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How to design the functions of business websites from the perspective of customers

Source: Shangpin China | Type: website encyclopedia | Time: 2015-06-13
Website construction Support should be provided for customers' purchase decisions. The traditional decision making process of consumers includes five stages: problem identification, information guidance, selection and evaluation, hook buying decision and behavior after hook buying. The question pressure identification phase occurs when consumers perceive that there is a difference between their current situation and their desired situation. It can be stimulated by external prickles. For example, when smelling the smell of food, people who are not hungry will feel like eating. ' Once consumers have a demand, they will try their best to find information to try to meet this demand. Information collection helps budget spenders recognize various competitive brands, products and their characteristics. If consumers think that the product can not meet the demand well, they will not spend much effort in the information search process.
 
Design the functions of business websites from the perspective of customers
For example, consumers only look for clues from the side fruit path, rather than very specific and detailed product information. The results of information collection have an impact on the characteristics Understanding of characteristics. Decide which product to buy from face to face. Consumers will form trust in the product or form a product image based on their own experience, internal or external information. After evaluating the selectable objects, consumers decide to buy products that they think can better meet their needs. There are also some potential factors that affect consumers' purchase decisions, such as brand selection, seller selection The amount of buying, the timing of buying at noon, and the way of paying the demand. Post purchase behavior includes the level of consumers' satisfaction or dissatisfaction. Merchants always try their best to meet customers' demands to consolidate their relationship with customers. Therefore, an effective business website should be able to provide trays similar to each stage of consumer purchase decision.
 
Information search: it can provide website customers with more information about different products and introduce different features of products to help potential customers get the right decision on buying. According to the characteristics of different products, Amazon website provides a variety of detailed descriptions of products in the form of pictures and texts.

Selection evaluation: In this purchase decision process, the website should be able to provide a decisive guide to the customer's purchase decision criteria. YAMAYAO, when providing an online information gathering service, tells customers about similar products that other customers care about, other best sellers of similar products, other customers' satisfaction after buying this product, other products related to this product, and the comparison between products. These can help customers to make hooking decisions quickly.
   
Purchase decision: the problem at this time is how to help customers find a potentially decisive information in the big profit information. From the customer's point of view, the website should provide information about the whole purchase decision process, collect, process, analyze and provide corresponding post consultation services for customers' purchase behavior. Amazon just provides a complete set of information and services. Back foot behavior. In e-commerce, customers also need after-sales service. Amazon collects about 500Gb of stream and data from the Internet every week. Even if 10% of the data is useful, the customer's business information and archives can be updated in a timely manner. The website software can use the archive information to modify the corresponding purchase decision support content so as to better meet the customer's purchase demand. For example, the website provides corresponding information for users who like classical music.
 
In the process of e-commerce, what can better support consumers' purchase decisions is "personalization". Network personalization is related to the customization of network content for specific users, which is essentially to provide specific decision support for users. Personalization can mean that customers provide corresponding information foolishly or get corresponding information from customers indirectly on the Internet.. Personalization is effective at every stage of the purchase decision process. At present, personalized applications are mainly focused on the problem identification stage. For example, we can find out the interest of potential customers by analyzing the interest of similar customer groups. In fact, personalization can be extended to the application of information collection, sorting and evaluation, buying decisions and after hours behaviors. For example, in the purchase decision stage, the website can remind customers of their problems or their ability to withstand risks. It can improve the possibility of supporting consumers' buying decisions, as well as the analysis of tasks and specific situations. For example, when buying an air ticket, it is important to consider the specific situation. If the customer is going out for leisure, he would like to buy the cheapest air ticket. If it is an urgent business trip, then time is the main reason. A case of personalized analysis of tasks and specific situations is Datasage Datasa has collected the behavior data of network users and established a huge database of their persuasion chess moves. For example, what website to visit, purchase of meals, offline purchase behavior, service records and product registration, etc. In this way, the website not only knows what users buy online, but also their offline social relations. If the customer buys some books related to home decoration every time he changes his address, the next time the website will automatically provide you with relevant tips or price stations, which can recommend other books to customers who buy the same book and hook up other books. Chenger website uses mature analysis software to predict customer behavior and preferences through data collected from different lanes.

According to the research, the business websites that attract customers' attention should have the characteristics of online service order tracking, comparison, online preview of products, online search engines, multimedia images, clear and simple pages, etc. According to the e-commerce research institute in the United States, attractive websites can increase the demand of merchants by 10%. The starting point of functional design of all these business websites is to take customers as the center to meet the needs of customers to the maximum extent.
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