Content operation refers to a series of content-related tasks such as content planning, content creativity, content editing, content publishing, content optimization, and content marketing based on product content. It is mostly used in the Internet industry. The content operation on Amazon is to optimize all the information involved in the listing. The aforementioned article has covered the optimization techniques of graphics, videos, five-point descriptions, prices, pictures, etc. This section will describe the new ones in the form of cases. Personalized listing content operation optimization skills.
Take a T-shirt sale on Amazon as an example to explain some key points of content operation. Its brand name is “Ann Arbor”.
1. Data visualization.
Data visualization has always been a core issue in content optimization. Take the clothing category as an example. In online sales of clothing categories, the size chart is one of the product data that must be included. This brand seller chose to use the intuitive difference in human height with simple and easy-to-understand sizing information, which suddenly improved the readability of its brand size chart.
For standardized products, such as computers, mobile phones, accessories, etc., they contain more and more complex data information (battery life, price, size, etc.). If this information can be used in the direction of data visualization, Optimization can greatly improve the listing conversion rate, especially for male customers, the effect of data visualization will be more obvious.
Take a power bank from Anker as an example. The picture above uses bubbles to clearly indicate the number of times the product can charge mainstream electronic products. The product display angle is uniformly 45 degrees. Pictures of each listing in the store Fonts and design styles vary while remaining consistent. Such pictures not only solve customers’ questions about the product, but also reduce the cognitive difficulty of browsing.
2. Listing video brand promotion.
In the past, we often saw 360° real-life videos of products with white backgrounds shot by big brands in listing videos, but this seller chose to upload a video of his own brand promotion in the listing video. , which includes product production process, brand concept and product introduction, etc.
It is not difficult to see that the listing video focuses on promoting its product concept and brand positioning. This seller mainly sells low-priced clothing products such as vests and hats. The repeat purchase rate of such clothing products is very high, so it is much more effective to promote your own brand or store than to shoot a single video to promote the product.
At the same time, if you briefly browse the seller’s product listings, you can see that he has uploaded this video in almost every listing. So this “one trick” content optimization method is actually very cost-effective. Time and effort-saving.
3. Transform “A+ graphic and text” advertising.
“A+ graphic and text” advertising has always been one of the focuses of Amazon listing content optimization. Whenever a new product is launched, a separate “A+ graphic and text” advertisement is generally required based on the product, which is detrimental to an efficient operating model. Therefore, this brand seller used a rather “tricky” approach and made a graphic and text promotional template that mainly introduced the brand and product production. This template is applicable to almost every product in its store, and it also This saves more time on data processing and other business tasks.
In addition to the above functions, Amazon also provides brand stores with the permission to upload and manage videos. Videos can be uploaded separately for each SKU for product promotion and brand building. After the listing video is uploaded, Amazon will regularly send the specific play time and number of plays of these videos to the seller’s email. Based on this feedback information and changes in orders, the video can also be optimized as a key point.
Videoization is definitely the focus of the development direction of the entire e-commerce product interface, so content operations must master the relevant skills of video editing.