E-commerce site purchase desire and purchase goals

As a consumer, do you have an experience like this: You bought a book for three years in Dangdang, but you never pay attention to the first page of the book channel, you do not pay attention to the banner of the book, and almost never used the book navigation catalog.
You only use one function: search. On Taobao, you probably do the same: search, then filter, sort, and buy.

As a product manager, you plan the site navigation, search, channel home page, the topic of these four stations entrance, you ever mind, they are facing different user groups; this different user base, some people only concerned about product prices, Someone pays special attention to product introduction and comment?

Design e-commerce site's starting point is to understand and segment your users, such as new users and old users. Another important dimension to user segmentation: is active and passive users:
Active users: there is a desire to buy and clear purchase goals, decision-making more independent, less susceptible to interference;
Passive users: the desire to buy but no clear purchase goals, need to be guided and stimulated;

For active users, take the traditional bookstore, for example, to go straight to the target bookshelf or ask the buyer xxx books placed where to buy on the go.
Internet scene is this: you are Kai-fu Lee fans, one day he recommended a book "my success can not be copied", presumably you will go straight Dangdang, then search, and then add to the shopping cart.
Or that bookstore, if you run into its anniversary, it is bound to go in, because there must be a discount, this wandering behavior is the passive user.

I have the following to buy a book website to play because, because of its typical, well understood.

Speaking of inbound traffic If a user enters your site via a book title, of course, the Landing Page is on the book detail page. This type of user, your homepage and product navigation, is purely a decoration, because he is an active user: a clear goal.

If a user enters the homepage through a brand ad, then you should recommend some books that may be relevant to him. For example, he came from a medical website, home first two screen can be considered a medical or health class; if it is a travel website, it should be .... Because he is a passive user: the goal is not clear, you need to guide him.

Of course, this site design is too high, at present except Amazon, Dangdang did not come to this step: personalization.
You go to Jingdong looked at a power outlet, and then you go to the Amazon home page, the magic of the recommendation took place ... Technical realization may be based on http referer header, that is, the previous page in the product category.

There is an exception, if the user search the site name, and then re-enter the site, you really do not know whether he is active or passive, because many users are reluctant to remember domain names, such as amazon (which is why well-known website in search engine hot list Are hot words). After he enters the site, he may go straight to the search box or start a trance on the homepage.

About Home When you know the original active users and passive users of the points, may be a sense of frustration arises spontaneously: I design such a gorgeous home page, but also every day without painstaking renewal, unexpectedly rare? You can do a compromise thing: the first screen manually recommended, the other screen simple machine recommended.
There is another argument: my home page is recommended hot products, accounting for my daily sales of 20%, so many people are concerned about the home page. I can not help but ask, are you really sure they are not coming from search and then generating a purchase?

If your website is 70% of the old users, will be back and forth every few days, for such passive users, home related products, the relevance and quality of the key, especially the Banner column and limited time to buy. Like the leaderboard category, is entirely for passive users.
Internet shopping users, I heard that 70% of the purchase of a clear goal.

About navigation and search Navigation and search are the most central entrances to any eCommerce site. Due to the difference between the categories, the emphasis is different, and the products that require high specifications and functions are mainly navigated, such as footwear, home appliances and mobile phones.
Such as books such large quantities of non-standard products, or search-based, supplemented by navigation (navigation and search traffic distribution can be seen).

For sites such as books, such users must be passive users if they navigate through the directory navigation to the listing page: There is no clear goal for the purchase. What he bought, mainly depends on the first, second page of the product list, that is, the recommended order. The so-called recommendation, that is, the relevance of the product, not familiar with the user preferences, the general is the recent sales, praise, shelves time, traffic, the amount of a combination of weights.

Of course, this also has a problem, that is, it is always recommended hot books, new books, those classic old books have been left out. A classic old book channel? Or in the book detail page in a module: related to the classic book? Or, just wait to know its buyer, search to it.

For designers, you can recommend some special topics or promotions to the user when designing the navigation list page; while searching the list page, it is best to be clean and avoid noise, allowing users to make faster decisions and placing orders (the list page is the transition page ).

About product detail page Whether through navigation or search, finally enter the product detail page. When the user has a desire to buy the product, his most likely intention is to find a replacement (such as the price of mobile phones) or add-ons (such as related books, iPad leather case), which is the commodity "related recommendations" commodity.

Looking for alternatives: There is a desire to buy, but there is no clear purchase target, he is a passive user into the detail page. Commodity details of the information, product reviews are very sensitive to him, because he is in the commodity understanding stage.
Looking for additional products: the desire to buy, but also has defined the purchase goal, he is active users into the details page. He is not too concerned about the details of the goods, and the price is more sensitive to him because he is in the buying decision-making stage.

For the promotion from entering the detail page of the user, most of them have the desire to purchase but no purchase goals, he not only concerned about the price itself, the product details are also demanding, because the user purchase decision-making process point of view, must be on the product Have enough understanding of itself, will consider placing an order.

For search from entering the detail page of the user, we must break down. From the full name of the product (such as "Chief 2"), and from the entry of goods into the property (such as "official fiction"), a proactive, one is passive (you recommend one to me, but to "Official novels" Oh).

So I've been emphasizing that the recommendation system is the core infrastructure of the e-commerce website. Among them, the personal attributes from the perspective of personalized recommendations, from the perspective of the attributes of the product is related recommendations.
Recommended system, mainly for passive consumers. Recently popular social e-commerce sites, such as Mushroom Street, said beautiful, are for passive consumers. The essence of such websites is to provide shopping guide service, that is, Taobao guest mode. Like Amoy such parity sites, mainly for active consumers.
You search the Amazon "No. 2 Chief 2", magical relevance recommended appeared, such as "provincial team", but Dangdang it, the gap ah ...

About promotions and special promotions, mainly to enhance the desire of consumers to purchase, but for those who have a clear purchase target, the appeal is not large. It is mainly for passive users, so the purchase of such passive users desire, into a clear goal of the purchase, we must rely on the recommendation system. Topic is a recommended way, such as the spring, "give father's health book."

For direct-to-search active users, promotions are often helpless. If you have a Taobao shop, 90% of the traffic from the off-site search, if you station promotion, the estimated effect will not be too optimistic (Taobao double eleven we verified).

Since most active users turn a blind eye to the banner section of your homepage (Promotion Entrance), you can consider implanting a text bar promotion on the product detail page as it reinforces the consumer's determination to buy in the "product understanding, comparison" phase. It can also be helpful for users who land directly on the product details page.

E-commerce site sales structure, may be 40% from the site search, 40% from the directory navigation, 10% of the home page, channel home page and topics, 10% of related recommendations.
Home and related recommendations, the total station traffic and sales ratio is higher, indicating that the more passive the user, the more loyal (what you recommend what he bought).
If the station traffic entrance is mainly search, you really have to think about your users, it is estimated that most are new users.
I heard amazon recommendation system generated sales accounted for more than 30%.

A word summary:
In product design, for active users, to enhance the efficiency of the purchase; For passive users, to strengthen the relevant recommendations.

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Source: http://zwchen.iteye.com/blog/1439259