As eCommerce sales grow, organizations must tailor their websites to a
diverse market. Focusing on user experience is essential for conversion
rates and customer loyalty. With over 220 million people using the
Internet, China is a key market. What should be considered when
designing a Chinese version of the site? These usability tips are from User
Centric's subsidiary company in Beijing - User
Experience:
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The homepage should include more products or services. Rather
than feature one or two products on the homepage, Chinese retailers
tend to include many products with brief descriptions and links.
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Menu sub-headings should be presented in expanded format. Rather
than drilling down into categories or searching to find information,
Chinese consumers prefer to see more information in one location.
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Include eye-grabbing content like animation and minimize empty
spaces. Our colleagues at User
Experience have found in past studies that Chinese consumers
commonly think that “something is missing”
if a homepage lacks animation. They also dislike empty spaces on web
pages.
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Determine what content and features could instill trust in the
Chinese market. Chinese consumers don’t
expect to provide credit card information during eCommerce and instead
pay cash on delivery. There is a lack of trust in eCommerce privacy.
Consider this carefully and determine what content or features could
instill trust in Chinese customers.
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Color is important: The color red has a strong positive
connotation in Chinese culture. However, red in Western cultures is
often associated with negative information. Therefore, visual design
may not be easily transferrable.
About User Experience, LLC
User Experience was founded
2006 in China and has the first dedicated usability lab in Beijing’s
Central Business District. Our consultants speak fluent English. We have
conducted research projects on mobile devices, GPS, entertainment
systems, web sites, etc. Visit our website at www.userexperience.cn.
About User Centric, Inc.
User Centric is a global
consulting firm that focuses on improving user experience. We apply our
expertise to projects involving handhelds, web sites, software, medical
devices, print, packaging, and telephony services. Our services include user
research, user
interface design consulting, information
architecture, usability
testing, user
interface evaluations, eye
tracking, and online
surveys. Learn more at www.UserCentric.com
User Centric, Inc.
Pamela Stoffregen, (630) 376-1185
