In the Amazon cross-border e-commerce platform, sellers earn revenue by selling goods. In order to increase the sales volume of goods and make them more attractive to buyers, it is necessary for sellers to manage goods in an orderly manner. The following will introduce the relevant skills of product management.
Understand the relevant knowledge of product management
To manage the goods in the store well, sellers must first understand the relevant knowledge of product management. Specifically, when adding goods, it is necessary to analyze the relevant information of the product details page. Therefore, sellers must understand the components and optimization techniques of the product details page, so as to make the product details page information they write more attractive to users. In addition, when adding goods, sellers need to consider some factors to determine whether the product is necessary to be put on the shelf.
Components of the product details page
Before adding goods, sellers need to understand the components of the product details page. Only in this way can sellers better create the information of the product details page based on these components when adding goods, and attract users to place orders to buy goods. Generally speaking, the product details page mainly includes 8 components, as follows.
1. Product title
The product title is located above the star rating on the product details page. Generally speaking, the product title contains information such as the product brand, name, features and model.
It should be noted that when users have shopping needs, they usually search for products through keywords. Therefore, in order to increase the click-through rate of the product details page, sellers should add keywords that are highly searched by users and related to the product as much as possible in the product title.
2. Product highlights
There is usually an “About this item” section below the star rating on the product details page, which lists some relevant points of the product.
3. Product description
There is a “Product description” section on the product details page, which describes the relevant information of the product. When filling in the information in this section, sellers can choose to focus on the text describing the appearance and characteristics of the product.
In the product details page of Amazon’s cross-border e-commerce platform, the product’s appearance will be displayed to the user on the left side of the product title and key points, and the user will judge whether the style of the product meets their needs based on this.
Although the relevant information of the product can be directly introduced in words in the “Product description” section, some sellers have provided corresponding pictures to make the introduction more convincing. It can be seen that the product description introduces the product information to users in the form of simple text description plus picture display.
4. Product pictures
The information on the product details page is usually presented in the form of text or pictures, so it is also very important to choose the right picture for the product. Generally speaking, there are two places in the product details page where product pictures may need to be presented: one is the left side of the product title and key points; the other is in the product description.
5. Product information
The “Product information” section on the product details page will display some basic information of the product, which includes both the attributes of the product itself and the information generated after the product is sold.
The product information on a product detail page shows information such as ProducDimensions (product dimensions), Item Weight (product weight), Manufacturer (manufacturer), ASIN (Amazon product code), Item model number (product model), CustomeiReviews (user reviews), Best Sellers Rank (sales ranking) and Is Discontinued By Manufacturer (discontinued by the manufacturer).
6. Manufacturer information
Some product detail pages have a special “From the manufacturer” section to introduce the manufacturer (or brand) and the manufacturer’s introduction to the product.
The manufacturer information section on a product detail page. It can be seen that the brand “GILDAN” and the relevant information of the brand are introduced in this section. After users see the information in this section, they can quickly understand the relevant information of the brand and its products.
When purchasing products, users are easily affected by the brand effect. If the goods sold by the seller belong to a well-known brand, then the manufacturer information can be displayed. In this way, after seeing the brand information, users will be more willing to buy the corresponding goods.
7. Combination of pictures and texts
Text and pictures each have their own advantages. Text can explain the relevant information one by one, while pictures can intuitively present a certain aspect of information. Sometimes, in order to explain the relevant information of the goods more clearly, the seller will describe the product information in the form of a combination of pictures and texts on the product details page.
For users, the more detailed the product information is, the better. If the product information can be displayed in the form of a video like a movie, it would be the best; if the video cannot be transmitted, then the combination of pictures and texts can also present the product information like a picture by picture, which is obviously much better than presenting it with a single picture or text.
8. Classification node
The classification node of the product will be displayed at the top of the product details page (both the small category and the large category to which the product belongs will be displayed).
In addition, when users buy goods, they may also check the goods they need according to the category first. Therefore, when uploading products, sellers need to select the corresponding category for the products, otherwise, some potential buyers may not be able to find the products listed by the seller.
The focus is on introducing the product details page elements that sellers can set. In fact, in addition to these elements, the product details page will also display questions, answers, comments and other information, but this information basically comes from buyers, and sellers cannot set it directly.