For some time, the construction of marketing websites has been mentioned by more and more companies. With the continuous deepening of Internet applications, the concept of marketing websites has been continuously enriched and extended. Marketing website construction first belongs to the category of website construction. We say that JD.com is a successful marketing website, and perhaps no one will question it. Because he successfully converted products into commodities, generated actual transactions, and increased the added value of commodities, the mission of website marketing was also completed in one transaction after another. However, if we define an ordinary promotional and display-type corporate website as a marketing website, it is estimated that many people will raise objections because it will not generate actual transactions.
This is a misunderstanding. A true marketing website, or its broader definition, is whether it can successfully convert traffic into sales and continuously improve this conversion rate. A successful marketing website depends on research, planning, art design and programming, integrated marketing promotion, etc., and user experience is the main thread running through it. For example, short and easy-to-remember domain names and URLs, exquisite and expressive professional designs, etc. Only websites that are suitable for the website browsing group and continuously improve the user experience can perfectly control the marketing process. User experience is also a very broad concept, and there are differences between different people. However, I think that based on the essence of corporate website construction and marketing, at least the following three points are necessary.
1. Improve access speed and ensure stable operation
Without speed, everything is just a cloud. For marketing website construction, this is the truth. A survey shows that if the website loading time exceeds 5 seconds, 30% of people will give up waiting; if it exceeds 10 seconds without any prompt, at least 80% of people will choose to give up; if it exceeds 20 seconds and cannot be opened, 95% or more People just close the browser options tab. Not only the browsing speed, but also the stability of website operation is crucial. Unstable operation, like poor loading speed, will greatly damage the user experience. In China, the current integration of the three networks only remains in words without substantial progress. Interconnection is a headache. For small and medium-sized enterprises, the only way to resolve this dilemma is to choose a website host with multi-line access. Although The cost is slightly higher.
There are many factors that cause the website to load slowly and run unstable, mainly in two aspects. One is the problem of website design and program development. For example, the page uses too many Flash animations or JS special effects. Although it is very dynamic, it consumes bandwidth and server resources, artificially slowing down the access speed. Too much scrolling on the page will also consume server resources and increase the content loading burden. Human-made program writing bugs, such as forgetting to close the database when calling, loop statements without specifying end conditions, etc., all overwhelm the server and consume too many resources. The speed and stability of website operation are also closely related to the space of the website host. A server equipped with high bandwidth and sufficient access line will naturally increase the website access speed. Especially for line interconnection issues, the quality of servers and access bandwidth is crucial.
2. Visual first, design professional wins
First impressions are important, especially when users don’t know everything yet. Just like Maotai and Wuliangye wines, they also need good bottles, good packaging, and good advertising. For enterprises, the website is also a kind of packaging promotion, especially for marketing-oriented corporate websites. A design that is proficient in details and can perfectly interpret the corporate image and conceptual values can effectively enhance the website's publicity; similarly, a shoddy website will also play a role in publicity, but such publicity is negative and negative. Regarding the issue of website design and production, the view of professional website construction company Pilot Technology is that no matter whether the function is simple or complex, the design must be professional and meticulous. It is better to have no website and give users room for imagination than to create a shoddy website that lacks design.
The first impression a website leaves on users often determines the cost of subsequent marketing. Regardless of whether the website design is sophisticated or professional, the intuitive feeling is that the website itself will actually extend to the overall management of the enterprise. What kind of reassuring products and services can a company that cannot even make a good website provide? Marketing website design should not be flashy and dazzling, but should be professional and can effectively display the company's business, core values and business philosophy in conjunction with the industry; website construction based on marketing purposes must also be meticulous, because it reflects the attitude of the company . Professional design is a broad category, including art design in a narrow sense, including animation production, and also includes the overall copywriting of the website.
3. Make good use of webmaster tools and have perfect control over marketing
Before building and producing a marketing website, there are three webmaster and marketing tools that must be mentioned: traffic analysis statistical tools, Baidu heat maps and online customer service communication tools. The purpose of traffic statistics is to let us know the source of website traffic and the strengths and weaknesses of marketing. For example, which pages customers often visit, which content needs to be improved, which search engines and keywords users often visit through which web pages, etc. In the later website marketing optimization, with the reference of these data, we can be targeted. ; Baidu heat map is somewhat similar to traffic statistical analysis, except that it focuses on a certain page of the website and is more targeted; there are many online customer service tools, which as an effective instant communication and negotiation tool can capture potential users in an instant. However, it should be noted that marketing should not be too proactive. The purpose of marketing tools is to more conveniently resolve doubts and provide advisory services, rather than to frequently take the initiative and constantly harass users.
What kind of website is a good website? Although the judgment criteria are different, one main axis is user experience, that is, the user's feeling after browsing the website. This is especially true for marketing website construction. Effectively guiding visitors into customers and converting traffic into sales is the purpose of marketing website construction. And all of this is based on a good user experience. The suggestion of Shanghai website construction company Pilot Technology ( http://www.joyweb.net.cn ) is that if conditions permit, you may wish to conduct a simple survey before website construction planning, combined with industry and product service positioning, more from users Starting from angle. Because, users are God, it is not a slogan but should be reflected in every detail, nor is it a result, but a dynamic process. The website construction fully takes into account the needs of users, and will naturally receive positive feedback from users. (Text/Yue Zhixuan)
Thanks to Yue Zhixuan’s blog for contributing