I really like Hara's "Design in Design", "Solving the problems faced by most people in society is the essence of design." Similarly, the website revision is the same, to solve the practical problems facing.
The actual problems are reflected in: user experience, or insufficient website content expansion caused by product revisions and other reasons, and conversion rate problems and other marketing needs.
Of course, there are also many pure websites that are aesthetic issues. Such a revision decision makes people feel that the value is not high. At the same time, this is also a norm among our customers, which also reflects the importance of visual style to company management.
For this kind of problem, I might suggest to directly use our Alibaba Cloud's Sumei to solve this kind of SaaS tool is very operability. For the revision, just use the background modification of the SaaS tool directly. In short, it is as simple as PPT operation. However, the revision of the website is not a trivial matter, and it is still recommended to think thoroughly before implementing it.
1. Are you sure your website needs to be revised?
Divided into four questions:
1. Why is it necessary to redesign? In order to achieve what goal?
2. What are the company's recent business and marketing goals? Is the website preventing this goal?
3. Who are the company's target users? What are their website usage habits? Or more small programs, H5?
4. Why change the website experience? What are the short-term goals? What is the long-term goal?
If you think about these issues clearly, you can choose to revise
Second, see which type of website you are suitable for
The corporate display type is based
on priority display, and other functions can be auxiliary. The essence is to let visitors know you for the first time through the Internet, not to worry about the corporate image, business philosophy, product advantages, service content, office location, recruitment information, etc. More complicated functions. "Quick launch" is the primary goal.
Main indicators of concern: brand, that is, page aesthetics, website opening speed, website security, and also consider the speed of website online and the cost of construction. Such companies will not spend too much budget on the official website.
Suitable for: government, public institutions, B2B, catering, real estate, energy machinery, cultural and creative industries.
The products or services of online marketing companies are not pure e-commerce products, but need to be promoted online to obtain customers, but delivered offline. There are product details page, online consultation, super form, etc.
Suitable for: education, decoration, B2B, medical and health, housekeeping, automobile, etc.
Main indicators: UV, clues, and the conversion rate between the two.
For example, Naxue’s tea used Alibaba Cloud’s site-building SaaS tool to attract investment and join. Get red station network products
E-commerce transaction type
Suitable for physical products, standardized virtual products or services, which need to be sold online. There are shopping cart, payment, member management and other functions.
Suitable for: fast-moving consumer goods, clothing, food, maternal and child, online education, knowledge payment and other industries.
Main indicators of concern: sales, order volume, average order, LTV
The news content station
mainly displays content in the form of articles, pictures, videos, live broadcasts, etc., through knowledge payment, e-commerce, advertising or paid membership realization.
Main indicators of concern: website UV, advertising click-through rate, e-commerce sales
The
main users of foreign trade websites are located in the United States, Europe, Africa, Australia or Southeast Asian countries. For the convenience of users to access the website, the server also needs to be located overseas (or Hong Kong node).
Main indicators: According to industry specific analysis. If it is the real estate and education industries, pay attention to clues; if it is e-commerce, pay attention to GMV. If it is a non-profit organization, focus on the brand.
3. How to revise different types of websites
I suggest that we must understand user psychology, the focus of which is to understand the nature of human behavior. Of course, this is based on your thinking clearly about the problem I mentioned in the first chapter, what is your purpose.
Give full play to empathy (a professional term for psychological counseling, which means that the counselor does not use the external objective or personal subjective reference standards, but the reference standards of the visitors who put himself in to experience their inner feelings). In other words, we must carefully understand the customer's needs and distinguish between the true needs of the customers or the fake needs.
In fact, not only the C-end, but also the B-end website construction industry has many pseudo-needs. The source code of the website is one of them: some website users ask us to provide the source code, just read a lot of misleading information. But everyone who knows SaaS knows that this is completely different from a separate website code. Is it necessary to give you the source code of a whole set of systems?
But once you hear that the source code is good, you will blindly need the source code. But in fact, the website source code is useless for you without an operation and maintenance team. It is better to hand it over to a professional team for operation and maintenance to ensure the safety of the website. Therefore, for the website revision, it must be clearly distinguished, which are user demands and which are worthless feedback from users after reading other websites.
Secondly, the website is the details that determine success or failure. So, let's talk about the details of the four websites and how to revise them.
1. Navigation revision. The
top navigation design is generally: logo + search + main navigation + personal avatar + core operation buttons.
If this place is to be revised, three things must be clear.
a. Want user experience or product features?
Confirm your product stage, if it is the initial suggestion to show its characteristics, in the later stage, still pay attention to the user experience. But it doesn't matter if this niche product is difficult to use.
At the same time, I think the issue of user experience or product features can be considered. I personally like Zhihu's top navigation, which takes into account user experience and product features.
The setting emphasizes the characteristics of the community. This is a question-and-answer community. Next to all the search bars are questions, and the blue color blocks are processed to increase the user's desire to click visually.
b. Should users develop habits or improve user experience?
In the long run, improving user experience must be beneficial. But it should also be careful not to make a big change at a time, a small transition is better.
It can even be partially released. For example, I have participated in the new version test of Zhihu before.
c. User value first
Avoid too many distracting elements, such as too much content in the main navigation. You can refer to this kind of priority method of Zhihu, first-level navigation, second-level navigation, but at present, the information is too complicated and repetitive. For example, waiting for you to answer, answer the question, and answer later, it is actually possible Partially merged.
2. Revision of the carousel chart. The
dynamic effect selection is good, and it must be more comfortable for users. Here I prefer the carousel effect of Tiger Sniff. There is a small circle showing the time of the current carousel chart.
At the same time, users can only view one carousel picture, and there are very few patience users, so a concise value proposition must be adopted.
But even better, there are clear details and a clear CTA button to guide users to click. For example, the sections under the carousel of Tiger Sniffing this webpage, timeline, 24 hours, and the latest, as well as the important Tiger Sniffing Pro members, are all small red buttons in the CTA settings.
But obviously, paid content should be a very important paid content of this website, but it has not made a clear distinction. Consistent buttons do not increase users’ desire to click. It should be more responsible to make the CTA distinction for your main revenue items. The point here is to use visual psychology to encourage users to click.
3. Adaptation problems
Clarify what is an adaptation problem, such as the so-called responsive website, which cannot solve the adaptation problem perfectly. Solve the problem of PC and mobile phones. There are also issues with different phone models and browser issues.
Recently, our team has been solving this problem recently. Every kind of mobile phone, whether it is Apple, Xiaomi or Huawei, can achieve perfect adaptation, so it is recommended that responsive websites should be carefully pitted.
4.
404 page design 404 must be there, such as Alipay, Zhihu, and Weibo. The webpage is the same. If you make 404 more interesting, you can improve the user experience and reduce anger.
Maybe it could become a marketing event. Will increase more sharing, such as this kind of interesting 404 copy operation.
Fourth, how to test the effect of the revision?
1. Data analysis
There is no perfect website, only websites that are constantly becoming perfect. To understand the operation of the website, the best way is data analysis. Analyzing data can better understand website visitors and provide optimization directions. Using tools such as CNZZ and Google Analytics can allow you to understand customer habits and help you understand the path of website users, including the source of website traffic, traffic, browsing time, devices used, and many other fields of data can be used Analysis tools are obtained.
It is recommended to collect data within three weeks to one month after going online. At the same time, compare the PV, Session, and jump page related data in the weeks before and after the revised page to confirm the effect of the revision. If it fails, continue to adjust.
At the same time, when fetching data, it is recommended to take out both the Url categories and subcategories. When doing this, you can analyze the subcategories to get the access fluctuations of each block. Be sure to analyze specific URLs for blocks with obvious fluctuations, so that the analysis can be focused and get twice the result with half the effort.
2. AB test
You have to keep iterating the website. Iterating a website is a belief that you should update and improve your website regularly, rather than just throw it out after you go online.
Using A/B testing as a tool for iterating websites is very beneficial for understanding users and getting the best user experience. Words such as button location, color, font, and even title or CTA can have a significant impact on your conversion rate.
A/B testing will create a variant and provide you with data about how each version performs. Which version is the most effective? What makes you get the most accurate potential customers? A/B testing requires really different dimensions and different functions to be continuously performed.
Focus on traffic and conversion indicators, calculate the data, and compare before and after. The point is to keep the data of the old page in advance and compare the old with the new.
Analyze the proportion of PV and Session before and after the launch, as well as the proportion of each sub-category PV/total PV, and the proportion of sessions. Then calculate the promotion rate = (proportion after going online-proportion before going online) / proportion before going online. The data analyzed in this way is more illustrative.
Finally, the website revision should not be blindly and affect the whole body. You must think clearly about the role of the website and the company's goals.
The pictures come from the photo network and the case library of Alibaba Cloud Construction Team
I hope that today’s sharing is helpful to you. If you have any questions about cloud computing and website building, you can privately trust me. I am Bei Ke, a master's degree in CS (Computer Science) from Cornell University, and a serial entrepreneur. I am currently working in the R&D team of Alibaba Cloud AI intelligent website construction technology as a senior algorithm engineer. Welcome to pay attention.