Zhong Zhixin: Usability of website for user Experience Analysis (II.)

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Introduction: Users can not complete the purchase of the main reason, only attributable to the ease of use of the site is too poor. Perhaps this success rate in different industries, different target user groups will change, but it is undeniable that the site usability is a lot of web sites to prevent users to buy one of the most important reasons. Next then on the decomposition, if you have not seen the first episode of friends in this site search "Zhong Zhixin: User experience analysis of the site usability (a)" or focus on Zhong Zhixin blog and webmaster Heart Forum.

4. Website navigation

Website navigation is one of the most important aspects of usability, and good navigation should solve three problems for users:

① where is the user now?

② tell users where they want to go?

③ the direction the user should go

Site navigation should be simple, unified, obvious, the aim is to give users the opportunity to choose their own, but to let users along the path to achieve planning to browse the site. Users sometimes have a clear idea of what to look at, the site's navigation should be expected, the user when the most want to see what information, timely to show the corresponding link in front of the user. This link seems to be where users want to go, but it is also the place where marketers want users to go.

Sometimes the user also out of a certain goal, do not know where to go next, the webmaster should be prompted to click on those links, the site at the end of what things. These links, of course, are planned by the webmaster.

Ⅰ. Establish a sense of location

The navigation system has to work, first let the user know where they are now. Whether the user is from the home page into the site, browsing some pages, or directly from the search engine to a certain page, users should be able to roughly browse the page to know where they are in the site. To do this, the webmaster can be based on the following points:

① site name, logo, background color, the overall layout of the page, should be consistent throughout the site.

② the font size and position of the page title and should be consistent on all pages.

The ③ navigation bar should maintain a unified position throughout the station and clearly divide the entire site into a tree-shaped structure.

④ and Zhong Zhixin blog like using breadcrumbs, so that users clearly know where the current page is on the site, where.

Ⅱ. Top navigation bar

The top navigation bar is the most obvious and most commonly used part of the entire site navigation system. Note the following points:

① Top navigation bar to connect the main sections of the site.

② the current page should be highlighted in the column, so that users know the current location.

③ the current page of the column is best not click. Otherwise, when the user clicks on the same page, it will create doubt.

④ cursor on the eastern navigation bar in different columns, column background and font color should be changed, prompting users to click.

⑤ navigation bar is best not to use pictures, you should use text navigation, or the picture plus text. The pure picture navigation bar Perhaps the website designer itself is very clear what the meaning of these pictures represents, but the user does not know. Don't let the user guess what the picture represents.

The above points are considered in the navigation bar settings. and the navigation bar, or the entire site, the specific content of the need to consider the needs of users, from the user point of view, imagine the user came to your site most want to know what information, put this information into the main navigation. Do not classify the site structure and navigation by company structure.

Ⅲ. Left navigation

Most of course the site is not through the top navigation will be able to do a good job of the site structure, it is likely that each column below also need sub columns, such as product navigation may be divided into different brands. This time you need to use the left navigation.

In the form of the left navigation and the top navigation similar, but the link to the content of the site is a deeper layer of the organization. Sometimes two-tier navigation does not solve the problem, but also need a third layer, you can use the left navigation, in the embedded format of the page to the third level.

Ⅳ. sitemap

Although the webmaster will do their best to set the navigation system simple and clear, but the large web site structure is very complex, users in a very deep content page, it is not easy to understand their location. Then the site map can play a big role. No matter where the user is now, just click on the site map, you can clearly understand the entire site's architecture and level. and the site map for the cable engine is also good, I believe we all understand.

The site map should list the content in the main and the section, and the second level in the left navigation. If the site is larger, need to be divided into the third layer, the fourth layer, can be achieved through a layered site map, the main site Map page only lists the first level, the second Level column, click on the second Level column, in the list of the third level column, and so on.

Ⅴ Search

The total number of pages within hundreds of pages of the website can not use the site search, clear navigation system can completely enable users to browse the site freely, not to produce lost phenomenon. If there are only hundreds of pages of small Web sites, users complain that they can not find the information they want to see, it must be the navigation system design problems.

But when the page is over hundreds of pages, searching in the station is very important. Users from a product page to another section of the product page, in the user of the navigation system is already familiar with the situation, depending on the navigation system may also need to click on the car. If there is a search in the site, users can only enter keywords to find the corresponding results.

Site search in all pages on the website should be fixed a position, the user is familiar with, want to search keywords, can immediately know where to search, personally think it is best to be in the top navigation below, so that users are very convenient to use.

Ⅵ page Links

Home page with the City Link columns or channels of information hub. The column and the channel homepage probably does not contain the specific product information, but links to the deeper level product page. Column or channel the content of the first page, or to link and intermittent description of the main text. Home page and the function of the homepage is to attract users to click on the link to the product introduction page.

The situation is different on the product page. In the specific product page should be detailed listing the product features, performance, benefits and other users may need information. The link processing on the product page is different, should try to do the following two points:

First, be sure to give the user a next choice. Many web pages, especially the information page, users see the bottom of the text there is no place to go, you can only click the browser to return the key, or click on the link in the navigation bar. In fact, at the bottom of the article or at the bottom of the product page, you should always give the user a choice. If it's a product page, this choice of course is to put the product into the shopping cart and other buttons; if it is an information page, the choice can be to click on more relevant information, can be viewed with the related products, can also be to remind users to register the account and so on, in short, to let users know what to do next, Of course, this next step should point to the direction of the site.

Second, try to give only one choice, especially the product page. In the product description text in the middle do not put any other links, do not give users click to other pages, but forgot the opportunity to return, so that once the user came to the product page, you can only see the tail, the only option is to put the product into the shopping cart, resulting in purchase.

If there is something in the middle that needs further explanation, you can consider the link text pop-up small window. In this small window, there is no navigation, no link, read can only be closed. This way, after the user has further linked information, it will return to the main path of the set site target.

After giving the only option to "Put the cart" button, the shopping website can put on the related product link, and the user can continue to visit other product pages without putting the cart. Simply put, the final product page should give the user the option to move to the next step, and give only one choice.

The goal of the website navigation system is to guide the user into the target path of the website. Simple structure plus clear path is the best way to sell. The site does not let users confused, but let users always sober, know where they are, and have access to the next option. This option seems to be the user's active choice, but in fact the site is carefully set to the path to the goal of the site.

5. FAQ page

Frequently asked questions (FAQs) are also an integral part of the site. Although the website product page, the information page and so on should have answered the user's question as far as possible, relieved the user may have the doubt, but many times, the user still has some strange idea and the question, or some questions cannot classify to other pages. This is the FAQ is very important, you can answer a variety of user questions.

As with all pages, the FAQ section is also designed to guide viewers to a predetermined shopping route, prompting viewers to take action. At the beginning of the website construction, stationmaster should stand in the user's angle, imagine the user may have what question, especially the product page does not answer the question. Make a list of these questions, answer each one, and categorize the questions in a small directory form on the left side of the FAQ section, such as Price, return, and so on, and put different issues under different subdirectories.

Some Web products are relatively simple, may need to answer a few questions, but the webmaster best can plan ahead. Now that you can think of 10 questions, you should plan the FAQ section at least on the scale of 100 questions and try to divide it into different categories. After a period of operation of the website, the sales department should receive all kinds of information calls and emails from the users, and all the repetitive questions will be aggregated together and the unified answer should be added to the FAQ.

Visitors tend to be lazy, if the site can not find the answer to the question, the general will not contact webmaster inquiries. Receiving a question is likely to mean that 10 people have the same problem and have not found an answer on the site.

Another important role of mobile phone users is to tell the webmaster, where the site needs to be modified, how to modify, the user raised the question is the most valuable information.

A category of content that is not recommended in the FAQ is logistical technical support, or answers to technical questions about the product. Imagine a visitor looking for information on a website and not sure whether to buy the product, but what it would feel like to see a bunch of technical problems that might occur.

Although any product will produce technical problems, but there is no need to go back to the problems after the sale to the people who have not bought to see, scare them away. These after the sale may appear the question, may in the user order completes thanks the mail, tells the user a specialized product technical question website, this website is the visitor on the website cannot see, or only has purchased the user to be able to visit.

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