Bank website Construction Case analysis: domain name and dot search

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In user experience research, user role setting is very important. But no matter how close the user role is to reality, are less than real life experience, so this case to the field of personal experience, I believe that a lot of bank site building case analysis of friends help, focus on two aspects, one is the bank's domain name, a bank site function in the network search:

1, the user needs to produce the background:

Recently moved, terrain is not familiar, because of credit cards and wages for the sake of the need for bank outlets to inquire; According to the general user's habit, of course, will not store bank customer service phone in the phone, so the wild chose the online query.

(In fact, every bank card has a customer service phone, but this customer service phone position is often forgotten by the user, mainly the font is too small, and often placed in an inconspicuous position.) If the customer can call in time, although from the cost of the point of view than network services, but from the customer satisfaction of the competitive cost is another matter. )

2, the user needs to solve the way: domain name and search

Open the browser, the first time is in Baidu search "bank short + dot"; there is a common but easy to ignore the problem, first of all, please distinguish the "Cmbchina, CCB, ICBC" These three represents what, probably a lot of people are difficult to say.

This is actually the three major banks (China Merchants Bank, Construction Bank, ICBC) abbreviation, is also a domain name (perhaps some would guess for example, ICBC is ICBC, but the general people may think that such a big company as ICBC, The international domain name icbc.com is her domain name, but the fact is another British company that engages in auto insurance.

Generally speaking, Chinese people are not sensitive to English, let alone a short name, but what happens if we follow the Chinese pinyin habit? Jane Beauty website operations Consultant in the Address bar, enter www.jiansheyinhang.com and www.gongshangyinhang.com respectively, are linked to the same financial class URL navigation site (I do not know whether such a domain name to the station every day to bring a lot of traffic), so even if the use of phonetic domain name can not reach the desired bank site, which is why many users are not directly input address (the other), but through the search engine access.

3, User demand Feedback

From the Baidu input "bank abbreviation + dot" Search results, the results are the most satisfying, the user is very clear that the first is the official bank network address; second is ICBC, ICBC, although the link is also a dot query page, but title and description characters are easy to hesitate; CCB's search results, although the link home, but increased users need two times and many times of trouble.

From the Bank Web site query function comparison, should be the result of the same, the inquiry is the most convenient, the user only choose the city, you can find the desired network (but because of the small network of merchants, only 38, so did not provide zoning lookup).

ICBC in Guangzhou has a network of 425 (including Teller machine), in the nationwide network more, so the way to deal with ICBC is to select the province, and then select the City (dot query home, although the provinces to provide the classification of search, but the fact that after entering or to click More than once).

CCB website of the network is relatively difficult to query, although the user through the search "CCB network", but still want to enter the home page, because the homepage added pop-up window, so there are more than one time to close the window click; Although the homepage has the entrance of the dot search, but the test is useless, such as click to enter after the national map, The choice of Guangdong after the user is difficult to choose, such as Guangzhou has Guangzhou Dongcheng Branch and Guangzhou Electric Power Branch, in the city of Guangzhou where to choose? The fact that the construction bank inquires the entrance is in the other place, in fact the user appears at the beginning of the search, not a form of Web page, but a form to provide download, Counted the dot is 190, although has always felt that the construction bank is convenient, but if a peripheral environment is not familiar with the user, through the network is really difficult to achieve the final demand; the only desirable is the form of the table, you can obviously see the partition network.

Through the network of three bank websites, Jane website operation consultant Wild think there are three key points, one is the query channel to be clearly visible; One is the query level to streamline, shorten the user time; the best one is to support the classification search, otherwise like ICBC 425 outlets, it is not easy to find.

Reprint please specify the Source: Jane website operation consultant Mo Wild Http://hi.baidu.com/huangmanxi