Since Amazon focuses on the importance of products and the customer’s shopping experience, and weakens the concept of sellers’ stores, the product details page production described in this project mainly takes the AliExpress platform as an example. The backend interface of the AliExpress product details page production is divided into 5 modules: basic information, price and inventory, detailed description, packaging and logistics, and other settings.
Click “Detailed description” to see the interface display “Details template”, which is divided into “Blank template”, “Industry detailed description template” provided by the system, and “View more detailed description templates”. “Blank template” is a customizable template, which is a relatively long multi-language detailed description template; “Industry detailed description template” is a system-provided template based on the category selected by the seller. Click “Edit template” to display the module options in the left navigation bar and the option column in the upper right corner.
(1) Pre-sales related marketing:
Related sales refers to driving the sales of product B related to product A through the sales of product A, or even bundling several products together for sale. A product page can also display other related products of the same type and brand, thereby achieving the purpose of attracting customers to see more and increasing the transaction rate. Sellers can put some hot-selling items to give customers more choices; at the same time, related marketing can reasonably integrate the traffic in the store, so that popular products can be more displayed and obtain more traffic. Related marketing can improve the conversion rate of the store, increase the average order value, and increase the exposure of the products in the store. There are several ways to match products in related marketing.
Combination association: The recommended products and the main products can be used in the same scene at the same time, such as the combination of power banks and charging cables, tops and skirts.
Hot-selling association: Put some high-selling products in the store on the product details page to enhance customers’ confidence in the store and promote more transactions.
Alternative association: The recommended products can replace the main products. Usually, only one of them can be selected in the same scene, such as long skirts and short skirts, yellow shirts and blue shirts.
When adding related marketing links, pay attention to the number of links added. Many sellers want to show more products, but in fact, the more products are shown, the worse the transaction effect. Generally speaking, a maximum of 8 products can be set in the module of related sales; the effect is most obvious when 4 products are set. This is because when there are too many reference factors or interference factors, customers will become impatient, and even lose their judgment or reduce the probability of impulse purchases.
(2) Product specification details
Overseas customers are more inclined to read text, so detailed product text descriptions can not only increase the weight, but also help improve customer experience. Product pictures should focus on the overall and details of the product. Technology products can appropriately add some special effects pictures.
(3) Store advantage description
Adding a store advantage description can eliminate customers’ doubts when shopping online. When introducing the store’s advantages, we can make statements from the following aspects: the scale of the company or factory, registered capital, establishment time, technical certification, after-sales service, and office (production environment). It should be noted that in addition to the relevant text description, clear pictures should also be attached to make the introduction look more convincing.