【Recommended Reading】It is said that user experience is important! How to plan a website with good user experience?

Author of this article / He Yang.

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On the first day after the Dragon Boat Festival, it was drizzling in Xiamen. The temperature was not very high, only 24°C. For me, who usually is baked in 34°C, I didn’t feel uncomfortable at all. Today, I suddenly saw an article and thought the analysis was very accurate. I would like to share it with you friends, hoping that it will be of some help to you in your operation and promotion.

The following is the main text, please read it!

When reading some articles about website operation on the Internet, the one that is mentioned most often is probably user experience. The principle of user first is undoubtedly the most fundamental principle in website operation, because the operation work you do is ultimately to convert users. Why do users convert? Because the user experience is comfortable, the needs are met. So how can we make users comfortable? This question is enough to make many operations friends ponder and rack their brains day and night.

The optimization of user experience covers every corner of operations, such as how to write good copy to interest users, how to interact with users to keep them, etc. What I want to share with you today is: how to plan a website with good user experience based on user needs. In fact, the reason for writing this article is that a friend asked He Yang before, and I want to share my ideas here, hoping to help more operation friends. Okay, let's get started.

I wonder if you have ever had this experience:

Is there a website that you feel comfortable with at first glance? Is there a website that you would stay on for a long time and browse more pages after visiting it? Is there a website whose article formatting makes you feel very comfortable? Is there a website layout that feels clear and allows you to find what you want at a glance? Is there a website that you want to bookmark and open directly next time? …

In fact, there is only one reason for all the ideas above: it makes your experience very comfortable! This is also what I want to talk about today, website user experience optimization (UEO)!

1. What is User Experience Optimization?

In fact, there are many explanations of User Experience Optimization (UEO) out there. I don’t want to talk about those high-sounding concepts here. In my mind, User Experience Optimization can be summed up in one sentence: do everything possible to make users comfortable! The process of making users comfortable is called user experience optimization;

Let me tell you a scenario to help you understand the importance of user experience optimization:

Many of us may be familiar with search engine optimization ( SEO ). SEO is a series of methods and means to improve our keyword rankings in search engines. Many friends have asked me: How can we understand Baidu’s ranking rules? I can only say that you cannot figure out Baidu's ranking rules because they are ever-changing. But no matter how it changes, there is one thing that remains unchanged, that is, it wants to make users comfortable. Only when users are comfortable will others use his products.

Therefore, the ultimate goal of all Baidu's ranking rules is to optimize the user experience. This is why many SEO experts are paying more and more attention to internal website optimization. If you are still paying attention to Baidu's ranking rules, I can only say that one day you will be exhausted.

You need to grasp the ultimate goal of the search engine, and then what you need to do is not to follow it blindly, but to race with it on the road of user experience optimization. Perhaps you can even surpass it, so that you can always be invincible. Therefore, the future direction of SEO is UEO!

2. How to find good user experience points?

Now that we know the importance of user experience optimization, the question before us is how to implement it.

The first thing to solve is the positioning of the website itself, how to find those points that are good for user experience! He Yang gives you a few suggestions here:

1. Analyze the ranking of search engine search results;

As mentioned earlier, the purpose of a search engine is to allow users to find what they want in the shortest possible time. The purpose of the complicated ranking algorithm behind it is to optimize the user experience, so the ranking screened by the search engine is a good reference for us to seek a good user experience. However, in actual work, let alone operation, many SEOs who have been working for many years may not know this simple truth;

Analysis ideas :

1. Search your product keywords in Baidu, filter out the websites ranked on the homepage (including Baidu's own platform), and then display them in a list;
2. List the basic needs of users again (we have already analyzed some basic needs of users in detail in the previous target user fish pond. If you don’t know, you can check it out in my blog), and display them in the list on the right!
3. Analyze and connect. Finally, you can filter out the most demand points for your keywords. If you still don’t understand, please see the example picture below:

2. Analyze the good websites done by peers;

Through competitor analysis, we can quickly screen out the websites of our peers who are doing better than ours. There is a saying that goes: Most articles in the world are plagiarized, it depends on whether you can plagiarize or not. This is not to encourage everyone to copy and imitate , but to let everyone learn to copy the layout ideas of websites that are better than ours;

For example, what user needs does its website meet and are they presented through pictures? Or is it shown in the video? Is it laid out in the navigation? Or is there a separate special page? ...These are all what you need to analyze. Since it involves too many points, I will not elaborate on it here. I will discuss this topic in detail with you in the following articles. The general idea is: take the essence and discard the dross;

3. Collect user feedback;

If you want to truly listen to the users’ voices, the best way is to do research, whether you entrust a third-party agency (if you have sufficient funds, you can consider it) or do the research yourself (online or offline), list some of the users’ main needs, and finally have a line for the users to fill in themselves, otherwise the meaning of the research is lost.

After the data is collected, analyze it at the same time to find out which needs are of greatest concern to users and which are more urgent. Distill them and they will be of great use when you build your website!

4. Conduct brainstorming;

Brainstorming is quite practical in many cases. You can find more people to brainstorm with instead of brainstorming alone. That is called self-indulgence. Only by pooling wisdom and expressing opinions from all sides can we make it more comprehensive and representative!

It is best to use the "mind map method" I introduced to you before to record everyone's brainstorming process. This can also help you quickly sort out your thoughts, and when you take it out and look at it later, it can help you quickly get into the role;

5. Check the data statistics report;

The last method is to check a lot of data statistical reports on the Internet. This method is relatively stupid and has a low hit rate, but once it hits, the reference value it provides you is very great. Usually, collect more data statistics report websites, which can help quickly improve work efficiency at critical times (such as iResearch, 199IT, iResearch, etc.).

3. How to truly implement user experience on the website?

Through the above methods, we have found many demand points for good user experience. The next step is to reasonably arrange these points into your website to form a complete system. He Yang gives the following suggestions:

1. First list the experience points you found;

Write down every need for good user experience found using the above method on paper. Don’t speak it out, just remember it and keep it in your head. A good memory is not as good as a bad pen! In addition, you need to make reasonable divisions according to the most urgent needs, so that we can filter them later when we make layouts;

2. Rationally arrange each experience point throughout the entire site;

Select the most urgent needs, and then use reasonable expressions or solutions to ultimately satisfy users on your website. This is different from the simple keyword layout we mentioned in SEO. The keyword structure is mainly based on the user's search text needs. Here, it is not only text, but also other elements.

This may sound a bit abstract, so I will give you an example below. Then read on;

3. Provide optimization solutions for each experience point;

As mentioned above, there are many demand points for user experience, including question and answer demand, picture demand, video demand, communication demand, browsing experience demand, etc. Let's briefly talk about a few main experience points:

1) Browsing experience requirements

What is the browsing experience? We need to consider all factors that affect users browsing our website. Here He Yang recommends that you consider these issues:

1. How fast does the website open? Are there any obvious differences between different places?
2. Does the overall style and tone of the website leave a good impression on users?
3. Is the overall layout of the website flat? Are the categories clear enough to allow users to quickly find what they want?
4. Is the article format very clear? Is the text color glaring? Is the subheading concise and clear? Is the paragraph division reasonable? Is the picture clear?
5. Is the website browsing smooth? Are there any dead links or errors?

2) Website component experience

What is website element experience? In the past, the most common thing on our website was text introduction, which could only meet the most superficial browsing needs of users. Now if you still structure your website in this way, it is doomed to be abandoned by users, so we also have to consider:

1. Since there are many image websites in the search results ranking, can our website be displayed to users with more images?
2. Video elements are used in the websites of our peers and the click-through rates are very high, which shows that our industry users have a strong demand for videos. Can we include them in our website?
3. Our industry involves a lot of professional knowledge, and users will have many questions. Can we create a question-and-answer module to satisfy users?
4. There are many products and the website is large. Is it possible to optimize the search box to help users quickly locate their needs?
5. Through user research, we found that many users have concerns before conversion, which require professional customer service. Have we added a user feedback channel?
6. Users want to learn about industry and product trends in a timely manner. Can we integrate WeChat and Weibo into the website?
7. …

3) Brand impression experience

When users come to your website, they not only look at your products, but also learn about your brand services, such as whether the website is regularly updated and maintained? Are user feedback responses timely? Is there a complete pre-sales and after-sales consultation channel? ...These are all points that affect user experience. We must take them into consideration when building a website and optimizing user experience! In actual operations, many people do not pay much attention to these things. Don’t forget that a large part of the user’s final conversion is because he recognizes you!

4. How do you know if your website’s user experience is good?

At this point, I believe you have completed the layout of a website with good user experience, but it is not over yet. Next, you still need to monitor the user experience of the website. He Yang provides two ideas for everyone:

1. Conduct website data analysis ;

This is the most direct way. By analyzing website data indicators, we can quickly determine whether users like our website. Basic indicators such as bounce rate, retention rate , conversion rate , heat map analysis, A/B testing, etc.; it is recommended that you use Google analytics, which is very powerful!

2. Analyze user feedback information;

By collecting user feedback, we can determine whether the current website architecture meets user needs. First, it can help us quickly identify deficiencies in the existing architecture. Another is to continuously improve the architecture to meet user needs, allowing your website to go further and further on the road of satisfying user experience!

Conclusion

A website architecture with good user experience is not your subjective imagination, nor is it the personal preference of your boss. Instead, it is analyzed through scientific and effective methods, and ultimately located and reflected on your website, and it can withstand data testing. If you have your own opinions or questions about user experience optimization, please leave me a message in He Yang's Operation Notes blog or follow me on WeChat. Finally, I would like to say that when operators are building a website, everything should start from the user experience. Do users have demand for this module? If so, how to best express it? You must have clear ideas so that you can be non-subjective and build a website that truly optimizes user experience! Okay, see you in the next sharing!

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