Amazon newcomers must read: how to improve Amazon traffic conversion rate?

1. consumption perspective and consumption behavior

It's simple. Everyone must have bought something on a treasure and seen the strength of various buyer shows and seller shows. As a consumer's point of view, seeing beautiful and interesting product pictures will definitely be substituted into the beautiful pictures when they use and wear this product. Only with such keen interest will they click on the product introduction page to learn more about the product. By understanding and deciding consumer behavior, it can be said that online sales are on the premise of similar price conditions.

Selling products is selling pictures!

●? The same is true on Amazon. Buyers open Amazon's homepage and see 90% of the pictures.

Amazon home page shows a lot of pictures.

●? On the search results page, Amazon's product pictures also occupy half of the country.

Half of the pages in Amazon search results are occupied by pictures.

●? Customers' reading habits are always from top to bottom and from left to right, so the importance of the upper left corner is self-evident, and in Amazon's product page, the position occupied by the picture is precisely the "golden position" of the upper left corner.

2. Effect of pictures on conversion rate

As we mentioned above, Little Tear Chicken has repeatedly emphasized the importance of flow. Previous dry goods articles have suggestions such as PPC and participation in spike. , including what many sellers are doing now, such as spelling the home page, spelling bills, spelling comments, and some sellers will go to Best Sellers to find out what the search term is.

But sellers and friends think about it, this can only be called "traffic". How to turn these traffic into orders is what all sellers and friends really need to consider!

Simply put, Amazon is fair, giving each product 9 pictures to show, which is equivalent to giving each product 9 opportunities to face its own consumers. At this time, your pictures can't arouse consumers' desire to buy. Who else can blame?

3. What kind of pictures have low conversion rate?

No comparison, no harm. In order to let everyone know the difference in conversion rate of Amazon pictures, Xiao Tear Chicken spent 50 cents to sort it out for everyone, so that sellers and friends can see which styles of products have low conversion rate and why:

(1) The main picture is basically the same as that of competitors, especially bestsellers.

Best-selling product map

The most terrible thing is that you can't see any differentiated main picture. If you don't understand the product, the main picture is similar, and consumers will naturally point to the best seller. After all, people have the symbol of "high play".

Products similar to bestsellers

Judging from the comments, the sales volume is 90 cents.

Let's take a look at the pictures of products in the same category that can still get a slice of the best seller.

Similarly, through comments, we find that

The sales volume of these products should be 7- 10 times that of the above products.

Did you find out? It is a very tricky but effective behavior to innovate in the form of display or to strengthen the sense of substitution in the use of products;

(2) The number of uploaded product pictures is small.

This kind of small mistake often occurs in the uploading of variant pictures. Of course, some people who sell their parents' products also make such mistakes, although I don't deny that some of them can become bestsellers.

Your sheets are still quilt cover, at least open them!

If nothing else, each product picture given by Amazon can be uploaded 9 times. Those who only upload one or two pictures, Xiao Tear Chicken wants to ask, are you giving courage?

What's more, some products are not good-looking in shape. It is often said that there are no ugly women, only lazy women. You said they were ugly and didn't know how to dress and make up. Who can blame for not selling it?

(3) The picture has no lighting effect.

The light and shadow effect is just like taking pictures with a beauty camera, and there is indeed a gap in the presentation of photos;

Products with light and shadow effects

Product drawing without light and shadow effect

Product pictures with obvious light and shadow effects will be more realistic and more stereoscopic than those without light and shadow effects;

4. Good transformation depends on good product pictures.

In addition to product packaging and parameter pictures, how to make a product have a soul through the main picture and the auxiliary picture is what we sellers should pay attention to when choosing, making and using pictures. Let me give two chestnuts to explain:

Example 1: flashlight

An ordinary yard flashlight lamp can only present the original form of the product because of many restrictions. In the case that the product modeling of the main picture can arouse users' interest, it is better to improve and transform it, that is, to give it a soul;

Auxiliary drawing creates some special usage scenarios.

For example, this high-profile beach candlelight dinner.

This # 1 bestseller did this, making the function of the product realistic, giving consumers no room for fantasy, giving them answers directly, and even setting off with other lights. At the same time, this is also quite scheming, because once consumers want to buy this flashlight, the consumption of other lamps will inevitably match the products of this store, so the sales of this order will be considerable;

Example 2: Pet Monitoring

Pet monitoring, we basically know what it is for when we see the title and introduction, but many sellers blindly pay attention to displaying the product itself, ignoring the fact that capturing the real needs of consumers is to check the status of the pet at home, what it is doing, whether it is boring, whether it is destructive and so on. So how to look at it is what the seller needs to care about;

Small tearing chicken chooses pet monitoring. I can feel the significance of this product picture to pet owners because there are dogs in the chicken. Secondly, because the purpose of this product is simple and clear at a glance, those who just want to show how beautiful the product is in all aspects are secondary, so the choice of pictures of the product also needs to be considered, and try to directly hit the purpose of consumers.

Of course, capable sellers can also shoot some application videos, including product use teaching and video use, which can effectively add points;

Amazon's product introduction video

5. Basic knowledge of picture setting

After talking about how to create a product drawing, let's talk about some basic knowledge. Details determine success or failure. I hope the seller's friends will remember this:

1.？ The longest side of the image uploaded by the product must be at least 1000 pixels, the shortest side must be at least 500 pixels, and the longest side must not exceed 10000 pixels. Only by satisfying such product pictures, buyers can enlarge and display products when browsing product pictures, and check the parts and details of products, so as to effectively increase sales;

After uploading the size that meets the specifications in the page display.

Enlarged display of the mouse in the picture.

2.？ When pasting the main picture and the auxiliary picture, it is suggested that the size should be the same, which will be more beautiful;

3.？ The image format can be JPEG, TIFF, GIF, and can be uploaded to Amazon. It is recommended to use JPEG format, which is faster to upload.

4.？ When the aspect ratio of the image is 1: 1.3, the best visual effect can be achieved on Amazon's website;

5. The products in the main picture should occupy about 85% of the space in the picture;

6. The product must be clearly visible in the main drawing, and the whole product needs to be displayed, not just a partial or multi-angle combination drawing;

7. The main picture is not allowed to have logo and watermark except the logo of the product itself is allowed by Amazon;

8. The main drawing must be a product physical drawing, not an illustration, not a hand-drawn drawing, and not a cartoon drawing;

9. In principle, the background of the main picture must be pure white;

10. For commodities with variants, both father and son commodities must have a main map;

Don't forget to put the appropriate master map on the variant sub-product.

10. underwear, socks and other categories allow models in the main picture, but only real models are needed. A model can't have anything for sale, and it must be a front standing figure, not a side, back, multi-angle combination figure, sitting posture, etc.

1 1. The main drawings of jewelry, bags, shoes and other categories do not belong to the category where models are allowed;

12. The main picture of shoes must be a single shoe photo, and it is best to have a picture layout with the left toe facing left. The picture worn on the model's feet is best not to appear in the main picture, but in the auxiliary picture;

13. The main picture of earrings should appear in pairs;

14. Single and double sales of socks need a single and double main map, and all sets of socks can appear on the seller's map, but there can be no paper jam;

15. It cannot contain naked information;

16. For a few main pictures pretending to be decorative items, such as four-piece sets, mosquito nets, curtains, sofas, murals, lamps, etc., it is not mandatory to use pure white background. And scene pictures with non-pure white backgrounds can be used for these main pictures;

In the list of Amazon products, the seller can add up to 8 auxiliary pictures, which are similar to the main picture, but there is no mandatory requirement for the background to be pure white. Auxiliary pictures can show more product details, including multi-angle display and product use display, or supplement the outstanding product features in the main picture;

Finally, remind Amazon sellers that those well-known products, comics, movies and other images (including logo, brand name, design, intellectual property rights, copyright, portrait rights, etc. ) Without formal authorization, it is not allowed to embezzle or infringe in any form! At the same time, we should pay attention to the preservation of the original picture information, and do not rule out that other sellers will maliciously complain about the infringement of the pictures you use in the future.