On the OZON platform, the product details page is called JSON. It is a free marketing tool and one of the key factors affecting the conversion rate of goods. However, how to create a product details page that can achieve a high conversion rate?
Unlike other cross-border e-commerce platforms, JSON rich content and text descriptions cannot coexist on the OZON platform. Once JSON rich content is created, the platform will hide the text description of the product by default, resulting in buyers only being able to see part of the JSON content. Therefore, when creating JSON, you must carefully consider whether to choose product description or details page, otherwise you may get half the result with twice the effort.
1. Create a product details page with a high conversion rate.
For the creation of OZON pages, the following steps will help achieve a high conversion rate:
1. Select the content type: OZON pages cannot present rich content and text descriptions at the same time, so when creating JSON, you must make it clear whether you want product descriptions or details page content.
2. Create a visual editor: Enter the OZON backend personal center, in the media section of the product editing page, click the visual editor to start creating JSON rich content.
3. Add widgets: In the visual editor, select the required widget from the left panel and drag it to the workspace. Edit and set the added widgets, such as pictures, text descriptions, title styles, etc.
4. Add videos: If you need to add videos in JSON, find the video widget, select the link type in the left panel, add the video link, preview and save the application after confirming that it is correct.
5. Pay attention to the material requirements: The image should be in JPG, JPEG, PNG format, and the size should not exceed 10MB. GIF files are not recommended to avoid long loading time.
Second, the key to improving conversion rate.
With JSON rich content, sellers can create a variety of product displays such as detailed descriptions, vivid illustrations, charts and videos. This can not only increase buyers’ interest in the product, but also attract their attention as soon as buyers enter the product page.
For product pictures, it is best to use pictures taken by the sellers themselves. Pictures with multiple angles, multiple scenes and multiple types can better display the products and stimulate consumers’ desire to buy. If you cannot take the photos yourself, you can consider obtaining high-quality photos from suppliers, but be aware of possible image overlap issues.
A successful detail page image should highlight the key features of the product, highlight the product’s features, functions, details, physical displays, brands, etc., to stimulate buyers’ desire to buy. The combination of pictures and text is the soul of a page. A reasonable combination of text and pictures can more effectively achieve high conversions.
Finally, it is worth noting that not all categories are suitable for JSON rich content. Many Russian consumers prefer text descriptions, and from the seller’s operational perspective, text descriptions are more suitable for SEO optimization. Therefore, when optimizing the OZON page, choose the appropriate content format based on the product category and target audience.