Web site navigation transformation, where will it go?

The sense of the Web site navigation seems to have been forgotten, actually not so. This year 2345 site navigation to 2.65 billion yuan price was acquired, personalized navigation products Ibox New Market, a few days ago Hao123 set up 15 anniversary, these let the site navigation again lively. For Internet users accessing Web content, the Search home page (search engine) and Navigation home page (Web site navigation) has become synonymous with the homepage of the Internet. With the user on the Internet experience more and more demanding, the home page is undergoing a change. At the end of July, Baidu search engine home again face, advocating minimalism, and user interface more concise, feedback to the user is "box computing" more accurate information. For the Navigation home page, change is also taking place.

First, the navigation home is still a huge space for development, but need to adapt to the transformation of the needs of users

The age of heroism in the home page is past. 2004 Baidu High Price acquisition of grassroots navigation hao123,2008 Google localization acquisition 265, caused a time navigation home surging, and after the Montreal Feather. The internet is still developing at a high speed, but the tuyere is no longer everywhere. In the face of mobile internet era app for portal model impact, navigation home market space is still in? The answer is yes.

On the one hand, the number of netizens is increasing, and there is still a large space. China Internet Network Information Center released the "34th China Internet Development Status Statistics report" shows that in the first half of 2014, China's Internet users up to 632 million, compared with the end of 2013 increase of 14.42 million people, the number of netizens is still growing. Internet penetration rate of 46.9%, compared to the end of 2013 to upgrade 1.1%, the penetration rate has not yet reached half, the development of space is still very large. Chinese netizens have been online for up to 25.9 hours per week, up from 0.9 hours in the second half of 2013, and longer online.

On the other hand, the navigation home corresponding to the user community for a long time. There are two main user groups, one is just contact with the network users, each year to increase the level of tens of millions of households. As a result of just contact the network, understand the site is less, in search engine use, lack of certain skills, it is difficult to quickly find the content, navigation home to become the best helper. The other is the navigation home to form a sticky user, has been accustomed to use, unwilling to change. Eric Consulting users of continuous user behavior Research data shows that the site navigation daily coverage close to the web search, ranked second. The specific data is, December 2013, the website search daily coverage number reaches 130 million people, the Netizen arrival rate is 53.5%, ranked first, the website navigation daily coverage number reaches 130 million people, the Netizen arrival rate is 52.9%, ranked second.

It can be seen that the navigation home also has a large living space. However, it is undeniable that, after more than 10 years of development, the navigation home page presents a number of large, uneven quality, the content of the homogenization of serious, fair question and so on. These issues affect the size of the user and the use of the experience. The way to crack is to transform. Once navigation home only to consider the comprehensive site coverage and the correctness of the path, now needs in the differentiation, user experience and so on, whether the survival, or backward into, without exception.

Second, the Navigation Homepage Transformation Transformation, where will the future go?

Navigation home to meet the needs of users, in the development process, still need to continue to think, different periods, different characteristics of the user in the end want what? How to meet? I find that, whether it's all-inclusive or small and beautiful, in the 2011, all the players are exploring their own path, or focusing on content, or deep user experience. Can be preliminarily judged, in meeting the needs of users in the process of navigation home page will be two direction development.

One Direction is, from the website navigation to the content navigation transformation, the emphasis lets the user obtain the necessary content in the shortest time, takes the hao123 as the representative.

This is the all-inclusive player's transformation direction, such as hao123, 360 navigation and so on. This transformation, in diluting itself as a Web site navigation identity. Their rationale is that what users really want is not the URL, but the content behind the URL. The combination of Web site navigation and content navigation which is of interest to the user can avoid the problem of homogeneity, which will result in greater stickiness to users. At the same time, content-based navigation can save users from jumping to Web pages.

From the transformation of the development process, 2011 hao123 ushered in the first revision in 12 years, 2012 Sohu navigation follow-up. Basic practices are: in the page to create a clear position, coupled with movies, TV dramas, games, group buys, music, lottery and other content, each column has a column after the hot content links, through the site with the subdivision of the content aggregation.

If the 2011, 2012 change is still holding the pipa half cover, then 2013 hao123 again and 360 navigation to the content of the overall attack is naked. Take Hao123 's two revisions for example.

There are four main features: first, the formation of nine major sections, the original navigation in the "Web Site Encyclopedia" section, just One-nineth, the content channel more prominent, including such as film and television, news, games, novels, electricity, etc., Web site navigation has degenerated into a part of, more importantly, content aggregation, began to challenge the portal. The second is to reduce the text chain, the traditional navigation home basically have text composition, after the revision of the hao123, is no longer the accumulation of web sites, reducing the amount of text, nearly one-second of the layout location using pictures to show, compared to the previous more humane. Third, to strengthen the vertical and regional vertical site navigation, click to enter the relevant navigation interface. Four is the use of intelligent recommendation technology, mainly for the content of the user intelligent recommendation.

Another direction is to do fine Web site navigation function, pay attention to user experience, more humane, ibox performance outstanding.

Big players in the Cross-border, to the content of the field of challenge, small players are deep into the site navigation function itself, to human development, to win the market segments and specific user groups. This transformation, in strengthening its own web site navigation identity. For the vast majority of users, the traditional navigation home provides the classification information is a lot of redundancy. In general, the user's perception of the icon is better than the text.

Based on the above idea, the slogan of the first humanized reform is "to be written". 2011, the introduction of superior cable navigation, claiming to do "first human-computer interactive icon navigation." The change is that each text chain corresponds to an icon, more intuitive. Another advantage is that the cable navigation at the same time the mobile version and the television version, on both screens, the icon advantage more obvious.

2012, Dongdong Web site to promote personalized process, to do "personalized Internet starting point." Its web site by default in the form of desktop display, similar to Apple, you can also switch to 3D mode, thin mode. By the text label classification, the tab form manifests, causes the page not to be too full. Each class is shown below as an icon, and can be added by itself. The tools of the website are shown in the mode of the Apple toolbar. The disadvantage is that the home page loading speed is slow, especially 3D mode, affect user perception.

In the 2014, Ibox launched a breakthrough in personalized way, bringing about a disruptive user experience.

Mainly embodied in three aspects: first, there is a clear user group positioning and design style, that is, for young users, advocating minimalism and fashion. In the publicity, highlighting the iphone, IPad, ipod user experience. The page is a green theme style, and the classification is presented in the form of a 3G object icon. The second is to highlight personalized customization, can drag and drop the category icon to change the layout, in the search box has added 8 commonly used Web site Drop-down display, based on user search behavior Intelligent automatic adjustment. Three is about the two-level page of the set of ideas, the traditional navigation home, the first page on the layout of the text chain more, click once into the corresponding Web site. Ibox on the home page does not break down the site, but did not increase the number of clicks, click on the corresponding category icon, enter the most commonly used sites under this category. At the same time, in this page there can be shrunk nine Sudoku suspension navigation tools, you can switch to other similar sites, nine in the site sorting can also be dragged customized, extremely humane.

Navigation home changes are coming, hao123 and Ibox respectively lead the different direction. Still some navigation home has not yet been transformed, this step, the more late, the threat is greater. Or learn the former to play down the identity of the navigation home, to the Content Portal transformation, or learn the latter, strengthen the user experience, in personalized efforts.