The shopping process design of the c2c and the Electronic Business website

Swimming in the major electrical network of your website, in the online shopping I do not know if you have noticed a little different?

Open the specific product content, visual style, memories of those we are familiar with the product page ... Of course, here is not to play people to pick up the game, need to look at the fine branches of the small. We can experience it from the details of the interface, and we can even squint to find something.

Kiss, did you ever think of anything different?

Well, the answer: The difference is the purchase button on the Product Details page.

Holding the spirit of ask why to stroll around the other electric site, not found that this may be related to the type of electronic business site. For example, Taobao, Pat belongs to the type of c2c, there are obvious "direct purchase", "Add shopping cart" button; Jingdong, Ishun belong to the type of the Business-to-consumer, only the "Add Shopping cart" button. What is the consideration of this design?

The following is a personal analysis of the author, I look forward to making bricks, add:

The difference between the platform determines the role of the shopping cart

First of all, from the platform nature, C2C is a multi-store system, equivalent to the store's shopping experience; The Business-to-consumer is a single mall system, equivalent to the shopping experience of large supermarkets.

Multi-store system that is the shop is distributed around, can be compared to the real life of shop-style shopping. Store is not the exclusive logistics system, so in the c2c after a single payment also need to be online to confirm receipt and evaluation. For the same kind of goods in different stores may have a variety of prices, and the price is determined by the seller. We click on "Add to Cart", will stay on the current page, so the shopping cart here is more inclined to continue to buy in our shop.

The Business-to-consumer can be compared to the real life of the large supermarket shopping, is a single mall system. There is a unified product label, the only commodity price, has its own exclusive logistics system, offline after the signing of the receipt without further confirmation of receipt. In the "Add to the cart", will jump to other pages, because no matter where the jump to all or belong to this mall, so here the shopping cart emphasizes the overall concept of the site, that is, all goods for one.

1 Action Buttons VS 2 action buttons

To be sure, most users will buy a single item on an E-commerce site. So from the purchase behavior, "buy Now" should be the user most need the operation. If there are only 1 buttons on the interface, the most should be "buy now" instead of "add to Cart", but why does the consumer only use "Add to Cart"?

As you can see in the experience purchase process, the "add to cart" of the operator can complete all the purchase operations. After users "add to the cart", the site asks the user to settle or continue shopping, adding one step for the user to buy immediately, but also increases the likelihood that the user will choose more products. Perhaps we can think of the design of the company as a means to promote consumption, similar to the design of the Ikea Maze shopping route: The unique store route design allows Ikea to create an amazing achievement----up to "60%"--not just a furniture store, but all stores. The purchase is not within the list that the customer originally wanted to buy. (The following picture is Ikea shopping map)

And for c2c, most sellers are small shops, will "plan to consume" as soon as possible "to cash" is the most important task. The longer the purchase process, the more buyers will look at the stores, the more they will be compared, the greater the turnover rate will be. Therefore, in the c2c "buy Now" let the sellers enter the order page as soon as possible is the most critical. However, the "Add to Cart" Merge order feature is not small, so c2c will fit two buttons.

In addition, Taobao did not have a shopping cart function in the early days, then it is to be able to combine orders, avoid postage superimposed, plus a wealth of promotional activities, so only added shopping cart function.

Differences in shopping flow

The differences in business models not only affect the user's purchase behavior, but also affect the entire follow-up process.

C2C Logistics system by each seller's own customization, what logistics they want to use what logistics. In other words, do not send shipments, when the delivery is not unified management. In this mode, Taobao and users have to pay attention to the product when the arrival, the arrival of users also need to sign online, evaluation and so on. Users must take these processes are finished before the end of the purchase, or will not stop prompting you. (The following picture is Taobao's purchase process)

The difference is that they have their own, unified logistics system. From then on, the site can ensure that every shipment is delivered on time, and the quality is not a problem. So the attention of the user only need to pay attention to "submit order", other to do completely online under the can, in fact, there is no sign on the online option. (The following picture is the purchase process of Jingdong)

It is clear that the buyer's attention is less information and the shopping process will be much easier. Differences in the personal center structure

First look at the Taobao and Jingdong Mall's Personal Center page:

It is not difficult to find that Taobao has a strong personal center system, and even the left navigation bar is not enough to occupy the horizontal navigation tag. and Jingdong horizontal navigation bar shows the other module tags, jump to other pages when the head of the navigation tag will not change.

What is the benefit of doing this? or back to the previous argument, the client expects users to buy as many things as possible, and the personal center should be able to easily return to the purchase page. and c2c because of the huge management system, buyers and sellers of the common platform, there are many special tasks to deal with, so it is independent.

Written in the last

The design of the purchase button will be different because of the different types of the electric dealer's website. As a result, the shopping cart plays a different role in it, it also affects the subsequent purchase process, the structure of the Personal center module. In short, different business models of the site, for users to create a shopping experience is also different.

The above is based on the day-to-day use of the two types of consumer and c2c on the web site of some of the details of the analysis, because there is no actual data support, perhaps the analysis is not very perfect, I hope to have this design experience with colleagues to more exchanges, with a view to perfecting this article.

Article Source: Tencent CDC