Why is the click rate of Taobao shop explosion so high?

Creating explosions is everyone's little dream, because explosions can make us make money quickly! To make an explosion, we must first know the principle of the explosion. In fact, the products rank high. The higher the product ranking, the more exhibitions it has and the more tourists it attracts. For example, the exposure that baby can get when searching the first page and the second page will be completely different. In the unified analysis and statistics of explosions in many student shops in Jiangnan, we found a very important common point. Their products have an obvious feature, and the click-through rate is very high! After the click rate is high, the conversion will be improved to a certain extent, so the click rate can be used as one of the indicators to measure the explosion rate.

Then many people will ask why the click-through rate is high, which can be used as our standard to measure the explosion. For example, two babies were also shown at 1000. If the click rate of the main image is 2%, there will be 20 clicks, but what if the click rate of the main image is 5%? It's been 50 times. Under the same exhibition volume, the click rate is different, the number of visitors that Baby can get is different, and the browsing depth, collection, purchase and transformation that Baby can get are also different. Therefore, the promotion of the ranking is only to improve the baby's sense of existence. Visitors are clicks, and clicks = presence * click rate. The importance of click rate is self-evident, and it is our product main picture that directly affects our click rate. This is also why many big stores have been working hard on art design in the early stage of new products, making breakthroughs in copywriting, and then spending a lot of money to measure and draw pictures. Many people have never understood why they should pay at the same time. Many merchants have been saying that my style is very good, and others have sold a lot, which has been entangled in this paragraph. The side payment is actually not a joke, it is the main picture. Merchants who pay by side will find that successful products have high click-through rate and high conversion rate.

So someone asked? So what is the main picture going to do? In fact, it's just tossing pictures and jumping out of your inherent thinking. And most people just blindly follow the trend, which is useless. It is difficult to grasp subjectively only by imaginary consumer preferences, and there must be a general direction before the main picture shooting and design selection. So how to analyze the direction of the main map in practice? This is the core. Let's take the main picture analysis of a lady's sweater as an example. First, go to Taobao homepage to search for the baby's core target keyword "sweater girl", and sort the baby's main picture on the homepage according to sales volume and popularity respectively. The overall weight of these treasures is relatively high, and the market performance corresponding to the main picture is good. As shown in the figure below, let's analyze and count the types of main maps, which account for a relatively high proportion in the main map types. These are the directions of our previous main maps. When we shoot the main design picture in the early stage, it is equivalent to standing on the shoulders of giants, and the starting point of the main design picture made according to these points will be very high.

In addition, we can also analyze and summarize the selling points, comments, problems and other details of our peers, and extract the common ground and the pain points that customers are most concerned about. These core pain points are also the core points for us to plan the main picture, and improve the click-through rate of the main picture through consumer preferences.

So what is the selling point: it is a picture with content, and this content is the selling point. Many people just copy their peers when making pictures, without considering the baby's characteristics and advantages at all. Imitation is ok, but not without thinking. Now there are so many similar babies, and the pictures are no longer distinctive. What does your baby compete with his peers?

Where to find a selling point: price, function, style, promotional information, materials and even sales volume are all breakthroughs in finding a selling point. There are also feedback from buyers' comments and questions asked during inquiry, which you should pay attention to. Paying attention to buyers' needs will not do any harm to your shop. These needs are the selling points of the baby, which directly hit the pain points of the buyers. After the collection is optimized, put it on the details page of your promotion map. This operation can not only improve the click but also improve the conversion.

If you want to have a main picture with high click-through rate, you must dig deep into the selling points of your products and break the original fixed thinking.

Understand the preferences of products and buyers, products and customers' consumption psychology in essence, but today is not just to teach you to make a main picture. More importantly, the original intention of my sharing is to increase the weight by increasing the click-through rate, to create explosions, to simplify complex things, and to truly implement them in practice.