On the skill of increasing the through-train clicks from the designer's point of view

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Taobao through the promotion is a lot of large and medium sellers attach great importance to a tool, in the guarantee of baby title, promotion title, attribute relevance, category, gold parking is to achieve the ultimate, to improve the quality of points, reduce the number of clicks, the image of the click rate is undoubtedly the most important. Taobao small two countless times in the open curriculum has emphasized the "Click for the King" concept, the level of clicks also determines whether the buyer prefers this product, therefore, as the designer's first job is to design a variety of exquisite pictures, after continuous testing, to find a higher click rate of the picture.

Take the following two pictures for example, we have to analyze the next through-train picture Click to improve the need to do what details and attention to the place.

The first picture uses two promotional titles, the content of which is the same, but the title is different. No matter from which title, the click Rate is 0.25%, 0.18%, are below the industry average click-through. The industry of chiffon shirts is basically around 0.68%, so it is necessary to make a through-train promotion so low. Because the quality is not high, the bid is bound to be high, even if the conversion rate is not bad, but the cost of promotion will be very high. The two pictures after the meeting analysis, resulting in a low rate of the main reasons there are several aspects: 1, seconds to kill this keyword has been used, for the old buyers will not have a very strong desire to click, 2, the picture of poor appearance, does not look very clear;

Look at the second picture:

The first promotion headline hits 0.59% and the second one is 0.75%. Although the picture content is the same, but because the second promotion of the title set 20 percent package mail this word, for consumers is still more lethal. The second picture compared to the first picture, the number of clicks will be higher than that, there are several reasons: 1, 20 percent this selling point is more eye-catching, so that consumers can focus on the visual eye on the above, and then a look is the mail, is about to end, if the style of a bit like the natural will click in to browse; 2 , by order of arrangement, the 5 colors are well displayed, if consumers see the yellow chiffon shirts do not like, but see the right there are pink, blue, leopard and light-colored can choose, will increase the desire to click and buy; So, 0.75% of clicks are also more than the average hits in the industry, A lot of traffic is not small keyword bid in 1 yuan or so can be ranked home, and even get the top 4 gold parking spaces. The following picture can be a good illustration of this problem:

Chiffon cardigan only need to bid 0.98 yuan, you can get 113 clicks, hits reached 1.62%, chiffon cardigan seven-cent sleeve, cardigan sweater chiffon shirt hits also in more than 1%, the promotion of the conversion rate to achieve the input-output ratio of 1:1.5 or so.

In addition, there are a few details that need to be noted to increase the through train Ctr:

1, the picture of the best use of exterior location. Now consumers want to see is the mood map, that is, the scene map, when she saw such a picture, you will believe that they wear the feeling of walking outside, the click rate naturally increased. If there is no location map, the background must be compared with the model picture, highlighting the style of the effect;

2, the picture of selling points as far as possible to extract the most lethal point, too many words will be the attention of consumers dispersed;

3, the picture can show the color of many styles, when the choice is strong, through the above method is the most effective. If only in the picture to write: 5 color optional, the consumer's senses are not so strong perception;

4, the promotion of the title of the setting also has the skill. Day Cat Store Promotion title is 20 words, the first line is 12, 13 words, c shop is 15 words, in order to give consumption better reading feelings, the first line of words and the second line of words as far as possible staggered, so that its separate paragraph, the effect will be better. And the text of the order is also very important, such as 20 percent packets in front of the first, consumers see this is the text, and put in the middle or behind not easy to be concerned about, the click rate is naturally higher than the latter.

5, there is no best picture, only better pictures. The increase in picture clicks is through the conclusion of the constant test, the designers themselves imagine that the picture of the higher click Rate is not scientific, consumer demand is the most intuitive and effective, therefore, after many tests, retain a relatively good click rate of the picture to improve quality points, lower bids, To improve the input-output ratio of the through train to help the store to achieve greater development space.

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