How to design an excellent e-commerce product detail page?

A good detail page has two basic attributes. The first is beauty, and the second is the stimulation point (pain point). Generally speaking, the logic is clear and the propaganda is powerful. After reading it, people have the impulse to consume, which is basically a successful detail page.

Before you start modeling, you need to make full preparations, and then take women's shoes as an example.

First, the basic attributes of the product

(1) Materials: Before starting construction, you should go to the production department to learn about materials, because materials are very concerned by customers, and a clear and accurate description of materials can effectively avoid some misunderstandings and bad reviews. What leather is the upper? Calfskin or suede, or pigskin, these should be clarified. What material is the sole made of, and what is its wear resistance? Is it PU or pigskin? Is there much suede?

Key point: Finding the material characteristics of the product can better guide the photographer to describe the copy more accurately when shooting.

(2) Size: The size must be clearly described, whether it is measured by hand or not, and whether there is any error.

(3) Style: It is very dangerous to find the product style and attract the target people better, and misplace the style of a product. Style positioning will directly affect the shooting and production of detail pages.

2. Collect detailed pages of similar products.

I'm not asking you to copy here, but to analyze other people's layouts and descriptions, as well as colors.

3. After finding a suitable style, find the shooting picture and foot picture of the model.

Discuss the style with the photographer and find a suitable shooting location.

For inexperienced photographers, find good pictures on Taobao before shooting and print them out for reference.

For an experienced photographer, be sure to tell him to shoot a big scene for the homepage carousel.

When you get the picture, it's time to make the detail page. You must choose the right tone and the layout must be simple.

Fourth, women's consumption depends entirely on incitement, and they are convinced that it is necessary to incite her to be hot-headed. Male consumption depends on conquest, and the quality must be able to conquer his heart and be convinced.

Grasping this major premise makes it easy to do what you want to do. I won't go into details. The detail page is these columns.

Key point: the artist's own aesthetics is the basis for making good paintings. If you can't even make an ordinary advertising picture well, how can you make a detailed page well?

Fifth, communicate with the operation after determining the train of thought, because you have a complete train of thought and a theory of mutual support, and you can handle the operation more actively.

Sixth, the choice of text font must conform to the overall style, the font size and color are unified, and the content font should not be pure black.

Focus: The essence of the details page is the products from visual merchandising, visual merchandising and visual merchandising! ! Therefore, don't take the details page as a place to show off your skills, and make pictures for the sake of making pictures, while ignoring the role and guidance of pictures. If a detailed map can't be quickly and accurately understood by customers and the overall style can't be maintained, then no matter how beautiful it is, it is just a decoration, occupying only half of the screen space.

Seven, whether small and beautiful or tall, never have too exaggerated elements. As an artist or designer, you must have your own professional ethics. The copy should be accurate, the marketing copy should be extremely inflammatory, and the descriptive copy should be described accurately.

I think the main points of detail page design are divided into two points: consumer design and user experience design. Consumer experience design can be divided into four parts, responsibility, sense of scene, comparative purchase and social elements. The sense of responsibility is described from commodity evaluation, trial report, platform or store commitment, big V use recommendation or customer witness. The sense of presence is manifested from the versatility and ease of use of goods. Comparative purchases show discounts from price reduction or promotion. Social elements can be shared with other friends or circle of friends, and another group mode can be put together.

There are four main points in user experience design: navigation and follow-up, convenient interaction, beautiful page and highlighting key points.

Usually the product details page contains the above elements, but the specific products will be different.

The product details page includes (product main picture information, product information, product features or selling points, product actual shooting, instructions for use, brand story, packaging and production date, genuine promise, warm tips, etc. ).