Zhong Zhixin: User Experience analysis-website usability (2)

 

Introduction: the main reason why users cannot complete the purchase is that the ease of use of the website is poor. The success rate may change in different industries and target user groups, but it is undeniable that the ease of use of websites is one of the most important reasons that many websites impede users' purchase. Next we will break it down from the last review. If you haven't seen the first episode, you can search for Zhong Zhixin on this site: User Experience analysis-ease-of-use websites (I) or follow Zhong Zhixin's blog and webmaster's forum.

 

4. website navigation

 

Website navigation is one of the most important aspects of usability. Good navigation should solve three problems for users:

 

① Where are users now?

 

② Tell the user where to go?

 

③ Guide the user in the direction

 

Website navigation should be simple, unified, and clear. The purpose is to give users as few opportunities as possible, but to allow users to browse the website along the planned path. Sometimes users are very clear about what they want to see. website navigation should anticipate when users want to see what information they want most, and display the corresponding links in front of users in a timely manner. This link seems to be the place where the user wants to go, but it is also the place where the marketing personnel most want the user to go.

 

Sometimes the user has a certain goal, and does not know where to go next, the webmaster should prompt the user to click those links and what to do on the website. These links are of course planned by the webmaster.

 

I. Establish a sense of location

 

To make the navigation system take effect, first let the user know where he is. Whether a user enters a website from the homepage, browses some pages, or directly comes to a page from the search engine, users should be able to roughly view the page to know where they are on the website. To achieve this, the Webmaster can follow the following points:

 

① The website name, logo, background color, and overall page layout should be consistent throughout the website.

 

② The font size and position of the page title should be consistent on all pages.

 

③ The navigation bar should be in a uniform position throughout the site, and the entire website should be clearly divided into a tree structure.

 

④ Like Zhong Zhixin's blog, the bread navigation enables users to clearly know which layer of the current page is on and where it is located.

 

Ii. navigation bar on the top

 

The top navigation bar is the most obvious and commonly used part of the entire website navigation system. Note the following:

 

① The top navigation bar should be connected to the main sections of the website.

 

② The column where the current page is located should be highlighted to let the user know the current position.

 

③ It is best not to click the topic of the current page. Otherwise, the user opens the same page after clicking it, which may lead to doubts.

 

④ Place the cursor on different topics in the navigation bar in the east. The background and font color of the topics should change, prompting users to click.

 

⑤ It is best not to use images in the navigation bar. You should use text navigation, or add text to images. The pure picture navigation bar may be clearly understood by the website designer, but the user does not. Do not let users guess what images represent.

 

The above points are considerations for navigation bar settings. The navigation bar, or the entire website, should consider the user's needs for specific content. from the user's point of view, imagine what information the user wants to know most when they come to your website, put the information in the main navigation bar. Do not classify the website structure and navigation bar by company structure.

 

Iii. Left Navigation

 

Of course, most websites do not use top navigation to structure their websites. It is very likely that subtopics are required under each topic. For example, product navigation may be divided into different brands. In this case, you need to use the left-side navigation.

 

In form, the left-side navigation is similar to the top navigation, but the link points to a deeper layer of the website organization. Sometimes two-layer navigation cannot solve the problem, and the third layer is required. You can use the left-side navigation and divide the webpage to the third layer through the embedded format.

 

Iv. Website Map

 

Although webmasters will try their best to make the navigation system simple and clear, the structure of large websites is very complicated. Users cannot easily find their location on the deep content pages. At this time, website maps can play a major role. No matter where you are, you only need to click a website map to clearly understand the architecture and hierarchy of the entire website. In addition, website maps are also good for the cable collecting engine. I believe everyone knows this.

 

The content in the dominant and bar and the second layer in the left-side navigation should be listed on the website map. If the website is relatively large and needs to be divided into the third and fourth layers, you can use a hierarchical website map. The map page of the main website only lists the first and second layers. After you click the second layer, in the list of the third-level columns, and so on.

 

V. Intra-Site Search

 

Websites with hundreds of pages in total can not be searched on the site. The clear navigation bar system allows users to browse the website freely without getting lost. If there are hundreds of pages of small websites and users still complain that they cannot find the desired information, it must be a problem with the navigation system design.

 

However, when the number of pages exceeds several hundred, intra-site search is very important. If you are familiar with the navigation system from one product page to another, you may need to click on a crowded car. If you have a site search, you only need to enter keywords to find the corresponding results.

 

Intra-site search should be fixed on all pages of the website. When users are familiar with it and want to search for keywords, they can immediately know where to search. In my opinion, it is best to navigate to the top navigation bar, in this way, it is very convenient for users to use.

 

Vi. Internal Page Link

 

The home page of the website is the information hub of the link column or channel page of the city. The topic and channel homepage may not contain specific product information, but link to a deeper product page. The content of the topic or channel homepage is mainly based on links and intermittent instructions. The website homepage and topic homepage are used to attract users to click and link to the product introduction page.

 

The product page is different. The product page details the features, performance, benefits, and other information that users may need. The link processing on the product page is different. Try to do the following:

 

First, remember to give the user a next step. Many Web pages, especially information web pages, have no place to go after you see the bottom of the text. You can only click the return key of the browser or click the link in the navigation bar. In fact, at the bottom of the article or at the bottom of the product page, you should always have a choice. If it is a product page, this option is of course to put the product into the shopping cart and other buttons; if it is an information page, this option can be to click more relevant information, you can also view related products, or remind users to register accounts. In short, you need to let users know what to do next. Of course, this next step should point to the website's target direction.

 

Second, try to give only one choice, especially the product page. Do not place any other links in the product description text, do not click other pages for users, but forget the opportunity to come back, so that once users come to the product page, they can only see from the beginning and end, the only option is to put the product in the shopping cart and purchase it.

 

If there is something in the middle that requires further explanation, consider the link text pop-up window. In this small window, there is no navigation, no link, and you can only close it after reading it. In this way, the user will return to the master path of the website target after further link information.

 

After the shopping site gives a unique "put in shopping cart" button, you can put the relevant product link. If you do not put it in the shopping cart, you can continue to visit other product pages. Simply put, the final product page should give users the option to the next step, and only give one option.

 

The goal of the website navigation system is to direct users to the target website path. Adding a clear path to a simple structure is the best way to sell. Websites should not confuse users, but should keep users awake, know where they are, and have the option to proceed to the next step. This option seems to have been selected by the user, but it is actually the path to the website target carefully set by the website.

 

5. FAQ page

 

Frequently Asked Questions (FAQ) are also an integral part of a website. Although the website product page, information page, and so on should have answered users' questions as much as possible, removing users' potential concerns, there are many times, users still have some strange ideas and problems, or some problems cannot be classified into other pages. This is an important change in FAQ. You can answer a variety of questions.

 

Like all pages, the FAQ section is designed to guide viewers into their scheduled shopping routes and urge them to take the set action. At the beginning of website construction, the webmaster should stand in the user's perspective and imagine what problems the user may have, especially the questions not answered on the product page. List these questions, answer them one by one, classify them into different categories, and add a small directory on the left of the FAQ section, such as price and return, place different problems in different sub-directories.

 

Some website products are relatively simple, and there may not be many questions to answer, but it is best for webmasters to plan in advance. Now we can think of 10 questions. We should plan at least 100 questions in the FAQ section and try to divide them into different categories. After the website is operated for a period of time, the sales department should receive various information phone numbers and emails from users. All repetitive questions should be summarized together, and a unified answer should be written to the FAQ.

 

Visitors are often relatively lazy. If you cannot find the answer to the question on the website, you will not be asked by the webmaster. If you receive a question, it is very likely that 10 people have the same question and no answer is found on the website.

 

Another important role of mobile phone users is to tell webmasters where the website needs to be modified and how it should be modified. users' questions are the most valuable information.

 

There is a type of content that should not be included in the FAQ, that is, the logistic technical support, or the answer to the product technical question. Imagine how a viewer may feel when looking for information on the website and not sure whether to buy the product, but seeing a bunch of possible technical problems.

 

Although any product may have technical problems, there is no need to tell the people who haven't purchased the product to scare them out. After-sales personnel may encounter problems. You can tell the user a special product technical problem website in the thank-you email after the user's order is completed. This website is invisible to viewers on the website, or you can only log on to a purchased user.

 

Here, I want to go to bed, and my mind is no longer awake, listen to the next decomposition or continue to follow Zhong Zhixin's blog and Maoming News Network www.maomingxinwen.com to create q group 20227291. You are welcome to join the discussion.