【Preparation】
1. Complete the pre-release related work;
2. Design and produce a good main picture.
【Operational skills】
1. How to judge the quality of the detail page. Because this book is an entry-level popular science book, the detail page production section helps readers judge what a good detail page should look like. The indicators for judging the quality of the detail page include: conversion rate, average access speed, average page dwell time, bounce rate, and average order value, among which conversion rate is the most critical.
2. How to improve the quality of the detail page through visual marketing.
The importance of vision for e-commerce is self-evident, because vision directly affects conversion rate. Most sellers outsource vision because hiring artists themselves may not be ideal in terms of quality, efficiency and cost.
(1) Main picture.
(2) Detail page template.
The indicators for measuring detail pages include conversion rate, page dwell time and access depth. A high-quality detail page consists of a series of pictures, so it is also called visual marketing. Usually, in order to improve efficiency, one or more sets of detail page templates will be made and applied to different products. Templates often include the following areas:
①Advertising area: This position will place some beautiful advertising pictures, poster pictures and important information, and of course, related marketing pictures. Usually, the related marketing product information module is placed at the top of the detail page, so that customers can see other related products before looking at the main product, increase the possibility of him entering other pages of the store, and guide traffic.
②Product advertising picture area: Here will be placed product advertisements, SKU introductions, product attributes, selling points, true and false comparisons and other pictures, which are advertisements for specific products. List the main parameters of the product (Main Features), and it is best to use beautiful pictures to show the characteristics of the product to buyers.
When uploading product detail pictures, be sure to avoid inconsistencies between the detail pictures and the main pictures, so as to avoid complaints from buyers about inconsistencies between the product and the picture later.
③Product real shot picture area: Real shots and detail pictures of the product should be placed here. If it is clothing, you can put pictures of wearing, using, and sharing by buyers. The pictures should be beautiful and attractive on the basis of reality, such as being able to see that the back cover of the mobile phone is round and has a metallic luster.
When choosing product pictures, you should pay attention to the following points: there should be pictures showing the front, side, back, details, and packaging of the product; the resolution should not be lower than 800X800, the size should be uniform and square; you should not copy pictures from other sellers to avoid being punished by the platform; do not over-modify the pictures to avoid affecting the authenticity of the product.
④ Store information picture area: This is mainly for some transaction-related information, such as payment methods, logistics methods, company introduction, gift giving rules, FAQ, etc.
(3) Copywriting.
A detail page with only pictures without text will make people feel pale and powerless. Only beautiful pictures with excellent copywriting will make people want to buy. For beginners, you need to keep the following points in mind: First, the copywriting should be straightforward and effective. Without words such as “discount”, “promotion” and “clearance”, it is difficult to penetrate the hearts of buyers. Second, pictures and texts should be combined. Only when keywords appear repeatedly and selling points appear in various ways can they attract buyers. Third, you need to be different and constantly find new lines and new angles to express the advantages and selling points of your own products.
(4) Sidebar.
You can see the sidebar when you enter the details page from the store homepage. This is an additional product information module, which mainly includes customer service seats, new products and sales rankings, QR codes, multi-language options, working hours, etc. You can set up several customer service staff, and it is recommended to set the name to multi-language. New products and sales rankings can produce effective related marketing effects. The main function of the QR code is to guide customers to use mobile terminals for access, and the current traffic and sales of mobile terminals cannot be underestimated.