[Case Study] A large number of e-commerce information flow advertising “magic picture” design skills are shared!

Praying to God for pictures and increasing the click rate is undoubtedly the ultimate dream of all advertising optimizers . Shentu can be used for reuse in different channels and different resource locations, and can quickly increase the volume.

Case 1: Vipshop, a discount e-commerce platform

Tip 1: Avoid the counterproductive effects of deliberate design and put resources into the circle of friends of female users

Before optimization, it was a pure banner design with a strong sense of design. After optimization, all designs were simply abandoned, and two grids were separated by a curve in the middle, with only two hot-selling models. It had a stronger sense of originality and the click-through rate increased from 1% to 2%.

Flexible and varied combinations, close to life scenes, and materials with a strong sense of life are far better than single exquisite model photos, and native materials have better effects.

Low conversion women's clothing circle of friends material:

High conversion women's clothing circle of friends case:

Tip 2: Tailor your products to your customers and personalize your product selection and color matching to improve conversions

Place advertisements in the Moments of Post-95s:

The advertising materials targeting those born after 1995 focus more on embodying “vitality”. Before optimization, the colors were too dull, the front and back were the same, the flat display was too monotonous, and the demand for inner wear was not as high as that for outer wear. After optimization, the product selection was adjusted, the color was youthful, and the staggered layout made the picture more vibrant and lively, and the click-through rate increased significantly.

Targeting 80/90 female users:

For female users born in the 80s and 90s, the best choice of pictures is to choose short skirts, long skirts, dresses, pants, and a combination of dark and light colors. For price-sensitive users, adding obvious price signs can help improve conversion rates .

Target young men’s wear users:

For young men's clothing users, product selection focuses more on practicality, and the overall color matching of clothing materials changes according to the climate. In summer, bright colors are selected, while in winter, warm gray tones are basically used. Although they were all white shirts with knitwear before the optimization, the overall clothing style was old-fashioned and not suitable for young people of this age group. And add a comparison of prices before and after to reflect the "value for money" of the product.

Target female household users:

For female home users, the purple series is the best choice, which just proves the saying "every girl has a princess dream". Although the screen was pink before optimization, users’ hands moved too fast when browsing the space dynamics. If the price tag was not eye-catching enough, it would not catch the eye within one second. The optimized overall color scheme is more harmonious and unified, and the overall tone is purple, which adds a dreamy color and enhances user appeal.

Case 2: Comprehensive e-commerce platform Suning.com

Before promotion , we conducted an in-depth investigation of the characteristics and needs of the client’s target user group as follows:

【User characteristics】60% male, 40% female

【 Product Analysis 】 Comprehensive online shopping platform, selling a wide range of categories

【Preference items for different age groups】

Post-95s: snacks, digital products, decorations, books, bags

Post-80s: clothing, home furnishings, home appliances, computers, cleaning products

Post-90s: clothing, cosmetics, mobile phones, bedding, stationery,

Post-75s: shampoo, maternal and infant products, fresh food, travel products

In order to improve the conversion rate, the above different types of items are launched for different age groups. In order to improve the conversion rate, the following tips are used in combination:

Tip 1: Creating the illusion of non-advertising

By enhancing the native nature of the materials, users’ aversion to advertising can be reduced.

1. Self-shooting and selection of down-to-earth shooting scenes

For example, for the same mobile phone, there can be multiple layouts and types, and you can use appgrowing to query more advertising materials, such as searching for the keyword "mobile phone" to view the design drawings of advertising materials related to mobile phones.

1. Reduce the blank background and add life scenes to make the picture more imaginative

1. Uniformity of color and placement of items
2. In terms of media attributes, the effect of a multi-grid puzzle is better than a simple banner-style complex brand design.
3. Advertising slogans that are in line with human nature

For example: Recommended by friends and besties → Seeking empathy and herd mentality

The use of keywords such as “money”, “free” and “gift” → the user’s mentality of taking advantage

The use of factors such as beauty, thinness, and weight loss → women's desire for beauty

Tip 2: Choose product images with tones that match user interests to increase conversions

Place ads in female users’ Moments

【Conclusion of product selection test】

Women: clothing, shoes and hats, bedding, maternal and child products (strollers, baby clothes, milk powder and toys), kitchen and bathroom appliances, furniture and home furnishings, shoes, boots and bags, etc.

【Design performance】

1. Choose a feminine color, pink or purple is preferred

2. The product selection is outstanding, has unique characteristics, and is a best-seller

3. The price should be clear and recognizable, but not too high

Place ads on male users’ Moments

[Conclusion of product selection test] Men: kitchen and bathroom appliances, men's clothing, shoes, bags, home furnishings, razors, mobile phones, digital products, etc.

Tip 3: Adjust the layout of a single product to keep it fresh

Take mobile phones as an example. There are limited styles. You can refresh the user's perception by changing the color tone, different mobile phone colors and advertising layouts.

The author of this article @ App Growing compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games