Purchase Desire And Purchase Target Of E-Commerce Website

As a consumer, do you have such an experience: you have bought books for three years in Dangdang, but have never paid attention to the front page of the book channel. You have never noticed the book topic Banner, and have hardly used the book navigation directory.

You only use one function: search.

On Taobao, you may be the same: search, then filter, sort, and buy.

As product manager, you are planning website navigation.

The starting point of designing an e-commerce website is to understand and segment your users, such as new users and old users.

Another important dimension to user segmentation: active users and passive users:

Passive users: there is a desire to buy, but no definite purchase goal needs to be guided and stimulated.

For active users, take the traditional bookstore for example, then go straight to the target bookshelf or ask the shopping guide XXX where to put it and buy it.

The scene of the Internet is like this: you are a fan of Li Kaifu, and he recommended a book "my success can not be copied" one day. Presumably you will go straight to Dangdang, then search, and then join the shopping cart.

It's still the bookstore. If you meet its anniversary, you will surely go in, because there must be a discount. This wandering behavior is passive users.

I am following the example of buying a book website, because it is typical and well understood.

Starting from inbound traffic

If a user enters your website through a book title, of course, the Landing Page is on the detailed page of the book.

Such users, your website homepage and product navigation are purely furnishings, because they are active users: the goal is clear.

If a user enters the home page through the brand advertisement, you should recommend some books that may be related to him.

For example, he came from a medical website, the first two screens on the front page can be considered as medicine or regimen; if it is a tourist website, it should be...

Because he is a passive user: the target is not clear, you need to guide him.

Of course, the design requirements for the website are too high. In addition to Amazon, Dangdang did not go to this step: personalization.

You went to the Jingdong to see a power outlet, and then you went to Amazon's home page. The magic recommendation happened. The technology realization may be based on the HTTP referer header, that is, the commodity category in the previous page.

There is an exception. If the user searches for the name of the website and then enters the website, you really don't know whether he is active or passive, because many users just don't want to remember the domain name, such as Amazon (this is why the well-known websites are popular words on the search engine list).

After he enters the website, he may go straight to the search box or start staring at the front page.

About home page

When you know that there are active users and passive users, there may be a sense of frustration: I design such a gorgeous home page, but also every day to spare no efforts to update, even less interested? You can do a compromise: first screen manual recommendation, a few other screen simple machine recommendation.

There is also a saying: my home recommendation is hot products, accounting for 20% of my daily sales, so many people on the front page are concerned.

I can't help asking, are you sure that they are not buying from search and buying?

If your website is 70% old users, they will come back in three directions. For such passive users, the relevance and quality of the recommended products on the front page are particularly critical, especially the Banner hurdles and limited time rush.

Like the ranking column, it is aimed at passive users.

On navigation and search

Navigation and search are the core entrance of any electricity supplier's website.

Because of the difference in category, the emphasis is different. Navigation and commodity oriented products, such as footwear, household appliances and mobile phones, are very important.

Large volumes of non standard goods such as books are usually mainly search and navigation (navigation and search traffic distribution).

For books such as websites, if users enter the list page through directory navigation, such users must be passive users: there is no definite purchase target.

What he buys depends mainly on the ordering of the first, second page of the commodity list, that is, the order of recommendation.

The so-called recommendation is the correlation of goods. In the case of unfamiliar with user preferences, it is generally a weight value that is synthesized in recent sales, praise, shelf time, clicks and collections.

Of course, there is also a problem: the recommended books are always hot books and new books, and those classic old books are left behind.

Is there a classic old book channel? Or is there a module in the book detail page: the classic old book? Or simply wait to know its buyer, search to it.

For designers, when designing navigational list pages, you can recommend some topics or promotional activities to users; and search list pages are best to be clean and avoid noise, allowing users to make decisions and order more quickly (list pages are pition pages).

About product details

Whether through navigation or search, finally enter the detailed page of merchandise.

When the user wants to buy the product, his most likely intention is to find alternatives (like price phones) or add products (such as related books, iPad), that is, "related recommendation" products.

Looking for alternatives: there is a desire to buy, but there is no clear goal of buying. He enters the detailed page as a passive user.

The detailed information and comment on the product are very sensitive to him because he is in the stage of commodity understanding.

Looking for accessories: a desire to buy, and a clear goal of buying. He has entered the detailed page as an active user.

He is not too concerned about the detailed information of the product, and the price is more sensitive to him because he is in the stage of purchase decision.

Most customers have a desire to purchase, but no purchase targets. In addition to paying attention to the price itself, he also requires higher information on the details of the product, because from the user purchase decision process, it is necessary to have enough knowledge of the product itself before considering the order.

For users entering from search to detailed pages, they need to be subdivided.

From the full name of the product (such as "chief executive officer two"), and from the entry of commodity attributes (such as "Officialdom Novels"), an initiative type, one is passive type (you recommend a copy to me, but to "officialdom novel" Oh). "," and "the official novel", "".

So I have been emphasizing that the recommendation system is the core infrastructure of the e-commerce website.

Among them, from the perspective of human attributes is personalized recommendation, from the perspective of commodity attributes are related recommendations.

Recommendation system, mainly for passive consumers.

The most popular social e-commerce websites, such as mogujie.com and beauty, are aimed at passive consumers.

The essence of these websites is to provide shopping guide service, that is, the Taobao customer mode.

Like a price comparison website, mainly aimed at active consumers.

When you search for "No. two chief executive 2" in Amazon, the magic correlation recommendation appears, such as "provincial Party committee", but Dangdang, the gap between...

About promotions and topics

Promotion activities are mainly aimed at enhancing consumers' desire to buy, but they have little attraction for users with definite purchase targets.

It is mainly aimed at passive users. Therefore, it is up to the recommender system to turn the desire of these passive users into a clear purchase target.

The topic is a recommendation method, such as spring, "give your father a regimen book".

For active users who go straight to search, promotions are often at a loss.

If you have a Taobao store, 90% of the traffic is from outside the station search. If you promote the station, the estimated effect will not be too optimistic (Taobao double eleven time we verified).

Since most active users prefer home pages

The sales structure of e-commerce website may be 40% from station search, 40% from directory navigation, 10% home page, channel home page and topic, and 10% related recommendation.

The higher the ratio of the home page and the related recommendation to the total station traffic and sales volume, the more passive and loyal the user is.

If the station traffic entry is mainly search, you really have to think about the composition of your users. It is estimated that most of them are new users.

It is said that the sales volume generated by Amazon recommendation system accounts for more than 30%.

One sentence summary:

In product design, for active users, it is necessary to enhance the efficiency of purchase; for passive users, it is necessary to strengthen relevant recommendation.