The Influence of Website Design on Consumer Behavior
Source: Shangpin China |
Type: website encyclopedia |
Time: January 14, 2015
With the continuous development of e-commerce, Website Design Through analysis and research, we decided to analyze the impact of website design on consumer behavior from two stages.
The impact of website design on consumers can be divided into two stages. The first stage is when consumers browse the website, and the second stage is when consumers make decisions.
（1） Website browsing stage
In the browsing stage, the main influencing factors of consumers' website browsing are convenience and situational feeling, of which convenience can be divided into navigation design, commodity classification, etc., while situational feeling can be divided into website color design, commodity display, sound, etc.
Consumers are increasingly eager to spend the least cost to buy the products they need when shopping online. How to let consumers find the products they need more quickly? Businesses can save more time to find the products they are satisfied with through more convenient navigation design. At the same time, websites can cache pages through advanced search queries, optimization algorithms, filtering keywords, and providing web snapshots, and collate and sort the results according to the user's search history, so as to make the search results more accurate, provide more referential information, and more effectively help users filter and find the content they need. On Taobao website, we can see that every page of Taobao shopping website is designed with a commodity navigation system, which makes consumers feel that every page is a home page, making it more convenient for consumers to collect and search for commodities.
At the same time, e-commerce websites can also reduce the cost of consumers' shopping through commodity classification. Clear product classification is conducive to the establishment of commodity database, making it convenient for visitors to find commodities, reducing the time consumed in search, and improving the search accuracy. Generally, shopping websites will classify goods according to different standards, which can give people a good overall feeling. At the same time, when classifying commodities, we must pay attention to the different characteristics of various commodities and visually distinguish them from other commodities, so that consumers can pay more attention.
2. Situational perception
Consumption will also be affected by the scene of the website when browsing goods. Situational experience can be divided into website color design, sound and other aspects, and these factors are just what consumers can feel. The quality of website situational design will also have a significant impact on consumers' purchase decisions.
In people's daily life, the amount of information provided by vision is quite large, about 80% of the total amount of information provided by all senses. A successful shopping website must be consistent with the theme of the website and harmonious and attractive in color setting. A shopping website design must have its own main color, because the main color is the embodiment of a website theme. At the same time, website design must pay attention to the harmony and unity of colors. For example, the shopping website of Fanke adopts a gray and white tone, and the tone is relatively harmonious. At the same time, different from the websites gathered by many brands such as Taobao, Vanke is a single brand, so it needs to maintain the unified style of the whole station, so Vanke still maintains the elegant color overall.
The display mode of goods is also a major factor affecting consumers' purchase of goods. Shopping websites can attract consumers' attention and introduce them to the popular products on the website by using flash animation and online video as dynamic display modes. This display mode of goods is more likely to attract consumers' attention, bring visual impact to consumers, and make them more interested in goods.
Video shopping is a new form of e-commerce shopping, and also a new mode of commodity display. Video shopping allows sellers to have a platform to display their own goods, and at the same time, consumers can feel more authenticity of the goods they buy, reducing the risk of consumers buying goods. This kind of purchase mode is more likely to attract consumers' attention and can enable consumers to shop immersively. Youku first cooperated with Taobao Mall to launch video shopping business. Video shopping breaks through the previous display of pictures and words, which is conducive to reducing the falseness of goods and increasing consumers' trust in the website.
The type of background music, the size, pitch and rhythm of the sound on the website have a great impact on consumers' purchase behavior. Consumers hope to enjoy a relaxed and convenient shopping environment when shopping. When shopping websites choose background music, they should pay attention to the impact of the sound size, tone and rhythm of the music on consumers, so that consumers can have a relaxed and happy shopping environment, so as to prevent consumers from having a negative impression on the website. At the same time, the music background selected by the shopping website should adapt to the style of the brand, highlighting the brand charm of goods to attract consumers' interest.
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In terms of decision-making, in addition to the reasons of consumers themselves, the interaction between consumers is the main factor affecting decision-making, which can be divided into consumer evaluation of products, interaction with consumers and other aspects on the website.
1. Consumer evaluation
Beijing Website Design It is believed that consumers' evaluation of commodities will directly affect the decisions consumers make when purchasing commodities. When consumers buy goods online, they generally check other consumers' comments on the goods due to their lack of knowledge of the authenticity of the goods. According to the research report on China's online shopping market in 2009, 41% of netizens read user reviews before buying every commodity, and 26% of users read user reviews before buying most commodities. By passing on the direct experience of predecessors, user reviews can avoid buyers' purchase mistakes and become an important assistant for users to make purchase decisions. When designing a shopping website, users' comments must be placed in a conspicuous place, so that consumers can buy goods more confidently, and at the same time, it can increase consumers' positive image of the website.
2. Interaction between merchants and consumers
While consumers are making purchase decisions, watching user reviews can reduce consumers' doubts about the authenticity of online shopping. However, for some consumers who do not often contact online shopping, the communication between businesses and consumers can also dispel consumers' doubts. Merchants design a platform for communication with consumers in the obvious position of the website, so that consumers can more easily communicate and contact with merchants and contact with doubts in their hearts. No matter their purchase requirements, or post purchase information, as well as relevant opinions, enterprises should collect and sort them out, and there should be special personnel to answer, teach and talk to consumers online. Only in this way can visitors become consumers in the future and consumers become loyal consumers.
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