用户需不必要详情页？制品详情页该怎么样设计？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">编辑导语：每款<span style="color: black;">制品</span>都有自己的详情页面，它<span style="color: black;">做为</span>内容<span style="color: black;">制品</span>转化率最高的场景，影响着什么？又<span style="color: black;">必须</span><span style="color: black;">重视</span>些什么？作者从<span style="color: black;">制品</span>交互和用户维度聊聊内容<span style="color: black;">制品</span>的详情页设计，<span style="color: black;">期盼</span>能给你<span style="color: black;">有些</span>启发。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/SybV3Gc4kh2Nhu~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723662349&x-signature=Rt9J%2FwE%2FgFjNv%2B0R%2Fn0j5HVhFvA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近期</span>在<span style="color: black;">科研</span>一个有意思的课题——内容型<span style="color: black;">制品</span>的详情页设计。详情页<span style="color: black;">做为</span>内容<span style="color: black;">制品</span>转化率最高的场景，页面设计时<span style="color: black;">那些</span>信息<span style="color: black;">必须</span>靠前？<span style="color: black;">那些</span>信息应该删减弱化？<span style="color: black;">那些</span>信息<span style="color: black;">必须</span><span style="color: black;">明显</span>？详情页的任意改动会直接影响到页面的<span style="color: black;">最后</span>转化效果。本篇从<span style="color: black;">制品</span>交互和用户维度聊聊内容<span style="color: black;">制品</span>的详情页设计。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>用户需不<span style="color: black;">必须</span>详情页？</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">N年前，当<span style="color: black;">制品</span>设计和<span style="color: black;">制品</span>体系还不是很完善时，<span style="color: black;">制品</span>详情页就<span style="color: black;">已然</span>存在。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">详情页最初源于淘宝的宝贝设计。宝贝详情页设计的初衷，是为了让用户更<span style="color: black;">仔细</span>的<span style="color: black;">认识</span>到宝贝的<span style="color: black;">详细</span><span style="color: black;">状况</span>，从而理性的消费<span style="color: black;">制品</span>，减少客诉率和退货率。详情页<span style="color: black;">作为</span>电商<span style="color: black;">制品</span>、内容<span style="color: black;">制品</span><span style="color: black;">必须</span>的页面，这几乎是行业<span style="color: black;">广泛</span>的<span style="color: black;">制品</span>设计标准。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">众所周知，电商型和内容型<span style="color: black;">制品</span>之间的差异性<span style="color: black;">很强</span>，<span style="color: black;">是不是</span>所有电商/内容型<span style="color: black;">制品</span>都<span style="color: black;">必须</span>详情页承载？去掉详情页行不行？不<span style="color: black;">根据</span>行业<span style="color: black;">广泛</span>规则去设计<span style="color: black;">是不是</span><span style="color: black;">必定</span>不正确？</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">1. 从市场调研<span style="color: black;">思虑</span><span style="color: black;">是不是</span><span style="color: black;">必须</span>详情页？</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>枚举了大部分电商/内容型<span style="color: black;">制品</span>类型，从下图可见互联网行业绝大部分<span style="color: black;">制品</span>都有设计详情页设计。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/T8bqJIhAU5N479~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723662349&x-signature=7ZhgMaoVwpRwai7V67lxochXbNM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>常说<span style="color: black;">制品</span>设计要满足PMF原则，<span style="color: black;">否则</span>终究会被市场淘汰。<span style="color: black;">因此呢</span>，内容型<span style="color: black;">制品</span>要有详情页设计是市场大势所趋。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">2. 从用户层面<span style="color: black;">思虑</span><span style="color: black;">是不是</span><span style="color: black;">必须</span>设计详情页？</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，基于用户消费心理思考，用户不可能为一个自己不<span style="color: black;">认识</span>or不知情的<span style="color: black;">制品</span>买单。想要促成用户付费转化，<span style="color: black;">必须</span>一个缓冲页，而详情页设计<span style="color: black;">便是</span>中间的缓冲页。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有了详情页介绍，用户能够<span style="color: black;">仔细</span>的<span style="color: black;">认识</span>到一款<span style="color: black;">制品</span>的性能，设计，价格，用途，其他用户<span style="color: black;">运用</span><span style="color: black;">评估</span>等。越<span style="color: black;">仔细</span>的详情页介绍，<span style="color: black;">常常</span>能给用户<span style="color: black;">更加多</span>的转化<span style="color: black;">自信心</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其次，基于<span style="color: black;">制品</span>用户体验<span style="color: black;">思虑</span>，<span style="color: black;">一样</span><span style="color: black;">必须</span>详情页设计。反向思考，用户在一无所知的<span style="color: black;">状况</span>下消费了<span style="color: black;">制品</span>，到<span style="color: black;">实质</span><span style="color: black;">运用</span>时<span style="color: black;">发掘</span>货不对板，容易<span style="color: black;">导致</span>用户<span style="color: black;">心情</span>的爆发，<span style="color: black;">伴同</span>而来的是只增不减的客诉量和退货率，影响<span style="color: black;">营销</span>平台和品牌的美誉度。这些影响是致命且不可逆的，想要扭转品牌感知力则<span style="color: black;">必须</span>花费<span style="color: black;">更加多</span>资源，得不偿失。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后，从用户心智和用户习惯层面思考。绝大部分用户<span style="color: black;">已然</span>被教育得很清楚——从运营位点击一个海报，<span style="color: black;">转</span>过去会定位到<span style="color: black;">制品</span>的详情页，你想<span style="color: black;">认识</span>的大部分信息详情页都能解答。<span style="color: black;">倘若</span>还有未被满足的用户信息需求，可联系客服咨询。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种用户习惯不轻易被挑战，且<span style="color: black;">制品</span>设计本身<span style="color: black;">亦</span>不是为了创新而创新，仍然<span style="color: black;">必须</span>回归用户侧思考。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">综上<span style="color: black;">思虑</span>，电商/内容型<span style="color: black;">制品</span>，<span style="color: black;">必须</span>详情页承载，以<span style="color: black;">保准</span>用户体验和内容消费之间的<span style="color: black;">安稳</span>过渡。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>详情页<span style="color: black;">制品</span>设计<span style="color: black;">必须</span>包含<span style="color: black;">那些</span>信息？</h1>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">1. 详情页的信息<span style="color: black;">形成</span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以内容型<span style="color: black;">制品</span>为例，详情页设计<span style="color: black;">通常</span>可分为<span style="color: black;">基本</span>信息区、功能信息区、社交信息区、<span style="color: black;">举荐</span>信息区、推广信息区5大类型。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/T8bqJJhHM59Rur~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723662349&x-signature=zzHz4ANbAkBYuSUrLHVSJwSe0ic%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">基本</span>信息和功能信息是详情页<span style="color: black;">必须</span>信息，它能<span style="color: black;">帮忙</span>用户快速决策和<span style="color: black;">选取</span>。详情页里的<span style="color: black;">基本</span>信息每一项用户都会看吗？不见得。<span style="color: black;">制品</span>经理可<span style="color: black;">按照</span>业务<span style="color: black;">制品</span>特质绝对展示给用户<span style="color: black;">那些</span><span style="color: black;">基本</span>信息，<span style="color: black;">然则</span><span style="color: black;">倘若</span>详情页中完全<span style="color: black;">无</span><span style="color: black;">基本</span>信息，用户会吐槽。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子，设想你此刻想看电影，<span style="color: black;">然则</span><span style="color: black;">无</span><span style="color: black;">知道</span>的观影偏好。正常的用户肯定会随便点击一个<span style="color: black;">举荐</span>，并进入到进详情页观看。在详情页中，用户可<span style="color: black;">经过</span><span style="color: black;">基本</span>信息介绍，快速<span style="color: black;">认识</span>到该影片是谁主演，评分高还是低，什么时候上线？<span style="color: black;">倘若</span>一部片子上线很久，演员表中<span style="color: black;">亦</span>没几个认识的，且豆瓣评分还低，你还想要继续观看该片吗？<span style="color: black;">基本</span>信息的设置，目的是要<span style="color: black;">帮忙</span>用户判断<span style="color: black;">是不是</span>要继续查看该影片。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">社交、<span style="color: black;">举荐</span>、推广3类信息属于魅力属性功能，开放给用户这些功能，用户自然开心；假如<span style="color: black;">无</span>这些功能，对用户<span style="color: black;">好似</span><span style="color: black;">亦</span>没<span style="color: black;">导致</span>什么影响。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而大部分内容型<span style="color: black;">制品</span>，详情页都会<span style="color: black;">增多</span><span style="color: black;">类似</span><span style="color: black;">举荐</span>等模块，以探索用户<span style="color: black;">更加多</span>内容需求，试图在详情页中形成闭环。这是<span style="color: black;">这次</span>课题<span style="color: black;">科研</span>最受争议的点——详情页<span style="color: black;">到底</span>要不要给用户呈现<span style="color: black;">关联</span><span style="color: black;">举荐</span>信息？不呈现会<span style="color: black;">怎么样</span>？</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">2. 详情页需不<span style="color: black;">必须</span><span style="color: black;">关联</span><span style="color: black;">举荐</span>？</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这部分课题<span style="color: black;">科研</span><span style="color: black;">重点</span>针对内容型<span style="color: black;">制品</span>进行调研，如爱优腾芒、百度文库、稻壳、摄图网、<span style="color: black;">发掘</span>报告等内容型<span style="color: black;">制品</span>。<span style="color: black;">经过</span>竞品调研可见，<span style="color: black;">所有</span>详情页均有<span style="color: black;">关联</span><span style="color: black;">举荐</span>模块。有些<span style="color: black;">制品</span>经理认为<span style="color: black;">关联</span>推荐是多余模块？我个人不太认同这观点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其一，从<span style="color: black;">制品</span>层面<span style="color: black;">思虑</span>，详情页中加<span style="color: black;">关联</span><span style="color: black;">举荐</span>是为了补齐用户找不到合适内容的短板，以及缩短用户<span style="color: black;">查询</span>内容的效率。从用户路径操作图看就一目了然了。</p><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-tjoges91tu/T8bqJKLGWRlfLt~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723662349&x-signature=a9KehYkemFSYIonLO7xUZ%2FR3dvU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">详情页中设置<span style="color: black;">关联</span><span style="color: black;">举荐</span>模块，用户可在当前页面继续<span style="color: black;">选取</span>，无须返回上一级页面重新<span style="color: black;">查询</span>，用户的<span style="color: black;">查询</span>效率可<span style="color: black;">提高</span>一倍。<span style="color: black;">同期</span>详情页中的<span style="color: black;">关联</span><span style="color: black;">举荐</span><span style="color: black;">通常</span>跟当前观看内容<span style="color: black;">关联</span>性较高，<span style="color: black;">更易</span>吸引用户观看同类型内容，<span style="color: black;">提高</span>页面点击率和观看时长。用户在详情页中<span style="color: black;">持续</span>观看——<span style="color: black;">查询</span>——观看，形成无限游戏，<span style="color: black;">全部</span>内容<span style="color: black;">举荐</span>闭环一气呵成。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其二，从用户层面<span style="color: black;">思虑</span>，用户天然<span style="color: black;">拥有</span>惰性。用户<span style="color: black;">期盼</span><span style="color: black;">制品</span>本身无需用户动脑子，却能猜出用户想要观看什么内容并且用最快的速度呈<span style="color: black;">此刻</span>用户眼前。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">人工<span style="color: black;">举荐</span><span style="color: black;">没法</span>满足千人千面的用户需求，而算法<span style="color: black;">举荐</span>随着用户<span style="color: black;">行径</span>日志数据的<span style="color: black;">增多</span>，算法模型越来越懂用户，<span style="color: black;">从而</span>快速且<span style="color: black;">精细</span>的将内容<span style="color: black;">举荐</span>给用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">综上<span style="color: black;">思虑</span>，内容和电商类<span style="color: black;">制品</span><span style="color: black;">必须</span>详情页，且详情页中<span style="color: black;">必须</span><span style="color: black;">关联</span><span style="color: black;">举荐</span>。这两块功能设计，是影响用户付费转化的关键。社交信息+<span style="color: black;">宣传</span>信息，可视业务<span style="color: black;">实质</span><span style="color: black;">状况</span>而定，<span style="color: black;">通常</span>成熟期的<span style="color: black;">制品</span>都会在详情页中添加这两类信息。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">#专栏作家#</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">卡卡，<span style="color: black;">微X</span>公众号：卡卡的<span style="color: black;">制品</span>札记，人人都是<span style="color: black;">制品</span>经理专栏作家。8年大型互联网<span style="color: black;">制品</span>运营经验。曾负责过稻壳儿、手机主题等<span style="color: black;">制品</span>，对IP字体的打造引领了行业风向标。既当过业务操盘手，<span style="color: black;">亦</span>当过自<span style="color: black;">媒介</span>创作者，对<span style="color: black;">制品</span>运营、内容运营有自己的见解。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文原创发布于人人都是<span style="color: black;">制品</span>经理，未经许可，禁止转载。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自Unsplash，基于CC0协议。</p>
谷歌网站排名优化 http://www.fok120.com/ 楼主发的这篇帖子，我觉得非常有道理。
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