The hottest Word, analyze group purchase website from web page

Six months ago there was a group of friends in the site to ask me about the user experience and their group purchase network improvement suggestions, when transit, this year the hottest word, now buy also not fire, but group buying also in the development and change, combined with what I saw six months ago to talk about today's group buying site.

First of all, the characteristics of group buying network

Group buying site appeared "one day a group" successor has been the logo, group purchase website and other electrical quotient is that it is a unilateral provision of goods, users have no choice (because only one), users need to care about only one problem: buy or not buy. Therefore, the group purchase site is high flow, low viscosity, browsing time is low, fast to go fast Web site.

Today's group buying website is doing a variety of transformation, "one day a group" mode is no longer exist. Form is also more like a mall, the worst is also a "feature page." So there are two of users on this point: I am interested in buying or not buying.

Group Buy website Product final page Example

Handle NET:

Full network:

Group Treasure Net:

Impact

The first visual point will focus on the price, almost all the purchase site prices are one of this shape appears here, the tag card style is very eye-catching, big price big purchase button. The second visual point may glance at the picture or wander in the price details, almost all the group buying site will "save" the amount of red, easy to seize the user pick up cheap heart. In addition to buy the picture (the first screen of the commodity large map) will not be more than browsing the function, simply do not allow users to waste time in this respect.

Temptation Force

This part is accomplished by means of a digital reminder. One is the time, "from the end of the group purchase and" this time from the beginning of the page you open he kept jumping and jumping, as long as once you have a certain interest in this issue, then this time is likely to be a way to promote your order to pay the killer. It is likely to have the following scenario: "Well, this palace dish is not bad, give girlfriend a surprise!" Oh, yes! Oh, I've only got 2 hours. "The second is the number of group buys," There are xx people to buy ", people buy things are very like line, and some of the queue is not to speak the purpose, see a team on the first row in the past Occupy Single-digit. Shopping on the Internet does not need to queue, but this is the purchase of XX people with the same line, it is very easy to arouse the user's herd mentality. In fact, asked to do group buying friends, the general list is either a single, or cold single, more extreme. Of course, this is not enough to prove that the "xx people buy" effect.

The Last Temptation

This part is mainly the title of the top, or the text description part. This part should be the last part of the user's attention, that is to say that there is a detailed reading of the occurrence of most of the words also occurred in the other places on the page after a round of glances. In fact, this part of the core content is goods and prices. For example, the commodity "palace dish", the price "sell only 88, the original price 309". Scenario 1: This core content may be in the list page when the user will point in to see the detailed reason, so to the end of the product page will not see the text; 2: If the user is directly accessing the page, then the visual point will fall on the price tag, not the dense text. The problem arises, since there is no need to be seen here (situation 1), or if the text is too readable (2), what is the value of these words? This part can be called the Last temptation, there are wood to see a lot of "!" + ", these symbols a join immediately let the text full of passion, this is called" group buy ", the whole text is full of temptation, the beginning is to use"! " Price comparison, and then is the use of a large number of "+" merchandise details, these let you feel pleasantly surprised, but you feel dazzling.

The secret of the layout

The core of the purchase is the first screen of the final page of the product, the content is only expansion and embellishment, but also some of the users have been purchased to provide some help, such as attention, business locations. And the core of the whole deal is actually on the first screen.

The layout on top of the first screen is simple and clear, a total of three parts, the largest part is the content area of the product that has been analyzed, including text description, price, digital reminder and picture 4 big elements. The right is generally two parts, the top does not have a unified content, according to the site's location and focus here have different content, such as handle is the type of service assistants, to promote consumer confidence in consumption. Some of the mobile phone group buy instructions, some email subscriptions, anyway. The second part of the right here, almost all of the group buying sites are unified, that is the recommendation of other products, which has been a group buying site to enhance the viscosity of the only means.

The secrets of the product (website) Information architecture

In fact, I always feel that the group purchase site is similar to the information structure of the blog, almost the same, I believe that a little change can be done by WordPress is exactly the same as the group. Also because of this, the difficulty of buying a site can be said to be 0, anyone to believe it is very difficult to buy the site "lost", he will have a very clear feeling, which will greatly increase the user's confidence in the use of the site.

Some changes over the last six months

First of all I noticed that the information is to protect, as shown on the page can see the handle, full all provide the business or said: "Support refund." From this point can also be seen to buy consumer gradually a regularization and rationalization, buy only on the time everyone is a taste of the cheap attitude, now buy already everyday words, need some rules and system escort.

Then is the share bar, three sites exclusively use of Jiathis sharing toolbar, I remember early group purchase should not add this share article, there is not standard. This shows that social sharing and social sharing can actually boost sales. Another noteworthy point is that the handle, the treasure of the sharing bar at the top, and the full share in the bottom, I have been very interested to know whether the sharing bar on the top of the page content better or the bottom better?

Differentiated Purchase Location

This visit to 3 group buying site most attracted my attention is the first screen right corner of the module, 3 sites, 3 completely different types of modules, showing a different location of 3 sites and planning for the future.

Handle, here feel the handle is more traditional, basically is used to buy early modules, similar to a service help. Including the website of the transaction security services, customer service phone, this thing is the most useful for the first experience users will be better to increase the sense of trust and security, there are obvious customer service phone is also convenient for users who are not familiar with the purchase.

Full, full place is the label, on the one hand is geographical label, on the other hand is the consumption type label. This is to increase the user's viscosity, but also belong to the middle-level users, the equivalent of an accurate screening or say a guide, so that the need for clear people more convenient to find consumer items. From this function of the exit also see full in a city to open the single volume is also very large, otherwise these labels are all empty content.

The Regiment treasure, the Regiment treasure's quite special, puts is the brand shop navigation. What's the first thing that's going to come to mind? The Business-to-consumer Mall. In terms of business, the company must also sign a long-term contract with these merchants to reach a long-term cooperative relationship. And from the actual results, the regiment may be made into a O2O to do the shopping mall, or coupons to the commercial mall.

Conclusion: Fast culture electric business

and general E-commerce product page, buy to "fast" a lot of, in fact, than the General Electric business to direct a lot, very red fruits.

According to the previous statistics on the group buying network is: Group buy network high flow, low viscosity, browsing time. From the beginning of the analysis of the page, a user from the view of the decision to purchase may only need less than 3 minutes time, and the traditional electric dealer this conversion time is about 15 minutes.