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E-commerce website design analysis Series 1: excellent navigation design

Publication date: 16:53, August 14, 2017 edited by: www.51serve.com Label:

With the growth of the Internet, commodity transactions through e-commerce websites become more and more frequent, while visitors will feel confused when facing more and more huge amount of information. Therefore, excellent navigation design can improve the usability of the website, which has practical significance for the efficient operation of e-commerce website. In addition, the home page navigation design of e-commerce website must be based on the principle of user experience, which not only reflects all the information in the website in the limited navigation bar, but also provides important help information for users. Because of its unique importance and irreplaceable, the Electronics Business website design China is becoming more and more important.
 
1. Conform to the content structure of the website
 
Before designing the navigation of e-commerce website, we should have a comprehensive understanding of the overall content of the website in advance, and classify the website content. One of the problems involved here is that there is no need to show all the plates in the navigation. E-commerce websites generally have two kinds of navigation, which are the general navigation of the website head and the classified navigation of the side. Generally speaking, the general navigation will be more general display site goods, and the classification navigation will be more detailed. The total navigation content is too much, whether in the experience or visual, there will be a sense of muddling. As shown in the following figure, the total navigation classification of Dangdang network is more complex and trivial.
 
On the other hand, the content displayed in the navigation should be closely related to the website content, which also reflects the matching degree between navigation and content. This involves the advertising in or around the navigation. As the case of dangdang.com shows, there is nothing wrong with the integration of some advertisements in the navigation periphery. If the application is appropriate, it will not be disgusted by users, on the contrary, it can also improve the satisfaction of users. However, it should be noted that some content irrelevant to the content of the website and the advertising content is too obvious, excessive Irrelevant content is bound to make users feel disturbed when shopping.
 
2. Combined with website business objectives
 
The navigation in the home page is a microcosm of the current situation of the website. Users can roughly understand what goods the website sells through the navigation. Therefore, navigation is necessary to change with the main products of the website, or according to the sales volume of goods, so that the navigation presented in front of users is always in line with the content of the website itself and the current hot spots. In the operation process of e-commerce website, many problems will gradually emerge, so website revision is one of the inevitable processes. However, before revision, all problems should be listed first, and then whether these changes can really solve the problems can be considered.
 
Designers in the design process of different projects, from the process is basically the same, but it is crucial that each website design will produce different design goals according to different business needs of customers. Once you have this goal in mind, you should always remind yourself that no matter how fancy or simple your design is, you must complete this goal The whole is reflected. Vipshop is still more obvious in terms of its goal. It shows the types of its main commodity columns, including recent activities, in the most clear way, which effectively reduces the time for users to think, and enables users to make decisions for their own click in the shortest time.
 
3. Comply with user usage habits
 
It is inevitable to design a website according to the user's experience and feelings. However, many designers will replace the opinions of most users with the opinions of colleagues around them, which is very undesirable. When doing navigation design, designers should regard the users as new users or impatient users, especially e-commerce websites. They should meet the needs of users at the first time and try to weaken the learning ability of navigation. For example, the classified open mode of mouse hovering can greatly reduce the learning cost of users.
 
The time a user stays on a page is calculated in seconds. Therefore, navigation must be clear at a glance to make users feel dependent. Here's another point. When the website decides to change its version, try not to make great changes to the navigation, because navigation is an important part of the whole website and a module that users rely on relatively. Once the navigation has changed greatly, users will feel a sense of strangeness and distance. New technologies are only used in irrelevant places.
 
About user experience, here are some small details to share with you. When the user's mouse moves from the first level navigation to the second level navigation, sometimes due to the deviation of the movement angle and time, it will inadvertently hover in the next level of classification. Although it's just a casual little detail, it will make some impatient users very angry. According to the preliminary survey of anyforweb, the mainstream e-commerce websites on the market are qualified in this regard.
 
In addition, Amazon's website is too "simple", the background color of navigation is too close to the background color of web page, and the font of navigation is too close to the font of web page, which will cause visual confusion of users at a certain moment of viewing. (as shown in the figure below)
 
4. Avoid duplicate classification
 
As mentioned above, in the navigation design process, first of all, we should have a comprehensive understanding of the overall operation content of the website, and then we can work out specific sections. The function of the home page navigation is to make a detailed classification of these plates. After the purpose and importance of navigation are clear, the similar plates are put together to form a whole, which is the main idea Navigation. We will have a full navigation on the lower left or on the right. In some well-known e-commerce websites, the utilization rate of local navigation may be higher than that of main navigation. There is a subtle progressive relationship between the two, and it is necessary to avoid content duplication as far as possible.
 
Whether it is text or pictures, repetitive content can easily make users feel tired. As shown in the case of tmall, "medical care" and "Medical Museum" are very similar in meaning, and they do enter the same page after clicking. Such repetitive content will significantly reduce the shopping experience of targeted users.
 
5. Use the right copy
 
In order to cater to users who only want to stay in navigation for a few seconds, the usability of navigation text content becomes very important. Text tags are the most powerful way to convey information. Therefore, copywriting in navigation should avoid using words that are difficult for users to understand, such as professional terms, abbreviations and personalized language. One of the most common is abbreviation. Many e-commerce websites choose abbreviations because of beautiful layout or limited text length, thus sacrificing user experience and increasing the difficulty of users' understanding of navigation.
 
In the navigation of e-commerce websites, the first task of copywriting is to make each user understand the relevant information accurately and quickly. As designers, we naturally spend a lot of time focusing on visual aesthetics, which is a common fault of almost all designers, but this common fault has become a fatal injury in navigation design. Clear expression is the premise of beauty, and the best state of any interaction project is to achieve transparency.
 
6. Clear visual experience
 
From the visual point of view, the user only takes a few seconds to scan the website, so the visual design of navigation must conform to the logic, provide users with a kind of guidance with color, and become the guide for users to click. The clickable parts should be as obvious as possible to reduce the user's guess. In the use of color, large bright colors should be avoided, which will indirectly reduce the recognizability of navigation text. At the same time, e-commerce websites are aimed at all consumers. Therefore, some color obstacles should be considered in the color matching of navigation and navigation text content.
 
Jingdong's website does a good job in this regard. The navigation color of each level is from dark to light, which gives users a sense of gradual progress. The color matching of the whole navigation area is also very appropriate, no matter where the mouse hovers, the location can reflect a more comfortable page.
 
7. Provide feedback to users
 
When a user acts on an element in the navigation, the navigation item should give corresponding feedback. For example, when the user hovers over the classification navigation or clicks on some text content, the text should make some changes, such as the font size, color change, or any other appropriate effect. On this point, most of the domestic e-commerce websites are in place.
 
The second level navigation of No.1 store has very appropriate feedback information. A whole selected plate is filled with non dazzling colors, so that users can clearly know their current location. The color of the selected three-level navigation system is similar to the font color of the popular products, which is easy to be confused.
 
8. Navigation is in line with the overall style of the website
 
Navigation and the overall style of the website should be divided into two parts: visual and content. In terms of vision, most websites won't have big problems, because all designers know that navigation basically occupies the main vision of the whole page. In the homepage of e-commerce, only navigation needs to cater to the whole website and dominate the website style. In terms of content, the content of navigation is closely related to the number of hits and even the sales volume of products. Once users can not find the products they want through the navigation, it means that the merchant has lost a customer. And if you can recommend some products to users in the navigation, you may be able to promote the sales of goods on the website.
 
Navigation should conform to the overall style of the website, from details to every small detail, even to any wireframe font. The main purpose of this is to reduce the user's sense of page skipping, and try to avoid users' thinking and reaction because of page Jump. At the same time, the overall aesthetic degree of the website also has certain benefits.
 
9. Good for search engine optimization
 
Search engine optimization is the promotion method that almost all start-up e-commerce will choose, and e-commerce navigation is the most important entrance of e-commerce website. Based on this, there are many columns of navigation is not conducive to search engine capture. In the content setting, the main content should be displayed at a glance, such a design is not only conducive to users to view, but also allows search engine spiders to follow the navigation directory layer by layer. Therefore, in the navigation bar as far as possible to use text, reduce user thinking time at the same time conducive to search engine optimization, buttons and images will hinder the search engine access and capture.
 
Compared with the type of simple navigation, it seems to be simple. There are only a few main modules in the main navigation, which not only allows users to quickly understand the main project of the website, but also is conducive to the optimization of search engine.
 
10. Professional navigation
 
Commercialization and specialization are particularly important for B2B e-commerce websites. Nowadays, the navigation of many e-commerce websites looks messy, and the color and layout are too naive. Such navigation will make users have different views on the style and tone of the whole website. If the e-commerce website needs to reflect the characteristics of seriousness and simplicity, it should try to avoid excessive sports effects. As a navigation bar, it's a good choice to have a higher height and a bigger bold font than other title bars, but if it's overdone, it will look less refined.
 
 
Summary:
 
The author thinks that the navigation design of e-commerce website can not be generalized, different website types have different design emphasis. For example, Amazon and other comprehensive e-commerce websites have a large number of goods, so the navigation design of 40 million products and 4000 products must be very different. We can see that Taobao from the initial level of navigation is divided according to the user population, to now, not only expand the search box, the first level navigation also takes the function as the dividing point.
 
For example, it is necessary to classify the products of Jingdong according to their own types of products.
 
There is another type of e-commerce, which is transformed from traditional enterprises. The marketing of such e-commerce websites usually focuses on a single brand, such as UNIQLO in the case. Because the classification and quantity are very few, so in addition to the traditional scientific classification index, the single product recommendation on the home page is also very effective for the marketing of a single product.
 
The navigation design of e-commerce website should be based on the principle of user experience. All information in the website should be reflected in the limited navigation bar, and important help information should be fed back to users.

If there is no special indication, the articles are all original by Bojiu. Please indicate that they are from http://www.51serve.com/fenxiang/wangzhanheji/20170814/5.html
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