When shopping offline, customers make a decision on whether to buy a product by watching, experiencing and listening to sales staff’s explanations; when shopping online, customers make a decision on whether to buy a product only by browsing the product webpage. Experience products in other ways, so visual design has become the most important marketing method.
When we do e-commerce visual design, remember not to judge whether it looks good based on personal preference, because whether it looks good or not is secondary. All the purposes of commercial design are to promote sales, which is the ultimate criterion for judging whether the design is good or bad. It is the level of sales conversion rate. Commercial design should meet the following requirements:
·Convey accurate information;. Contains sufficient information; ·Clear purchase guidance;·Conforms to customer browsing habits
Cross-border e-commerce design features
1 Layout and interaction
People do not Can read the text on the web page sentence by sentence. Research shows that people generally follow the “F-shaped reading habit” when reading web pages.
This reading path is like the shape of the letter F, including the following three aspects: First, people’s eyes first make horizontal movements, often scanning the upper part of the web page content, thus forming a horizontal This is the first horizontal line of the F letter; secondly, people’s eyes move slightly downward, scanning a smaller area than the first step, thus drawing the second horizontal line of the F letter; Third, people scan vertically toward the left portion of the page, sometimes slowly and systematically. This will draw a vertical line for the letter F.
After understanding the “F-shaped reading habit”, you should pay attention when designing web pages: people will not read the entire text word for word, so important content must be placed in the upper left corner of the web page.
2. Text and pictures are displayed independently
We have become accustomed to the very fancy page design of domestic e-commerce websites. On the product design pages of domestic e-commerce, text is designed as part of the picture. , which is not only a selling point of the product, but also plays a decorative role. This design method is rarely used in cross-border e-commerce, because cross-border e-commerce has to face customers with different languages. Cross-border e-commerce platforms usually automatically translate English into multiple languages to facilitate reading by different customers. The text design Once in the picture, it cannot be translated by a computer.
In the Product Description area, product information is first described in text, followed by product pictures. Product pictures generally do not contain text. Using this method, all product information can be The system automatically translates into various languages, and sellers no longer need to provide special language services for customers who speak small languages.
3. Only reflect the characteristics of the product itself
Sellers on domestic e-commerce platforms often use factors such as festivals and culture when designing product detail pages. By using these factors, they emphasize Some characteristics of the product. For example, in order to reflect the gentle and elegant temperament of a lady when shooting a long dress, you may choose to use the Jiangnan water town as the background to render the entire atmosphere through the environment and strengthen the impression of keywords such as “gentleness” and “temperament” in people’s minds.
When we sell goods on a cross-border e-commerce platform, we face customers with different cultural backgrounds. Using a certain culture cannot touch all customers, and may even offend some customers. In order to avoid these situations from happening, it is best to focus only on the product itself when designing the product details page, and express the breathability performance of the shoes and the waterproof performance of the razor very intuitively, without any additional emotional appeal.
If you need to add emotional appeal to the design, what should you do? At this time, you should consider choosing emotions that people from different cultural backgrounds can understand, such as a happy family atmosphere and a loving couple relationship. wait.
Look at visual design from store data
Excellent visual design reflects the brand grade. Picture design needs to combine colors, images, and text, and use pictures with strong visual impact to attract the attention of potential customers, thereby increasing the attractiveness of products and stores and achieving a winning marketing effect.
We use actual store data to explain the impact of visual marketing on transaction conversions. Let’s take a look at the store backend data first.
“Others within the site” traffic tend to have the largest number of views, the deepest access depth, and the lowest bounce rate. Which factors of our store are related to the “Others on site” section with the largest number of views?
The following is the actual situation of a new store. During the store’s initial operation stage, the seller tried to open a through train. Although the traffic has increased, it has not been converted into orders; if the through train is stopped, the traffic will disappear. In the first few months of store operation, the merchant did a lot of work, uploading product pictures and optimizing information. Although the store traffic increased slightly, the actual effect was not satisfactory.
After multi-party analysis and comparison with other similar products, it was found that the product quality and price of this store have advantages. The main reason for the low traffic is that the seller in order to save money in the early stages of opening the store, the quality of the product pictures taken It is not good, resulting in a big gap between the aesthetics of product theme pages, store homepages, product details pages and other store-related pages.
After finding the crux of the problem, the seller hired a professional photographer to take photos of the products, and also hired a professional designer to renovate the store’s homepage, product details page, etc., and cooperate with the marketing strategy. The overall data is An unexpected improvement.
How to start design work
1 Examination Objectives
When you receive a design task, don’t rush to make it. First think about how the content to be designed should be used. effect. For example, the functions of a product page are:
Display the beauty and functionality of the product to the maximum extent;
Convey all the information that customers need to know as clearly as possible ;
Let customers place orders more actively and conveniently.
The functions of an advertising image are:
To make customers interested in the activity;
To convey the specific content of the activity;
< p>Urge customers to participate as soon as possible.
2. Planning the page structure
Wireframes can be used in planning the page structure. Wireframes are a very important element in web design. They can express the designer’s ideas and facilitate communication with Designers communicate. Design wireframes can be implemented in simple ways such as paper and pen, Word, or you can choose professional software, such as Axure RP.
3. Prepare design materials
Design materials mainly include product photos, copywriting, brand logos and auxiliary materials. Product photos should be high-resolution photos, and the shooting angle should meet the needs of the design and reflect the characteristics of the product. For example, clothing should have detailed pictures and electronic products should have functional pictures. Copywriting includes marketing copywriting, product copywriting, and event copywriting. Marketing copy should be concise and attractive; product copy should highlight product features and meet consumer needs; event copy should clearly explain necessary information such as the nature of the event, event time, and policies. Brand logos should be prepared in multiple formats and sizes for different design needs, such as a colored logo on a white background and a reversed (white) logo on a dark background.
After the above preparations are completed, look at what content is not necessary, remove those elements that cannot effectively convey information, and then start designing.