The key point of website planning: unconstrained by experience and systematic thinking

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Web site planning is one of the key factors that can make a website successful. Aside from the specific products, in the site planning, there are two core key points need to pay attention to.

First, it is not bound by experience.

Site planning does not have a fixed pattern, it is important to meet the strategic objectives of business. For example, many web site planners in the planning of membership management of the registration process, most like to simplify the registration process, the purpose is to make users comfortable, so that users can quickly register completed. However, this does not apply to all sites. Founded in 1999, Rent.com is the most popular apartment rental site in the United States, and February 2005 rent.com was purchased by ebay for $4.33 billion cash. One of the most important factors that has been summed up in its success is that it has a more complex user registration process than other leasing sites. The result is that rent.com collects more customer information than other leasing sites on the user registration process. The advantage of this is that the turnover rate of rent.com is greatly improved.

Of course not that all sites should do so, it is important to be consistent with the business objectives of each site. Like some web2.0 websites, such as rockyou.com and slide, they don't need to customize their services for each user, and there's no need to collect information that isn't available. Sites like rent.com and eharmony need to register to search for a lot of information about users that can provide differentiated services.

The key here is to keep the spirit of independent judgment at all times and not be bound by conventional thinking and experience.

Second, systematic thinking

For example, in 1997, the World Health Organization announced the elimination of malaria in Africa. But 8 years later, malaria rates in Africa have increased by 5 times-fold. Why is the original intention very good, but the result is even more serious? The reason is that the World Health Organization, after setting targets, has started to purchase a large number of medicines from a Japanese company, leading to the failure of local manufacturers of malaria medicines, which in turn led to the absence of a local plant that could treat malaria, resulting in the disappearance of natural medicines to prevent malaria. Peter Senge, a management guru, concludes that the important reason for this result is that there is no systematic thinking, only palliative. "They do not see the cotton farmers working in them, nor are they aware of the role of natural medicines to prevent malaria, and the fact that foreign systems are counterproductive if they do not take into account the original system," he said. ”

For the Internet planning, the truth is the same, system thinking in the introduction of functional points, make decisions, need to consider all the factors. A feature may appear to be of value to the user from one aspect, but from another perspective, it is valuable in the long run, which requires finding the balance point and finding the key to solving the problem.