Among the many traffic channels on AliExpress, the first picture of the main product image is the key product information presented, and it is also one of the main influencing factors of product click-through rate.
1. Properly layout the main image to increase product click-through rate
A total of 6 main product images can be uploaded. Except for the first image, the remaining 5 images can show different angles of the product. , selling points, functions and other information will also affect the conversion of the product to a certain extent. Buyers can simply understand the product through the 6 main pictures of the product. Attract buyers to click on products, increase product click-through rates, and obtain more traffic despite limited product exposure.
Sellers should know that the platform will only provide product display opportunities and display the products in front of buyers, rather than directly bring traffic to the products. Many sellers may have a misunderstanding in this regard, thinking that as long as their products are ranked high, they can get huge amounts of traffic. This is not necessarily the case. Product traffic is determined by exposure and click-through rates. The platform can only decide which products appear in front of buyers, but it cannot decide which products buyers click on.
In addition to determining the traffic of the product, the click-through rate also affects the exposure of the product. Readers may wish to understand it from another angle. Suppose there are two products of the same category, A and B. Both products have 1,000 exposures. The click-through rate of product A is 2% (20 clicks), while the click-through rate of product B is 2%. The click-through rate is 5% (50 clicks). Which product does AliExpress prefer to rank higher? Needless to say, product B must be ranked higher because buyers are more likely to browse product B. In other words, if buyers prefer product B, product B will have a greater chance of transaction. Transactions will naturally generate AliExpress commissions. The platform mainly relies on this aspect to make profits, so for products with high click-through rates, the platform will allocate corresponding resources. For this, you can check the “Search Click-through Rate” indicator in the “Traffic Channel Capability” of the store’s products.
2. Main image requirements
Before creating a high-click product main image, sellers must first know the platform’s requirements for product main images. The main image for product release is uploaded at the bottom of the page. There are basic requirements for product main images on the platform.
While following the platform’s main image specifications, sellers should also know how to explore product selling points and convey one or more reasons for buying the product to buyers through images. Concretely express these reasons in the pictures and copy of the product to guide buyers to purchase. Many sellers are confused about their products and don’t know what their selling points are. This is mainly because they don’t understand their products. To discover the selling points of a product, you must first have a deep understanding of your own product. If the seller himself does not understand the product, how can he convince buyers to buy it?
3. Reflect product selling points through product attributes
Most sellers who obtain goods through procurement platforms directly use the main product image provided by the supplier. It is not recommended to directly use the product main image provided by the supplier, because many peers may be using the same main image for the products obtained on the procurement platform, and buyers can easily find that these are the same products. If the product price is not advantageous, buyers will tend to buy products with more favorable prices. Therefore, sellers need to distinguish the main image of the product. If the goods are sold on the procurement platform, it is best to adjust the main image of the product. The main image can be produced from different angles and based on different selling points to avoid a low click-through rate due to the same image and weak product competitiveness.
Sellers can learn about the relevant selling points of the product through the product information provided by the supplier, such as the product’s material, design, packaging, performance, attributes, quality, usage, effects, etc. Of course, it is best for sellers to use the product themselves and put themselves in the buyer’s perspective to discover the product’s selling points: What is the buyer’s purpose of buying this product? What are buyers most worried about when purchasing this product? For example, for a sweeping robot, buyers may also care about the price, complete functions, ability to deal with blind spots, low sound, clean cleaning, and convenient garbage disposal. To consider the demand for the product from the buyer’s perspective, one or more points that meet the buyer’s needs should be displayed through the main image.
Of course, these are the product selling points that sellers think of from the perspective of buyers. Sellers can also combine the real needs of buyers, such as pre-sales customer service consultation – whether the product has warranty, discounts, delivery and other issues. Of course, if the buyer has doubts about the product, he will also contact the seller directly to inquire about product-related issues. , this situation shows that the seller did not explain clearly or failed to explain this part of the product in the pictures and pages, and did not reflect the selling points of the product, so buyers will come to inquire and understand the problem. It is recommended that sellers regularly summarize and organize the questions that buyers usually ask, and then add relevant content in the pictures.
4. Discover product selling points through user questions
The easiest way to discover product selling points is to refer to how peers describe selling points for the same product, but it must be consistent with the actual product.
For products with stable sales, sellers can understand the issues buyers are considering through the Buyer Questions & Answers in the product details.
Only if the seller is familiar with the product and understands the selling points of the product, can he extract the selling points from the aspects of product material, function, quality, etc., and express the selling points of the product in the main image. It should be noted that clothing buyers pay more attention to style and design, so this type of product does not need to describe the selling points in the first picture, but the characteristics of functional clothing products, such as warmth, shaping, special materials, etc. , you need to describe the selling point. Since most buyers search for products through keywords, the main image is to embody the keyword content, display the product’s selling points, and describe the buyers’ needs and pain points to achieve a high click-through rate.
5.6 ways to express the selling points of the main image
(1) Expression of product needs.
Buyers can intuitively understand through this main product image that this glove has the function of directly controlling a touch-screen mobile phone. In the cold winter, if gloves do not have the function of controlling touch-screen mobile phones, people often need to take off their gloves before making calls. Although the whole process is simple, most people will find it a bit troublesome, so there will be potential demand in this regard. Sellers can achieve good results by expressing this potential demand in the main image, thereby attracting buyers to click.
(2) Use contrastive expressions.
As for body shaping products, buyers pay more attention to the effects after using the products. After sellers understand the pain points that buyers are concerned about, they can compare the effects before and after using the product in the main product image to attract buyers to click on the product and even generate conversions.
(3) Product quality expression.
A fishing rod that highlights its qualities by being able to withstand multiple large bottles of beverages. Generally, fishing enthusiasts pay more attention to product quality when purchasing fishing gear. This very direct expression of quality is more attractive to buyers.
(4) Use scene expression.
The expression of the usage scene of pictures can also be called life pictures. It mainly displays the usage scenarios of the products, which need to be simulated by real people, so that buyers can not only see the products during the browsing and screening process, but also have a corresponding sense of substitution, allowing buyers to imagine the real scenes of the products in daily life. A good scene map can fully mobilize buyers’ emotions, thereby generating effective clicks and purchasing behaviors.
(5) Expression of gifts.
Sellers can create main images or arrange gifts based on the potential needs of buyers. Gifts can be used to increase click-through rates and product conversion effects. They are currently widely used.
(6) Reserve price expression.
Product price is always the most sensitive factor for buyers. Sellers can take advantage of this to express the product’s preferential bottom price in the main image, compare it with the price of the product usually sold, create a sense of urgency, and stimulate buyers to click. .
The main image with a high click-through rate should be attractive to the target group, so that buyers will want to click in, learn more about the product, and quickly place an order after viewing it. The visual content of pictures composed of picture quality, display selling points, marketing copywriting, creativity, etc. is an important factor that affects buyers’ clicks. What the seller needs to do is to make the buyer see what he wants to know clearly and intuitively on this main picture, so that the click-through rate of the picture will not be low.