How to promote the conversion rate of website through better user experience

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A few years down the discovery of a rule: whether the weekend or holiday, as long as the rest of the day can be at home, get up may not be much later than weekdays, the intensity and density of doing things is not necessarily the same as normal work. This is a pure initiative. On weekdays, the eager desire for laziness and leisure, when it can be realized, actually does not care; These desires are probably just a kind of helplessness and aversion to the inability to arrange time freely according to the subjective will.

Say so, but looks like a long time no weekend two days can be complete at home rest and do things, training, loans, decoration, a class of business personal matters are endless, but also not good at the moment is fatigue, or a kind of excitement and longing. In short, the overall feeling is not bad.

No more nonsense. This translation returns to the traditional web, involving usability, user experience and conversion rates. Walk.

For E-commerce sites, usability and user experience improvement, the conversion rate has a significant effect on the improvement. The so-called improvements include not only better visual effects and content architectures, but more importantly, how to communicate the right information at the right time in a more professional and trustworthy manner, and to engage with potential customers effectively.

In this article, you'll learn about the user experience and usability factors involved in creating landing pages for a product, including how to focus the user's attention on the most important information and how to effectively improve the conversion rate through video, user scoring, and so on.

Professional, trustworthy visual style and experience

"Keep it simple" is really an important manifestation of good usability. Some method principles are familiar to us, such as through reasonable design and correct copy, so that the link in the shortest possible time to show users the most accurate meaning, maintain the predictability of the structure of the site, for the user's operations, provide clear and clear status feedback information. Simple and effective experience can make users feel happy and reduce misoperation.

Although these methods can help users to better browse and use the site, but to improve the conversion rate, expand sales and so on, there is no direct impetus. And in many cases, the idea of "simplifying" the design will clash with factors such as sales and marketing. Therefore, for e-commerce sites, there are some more "professional" guiding principles need us to understand and follow.

Build trust, pay attention to the building of credibility

Professional, trustworthy visual design style, the credibility of the site to create a vital role. In general, people are wary of "online shopping", especially in their unfamiliar shopping websites. So the first thing to ensure is to make our site look credible enough. Taking inkd.com as an example, in the visual aspect, through the correct use of grid layout and some other design principles, that is to maintain the concise and readable content, and to create a professional and credible image.

The function and information architecture that conforms to the user's mental model is also an important factor to enhance the credibility. Be sure to ensure that users have full control over the use of the site. For experienced users, they may be more likely to use the search function to quickly find the product they want, and usually further filter and sort the search results. Users who are relatively novice may prefer to see the product profile directly on the home page, or prefer to use the navigation menu provided by the site to find the product.

To ensure the consistency of the process, and meet user expectations. When a user clicks on a product on the index page, the Product Details page must be entered; unless the user actively jumps out of the details page, the next process will be a shopping cart or settlement related page. By the way, it is best to provide users with the "put in shopping cart" and "buy and settle" these two functions, because when users buy only one product, the "put in the cart" function will only add one step does not need to operate, and will increase the user's chance to cancel the purchase.

Deliver the right information in the right place

In the online shopping process, a large number of relevant information needs to be presented to the user, usually including the commodity itself, logistics, payment methods and risk hints, privacy statements and so on. This information must be reasonably sorted by priority and shown in reasonable steps.

For example, before a user makes a purchase, they are provided with information such as payment methods, privacy statements, and so on, to ensure that the user is not concerned about the lack of information or even cancels the purchase. In every aspect of the online shopping process, users are likely to have a variety of doubts and problems. To do a good job of user research, where there are potential problems, in the most prominent way to provide accurate answers or ancillary information.

Correct use of graphical elements to guide users

When you need to use graphical elements to present content information, it's best to be careful not to look like an ad because most users are accustomed to ignoring images that look like ads.

For product features to show a class of content nature of the picture, you can try to do it large, or even to the extent of the full screen. You can also put a thumbnail on the width and content in the introduction, and you can see the big picture after the user clicks on it. Typically, a user clicks on a picture that is wrapped around a text, and the main idea is to look at the larger picture, which is what they expected even if it took a long time to load the larger picture.

The pages in the diagram below are doing well in terms of layout and picture style, but overlook how to focus the user's attention on important areas, such as registration, through pictures. The location of the registration button while in the larger picture, the layout is also easy for users to click, but color and size specifications make it too vague in the page, not conspicuous.

The screenshot below is from Hep simple tournaments, they do well, the buttons for important operations are conspicuous, and the picture on the cover is more like a part of the content, not an advertisement. #p # subtitle #e#

Use prominent, appropriate copywriting to guide users through actions

Now, in most shopping sites, the button copy used to provide the purchase function is usually the "buy Now" category-simple, accurate, and motivational. Many years ago, such copywriting would be considered by the web design industry to be less artistic, less metaphorical, less cool and less personal. Obviously, what we are doing is right.

To clearly tell the user what they should do next, and in the most accurate language in the page, the most prominent way for users to see, such as a large button in the form of "Put cart", "immediately settlement" and so on. At the same time, some of the necessary but slightly less important content links, such as "More Information", "View Details", "technical specifications," and so on, you should use a relatively small font size or weak color to render.

MarketingExperiments has studied how the text word will affect the conversion rate. They use e-mail to test how many readers can be converted into paid subscribers. Each UI element in a message is a test object. Initially, the copy of the button that prompts the reader to subscribe to read the full text is "From here on (re-enters here)". It doesn't look bad. However, the second edition of the copy "continue to the full text (re-enters to aspires)" The conversion rate increased by 3.3%, and the third version of "Click here to continue (click to re-enters)" effect, higher than the second edition of nearly 10%.

Coolest-gadgets.com has doubled its sales after adding Amazon's "Buy Now" button to the Product Details page.

Video-Wonderful weapons

More and more shopping sites are starting to add video to the Product Details page, and the video can show the user the product in a more realistic way, allowing the user to feel the use of the product, or learn how to use it.

Fahrrad.de, a German bicycle retailer, has invited various brands of sales agents to their studios, which are designed to shoot merchandise videos, and asked them to share their brand's advantages in the video. Some companies even sent a world champion to endorse their brand. Finally, they put the recorded video in the corresponding product details page for users to see the reference, the effect is great.

Video does not necessarily need to reach the professional level of studio production. can use personal camera equipment to shoot, and in the effect will be better than the production of the same video to make it feel more cordial and authentic, trustworthy.

You can try some novel ideas and ideas. Ebags.com even built a community for their merchandise videos, where users can vote for their favorite videos.

User ratings and reviews

In tourism, 60% of users make decisions based on information they know online. They will visit the site of the comment type to find the most suitable destination and hotel. Similar sites can also be seen in electronic consumption and food.

This raises two questions:

Do the retail websites of ordinary retailers need to build their own scoring system?

How to deal with negative evaluation?

The answer to the first question is simple. Usually the answer is no. For a lot of reasons, first of all, if you do this, then no retailer is credible, and consumers will think that evaluation and recommendation are commercial tools. Only a large number of shopping sites can attract enough users to build a truly valuable scoring system. Enough users can guarantee the objectivity of ratings and reviews, while scoring can also be one of the ways to sort goods.

The consequences of the second problem are difficult to assess. When negative evaluation appears, it is advisable to keep it in the system, as long as it does not involve illegal content, do not delete a class of processing. This is a more sensitive issue, involving a common interest in a business chain, from retailers to suppliers. You can pass on negative evaluations to customers or related partners, either in consultation or in response to a representative of the relevant links.

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English Original:

Http://uxdesign.smashingmagazine.com/2009/05/15/op ... Translator Information: C7210-web design and front-end players, is now working in the Mass Comment Network product Department user Experience Design Group (UED)