How to plan which product elements are necessary on the homepage of e-commerce website
The home page of a website is the facade of a site, and also the place where some nervous content meets. The product manager, operation manager, UE planner and UI planner often work together and spend the most effort on the home page. Although e-commerce websites are not exceptional, the above analysis of the home page of e-commerce websites: Influence of home page:
If the home page of an e-commerce website is not the "most nervous", do you believe it? E-commerce novices usually spend the most effort on the product detailed page, which is the soul of the entire e-commerce website because it can bring about indirect purchase and transformation. In e-commerce sites, the product detailed page is the real LandingPage. ( Beijing website production )
One of the important purposes of the home page is to distribute the traffic fairly into the detailed page, guide users to find suitable products, and hope that they will finally make a deal in the detailed page. We call this probation guidance diversion probation.
In addition, the homepage also bears the burden of brand abstraction. Integrity is the first goal of consumers, who have the right to vote against it. This law is practical in any online, online and offline business, including money donated by the Red Cross. The detailed page refines the selling points of the product, and makes the product picture plan more attractive. If you want to generate a deal, the condition is that users recognize and trust your platform. We call this probation trust demonstration probation.
Who is looking at the home page:
Home page users can be divided into two types: targeted and non targeted, and the words "tao" and "guang" seem to be more abstract.
People who like to "taobao" will at most know what kind of tools they need. For example, recently, they are bored and need to relieve pressure, so they want to buy a more comforting detective novel. However, some people clearly know the name and model of the product they need. For example, I need a Collection of Sherlock Holmes Detectives, because my wife and I are Sherlock Holmes fans. ( High end website construction )
People who like "shopping" are also our God. They often come and go because they have trust in the platform, and these people often have a strong preference for online shopping, without any educational capital.
Which product elements are necessary:
A rough product planning thought model: start thinking about why to do (goal)? Then what (positioning)? How to do it at last?
The following two paragraphs of analysis, we know why e-commerce home page? Let's talk about what to do. Those tools are indispensable.
Head abstract: including your station's logo, slogan, service guarantee items, 7 * 24 service promises, etc. All of these have played the mission of showing the brand abstraction. Through a series of combinations, users should be able to go from perception to preference to acceptance and trust. Trustworthy platform is the cornerstone of all transactions.
Search: Search is an indispensable element of the mall. It is for those who want to understand the information acquisition methods of users. For example, I will buy Selected Sherlock Holmes Stories for my wife as mentioned below. The purpose of shopping is clear, and I will not waste time to find a reliable mall to search indirectly. If there is one, I will buy it, but I will not immediately cross the page and leave (price comparison is another thing, which varies from person to person).
Category establishment: also known as "category plan" or "commodity classification", it is a matter of sorting out from major categories to small categories, and finally summing up all the commodities involved. From the perspective of user experience, the initial planning and sorting should not exceed three levels; It mainly conforms to the cognitive knowledge of the masses, so that most people can quickly find the kind of goods they want after clear classification.
The product classification is most suitable for those users who can describe what they want. For example, the above example, who wants to buy a relatively comforting detective novel. After the category, you can find the product combination page or list page of the reconnaissance novel, and then the user can stop carefully selecting and comparing from the list of all reconnaissance novels.
Introduction and sports: For users who visit, we need to introduce products and promote sports to make them interested in a product on the home page as soon as possible, and click to enter LandingPage. Introductions and sports often occupy the largest area of the home page. Because users who walk around at will do not understand their purpose, they need more intense sensory comfort to arouse their interest in shopping.
Amazon has always been a mentor in this area. The algorithm skills they created can predict the goods you like or need according to your various actions. All of them are completed by the system, and the accuracy rate is high. I don't believe they can seriously walk around outstanding websites. Of course, for most e-commerce companies, especially vertical e-commerce companies, without massive commodity data, I have increasingly advocated that operators should take the lead and complete this mission with the "human flesh project" method, so that the input-output ratio of bosses will be higher.
To be sure, the home page of an e-commerce website is far more than these functions, so that some demand products are innovated by separating their own advantages and user needs, producing some highlights of the function of "people without me".
