Dangdang and Excellence Network is currently the largest two selling book sites, but also the most similar two sites, as a veteran e-commerce site, often put together a comparative analysis, this article mainly from the site's shopping cart design to compare the two sites for the user experience of the friendly degree.
The first stop, when
1) before entering the shopping cart
- Search the title, incredibly did not enter the hint!
Opinion: Too out, this should be standard.
- Click on the corresponding entry in the search results, pop-up new window into the details page.
Opinion: Although pop-up new window is basically the most popular experience of Chinese netizens, but I think it can not be used indiscriminately. I have found what I want, and you still have the results page for the ball ah, I have to bother to turn it off. Of course, I am here based on the use of accurate search scenarios to draw the above conclusions. Using a fuzzy search scenario, it makes sense to keep the results list page, but I think it's still necessary to analyze the search data to see which ones are high. When buying a book as a whole goes down, the most prominent problem is that there are too many new Windows pop-up.
- In the book details page, click "Buy" and pop up a new window into the shopping cart. All right, I got it.
2) Shopping Cart
The above picture is when the shopping cart recommended area, the title is "according to your selected merchandise, when it is recommended for you".
- Position, across the top of the page.
Opinion: Put here should think it is more important, but in the design with the following "purchased goods" to produce a contrast, is weakened a lot.
- Each recommended item, display name/market price/When the price, a total of 3 items of information.
- The name has incomplete display, the mouse placed on the link will prompt the full name.
Opinion: It doesn't feel good to be able to display the complete product name directly.
- Speculation when it should be considered that the market price/when the price contrast is a major indicator of user purchase books.
- A total of 8 items are recommended.
Question: How is the number determined?
The image above is the area of the purchased goods.
- Location, both visually and in design, is the center of the area.
- Show product name/items score/Market price/when the price/discount/Quantity/Total savings/Total points/Total amount, total 9 information.
- Gray off the "points/market price", should be to emphasize "when the price."
Question: If you think the two things that are grey are unimportant, do you have better handling?
- The change color highlights the "total savings/integration", especially the "total amount".
- Prompted and carried out the "book promotion area" activities of the navigation.
- You can modify the number of items and delete the goods.
The above picture is the promotion information of the Special area.
- The location is at the bottom of the page and is generally difficult to see. I personally have reservations, can it be useful here and now?
3) Personal opinion
- To be praised when the recommended algorithm team, have the skill, shopping cart recommendations of relevance is good, diversity is also taken care of.
- To figure out an important question, based on what the current situation is, what is the primary goal of the shopping cart: stimulating cross-selling, raising the total amount of a single order? Or minimize the disruption to the settlement to ensure that the order completion rate?
- Do not understand the original design, but feel the recommended part of the shopping cart product design There is room for improvement. A professional term, the information architecture is not clear.
second stop, superior Amazon
1) before entering the shopping cart
- Search the title, Bingo, have input tips! It seems that Amazon represents the advanced productivity.
- Click on the corresponding entry in the search results, the current page into the details page.
Question: Can you account for the majority of users who use accurate searches here in Superior Amazon?
- In the book details page, click "Buy" and the current page is transferred to the shopping cart. Well, I admit I'm a fan of Amazon.
2) Shopping Cart
Based on a recent addition to a shopping cart, a recommendation is given in the purchase operation dimension. A total of 6 articles.
According to a recent item in the shopping cart, the recommendation is given in the browsing Operation dimension. A total of 3 articles.
According to the other items in the cart, the recommendation is given in the purchase operation dimension. A total of 3 articles.
The above three pictures are the Amazon shopping cart recommended three areas, the title is we loved "bought ... Also bought ... "the classic sentence.
- Amazon has clearly conveyed its philosophy: The core goal of the shopping cart is to use cross-selling to help users complete more purchases.
- Shopping cart recommended areas are basically full screen display, whether visually, design, or in fact, here are the center.
- Each recommended item, display picture/name/excellent price/star/number of comments, a total of 5 items of information. The product name is fully displayed.
- Pictures can deliver information more effectively than text.
- The number of entries in the three recommended areas is 6/3/3, a total of 12 items.
The above picture is the area of purchased goods.
- Location, in a separate area on the top right of the page. Make it stand out by distinguishing it from the rest of the color block design.
- Displays the product name/author/packing/premium/quantity/Total amount, a total of 6 information.
- Outstanding price of goods and order price.
- Cannot directly modify the commodity data, also cannot delete the commodity directly.
- There is a seemingly superfluous hint, "the price of the goods in the cart is the same as the latest price shown on the product page."
3) Personal opinion
- Amazon is obviously using the recommendation of Amazon Headquarters technology, the effect is beyond doubt.
- The details are still to be noted, the recommended area is slightly scattered, and often can see the merchandise picture cannot be displayed.
about shopping recommendations
There are two stages to a user buying a product: First, to know that there is such a thing, and then evaluate whether you need to buy and make a decision.
When the recommendation completes the first phase, it is possible to automatically push things that are relevant to the user, but basically stop there, almost nothing at this stage of helping the user decide.
See the real chapter in detail. You can see that Amazon's understanding of the recommendation is indeed more in place. By giving the "hit star" and "comment number", it provides some references for the user to make the decision. But please note that I am not talking about the excellence of Amazon, he did not copy understand, Amazon in the same place, but also gave the author of the book, and excellence seems to have taken the liberty to remove. You know, the author is the user decided to buy a book important factor!
Conclusions
The content was written and it was a little divergent.
Turn back, the beginning of that sentence, in fact, said is "Shopping Cart abandonment Rate", it is a core issue of E-commerce area. It is very important, because you can put aside all other factors, only to reduce this proportion, sales revenue can be increased. But also because of this, the general E-commerce site to treat the shopping cart is extremely cautious. The practice of this matter, there is no absolute right and wrong, must be data to speak.
But there is absolutely only one criterion for assessment. To figure out the problem I mentioned earlier:
- Stimulate cross-selling and increase the total amount of a single order;
- Minimize the disruption to the settlement to ensure the completion rate of the order.
Which is the best choice for you to increase your final sales revenue?
