It is not difficult to design a product main image with a high click-through rate. The key is to know who your product is sold to? Who should show the pictures? What are his pain points? Have you solved his most painful pain points? Put yourself in the shoes of consumers, think and conduct research and analysis. The main picture is by no means the more beautiful and grand, the better, but it should match your target consumer group (keywords).
Search for the keyword Phone Waterproof Pouch (mobile phone waterproof bag) at the front desk of Lazada Philippines Mall. There are a total of 15,608 products. Looking at the first 4 products, which product are you more willing to click and learn about as a consumer? The first two are UGREEN’s products, which are highly matched with the search keywords. The pictures have strong visual impact, and the waterproof effect can be known without copywriting.
1. Clear target consumer groups and precise positioning
I believe that every merchant has already positioned the store well when opening a store. The design of the main product image needs to pay more attention to the importance of group positioning. Only by clarifying the target consumer group can you create a main image with a higher click-through rate, thereby increasing the product conversion rate.
Because every consumer has a purpose when searching for a keyword, and our products cannot satisfy all consumers, and no main image can satisfy all consumers, so our main The graphic design only needs to satisfy and attract the consumer groups with precise traffic exposure. I believe it will maximize conversions.
UGREEN’s product first and main pictures, the core pain points of waterproof mobile phone bags (waterproofing, touch screen) can very intuitively attract the target consumer group, coupled with the simplicity of “buy one, get one free” Clear copywriting, high click-through rate and high conversion rate are inevitable.
2. Comply with platform specifications
Main image compliance with platform specifications is a prerequisite for store operation. The functions, characteristics and requirements of the main image are as follows.
Function: Display the style, color, brand and other characteristics of the product in the main image.
Features: Stand out in search or category pages and quickly stimulate consumers’ attention.
Requirements:
·The background color should not be too complicated (white background is recommended), the picture should be clear, the brand should be prominent, the main image product should be prominent and differentiated;
· The size of the main product image: 500 pixels × 500 pixels to 2000 pixels × 2000 pixels;
·1-8 pictures, it is best to provide a 360° product display with no blind spots, as well as scene pictures and detail pictures , specification drawings, etc.;
. JPG or GIF format is required, which can realize the magnifying glass function (small pictures cannot be enlarged);
. Square with a ratio of 1:1, composition Beautiful and reasonable;
·There should not be too much text, and it should not cover the main body of the product. It should contain brand identification elements.
3. Buyers think about their needs
When communicating with many merchants, I found that most merchants constantly emphasize how good their products are, what materials they use, and what they have. Features, etc. At this time, I often ask merchants, if you are going to buy this type of product, what are you most concerned about? At this time, most businesses often don’t consider the features he mentioned at the beginning! Let’s take an example that I often communicate with businesses:
If you need to buy baby pajamas for your newborn baby, how would you choose?
Pure cotton, soft, comfortable, breathable, beautiful style, no smell, no lint…
Yes, if you buy it yourself, you can tell so many things to consider , so as a merchant you happen to be selling baby pajamas? It’s very simple. Prioritize, select 1-2 core selling points, and even highlight the most important selling points with the largest font and the most conspicuous color.
The same goes for other products. For sports Bluetooth headsets, the main selling points can be found in the copy: they can’t be thrown away, and they don’t hurt when worn for a long time. Select the picture material of running, and a main picture with a high click-through rate is completed. .
Of course, different product segments have different focuses. The most important thing is that the research and analysis of target consumers must be accurate to truly find and solve the pain points of target consumers.
4. Avoid worthless copywriting
The copywriting must be consistent with the product itself and highly match the core selling points, allowing target consumers to notice the product picture as soon as they see it, and With action instructions to click to learn more. Some copywriting itself is good, but it has little to do with its own products. Even if it gets clicks, the conversion is not ideal. The copywriting that merchants need is to use the most painful pain points as selling point copywriting. The copywriting also needs to be intuitive and easy to understand, so that consumers can receive effective information and make a decision within one second when they see the main image: Should they choose to ignore it or learn more? Therefore, a product should not have too many selling points. It is enough to highlight the core and the most painful 1-2 selling points.
5. Differentiation strategy
Product homogeneity is inevitable for any platform, and the most cost-effective and effective way to avoid homogeneous competition is differentiation.
There are many forms of differentiation, such as style, function differentiation, etc. Now we are talking about the differentiation of the main image; differentiation is relative to competing products, so competitive product analysis is needed to understand the main products of the peers. What is the selling point? You are different from him.
For example, your peers focus on price, and you focus on quality; your peers use white background pictures, and you use scene model pictures; your peers focus on sales, and you focus on quality; your peers use large pictures as a whole, and you focus on details, etc.