Detailed explanation of the ideas and methods of art design

1. The role of the product details page

The product details page is the entrance to improve the conversion rate, stimulate customers' desire to consume, establish customers' trust in the store, and dispel customers' consumption doubts , prompting customers to place orders. Optimizing product details can improve conversion rates, but the decisive factor is the product itself.

2. Prerequisites for design details

The baby details page must be consistent with the baby's main picture and baby title. The baby details page must truly introduce the baby's attributes.

If the title or main picture says Korean women's clothing but the details page is European and American style, customers will definitely close the page immediately if they see that it is not what they want.

3. Market research before design

Before designing the baby details page, it is necessary to fully conduct market research and industry research to avoid the same style. At the same time, it is also necessary to conduct consumer surveys, analyze consumer groups, analyze consumers’ spending power, consumption preferences, and issues that customers care about when purchasing.

1. How to conduct a survey?

Answer: Through the Taobao Index (shu.taobao.com), you can clearly find out all consumers’ preferences, spending power, region, etc. Data, learning to use this data is very helpful for optimizing the details page! In addition, paid software such as Sheng Ejing also has some analysis functions.

2. How to understand the issues that consumers are most concerned about?

Answer: You can find it in the product reviews. You can dig out a lot of valuable things in the buyer reviews to understand the purchase Home needs, problems encountered after purchase, etc.

4. Survey results and product analysis

Make a systematic analysis and summary based on the market survey results and your own products. List the issues that consumers care about and the advantages and disadvantages of peers. As well as the positioning of its own products, explore its own unique selling points.

5. About product positioning

Determine the consumer groups of our store based on store products and market research.

For example: When traveling and staying in a hotel, some small hotels sell the price at 100 per night, and there is no guarantee of hygiene or anything else. Positioned at the low end. Some hotel chains sell 200 per night for cost-effectiveness and target mid-range customers. Some big hotels sell services for RMB 400 a night. There are also theme hotels that sell personality and so on.

6. About discovering the selling points of our products

Find out the selling points of our products based on consumer groups.

The case of Teacher Jia Zhen: A store selling keyboard membranes found that there were many negative reviews in the reviews. Most of them complained that the keyboard membrane was too thin. The average shopkeeper might just buy thicker products next time. And this store owner directly changed the selling point in the description to the thinnest keyboard membrane in history! The result was unexpected! The ratings skyrocketed, and the comments were all about how thin the keyboard membrane is! Direct guidance and changes Consumers’ psychological expectations are to achieve very good results.

There is a very wide range of selling points for babies! For example:

Selling price, selling style, selling culture, selling feeling, selling service, selling features, selling quality, selling popularity

What you sell What is it?

7. Start preparing design elements

Based on consumer analysis and the refinement of the selling points of your own products, and based on the positioning of the baby's style, start preparing the design materials to be used. The copy used on the details page and establishes the colors, fonts, layout, etc. of the baby details. Finally, it is necessary to create an atmosphere that suits the baby's characteristics, such as a down jacket, and the background can use a winter iceberg effect.

Six major elements to be established

Color fonts, copywriting, composition and layout atmosphere

Common baby description page framework

Product value consumption Trust = placing an order

The first half of the details page tells the value of the product, and the second half cultivates customers’ trust in consumption. Consumer trust is not only established through various certificates and brand certification pictures. Using the right colors, fonts, and typography structures will also play an important role in winning customers' trust. Every component of the details page has its value and must be carefully considered and designed.

The description on the details page basically follows the following order: ① Arouse interest ② Stimulate potential demand ③ Win consumer trust ④ Make decisions for customers.

Special attention should be paid to the fact that since customers cannot truly experience the product, our product details page is to dispel buyers’ concerns, focus on the most important aspects from the customer’s perspective, and continuously strengthen and tell As a customer, I am an expert in this business. I am very trustworthy. Buyers agree with me when buying. There happens to be an event in the store, so order now for the best price. The price will increase immediately tomorrow.

Follow the following principles: ① The copy should use emotional marketing to trigger a buzz ② The extraction of selling points should be short and easy to remember and repeatedly emphasized and hinted ③ Make good use of FAB rules

There is demand We only have products. What we sell is not the treasure. What we sell is the value that customers can get after buying the treasure! What needs are met! Let rational customers come in, and finally make emotional orders.

After the design of the details page is completed, it needs to be continuously optimized by analyzing the inquiry rate, dwell time, conversion rate, visit depth and other data. The above baby details page framework is just to provide you with a reference. Different industries need to To treat them differently, the best way is to collect the description pages of the top sales in the same industry, analyze their layout and copywriting composition, and imitate first and then create.