Content design for e-commerce homepage and detail pages

The core work since joining the company basically revolves around website page optimization, specifically the homepage and product details page of the website. During the project process, we also conducted research and exploration on the content design of homepages and detail pages of different e-commerce websites, and I would like to share a summary with you.

According to Maslow's hierarchy of needs theory, human needs can progress in order according to physiological needs, safety needs, social needs, esteem needs, and self-actualization. Physiological needs generally refer to basic survival needs, including food, clothing, housing and transportation; safety needs refer to personal safety, health protection, property safety, work, etc.; to the last level of self-realization, it has risen to the spiritual level. , leadership, values, leadership, etc. So, what needs can e-commerce meet?

From a broad perspective, all businesses that can be traded on the Internet can be classified as e-commerce, and since the development of e-commerce, the model form has been very rich, including concepts such as o2o and new retail. In this case, the final transaction may be done in advance or later, online or offline, but it is inseparable from allowing products to reach users more efficiently. The above-mentioned user needs can be more or less satisfied through materials, whether physical or virtual assets. Therefore, it can be said that the business scope of e-commerce can cover all levels of user needs, whether deep or shallow. For example, to survive in the world, people need a shelter that can provide shelter from wind and rain. This residence first meets people's physiological needs and can be lived in; secondly, if it is a house with complete safety facilities, it can even increase in value. It can meet people's safety needs, including physical and property; further, if this house is a villa located in the city center and is valuable, then it can also reflect the owner's strength to a certain extent and satisfy a certain degree of respect. Demand; even because this house is so valuable and has become a symbol of the owner's strength, self-realization can also be reflected through this house. For this house, everything from house hunting to final transaction can be realized through e-commerce.

Therefore, the business scope of e-commerce can cover all people’s material needs, whether virtual or physical.

The business scope of e-commerce is so wide that detailed research is a huge project. Here, the author only discusses comprehensive e-commerce (Taobao, JD.com, etc.), life services (Meituan, Dianping, Daily Fresh, JD Daojia, Qunar, etc.), and bulk commodities (Lianjia, Guazi used cars, etc.) Have a discussion.

For comprehensive e-commerce, user demand scenarios can be basically divided into:

1. There is a clear demand: the refrigerator from my friend’s house is good, and I want to buy it too;

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2. Category needs: I want to buy a refrigerator, I want to buy a Haier refrigerator (as long as it is not specific to a certain product);

3. Wandering needs: I just want to shop Shopping;

The product concept of comprehensive e-commerce is equivalent to that of a large shopping mall, with very rich content. Some users have clear needs, while others want to go shopping and try their luck. Users also consider a wide range of factors in their decision-making: whether it suits their needs, the quality, the price, the reviews, the logistics speed... Of course, every user has a clear need. The weight of these considerations will differ according to different products.

For life service e-commerce, the demand scenario may be:

1. There is a clear demand: the xxx I had at a friend’s house yesterday was good, I will also buy some to make it; then The reviews of this travel product are very good, and I want to buy one to try it out;

2. There are category needs: I want to buy groceries, I want to travel;

Lifestyle service electronics Businesses can be further subdivided into fast-moving consumer goods (fresh fruits and vegetables, etc.) and travel group purchase categories (travel products, group purchase services, etc.). An important scenario factor that distinguishes fast-moving consumer goods from comprehensive e-commerce is that users pay more attention to the effectiveness of transactions, and many transactions are based on geographical location. You can wait 3 days for a piece of clothing, but you cannot wait 3 days for a pound of vegetables for lunch. Considering the shipping cost, it is obvious that a store in front of your home is more suitable than a store in another city. For travel group purchase products, users tend to pay more attention to reviews.

For bulk commodity e-commerce, the demand scenario may be:

1. There is a clear demand: I want to buy an Audi a6 that does not exceed 100,000, and I want to buy a set. A house with one bedroom and one living room that is open from the north to the south and does not exceed 1 million;

2. There are category needs: I want to buy a pretty good car, I want to buy a pretty good house;

The transaction amount involved in bulk commodities is generally relatively large, and the various procedures are relatively complicated. Users tend to value quality and service more. Pictures and text information on the Internet, such as houses and cars, are a little thin and basically require on-site "inspection". Of course, as various new technologies such as panorama, 3D, AR, and VR gradually develop and mature, users can use the Internet to It’s not impossible to “immerse yourself” in it and make purchasing decisions.

Among the above-mentioned demand classifications, clear needs and category needs need to be specifically discussed for different business scenarios, and are generally classified according to the granularity of user selection conditions. The need for lounging will basically only occur in comprehensive e-commerce, because when people come to an e-commerce form that is specific to a certain category, they must already have some kind of purchase demand.

A detailed analysis of user behavior paths requires detailed discussion of each e-commerce form. Overall, it can be divided from new users, clear needs, category needs, and wandering needs, as follows:

According to the characteristics of the user's behavior path, the page goals of the e-commerce homepage and detail pages can be derived:

1. Home page: Confirm the user's target position and promote rapid downward conversion; when there is no target, create a target;

2. Detail page: Confirm the user's intention value for the current product, Promote decision-making; expand intentions when there is no intention;

The homepage needs to complete the precise distribution of traffic and guide the current user's needs to the corresponding next-level page; the details page needs to be detailed and easy to read Display the content of the current product to encourage users to complete their decision-making. Let’s talk about the homepage content design in detail first. Let’s take bulk second-hand goods as an example. Due to the actual situation such as category, the users who can come to the homepage are basically users with needs. But what does this user want?

It is divided into two situations. When the user needs are relatively clear, a search-filtering entrance can be directly provided. Of course, the result display strategy will be more complicated and needs to consider user behavior, product quality, etc. , and whether to display it according to the sku dimension or the spu dimension is also an issue that needs to be considered clearly. Second-hand products are not standard products and seem to naturally have a SKU dimension. But when a user wants to spend 100,000 yuan to choose a car, should he push a bunch of Volkswagens out, or aggregate brands and display different brands? This also involves the issue of user path depth. E-commerce has a funnel principle. The longer the user path, the higher the churn rate. How to take these factors into consideration and give users the most reasonable display strategy needs to be discussed in detail based on the situation. .

For users whose needs are unclear, in terms of recommended display strategies at this time, it may be the most popular service content and category label display, because popular may equal 80 user needs; for old users, it is The services and products circled based on user browsing, collection and other behaviors are exposed. This is a quantitative and precise reach. When users find the next-level exit on the homepage, they need a page containing more detailed content to take over. It is most likely an aggregation page for a certain type of product, or even a product details page. In short, it is a page that can catch the entrance.

For platforms with many services, such as Alibaba, JD.com, etc., the business content is very rich and complex. Everyone wants to occupy a favorable traffic entrance, so how to determine the priority of business exposure? Basically walking on two legs: user preferences and strategic push. User preference is the above-mentioned display strategy calculated based on user behavior; strategic promotion refers to the service content that the company focuses on promoting. This choice that does not rely on users must be forcibly pushed to users during the business promotion period.

As for the specific presentation form, as shown in the figure below, although there are thousands of contents, the core is to meet the real needs of users as much as possible.

Let’s talk about the content design of the details page. The e-commerce product details page is the last link in the bag conversion process. It is the most important page in the user's gold purchase process. It directly determines whether the user will buy the product (for bulk products, it may be whether the user is willing to take the time to see it in person). ), so each company’s product details page is basically a collection of product information. Products are displayed through different display methods (pictures, videos, graphics, text, etc.), and through different permutations and combinations, user browsing efficiency is improved, and it will also be combined with marketing , service content, promote user decision-making, and finally provide traffic outlets to encourage users to read and read more.

As for the specific content display strategy of the page, we will not discuss it here. The essence still needs to be combined with the business positioning to create a product that truly meets the needs of users.

The homepage is the primary page for traffic distribution, and the details page is the last link in traffic conversion. It goes without saying that it is important. When each company studies how the homepage and detail pages should meet user needs and business needs, they need to make systematic adaptations based on the company's strategy and users' explicit and implicit needs to achieve a balance. For products like e-commerce that started out as commercial monetization, how to balance user needs and business needs is also a proposition that has been discussed repeatedly. Fortunately, with the development of technology, the two have changed from being relatively antagonistic to complementing each other. The premise is that the page needs to come alive. You don’t know and I don’t know whether this entrance should be added, but users know that it will be displayed selectively based on the user’s behavioral feedback. It will appear when the user needs it. There is no point in criticizing them when they don’t need it. Continuous testing and data analysis can resolve 80% of the disputes.

emmm This paragraph touches on the topic of data products again. I’m not familiar with it yet, so let’s stop there for now.