E-commerce operations: 6 tips to teach you how to make e-commerce materials!

Although website material production is a very basic job, the quality of its design is actually linked to the click-through rate of the website, which will also affect the traffic and conversion of the store.

Website material production is a very important and basic task whether on e-commerce platforms such as Tmall, JD.com, Vipshop or Pinduoduo. Its click-through rate is directly related to the traffic and conversion of the store, and sometimes there is even a difference of 1 to 3 times.

Xing Ye once optimized the homepage material of a big promotion, increasing its click-through rate by more than 3 times and attracting millions of UVs. The following is to share with you the usual working methods and processes.

Generally speaking, creative materials are also an inevitable part for newcomers in e-commerce marketing and operations. So how do you brainstorm creative advertising materials? How to communicate with designers elegantly? How to increase the click-through rate of materials and keep the traffic of activity pages stable at a high level?

We can start from the following six parts:

The first move: "Know yourself and know your enemy, and you will never be defeated" Let's talk about the materials

Several types of materials that are frequently dealt with, estimation of the number of materials needed, and the general process of advertising material production.

1. Generally speaking, the materials of e-commerce apps can be divided into the following categories:

1) Banner: The most common type, usually located at the top of the homepage, with moderate traffic-generating ability.

2) Curtain: A strategic resource, similar to a startup screen, usually equipped with interactive games, capable of designing GIF effects, and strong traffic-generating capabilities. However, it is not as stable as a banner, and the click effects of different materials vary greatly.

3) Floating: general user interaction, hanging on the homepage or store, driving traffic to SNS, and is an unconventional resource.

4) Full column: It is usually placed on the homepage. It is an important strategic resource with high and stable traffic, and is a battleground for strategists.

1. The general process of creating advertising materials

There are five stages in the production of advertising materials, including the stage of confirming needs, the stage of creative materials, the stage of design communication, the stage of modification confirmation, and the stage of delivery monitoring.

The second trick: "Apply in advance and report when needed" How to submit design requirements

Before the big promotion, take stock of the relevant resources and sort out the materials, and first make sure that someone is there to meet your design needs.

Generally speaking, every company has its own design team or outsourced team. The more formal ones will have a dedicated system to manage design requirements. Then we only need to submit relevant demand applications on the system on time; if not, we need to lock the schedule through Excel, email, etc., and assign someone to help you design. This part varies from person to person, so I won't go into too much detail.

Another thing to note is that design resources are generally in short supply and need to be applied for in advance. If you have a temporary need to add them, it often requires advance reporting and approval, which is relatively troublesome, so it is very important to plan ahead.

The third trick: "Use the power of others to achieve your goal, and make the requirements clear" to write a design requirements document

Brainstorm creative materials and write design documents.

1. Brainstorm creative materials

1) Step 1: Invite everyone to brainstorm at a meeting

Specify the meeting time, meeting place, invitees, and meeting location;

Write down the brainstorming topic, activity background, and reference materials;

Remember to book the meeting room one day in advance.

2) Step 2: Organize a brainstorming session

Briefly introduce the brainstorming topic, background and rules;

Give everyone 5 to 15 minutes to think about ideas and solidify their thoughts;

Express your opinions and record them, remember not to criticize other people's ideas;

Allow for discussion and refinement during the idea generation process;

Focus on the advertising copy, creative image, style, etc. of the material;

Vote on many ideas.

3) Step 3: Organize creative email output

Organize the ideas from the brainstorming session;

Email output;

Thanks, buddy.

4) Step 4: Write a design requirements document

Go to the next step and select satisfactory ideas;

Create a document.

1. Write a design document

Design documents are the most important tool for communicating with designers. They must be as clear, accurate, and correct as possible, and include the following six elements:

1. Material copywriting;
2. Screen description;
3. Image references;
4. Type format;
5. K value limit;
6. Special specifications.

In practice, we also found that many newcomers do not pay attention to using documents to communicate when raising requirements with designers, and only speak orally, which can easily lead to information asymmetry and unclear requirements, resulting in dissatisfaction with the final product, or even unclear arguments. Therefore, no matter whether it is as big as product design or as small as design materials, we must develop the habit of clearly defining requirements and outputting them in a standardized manner .

Tip 4: "Use softness to overcome hardness and encourage more" Tips for communication with designers

Early communication to clarify requirements in advance; mid-term communication to provide feedback on modifications; follow-up communication to confirm material quality.

1. Let’s first talk about what behaviors are likely to disgust designers?

1) Waste of time:

After creating a group, the requirements are not prepared or the feedback is not timely, which wastes the designer's time.

2) Unclear demand:

The requirements were not clear at the beginning, and modifications were repeatedly requested and reworked over and over again.

3) Too unprofessional:

The revisions are ambiguous, unrealistic, or unreasonable.

4) Disrespect for others:

He has a bad attitude, speaks in an imperative tone, and has no respect for designers.

1. Some useful tips when communicating with designers

1) Don’t be stingy with your praise:

Say "thank you", "thank you for your hard work", "great", and encourage her professionally.

2) After a good start, it will be easy:

If the design document is written clearly, accurately and correctly at the beginning, many problems can be avoided. It is best to communicate complex requirements by phone at the beginning.

3) Provide timely feedback on revisions:

When the designer gives you the first draft, try to give feedback on the revisions at one time, and in the shortest possible time. If you need to give it to the leader, please do it as soon as possible, and try not to leave any gaps.

4) Early warning if there is a risk:

If you need to modify the material repeatedly due to objective reasons, it is best to inform the designer of the risks in advance so that they can be mentally prepared. It is best to point the conflict to a third party.

5) Keep the bottom line and strictly control:

The quality of the materials must be strictly controlled. The attitude can be good, but the bottom line cannot be lost. If the materials produced by the CP obviously do not meet expectations, it is necessary to clearly point out what is wrong and order modifications.

6) Learn about the species of designer lions:

Generally, I will talk to the designer in the morning or late afternoon to discuss my needs, leaving enough time for the designer to come up with ideas and create. If there are any problems, we can discuss and communicate together instead of nitpicking.

Tip 5: "Keep a backup plan for emergencies" What to do after the material is completed

Remember to get the psd, which you will use frequently; check the material size, K value and link; monitor the material data in real time and make timely adjustments.

Don’t forget the following four steps after the material is completed:

1) Audit confirmation

First, be satisfied with yourself;

Then the leaer reviews it, and the boss reviews important materials;

Finally, it needs to be reviewed by the operation advertising review group;

After the event ends, settle the order in the system.

2) Original image

Remember to go to PSD! ! !

Because we often encounter unexpected situations, such as changing interest points, fine-tuning sizes, K values, etc.

3) Check submission

Remember to check and verify the material after it is completed;

Check the classification and naming of main copy, interest points, size, K value, links, etc.

Check carefully and send the email to the students in charge of resource allocation.

4) Monitoring data

Learn to observe the material traffic data in time, i.e. PV and UV;

Arrange material delivery based on the drainage effect;

Principle: Put the better ones in front, use the better ones more often, and replace them if there is a trend of attenuation.

The sixth trick: "Improve your aesthetics and accumulate more experience" I still want to chat a little more

Examples of excellent material case analysis, summarizing experience from past materials, material production is also project management.

Working with a good designer can solve most of your problems including material production, data monitoring, and experience summary - accumulating experience for the next time.

Following up on material production is also a form of project management.

Visit Huaban more often, look at more friendly companies, and look at more WQ materials. It is best to look at them in conjunction with data.

Source: Xingye said