Whether a corporate website's column structure is reasonable directly affects whether visitors can quickly find the information they need. Many websites organize columns based on internal departments or product lines, but customers typically visit with specific questions or needs, creating a potential disconnect. Reorganizing columns from a customer perspective essentially shifts information organization from "what we have" to "what customers need." Below are several practical ideas and steps.
Step 1: Identify Common Customer Questions and Information Needs
Gather the most frequently asked questions from departments like sales, customer service, and marketing, or analyze website search records and inquiry logs. Categorize these needs, such as: product or service introductions, pricing or costs, case studies or results, usage or operations, after-sales support, company information, etc. Each category corresponds to one or more column types.
Step 2: Compare Existing Columns to Identify Gaps
List all current columns and compare them against customer need categories to identify issues:
- Missing columns: Frequently asked questions have no corresponding column on the website.
- Unclear naming: Column names use internal jargon that customers don't understand. For example, "Solutions" may be less intuitive than "FAQ" or "Use Cases."
- Scattered content: Similar information is spread across multiple columns, forcing customers to search extensively.
- Deep hierarchy: It takes multiple clicks to reach target content, increasing bounce rates.
Step 3: Restructure Columns Based on Customer Task Flow
Organize columns along the customer journey from awareness, comparison, decision, to usage and maintenance. For example:
- Awareness stage: Set up columns like "Product Introduction," "Use Cases," and "FAQ."
- Comparison stage: Include "Feature Comparison," "Customer Reviews," and "Technical Specifications."
- Decision stage: Add "Pricing Plans," "After-Sales Service," and "Purchase Process."
- Usage stage: Provide "Tutorials," "FAQ," "Technical Support," and "Update Logs."
This flow-based approach aligns with customers' browsing habits.
Step 4: Simplify Navigation and Merge Redundant Columns
Merge or consolidate columns with related content and low visit frequency into a single category. For information-heavy columns, use sub-columns or tag classifications, but keep sub-column levels to no more than two. Avoid redundant structures like "About Us - Company Introduction."
Step 5: Optimize Column Names and Descriptions
Use customer-friendly terms for column names, and add brief descriptions when necessary. For example:
- Change "Service Support" to "Help Center" or "Customer Service."
- If "News" mainly publishes product updates, rename it to "Product Updates" or "Change Log."
- If "Download Center" has limited content, integrate it into "Customer Service" or "Help Center."
Additionally, each column should have a 200-300 word introduction explaining what problems it solves and what content it includes, helping customers quickly assess its relevance.
Step 6: Test and Continuously Optimize
After adjusting columns, invite a small group of real users to test and observe their paths and time to complete tasks (e.g., finding pricing, downloading a guide). Collect feedback and continuously fine-tune based on data (e.g., click heatmaps, exit rates, search term changes). Column management is not a one-time task but a regular part of website operations.
Reorganizing columns from a customer perspective focuses on making information more accessible, paths shorter, and expression clearer. You don't need to overhaul everything at once; start with the most commonly used columns and optimize gradually. This approach improves customer satisfaction and enhances overall content quality.
