The information architecture of the home page of the three main domestic websites

With the maturity of e-commerce, the domestic gush a lot of the Web site, I have often visited: Dangdang, No. 1th Store, Jingdong Mall, Xun nets, for the nets and new egg nets. This kind of website makes good use of computer technology, Internet technology, instant communication technology and logistics channel to realize electronic, digital and network in the whole business process, so many users can not buy the world.

In the process of accessing these websites, I found that the information structure of its home page has some common characteristics, but also have their own characteristics, then to Jingdong Mall, new egg nets and Xun network as an example, writing a rough commentary, to share. The wording inevitably has the individual subjective color, welcome correct correction.

Basic structure of the home page of the three major websites

The primary purpose of the information architecture is to help users find what he wants, the design for way finding. When visiting an E-commerce site, we generally take into account the following issues:

What is this website?

The answer to this question is clearly expressed in the site title.

Mall：

New Egg Net:

Xun Network:

All three indicate their own positioning is the online shopping mall, in addition to the Beijing East and new eggs are attached to the characteristics of the site description, such as authentic, cod, etc., these additional information can enhance the credibility of the site and deepen the user's goodwill.

Two. What do I need? How do you find it? Where do I start?

Users who visit a Web site can be divided into two types:

has purpose:

1. Know exactly what goods you want

2. Know what kind of goods you might want

Both types can be found by searching and sorting directories. Although the location is slightly different, the three sites will search on the top of easy to find location, near also can find through the SEO calculated search hot words. It can be seen that for a large variety of goods in the Electronic business site, search is a very important function, almost all users are able to use. Information architecture should be the basis for the growing resources content of the site, search is the best tool to find the Web site dynamic, no matter how the site changes, users can use it at any time to find what they want, and spend the least amount of time. How to make it easier for users to find the search function, how to provide more effective keyword optimization, how to improve the search rate, are the electrical business site design and development focus.

For the category of categories, the position of the three places surprisingly consistent (as shown in 3), as a secondary navigation, it is generally located in the upper left of the page focus, from this portal, through a variety of classification links we can find almost all the goods needed.

In addition, the page, as appropriate, add a number of shopping guide tag links to provide direct access to popular goods, reduce the user through the general classification directory navigation to browse the multi-step operation required to shorten the access level.

No Purpose:

1. See what sales activities (special + buy + discount)

The three major sites in the page close to the top of the center to open up the activity display plate (as shown in 4), in the carousel mode of the current Web site is ongoing sales campaign to promote. In addition, there is also a combination of group buying, limited buying, special promotions and other activities. For the benefit, a lot of users who come in without purpose will pay attention to what promotions are going on, and then choose their own goods to buy. The following are the activities of the three major sites to promote the region:

Mall：

More active sections, the length of the page is larger, the shortcomings lie in the relatively dispersed activities, group purchase (although in the horizontal navigation has a special group purchase page) and snapped up two of users very large plate is placed in the middle of the page on both sides of the lower position, not easy to find. Jingdong may feel that group buying and snapping is not the main page? Or do they disdain to attract attention in this way?

New egg nets and Xun nets:

There is little difference between the two want to use the limited purchase and buy promotions to attract users, so put the activities in a focused and prominent position. This really recruited a lot of users, in fact, many people (including myself) has slowly developed habits, even if there is no specific needs, will open every day to see if there is any commodity in the special price, happened to be what they may need. From the excavation of demand to lead the demand, the same is the growth of the electric business.

2. Do you have any merchandise you need?

If there is no specific needs, just browsing the Web site, then the content of the Web page of the organization system for users to discover and explore goods is extremely important, that is, how to organize the content on the page, effectively presented to the user. The three major websites have adopted the horizontal navigation according to the Theme tab, which belongs to the fuzzy organization way:

Mall：

New Egg Net:

Xun Network:

About the brand monopoly, Jingdong and new eggs as a separate tab page on the main navigation bar, indicating that in the brand, easy to support more than enough.

About group buying, Jingdong and new eggs will be placed on the main navigation bar, group purchase related content more, the choice of a relatively wide area. Anti-view, although only a small section of the home page (as shown in 8) to do 2 products, but its effect is not necessarily bad, out of their group buy products "surprise" and "practicality", the individual more like the easy News group buy.

About the second-hand, jingdong and both provide this kind of service, the new eggs did not show that the new eggs did not develop or pay less attention to second-hand trading business.

About snapping, new eggs to buy when the limited, easy to hear there is dark, are in the special promotional activities to do enough kungfu, as a selling point to attract price-oriented users.

In addition, Jing-dong online reading, the Beijing-east community, all categories of pages, shows that the station in the book field, community construction and the full range of goods have a unique advantage. Xun the gift of the ceremony directly opened the day gift channel, convenient for users in special days for family and friends to buy gifts.

To sum up, what do I need? How do you find it? Where do I start? This kind of problem mainly by the website organization system, the navigation system, the label system and the search system to answer. Only the content organization rigorous clear, the reasonable display biggest area content and the service, the label and the search keyword matches the popular wind direction with the times, the navigation key clear, is advantageous to play the strength, lets the user in the webpage smoothly between the shuttle, can help the user to find these questions the answer.

Three. How to quickly find popular preferences?

When users roam the site, they often go to see some hot topics, most popular articles, and best selling items. Now that users want to know what other people are using and what other people are buying, we use the herd mentality to provide them with all kinds of selling lists. As long as the authenticity of the data and the immediacy of the information, from the sales ranking can also tap some potential shopping needs.

Mall：

As shown in the picture, there is no sales ranking or comment ranking on the home page of Jingdong.

New Egg Net:

The left sidebar of the whole shopping hall is the sales ranking, which is beneficial to the users to quickly locate popular goods.

Xun Network:

Not only has the hot list, there are heat ratings, according to sales and reviews of the heat pushed goods, give users more choices.

Visible, in the provision of shopping reference information, the three major sites are different, easy to network > new Egg network > Jingdong Mall.

Four. How to provide feedback?

In order to collect the user's needs, opinions and suggestions, General website, especially the consumer shopping site will provide a feedback channel to facilitate users to submit their views on the site. Let's look at the performance of the three major websites:

Mall：

I take the complaint Center on the homepage as the only feedback channel outside the shopping evaluation, which is not easy to find under the help information of the user Information Bar (as shown in Jingdong Mall 1).

Click in to find that you need to log in to continue, and then submit feedback need to bind with the order number to take effect. This is tantamount to saying that a new user who wants to make some comments by browsing the Jingdong page must also register and shop.

New Egg Net:

You can find the feedback position in the lower-left corner of the page (as shown in new egg Net 14).

After entering the discovery, in addition to fill out the personal contact method (estimated to reduce malicious complaints), no need to register also need not provide order number can send feedback, very convenient.

Xun Network:

The feedback location is easily found in the first item of the user Information Bar (as shown in Xun Network 1). The disadvantage is that you must register your login account to continue submitting feedback.

The feedback submission can be without binding the order number, that is, no transaction occurs. The problem is still need to fill in the contact, since asked me to register login account to submit feedback, directly from my personal account can pull out the relevant contact, why again let me fill out?

We can find that the three major web site feedback module in the easy to find ranking: Xun net > New Egg net > Jingdong Mall, and ease of use on the ranking: New Egg net > Xun network > Jingdong Mall.

Five. How to register?

Three good performance, the registration of the entrance to the top of the page on the left to facilitate the user to find the first time. This article does not discuss the registration process.

Six. Where to find the answer to the relevant problems of website use?

Three good performance, at the bottom of the page to provide a Unified guide & guide, where users can find the Novice guide, payment process, distribution methods and terms of service and other Web site use related questions.

Summary

After the analysis of some of the above problems, we found that the home of the three major domestic Business-to-consumer website in the information architecture of the consistency and differences. The following are the basic guidelines for organizing such web site information architectures:

site title to indicate the purpose of the site, the best main logo allows users to see the site positioning. Provide search tools to facilitate direct query. Information organization should be clear, by theme, by task, by user, or by year, by geographical location, will be the main section of the whole station string up. Support the classification directory as an effective secondary navigation method, which can be retrieved by the level of the target. Fast navigation tag links are an efficient shortcut to hot goods. All kinds of activities (promotions, group buying, snapping, specials, etc.) placed in the visual hotspot will bring better publicity role, promote sales. Popular rankings can use herd psychology to tap into the potential needs of users. Submit Site Feedback link to step simple, do not need to register. Registration portals and Web site FAQs are easy to spot, with the former usually at the top and the latter usually at the bottom.

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