Analysis of the user experience of the vertical e-commerce Web site

Article Description: Brainstorming-e-commerce user experience is the home network.

The company's third brainstorming run is over, and the group's theme for this issue is to analyze the user experience of the home network. Group four roles for the UI designers, product managers, SEO personnel, the group in the in-depth exchange and discussion after the decision of our theme and system made PPT, take this opportunity to the author of this record PPT in the process of interpretation and share with you. (Disclaimer: All of the following views and statements are for the consensus of our group and do not represent the official view, if the endorsement is welcome to discuss, if there is doubt we humbly accept and welcome to continue to explore. ）

Colleagues say good: everyone is the user experience division, everyone's understanding of the user experience is not the same, the traditional user experience generally from the performance layer, frame layer, structure layer, scope once, strategic layer of these 5 elements to carry out the discussion, the result is different from the beholder, a storm down harvest very little, after all other people's things are others. The purpose of our group is not to criticize, not to praise, the purpose of only one find suitable for our own ideas to innovation and development. So this requires that we have to find a basis for the user experience analysis.

Our group from the characteristics of E-commerce research, E-commerce with the most popular language to explain is the use of the Internet to carry out business activities, this business is popular for trading. The perfect trading process is achieved through the Internet, of course, now because of the characteristics of certain commodities (expensive, heavy, large items) developed online experience offline transactions can also be called E-commerce. Since it involves trading below we restore a shopping scene:

Address: a shopping mall

Person: Boss Customer

The dialogue is as follows:

Customer: How do you sell your boss socks?

Boss: 10 Yuan.

Customer: 8 yuan sell not to sell?

Boss: Sell.

Customer: What's the quality?

Boss: One months wear a broken free return.

Then the customer pays, the boss gives the goods, completes the entire transaction.

......

10 days later

Customer: Boss, look at the socks broken.

Boss: It's OK to give you a new one within one months.

......

Complete the after-sales service link.

The whole link is embodied in E-commerce Links: commodity integration-Experience-payment-distribution-after-sales service. Scissors in the early days of business creation for many businessmen brought more benefits, because there is no time constraints and space constraints, but then exposed to a variety of problems: give money not shipped, logistics do not give force, after-sales service can not find people ...

Conclusion: The user experience of e-commerce website is not only reflected in the appearance of the page, whether the layout is reasonable, color matching and so on.

Said so many businesses do not want to, you have to consider everything for the buyer has not considered our feelings? We're going to Zille! The user experience of e-commerce website is inseparable from the transaction, how to improve transaction volume is one of the important functions of user experience.

McKinsey, a famous American marketing scholar, presented the famous marketing 4P theory from the sellers point of view: Product,price,place,promotion the initials. Chinese meaning, product, price, channel, promotion. But the seller is always offering the buyer a service, for the proprietary or open platform of E-commerce platform how to improve the user conversion rate is still the most important, we are not anxious to analyze the user experience of the home network, we continue to analyze the principle of marketing, since McKinsey's seller principle is not welcomed by buyers, Then, in 1990, another American marketing expert, Professor Robert Lauterburn, presented the famous 4C theory from the customer's point of view: It has redesigned the four basic elements of the marketing mix in terms of consumer demand: consumer (Consumer), cost, Facilitation (convenience) and communication (communication). Analysis has finally found a fit with our E-commerce user experience concept, so this brainstorming we decided to 4 C theory as the backbone of the layer to analyze the E-commerce user experience of the home network. (Note: In the 4C theory has not yet been proposed in the 80 's medium-term U.S. marketing master Schultz proposed and develop IMC integrated marketing communication, interested friends can be online to check the relevant information, because and this brainstorming theme is not very big contact, so do not do more in this introduction. ）

Qi Jia Network is a large scale of China's decoration, building materials, home E-commerce site vertical areas. As of April 2011, Qi Jia Network opened 28 branches nationwide, the core members of more than 3 million, 2009 platform turnover reached 3.2 billion yuan, 2010 platform turnover of 6.5 billion yuan. Qi Jia Network is mainly focused on non-standard products and services products E-commerce Services, is committed to allowing consumers to easily and confidently complete the home decoration, and to help them to buy high-quality, cheap, suitable household products. Vertical e-commerce refers to the e-business mode of deepening operation in an industry or subdivision market. Vertical E-commerce sites are products of the same type. This kind of website is engaged in the same product or business-to-business business, such as China Chemical Network, China Commodity Market network, home treasure. ）

As an offline group to start a gradual transformation to the online furniture mall and provide decoration services E-commerce site, Qi Jia Network in the user experience there are many worthy of our reference. We are still based on the 4 C theory, and we will disassemble it and map it with the user experience, as shown in the following illustration:

The following is a separate analysis based on the above split:

A: Visual Experience

Reasonable layout, rich and meticulous content push and visual impact to fully mobilize the needs of customers. (PS: Say the wrong words Qi Jia net let buyers no longer rational. The demand of the customer needs to be transferred through the visual function.

B: Functional Experience

The services provided by the Qi Jia Network are subdivided according to the characteristics of the industry, timely and accurate information push, so the home network has opened up building materials and decoration services, new E-commerce service concept, professional characteristics of service, accurate information push and consumption guidance this is the core of vertical e-commerce, so the above function is also the largest network of high revenue protection.

C: Process Experience

From the experience of the process to see the net for building materials and products of the standard parts and non-standard pieces of the subdivision, which provides different products for different payment and distribution installation Services, so as to maximize the users do not lose.

Of course, the net is not without a little omission, not as a critic, because we dissect her just to learn and draw lessons to find suitable for our own business model.

Summary: This brainstorming activity to the author of the user experience to upgrade to a deeper level, the author of the post for the product manager in the past the author of the user experience of the work of the focus too much on the UI design, content control and page layout, However, as a product manager of E-commerce site ignored the entire E-commerce link 4C principle, out of the essence of marketing and business model innovation and expansion, so after a painstaking page even if beautiful, the user's conversion rate is not improved, In the future work as a household treasure such as vertical e-commerce products should be more professional and service in the first place with the right promotional activities to promote the development of the entire website, in the increasingly competitive today, the core of vertical E-commerce will be gradually upgraded from specialization to nuanced online and offline services. So the user experience of the vertical e-commerce website will make more difference with the user experience of the traditional website, what is the future direction of development? We will wait and see!