As we all know, sales=customer unit price * number of visitors * conversion rate, so when the customer unit price and conversion rate are fixed, the more visitors, the higher the sales! When the exposure and conversion rate of advertising space are basically fixed, the click rate will increase, and the number of visitors will inevitably increase, which will result in higher sales of the store.
A display that is inseparable from the click rate is the main map of treasure!
The specific design is not what we want to talk about today. This article mainly shares the next five main maps, which can also be said to be ten main maps (the computer side and the mobile side are designed and displayed separately). It is about the method of displaying strategies to achieve high conversion rate.
1、 Main drawing design style
01. Color tone: The style of the five main images is consistent with that of the whole store. Only the first Taobao search presentation image is given a specific color tone, but its color system is still consistent with the decoration style of the whole store!
02. Composition: It is a taboo to be neat and uniform, with no distinction between priorities and priorities. It is recommended to seek more changes!
2、 Develop the main drawing according to the function
01. The first first picture -- position presentation picture
It is very important. It is the portal for visitors to enter the store and the first impression of their products. Everyone knows that first impressions are very important, and the same is true for products! Be sure to leave a good impression on the buyer, which will add points to the product image!
Scheme: a. The theme is prominent. No matter the theme is product selling point, price, discount, etc., the theme should be as single as possible, and multi theme planning is not recommended. The theme information must be placed on the visual focus.
b. The goal is clear. That is, consumer groups, according to their needs to develop corresponding selling point information.
c. Beautiful form. Through shape and color, the buyer's visual emotion is mobilized to achieve harmony and unity with the theme.
d. Overall prominence: the overall feeling is to strive to be significantly different from others. If you get more attention, you will increase the probability of some clicks. Everyone's attention is relatively limited, and can attract consumers' attention, then you have achieved initial success.
02. The second picture - "naked" picture of the product
The function is to satisfy the buyer's demand judgment.
In my personal summary, I think that when buyers enter the details page of Babies through the first main picture, what they most want to see is the true face of the product. At this time, some readers will ask, "Isn't it possible to see the product clearly in the first picture? Why do buyers want to see it?"
Explain that when the first picture is used as a buyer, it is the first thing to get more perceptual induced clicks. The moment after entering the treasure page is generally rational, so what we need to do is to let him see the product itself! Let the buyer know that he did not enter the wrong door!!!
Why is it called "naked" picture? What we want to show buyers is real products. Generally, pure products with no information on white background are mainly displayed!
03. The third picture -- scene picture (optional advertising information)
The function is to give the product a reasonable positioning after reading the second picture, and show it where the baby should stay!
That is to say, in what environment does the baby work? For example, if the pillow is placed on the bed in the bedroom, take a picture and put it on it. This is also true for other product babies.
04. The fourth - detail drawing (advertising information can be optionally added)
The function is to give the buyer a chance to observe closely before the buyer reads the description on the detail page, and highlight one of the main details!
This picture can also motivate buyers to read the detailed description because they want to see more details.
05. The fifth - brand positioning (optional plus commitment and other information)
Its function is to position its brand strength, brand service, brand concept, etc., with the purpose of giving buyers a reason to buy with confidence
You can put in the complete picture of pure bottom products, the first product picture with different angles or colors!
Summary: Although it is five main pictures, it is actually a high-level summary of our entire details page. The first one is equivalent to the first screen poster of the details page, two are equivalent to product display, three are equivalent to product scenario display, four are equivalent to details display, and five are equivalent to showing the hard power of the enterprise or brand! The positions of several pictures can be adjusted according to their own products. Flexible use is true!
3、 Plan according to product selling points
01. The first picture - enlarged view of selling points
This kind of baby had better have its unique advantages, which are not available to other peers. The zoom in here is not to make the picture bigger, but to make the overall feeling of selling points bigger
02. The second picture -- the complete display of the product
It is still a complete presentation of pure bottom products
03. The third picture - product selling points contrast (optional plus advantage information)
Supplement the first picture, and make specific follow-up according to the selling points of the first picture
04. The fourth figure - secondary selling point diagram (optional plus advantage information)
Show the other main selling points to buyers
05. The fifth picture - brand positioning (optional with commitment information)
Same as the above planning by function
Summary: This scheme is suitable for unique products such as selling point advantages, and has its uniqueness compared with similar products!
Conclusion: The method is not dead. It is suggested that everyone use it flexibly. Individuals are more accustomed to making a complete master map according to the role that the master map can play, which can be used as a microcosm of detailed description to plan! In addition, some of the main diagrams of the categories are displayed in a fixed way. I also suggest that you choose the appropriate scheme for your products according to the ideas I shared, or the sentence: the best one is the one that suits you!
It is recommended to use more warm colors in all main images. The colors can be brighter than those on the computer side. The scheme will remain unchanged!
