Sina website revision, on April Fools Day, very interesting

Summary: Sina Web revision, on April Fools Day, very interesting. At one glance, graceful a lot. White to become big, the font changed to black, head a search box, home on top of the navigation bar streamlined some, the edge of the Sina logo removed. Well, to the user

Sina website revision, on April Fools Day, very interesting.

At one glance, graceful a lot. White to become big, the font changed to black, head a search box, home on top of the navigation bar streamlined some, the edge of the Sina logo removed.

Well, it's more flattering to the user's vision. Look again, the entire first page shows 12 pages (press PageDown key), more than 1.5 pages. The left-most advertising position in the navigation bar has shifted and become more visible. The top navigation bar, while maintaining the original 7*3 of the 21, but from the layout of a stronger sense of design, a little fresh feeling. Under the headline area, Sina Weibo, Sina, XX, and so on, are listed in a new recommendation area.

This is the new CEO du in charge of Sina after the first fire. On the revision, Sina's internal slogan is "social, mobile, personalized and localized."

Sina has been known as "media attributes", and has been considered confined to the "media attributes." In the era of scarcity of Internet information, the portal has the ability to set traffic, but with the Internet information geometric number of bursts and expansion of the channel to dig deep, the portal of the pure content value is constantly touching the ceiling at the same time, facing the risk of continuous dilution.

Relying solely on the aggregation of high-quality content resources is anachronistic in the present age. Simple information content still lingers in the cheap curves.

Sina will not smell the crisis. Recent quarterly earnings, Tencent's revenue has significantly overtaken, Sohu's advertising business has also been chasing up. The review itself will also find that Sina's advertising growth has also been flat, last year's four-quarter advertising revenue of 110.7 million U.S. dollars, a year earlier growth of 7%.

At the same time, it is not easy to increase the amount of Sina's traffic in the short term after growing into a flat platform. So, how to solve the problem of Sina?

It seems that the answer they choose is to improve efficiency and open up new territories.

Simplifies the page, the style more graceful and so on the revision movement, on the one hand is promotes the user experience, caters to the consumer, on the other hand also attempts to enhance the flow efficiency.

Banner ads to work with the bar, to increase the display of large chunks of the visual effects of advertising, enhance sports, car content, such as the position of the weight, are all along this thinking. such as sports channel is one of the most powerful Sina network channel, Sina Sports in the entire portal flow accounted for more than 50%, will be the car channel and sports channel tied in the home page of the gold area, but also based on a more grasping enough consumer power of the male user groups.

Active customization and Personalization

On this basis, data mining and active customization can also provide a stronger value mining path. After the revision of the Sina online, users can be interested in the subdivision of the section from the two, three or even deeper navigation path in the home page in the Personal menu, and based on user click Tracking and interest Data mining, Sina homepage can also be more targeted to provide users with interest content and supplemented by accurate advertising.

For example, in the sports section, if you're looking at a lot of NBA information every day, then the basic your page is the main NBA, if you see most of the tennis is related to the main, golf is mainly golf, Sina will be based on some of your behavior to make judgments to you to push information, Largely reduced the weight of past editorial manual intervention.

Advertising

A more interesting change is the change in advertising patterns. Portal advertising form has been mainly brand display ads, but the simple display of value is extremely difficult to promote, but also the pain overhead ceiling-even regardless of user experience, Sina home can accommodate the display of advertising volume is always limited.

What to do? Sina's approach is to replace the "interactive advertising", in fact, the April 1 revision of the Day Sina home page is full of such ads.

What is an advertisement interactive? To put it simply, the original portal is pure display, strong exposure, can now interact, if you add a fan is your social assets value-added, the future may also form a CRM this form of management, future sales may also form a help. For example, is the previous Sina on the Chevrolet Rui Bao ads and Taobao to make the "Taobao Time Machine" to promote.

The secret message is that Sina was doing this test in the four quarter of last year, and the result is that when the idea is good, the click Effect and the interaction rate of the button are soaring compared to the traditional ones, even though the creativity is generally improved. Moreover, this kind of advertisement is more accurate to the collection of user's behavior.

Moving End

In addition, the most important Xinjiang soil is in the moving end. Sina has a lot of potential to dig in this area. Last year's four-quarter earnings showed that the advertising revenue from the mobile end of the Sina portal was only 5%.

The revised style will have an extension of uniformity on the mobile end. Sina Weibo Insider communication results are, mobile phone Sina this piece of the future and this page is basically consistent, the page loading speed will be faster.

And Weibo to get through

Not only that, Sina's revision also vaguely reflects the Sina different business between the flow of resources, the will of interoperability. It seems to be more willing to take on a product role that consolidates the platform for circulation.

The top of the new home page is an added search box that points to the search keyword's microblog content. It highlights the Sina key mobile Internet product promotion, the Sina video display recommended weight also increased.

In particular, the interaction with Sina Weibo, after Sina announced the new organizational structure adjustment earlier this year, it is more meaningful. The search box can bring traffic to Weibo, and Sina Weibo's log in user brings a return on value.

Sina and Sina Weibo user overlap rate is not high, microblogging attracted a large number of users are not Sina users, and many of these are active young groups. It is rumoured that how to import these new users and improve the login rate is the biggest goal of this revision.

Traditional portals have more than log in users, and Weibo has a log in users, Weibo for Sina to bring back the traffic will be log in, which can leave more detailed information to help Sina's data mining. As a result, Sina social power in addition to the content of the sharing, dissemination, and through the user log in behavior to promote the flow from the microblog back to Sina.

Such a pathway would have additional benefits if it were to get through. I got the data that the current number of Sina Weibo enrollment is more than 46 million, of which 75% from mobile clients, if the micro-blog back to reach the scale, Sina's mobile can also benefit. Chao had previously stressed that Sina should "move first" this year.

This is the beginning of the Sina Net revision movement. Heard the news that the current Sina network channels are also in their own revision plan, Sina Blog Follow-up will also be revised, and will be more thoroughly directly to promote the homepage customization and further product of the content.