As an online shopper, when choosing to shop, we will definitely choose to look at the baby details page. These problems can help customers judge whether they want to buy this software product by pictures and words. Therefore, it is crucial to have a good baby details page. A good details page can greatly improve the conversion rate, As the conversion rate increases, the weight of stores will also increase, which is a virtuous circle.
First of all, we need to know what a qualified detail page should contain: collection and attention, focus map, baby association, product information table, pictures (model picture, product image, product scene picture, product detail picture, comparison picture of the same type, screenshots of buyers' praise), matching recommendation, shopping instructions, brand culture introduction, etc
Secondly, we need to know the size scale of the detail page: the graphic requirements described by baby are as follows:
Computer side description (PC side)
The image width is ≤ 750px, and there is no height limit for the image (it is recommended not to be too long, which may cause consumers to get stuck when opening the webpage).
The image size is ≤ 3mb, and supports jpg, jpeg, and png formats.
Text characters ≤ 25000 words
Source code 200000 characters
Mobile terminal description (wireless terminal)
480 ≤ picture width ≤ 1500px (phone picture width is recommended to upload 750px), 0 picture height ≤ 2500
Picture size ≤ 10M
Words ≤ 5000
Abstract ≤ 140 words
Audio size ≤ 200k, only supporting MP3 format;
Many children don't know how to write the copywriting when making the detail page:
The soul of the product detail page is planning through the writing of the copy. Interest points should be surrounded by attractive selling points. Appearance (including packaging, style, size, color, size, matching, style, etc.); Then it is the use method and material of the product; What the copywriter emphasizes here is the preparation of selling points, which must impress the seller, let the buyer know all the advantages of the product, and maximize the buyer's purchase intention.
Today we mainly study and analyze how to optimize the management of the prepared detail page. The detail page has a great impact on the traffic, conversion rate, click rate, sales volume, etc. of the store. A good and exquisite detail page can improve the conversion rate of the store to a large extent. Therefore, the optimization of the detail page is very important in the operation of the store. The quality of a detail page is usually judged according to the following three points. 1. The level of baby conversion rate: This data can be viewed through the overall indicators of baby analysis in Business Economics, and then the details page can be optimized in a timely manner. 2. The number of treasures collected and the number of shopping carts added every day is also an important indicator for judging the details page. 3. Baby's skip rate and stay time. This can be checked through quantum statistics. If the skip rate is high, then the replacement strategy should be considered. Having said the evaluation criteria for the detail page, here are some simple and practical ideas and techniques for optimizing the detail page.
1. Try to describe the baby in detail.
In this regard, what most sellers are worried about is not how to describe the problem, but how to describe it in order to achieve good results. First of all, the description should be set from the perspective of the buyer, taking into account the consumer group of the baby, and then put it in perspective. What the buyer wants to know is nothing more than the price, quality, after-sales and other focus issues of the baby. It is necessary to highlight the advantages and benefits of the product, or set some product information to make the buyer have questions, so as to enhance the interest of the buyer, So as to enhance the possibility of transaction; The copy of the details page, whether it is the brand story of the store or the text of the details page, should be displayed according to the characteristics of the buyer group. The main need is to analyze what kind of literature and art style users like or what kind of popular online statements they like, and write the style users like, so that they will be more interested in the product.
2. From a visual perspective.
The picture should be clear, the details should be clear, and the pain points should be explored: the picture is a poster showing the overall product, and this poster must highlight the core selling points of the product. The product display diagram should be intuitive, so that buyers can understand the product at the first time, thus producing the behavior of continuing in-depth understanding. In addition, to really touch the real needs of buyers, sellers need to consider what products they care about most from the perspective of buyers according to the characteristics of commodities and user groups, so as to find out the pain points of buyers. The core of description is not to show the seller's own characteristics and materials, but to attract customers through the transmission of some product information.
3. The style of the main picture should match with the picture on the detail page
Especially the color of the goods, because the buyer enters the detail page through the goods in the main picture, the picture on the detail page should be consistent with the main picture as far as possible, otherwise the loss rate will increase.
After doing a good job, we should observe the data feedback from the background, including that the skip rate should be controlled below 70%. The skip rate of business staff refers to the number of visitors/visitors without clicking behavior within the statistical time, that is, 1-hits/visitors. The lower the value, the better.
When we modify the details page, we should not exceed 30% at a time. We should modify it one hour after the baby is off the shelf, so that the impact is minimal. There will also be inconsistency between the ordering on the details page of manual shopping and on the details page of the PC side. The ranking on the goods details page is inconsistent between the PC side and the wireless side. It is verified that due to the different use habits of consumers, the PC side users pay more attention to the comprehensiveness and integrity of information, and the wireless side users pay more attention to the efficiency of shopping, in order to improve the consumer's purchase experience, The evaluation, search and sorting logics of PC and wireless terminals are always different, so it is normal for the ranking of evaluations on both sides to be different.
Whether the store can be transformed is affected by many factors. We need to do a good job of the basic aspects of the store baby first, and then make corresponding adjustments according to the data performance of our products to improve the transformation of the baby. We can work on the price, promotion strategy, main map, customer service, customer evaluation and details page. Price not only affects the click rate on the baby search page, It also affects the conversion rate of babies. It is very convenient for users to shop around on Taobao. We can properly do preferential activities in stores and give away some peripheral products to improve the conversion rate. The product of the surrounding crowd, around the title of the product, and the screen about the title, searches for the baby drainage users through the title words. If the main map and irrelevant keywords are used, the click rate will be how high the main figure is. You can see the store keywords in the word selection assistant
The selling points are outstanding and differentiated. Compare the products of the same industry and optimize their own main map by combining their advantages and disadvantages. The details page focuses on the features, advantages and benefits of the product. You can also order a matching treasure in the service market as a related marketing to improve the transformation of products.
