How to optimize your site in accordance with visitor preferences

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Car development for hundreds of years, now a variety of operating methods and positions have been relatively fixed, you can say that no matter which car you change, see the basic can operate, this is a century of experience accumulation, user experience has been fully cured down. Look again mobile phone, the development so far 20 years, and the Internet time is similar, but we can find the mobile phone keyboard and computer keyboard format on the curing faster, basically has formed, and the mobile phone interface and computer software interface or website interface, now still in a variety of stages. Because of the flexibility of the interface and the development of time after all relatively short, we can say that the mobile interface and web interface maturity is far from the stage of stability. This is what this article would like to focus on: we have more chances of success in an immature field, and the site is at this stage.

Maybe I will be a bit egotistical, I always think that the site and traditional products are no different, are to meet the target audience preferences, only visitors like to use your site, your site will have vitality. So for the far immature site, we can refer to the development of consumer goods industry in the past hundred years of thinking, the user's habits and attitudes. In fact, also in line with China's ancient saying: "Know each other, victorious." All successful brands attach great importance to the attitude of consumers, no matter from the ancient monarch Sifang, to the modern consumer goods business mystery visitors. From the views of the train to the street often encountered market research, these are reflected in the consumer habits of the attitude of attention, only constantly understand what consumers want, and then according to the requirements to do, in that case, consumers will like to use your things, will pay for you. Therefore, I would like to say: The site should pay attention to the preferences of visitors, according to the habits of visitors to optimize their own web site.

So how do you do it? Website is a new thing, but 20 years, and consumer behavior research has been relatively mature, we can take some traditional areas of consumer behavior research methods for reference to the field of the site. This article from the traditional consumer goods industry market research Method Angle, introduced several in the website domain may use the research method:

Second-hand data research: is to read a variety of existing information and reference to other already existing Web site practices, from which to learn from experience, this is believed that many of our webmaster have been fully used, in this do not repeat;

Deep interview: In the traditional industry, the practice is to meet some consumers, according to a qualitative interview outline, for half an hour to one hours one-on-one interview, you can dig the depth of what the consumers are satisfied with the specific content of dissatisfaction, the specific reasons, and so on. In the field of the site, the use of this approach can be more flexible, we can use the above aspects of interviews, but also in our qq,msn to find a willing to accept the visit of the object, to communicate, its efficiency will be very high. The key point of this approach is that you have to prepare a standardized interview outline so that you can summarize something in common after interviewing 10-20 interviewees, rather than making decisions just by feeling. And the information points collected at this stage can be used as an option material for the next phase of the quantitative survey.

Focus Forum: In the traditional industry this approach is relatively luxurious, but very effective, introduced here, interested in the strength of the webmaster can simulate operations. The focus of the symposium is to invite 6-8 consumers to a conference room, guided by a moderator, work with products and discuss ideas with each other. The entire process has recorded recordings, and in the next room there is a glass that is called single-sided-oriented, and researchers can directly observe the consumer's physical response. For the site, the simplest way is to go to the Internet Café, invite a few players, tell him the Web site, let him go to visit, you are watching his every move, basically can achieve results, the cost is much lower, big deal pay 1-2 hours of internet fees.

Mystery Visitor: This method for research on a certain scale of web sites, and have customer service staff's website is the best way, by the main site to hire some people who have never visited this site, ask them to visit this site, and try to use the website all or specified some functions, and customer service personnel to communicate, record the whole process of feeling, Including satisfaction and dissatisfaction, form the report, provided to the site owner, as a reference for site improvement and optimization. The only disadvantage is that the cost is higher and the operation is more difficult.

Questionnaire Survey: This is the most commonly used market research methods, because this method is a quantitative survey, with a certain number, can get the guarantee of probability, credibility is relatively high, the survey method is also developed the most mature. So by the consumer goods companies in large numbers. The method is in accordance with the needs of the webmaster to prepare a questionnaire, to choose the main problem, its options can be based on the webmaster own experience, conditional can also be based on the earlier in-depth interviews, focus on the forum, the mysterious visitors gathered opinions summarized. And then publish the questionnaire to the website, anytime and anywhere to collect feedback from visitors, so that the webmaster can at any time to see the feedback results of questionnaires, which often have some unexpected, but the visitors to the point of view of the dream of people's important suggestions can be excavated, which is very important for a site improvement. If you feel that the questionnaire is difficult to draw up, you can refer to my appendix to the example provided in the following, through such a questionnaire, can basically understand the initial visitors ' habits and attitudes, if need more in-depth detection, it must be based on the characteristics of the site to carry out a questionnaire customization, This needs to be interested in the webmaster himself more time. The quantitative questionnaire needs to be statistically and analyzed after the data is collected, which is a bit of a hassle, as we provide a Web site called Deep Understanding (http://www.3651230.com), which provides the ability to publish questionnaires. This questionnaire has been posted on the site as long as you register the site and cite a set of universal questions: Site visitor satisfaction Survey. Then the link to the topic posted on its own website, you can always log in the background to check the feedback of the visitors to the results of the statistics. This service is one of our research subjects, and the whole process is free at present.

Fixed sample tracking: the long-term development of the site also need to consider a fixed sample continuous tracking, this is actually not difficult for the site, compared to a lot of sites are registered users, as long as the regular irregular to send them an invitation to investigate, Then compare the previous survey results to see which aspects of the site has been improved, which aspects are not yet, or where the new problems emerged. This thing in the traditional industry is basically unable to do, or the price is very high.

As to understand the feedback of the visitors, how to modify the site, I believe that the webmaster than anyone who have more clear how to do. Of course the site itself needs to have a good idea, itself needs to be valuable to visitors, this is a big strategy, this requires webmaster to grasp their own, this article is just hope in the specific implementation process, how keenly aware of the attitude of visitors, and adjust the way to play a role.

If you have like-minded, welcome to email:1240492179 (#) qq.com

Background: I have worked in market research and consulting company for more than five years, and have been devoted to the research of website experience for nearly five decades. Director of the Internet Experience Group at Fudan University China Marketing Research Center.

Annex I:

Interview outline

1. What is the first three clicks you visit to open this website?

First click:

Second click:

Third click:

2. How long do you think it will take you to see what this site is for? A minute? or longer?

3. What do you think you can do to achieve this site or to meet your needs?

4. What are your specific satisfaction and dissatisfaction with the layout of this website?

5. What is your specific satisfaction and dissatisfaction with the art design of this website?

6. What are your specific content and dissatisfaction with this website?

7. What are your specific satisfaction and dissatisfaction with the frequency of this website?

8. What is your specific satisfaction and dissatisfaction with the depth of the analysis of this website?

9. What is your specific satisfaction and dissatisfaction with the analysis of this website?

10. What is your most satisfying place for this website?

11. What is your most dissatisfied with this website?

12. Do you have any comments or suggestions on this website?

Annex II:

Website Visitor Satisfaction Survey

In order to better provide visitors with the most suitable content for visitors, we hold this survey, your comments are very important, we would like to hear your comments or suggestions, we will soon your comments or suggestions reflected in the next version of the update.

1. Where did you know/heard about this site from the earliest?

A. Search engine

B. Online advertising

C. Network news coverage

D. Traditional media advertising

E. Traditional media coverage

F. Introduction of Friends

G. Other, please specify: ________________

2. Where did you see the relevant information on this site?

A. Search engine

B. Online advertising

C. Network news coverage

D. Traditional media advertising

E. Traditional media coverage

F. Introduction of Friends

G. Other, please specify: ________________

3. How do you enter this site today?

A. Search engine

B. Online advertising

C. Links to other web sites

D. Enter your own web address

E. Reading from Favorites

F. Other, please specify: ________________

4. How many times have you visited this website?

A. 1th visit

B. 2nd time

C. 3rd time

D. Approximately 4-10 times

E. Approximately 10 times

5. How often do you visit this website on average?

A. Every day

B. Every 2-3 days

C. Weekly

D. Monthly

E. When necessary

F. This is the first time

6. What is the main purpose of your visit to this website?

For online Entertainment, for example: listening to music, watching video, playing games

For information acquisition, for example: watching news, search engines

For communication, for example: Instant messaging qq,msn, email, forum

For business transactions, such as: online shopping, payment, stock market

To pass the time without purpose

Other, please specify: ________________

7. Are you satisfied with the layout of this website?

8. Are you satisfied with the art design of this website?

9. Are you satisfied with the text content of this website?

10. Are you satisfied with the updated frequency of this website?

11. Are you satisfied with the depth of the analysis of this website?

12. Are you satisfied with the analysis angle of this website?

13. What is your overall satisfaction with this website?

A. Very satisfied

B. A little satisfied

C. General

D. A little Dissatisfied

E. Very dissatisfied

14. What columns do you most satisfied with this website?

15. What columns are you most dissatisfied with this website?

16. Would you please describe the specific dissatisfaction?

17. Your gender?

A. Male

B. Female

18. What is your age?

A. Under 18 years of age

B. 18-25 years old

C. 26-30 years old

D. 31-35 years old

E. 36-40 years old

F. 41-50 years of age

G. Over 50 years of age

19. What is your highest level of education?

A. Primary and below

B. Junior high School

C. High school/secondary/technical schools

D. Post-Secondary/high-level

E. University degree

F. MSC

G. PhD and higher

20. What is your personal average monthly income, including bonus and temporary income?

A. No income

B. Less than 500 yuan

C. 501-1000 RMB

D. 1001-1500 RMB

E. 1501-2000 CNY

F. 2001-3000 CNY

G. 3001-5000 yuan

H. 5001-10000 CNY

I. 10001-20000 yuan

J. $20001-50000

K. More than 50000 yuan

L. Refusal to answer

21. What is the average monthly income of your family, including bonus and temporary income?

A. Less than 1000 yuan

B. 1001-2000 yuan

C. 2001-3000 RMB

D. 3001-5000 RMB

E. 5001-10000 CNY

F. 10001-20000 CNY

G. 20001-50000 yuan

H. More than 50000 yuan

I. Refusal to answer

22. What is your position?

A. General manager, chairman

B. Senior management

C. Middle-level managers

D. General Staff

E. Unemployment

F. Other, please specify: ________________

23. What type of occupation do you have?

A. Institutional workers in the Party and party organs

B. Corporate/company General Staff

C. Corporate/Corporate Managers

D. Professional and technical personnel

E. Rural migrant workers

F. Industry, service workers

G. Self-employed

H. Freelancers

I. Agriculture, forestry, animal husbandry and fishery workers

J. Academic

K. Retirement

L. Unemployed/Laid-off/unemployed

M. Other, please specify: ________________

24. What type of city are you in?

A. Municipalities: Beijing, Shanghai, Tianjin, Chongqing, etc.

B. Capital cities: Hangzhou, Nanjing, Kunming, Harbin, Xian, etc.

C. General cities: Weihai, Quanzhou, Zhanjiang, Hanzhong, etc.

D. Rural

E. Foreign

25. Please leave your email address or other contact: