How to improve the secret behind the user experience_Shang pin China focuses on high quality website construction

Website construction company Shangpin China often hears that consumers are becoming more and more intelligent and picky; It seems that price attraction is no longer effective, and sometimes they may even find that they spend more money on other products. A friend of an online shopping expert said bluntly in the chat that she now increasingly likes to buy things on Tmall. Compared with Taobao Bazaar, she feels safer, and the logistics and after-sales service are better, even if she needs to pay a higher price than Taobao Bazaar. In fact, not only online shopping, but also in reality, we will have a similar experience. We will not only pursue cheaper prices but also higher quality or service. The competition of some enterprises is not just about price war, but more services than usual. For example, some restaurants provide free manicures, foot baths, thrushes, fruits, games and other services for queuing customers. In fact, their taste may not be better than that of other restaurants. But why? Some "super value" services make consumers feel more and more like God.

Users are not loyal to the brand but more about their own experience

I agree with a statement that the Internet is being redefined Marketing website construction The brand will no longer make people fascinated and worshipped like religion, and consumers will pay more attention to their own experience and feelings. We all know that the Internet is becoming decentralized, and everyone can form their own center and show their personality more and more. Consumers will pay more attention to themselves, products and services rather than the brand itself. Once great brands will die if they cannot improve user experience and satisfaction. Nokia and Kodak are profound examples. It is difficult for us to educate consumers through advertising and public relations. They are more willing to believe in their own eyes, ears, true feelings and the reputation of people around them. The brand may be just a logo or name code in the future, and your consumers may like your product, or they may only be your users at a certain stage. For example, Apple fans can become Samsung fans, and three months later they may re consume Apple. The final state is that your brand can become the top three choices for him to buy such products, rather than the only one. The brand dividend is disappearing in the Internet era, which may be replaced by the experience economy and fan economy era.

Competition will lead to a better user experience

If there is no competition, I'm afraid we can't talk about high-quality user experience. The user experience can be understood as the feeling of the whole process from the user's acquisition of product or service information to the completion of purchase and enjoyment of after-sales service. I understand this user experience as including product service use function experience, purchase process experience and after-sales experience. With the rapid development of e-commerce under the Internet, users can purchase products from all over the country and even the world through the Internet, breaking the previous regional consumption restrictions. For example, we used to buy an electric fan in the town or urban area, even if it was farther away, it would be the surrounding city. In addition, we need to pay a considerable toll cost for cross market purchases, but when our choices are not so rich, our requirements for experience are only functional products or prices, or a slightly better attitude. Sometimes I may suffer from a bad attitude for the sake of low price. But now we can buy from thousands of sellers on platforms such as Jingdong, Taobao, Yihaodian, etc., and the price service is clear at a glance, and we can also guarantee the return and exchange of goods. Especially when there are no special requirements on product performance, service experience undoubtedly becomes a very important bargaining chip. At the same time, in order to win the competition, businesses need to do everything possible to improve the user experience and make users feel comfortable. Therefore, we will see that 7 days of return without reason, 30 days of replacement, 2-3 hours of lightning delivery and other service selling points appear. The Internet has smoothed the competition wall and boundary, accelerated the difficulty of competition, and improved the user experience.

Control and improvement of user experience

User experience is often a subjective feeling. In addition to the objective impact of the substantive products and services themselves, this feeling is also affected by subjective factors to a large extent. His actual experience and expectations determine his final overall experience. Therefore, to improve the user experience, enterprises need to reasonably control their expectations. The higher the expectations, the lower the user experience. On the other hand, they need to improve their actual experience, such as product quality, shopping process experience (more popular OTO is also a kind of experience), after-sales service, including creating some surprises through gifts, discounts, etc. Therefore, if enterprises want to improve their competitiveness through user experience, it is necessary to increase the actual experience value through multiple channels, not just the product itself.

Another key point of user experience is the experience of your prospective target users. This quasi target user mainly refers to the user who has the ability to normally purchase enterprise products or services. Those who enjoy your products through an occasional ultra-low discount are not necessarily users, and their user experience is not worth much reference. Only those users with consumption power will put forward requirements on quality and experience and really pay the bill. The more they have consumption power, the more they will attach importance to experience, rather than price factors. Such users are also long-term users. What is the secret of user experience in the Internet era? After consumers have extremely diversified choices, their loss costs are very low, and price and product functions themselves will no longer be the most important temptation factors. In the future, the competitiveness of most enterprises formed by products and technologies is difficult to become a lasting competitiveness, while user experience is the core competitiveness that truly meets the personalized needs of future users, and it will never end.

User experience is the product of enterprise competition and the welfare of consumers

Without competition, consumers may not have a good experience. Like some monopoly industries in our industrial era, although consumers complain and complain for countless times, you will find that it is still difficult to have a good user experience, or rather slow to improve. Why? In addition to the monopolists' high minded attitude, they also know that improving the user experience requires costs. For example, the service of three free gifts per day of Easent is more demanding than the service of three free gifts every other day, which means that enterprises need to invest more. If enterprises can easily make money on the original services, they will not spend effort and energy to improve the user experience and retain users. But once there is competition, the situation is different. Competitors may seek differentiated competitive breakthroughs in other aspects of the user experience. In short, it is impossible to attract all users and create an absolutely perfect experience, but you can be the same as your competitors in some aspects and better than competing products in some aspects, otherwise it will be difficult for enterprises to survive in the competition in the future.

How to improve the secret behind the user experience

Date：2015-02-09 Source: Shangpin China Type: website encyclopedia
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