Through the four-dimensional perspective to the site home page positioning

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The homepage of the website has greatly influenced the communication ability of the network media and the transmission effect, which is decided by the propagation attribute of the network media.

The homepage of the network media is different from the plane media layout "WYSIWYG", it has the infinite link extension characteristic beyond the two-dimensional space. Netizens on the home page of the "see", whether it is pictures, text or video, FLASH, etc., is not the whole of the information, but only this information "label" or "Trial install", click through the link to see the information all. This determines that the Internet Media home page is like a bookshelf full of books, rather than plastered with posters of the wall.

Functional positioning: Index navigation

The homepage is usually the "first impression" that the website brings to the visitor. For small Web sites, its homepage can use the simplest static page, with the image to beautify the effect, play is integrated display site data information role, like carrying chip memory computer motherboard. And for a functional site, such as Baidu or happy net, whether to provide online search or virtual social services, its simple and clear home, played a role in the service portal, like the gate of the theme park.

For the mass information service-oriented network media, Internet users log in to the main needs of the media is to obtain information, the role of the home page is what? This function is the function of network media positioning, it is also the study of network Media home page structure, control rules, evolution trend of the logical starting point. At present, the industry's popular view is "Portal Theory".

"Portal Theory", that is, the home page is the "portal" of the site, located in the main index page, is to enable visitors to understand the site overview and guide the key content of the wizard. Visitors continue to visit other pages of the site through a summary or catalog navigation link on the home page to further obtain information or use features.

However, the establishment of "portal theory" depends on a preset premise: netizens visit the website through the homepage. As is known to all, Internet site access, follow the principle of absolute domain name, that is, Internet users through any one of the web domain name, whether it is a top-level domain name, or a level two domain name, or even the site of the underlying domain name, can directly access the Web page, and then through the Web navigation links and extended reading Jump links and other ways Visit other pages of your site. In other words, the home page theory is not the only way to visit the site. At the same time, with the extensive use of search engines, the audience through the search keyword to point to the bottom page of the article, so that the proportion of direct access to increase; This causes netizens no longer visit the website through the homepage,

Then the homepage as the website portal index navigation function localization, is in an awkward missing state.

Is that the case? By analyzing some representative network media at home and abroad, 2009 1-February Alexa on the site of various channels of access to the proportion of data (such as table) can be seen in the news as the core services of news sites, including the central level of the People's network, Xinhua, CCTV, Local-level thousand dragon net, red NET, Qingdao News Network, Even foreign msn.com and ohmynews.com, its home page traffic accounted for more than 15%, or even up to 88%, are ranked on the site of the top two channels; and the Internet Integrated application service-oriented portal sites, including the Oriental network, Zhejiang Online Such a diversified operation, with a regional portal concept of local news sites, its home page traffic accounted for less than 10%, the lowest of only 3.6%. Thus, the more the network media itself depends on news information business, the higher the navigation value of its homepage; On the contrary, the more the network media itself is positioned to diversify the portal, the lower the navigation value of its homepage, the homepage positioning is closely related to the site's own positioning. In addition, the Network Media home page to the number of single pages, the entire site in the top of the channel domain name, prove that the network Media home page is still favored by netizens, in the site played an important index navigation function.

Structure positioning: Pillars

Since the network Media home page for the site has an important access to navigation, how to maximize the optimization of the content structure of the home page to enhance the navigation effect, it becomes the home page to promote the network media communication ability to upgrade the key.

Homepage structure main body: Navigation bar + Content recommendation + advertisement bit. At present, the main content structure of network media is basically divided into "navigation bar, content recommendation, advertising position" three parts, in a broad sense, the three parts of the content on the home page to complement each other, have played the role of index navigation, respectively, navigation channels/columns, information/services and advertising. However, users of the first three parts of the structure of the content of the use of the same frequency.

To orient Net first screen for example, netizens click More than half of the channel navigation in the navigation bar, followed by the content recommended in the Information and Services section, the last is advertising, the first large number of areas for the invalid click area. In other words, the user needs for the home page, the first is to browse the channel site navigation needs, followed by the content of the reading needs, and finally have sporadic advertising browsing needs. This shows that first focus on and highlight the first screen of the channel and functional navigation area construction, for the optimization of the home navigation effect, significant.

Second, from the user experience point of view configuration Home "Content recommendation", will greatly enhance the content of the effective guide to the attraction. Internet users browse the site, only care about whether the content itself is in line with its reading interests, do not care what the content is produced by the website. Home "Content recommendation" as the essence of the content of the entire site to guide the "window", in particular, the need to avoid the site from the point of view of the artificial division of the content block, resulting in departmental traces of the content of the "block effect."

Style positioning: Customer first

The successful network media homepage style localization, not only leads the Chinese Netizen's reading habit, but also conforms to people's visual movement law, thus becomes the netizen to its webpage reasonable layout vision "the default". This visual default and humanized design of the "template", to give netizens a smooth visual experience, in line with the law of news psychology, but also to train netizens to visit the loyalty of browsing. Network Media home page style positioning, based on user experience, embodied in Web page design elements of the arrangement, especially in graphics, text, color and other visual elements of the image and information dissemination, is how to follow the law to seize the "eyeball."

Home design style requirements in the protection of the overall sense of the premise, according to most people's reading habits to color, lines, pictures and other elements of the navigation bar, content recommendation, advertising bit separated integration. The homepage design uses the website established standard color, pays attention to the coordination each area primary and secondary relations, in order to create the high usability and the visual comfort human-Computer Interaction interface is the ultimate goal. In practical operation, the following seven rule principles are summed up: first, to reject the fancy principle; Second, the principle of short paragraph; Third, the principle of font balance; Four is the principle of widescreen multi-screen; Five is the principle of color harmony; Six is the navigation planning principle; Seven is the convenient principle of login.

Trend Orientation: Two predictions

If the home page function positioning, structure positioning, style positioning, are based on the home page practice and user experience research, then the home page trend orientation, it is more like a based on the current available contradictions and laws of the extension of the forecast.

Recent trend positioning: News home = home page. To Orient Net home as an example, the current Web page only news interactive content links to the nearest 300, and the News Channel home page (including news and interactive content) exists quite homogeneous. Editors have to ensure that the premise of the time, repeat the maintenance of two large content of the page, not only the human involved, but also the time when the problem is difficult to balance.

The reason why the network media exists in the News Channel home page is based on the matching department organization structure, on the other hand, it is to highlight the integrated navigation display of the news. However, as the network media constantly strengthen the focus on the home page, a large number of news channel home integrated navigation function was transplanted to the home page, only the integration of the concept of journalism is gradually not adapt to the diversity of network media development content pattern. News channel the existence of the home page, so slowly show the embarrassment of chicken.

Therefore, the forecast home development trend for the news Channel home page and the home page, strengthen the homepage information capacity, simplify the channel information navigation level. From the homepage-news channel Home-Content channel homepage of the departmental level pattern, adjusted for the home page-Channel home page envelope pattern, but also to simplify the user click Level, reduce duplication of production costs, improve content efficiency.

Long-term trend positioning: "I media." "I media" to the Netizen's information demand as the core ontology, according to the demand, netizens can through the sharing program on the Internet search, instantly generate a unique open site. Site according to the information needs of netizens dynamic update, its database is the Internet. Data networks make data fit and application interoperability a new step, making data as easy to access and link as Web pages. "I media" browsing form, is based on the needs of users and data under the rules of real-time integration of information sites, rendering terminal can be Internet Terminal PC Web page, can also be any kind of link to the Internet Terminal Carrier page.

This prediction sounds like a fantasy. But its embryonic form is also happening in the present, on the Internet that each of us can reach. In the fall of 2005, Google launched a user-built personalized search Home Service igoogle, Baidu, NetEase, etc. also launched its own personalized search home service. Using personalized homepage service, netizens can create a personalized homepage According to personalized customization, and no longer need to open the corresponding search page in turn, and sift through the dense news information gradually.

Baidu chief scientist, search engine expert William · Zhang said that search engine development has three realms, that is, based on natural language processing of search technology, community-based search and personalized search. believe that based on personalized search of "My Media", its unique personality of the home page, will become a long-term trend of the network media home direction.