How to improve user experience by using site search
Source: Shangpin China |
Type: website encyclopedia |
Time: December 13, 2013
at present SEO website optimization User experience is becoming more and more important, and webmasters are also paying more and more attention to the construction of website user experience. Recently, Mumu SEO found that many enterprise stations have used Baidu in site search. It was mentioned before about Baidu in site search for Shangpin China. This year, Baidu's fully online in site search does have many benefits, which are reflected in: fast speed, comprehensive search results If Baidu has punished or included less, the results of search on the site will not be affected. You can view the traffic of search on the site and hot search keyword information.
Shangpin China Marketing website construction The service provider also asked many enterprise website friends why they want to do in site search, and the answers are basically the same, all of which are to facilitate users to find the information they need and improve the user experience. Shangpin China has different views on how to improve the user experience by searching on the site.
For general small enterprise stations, Shangpin China believes that searching on the site can be said to be icing on the cake. Why do you say that? Because the amount of information on small enterprise websites is not large, and there are only ten or twenty products. After users enter your website through Baidu search, they can't find what they need on such a page. Why do you need to search on the website? You can jump out and click the next website. Unless your website monopolizes the whole industry or your loyal old customers, I don't think many people are willing to continue searching on your website. The fact has also proved that several enterprise stations asked by Shangpin China have not searched several times in a month by checking the search statistics in the station.
For websites with many content pages, large amount of information, and many products, Shangpin China believes that it is necessary to do an on site search, because there is so much information or products on such websites that users cannot quickly find what they need or hope to find more similar information or products for comparison after clicking from Baidu, At this time, in station search plays a very important role, greatly shortening the time for users to search for similar products, which can not only expose more information or products, but also effectively improve the conversion rate and enhance the user experience.
It seems that everything seems suspicious, and everything is expected. After "content is king, link is king", search engine and collection marketing have quietly entered the era of user experience.
1、 Website optimization is just a thing, not a goal. If you were in the past, what would a good ranking mean? It means that you can get a lot of website traffic and more marketing opportunities. Even at present, this law has never changed, but there are some new changes. One of the indications is that the cost of enterprise search engines to implement website marketing is getting higher and higher, but the marketing results are declining from time to time. In addition to the fact that the competitive factors cause the cost of a single click to rise from time to time, the author found that invalid clicks (that is, the clicks that users leave immediately after opening the website after implementing links, and have no essential assistance to marketing) were once the primary elements of high cost implementation. The author further analyzes and finds that ineffective websites are the primary factor to form invalid clicks. Although many websites are marketing oriented, they are not so in practice. For many collection companies, the establishment of marketing websites is a gimmick.
Since marketing websites are just in line with the current customer needs, who doesn't want their websites to have marketing functions? Even many companies think that the most basic function of marketing websites is to be able to rank higher in search engines, which is simply website optimization. This understanding is not only unilateral, but also wrong. The author's idea is that website optimization is just something, and winning users is the basic. The author noticed that many websites, in order to rank, are full of fake original articles, and the page design is too eye-catching. This is not a successful website, let alone a fantastic marketing result.
2、 User experience is related to marketing, so we should pay more attention. Why do many websites display invalid clicks when they are launched? Of course, there are competitors doing it, but the most important thing is that the website itself is still weak. The author believes that the slow loading speed of the website and the lack of user experience in the design and content of www.sunvips.com are the main aspects. Among all the invalid clicks, there are the following situations. First, the link is closed before it reaches the website, which is mainly due to malicious clicks and slow server loading speed. In the second situation, when a website is turned over, it only lingers for a few seconds on the home page, leaving the website without in-depth reading. This is mainly because the website design is crude, and perhaps the website content has no value. Theoretically, the traffic without marketing results is invalid traffic.
The situation is that many small and medium-sized companies only focus on the implementation, and from time to time invest heavily in the implementation of the website, ignoring the importance of the website. This is not uncommon in the establishment of small and medium-sized companies' websites. They spend hundreds of yuan to build a template website and then launch it crazily. They also complain that the website promotion has no effect. However, those local enterprises that are familiar with the way of collecting marketing have taken the promotion of traffic conversion rate as their motivation preference, and have worked hard on the user experience of websites and marketing from time to time, and achieved good marketing results. How can we do a good job in the user experience of the website? The author thinks that the need to make full use of three aspects to collect information from the local webmaster forum www.182cn.com Baidu Seconds. First, it is a transposition consideration in website planning, second, it is important to pay attention to details in website manufacturing, and third, it is scientific investment in collection and marketing.
3、 Social networking collection is beginning to show its promise. You need to take a closer look at the first opportunity to find that many websites have a small hand with a thumbs up behind the Baidu snapshot. The larger the number, the more popular the website is with users. In fact, Baidu is not the originator of this move. Tencent Soso once launched it one step earlier, but its limited market share did not attract enough attention. However, no matter what, it is transmitting a signal, and the user's feelings have been paid more and more attention by the search engine. In a down-to-earth way, the search engine is an afterthought, and the sales behind the search engine are also based on the consequences of social collection and collection of websites, or social collection and sharing. The author also noticed that there is a key word tag function in Weibo, which can be defined by itself. The goal of this tag is to facilitate user retrieval. Who can guarantee that it will not lead a new trend of collection marketing at the present time when microblog is popular? What is the concept of social collection?
Maybe in a few years' time, when social networking is widely accepted and used, for example, who wants to be a website and post a demand on microblog, there may be many people who will be introduced by short-term workers later. Of course, such introductions may not come from the real operation of people, but can be actively appropriated through sequential speech, just like the first search engine. The real success of collection marketing is to win in the future. The author thinks that this may be an opportunity for some enterprises that are still at a disadvantage in competition. However, how to commercialize the use of microblog in the future is still not open and straightforward, but this is always a bias. If you want to win the future successfully, please be sure to have an insight into and grasp the first opportunity when social networking is beginning to show. Lei Jun of Xiaomi's mobile phone said that it is worth considering "standing at the wind outlet, even a pig can fly against the wind!" Which direction is the wind of collection marketing blowing? When everyone is talking about the supremacy of users, the traditional idea of building content as the king and optimizing links as the king may really be out of date.
So small enterprises Website construction The core of improving user experience should be to quickly provide users with what they need, improve the value of their own web pages and product information, optimize their own navigation, so that users can know the core of your website as soon as they enter the website, and quickly find the information they need. Don't place your hopes on the search on the website. Baidu provides search, but we provide demand. Don't give the task of searching to users. The website itself has not done a good job in building the content of user demand, and users can't find what they want no matter how much they search. Therefore, it is unrealistic for small enterprise websites to meet users' needs through site search. Since they are small websites, they have to take the advantage of small ones and actively show users what users need. You are more tired than you are tired, which can improve the experience.
Source Statement: This article is original or edited by Shangpin China's editors. If it needs to be reproduced, please indicate that it is from Shangpin China. The above contents (including pictures and words) are from the Internet. If there is any infringement, please contact us in time (010-60259772).
