1) Improve the competitiveness of website product prices
Product prices are a matter of life and death for both physical enterprises and enterprises that use the Internet like websites. Compared with traditional physical stores, online stores can present more intuitive goods and services to customers, which allows transactions and services to break through the traditional time and space limitations. Customers can carefully select and shop around anytime and anywhere, so websites should pay more attention to product prices and must consider more factors when setting the prices of products sold. The consumer psychology of pursuing high quality and low prices makes price the most sensitive factor for consumers. If the price is not attractive enough, it will soon be eliminated by the Internet. However, although the price is too low, it is sometimes attractive. In the long run, using low-price sales will reduce the website’s profits and reduce the subsequent products and services of the website. In addition, too low prices on the Internet will make users doubt the quality of the products. Customers attracted based on this are easy to lose and have relatively low loyalty. Therefore, before implementing an effective pricing strategy, the website must analyze the market, be market-oriented, and consider the operating costs of the website itself to establish a suitable pricing mechanism. At the same time, by clarifying the rights of product price discounts and differentiating products and services, the price sensitivity of website customers can be shifted.
2) Consolidate the website security trust mechanism
Compared with traditional retail, the online market is an open market where users can buy the products they need without leaving home. However, behind the convenient services provided by the Internet, the funds, products, and traders are separated in time and space, and customers are required to provide sensitive personal information and financial information in transactions, which increases the risk and uncertainty of transactions. Security and trust issues have always been a common concern of websites and users. Through a survey of the problems existing in online transactions, it was found that most users believe that one of the biggest problems in online transactions is the security of the website itself and the lack of trust in the website by users. At present, for issues such as privacy assurance, security assurance, and whether the website information is realistic during user transactions, websites can take a series of measures to introduce relevant technologies to ensure network security. The state should also formulate relevant legal provisions for e-commerce websites, regulate the network environment, regulate e-commerce activities, and reduce the risks of online shopping for users.
3) Enhance the website brand effect
As in traditional stores, users tend to buy branded goods when shopping online. Websites should also be aware of the importance of product brands, implement brand management, establish brand awareness, and include brand building in their work scope. The construction of website brands should be more combined with consumer needs, and should not be confined to theory, so as to design a more reasonable website structure. In fact, data surveys show that from the categories of branded goods purchased by men and women on the website, women’s choices involve many categories, while men only consume branded sports goods. Men pay more attention to practical goods. In this regard, online marketing can guide users to consume according to the different characteristics of men and women. It is a good marketing concept to set up men’s and women’s areas on the website and set up different brand spaces in different areas.
4) Implement differentiated and personalized marketing
As the online consumer goods market has developed to this day, most products are extremely rich in both quantity and quality. Internet users can select and purchase goods or services based on their personal psychological wishes. Modern website users are often imaginative, eager for change, like innovation, have a strong curiosity, and have higher requirements for personalized consumption. What they choose is no longer just the practical value of the goods, but also to be different and fully reflect the individual’s own value, which has become the primary standard for their consumption. When users have obvious differences in innovation tendencies and behaviors in different fields, if the website wants to improve the overall level, it must treat customers differently and provide them with personalized services. Different customers must be analyzed first to understand their needs. On this basis, e-commerce companies can tailor personalized information, products and services for them. If the customer demand is relatively large and the demand business is diverse, e-commerce companies must be able to provide them with diversified solutions to meet their needs.
5) Improve the quality of website services
Website services refer to product-related services such as quality assurance, response to customers, delivery speed, and after-sales maintenance. Among them, users choose online shopping to a large extent because it is convenient and fast. The speed of delivery after the transaction is generated is particularly important. Ensuring smooth logistics has become an important indicator for improving the quality of website services. In addition to logistics, after-sales service and timely response to user needs are also issues that websites must pay great attention to.
6) Strengthen the website data analysis function
At present, most websites only focus on building the website in the early stage, and do not add some website data analysis tools to analyze the website data. However, with the increasing social and market influence of the intangible network, the number of user visits to the website has gradually increased, and the sources of visitors have become increasingly diversified. A series of network data have undergone fundamental changes. Analyzing the core data of website operations has become an indispensable task in the process of website operation. It has a great correlation with the operation and performance of the website. The website uses data analysis tools to analyze website users, daily data, sales data, etc., to further describe and locate website users, predict user needs, and ensure the normal development of website operations.