How to optimize pages and quickly improve results through small adjustments

Webmaster & raquo; search & raquo; how to optimize pages and quickly improve results through small adjustments

How to optimize pages and quickly improve results through small adjustments

Source: legene user experience design author: Yang I come to contribute for comments

The optimization is different from the revision. A major change is made on the basis of the original version, while optimization is a small adjustment to quickly improve the effect. However, the following steps must be taken into account for both revision and optimization:

1. Problem status (data, user feedback, etc.)/user survey (questionnaire, interview and other content, try to view data as much as possible)/competing product analysis

2. Combine the above three points to determine the optimization objectives

3. Determine the design plan based on the goal (how to achieve the goal)

4. Result testing (data, user feedback, and other indicators)

 

Take the recently optimized NetEase health care product homepage as an example to talk about how to optimize pages.

 

Status quo:

1. The bounce rate is too high.

2. The clicks below the first screen are small (there are many popular searches, functions, and brand clicks on the first screen)

3. Low conversion rate (but more concentrated product categories)

Analysis: based on the Click and conversion conditions, we can determine that the problem mainly lies in the product recommendation module on two or three screens. As shown in the following figure, the region is very dull and difficult to hook up with purchasing desires. In addition, the bounce rate also implies that, apart from the efficacy and brand of the first screen, do we still need to provide users with some important content? Let's look for the answer from user analysis and competing product analysis.

 

User Survey (some data is shown below ):

 

1. There are many male users, a good educational background, mature and stable, and medium income

2. The most important product attributes are Efficacy, side effects, brand, price, applicable group, composition, word of mouth, and others.

3. The purpose of purchase is to prevent health care and enhance physical fitness.

4. The user shows cold performance in rankings and related recommendations

Analysis: It can be seen from the above content that the users of health care products are relatively rational and the purchase objectives are clear (the possibility of attracting non-target users through Meitu is minimal ). At present, this irregular product arrangement method is not suitable for target users, but more suitable for clothing and cosmetics products. In addition, goods are ineffective and attractive.

Competing product analysis:

At present, although there are many websites selling health care products, there are not many good websites in the vertical field. However, we can refer to products websites with similar features as health care products, such as cosmetics websites that also focus on efficacy (such as Lebee network and jumeiyou products ).

 

 

Analysis: through comparison, we can find that the price of single product recommendation for competing products is obvious (some surveys show that people are more sensitive to numbers, and the user survey results also prove that users are more interested in prices), more effective use, more regular arrangement. This is also consistent with the user survey results (the purpose of purchase is clearer ).

It is worth mentioning that the classification of competing products is mainly divided by product category, while our classification is mainly divided by group and efficacy (combined with the research results ), so should we provide users with additional classification methods?

 

Based on previous research results, the most important product attributes are Efficacy, side effects, brand, price, applicable audience, composition, reputation, and others. In addition to the side effects and poor performance, the efficacy, brand, price, and applicable audience all show performance on the homepage. What we need to consider most now is the composition.

On the Taobao Index, we can see that the search popularity of components is much higher than the corresponding efficacy. This indicates that you are familiar with some popular ingredients (such as fish oil, lecithin, and spirulina). Therefore, we must provide the classification of these popular ingredients for your convenience.

 

Optimization objectives:

In summary, we can conclude that the goal of this optimization is:

1. Lower bounce rate

2. Add clicks below the first screen

3. Increase the conversion rate from the home page to the order (most important)

Design plan:

How can we achieve the optimization goal? Based on the above analysis, the plan is as follows:

1. Change the display mode of recommended products (by group and efficacy)

2. Highlight the price and efficacy of a single item

3. Add popular ingredients

 

The hot sales list was a bit tangled at the time. Although it is not recommended in the survey report, this module is available for many competing products (whether it is health care or cosmetics) websites, or put it.

Result test:

1. The bounce rate has not been significantly improved

2. The clicks below the first screen increase (the clicks of newly added components are high, which plays an important role in improving the clicks rate of the second and third screens)

3. The order conversion rate has increased by 44% (the conversion rate has increased significantly before and after the same products on the home page, and the effectiveness of homepage recommendations has greatly increased)

4. Almost no one clicks on the ranking list (new problem