On the page type of e-commerce products

I mentioned the difference between a tool-type product and a content product in my blog post. From the point of view of website target and user's requirement: tool-oriented products focus on allowing users to complete a range of tasks (such as registration, payment), the user has a clear goal, and content-oriented products focus on providing information to users (such as news channels, classified navigation, etc.), users have no goals or only potential targets.

For E-commerce products, is generally the use of content-type tool-type mode: Content-oriented page part of the use of rich information to attract/guide users to browse and create the purchase desire/decision, after the user in the content of a simple tool-type page operation, until the purchase success. The following figure shows the user came to an E-commerce site purchase process, where the yellow part of the content (such as home), the blue part of the tool (such as payment page), Gray represents the transition page (such as commodity details, favorites, Shopping cart page, etc.).

A good example is mentioned in the "Rational vs. diverse perceptual user" of the "interactive design" of the autumn (slightly modified in this article due to a slight difference in understanding):

Taobao homepage is a content-oriented page, it also meets the needs of different users: the red and green areas are designed for users with potential purchase goals (know what category or name they want to buy, but only if they are available), and the blue area is recommended for users who don't have a purpose and wander around.

If the user experience is good, then potential target users are likely to look for the purchase entrance (see below), the purchase order, the user without the target may also be translated into targeted users. Conversely, the user will be lost.

For users with a clear goal, it is likely to skip the content page and look directly at the task entry: such as entering the shopping cart page (before adding the cart but not paying), or paying directly on the "bought Baby" page.

As for the favorites is special, it is between a potential target and a clear target, because the user collection description of a product is very interested, but may not be the final purchase.

The top three charts are sorted by Taobao favorites, shopping carts and "bought baby" pages. By narrowing the three figures, we can see that the pictures shown in the Favorites folder are the largest, because this time the user's purchase purpose is not so clear, need to rely on content to attract users, and the shopping cart and "bought the Baby" page is relatively concise, because this time the user's purpose has been very clear.

It's hard to say whether a page with a purchase entry is a content or a tool, I think both, but it depends on which side. I personally think: the Product Details page partial content type; Shopping cart partial tool type; favorites are more neutral. The principle of division is still to look at the site's goals (whether to boot the user or to attract user action) and the user goals (with clear intent or not).

After you find the purchase entrance, you can start to order and pay the operation. In this process, the user is done in a tool-type page.

In summary, we combine the website goal and the user goal, the Electronic Commerce product page type makes a conclusion.

The relationships between these pages:

In other words, the user's purchase process is probably a gradual transition from a content page to a tool-type page. With the depth of the operation, the page to attract more and less visual elements of the user, "rigid", reflecting the logic of the page operation more and more control elements. So do the page design, to fully consider the purpose of the page and its location, as a basis to determine the style of the page. Here are some examples:

Content-oriented pages:

The goal of the part of the visual concise, no target part of the illustrated (this part of the detailed introduction can refer to the "Home design usability and pet" This article, write very in place), no action button.

Content-oriented pages:

Illustrated, with Operation button

Tool Content page:

Picture text is moderate, there are action buttons

Tool-oriented pages:

Visual elements are more complex and have action buttons

In addition to the previous mentioned shopping cart, can also be considered as a tool-oriented page.

Tool-Type page:

Visual simplicity, with Operation buttons

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