How to operate Tmall [Billion Club] merchant page?

After graduation, the author was assigned to the e-commerce department, and from then on began his life as an e-commerce dog stationed in a "dark" office opposite Alibaba's Xixi Park (the carpet was so gray, the ceiling was so low, and the population density in the Internet cafe was so high...) Those who have been involved in e-commerce know that selling products online is largely about selling pictures, and shelf-based e-commerce is even worse.

No matter it is a large factory or a small workshop, Tmall brand marketing or Taobao promotion and selling style, 80% of the content is carried out through pictures, and it is essential to fight with materials every day. When the author just joined Alibaba, Luban AI intelligent "chicken shooter" had not yet been commercialized. As a GSKA merchant, the rhythm of changing materials every three days and the demand for dozens of fragmented resource positions forced the department's artists to become image generation tools .

The introduction is a bit long. In short, as an operator , you need to be foresighted about your own material needs. This foresight should be definite rather than a vague feeling. You may say that professionals should do professional things, but of course not! Not to mention that your graphic designer is not as professional as Tmall UED , considering the time cost of you and the graphic designer arguing over a simple requirement, you should be more careful!

Key points for material production

Visuals - background, element layout

1. Layout with picture on the left and text on the right or text on the left and picture on the right;

If you pay close attention, you will find that the focus images on the main interfaces of mainstream e-commerce platforms are almost always products and texts arranged on the left and right. Such designs by large companies are definitely supported by data. The left-right layout conforms to the rules of visual movement. The visual browsing path of the human eye is Z-shaped, a widened version from the title to the illustration and then to the subtitle.

Of course, the main venue is a different matter. If you pay a little attention, you will find that the product copy is presented in the center of the Tmall Double 11 main venue, which is generous and formal, highlighting the core "status" of the main venue. The sub-venues are arranged on the left and right, so that the primary and secondary relationships of the venues can be distinguished in the minds of users. I think Tmall has been doing a good job in this regard. I often feel lost when walking around the JD venue, don’t you think? Haha.

2. The background atmosphere of the event is impactful;

Consumers like the good deals that events bring, as well as the happy experience of benefiting from shopping at events. In addition to the atmosphere, the event materials must also clearly reflect the theme of the event, especially large-scale events with strong user minds, such as 618, Black Friday, Super Brand Day, etc. The theme of the event at this time is a high conversion rate, and it is even more stimulating than XX directly to XX (large-scale events have a wide audience, and precise users of non-XX products may not have the desire to click when seeing the latter, but when seeing the former, they will think that I just have a wave of long-accumulated desires to release, and it would be stupid not to GO at this time).

3. Single product background adapts to product positioning;

This can be determined based on the positioning of their own products and brands. The design specifications for standard products and non-standard products are also different. For example, mobile phones, as a symbol of technology, should be cool, stylish and high-end. The corresponding element layout should also be clear and neat, and the fonts should use the relatively grand, orthodox Fang Zheng Quasi-Circular Simplified Chinese and Monotype Super Black.

If it is clothing, especially a Taobao internet celebrity store, it must be as personalized as possible. Imagine the bright lights and fantasy jumping diamond exhibition materials of a Taobao internet celebrity store and the calm and sexy banner style of a JD women's clothing venue. Which one do you want to click on more? Anyway, every time I see new diamond exhibition materials on LIN, I can't help but make a pit.

4. Avoid the mainstream tones of the period;

For example, the New Year Goods Festival is very popular among the whole nation. At this time, if you use the same warm yellow color with a warmer atmosphere, and then add some elements that symbolize New Year goods, it will not only set off the festive atmosphere, but also stand out among the many flames.

These visual aspects include fonts, font sizes, backgrounds, visual elements, layouts, and style definitions. Since I am a straight woman majoring in engineering and not an expert, I will not talk about them here.

Benefits

1. Clearly distinguish between the primary and the secondary, highlighting the points that consumers are most interested in;

For example, in the mobile phone industry, it is natural that the products are new, in stock, and selling like hot cakes (you are so awesome, I will definitely not suffer a loss or be cheated by buying from you), and today only (this applies to the entire industry, and the corresponding consumer psychology is the principle of loss avoidance. Even if I am as smart as I know that the price may drop later, what if it doesn’t?). The focus picture attracts browsing users, and the trigger point is very important.

2. The copy should not exceed three lines, less is more;

The three lines here are mainly for focus pictures, banners, opening screens and other resource scenarios where users stay for 3 to 5 seconds. They are simple and powerful. Concise means less, and powerful means highlighting. You know what I mean.

3. The benefits include quantifiable content, and the numbers are highlighted in colors;

The brain remembers numbers faster than words. I won’t go into details about human memory and thinking. Just do more comparisons and tests on your own.

4. There is an action button, which can be used with copywriting to trigger clicks;

I'm dazzled by the flowers and I'm so lazy. Could you please give me some guidance? Seriously, data analysis A/B test shows that the click -through rate of ads with action buttons is about 30% higher than that without action buttons.

commodity

1. Highlight the product. The size and texture of the product should be controlled to catch people's attention;

There should not be too many products, and it is best to have individual products as the core. The visual center of gravity should be in the middle and of appropriate size. If you must put 2-3 products, you can create a sense of depth and distance. Of course, the venue header is excluded. The main theme of the venue is a gathering place for good things and huge discounts, which is another matter~

Having said so much, let’s look at something more graphic >>

Case

Material Analysis 1

Users who click on the focus image have the potential demand to buy a mobile phone but are not in a hurry and only stay in the "browsing" behavior. The first step in the material production strategy is to attract consumers' attention with the background, the texture of the product arouses the desire to learn more, the copy matches the needs , the action button creates a sense of urgency , and finally forms a trigger. In addition, the background, copy and products should be harmoniously matched to highlight the key points. Avoid piling up interest points and letting the background overshadow the main focus.

Comments : The following two materials have done a good job

Material Analysis 2

Background : For the materials during the Xiaomi Super Product period, the click-through rate of personalized delivery of Figure 2 was lower than the normal level in the mobile phone industry. Later, the materials in the focus picture resource position of the Super Product on the same day were replaced with Figure 1, and the final exposure click-through rate doubled, which is a relatively good level in the mobile phone industry.

Comments :

Both pictures have attractive backgrounds and good product texture.

• Figure 1 highlights the availability and price, the two most prominent benefits of Mi 6. But there are too many selling points, so you only need to put the brightest and newest core selling point to attract potential customers.
• The background in Figure 2 has a more technological feel, but the focus of the copy is not prominent enough. The redundant copy drowns out the focus and does not meet the needs of consumers. After all, you want to attract not only people in the computer circle but also a large number of potential customers.

Material Analysis 3

Comments:

The images have a sense of design, especially the mirrored phone in the first picture, which is novel and special, like a breath of fresh air, different from the extravagant life of Taobao. The three lines of copywriting are clearly prioritized, and the core interest points are highlighted to attract attention (such as bulk purchase and first release ), accurately matching consumers' demand for new mobile phones.

Optimization suggestions :

Figure 2: Adding an action button can enhance consumers’ sense of urgency

Material Analysis 4

Comments:

The background and products are both textured, in line with the technological attributes of the mobile phone, and the copywriting is rich and eye-catching.

Optimization suggestions:

• Pay attention to the environment (referring to the text safety area and the small dots under the focus image, which allow you to play in this regular environment) - the text at the bottom is blocked by the small white dots when changing frames;
• In Figure 1, “New product release” and “Highest direct discount of 400>” are too small as the second priority copy;
• Figure 2 The text needs to be further simplified, with a maximum of three lines of text + an action button, and the text should be enlarged

On the one hand, writing these is to force myself to do more summary and analysis, and on the other hand, it is an outlet. Later, I will find some in-depth incisions from the trivialities of event operations , or peek into the platform gameplay from the perspective of merchants. There is no limit, let's grow together~

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

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