It seems that the navigation on the site has been forgotten, not in fact. The purchase of the 2345 web site's navigation at a price of $2. 65 billion this year, the new introduction to the market of the personalized navigation product ibox, the fifteenth anniversary of the establishment of hao123 a few days ago, gave the site's navigation a new boost. For internet users who access web content, the search home page (search engine) and the navigation home page (web-based navigation) have become proxy for the web page. A revolution is taking place on the front page as users experience the internet with increasing demands. At the end of july, the front page of the 100-degree search engine was once again transformed, advocating extreme simplicity, making the interface more simple and clear to the users, who received more accurate information based on “box calculations”. For the front page of the navigation, change is also happening。
I. The front page of the navigation continues to have enormous space for development, but needs transformation to adapt to user needs
The age of heroism on the front page of the navigation has passed. The acquisition of grass-roots navigation hao 123 at high prices in 2004 and the localization of google 265 in 2008 caused a one-time flight of the front page of the navigation, followed by a full-of-earth chicken hair. The internet is still developing at a high rate, but the wind is no longer everywhere. Is the market space on the front page still available in the face of the app-access model of the mobile internet age? The answer is yes。
On the one hand, the number of internet users is increasing and there is still considerable scope. According to the 34th statistical report on the development of the internet in china, published by the china internet information centre, in the first half of 2014, the number of internet users in china was 632 million, an increase of 1,442 million since the end of 2013, and the number of internet users is still growing. The internet penetration rate was 46. 9 per cent, an increase of 1. 1 percentage points compared to the end of 2013, which has not yet reached half, and there is considerable room for development. In china, internet users per person spend up to 25. 9 hours per week on the internet, an increase of 0. 9 hours compared to the second half of 2013, and the length of internet access is constantly increasing。
On the other hand, the target user group on the first page of the navigation is permanently present. There are two main groups of users, one of whom is new to the network, growing at the level of millions of households each year. As a result of new contacts with the network, fewer sites are known, there is a lack of skills in the use of the search engine to quickly find what is desired, and the first page of the navigation is the best helper. The other is a user that has become sticky on the first page of the navigation and is used and unwilling to change. The erie consulting networker continuous user behaviour study data show that the number of users covered by the website's navigation day is close to the page search and ranks second. In december 2013, the average number of website search days reached 130 million and the internet reached 53. 5 per cent, first; the average number of website navigation days reached 130 million and the internet reached 52. 9 per cent。
As can be seen, there is considerable room for survival on the front page of the navigation. It is undeniable, however, that, after more than 10 years of development, the front page of the navigation is characterized by problems of quantity, uneven quality, serious homogenization of content and questioning of impartiality. These problems affect the size of users and their use experience. The solution lies in transition. The first page of the navigator needs to take into account the comprehensiveness of the site's coverage and the correctness of the path, and now needs to look at the differences, the user experience, and so on, whether alive or after entry。
Ii. Where will the transition to change on the first page of navigation lead to
The first page of the navigator is designed to meet the needs of users, and there is still a need for constant reflection in the process of development. What do users of different times and characteristics want? How do you meet? I found that, both large and small and beautiful, since 2011, road players were exploring their own paths, or looking at their content or deep-farming user experience. It can be initially judged that, in meeting user needs, the first page of the navigation will move in two directions。
One direction is to shift from web-based navigation to content-based navigation, emphasizing the minimum time for users to obtain the required content, represented by hao123。
This is a transformational direction for large and full players, such as hao123, 360 navigation, etc. This transformation is diluting its identity as a web site navigator. Their rationale is that what the users really want is not the web site, but what goes on behind it. Combining web site navigation with content navigation of interest to users would avoid homogenization problems and would create greater adhesiveness for users. At the same time, content-based navigation saves users time to jump to the web page。
In the context of the transition process, in 2011 hao123 was first recast in 12 years, followed by the fox searching navigation in 2012. The basic approach is to have a visible location on the page, with the addition of films, tv plays, games, group purchases, music, lottery, etc., with a hot-spot link to each column, which is aggregated through collaboration with websites in the subdivisions。
If the changes in 2011 and 2012 were half-faced, then the re-programming of the hao123 in 2013 and the full impact of the 360 navigation to content would be naked. Take the second edition of hao123。
There are four main features: first, the formation of nine major sections, the original navigation in the “largest part of the web site”, is only one ninth, and content channels are more prominent, such as video, news, games, novels, electricians, etc., and the navigation of the web site has deteriorated into one part and, more importantly, the convergence of content has begun to challenge the portal. The second is to reduce the text chain, the traditional front page of the navigation is essentially composed of text, with a modified version of hao123, which is no longer a web site pile, reduces the volume of text, and almost one half of the layout position is shown in a picture and is more humane than before. The third is to enhance the navigation of the industry's web site, vertically and regionally, with access to relevant navigation interfaces after clicking. The fourth is the use of smart referral techniques, which focus primarily on content and make smart recommendations to users。
Another direction is to develop a fine web-based navigation function that is user-oriented and more humane and led by ibox。
Large players cross borders and challenge the content field, while small players grow deep into the web navigation function itself, moving towards humanization and winning a breakdown of markets and specific user groups. This transformation is reinforcing the identity of its web site navigation. For the vast majority of users, the classified information provided on the front page of the traditional navigation is significantly redundant. In general, users feel better about the icon than about text。
Based on these ideas, the slogan of the first humanist reform was “dewording”. In 2011, the eso navigator came to life, claiming to be an "image navigation for first-family interaction". The change is that each text chain corresponds to an icon and is more intuitive. There is also the advantage that the eso navigator simultaneously rolls out both mobile and television versions, on which the icons have more obvious advantages。
In 2012, the east-east web site advanced the process of individualization, with a “personal internet starting point”. Its website is by default presented as a desktop, similar to an apple, and can also be switched to a 3d model, a streamlined model. Categorizes as text labels in the tab format, so that the page is not too full. Under each category is shown as an icon and can be added. The tools used on the website are modelled on the apple toolbar. The disadvantage is that the slow loading of the first page, especially the 3d model, affects user perceptions。
In 2014, ibox was launched to make breakthroughs on the path to individualization, bringing subversive user experiences。
The first is the development of clear user community positioning and design styles, i. E., the promotion of extreme simplicity and fashion for young users. In the campaign, it highlighted the self-perception of iphone, ipad, ipod. The page is the green theme style and the classification is presented as a 3g drawing icon. The second is to highlight customisation, drag-and-truck classification icons to change layouts, adding eight common web sites to the search box, and automatically adjusting to user search behaviour intelligence. Third is the idea of setting up the second level of the page, the traditional navigator's front page, with a relatively large number of text chains on the front page, with one click into the corresponding website. Ibox does not have a subdivided website on the first page, but does not increase the number of hits, click on the corresponding classification icon, and access to the most common site in this category. At the same time, there is a condensable nine-gauge suspended navigation tool on this page, which can be switched to other similar sites, and the sequence of the nine-gauge sites can also be dragged to custom and extremely human。
The changes on the first page of the navigator are on the way, with hao 123 and ibox leading in different directions, respectively. There are still some navigating front pages that have not been transformed, and the later this step, the greater the threat. Either learn from the former to dilute the first-page identity of the navigator and shift to the content portal, or strengthen the user experience and learn from the latter, with the user at the centre。
