Visual design analysis of Business E-commerce website

The most recent study of consumer experience in a consumer platform is to make it easier for consumers to buy the products we sell. The result of the study is that all sales on the consumer platform are based on consumers ' habits. Generally speaking, on the basis of price comparison, consumers are generally perceptual + rational purchasing decisions. Of course, there are extreme emotional consumers, like some ladies, because the beautiful appearance will pay a great price to buy their favorite products, see sexy underwear men, because the impulse will buy sexy underwear, or the extreme rational consumers will be the product they want to observe and judge very confident, and then can buy. But on the basis of comparison shopping, consumer's shopping decision becomes complicated, but now China's comparative shopping platform is not mature, simply do not study. Today, just for example, the clothing class consumer platform, in the long extension interactive many customer's implementation experience, based on the impact of consumer decision-making details.

In the network shopping, people's information basically all good through the eye obtains, therefore the visual signal design, in the clothing class consumer platform is especially important. The visual signal includes the layout of the website page, the overall color, the single product picture display, the product color collocation, the product brightness and the contrast, the promotion and the price signal, these all belong to the perceptual signal. When consumers have a propensity to buy, they need to use rational signals to achieve sales, and here the important role is pricing, product descriptions, and consumer reviews.

First, the layout of the page.

Follow the consumer's page browsing habits, to carry out product layout, as far as possible to follow the rules of visual browsing, so that the consumer's visual perception is very good, this is not detailed here, Hong Chenghao's next article will carefully explain the page layout and the Web site of the customer platform construction.

The overall color, one months ago in the old Hou's Product Network Research page color, from McCann Miss Zhang Lijun summed up the page color collocation problem. At that time, the old age of the net used in the color is very miscellaneous, and are neutral color. Face such color collocation, Zhang Lijun said, such color collocation appears very dirty, a bunch of middle color match together let people's vision feel very uncomfortable. The ideal collocation is two kinds of pure color collocation, contrast is stronger, and the visual effect is good, fit the homepage of the website design. For example, Vancl's home page is white for the background, black for the frame, Brown as a font, it seems very fashionable and solemn. For the color matching I know also not much, before with Yi You Wind fire family eldest brother chat when he and I explore the color collocation of the five-element theory. For example, red for fire, black for water, two kinds of phase gram color together, strong elements (water) accounted for less area, the weak element (fire) accounted for a lot of area, so the overall color on the visual effect is very good. The same truth, gold (white) Kemu, wood (green) grams of soil, soil (yellow) Keshui, water (black) grams of fire, Fire (red) Gramgold, also in accordance with the principle of matching, the color matching with interested friends can practice.

And for a single product picture, it is more important. By careful study of a large number of Business-to-consumer platform of men and women underwear (not sexy underwear) pictures show. Found that men's underwear generally have several ways to shoot, pure product pictures, models of the whole body, models of local map. Through the survey of sales data I found that sales are better than the local picture of the model. In particular, men's underwear with muscle male row of the side of the product picture comparison can make female shoppers (more women buy underwear for female customers) associate with male power and masculinity, and then create the desire to buy. But if the scale is not grasped well, with the model of the local positive photos, but also a certain part of the male highlighted particularly obvious, but let the female users have a sense of rejection, not conducive to the realization of sales, this is probably the so-called implicit beauty bar. The truth about women's underwear is almost the same, but the way of expression to the best highlight soft. and the best choice for a model is neutral complexion and stature, which makes it easier for ordinary people to accept. For underwear products, the effect of the whole body is not very ideal, because the consumer's attention is not easy to focus on the product.

The current apparel class consumer platform has many products display, as a promotional or repetitive sample, the eradication of the experience of the Dragon extension interaction, more than 3 of the contrast is very obvious similar products displayed together, through different angles to shoot and display can achieve more ideal visual effects. For example, the shirts and polo shirt of a number of product display has been proved to be practical, this display is also suitable for underwear, trousers and other clothing, but not suitable for suit and business attire. In contrast, must highlight the brightness of the product, high-grade clothing must be enough brightness, this point should be paid attention to.

In product pictures, prices and promotional signals are personally considered to be very important factors. For example, "68 initial experience" must be different in the corresponding product pictures, so that the price to stimulate the consumer's vision, and thus affect the brain's judgment. Especially in the case of other products, if everyone's style display photo quality is not much, the price signal highlighted on the more likely to attract shoppers attention. Similarly, some businesses globrand.com will promote the promotion of the signal is particularly obvious, such as in the picture marked "3 pieces of equipment" or "200 free Shipping", practice has proved that the strength of the effect of decreasing order, respectively: Price signal > Promotional signal > Product number.

The above is the perceptual signal, these are in the shopper's meaningless situation to guide and influence them, but when they produce purchase tendency, need rational signal to induce consumers. The more important 3 elements are: Price, product description and consumer review, in fact, there is sufficient reason to persuade consumers to buy.

First of all, the price tag, the general current pricing has several forms: multiple packages of comprehensive prices (such as 5 pieces of POLO499 yuan), a single product of the critical price (such as 59 yuan shirt), market prices and product price comparison (such as the market value of 99 of the price of 1 yuan). In the practice of the Dragon Extension interaction, the comprehensive price of many packages is not very ideal, although the price of a single piece is not high, but the total prices are relatively high, also let consumers feel expensive. And the critical price policy allows consumers to have a better price experience, as the experience price is more appropriate, the market and the current price of the comparison, is currently commonly used prices tag, but pay attention to highlight the advantages of contrast and highlight price. Lontro CEO Suyi's view is that "the so-called cheap is not to let consumers really take advantage of the cheap, but to make consumers feel cheap" is the truth.

Product description is to persuade shoppers to buy the main force, its role is shopping malls in the shopper. In the winter of 06 I remember a special fire on Taobao with a coat one of his characteristics is the product description to do and its fine, not only has a lot of clothing photos, as well as buttons, taste, cuffs, product material labels and other features, the written description of the special clarity, Such a statement makes no sense to persuade consumers who have a buying intention. But in fact, our current platform for the company, the product introduction can do this little, to apply a friend of the word "product description is not as good as C, we do not install B".

The last one, is the buyer's comments, of course, if the real comment here, do not take consumers as fools. When shoppers want to buy a product, and the last little bit of determination, the previous buyer's real comments on the role of the finishing touches. Think about it, if they see someone who has bought it in the product interface of Wow's underwear and say, "Good, feel good, wear very comfortable" "Hong Chenghao recommended is really good things, is ready to replace the underwear in the home to modal" information, I believe this shopper will definitely click on the purchase button, Increased profits for your business.

After editing this article will be included in the "business of the operator-Web business Success" is expected to be published in December 2009.