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How to design the home page of e-commerce website?

Source: Shangpin China | Type: website encyclopedia | Date: March 12, 2012
Beijing website construction Shangpin China: The homepage of the website is the facade of a site, and also the collection and presentation place of some important content. The product manager, operation manager, UE designer and UI designer often work together and spend the most effort on the home page. Of course, e-commerce Website production Without exception, let's analyze the home page of e-commerce websites as follows:

Who is looking at the home page ：

Home page users can be divided into two types: purposeful and aimless. It seems more vivid to use the words "taobao" and "guang" to describe them.

People who like to "taobao" will at least know what they need. For example, recently life is boring and they need to release the pressure of work, so they want to buy a more exciting detective story. Others clearly know the name and model of the product they need. For example, I need a copy of Sherlock Holmes' Complete Detective, because my wife and I are Sherlock Holmes fans.

People who like to "shop" are also our God, because they often come to shop because they have trust in the platform, and these people often have a special preference for online shopping, without any education costs.

The role of home page ：

If the home page of an e-commerce website is not "the most important", do you believe it? The product detail page is the most important thing for e-commerce veterans, because the detail page can lead to direct purchase conversion and is the soul of the entire e-commerce website. In e-commerce sites, the product details page is the real Landing Page.

An important goal of the home page is to reasonably allocate traffic to the detail page, guide users to find appropriate products, and hope that they will finally clinch a deal on the detail page. We call this role the role of guiding diversion.

In addition, the home page also bears the responsibility of brand image. Integrity is the first indicator of consumers and has the right of veto. This law applies to all online and offline transactions, including donations from the Red Cross. The detailed page should refine the selling points of the product and design the product pictures to be attractive. If you want to make a deal, the premise is that users recognize and trust your platform. We call this role trust display.

Recommendations and activities : For browsing users, we need to recommend products and promote activities to make them interested in a product on the home page as soon as possible, and click to enter the Landing Page. Recommendations and activities often occupy the largest area of the home page. Because users who wander around have unclear goals, they need stronger sensory stimulation to stimulate their shopping interest.

Amazon has always been a leader in this field. The algorithm technology they invented can predict the goods you may like or need according to your various behaviors. Everything is done by the system, and the accuracy rate is high. If you don't believe it, you can carefully browse the excellent websites. Of course, for most e-commerce companies, especially vertical e-commerce companies, in the absence of massive commodity data, I recommend that operators take the lead and complete this task in the way of "human resources engineering", so that the input-output ratio for the boss will be higher.

Which product elements are necessary ：

A roughest product design thinking model: first consider why (purpose)? Then what (positioning)? How to do it in the end?

In the above two paragraphs of analysis, we know why e-commerce homepage is done? Now let's talk about what to do. Those things are indispensable.

Head image: including your website's logo, advertising language, service guarantee terms, 7 * 24 service commitment, etc. These all play the role of displaying the brand image. Through a series of combinations, users should be able to perceive, like, accept and trust. A credible platform is the cornerstone of all transactions.

Retrieval: Retrieval is an essential element of the mall. It is the way to obtain information from users with clear goals. For example, the above mentioned matter that I want to buy the Complete Collection of Sherlock Holmes for my wife. The shopping goal is clear and I don't want to waste more time. I find a reliable store to search directly. If there is one, I buy it. I don't immediately cross the page and leave (price comparison is another matter, which varies from person to person).

Category construction: also known as "category planning" or "commodity classification", it is the work of sorting out from large categories to small categories, and finally summing up all the commodities involved. From the perspective of user experience, the first step is to plan and sort out the categories at no more than three levels; Secondly, it should conform to the public's cognitive common sense, so that most people can quickly find the kind of goods they want through clear classification.

Product classification is most suitable for users who can roughly describe their needs, such as the above example of buying a more exciting detective story. You can find the product collection page or list page of detective stories through the category, and then users can select and compare all the detective stories from the list.

Of course, the home page of an e-commerce website is far more than these functions, and there are even some features that need product managers to combine their own advantages and user needs to innovate and produce some highlights of "no one has me".

This article was published on Beijing website production Company Shangpin China //ihucc.com/
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Disclaimer

Thank you very much for visiting our website. Please read all the terms of this statement carefully before you use this website.

1. Part of the content of this site comes from the network, and the copyright of some articles and pictures involved belongs to the original author. The reprint of this site is for everyone to learn and exchange, and should not be used for any commercial activities.

2. This website does not assume any form of loss or injury caused by users to themselves and others due to the use of these resources.

3. For issues not covered in this statement, please refer to relevant national laws and regulations. In case of conflict between this statement and national laws and regulations, the national laws and regulations shall prevail.

4. If it infringes your legitimate rights and interests, please contact us in time, and we will delete the relevant content at the first time!

Contact: 010-60259772
E-mail: [email protected]