Optimization is different from the revision

Absrtact: The optimization is different from the revision. Revision is based on the original to do a larger change, and optimization is to do small adjustments, rapid improvement effect. However, whether the revision or optimization, you need to consider the following steps: 1. Problem status (data, user feedback, etc.)

Optimization is different from the revision. Revision is based on the original to do a larger change, and optimization is to do small adjustments, rapid improvement effect. However, whether the revision or optimization, you need to consider the following steps:

1. Status of the problem (data, user feedback, etc.)/user research (questionnaires, interviews and other content, as far as possible with the data to see)/Competitive Analysis

2. Combine the above three points to determine the optimization goal

3. Determine the design plan (how to achieve the goal) according to the target

4. Results test (data, user feedback and other indicators)

To the recent optimization of the home of NetEase health products as an example, to talk about how to do page optimization.

Current problem:

1. High Bounce Rate

2. The first screen below the location of the click is very small (the first screen of popular search, efficacy, more than the number of brand clicks)

3. Low conversion rates (but more concentrated purchases of goods)

Analysis: According to the Click and transformation can be judged, the problem is mainly in the two or three-screen product recommendation module. As can be seen from the image below, the feeling of the region is very dull, it is difficult to arouse the desire to buy. In addition to the high jump rate also implies: In addition to the first screen efficacy and brand, we also need to provide users with some other important content? Let's look for answers from user analysis and competitive analysis.

User research (The following figure is part of the data):

1. More male users, a good education background, mature and stable, income medium

2. The most important product attributes are efficacy, there are no side effects, brands, prices, applicable people, ingredients, word-of-mouth and other.

3. The purpose of the purchase is to prevent health care and enhance physical fitness

4. Users of the rankings and related recommendations, the performance of the cold

Analysis: From the above, we can see that the consumer health products are relatively rational, the purpose of the purchase is more clear (through the United States to attract no target users the possibility of little). At present, this irregular arrangement of goods is not suitable for the target users, but more suitable for clothing, cosmetics products. In addition, the effect of goods is not outstanding, and not attractive enough.