The guiding logic of commodity description: information → time → trust → transaction.
To sum up: give customers all the information they want, in exchange for time for in-depth browsing, let them trust our products, and the transaction will naturally come, thus improving the conversion rate.
The first part is the workflow of making product description.
First, material collection.
1, typesetting mode
2. Available materials
3. Style and color reference
4. Relevant copywriting
Second, the selling point and demand mining process
1. Information acquisition: product database, brand product training, competitor analysis, competitor customer service question and answer.
2. Summary of customer needs (what do you care about most when buying this product? )
The team brainstorms+obtains the information, lists the requirements, and ranks them in order of importance.
3. Summary of product selling points (see below)
Product selling point ranking summary based on customer demand priority. List first, then sort.
Third, visual realization.
1. Product photo shooting scheme. How to shoot, what props to use and what angle to shoot need to be based on the plan to show the selling point of the baby, so there must be a detailed shooting plan before shooting.
2. The basic presentation angle of product picture shooting: basic picture, physical contrast (optional), shooting according to product selling details, usage, interactive and storytelling renderings or reality shows.
3. Standardization process of art communication
Provide Baby Links-Provide Product Pictures-Provide Reference Links-Baby Description Layout Frame Design-Overall Style (Main Color) Description or Reference-Copywriting (Highlights in Copywriting)-Reference Materials and Drawings-Face-to-Face Communication-Communication from Time to Time-Modification-Online Clipping.
Fourthly, the effect of information transmission and data monitoring.
1. What impressed you the most after reading the baby description?
2. Will you buy it? How much does it cost?
3. Check the ideas conveyed by the whole page to the buyers: (Have all these been done? This product is cost-effective and has a good reputation. This product is just what I need, and I have gained some professional product knowledge, purchasing methods and brand impression.
4. Pay attention to the indicators of commodities: page conversion rate, page visit time, page jump rate, related sales effect and other data.
If these data have not changed after modifying the baby description, it means that you are not doing well enough, or the product is overpriced. If you think the price is reasonable, then your baby description does not highlight the reason why your baby is more expensive than other sellers.
The second part of the baby describes the main points of the content.
List of points (unordered)
1. Basic product information and attributes-what is it?
What fundamentals do customers need to know about this product first? Describe the basic information of the product from the perspective of customer demand. Some categories can be warmly reminded, highlighting the brand logo and deepening the brand impression. It is best to unify the presentation and typesetting of basic product information and attributes, so that customers who have formed browsing habits can find the information they want conveniently and quickly.
The exhibition shall conform to: 1. Customers need to know this. 2. It reflects the high-end or scarcity of products.
For example, food: a brief description of the place of origin or manufacturer of the goods. Although customers may not really visit the place of origin or manufacturers, they will at least give customers a sincere feeling. Also give points to goods.
2. Product features-why buy it? Why not buy someone else's and ours?
Two angles: from the perspective of customer demand (how good to buy, what to lose if you don't buy), product characteristics and advantages (why to buy ours).
Comparison of competing products: there is also a comparison between our own products and other sellers' treasures in the refining of selling points, which will deepen customers' goodwill towards our treasures.
Illustrated: Illustrated descriptions are more acceptable to customers. There is a paragraph on each picture. Of course, pictures are also beautiful pictures that need to be taken. Good-looking pictures make customers more interested in reading the words on the pictures.
3. Picture display-What does it look like?
Show the details of product packaging and appearance. For example, food: product packaging details, it is best to highlight the QS logo, production date and ingredient list of the product, as well as other industries, such as clothing tags, packaging boxes and so on.
4. word of mouth, promise, guarantee-look at what you bought, and you can't go wrong buying ours.
Eliminate objections+build trust.
Eliminate objections: customer evaluation, chat records, trial reports, and amoy sharing.
Certificates (quality inspection certificates, etc.). )
Star effect, big-name comparison. Star effect, just like Gao Yuanyuan, the image spokesperson of California almond, is the product spokesperson rather than the flat brand, so we also found the California almond merchants association through Weibo and were allowed to use Gao Yuanyuan's pictures. Of course, not every seller's products can have celebrity endorsements, but if they do, please use them. For example, there are many clothes sellers.
For example, cosmetics: the ingredients are the same as those of big brands, and the efficacy and collocation are the same, highlighting the cost performance of products.
You also need: "0" risk commitment, exposure of hidden rules, frequently asked questions,
Build trust:
Third party reports (magazines, newspapers, etc.). )
Physical store photos
Related guarantees (7 days no reason to return goods, genuine goods in the mall, etc.). )
There can also be: employee and shop owner shows, details shooting or behind-the-scenes shooting, counter inspection, professional knowledge, packaging and after-sales.
5. Matching Sales-What else can I buy?
The collocation recommendation here should conform to: 1. Show it with a theme. 2. Really meet the needs of customers. 3. Give reasons for customers to buy.
For example: cosmetics: "recommend daily skin combination to perfect skin formation"
Scheme 1: oil control and oxygen supplement scheme in summer heat;
Step 1- pore refreshing cleanser
Step 2-Moisturizing and Delicate Skin Water
Step 3-hyaluronic acid essence
Step 4-Double repair of bright muscle blue gel
Step 5-Four Green Cleansing, Acne Removing and Skin Brightening Mask
Scheme II: Overspeed Whitening and Oxygen Supplementation Scheme:
Step 1- Deep Whitening Cleanser
Step 2- Redstone Pomegranate Water
Step 3-hyaluronic acid essence
Step 4-Double repair of bright muscle blue gel
Step 5-Whitening, Detoxification and Oxygen Release Film
Scheme 3: Extreme Repair Anti-aging Scheme:
Step 1- Deep Whitening Cleanser
Step 2-Silk Three Snow Muscle Stock Solution
Step 3 -DNA repair essence
Step 4-Restore the eye gel to create lifelike eyes.
Step 5-Double repair of bright muscle blue gel
Step 5-Beauty and Skin Whitening Cream
6. Emotional injection, stories and life scenes-you buy. Buy it. Buy it. . .
A. Emotional injection: add personification or beautiful words related to the baby to the picture. For example, an activity was held in Taojiang Lake to let fans say a word through the name of our product, such as "Apricot is good for you", which can also improve the stickiness of customers.
B. the story:
C. Life scene: sense of substitution-through the fusion of characters and treasures in the picture, customers will think of their own life scenes and seem to tell customers that I need this product.
D. frequently asked questions-I will tell you everything you are worried about. Just buy it quickly: convenience, guidance, publicity and suggestion.
E. usage, expertise, fashion trends-I know you have decided to buy it, and you will want it again after buying it. . -Interaction to enhance professional impression.
For example: life tips, skin care tips, etc. For example, why do you want to grow acne? Do you also suffer from fillet disease? Emphasize the necessity or urgency of the buyer to buy this product from the side, which indirectly implies that you will lose if you don't buy the buyer.
F. navigation and shopping convenience content-tell you how to buy it, buy it quickly, and don't leave after buying it. Including: after-sales service and logistics, collection, returning to the home page, customer service center, product classification navigation.
Humanized baby page browsing and navigation, we have provided detailed information in the baby description, but not every customer is willing to read it from beginning to end. Through navigation, customers can choose what they want to see, saving customers time. So as to improve the browsing degree.
G.sns-let others buy it. The tour guide said to the owner, become a fan, QQ Want Want Group.
Second, the operation sequence
Idea: Information → Time → Trust → Deal.
Stupid understanding:
1. Basic product information and attributes (what is it? )
2. Product features (why buy? Why not buy someone else's and ours?
3. Picture display (what does it look like? )
4. Word of mouth, promises and guarantees (look at what you bought, you can't go wrong buying ours)
5. Matching sales (what else can I buy? )
6. Emotional injection, stories and life scenes (you buy. Buy it. Buy it. . . )
7. Frequently asked questions (I'll tell you everything you're worried about, just buy it quickly)
8. usage, professional knowledge, fashion trends (I know you have decided to buy it, and you will want it again after you buy it. . )
9. Navigation and shopping convenience content (tell you how to buy it, buy it quickly, and don't go if you buy it)
10.SNS (let others buy it)
New product: display information emotional identity 1 2 3 7, and the following order can be random according to the specific situation.
Explosive products: word-of-mouth related sales 4 5 8
Can be unified: 7 9
Can be displayed in a unified form: 1 4 5 7
Part III: Matters needing attention
1, the theme is prominent and runs through all the copywriting: (The biggest selling point of the product is to make customers think of this product or our brand when they think of XXX).
2, the requirements are clear and detailed, which is convenient for artists to communicate.
3. The points that the product can dig should be covered as comprehensively as possible.
4, brand elements throughout the baby description, enhance the impression.
5. The overall page style should be unified, and it should be unified with the overall store, brand style and positioning.
6. In addition, pay attention to the page opening time. Usually, the waiting time for customers to browse the web cannot exceed 7 seconds. If your product page doesn't open within 7 seconds, it is likely that the customer will close the page directly, so the picture describing the product should not be too big. Cut the big picture as small as possible before uploading it.
7. Product description should focus on customer attacks, supplemented by attacks on their brains. Don't give customers too much time to think rationally. After reading the product description, let the pictures and words in the customer and our product description have * * * sounds.
This article is full of dry goods, and the author has made a comprehensive analysis with personal experience, which is definitely a necessary guide for beginners. If you think it is good, please share it with your friends. The article has mentioned many times about refining the selling points of commodities, and how to refine the selling points of products may be a lot of fog.