E-commerce website plays an important role in the enterprise's e-commerce system. Whether the website content planning is reasonable, the design is good or bad, and the promotion is successful or not is directly related to whether the enterprise can implement e-commerce. The following is an analysis of the content of e-commerce website planning compiled by me for you, hoping to help you.
Analysis on the content of e-commerce website planning
E-commerce website is an important platform for enterprises to carry out e-commerce activities. This paper expounds the planning contents, design principles and main functional modules of e-commerce website.
Keywords: e-commerce website planning, content design principles, functional modules
E-commerce is a general term for using advanced electronic technology to conduct business activities. It is through the network, using advanced information processing tools, using computers as the carrier, and the business information, product information, sales information, service information and electronic payment of buyers and sellers are realized according to mutually agreed trading standards. The platform of e-commerce activities is the e-commerce website. E-commerce website plays an important role in the enterprise's e-commerce system. Whether the website content planning is reasonable, the design is good or bad, and the promotion is successful or not is directly related to the success of enterprises in implementing e-commerce.
First, the content of e-commerce website planning
The planning of e-commerce website refers to the overall strategy and planning of website construction and operation from a strategic perspective. The main contents should include website construction objectives and business analysis, website target customer analysis, website market positioning analysis, technical and economic feasibility analysis, operating environment and technical tool selection. Only the first few questions are briefly discussed below.
1. Website construction objectives and business analysis. The goal is the starting point of website construction, and the business that enterprises can carry out online is based on their own business needs, product characteristics and industry characteristics.
2. Website target customer analysis. Investigate and analyze the target customers, understand the objects that the website may serve and their needs, plan and design a business website that meets the target customers, provide them with the products or services they need, and satisfy their hobbies, so as to attract their attention to the website, and make the website of the enterprise not only stay at the level of corporate image promotion, information release and simple information browsing, but also truly become a business website that meets the needs of customers.
3. Website market positioning analysis. Before manufacturing products, modern enterprises often fully understand and analyze their products' position in the market, competitors' situation, market share and consumers' psychology, and then produce them, so as to achieve close cooperation with consumers, and so do e-commerce websites. Blindly establishing websites and publishing them online can only increase the cost of enterprises, so market positioning analysis is necessary and effective for the construction of e-commerce websites.
4. Feasibility analysis of technology, economy and personnel. Technical feasibility analysis mainly refers to the support analysis of hardware, software and related technologies necessary for e-commerce business process construction and operation of e-commerce websites; Economic feasibility analysis mainly refers to the input-output benefit analysis of website construction and operation; The feasibility analysis of organizational personnel mainly refers to the analysis of human resources, organizational design and management system needed to ensure the construction and operation of the website. Learn effective management to improve the security of online transactions. Therefore, a good e-commerce website management system should pay full attention to this aspect.
Second, the design principles of e-commerce websites
After a comprehensive analysis of the above situation, the overall planning of the enterprise website is formulated, and the development direction of the website and the service items that meet the characteristics of the enterprise are determined before the website design work can be carried out.
E-commerce websites should not only deal with a large number of complex and scattered data and information between enterprises and between enterprises and consumers, but also ensure the security of data and information transmission. Therefore, compared with ordinary websites, they have higher requirements in data processing and transmission, and the process is more complicated. Therefore, to make the e-commerce system conform to the following principles:
1. System security. In any case, it is undoubtedly the premise of website design to ensure the safe and stable operation of the website and ensure the integrity, correctness and recoverability of the data.
2. System economy. High cost performance is an important indicator of a good website. When designing, we should pay attention to the overall optimization and expansibility of the system to avoid repeated construction.
3. Openness of the system. Business website is only a part of the whole business system of an enterprise. It may be the first system of an enterprise, but it should never be the last. Therefore, its design must support openness and conform to relevant technical standards, so as to coordinate with the original system (if any) and be compatible with the new system in the future.
4. The advanced nature of the system. The development of information technology changes with each passing day. In the design, advanced and mature technologies and equipment should be adopted as far as possible to ensure the efficient, reliable and safe operation of the system. At the same time, we should also prevent the tendency of one-sided pursuit of "one step in place".
5. Ease of use of the system. The website must be designed to be easy to use, not just a simple pile of information. Therefore, the website is required to have good navigation function; When there are a large number of pages on the website, the search engine service in the website should be provided so that customers can find the information they need conveniently and quickly. Secondly, in order to make the webpage readable, we can consider dividing a long webpage into multiple pages or providing bookmark links within the webpage.
Third, the function module of e-commerce website
1. Online e-commerce system. The main function of a business website is to conduct electronic marketing on the Internet. Therefore, the system is the core module of the whole website and the most mature module in most e-commerce websites.
2. User authentication management system. A very important function of e-commerce website is the management of customers. Mainly by analyzing the registration information submitted by users, users of different business systems can be authenticated in a unified way. Including user password, identity and authority authentication, etc.
3. Query system. The query system in e-commerce website should provide users with flexible means to query and analyze commodity prices. Users can define their own complex query conditions and search for the goods and prices they need from different angles.
4. Commodity search engine. Commodity retrieval engine system should support a variety of retrieval methods: both simple keyword retrieval and complex intelligent retrieval. At the same time, it supports high-speed query services such as goods and classification.
5. Online survey system. The online survey system is used for various survey activities and can be inserted into various columns. General online network survey system is generally used for commercial websites. Its main function is to assist enterprises to carry out online surveys and understand customers' consumption psychology, so as to better improve services. And through the survey results, keep abreast of customer needs and market trends.
6. Advertising management and distribution system. It can count the number of advertisement clicks by year, month, day and hour, analyze the area of netizens, and provide various relevant data for businesses.
References:
[1] Wang rifen ding shengchun et al. e-commerce website design and management [m]. Beijing: Peking University publishing house, 2002.
[2] Wang. Construction and management of e-commerce system [m]. Beijing: Higher Education University Press, 2002.
Main contents of optimization and promotion strategy of e-commerce website
Analyze the website itself in order to find out the basic problems of the website; E-commerce positioning: e-commerce positioning of enterprise websites, and defining the positioning of websites; E-commerce mode analysis: analyze the e-commerce mode of the website and study the e-commerce mode matching with the website; Industry competition analysis: comprehensive analysis of industry competition and industry websites; Website development planning analysis: feedback analysis of short-term planning and long-term development strategy of e-commerce websites.
Optimization strategy of e-commerce website
1. Optimize the page title. Write a descriptive title of 5 to 8 words for each page, explaining the most important content of the page. The title of the web page will appear on the link on the search results page, so it can be slightly inflammatory to attract searchers to click on the link. At the same time, write the company name and the most important keywords on the home page. Every page of the website should have a title.
2. Add descriptive meta tags. In addition to page titles, many search engines also search for META tags. This is explanatory text, which describes the content of the web page text. This sentence should also include the key words and phrases used on this page.
3. Use bold text. Search engines attach great importance to bold text, which they think is very important on this page. Therefore, be sure to write your keywords in one or two bold text labels. Try to avoid making important headlines into pictures, and don't make the whole home page into a picture.
4. Keywords appear in the first paragraph of the text. Search engines hope to find your keywords in the first paragraph, but don't overwhelm them with too many keywords. Google probably takes 100 words as the best keyword density, and can get a good ranking. Consider putting keywords in the ALT or COMMEET tag of your code.
5. Navigation design should be convenient for search engines. Some web pages have beautiful frames and navigation buttons made of JAVA and FLASH, but search engines can't find them. The remedy is to make a navigation bar at the bottom of the page and have regular HTML links to ensure that you can enter every page of the website through this navigation bar. It is recommended to design a website map or a link to each page. Use HTML static web pages more.
6. Make a special page for some particularly important keywords. Search engine optimization experts do not recommend that search engines use any deceptive transitional pages, because these pages are almost plagiarized and may be punished by search engines. But you can make several pages, and each page contains different keywords or phrases.
Promotion strategy of e-commerce website
1. Submit a web page to a search engine. Submit the website information at the website login in the search engine, and the search engine will automatically judge and include the webpage. The most famous search engines in the United States are Google, Inktomi, Alta and vista, while the famous search engines in China are Baidu, sogou and Soso. Try to avoid using website login software, and it is more important to optimize website design. For the main search engines, they are all submitted by hand one by one. In addition, submitting a web page is not one-off. As the content is updated, it should be resubmitted regularly. With more and more web pages, many search robots need a long time to return. Regular submission allows search engines to capture the latest updates.
2. Log the website into the industry website and professional directory. Some search directories are located in a certain industry or yellow pages, such as education or finance. The association has concentrated a lot of member websites, and this effect is obvious, some of which are paid.
3. Link to each other. Find some sites that complement the content of the website and ask the other party to make peer-to-peer links. The most ideal link object is a website with considerable traffic. Pay attention to the quality of the other website, don't blindly pursue the number of links, and don't send spam to ask for links. Because Google and other major search engines regard the link breadth and quality of the website as an important factor in ranking reference, the more links you can get, the higher your website ranking will be. Joining a well-known website, or a website that teaches PR, will quickly increase the search engine collection and PR value of the website.
4. Adjust the main content page to improve the ranking. Update the most important pages in time, especially the home page, to improve the ranking. It can be compared with a competitor's web page, and the page can be adjusted through the feedback of search engines, or it can be done with tools.
The most common business requirements of e-commerce websites:
1. Whether the marketing method is effective and can be further improved;
2. Whether the users who visit the website are the target users, and which channel is more valuable to the users (overlapping and different from the first demand);
3. Whether the user's feelings about the website are good or bad, and what other factors affect the user's feelings besides the product itself;
4. Besides lying, what other commercial means can help persuade customers to buy?
5. Where can we further save costs?
6. Where are the new market opportunities, and which goods that are not on the shelves can bring new income growth.
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