy for customers to understand, But the site also carefully recorded the use of Elegant Cup video to provide customers online to watch, to ensure that "foolproof": "Product characteristics" is focused on the introduction of product-related functions, so that customers understand it in mountaineering, camping and driving special occasions such as the application. and "structural material" is the elegant cup of materials and structure for a clear explanation: "Tea" more than the use of elegant cup of tea notes and a lot of small. The site page is not much, but with "tea family developed professional tea equipment" launched to tell the content, close to customers in the Web site to buy elegant cup of a lot of questions: good quality, its material is what to do, where it can be used, the price is how much, how to buy, How to get the goods and the credibility of the site after buying a series of online purchase of the puzzle. Doubts are eliminated, and customers ' chances of buying are greatly increased.

Set up a hotline and even online customer service has been considered to improve the user experience, but the actual operation of too many repetitive problems in the consultation of the appearance of the enterprise website is not competent "shopping guide" role, and obviously increased the consumer and enterprise communication and operating costs.

Solve this problem is actually very simple, the enterprise website only stands in the customer angle, assumes he through the website to understand the product the process may appear the series problem design content. What the customer wants, the enterprise website should provide what, then the Enterprise designs the website only then will be the marketing type website, only then can take a website to replace countless shopping guide staff, plays its due effect.

Website Interaction: The service attitude of shopping guide

A manufacturer of three-wire underwear manufacturers, how the feudal supremacy of the existing market pattern "to kill their way out"? The business operators believe that only the Web site marketing can make enterprises "broken ice", but in a website to promote investment, the purchase of underwear few people. The operator is very confused, so I value the website marketing and promotion, why can not "get the Wish"?

Forced, the operator to professional Network Marketing consulting company for help, he said he has joined Alibaba's integrity and China Apparel Network members, the purchase of Baidu bid, Google Awords and Yahoo bid. But sales did not climb as expected, which made him a bit "disheartened" with internet marketing.

Network marketing experts helped him analyze the current market situation. underwear, clothing, cosmetics, small household electrical appliances and trinkets, such as the amount of goods within 300 yuan are very suitable for online sales, although underwear is also a traditional industry, but not as difficult as other traditional industries to promote the product, this product can be less need offline co-ordination online to complete sales, because most buyers for their own purchase, Familiar with the standard mastery, pay more attention to the brand. The site has been promoted, visitors have increased significantly, why is there a small purchase? Internet marketing experts look at the company's website.

This is a beautifully designed and beautiful full flash site, but it is only a "traditional corporate web site." Because it has no shopping and other marketing functions, this is the site's current network promotion and marketing the biggest conflict: consumers do not know how to buy underwear after entering the site. Although looking at the homepage image model wears the underwear is quite beautiful, but is not suitable for oneself but still does not know. This lets want to come in to buy customers at a loss, that is, many corporate websites common problems: "To consumers silently declined." Let the customer call and learn. So marketing experts jokingly said to the operator: "You can come to buy customers, are very good and very patient quality customers." ”

In cooperation with marketing experts, the operator has also established a shopping site underwear, for each of the underwear to take photos, taking a few different points of view, as far as possible underwear on the site can be a full range of display. The style of underwear, size, color, material fabrics and style are written clearly, and even independent development of the online fitting room, can let customers change the model of skin color, height, chest and cup to see the effect of wearing, and actually buy underwear in the mall is no different. When customers go to the checkout counter, the system only prompts the customer to fill in the information so that they can contact the merchant, unlike some shopping websites where customers have not started shopping and let them fill out a lot of information. When the site was back online, the operator found that orders were clearly growing, and many customers were buying directly via net, Alipay or Tenpay. And the operator to do is to be busy with the orders shipped.

It seems that the good corporate web site, is the leading network marketing success of the important "base", the site style so that customers do not adapt to the first impression of the customer is not good; The website marketing and the traditional marketing have the absolute similarity, these, your enterprise website is ready?

(Starting in the January 08 issue of "e-commerce World", the promotion of Chinese http://www.promotecn.com, Network marketing New observation http://www.01ad.cn, reproduced please indicate the author, source and related links. Otherwise the author reserves the copyright related law to investigate the responsibility. ）