权衡电商网站优劣的几点思考

这个问题已经有了好多答案，但是大多都陷入细节的讨论，还没有发现特别满意的，我不是做设计的，但是之前也看过不少电商网站，试着说一下我自己的看法。关于如何判断一个电商网站设计的好坏，下面是我的感悟。
1. 大部分用户的入口不是网站首页
首先B2C网站首页的设计没有想象的那么重要，因为现在大部分客户都不是通过首页进入网站，想想你自己每天访问那么多网站，有多少是通过网站的首页进去的？对于电商网站来讲，后端的购物车过程的用户体验远比首页重要。

2.网站首页的目的？综合网站 VS 独立品牌网站
网站首页的目的是什么？我觉得有两点：让用户尽快的找到商品，还有就是让用户快速建立起对网站的印象和信任。不同类型的电商网站在这两点的需求不一样。

独立品牌网站比如（thebodyshop.com,gap.cn,victoriassecret.com）更强调网站形象和品牌形象是否吻合。这类网站首页通常采用大的flash广告，给人视觉的冲击，而首页提供的商品会很少，不希望过多商品的排列干扰用户的视觉体验。

综合类网站比如（amazon，dangdang,京东）他们网站最终极的目的就是让用户快速找到产品然后离开。网站是否好看这些是次要的，你觉得京东的首页好看吗，或者你觉得他有必要变得好看一点吗？？

3.首页最重要的元素：搜索
如何让用户快速找到产品，可能是网站首页设计最重要的。主要有四个渠道搜索，产品分类，活动（促销热卖..）个性化推荐。我去京东的话最优先会采用搜索，如果结果不满意才会一个个分类下去找。至于说首页陈列出的那些产品我几乎没有点击过。所以综合类电商对用户实质上有帮助的主要就是搜索和产品分类。或者说再极端一点只保留一个搜索框也不会影响我在京东的体验，首页上的其它内容只是让他看起来像一个购物网站，而不是误认为自己进入了百度..

4. 个性化推荐提高转化率
首页花了大量的篇幅在展示商品，但是通常这些商品的展示对我是没有帮助的。京东这类网站可能说有几十万种商品，首页列出的可能也就几十款。所以说首页上出现你自己感兴趣的产品概率非常之小。个性化推荐可以也许可以提高这种概率，比如本来是万分之一的概率，通过个性化推荐，也许可以让首页列出的产品适合你的概率提高到千分之一...

页面Trace信息

当前页面 : /web/201201/128.html
模板缓存 : C:\wwwroot\www.citycy.com/data/front/runtime/cache/351ab735e880a1dd5f3567d38b061acb.php
请求方法 : GET
通信协议 : HTTP/1.1
请求时间 : 2022-10-04 14:50:16
用户代理 : CCBot/2.0 (https://commoncrawl.org/faq/)
会话ID : utc7cf1s4u851f8ap4j0ks8iq6
日志记录 : 61条日志
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8192] mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead DbMysql.class.php 第 62 行.
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000784s SQL = SHOW COLUMNS FROM citycy_category
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000092s SQL = SELECT `catid` FROM `citycy_category` WHERE `catdir`='web' LIMIT 1
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8192] preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead functions.php 第 118 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [2048] Only variables should be assigned by reference FbaseAction.class.php 第 68 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: forward FbaseAction.class.php 第 69 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8192] preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead common.php 第 79 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: userdata FbaseAction.class.php 第 105 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: userdata FbaseAction.class.php 第 105 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [2048] Declaration of ContentModel::add() should be compatible with Model::add($data = '', $options = Array) ContentModel.class.php 第 507 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [2048] Declaration of ContentModel::delete() should be compatible with Model::delete($options = Array) ContentModel.class.php 第 507 行.
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000722s SQL = SHOW COLUMNS FROM citycy_content
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000110s SQL = SELECT `cid` FROM `citycy_content` WHERE ( `url` = '201201/128.html' ) AND ( `status` = '9' ) LIMIT 1
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000132s SQL = SELECT * FROM `citycy_content` WHERE ( `url` = '201201/128.html' ) LIMIT 1
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000547s SQL = SHOW COLUMNS FROM citycy_content_article
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000107s SQL = SELECT * FROM `citycy_content_article` WHERE ( `cid` = '128' ) LIMIT 1
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000580s SQL = SHOW COLUMNS FROM citycy_model_field
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000083s SQL = SELECT `fieldid` FROM `citycy_model_field` WHERE `status`='1' AND `modelid`='1'
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000532s SQL = SHOW COLUMNS FROM citycy_content_tag
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000080s SQL = SELECT citycy_tag.name FROM `citycy_content_tag` LEFT JOIN citycy_tag ON (citycy_tag.tagid=citycy_content_tag.tagid) WHERE ( citycy_content_tag.keyid = 'c-128' ) ORDER BY citycy_tag.tagid DESC
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [2] Invalid argument supplied for foreach() ContentModel.class.php 第 416 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 199 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [2] strpos(): Empty needle ThumbField.class.php 第 21 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000112s SQL = SELECT * FROM `citycy_content` WHERE sort<1 AND catid=10 ORDER BY sort DESC LIMIT 1
[ 2022-10-04T14:50:16+08:00 ] SQL: RunTime:0.000076s SQL = SELECT * FROM `citycy_content` WHERE sort>1 AND catid=10 ORDER BY sort ASC LIMIT 1
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [2] Missing argument 1 for Ad::__construct(), called in C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\functions.php on line 259 and defined Ad.class.php 第 40 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [2] Missing argument 2 for Ad::__construct(), called in C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\functions.php on line 259 and defined Ad.class.php 第 40 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: type Ad.class.php 第 41 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: setting Ad.class.php 第 42 行.
[ 2022-10-04T14:50:16+08:00 ] NOTIC: [8] Undefined variable: html Ad.class.php 第 136 行.
加载文件 : 76
[0] => C:\wwwroot\www.citycy.com\index.php
[1] => C:\wwwroot\www.citycy.com\define.php
[2] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\ThinkPHP.php
[3] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\runtime.php
[4] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\defines.php
[5] => C:\wwwroot\www.citycy.com\front\Conf\paths.php
[6] => C:\wwwroot\www.citycy.com\front\Conf\core.php
[7] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\functions.php
[8] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\Think.class.php
[9] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Exception\ThinkException.class.php
[10] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\Log.class.php
[11] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\App.class.php
[12] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\Action.class.php
[13] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\View.class.php
[14] => C:\wwwroot\www.citycy.com\front\Common\alias.php
[15] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\convention.php
[16] => C:\wwwroot\www.citycy.com\front\Conf\config.php
[17] => C:\wwwroot\www.citycy.com\data\config.inc.php
[18] => C:\wwwroot\www.citycy.com\data\config.cache.php
[19] => C:\wwwroot\www.citycy.com\front\Common\common.php
[20] => C:\wwwroot\www.citycy.com\front\Conf\routes.php
[21] => C:\wwwroot\www.citycy.com\front\Conf\tags.php
[22] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\debug.php
[23] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\Model.class.php
[24] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Db\Db.class.php
[25] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Db\Driver\DbMysql.class.php
[26] => C:\wwwroot\www.citycy.com\data\cache\category_10.php
[27] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lang\zh-cn.php
[28] => C:\wwwroot\www.citycy.com\front\Lib\Action\FcontentAction.class.php
[29] => C:\wwwroot\www.citycy.com\front\Lib\Action\FbaseAction.class.php
[30] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\ORG\Util\Input.class.php
[31] => C:\wwwroot\www.citycy.com\include\Auth.class.php
[32] => C:\wwwroot\www.citycy.com\include\Act.class.php
[33] => C:\wwwroot\www.citycy.com\data\cache\front_act_cache.php
[34] => C:\wwwroot\www.citycy.com\front\Lib\Model\ContentextModel.class.php
[35] => C:\wwwroot\www.citycy.com\admin\Lib\Model\ContentModel.class.php
[36] => C:\wwwroot\www.citycy.com\include\Pager.class.php
[37] => C:\wwwroot\www.citycy.com\data\cache\model_1.php
[38] => C:\wwwroot\www.citycy.com\data\cache\modelField_1.php
[39] => C:\wwwroot\www.citycy.com\data\cache\modelField_2.php
[40] => C:\wwwroot\www.citycy.com\data\cache\modelField_4.php
[41] => C:\wwwroot\www.citycy.com\data\cache\modelField_6.php
[42] => C:\wwwroot\www.citycy.com\data\cache\modelField_7.php
[43] => C:\wwwroot\www.citycy.com\data\cache\modelField_8.php
[44] => C:\wwwroot\www.citycy.com\data\cache\modelField_9.php
[45] => C:\wwwroot\www.citycy.com\data\cache\modelField_10.php
[46] => C:\wwwroot\www.citycy.com\data\cache\modelField_11.php
[47] => C:\wwwroot\www.citycy.com\data\cache\modelField_12.php
[48] => C:\wwwroot\www.citycy.com\data\cache\modelField_13.php
[49] => C:\wwwroot\www.citycy.com\data\cache\modelField_14.php
[50] => C:\wwwroot\www.citycy.com\data\cache\modelField_15.php
[51] => C:\wwwroot\www.citycy.com\data\cache\modelField_16.php
[52] => C:\wwwroot\www.citycy.com\data\cache\modelField_20.php
[53] => C:\wwwroot\www.citycy.com\data\cache\modelField_21.php
[54] => C:\wwwroot\www.citycy.com\include\Field.class.php
[55] => C:\wwwroot\www.citycy.com\include\field\CatidField.class.php
[56] => C:\wwwroot\www.citycy.com\include\field\TitleField.class.php
[57] => C:\wwwroot\www.citycy.com\include\field\InputField.class.php
[58] => C:\wwwroot\www.citycy.com\include\field\ThumbField.class.php
[59] => C:\wwwroot\www.citycy.com\include\field\AttrField.class.php
[60] => C:\wwwroot\www.citycy.com\include\field\TextareaField.class.php
[61] => C:\wwwroot\www.citycy.com\include\field\EditorField.class.php
[62] => C:\wwwroot\www.citycy.com\include\Keylink.function.php
[63] => C:\wwwroot\www.citycy.com\include\field\BoxField.class.php
[64] => C:\wwwroot\www.citycy.com\include\field\TagField.class.php
[65] => C:\wwwroot\www.citycy.com\include\field\DatetimeField.class.php
[66] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Util\Template\TemplateSmarty.class.php
[67] => C:\wwwroot\www.citycy.com\include\Smarty\Smarty.class.php
[68] => C:\wwwroot\www.citycy.com\data\front\runtime\templates_c\%%F8^F84^F844ADE2%%article_view.html.php
[69] => C:\wwwroot\www.citycy.com\data\front\runtime\templates_c\%%71^714^714F4B17%%header.html.php
[70] => C:\wwwroot\www.citycy.com\include\Smarty\internals\core.load_plugins.php
[71] => C:\wwwroot\www.citycy.com\include\Smarty\internals\core.assemble_plugin_filepath.php
[72] => C:\wwwroot\www.citycy.com\include\tag\function.ffad.php
[73] => C:\wwwroot\www.citycy.com\data\ads\ad_1.php
[74] => C:\wwwroot\www.citycy.com\include\Ad.class.php
[75] => C:\wwwroot\www.citycy.com\data\front\runtime\templates_c\%%80^806^80621A61%%footer.html.php