The website is for customers. The content and style of the website are planned by the professionals of the network company and the person in charge of the customer. At present, the construction process of most enterprise websites does not involve the target customers and real users of the website. Only by involving the real users of the website can the investment of the website be truly rewarded.
1。 The experience standard of marketing website is that users can find what they need on the webpage as soon as possible.
"Let users separate our website as soon as possible" is a great idea put forward by Google. Google believes that the function of the website is to let readers quickly find what they need. Once they find what they need, the mission of the website as a "tool" will be completed. They suggest that users close the Google reading window at this time to save more network resources. Although it is not advisable to apply this view to enterprise websites completely, at least it tells us a true meaning: only websites that allow users to find the content they need on the page as quickly as possible are good websites that meet the user experience standards of current websites.
2。 The visual flow of the marketing website page should be reasonable and clear.
The size of the layout is appropriate and the focus is prominent. According to the focus of the website, make a reasonable layout for the content, and the page should have a visual focus. The size distribution of each section is relatively light, which is mainly reasonable, and it is impossible to evenly distribute all sections. Visual flow refers to the visual attraction of website interface design to users, which can be realized through the planning of page visual flow. Many people think that the layout, color matching and font application of the website are only the problems of page elegance, and are more related to the research of user psychology. A clear visual process can not only improve users' stay time on the website, but also enhance users' reading intention and improve the purchase rate of the website.
The following points should be paid attention to in the construction of marketing websites:
First of all, the layout of the marketing website should be appropriate in size and highlight the key points. In order to allow customers to read more products, some websites can't wait to fill their home pages, thinking that this will allow users to click more. In fact, the spirit of users is limited. Too much content will only make customers feel visual fatigue, and reduce the time spent on the website. For example, domestic douban attaches great importance to this experience. The home page of the website is mainly planned based on the psychology of readers. There is a navigation bar on the top of the website, the latest updated content on the left side of the website, and the content that users care about on the right side. This is a very good reading experience for users. It enables readers to find what they need as soon as possible according to the basic visual process from left to right.
Secondly, the color matching of marketing websites should be harmonious, with clear priorities. Douban website adopts light green to meet the elegant temperament needs of white-collar intellectuals in Douban, and Taobao website adopts vibrant orange and golden yellow to meet the booming property of the website. Different colors will have different psychological implications for people; The same color, different colors, different lightness and contrast will bring different consequences to users. Website should have main color and help color. No more than three colors can appear simultaneously on a website page, and the primary and secondary colors should be clear. E-commerce websites should give priority to product display, and the application of website colors should not take precedence over others.
Third, the use of fonts and icons on marketing websites should be coordinated and suitable for browsing. In order to attract users to stay on the website for a long time, e-commerce websites should not only have beautiful product pictures, but also have fonts suitable for browsing. Although the default Song typeface is widely used on web pages, attention should still be paid to the size, spacing, thickness and color of the text. Words are like rhythmic notes. Proper text arrangement makes users more comfortable while improper text arrangement reduces users' browsing interest. The rhythmic text arrangement will improve the user's browsing time. At present, the font size of domestic websites is more and more inclined to use 14PT font. Many websites set the font size to 14PT for the convenience of readers. At the same time, it abandoned the traditional "vertical three column" model in typesetting and created more new website models. It deserves our attention.
On the marketing website Website construction In the process, it is not only necessary to have the experience of ordinary users, but also to have in-depth communication with a large number of real users after the launch of the website, to understand their real needs and experience, to understand whether the website has marketing language to lure users, and whether each reminder makes users really understand. Users who have registered for the first time, users who have applied some functions of the website, and loyal users of the website, when logging in to the application function, what we want most is what kind of page and content to see, as well as their ability to recognize your website more., These are what planners often discuss.
The research work of website construction can be completed by professional research companies. Internet companies and customers can also jointly formulate research questions, including what content and services the website hopes to provide. After completing the questionnaire, ask for comments from website users via telephone, fax or e-mail. Finally, the research results can be used as a reference for website construction planning.
Adding this simple process will not increase too much time and cost, but it can make the website planning and construction closer to the target customers of the website. It is often said that the customer is the center, and this process is also the embodiment of customer focus. In the process of website construction, the design style, project prototype and project finished products are mostly completed by the network company itself, and then tested by the customer to feed back the modification process. This process should have the real protagonist of the website, and the website is suitable for users to participate. According to the needs of users at all stages of the website, the number of users each time and the update frequency of website content, it is necessary to constantly adjust the structure of website pages to improve the efficiency and mode of the website. At the beginning of the website launch, it was considered a good model. After a period of operation, the content and users will increase, and some models will be invented, which is actually unreasonable.
For example, when a website has many charging users, it is necessary to do a good job of service charging users, focusing on the content of charging users on the page; Pay more attention to free and recommended users in the early stage; When there is less content, the latest ones will be put in the main position, while when there is more content, the recommended ones will be put in the main position; When there are few users, one-on-one training will be carried out for users and attention will be paid on the page; When there are many users, pay more attention to the very lively and high-quality users. At the stage of affirming the design style, users' opinions should be solicited. In the final test before the website goes online, it is better to have professionals check all the operation and reading processes, and provide guidance and communication nearby. Finally, the user's operation behavior is analyzed, and the website improvement and modification plan is obtained, which is more scientific and effective than simple customer feedback, and avoids the subjective assumption of individuals, especially customer decision-makers, so as to improve the usability of the website.
In short, the design of the website must be user oriented, so that the website has vitality. If the website loses its readers, it will lose its vitality and eventually turn the website into a dead pool. This is against the original intention of website construction, and we should correct it.
