E-commerce insights--we must pay attention but not rely on

　　#Laogao E-commerce Online Information# Li Wei has worked for Microsoft, Taobao, and Tmall. He was a home designer of Tmall and Electrical Appliance City. He resigned in the second half of 2012 to found Shangzhuang and invited Han Geng to become a partner. He completed the B round of financing in 2015 and was selected as one of the top 25 new forces in Hurun Wealth. In the same year, he was awarded the title of "Top Ten New Zhejiang Businessmen" by Zhejiang Business Magazine. In November, he was elected as one of the top ten Internet celebrities in Zhejiang sponsored by Zhejiang News Group. Since 2016, he has served as an entrepreneurial tutor at Zhejiang University and served as an expert tutor at Jiangsu Satellite TV's famous recruitment program "Jobs and Jobs".

　　At the regular meeting of Laogao Crown Club in October 2015, Li Wei put forward various suggestions and explanations to e-commerce merchants from the perspective of design. Very pertinent.

　　The following is a selection of full texts:

　　At the beginning, I was responsible for Taobao’s page design. In 2010, we were transferred to do a project on Taobao’s Taobao Mall. Taobao Mall is a channel of the Taobao system. In 10 years, it was to establish Taobao as a company. It is just trying to do Amazon in China. Later we made the well-known Tmall. Later, I brought a few more famous designers from Tmall to do an e-commerce business on Taobao, called Shangzhuang.com.

　　Because we sold Shangzhuang for more than 10,000 yuan in January 2014, and we were at the beginning. In September, our monthly sales exceeded 57 million, and we found a good channel when we contacted our customers. Everyone may know about things like Yu'ebao. Save some money in it and then according to the annual interest rate, people open Alipay every day to see how much money they are today and how much they are collected. I put this idea into our social system. The only difference is that Yu'ebao chooses to save money, and Yinglibao just lets you spend money on it. We will use the accumulated amount of money spent as principal. If we generate interest, our monthly repurchase rate will exceed 40%. 40% is really a very high data in our team.

　　I just want such a good product, it would be a pity if I only do beauty makeup. So we made another purchase. Today I will share with you some of the content we have accumulated in the experience and design of users we have come into contact with on Tmall. I want to share our entire content.

　　1. What is experience design

　　In fact, what customers are most concerned about is from the home page to the channel page to the result list page and finally arrive at the baby details page. The settlement system at that time. All consumers are most concerned about the link with the strongest purchasing intention, and it is also a link that really involves paying money. The merchants have a mixed situation of page design and sorting these pages, and they put the user experience on the merchants' side to promote it. Later, because Tmall had too many business, they couldn't take so much time to do this promotion alone, and the store was in a shelved state. Later, I was subjected to less restrictions and I had such an opportunity.

　　I will share with you some of my thoughts based on the existing user experience. First of all, I would like to ask, do you know what experience design is? I think everyone should know that graphic design is all classified as spatial design. For example, what kind of thing we do on a poster or what kind of thing we do in a three-dimensional space.

　　There is a word called design order, which means that it is necessary to make a good arrangement to achieve our expectations and effects. This is the design experience. It refers to all the feelings of the user, including what he sees, hears, and reads. During a thinking process, he feels difficult or simple or more pleasant. We need to mobilize the behavior of the customer after he arrives at the store. Things that need attention can include visual design, gender research, and interactive design, which all belong to this category. Here we can see what the ultimate goal of graphic design is.

　　We must have the ultimate goal in everything we do, otherwise we will lose ourselves. We need to know what you are doing. If we can’t see the road in front of us, we may go around a big circle and go in another direction. This is what we need to focus on. Some forums and visual marketing of various merchants are used as a training course to promote or promote this kind of promotion or promotion for everyone. There may be exaggeration during the publicity process, which may be how many times the conversion rate of your store is. I will give you a real foundation today. I have been working in Tmall for so many years, and there has never been a case in graphic design. If we modify it once, we will have a huge improvement. I have never seen such cases, so I think this design and user purchases have a motivational and promoting effect. In other words, it cannot play the whole role. If you want to achieve a fatal effect by doing graphic design, you can only constantly motivate them, and only let customers remember you in many crown stores, and then slowly improve. So I hope everyone will not deify experience design, nor do they not pay attention to experience design. So today I will introduce some details to you.

　　2. What kind of design is "sensible"

　　To put it bluntly, there are only two things, one is atmosphere and the other is efficiency, which means whether the shopping customers are enthusiastic about buying and will it be exciting. I don’t know if you have paid attention to my Double Eleven design in 2011, it has a brighter red composition. What is it for? Because we find that red is a color that Chinese people are born with enthusiasm for purchasing, enthusiasm for purchasing does not necessarily mean that everyone wants to interpret it. It is related to your accumulated experience in your journey, so people think that as long as red appears, there will be good things. So we have a Tmall promotion with red as the theme. At this time, we can compare it now. The main venue of Double Eleven may still be this color system. You can look at the color design of a boutique department store, which is very pleasing to the eye.

　　Then look at New balance. I'm not saying that they are not doing well, but they emphasize their brand image too much. Because the brand image is emphasized, their colors remain very calm, so that giving customers' shopping enthusiasm is like an ice bucket challenge. It’s not that if you make this kind of page, there will be no transaction volume. Users with strong purpose will still place orders. But I don’t rule out that some of your customers are fence-based, but they don’t have a clear purpose at all. However, anything that makes them feel that they don’t meet expectations or are unexpected may be the reason why they give up the transaction. Therefore, we must try our best to make these customers able to place orders without failing. This is what we can create in the atmosphere.

　　3. Design cooperation with marketing strategies (enhanced access depth; improved browsing time; increased possibility of related purchases)

　　During promotion, we must make a big match for the entire environment. In daily operations, we must create it based on our own taste. Perhaps we can feel the sense of immersion in the entire shooting environment and when the customer arrives at your details page. At this time, they will have an early acceptance of your things. If the donkey lips of any element are not right, then the things that may come out will be abrupt, and professional things will not be recognized by users. Design is actually a combination, and the design elements are good, such as sports shoes and suits that are very good. Therefore, when we are doing store design, we also have this idea. We must follow certain rules for the atmosphere and make the matching consistent. You may not have enough beauty, but there is professionalism.

　　What I am talking about now is efficiency. I believe that the desire for how much you sell and how much you make will make you look like a work of art to meet your various needs. So if we discuss efficiency alone, these stores are doing well. First of all, he is a scene that we can use very well. Then there are not many such labels or atmosphere elements in the following product activities. What is highlighted is the product itself. Many junior designers often use design elements to overwhelm the main point to show their presence. Otherwise, they add an edge to a photo and then put a small flower. This design is a result of not understanding the design goals. We do not design for our own sense of existence, but for marketing. If consumers can see the selling points of our products more accurately and form transactions quickly, this is the professional quality and professional needs that every e-commerce designer should have.

　　Design plan and operation indicators. I don’t know what the situation is like to recruit designers now, but we found a problem that when doing good design, they often only design for art, not for business needs, and the boss’ needs, they will think that this is a realm that transcends designers, but instead they have a label that becomes beautiful and has a style. However, people who understand operations often do not have a deep sense of beauty, but this often cannot tell their brand well in a short period of time.

　　It is becoming more and more difficult to attract traffic through direct trains or drilling exhibitions. We can only do the best user experience through the first order, so that users can often accept the second order and third orders and then make profits. If you are busy with the previous design plan, it is possible that the user will no longer order after the first order, so you will find out what kind of thing is the most valuable now? The most valuable compound talents are now. He must understand both operation and design. This use involves a key task indicator, which is how to meet our performance needs. When visual cases are translated using visual language, many people may say that we should make the store more elegant or literary. How should we interpret this matter? For this simple criterion of thinking and judgment, we can think about what is in reality that makes me feel atmospheric, so we need to consider what points it makes us feel atmospheric, is it just a name? No. For example, you may find that the grids of everything he displays in the LV store are very large. It is not like the grid shop on the street. Each grid is very small and densely packed with many products. Another point is that their lighting is very particular because they want to highlight the selling points of the product. The entire store will not be full of labels, so that all the atmospheric elements will be sorted out or written down to make it clearer.

　　There are many lecturers who also talk about the Internet revolution. I think this is simply a concept of hype. Any revolution is an improvement in efficiency. He has no mysterious things. He uses previous experience to enable him to perform the so-called Internet design with newer technology and better results. He used previous experience to make him perform the so-called Internet design. I didn’t know what it felt offline before. They must have such a sense of substitution. Everyone also has some methods to show the content they are familiar with and create a sense of substitution. I don’t know what everyone is most concerned about in terms of performance indicators, such as purchasing rate, conversion rate, average customer price, repurchase rate, visit time, and visit depth. I use design as motivation to give me experience. If a teacher says that your conversion rate will increase a lot in my class, you will sign an agreement with her, and you can introduce him to me after success. The real conversion rate depends on the traffic, the quality of your product, whether your shooting is really attractive, and whether your customers are impulsive.

　　4. Planning and implementation of visual priority

　　I investigated users’ impressions of Taobao. The first is that the price is low, the second is that the category is rich, and the third is that there are fakes. At that time, the reason why Taobao Mall had to be independent was to compete for quality, so we spent a long time doing Taobao. You can find that Taobao Mall only uses the original font of Taobao. We have changed the rest, and we must draw a clear line with Taobao. We want to make a quality route, so this is a positive demand, so we need to establish the concept that Taobao is orange and Tmall is red. I don’t know what the current data is, I think color matching is something that everyone needs to pay attention to.

　　Also, control the browsing rhythm. I don’t know if you have noticed the Tmall homepage before. We will have fixed plate shapes on different floors, and there will be changes. Sometimes it is placed on the left, and sometimes it is placed on the right, which are all highlights of the three columns. Sometimes it is a whole picture, why do you make these adjustments? Avoid making users bored. If the customer thinks that everything is predictable and he feels bored, you treat it as writing a poem with changes, ups and downs, and rhythm. There is a clue that runs them through.

　　5. Combination purchase

　　Another point is combination purchase. In fact, the access depth and browsing time are the same. The depth of access is to increase the possibility of their clicks. We often have a saying called traffic. You need to analyze the customer's mentality when browsing the details page and browsing to each split screen. If he looks at the first screen and continues to browse down, it means that they are more interested in that activity. If he browses to the second screen and the third screen, it means that you are not successful. We can try to launch some other activities and launch some other related products to further increase the possibility of placing an order. I think a very thoughtful thing should be done on the Taobao site, and every store should be allowed to make strategic alliances. There are many stores in Taobao moving from offline to online. They are Taobao stores based on the original offline supply chain advantages. If several stores can build a strategic alliance, it will be more successful.

　　Then let’s talk about combination purchases. Taobao now has such things, but I think we use them very hasty. I saw a pen that sells pens this morning. There were also recommended combinations under the pen. First, he recommended me another pen, and then recommended me to a pen once, telling me how much it would be cheaper to buy three pens at a time, but how many users can buy three different pens at a time? This possibility is slim. If we match something that matches, these things can produce the effect of 1+1 greater than two, then our combination purchase will be meaningful. Maybe these three products are sold separately, but the effect of combining these three products may not be good. At this time, the user's purchasing psychology has changed a lot. No one is willing to conduct a wholesale purchase here. I think we should do some scene-like things, such as some small stores selling clothing. They generally do not choose to get traffic through direct trains to sell things, but you will find that their contacts are sometimes done well, and the repurchase rate is also good. So sometimes the editorial marketing is still very good, and some resources you find may be healthier and more effective. So I think bringing in is a question we need to consider.

　　What we need to think about is how to match some of our categories and then resonate with others. This scenario is something that he happens to need or is interested in. This is a way to improve conversion efficiency.

　　What is the sense of accomplishment? Sometimes I need a sense of accomplishment. I buy something not because it is cheap, but because I can greed for it. We need to amplify the value of the product itself and the profits it can earn, and there will be certain improvements at this time. This is some issues about combination purchases.

　　Next, let’s take a look at the priority issue. Sometimes everyone thinks that this is also important and that is also important. Both are important, but both are important and none of them are important. Because there are limited things that users can receive at the same time. If you put everything in, it will make people confused. Even if it is difficult to choose, you should choose something and make a difference. When you give you a lot of information in an instant, you will choose to reject it. So there must be a trade-off.

　　Everyone must make their team creative. If there is a creative team that has been used three times on the market, don’t use it. Every time I do design, I can’t always hire a design as a consultant. There are many things that are common, so we can sort them out. You have to take a horizontal perspective so that customers feel that they are within reach and want to grab it, which will arouse their desire to buy. This is when an object is in front of you, you will naturally have the desire to touch.

　　I think the design is helpful based on the old customer. Based on new customers, I think we still need to put some effort into other places.

　　Finally, let’s make a summary. I think our experience design and visual design are really just like what I said just now, we need to pay attention to it but we cannot rely on it. We cannot bind all the conversion rates to the designer team, because they can't do much of these things even if they work overtime. This is a very straightforward thing. This is not a deified industry. Our industry has a relatively high salary status because there are people like this in the country, but all I can do is this.

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