Internet product design: Excellent network analysis report

Overview
This article refers to the commodity mainly refers to the physical goods, and E-commerce sites for virtual goods sales often need specific settings and adjustments, not within the scope of this article.
The user referred to in this article generally refers to the majority of potential consumers, does not include large businesses and financial customers (such as UnionPay);
This article defines the consumer online purchase behavior, the majority belongs to the unprofessional small purchase.

core point of departure
For users, the biggest advantage of online shopping is convenient and cost-effective, and the biggest concern is the credibility of businesses and the quality of goods.
For businesses, the biggest advantage of online sales is audience wide and low-cost, and the biggest sales threshold is the user payment method.

User Needs Analysis: (based on online shopping habits of internet users)
Usually in the real shopping environment, consumers get information from four sources: friends recommended, online word-of-mouth, advertising and mass media publicity and sales staff explained. (Source: "The role of online Word-of-mouth in the purchase decision", cic,2009 June) in the process of influencing the purchase decision, available for consumer reference information sources, friends recommended the highest credibility, network Word-of-mouth also occupies a very important position, advertising is mainly to improve brand awareness and universal product knowledge, The importance of sales explanations is minimal and will have little impact on buying decisions (except, of course, articulate).

Accordingly, the importance of network Word-of-mouth in the field of online shopping is self-evident, although the existence of soft text, gun text leads to the decline of word-of-mouth reputation, but the evaluation of others is still the preferred reference standard before the user net purchase.

As we all know, the Internet consumption process generally through the following five stages:
Generate demand > Information collection > Analysis comparison > Actual purchase > post-purchase evaluation feedback

Online consumers will generally choose e-commerce sites that meet the following criteria as their preferred consumption:
1, moreConvenientof inquiries;
2, moreinexpensiveThe price;
3, moreSafetyof transactions and payments;
4, moreQuickof distribution;
5, the more goodafter saleSupport

The following is from the online shopping user needs, according to the user's general shopping flow, for excellence Network for a more comprehensive and objective evaluation of the pros and cons.

Generate purchase Demand
Basic requirements: Whether the site open fast enough, the appearance of the design is attractive, whether to meet the user's expectations of online mall, the overall credibility of the site, whether there is the latest goods shelves, commodity prices can stimulate the desire to buy users;
Excellent advantages: Thanks to Amazon, excellence in the whole station style design, website reputation, commodity price, logistics reserves and so on are doing very well in the field of domestic business, is the forefront of online shopping books, digital audio and video products preferred;
Lack of Excellence: the page code slightly bloated, front-end performance to be improved, the page design slightly messy, in a lot of detail to deal with the bad, failed to acquire the essence of Amazon but in line with the characteristics of the domestic portal messy, to a certain extent, reduce the user goodwill and trust degree.

Information Collection
Basic requirements: Whether the search function is strong, the navigation function is clear, the product description is accurate, other users how to evaluate;
Superior Advantage: With the search service provided by Amazon A9, excellent search accuracy and speed is good, the commodity information is also very complete, basically the picture and text description are all relatively well-found, the user scoring function also as a very important evaluation standard is listed under the commodity information;
Lack of excellence:
1, search function from A9, copy part of the translation is too blunt, localization did not do enough, the initial use of easy to cause trouble, the Advanced search section can only book and audio-visual products of structured data search;
2, failed to appreciate the experience of Amazon's years of information architecture changes, excellent navigation design still stay at the level of a few years ago, navigation information chaos, navigation area, search area, the top search keywords hint location was rubbed together, to users of the search-style browsing brings great inconvenience, Part of the link in the WebKit core browser under the invalid click, the navigation information inside the page is also no obvious distinction, easy to create confusion;
3, most of the product user evaluation is very little, also can not know how the sale of goods, write evaluation of the user is a real commodity users, evaluation and consultation coexist, useful/useless evaluation description is unclear.

Analysis and comparison
Basic requirements: Whether it is clear to inform the price advantage, the product description information is easy to read and trustworthy, whether to provide the same type of commodity tips, whether you can track the price fluctuations of a product, whether it can facilitate the release of help and so on
Excellent Advantage: Excellence not only provides the original price and the mall price also offers discounts and savings, very in line with the needs of the people, the description of the product is also very rich, at the same time on the left side of the page provides the product category of the Hot list, encourage users to browse more information, you can focus on the goods to add to the collection to facilitate future purchase, At the same time for users who need help to provide a user forum;
Lack of excellence:
1, the merchandise picture is not enough omni-directional multi-angle;
2, the classification of Hot List No detailed description, no more popular book links, no hot list change information, just empty list of 10 products;
3, relatively weak, only to support users in the search process based on brand, price (discount) on the comparison of similar products, and can not be based on specific details of the goods (such as whether support 3G) for comparison;
4, the collection only appeared commodity information and prices, no new comments, no hint of price changes, and shopping cart coincidence degree is higher;
5, the User forum utilization is very low, most of the posts are asked when the goods and no feedback, attention is also very low, resulting in the user in the commodity evaluation area to ask questions;
6. No communication platform between users;

Actual purchase Behavior
Basic requirements: Timely and effective feedback, transaction security, logistics fast;
Excellent advantage: Excellent with other b2c,c2c unparalleled independent distribution system, supporting the delivery of goods and other forms of payment, in the actual purchase of the link to achieve the greatest difference. Be able to tell the customer the order situation at any time, the goods will be sent by email, so that users can know clearly what they are buying the movement of goods;
Lack of excellence: modify the order of the function is more complex, whether the order is not processed or order processing after the warehouse preparation, need to cancel the original order and reset the shopping cart;

post-purchase feedback
Basic needs: can be easily rejected or returned, enthusiastic customer service, after the transaction feel personal information security, you can view their detailed purchase records, after the purchase of convenient to provide their own experience in the goods;
Excellent advantage: Based on a strong independent distribution system, rejection and return are more convenient, excellent advertising more convergence, user personal information is more secure, you can display the most recent order records;
Lack of excellence:
1, customer service channels less, although the telephone voice service is very enthusiastic, but only to provide information on order inquiries, return advice and so on, for product information can not provide more help, and can not inform the effective manufacturers contact;
2, after the purchase of almost no user to encourage the product evaluation channels, only by the user actively write comments, to a certain extent, hindered the new user better understanding of goods.

the development direction of online shopping
1, broaden the scope of online shopping, upgrade the distribution standards, so that more categories of goods can be purchased through the network
Large-scale home appliances or building materials can be transferred to the professional installation agencies, providing instalments and other bulk goods trading methods;

2, a variety of ways to solve the inability to see the real cause of the obstacles to purchase decisions
such as cosmetics perfume to provide trial application and encourage users to write a detailed trial report, for the online shopping apparel to provide virtual people to try to wear, optional collocation, and the entity store cooperation promotions and so on;

3. Provide consumer experience like real shopping
In the current situation, consumers can only change their search keywords to find the product they are targeting. What's worse, most of the time the Web site helps users find products that are designed without even taking into account the actual shopping process.
The information organization of the website Commodity, the design of category architecture is not from the user but from the database from the engineer's point of view, can not provide more personalized, more in line with the user's actual situation service.
Future E-commerce, should be gradually integrated into the social network of thinking, the use of smarter search engines, for different needs of users to provide more targeted, more personalized service.