Clothing buyers to Wang Shop home page information attention to the choice of attention point design

Source: Internet
Author: User

Article Description: use the choice question to carry on the information attention degree research case analysis.

If we want to know what the user browsing a page is looking at? Generally to have the following methods: 1. View the click Stream data, such as CTR (click through rate, clicks conversion rate/Spot rate), click on the hot map (Heat map, can be used to test the different layout, color scheme, etc. on the overall effect) 2. Eye movement test can get the user's gaze trajectory, the gaze time of a block, the number of gaze points, the number of times to sweep, and gaze at Getoux. 3. User interviews and user testing, qualitative understanding of the user's browsing behavior and the reasons behind.

Methods 1 belonged to quantitative analysis, and methods 2 and 3 were qualitative studies. In view of the user to the page information concerns the research, the page clicks the data not all, we cannot accurately analyze those cannot produce the effective clicks the browsing behavior, but the qualitative research may excavate the user attention the information and the reason, but cannot quantify, the persuasive power is insufficient. Therefore, the general use of quantitative and qualitative methods to study the combination.

In this paper, we should discuss the grey scheme between quantitative and qualitative analysis, that is, using the choice problem of questionnaires to excavate and analyze the user's attention to the page information. The survey can not only understand the user's behavior and attitude, but also because of the large amount of collection, has a certain degree of persuasion. In the questionnaire, the index which involves the click behavior can be validated and analyzed with the click Data; for the index that does not involve the click behavior, we can use qualitative research (such as user interview) to determine the research content, design options, and then use the questionnaire to collect data to quantify the user's viewpoint.

The attention point of the choice question design:

1. The choice of the type of questions.

Questions can have multiple-choice, single choice, scoring problems. Determine the types of questions according to the research content. If you want to know more about the users of the information section, and the existing number of information boards more, more than 5 (data reference: The analysis method of multiple topics in the survey Questionnaire (2)), the use of multiple-choice, such as Figure 1, if less than 5, such as the existing Wang Pu product section classification based on 4 common ways, you can use the scoring problem, As shown in Figure 2. The difference between the scoring problem and the multiple-choice question is that the scoring problem makes the user's evaluation more exquisite, but the cost is higher, so it is applicable to the topic of fewer options (generally no more than 5). If the research content needs to be clear about the most concerned, the most commonly used information of the nature, you should use a single choice, to clarify the problem.

Figure 1 Examples of multiple topics

Figure 2 Example of a scoring question

Figure 3 Example of single selection

2. Option Design

The choice design is based on the qualitative research result, avoid the researcher subjective conjecture user possible behavior. The options should contain all possible situations as much as possible, and the degree of segmentation of the options will directly affect the inference of the findings.

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