Purchase desire and purchase target of e-commerce website

As a consumer, do you have the experience: you have bought three years Dangdang book, but never paid attention to the book Channel homepage, did not pay attention to the book topic banner, and hardly used the book navigation directory.

You only use one function: Search. Taobao, you may be the same: search, and then filter, sort, until the purchase.

As product Manager, you are planning Web site navigation, search, channel Home, topic of the four major station entrance, do you think, they are faced with different user groups; In this group of users, people focus on the price of the product, while others pay special attention to product introductions and reviews.

The starting point of designing an electrical business website is to understand and subdivide your users, such as new users and old users. Subdivide another important dimension for users: Active and passive users:

Active User: Have purchase desire and clear purchase goal, decision-making more independent, not easy to be disturbed;

Passive users: There is a desire to buy but no clear purchase goals, need to be guided and stimulated;

For the active user, take the traditional bookstore analogy bar, to go to the target bookshelf or ask the shopping guide xxx where to put the book, Buy on it.

The internet scene is like this: You are a fan of Kai-Fu Lee, one day he recommended a book, "My success can not be copied," presumably you will go straight to when, then search, and then join the shopping cart.

Or that bookstore, if you encounter its anniversary, presumably will go in, because there must be discounts, this loitering behavior, is passive users.

I use the book site as a metaphor, because it's typical, good understanding.

Speaking from inbound traffic

If a user enters your site through a title, of course, the landing page (Landing page) is on the book Detail page. This type of user, your home page and product navigation, is purely a device, because he is active User: The goal is clear.

If a user enters the home page through a branded ad, you should recommend some books that might be relevant to him. For example, he came from a medical website, the first page of the 12th screen can be considered is a medical or health class; if it is a travel site, it should be .... Because he is a passive user: The target is not clear, you need to guide him.

Of course, the design requirements for the site is too high, currently except for Amazon, when it does not come to this step: personalization.

You went to Jingdong to see a power outlet, and then you go to the Amazon homepage, the Magic Recommendation occurred ..., the technical implementation may be based on the HTTP Referer header, which is the product category in the previous page.

There is an exception, if the user search the site name, and then enter the site, you really do not know whether he is active or passive, because many users are not willing to remember domain names, such as Amazon (this is why well-known sites in the search engine hot list are hot words). After entering the site, he may go straight to the search box, or start a daze on the home page.

About Home

When you know the original active user and passive users of the points, may be a frustration arises spontaneously: I design such a gorgeous home page, but also every day the painstaking update, unexpectedly rare? You can do a compromise: the first screen manually recommended, a few other screen simple machine recommendations.

There is also a saying: My home page recommended are hot products, accounting for my daily sales of 20%, so many people are concerned about the home page. I can't help asking, are you really sure they're not coming in from the search and then generating the purchase?

If your site 70% are old users, will gesanchaiwu back to visit, for such passive users, home recommended product relevance and quality, on the special key, especially banner bar and limited-snapping. Like the list of columns, is entirely targeted at passive users.

Internet shopping users, heard that 70% have no clear purchase target.

About navigation and search

Navigation and search are the core portals of any electrical dealer's website. As a result of different categories, the focus is different, the specifications and functional requirements of high commodity to navigation, such as footwear, home appliances, mobile phone class.

such as books, such as mass-free products, generally or mainly search, navigation as a supplement (to navigation and search flow distribution can be seen).

For books such as Web sites, if the user through the directory navigation into the list page, this type of user must be passive users: there is no clear purchase target. What he buys mainly depends on the order of the first to second page of the product list, that is, the recommended sequence. The so-called recommendation, is the relevance of goods, not familiar with user preferences, is generally the recent sales, praise, time, clicks, collection, and so a combination of weight values.

Of course, there is also a problem, that is, the recommended always popular books, new books, those classic books are left out of the cold. A classic old book channel? Or in the book Detail page there is a module: the relevant classic old books? Or, simply wait to understand its buyer, search to it.

For designers, when designing a navigation list page, you can recommend some special topics or promotions to the user, while the Search list page is best clean, avoiding noise, making the user make decisions more quickly, and making a single list (the page is a transition page).

About Product Detail Page

Whether through navigation or search, the final entry into the Product detail page. When the user has a desire to buy the product, his most likely intention is to look for alternatives (like the price of a mobile phone) or add-ons (such as books, ipad-attached skins), or "related recommendations" for commodities.

Looking for a substitute: there is a desire to buy, but there is no clear purchase target, he is a passive user into the detailed page. The details of the product and the product review are sensitive to him because he is at the stage of commodity understanding.

Looking for accessories: have the desire to buy, at the same time has identified the purchase target, he is active user identity into the detailed page. Detailed description of the product he is not too concerned about the price, and prices are more sensitive to him, because he is in the purchase decision stage.

For the user from the promotion to the detailed page, most of them have the desire to buy but no purchase target, he is not only concerned about the price itself, the details of the goods also require higher, because from the user purchase decision process, must be the product itself has enough understanding, will consider the order.

For users from the search to the detailed page, it is necessary to subdivide. Enter from the full name of the product (such as "head Second 2"), and from the commodity attributes into the (such as "officialdom novel"), an active type, one is passive (you recommend a copy to me, but to "officialdom novel" Oh).

So I've been stressing that the recommendation system is the core infrastructure of the electrical business website. Among them, from the person's attribute angle is the personalized recommendation, from the commodity attribute angle is the related recommendation.

Recommendation system, mainly for passive consumers. The recent popular social e-commerce sites, such as Mushroom street, Beauty said, are aimed at passive consumers. This kind of website essence is provides the shopping guide service, is also Taobao guest mode. such as a Amoy-comparison site, mainly for the active consumer.

You search the Amazon "number second head 2", the magical relevance of the recommendation appeared, such as "Provincial party", but when it, the gap ah ...

About Promotions and topics

Promotional activities, mainly to enhance the consumer's desire to buy, but there is a clear purchase target users, not attractive. It is mainly for passive users, so, the passive users of this type of purchase desire, into a clear purchase target, it is necessary to rely on the recommendation system. The topic is a recommendation, such as spring, "Give Dad's health book."

For the active user who goes straight to search, the promotion is often helpless. If you have a Taobao shop, 90% of traffic from outside the station search, if you promote the site, the estimated effect will not be too optimistic (Taobao double for a moment we have verified).

Since most of the active users of the homepage banner Bar (promotional entrance) to turn a blind eye, then in the Product detail page, you can consider inserting text bar promotion, because it will strengthen in the "commodity understanding, Comparison" phase of consumer purchase determination. It is also helpful for users who have landed directly from the detail page of the product.

The sales structure of the dealer's website may be 40% from the site search, 40% from directory navigation, 10% of the homepage, the channel home page and topics, 10% of the relevant recommendations.

Home and related recommendations, the total station traffic and sales ratio higher, indicating the more passive users, more loyal (you recommend what he will buy).

If the inbound traffic is primarily a search, you really have to think about your users, most likely new users.

I hear Amazon's recommendation system generates more than 30% sales.

A word summary:

In product design, for the active user, to enhance the purchase efficiency, for passive users, to strengthen the relevant recommendations.

For more internet thinking, please pay attention to my Sina microblog: http://weibo.com/zwchen