Website Information Interactive Design: The design of the website review page of the electric business

Article Description: understand the Product review module.

The comment module is very important for the electric business. In the world of E-commerce, the user is faced with a picture of a product, can not see touch, has been the buyer's comments on whether the user to buy the goods, plays a great role. How to design a good comment module, so that the evaluation can intuitively reflect the true quality of the goods, three-dimensional goods presented? How to guide the buyer to evaluate the goods objectively and exhaustively? Let's start by understanding the comment module.

I selected 12 representative of the domestic electric business website, the general Comment module is divided into the following types of models:

1, the main comment

This is the simplest kind of comment module, and the Pat and the MAI bag take this pattern.

The Mai bag, although after each comment, played the star, but still did not have a comprehensive score. This form, while highlighting every comment, makes it difficult for users to perceive the quality of a product in general.

2, comments + comprehensive star rating

This comment module, gives a comprehensive score for each commodity, can be perceived in the overall quality of goods. such as Taobao, when, red children, Macaulay, have taken this form. However, each site also has its own characteristics.

Taobao has a filter at the top left of the comment that allows you to select all comments or comments to filter out the default comments that are not helpful to users. In the upper right corner there is also a view of the store evaluation of the entrance, so that users of the overall evaluation of the shop has a knowledge. The total number of points is listed below the comprehensive score, thus showing the reference value of the integrated score.

Dangdang's comments are generally very detailed, and the reviewers ' hierarchical points system has also prompted some users to make detailed comments.

It is also a good idea to separate the title of the comment from the content, emphasizing the title and weakening the content. Users can roughly browse, find the title they want to see, and then go deep into the content. It's better than the whole point.

Red children also have points to encourage the policy and the total number of ratings.

Mai Lin as the focus of women's clothing network, in each comment after listing the reviewer's height, weight, choice of color and size, this information to the users who want to buy a great reference value.

3, good in the difference evaluation, advantages and disadvantages of separation

Some sites put a good score on the evaluation of the comments on the show, users can only look at the difference, to understand the shortcomings of the product, you can only look at the praise, to see where it is. Do a little more detailed, the format of each comment is very careful, advantages, disadvantages, use of the experience of the divided into columns. This leads the user to focus on the comments, rather than aimless comments, and the user can see the comments at a glance.

Jingdong and a shop to the good of the percentage of the difference is also displayed, more direct than the star rating more straightforward.

The new egg is the "service" also as an important dimension listed, this can also encourage businesses to pay more attention to service this piece.

4, the evaluation of fine differentiation

The most typical example is the guest. Subdivide the score into the appearance score and comfort, each with an overall score and the distribution of the scores. In terms of size, there is also a special emphasis on clothing, it is not possible to try on how to choose the right size, this emphasis is also valuable.

The same as the operation of women-oriented dream Bazaar also the size as an important yardstick listed. User scoring is subdivided into three dimensions of comfort, appearance and cost performance.

New eggs are also from the appearance, quality, price, ease of use four aspects of the merchandise to grade.

In this case, it is important to consider whether the critical dimension of the segmentation is necessary and reasonable. For clothes, the appearance and comfort is indeed two different and necessary dimensions, but what is the ease of use? Do most of the users who score and read comments understand what it means? Is it necessary for many products to have this option? If not, the list of options is not convenient for the user, but adds a burden.

5. Comments on comments

More and more websites have the function of commenting and interacting, users can reply to a comment, or they can click "useful" or "no use" to approve or oppose a comment.

This is a good way to judge whether a comment is valuable, and the user can judge whether the comment is universal based on the results of the poll.

One of the most to do is excellence, but also screened out the most useful praise and the most useful difference assessment, to help users quickly and very three-dimensional understanding of this product.

But the excellent comment page looks really like a forum, a lot of information suddenly jump into your eyes, and no primary and secondary points. Every comment also lists the "what is the comment on the product" Such general information, seems very wordy. You can also view other comments from the reviewer, and it's easy to steer the user elsewhere, forgetting your own process and getting lost in a lot of comment information. In fact, as long as the user wants to do things, the most useful information presented to him is good, too much content will only become a burden.

A few questions

1. Comment Encouragement mechanism

Most sites are rewarded with comments and points that can be discounted in cash to encourage comments on the next shopping trip. There are also sites that add bonus points to the top 5 reviewers to eliminate as many items as possible with no comments or little comment.

It is a means to enhance the user's willingness to comment by way of rebate, but how to guide users to comment more autonomously and voluntarily? This is a problem that many social commentators are facing.

2. Do not let the shopper also have the right to comment

Most Web sites are for people who have purchased the product and are willing to make it clear that you have to buy it before you know it's good or bad. Some people will say, like Amazon, everyone can comment on how good ah, but open the comments, will not have a lot of the Navy came to praise it, or not in line with our national conditions it.

I have a question when I analyze these comment modules.

Why so many sites, without open reviews, are all looking at reviews, there is such a large and obvious "I want to comment", and after the click there will be a pop-up box said "You do not buy this product, can not comment," as if they have been played, induced you to click on that thing, and then told you can not point ... The comment module on the product page is not purchased, but the people who want to buy it, it is not appropriate to make a guide comment on the big buttom.

However, for many delivery to the business website, there is no payment and confirmation of the receipt of the process, many people receive things after the page will not go online to look at the order. I would like to comment here, should also be to increase the entrance of the commentary.

3. Moderate Design

The comment module is graded from the initial writing to the comment, and the comment is divided into several dimensions, for the appearance, quality, cost-effective all dozen points, and then to be able to approve, oppose or reply to comments, and then to the most useful evaluation of the difference in the review, you can view the comments of other products, the function of this module has been adding AH plus, From a small module in the product page, the bigger it gets. Now the comment module is very rich and stereo, multi-angle multi-dimensional, but the user will not be lost in this more and more information?

The design of a moderate, functional addition and subtraction, has been a problem for designers, there is no result is not a conclusion. is not to seize the user's core needs, only to solve the most critical problems is enough? Or listen to the broad masses of users voice, meticulous consideration of the user's diverse needs? I don't know. But I will always think about it and try to go on.