When the user connected to a public WiFi, which was subject to payment, he saw the first page of Portal's authentication page. The design of this page largely determined whether users chose to pay for it or turn it off. This judgement could take place in three to five seconds.
A lot of operators spend money on network bandwidth and hardware, but let them.Network billing systemThe default Portal page that you carry is hanging there.——Small fonts, layouts, holster options are very tight. Users turn off a quick look."Users don't want to pay."The problem is how information is presented.
The Portal page has several design points that have the most impact on conversion rates and merit analysis.
First, the way the package is presented.. If eight package options are presented simultaneously, users need to compare and choose and decision costs rise because"Bad choice."The more effective way is to give up. By default, the recommended package is highlighted: a medium-priced package with larger fonts and visible background colour displays, and other packages are placed around smaller layouts. Such designs will lead most users to choose the recommended package directly and reduce friction in decision making. In the electric sector, this design is called ""Default options effect"It's also effective in the WiFi billing scene.
The second is the way value senses are expressed.。"One hour and five dollars."and"One hour high speed network, always in touch with $5.00"The user feels different. The former only says the price, the latter adds a value description to let him know what he's buying. This is not about writing an advertising case, but about helping the user finish it in a short time."Is this worth anything?"The design of the Portal page should be clear about the most core use of each package, not just by listing parameters.
Third is the number of steps in the payment process.. The less you can see the package and the more you pay, the better. The best process is to click on the package. → Scavenging payment. → Automatically activates the Internet, which does not exceed 30 seconds. The user is not required to fill in any information."Please enter your cell number."、"Please agree to the terms of service."、"Please set the password"For places requiring real name certification, a physical name authentication process can be separated from payment processes, with user-paying access to the Internet first, and back-office authentication as a compliance requirement is done in the form of a window on the first connection between users rather than before the payment process.
The fourth is that the mobile end fits.. The vast majority of users access Portal pages via mobile phones, and displaying a deformation on a small screen, the size of button clicks and the need to zoom in to see them will have serious implications for user experience and willingness to pay. This is not an advanced requirement, but a basic pass line. In system selection, testing the performance of Portal pages under different cell phone types and screen sizes is an item that should be included in the evaluation list.
Fifth is building a sense of trust in the site.. Users pay on a strange public WiFi with some concerns: is this network real? Is it really accessible? Portal page design can reduce these concerns in several ways: show the true name of the site and LOGO (user recognizes the brand, trust increases); show how many users are using it today (social certification); provide visible attention"Activate immediately upon payment, and unsatisfied to apply for refund"These elements together can effectively boost user willingness to pay.
Technical level,Network billing systemSome systems can only change Logo and colour, the menus and the scripts are fixed templates that cannot be adjusted at all; some provide full customization capacity at HTML/CSS level, or even support embedding of self-defined JavaScript. The former is simple but less flexible, while the latter requires a certain front end development capability. In selecting models, it is important to choose appropriate levels of customization capabilities, taking into account their technical resources and operational optimization expectations.
Load SpeedThe most easy indicator of the technical team to ignore in Portal's user experience but the most direct user perception. After users have access to WiFi, a significant number of Portal pages can be loaded directly and offline if they take more than three seconds. Portal pages should also be optimized with a view to having their first screen loaded within two seconds of 3G signals, meaning that the page should remain light enough: do not load large pictures, introduce too many third-party scripts, and make payment buttons as simple as possible. This requirement is seemingly insignificant at the PC end, but differences are multiplied in unstable mobile signal environments.
The different Portal content displays for different user groups are a means of further improving the conversion rate. The system can show different packages and scripts by type of equipment (Canadian/Andrea cellular/platform/PC), time of access (morning/noon/night/night/lated), historical behaviour (first visitor/returnee/member). For example, the first visitors highlight trial packages, the return guests prioritize fee options and historical purchase records, and the users during late nights recommend night-packs.Network billing systemWhile back-office capacity is certain, such fine-tuning of operating instruments often leads to significant revenue increases in a highly competitive setting.
Portal page optimization is not a one-time exercise, but requires continuous overlap. The actual effect of design changes can be validated by data from AB tests (showing two versions of Portal pages simultaneously, and measuring conversion rates for different versions). Adjustments to field locations, a textual modification, may result in a change in the transformation rate of several percentage points. In places with larger daily traffic, this increase is directly reflected in monthly income. It is a mature operation team approach that uses Portal page design as an ongoing optimized operation rather than a one-off delivery when the project is online.