Consumer Mall Please keep up with the search times (i)

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Contact the internet for nearly seven or eight years, looking at the development of the Internet, and even the development of e-commerce, the whole process, suddenly some want to write something impulse, after all have been engaged in the Internet work for a long time. The first gun will be to comment on the popular shopping mall right now.

The first question I would like to ask is, for example, what is the user-point classification?

This problem may rarely be considered by many business owners or operators. Because from my contacts and large area of research domestic consumers found that most of the operators and program designers are considered, and carefully classify their products, do a good business will have a large number of labels for a wide range of classified products, so that users can find the corresponding products as far as possible. But, did the user do it? or is it that the meticulous classification allows users to find the product they want? It can be said that most users do not have the patience to click multiple times to find a product.

Statistics show that every time you need to click a mouse, One-third of users choose to give up. This means that 100 visitors to our site, if you need to click three times to find what you need, then there are only less than 4 people left.

I would like to ask you operators of the operator, your station a day and how much IP, bounce rate How many? How many pages per click? What if you still haven't found the product you are looking for after three clicks?

This is the waiver rate. Let's take a look at the probability of becoming a user and the probability of actually being able to order a transaction.

According to data statistics found that every 50 IP, may bring a back user, every 20 back users will bring an order user. That is, each 1000 IP may bring 1 orders. This is the number of cases where you get the product you want.

That plus the rate of waiver to comprehensive statistics, 1 orders, how much IP do you have? If three clicks just find the product, that will require 25,000 of IP to promote 1 orders, if two clicks to find the product, only need 2,500 IP; the cost is reduced by 10 times times. As can be seen, as long as less than 1 times, the cost will be reduced by 10 times times. No wonder most of the Business-to-consumer mall is so attached to classification and labelling.

But is the client ready? I can say this: the meticulous classification and label can not meet the user's choice.

For example: If a product conforms to multiple functional classifications, how do you choose to classify the product?

Putting in any category is not the most correct. The consumer will then label the feature and label it for two sorting. But when the label and classification repeat, users will also be confused? Even if the signature and classification name does not duplicate, when the user chooses the appropriate label, only in order to find a single function of the product, these users do not like the multi-functional products, for users, is equal to no product found.

So, the question once again: when you can not meet the user's choice, why let the user point classification?

Is the good classification set valuable? There! For the old users, when you do not know what to buy products, slowly browsing access to information is a very good role. Careful categorization is not much use for new users, or for new visitors. The cost of developing new users is 5 times times that of maintaining old users. So it's not easy to get a new user.

Said so much, in fact, is to solve a problem, so that users with the fewest clicks to get the information he wants, from the program, that is, to find a logical shortest path.

How can we solve this problem? The answer is "in-site search."

According to the survey, 68.3% of Internet users often use search engines. Most people are used to searching to find what they want, rather than looking down at one level of the column. Visitors to the site are not accustomed to seeing the familiar buttons (we mustn't let God feel unaccustomed). Psychologically, people are prone to boredom if they are not accustomed to something, which is why you feel particularly far away when you first go to a place, and it disappears if the road is ripe. It seems that for God we also need to use site search.

Users are now accustomed to Baidu and Google search, if the company also has a strong search to allow users to direct their desired products, sales growth will be very different. We cite several well-known domestic web sites.

When, excellent, red children This batch of commercial shopping mall have their own site search engine, recently Jingdong Mall also launched a new search engine, see these first-line mall understand the importance of search engine after all in the effort to make the user experience, the user to find a product path shortened, and the second line of the mall in what? Still working on the classification, thinking about the label. Gap, this is not the product itself, but the gap between the thinking idea. Even if your price than excellent when it is cheaper, but your site search can not let users find, is not wasting the opportunity to show their own?

Now is the search of the times, there is no site search engine has been a symbol of identity. Netizens mentality is: I do not use, you do not, if you do not mean that you are not professional. In order to establish the image, also need to use the station to retrieve. Every second line, are you ready? Do you want to upgrade to the first line? Or do you want to prove that you have a first-line mall's strength? Search in the station!

Some businessmen may feel that their site has a search function, how to talk about no search engine? There is a difference between search function and site search engine. Please follow the footsteps of the search times in the next article, "The Consumer Mall" (b)--What makes the user tick space?

Wei Chen