Analysis of well-known sites

In recent years, e-commerce development is unstoppable, and this year, the independent shop, shopping platform are everywhere, and have a firm footing. Now so many shopping sites, we have to screen some of the more well-known sites, and to compare and analyze the advantages and disadvantages.

Objective: Because shopping itself is a very complex, there are purchase and purchase two aspects, this article mainly analysis purchase process, and find the best purchase experience.

Scene：

Only analyze the purchase process, assuming that the buyer has found a target item to buy in kind. Unified take Alipay to pay. Because not all platforms support non-members to buy, so this assumes that the user is a member, for the non-member shopping flow of the comparative analysis of the single article after the analysis. The receipt address is unified.

Analysis：

First of all, we define a good shopping process should be what it looks like, in fact, is to step less, buy fast, the most ideal of course is the idea of the income, but not smart-looking design.

Action Steps (the exclusive window floating layer is also counted as a step):

Let's start by simply counting the steps of each site's purchase, because it's a better quantification.

Taobao Pat when Beijing East 1th shop is not the first time to buy/buy 1 pieces 1 1 3 4 3 Not the first time buy/buy multiple/Same seller 2 2 3 4 3 Not the first time buy/buy multiple/Multiple Sellers 2 2 3*n 4 3 first buy/buy 1 pieces 1 2 5 6 4 First Buy/buy multiple/Same sellers 3 3 5 6 4 First time buy/buy multiple/Multiple Sellers 3 3 5+3* (n-1)-

From the table to see Taobao and Pat two platform is basically the same operation, the only difference is only a monopoly floating layer of the front-end performance of different; Incidentally, the other three electronic shopping platforms, all of which have to be purchased by the shopping cart, And the extra operation is the receipt address and the logistics way of the layer of confirmation on a lot of unnecessary operations, this is mostly for the system robustness of the technical problems have not been well resolved, only when the add to the cart after the independent jump page to prompt the operation of the results of the practice is superfluous.

Operation Details:

Taobao and Pat in the general purchase process in the same situation, the details of the product competitiveness of the important embodiment of our following mainly on the operation process of the details of the difference between the analysis. Since the two processes are the same in the absence of logins, the process is unified, so the following only says the logged in scenario.

1 multiple models of the same product

Taobao:

Pat:

Also buy the same thing, but the size is different, we will know that the same goods, for sellers, they do not want the same product to repeat the addition, for buyers also want the same thing can be selected in one place, because only size is different. I think as long as Taobao has had a purchase experience of how many encountered this thing, its convenience to do more to explain.

As for the PAT did not do should only be technical input on the problem, in this too much elaboration.

2 Add cart Tips

Taobao:

Pat:

First of all, the most just feel, Taobao yellow, warning, UI unified "go Shopping cart Checkout" button is very eye-catching, next to "stroll" also and "go Shopping cart settlement" button a small, each other highlighted.

By contrast, the two key buttons of this cue box are designed to be casual, very conventional in the outsider's perspective to express the use of these two buttons, especially the "View cart" text, there is no impulse to pay, for the primary network users may also be unintelligible. In this cue box, it is worth noting "view the seller's other items", what scenario would the user need this button for? The user bought a freight and commodity price equivalent goods, want to buy some more, will feel no loss too much in the freight. But we noticed that this box requires the user to trigger the "Join cart" to appear, that is to say, the user is sure to buy a number of items in advance will trigger the appearance, so this hint of "cost-effective" is not high, but in this small space affect other users do not have this demand for the main flow of operations, My suggestion is that it would be more appropriate to put this hint on the shopping cart page.

There is also a detail in the pop-up box location, Taobao should also be specially handled, just block two purchase button, so that the purchase process is always on a main line, will not produce branch of the possibility.

3) Order Submission page (single piece)

The analysis of the access counters from the previous mall shows that there are a lot of prospective paying users who will be missing from here, this is a very critical page, so try to keep this step simple and smooth.

How is it simple? Let the user operate less, fill less, see less.

Taobao is again better than Pat, which is the biggest reason is the entire page layout is different, Pat is 1 columns, Taobao is 2 columns.

I want to clap is want to make the process smoother, single, so use a single layout, but also immediately brought the drawbacks--page height increase. Taobao's form basically in the first screen (including 1280*768) basically can show completely, even if I have more than 5 of the delivery address, and Pat at the receiving address at the interval is too large, more pull the page height gap. Although the shot in the mode of delivery of the selection box to compress the height of the line, but in such a need to contrast between the options (especially the digital contrast), the vertical arrangement is significantly better than the horizontal arrangement.

Taobao is not without shortcomings, Taobao "show all the Address" link out of the user's operation line of sight, suggest the reference Pat also placed in the bottom of the list of receiving address.

Overall, in the direction of Taobao or above, just in the details of their own.

PS: Coincidentally, Taobao and Pat in the "anonymous purchase" of the selection box is not to click the text to choose, careless to a place, hehe

Comments：

After the comparison between the two, if in the absence of new product requirements, the full score is set to 10 points, Taobao I give 8 points, Pat 7 points. I think the experience from the process is very simple, the next work can be based on data analysis to do some intelligent attempts, such as different kinds of goods, physical or virtual? Different price, different areas, different use of proficiency of users ... Discriminate according to these (some categories of goods are already being done, such as game trading).

First of all so much, I hope we can make more bricks, hehe. The next time you are free to write an article on the selection process of comparative analysis.