Writing a good column planning book is the key to the success of business-to-business websites

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The site is composed of columns, each column is divided into a site users need to subdivide the process, do a good job in each column planning, the site's overall planning on the success of 80%, so be sure to work on the column planning. Most of the planning work is based on the planning of a column, a column of Level Two column, level three column, content page, list page, navigation page to become a complete system, we want to modify a page, more is to be from this page belongs to the column to consider, including the column of the Operation promotion, also from the system. Many people in the site planning, very concerned about the establishment of the whole station business model, the details of the program planning is not enough attention. As a successful Business-to-business website product manager, must master the program planning process and methods. Sometimes two or three columns are successful, which makes the entire site successful, especially in the early days of the site.

This article is mainly about a column planning book should include those content (the author Xuejiang at the end of 2008 has written a similar article, this article has been all over on this basis, many business-to-business Web site planners do not write this proposal, directly began to draw the layout of the page, design column functions, Then to the technical department, such a result is often not clear thinking, a lot of things do not seriously calm down to understand, the formation of documents, resulting in the subsequent changes. For business-to-business business site planning is not skilled planners, especially to the column planning to write well. In the process of writing, is a serious thinking, the process of reasoning, capture the moment of inspiration, recorded, so that the planners themselves, company leaders, technology managers, web designers, programmers can open the document at any time to understand the details of this column, the column has a general understanding, clear positioning and direction, Understand the importance of the column, to confirm how much effort to devote to research and construction. The following is a brief description of the Business-to-business Industry website column proposal should include those content.

1 column introduction, positioning, background, importance analysis

With more than 500 words, write column brief introduction, including this column provides those services, mainly serve those people, content is user contribution or edit input, or both. Why build this column? Mainly to improve the revenue of the site, or to meet the needs of core users, enhance the user's stickiness. This column in the entire business-to-business industry site in what position, is placed in front of the navigation bar or in the middle, is the auxiliary column or core column, this column in the entire site's strategic layout status. What is the future direction of this column? What are the goals for the future? In the best case, what kind of results can be achieved in the column.

2 column includes user group and main requirement analysis

A business-to-business website, the reason to divide different columns, because to meet the needs of a group of users, and this group of users needs in this column can be solved, this part of the user to the site is mainly to visit this column, or even only visit this column. We must be clear that this column mainly serves those users, these users have those characteristics, these users in learning, looking for customers, procurement products, marketing, technical problems to solve the process of those needs, around the user needs to provide the corresponding function and content. For example: When a buyer wants to find a factory that makes shirts, he may want to find a shirt factory closer to him, in addition to searching for a shirt on the website, and looking for a factory in a shirt cluster. These are the needs of buyers, all listed, the need to do the primary and secondary points, only to facilitate the next step to provide the corresponding functions and content to address user needs.

3 main functions, main contents and main modes of the column

After the user group and the main needs are clear, we must consider what function to provide, what content to meet the demand, the content of the way to obtain the main user or edit input, what kind of way to get more content, more valuable content. such as Business-to-business website information column, need to have the user contribution function, in order to get more content, need to have the editing recommendation function, can let the reader see the most valuable content; Besides seeing the newest enterprise dynamic, the enterprise executives also need to understand the overall development trend of the industry, editors should intentionally write or reprint some industry trends articles Because the information to assist enterprise decision-making, so the industry demand information more authoritative, more authentic, so the majority of the content of this column from the media agency reports, web site editor to write a review, the site reporter's interview report, all the content to be edited after the audit can be released. In the planning process, be sure to understand what this column for most users to solve what problems.

Analysis of direct and indirect profit model of 4 columns

The profit model of Business-to-business website can be divided into direct profit model and indirect profit model. For the site to bring direct sales model is the direct profit model, such as: advertising fees, membership fees, collecting service fees, indirect profit model is mainly for the site to bring more potential visitors, increase user stickiness, enhance the site brand awareness, thereby increasing the direct profit model column sales. I am in the "Business-to-business Industry portal Planning Combat Research Report," the first chapter, the Business-to-business Web site in the function and page design to consider both free users, but also to consider charging users. For example, the Enterprise Library column profit model mainly for members and advertising, member services are mainly the number of charging enterprises, advertising is mainly in the free enterprise introduction of the upper and lower and right part of the advertising business, as well as the first screen of the main page of the column ads. After the profit model is clear, you can know in the page and function design process, to do a good job of sorting rules, to stay in the advertising position, in the function of the difference between the customer and free customers. For the temporary inability to determine the profit model, to analyze the needs of the user base, to provide the user in the work and learning process needs of the content and functions, you will get a large number of target visitors, business model can be constructed again.

Research on user behavior of 5 columns

The behavior of the column users determines the detailed function of the column, typesetting layout, whether a column is popular with users, whether to meet the needs of users, whether there is a good user experience is essential. A column of users have a lot of requirements, the page also has a lot of features and content to be presented in front of the visitors, the first expression of what, after the expression of what is not a casual think we have to come out, need to investigate. One of the survey methods: Ask questions, such as: when looking for supply products, is the first search, or browse by category, or first see the latest release? Different people will give you different answers, see what most people say, or see how most other mainstream websites do it. Method Two: A variety of Web site traffic statistics System analysis, analysis of a user into a page, he first browse what page, after browsing what page, what to do and so on. For example: When a free user looks at the purchase information, he thinks, why can't I see it? At this point, users will be prompted to register for free, when he registered login, give him a few opportunities to try, after the trial, he will think how can I continue to see it? At this point will be the introduction of fees and charges of the link to the form of a button eye-catching display, So that everyone who wants to see the purchase of information clearly understand the charging service, in order to enable more targeted customers to purchase fee-based services. Method Three: Logical reasoning, User psychological analysis, you need to have a more in-depth understanding of Internet users, especially the human nature has a certain degree of research. User behavior research is a very interesting thing, when you often insist on looking at the site's statistical system, you will find that the site has many unreasonable places, the original many ideas may be wrong.

6 Determine whether the column needs to have sub columns

A column represents a user group of a certain aspect of the demand, at the same time a certain aspect of the needs of the need to be completed by a complete product or platform, in a large demand, if there is a complete subdivision of demand, it is necessary to set the Level two column. For example, the Enterprise Library, generally do not need to set the level two column, because all users come to this column, are in order to find enterprises, as long as the home page to place the search box, the main areas of navigation, the main classification of navigation, fees recommended enterprises, the latest to join the enterprise can be, because all these actions are to better find the needs of enterprises. The information center of the business-to-business website needs to be divided into level two columns, because the content of the information is more, high-end interviews, trade fairs, industry weekly, classified browsing, special reports can be divided into the information column, and many needs are independent, such as looking for trade fairs and to see special reports, is independent of the two requirements, The user wants to be able to see all the recent feature stories on one page, search and browse all the trade fairs in one page, so I think we should set the Level two column. Two-level column settings are often based on the site in different stages of development, the number of users, team size, demand and other factors such as the corresponding sub columns, rather than blindly think that the user needs of the sub-columns are set, the result of many sub columns are not done, to access users to bring bad experience

7 column function and content expression form analysis--content decision form

The business-to-business website column should have different forms for the different clients. Some columns are more text links to display information, auxiliary to a small number of pictures; some columns are mainly through the image to attract users to browse, or even all to see pictures, such as albums, galleries and so on, and some columns to highlight the search function, Through various conditions of search to make users more convenient and quick access to information; some columns need to use video, voice to better expression, such as on-site interviews, news broadcasts, corporate promotional films, etc. also need to provide the form of downloading attachments to meet the needs of users, such as E-books, PDF documents, Excel forms, etc.; There is also a need to provide better interactive guidance, such as the Community column of information mainly provided by the user, it will be a certain period of time to send the most information, the user comments the most, the best information quality placed in an important position to show, guide users to contribute more information. In the column planning, it is important to express the way to understand, more to see the network of Common Internet applications, continuous innovation.

8 column Overall style analysis determine--for designers to find the direction of design

A website, a column must have their own overall style, the column planner to write the overall style of the column, designers need in this overall style premise to do page design. For example, the information column to be more serious, community columns will be more active, business opportunities column to have a strong business atmosphere. Community columns, which serve the needs of individual occupations, are different from community columns that serve the needs of individual entertainment. As I said in the eighth chapter of the Business Research Report on Business-to-business portals, the former face of the user needs more is related to enterprise management and business needs of individuals and enterprises, it appears relatively serious, can not appear too many entertainment elements, the page should more reflect the latest, the essence of content, to eliminate the emergence of cartoons, fancy pictures. From the entire site, to make the site look more high-end, exquisite, each small icon and text and page to coordinate, pictures and text can not be too big, also can not be too small, to coordinate, to make the whole page look fine rather than give people a rough feeling and so on.

9 column extensibility, relevance, security analysis

In the planning of business-to-business website column, we will be the direction of this column, the future scale, will add new features, new content has a general understanding, so in the design of the page and program, will be considered for extensibility. In doing column planning, there is one can not be ignored, is to consider the relevance of the page, such as: A general member of the product information, to take into account when this member upgraded to a fee member, product information also to be displayed in the business shop. Business-to-business industry site different pages, different columns, security requirements are not the same, and user interaction pages, will involve data submission, user password, to take data encryption, access control technology, these should be in the column planning time to the technical staff to explain, Especially when it comes to virtual currency transactions involving user account integration, it is important to consider security.

10 competitor analysis, knowing the enemy

Some industry websites in the planning time, competitors have already had similar columns, competitor analysis becomes very important. The competitiveness of a television station is that there are several excellent columns, the same reason, the competition between the site, is actually the competition between columns, sometimes we just put a large demand in the column to do better than the opponent, it will be vitalize, let users find the reason to choose us, find a breakthrough, and competitors split a piece of cake. Analysis competitor column content, page, function, those who do not good, those aspects do well, how we in good aspect better than them, contact the actual situation of the website, Carry on change and innovate, strive to form differentiation competition, pull competitor's user in the process of operation. This aspect in several major portals competition is very common, Sina first celebrity blog, after the entry of Sohu, Tencent, NetEase in doing a blog when it made a number of improvements, forming a certain degree of differentiation of competition. Today is very hot microblogging applications, but also in the promotion of Sina under the fire, many sites are also imitating follow-up, but more or less have their own characteristics.

11 column content edit, operation promotion preliminary analysis, prepare for the late stage

In the business to do business-to-business website column planning, to consider the content of good columns how to come, editing or user release, or both, but also to consider whether there is enough content to support this column, if the content is too small, is not suitable as a first column to design, can only be used as a level two column or Level three column. Some people have done a lot of functions and classifications in planning columns, column home row is very long, when the hard to do the function and the page is done, only to find out how much content to publish, to the operation of the promotion brought serious problems, to visitors bring a very bad experience, that the site no one or no people to visit, Finally, we have to revise and waste the human and financial resources. The same truth, in the planning of a column, but also the initial consideration of how to operate to promote this column, on the business-to-business industry website of various methods of promotion, you can refer to my written "business-to-business industry portal to promote actual combat cheats." For example: Industry blog to be able to promote out in the later, it is willing to share the industry experts to write more technical class, industry analysis articles, in the early page design, it is necessary to first show the industry expert articles, recommend experts photos, in order to make this column operation success.

12 List of reference pages for column planning

In the Business-to-business Industry website column Planning process, it is impossible to work behind closed doors, must be referred to dozens of or even hundreds of the same or different types of sites related columns, whether the column function, or column content, the overall style of the page, to learn the reference. In particular, the latest technology or models in the Business-to-business industry web site applications, such as video, blogs, micro-blog, space, etc. in the Business-to-business industry Web site applications. Standing on the shoulders of giants can make planning stand on a very high level. Every reference site has advantages and disadvantages, but only if we want to understand why they want to do so, they do the advantages of what, what shortcomings, and through a variety of channels to verify that only we think clearly, can be the right choice, we will make progress, not in the absence of a clear copy before. Column planning book to use a special section listed related reference sites, generally will reach more than 10 reference site links. Senior leaders see this column planning report, will go to see the reference of these sites, may be more agree with the column planning program. At the same time, designers, programmers will also be based on the relevant reference site to understand the plan, so that the design to achieve the best results, the function is more correct, fewer bugs.

13 column page and the function design expression method, first only designs the column homepage

In the last part of the business planning report of the Business-to-business website, to appendix on the column home, level two columns, content pages, list pages, such as the layout of the page, but also in the appendix of this column involved in information dissemination, information modification and other functions of the interface design, want to implement the function of the detailed text description, Let senior leaders and designers look at the previous theoretical analysis, see the intuitive page design. This page design is basically the previous 12 parts of the concrete embodiment. This research report has consulted the newspaper layout design practice, before designs the design for the designer, may roughly according to each function and the content manifestation and the typesetting position, the page uses the table, the picture, the text to design in the Word document, then the designer according to the actual situation proposes the corresponding adjustment, Let the page design meet the requirements of both the designer and the planner. The General column proposal only submits the page design of the column homepage, because through the homepage can probably know those pages and function, wait for the column to plan the book after everybody discusses, the leadership approves, designs other pages, otherwise may cause all pages to redesign. When building a corporate website, site planning is often not to the designer to draw about the page style, but the designer directly to do the effect of the map, which is not feasible in the industry site planning, such as: The beautiful page layout, typesetting the most important standards for the beautiful, because designers can also understand your intentions, But their full-time work is design, not the whole column for overall consideration, up to the column planning, operation and promotion of the height.

In this case, the contents of the column planning book are finished. Column planning after writing, first issued to the leadership review, some of the more controversial issues, to be decided through the meeting. The core leadership of the team must read the column planning report carefully, including: in-depth understanding of the Internet, in-depth understanding of the industry, two people are indispensable, as well as Web site programmers and designers, participants have a hand, asked the participants to the column planning report recommendations, after the participants are reviewed, and then agreed to discuss the time to meet, On the controversial issues, we can express their views, the people who have different opinions, planners need serious records and thinking, if the analysis that they do not make sense, you have to find ways to convince people with different opinions, if it is your analysis error, or its own negligence, must be corrected immediately. The process of meeting and discussion is also the process of investigation and research, and the planners should ask programmers and designers more about how to realize the function. A meeting can not be determined, on two times, planners must be taboo a person to say otherwise, once wrong, will waste the entire team's manpower, financial resources, and even the entire column to the final failure.

Any time we have to realize that the successful operation of a business-to-business Web site, the most important thing is to plan to run a successful product, and do not need how advanced technology, because we are not in the construction of Alibaba, Sina, such a large number of visits to the site, the technical requirements are much smaller. In my opinion, the business-to-business industry site does not need any technology, ordinary programmers can develop, the key is to be in the product model, user experience up and down, planning and construction of every column, every page, the control of the final product on the test close to ensure product quality.

The above is only a brief analysis of the writing method of the website column plan of the business-to-business industry, and the actual analysis of the planning of each common section of the Business-to-business portal site will be explained in the eighth chapter of this report in 12 sections.

This article original author: Xuejiang, welcome the Exchange guidance consultation, qq:1580658565,msn:lxjb2b@hotmail.com.