Details page optimization Those have to say the details: The product is the foundation must be in place

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

For most people, the details page is undoubtedly an important component of product transformation, and how to edit the details page is a big problem that we often have headaches.

Here to recommend a sales law--fabe, a lot of marketing should be on this law is not unfamiliar, but for doing is visual, copywriting people are often ignorant of this, here we look first. What is the so-called Fabe?

Fabe

Fabe sales law, in short, it is a kind of sales model, through four key links, answer the consumer demand, extremely skillfully handle the problem of customer concern, so as to successfully achieve the product sales demand.

F: (Features) refers to the characteristics of this product, features and so on. The name of the product, the material, the technology, the location, the characteristics, the deep excavation of the intrinsic properties of the product, and find the difference point.

A: (advantages) advantage. List the unique parts of this product. Can be directly, indirectly to the statement. For example: more useful, more upscale, more warm, more insurance, more ...

B: (benefits) What benefits consumers can bring. This is actually the right brain sales law when the special emphasis, with a lot of image words to help consumers virtual experience this product.

E: (Evidence) corroboration. Through the on-site demonstration, the relevant supporting documents, brand effect to verify a series of introductions. All materials should be sufficiently objective, authoritative, reliable and verifiable.

This is the thing from our Taobao details

f--Product Basic Properties

Bisphenol Product contrast advantages, product characteristics, etc.

Villa products Practical value, not what will be, pain point excavation, etc.

E certification, customer evaluation, customer use feedback, etc.

Here is a very conceptual thing, because the pure from the point of view of Taobao to explain the law is limited (direct condemnation is too difficult), so we should abstract to understand, the tacit understanding is the core.

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Optimization Details page We might as well use this method to think about the optimization of detail pages.

Here, I'll give you some details about the details page.

Here borrow help a friend to do an article class frame design, and then by his art implementation, the overall is quite good, the picture on his.

1. Don't let the customer be disgusted with your page, let the customer generate interest is the key

Seize the customer's eyeball is a core problem, why your product page skip so much, because your things do not seize the customer's eyeball, the page is not enough to arouse his interest. Even, there are many things on your page that directly cause the customer's aversion, for example, in order to attract attention to the moving map, various related sales, colorful decorations and so on are possible.

It is not difficult to attract customers, such as clothing, whether you have a particularly eye-catching beauty map, or is there a particularly attractive copy, or, your page style is in line with the customer taste (don't think to grasp all the customers, you really can catch only some of the customers, for good their taste is good).

The red one is his detail page originally did the first picture, and then suggested that he was made into a tall one, for you, whether immediately into a product of the mood?

2. Exactly what touched the customer to buy

A lot of people ask me, Product Details page optimization how to do. In fact, this can not be generalized, for example, there is a computer monitor sellers come up to say I this Product Details page should be how to optimize. In fact, we should be aware that this brand-name products in fact on the page has not much difference in publicity, the main reason for customers to buy, may be because of their own recognition of the brand, it may be because the product sales high enough, or good enough, or after-sales service is good, there are various factors.

For example, the shooting of still life, not professionals often do not understand such products, but you think and others do the same details page, how to optimize to better improve the transformation, in the end, found little effect.

This is the detail page I mentioned in Series 5, not just a description of the details, you need to look at the page in a comprehensive way. The main factors affecting customer purchase, of course, I said here, the customer does not understand the product, often consider the highest sales, good reviews, even if the details of the page to do a very general, so can you understand?

3. What customers want is a product change, not your product.

Everyone will say, this must be to tap the product selling point. Deep digging, fine digging is the key.

In fact, we can see from two aspects, on the one hand, deep digging fine digging indeed, many sellers are the product of the selling point is dug very thoroughly, no can dig very like that, this can enhance product competitiveness, so that customers know more about your products.

On the other hand, we have to think of customers to buy products, in fact, for the change, how to change the customer is the most concerned about. It's like a piece of clothing that says a lot. A dress, what style it is, how it can be put on. You give him to do the sale of melon sales, let him look forward to the future in the end how beautiful.

This is the change that comes with mosquito nets.

4. The pain point must be dug in place

Now sales have a way is to dig customer pain point, I have seen a customer dug out pain points are based on product attributes of pain points, such as poor product quality, or size is not enough, or the problem of high cost performance. (This is about mosquito nets.)

This pain point is not enough in place, in fact, we can imagine, I do not buy this thing is not there is such a problem, or that such a pain point of digging to the customer has brought questions, such as cheaper, bigger, better quality?

Therefore, the pain point in place is the key, and what kind of pain point is called in place, is called real pain?

This is the case.

If I put this pain point into 2 aspects, the first one, in the summer you are not often get to sleep bad sleep? Second, whether you are bitten by a variety of mosquitoes after the itching, redness and so on problems feel creepy. Such pain points can be close to customers, the first to make us often headaches, mosquitoes in the ear buzzing call, the second is to bite the trouble after. From this we can also extend, for example, after being bitten to cause serious scab and so on (for girls). Think about the pain that can make you feel like you are feeling the discomfort of a mosquito that is too noisy to sleep or bite.

Is this pain point more reminiscent of yourself?

Or do you need this kind of design material and the pain point is more attractive to you?

5. Product is the foundation, the foundation must be in place

It says so much, many are based on products. For products of their own things should be how to make, say simple, high-end atmospheric grade, low-key luxury has connotations. This thing in fact everyone will have, such as product technology, product materials, product performance. This is to bring the most intuitive understanding of customers, what is called intuitive! Product features to be clear, do not beat around the bush, how to look good how to do, the so-called visual, is in the product itself, the performance of the product itself, is the most important factor in customer purchase. Other aspects of the product are only contributing to the transformation of your products, or to the customer to buy your product confidence in another safeguard.

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Many people say that the details of the page to optimize, or not sell, the internal strength must be done well, otherwise the flow is not used.

I personally think that the details page production generally divided into 3 stages

The first phase, homogenization

This stage is very good to understand, is that others have something I want to have, other details page can have 70~80 points, that my details page as long as you can do 60 points is enough, this time the details of the page, the main thing is to let the product of the normal information to inform customers, so that customers can recognize your products can be, do not ask for the best, but not bad, Is the goal of this phase.

Many sellers just product shelves soon, no sales did not evaluate anything, want to optimize the details of a good page, think that the need for more details page can bring high conversion. In fact, it is not so, so, what is the details page, what is the product details we still have to separate. Details are only part of the details, he brought is to give customers the most direct product perception, and the details of the Evaluation section of the page is to the customer word-of-mouth feelings, and then a sales collection, and so on, these are the key factors affecting customer purchase.

Can you say that 1000 sales and 10,000 sales of the product conversion rate is the same (all other things are the same) believe that the customer is willing to choose 10,000, because most of the Chinese people on this habit, everyone said I do not need to think that this thing is not good.

In fact, there is a contradiction here, is when a good detail page appears in your shop, other products are a mess and the home page is also, that customer will think about this problem. So, the whole shop matching is one of the most critical problem, you 20~30 the price of a piece of money to do a variety of high-end atmospheric grade details page, that can match it? Just good-looking, but people won't believe you. This design match is your own shop matching, but also your product and price and positioning matching, as well as the customer's heart itself a matching standard.

The second stage, personalized

Strictly speaking, part of the optimization, when you have my time has accumulated to a certain amount of time (enough traffic, enough deal) at this time you need to focus on data analysis, you need to refine understanding, affecting customer purchase of the main factors, we can through data imitation to study the main reasons for customer churn, To dig from the loss of customers, they choose other products, others have what the advantages, then we go to integrate, to rethink the allocation, others have things to remember, others do not have something we have to dig deep.

But for now all sellers are very attentively digging, so make personalized or difficult, generally more simple method is visual personalization, copy everyone basically similar.

The third stage, the soul

This generally small sellers can not reach, the big sellers are not much, involving too many hidden things. Need to accumulate for a long time, cultural accumulation. Many people will shout to do brand what, but in fact, the so-called brand is lack of other people's homogeneous things, lack of personalized things, and even said that even their own brand soul things do not know what.

So this stage basically most sellers do not need to consider, not too much reference value, we look at the good. I also put forward to my humble opinion.

Three stages. In fact, the more simple point is that we first do a good 60 points, hurriedly sold, after all, the electric business industry is a dispute for more than a second of the industry, and then we do 70 points 80 points, as for 90 points to think about it, it is not easy to achieve. You do not understand the words to imagine, test 60 points is not difficult to improve to 70 80 is not difficult, but you want to increase from 90 to 95 when it becomes more and more difficult, pyramid mode more and more difficult, so have this energy than to break through other places.

As for the others, we welcome you to take more bricks ~~~~~~~~~~

Personal humble opinion, everybody pats!!