Sharing experience in designing high-conversion e-commerce detail pages!

This article will talk about conversion. Let’s talk about the key page for product revenue conversion - the e-commerce details page .

The major e-commerce sellers are huge in size. There are tens of millions of sellers on Taobao alone, with a wide user base. Therefore, there are many design methods for e-commerce detail pages, and the analysis angles are different. This article is my recent practical thoughts on e-commerce detail pages, which may provide a different perspective. The theme is: "Eliminating doubts", that is, eliminating users' doubts during the ordering process.

I often shop at e-commerce sites, but I find that many e-commerce detail pages cannot solve my problems. Although sellers may explain the information they think is important very accurately and objectively, for users, the information they get is not necessarily clear or what they need, such as the presentation of size, display of product effects, problems in different usage scenarios (not necessarily the product itself), and how to make me believe that the details are objective.

Let me explain them one by one.

I purchased a desk lamp online before. I was quite satisfied with its design and functions, but there was a problem that stopped me from placing an order, as shown in the picture below.

Because this desk lamp cannot adjust the brightness of the light, a question arises: should I buy a 5-watt or 7-watt bulb? 7-watt is of course brighter than 5-watt, but does brighter mean suitable?

It’s not enough to just buy bright light bulbs. Desk lamps need to have suitable brightness and not damage the eyes. Comfortable lighting is best. Also, will the 5-watt model be a bit dim? If I read a book with small text, will I not be able to see it clearly? This is a problem I face.

This kind of expression problem exists in many product descriptions. Sellers seem to be accustomed to expressing it with precise data units, such as: 4m, 20cm, 100ml, 2l, 3kg, 50g, etc.

Previously, Tencent News published a news headline: Woman slashed people in the street with a 40-meter-long knife. I didn’t really feel anything when I saw it at the time, I just thought the size seemed a bit problematic, until I saw the two pictures below, then I was really shocked.

We are not sensitive to measurement units. How much does 1.2 kg weigh? How long is 1.2m? So, let alone understanding the brightness of a 5-watt or 7-watt bulb, since this way of expression is problematic, what is the correct expression?

Build usage scenarios and establish references

For example, the desk lamp can be used in the following scenarios: reading, computer use, and bedside use, and detailed descriptions can be provided with photos taken for each. Describe the comfort of using the product in various scenarios under 5-watt and 7-watt bulbs, and let users make choices based on the usage of 5-watt and 7-watt bulbs in various scenarios, instead of asking users to understand the two numbers 5-watt and 7-watt, and then look up information to decide which one to choose.

For example, if you want to buy a 500ml water cup, is this cup big or small? What is the best way? The point is not that my water cup is 500ml, but to take out common reference objects, such as a Coke can or a mineral water bottle. By taking a comparison photo of the water cup and the Coke can together, we can know approximately how much 500ml is. We generally have an idea of ​​the size of a Coke can, and only with a reference can we have an intuitive sense of its capacity.

In order to show that a portable power bank is small and portable, the following illustration is generally used to mark the dimensions of the power bank in detail.

Unfortunately, you can't appreciate the portability from this picture. What is the correct way to do it? As shown in the picture below, use other common mobile phones as references to compare sizes. Of course, you can also use a photo of a power bank in your trouser pocket for demonstration.

For example, sometimes you may feel that the headphone cable is too short and want to buy a longer one. Then the question is, how long is appropriate? Is 1.2 meters long or short? The data of 1.2 meters is very accurate, but many people have no idea how long this 1.2 meters is. How can we understand it well? With the actual shooting of usage scenarios, we generally use headphones in two situations, indoors and outdoors.

Outdoor use. We use a kid of medium height (e.g. male: 173cm, female: 160cm) as a reference, put the phone with earphones in the trouser pocket, and shoot various scenes such as standing, hiking, public transportation, running, cycling, etc. We can roughly know whether the length of the earphones is enough.

For indoor use. Generally, there are two situations: the difference between laptops and desktops. Notebooks are often placed on a table, so the length of the cord is usually sufficient. The desktop host is often under the table, so the headphone cable may not be long enough. By taking a picture of the scene, the user can see the length at a glance.

Therefore, when it comes to measurement issues, we are vague about the data, which will directly affect ordering. Using scenario building and comparison references to reflect product specifications can reduce user ambiguity and eliminate doubts, which can directly address the user's understanding of the measurement.

I saw a picture online before. The seller wanted to highlight the good effect of double eyelid tape, so he used the one shown below.

I thought it was quite funny when I saw it for the first time. Who the hell would stick to something like that? It’s so scary! But when I think about it carefully, I am amazed at the seller's insight. After buying double eyelid stickers, isn't the most important thing that it looks real? This picture shows that, the 3D effect is great.

When describing a product, we like to use fancy words and exquisite pictures to show how high-end the product is. Let’s take headphones as an example, such as the following description: Excellent in sound, proud in shape. After watching it, I only had one feeling: What the hell is this. Can you tell what’s good about this headset from the advertising slogan and design?

So how to express it correctly? Graphics and text presentation features. For example, for 3D surround sound of headphones, you can pair it with pictures like the following.

Add text description: Wearing these headphones is like being in a large concert. You can distinguish the cello on the right, the flute in the middle, and the piano at the back.

With such pictures and descriptions, do you have a more accurate understanding of stereo surround sound and know what is good about this headset?

Here’s a quick question. If you buy breathable shoes, how would you demonstrate the breathability of the shoes?

The picture below almost saved the entire breathable shoe industry. There are only two clouds on the shoes, but they vividly reflect the breathability of the shoes, and the product highlights are clear at a glance.

For example, I saw a sticky hook. In order to show the firmness of the hook, the picture was like this.

I almost laughed out loud when I saw it for the first time. No matter how clever your mouth is, how eloquent your words are, and how much you can say about sticky hooks, it is far from as realistic as the pictures above.

Another example is a jacket. One of the evaluation indicators of a jacket is its waterproofness. How to reflect it? Just add a picture of water drops on the fabric.

If so, it is beyond expectations.

For product features, we should find a more intuitive and visual way of expression, whether it is graphics or text, so that users can understand the product features at a glance. Compared with fancy pictures and gorgeous words, the expression of content is more important than the form. We are not doing literary and artistic work.

If you compare the previous two questions, you will find that I am talking about the same question, that is: whether to think from the user's perspective. When we express our products with precise measurements and fancy words, have we ever considered the user's understanding?

Continue to extend your thinking. Now let's expand our thinking from the user's perspective to the design planning of the entire details page to understand the user's concerns. At this time, you will have new discoveries. Let's continue.

When we introduce our products, we usually talk about the product features: one, two, three, four, five, listing several major points in an orderly and clear logic. But this habit is not necessarily right.

What's the problem?

Not thinking from the user's perspective.

When I buy a product, in addition to considering the major features of the product, I also need to consider all aspects of the user's product usage scenarios and personal needs. For example, I like the chair below very much, but I have never thought about buying it home. Why?

It’s too big to fit at home.

If an ordinary seller is asked to design the details page of a chair, he might do the following: explain the ergonomic design of the chair, the wood, fabric, and quality materials used, and then add a few high-end usage photos (as shown below) and detailed photos, and you're done.

What users buy is not a product, but the complete service experience brought by the product. All issues that can be considered during the purchase and use of a product will affect the user's purchase.

That is to say, when we describe the product, we should think about what the user wants from the perspective of the entire purchasing and usage scenario. Just like the chair above, if in addition to the product feature description, the seller can provide a very intuitive size display, and use pictures and texts to tell the user how to put it in a small space at home, what placement techniques are there, and eliminate the user's doubts about use, then placing an order will be a natural result.

Take shoes as an example. Many shoe details will be displayed on the shoe’s design, style, comfort, and craftsmanship, but there is a lack of consideration of user usage. For example, have you ever specifically talked about shoe solutions for people with smelly feet? Is there any solution for hallux valgus? Has anyone ever talked about the solution to shoes rubbing your feet? Have you ever talked about the color difference of fabrics? These problems are very common during the user's purchasing process. Although they are not necessarily product problems, they will affect users' orders.

When I was browsing Taobao, I saw the desk lamp below. It was very cheap and had a very high sales volume. However, apart from the lighting and design issues of the desk lamp itself, I had a concern: it was too cheap!

Cheap means I will worry about the materials used. The lampshade is made of cloth. Is the quality of the cloth reliable? Will it be easily torn? The base is made of wood. Is the wood plywood? Is the manufacturing process very poor? Will it easily cut your hands?

This is a user's instinctive reaction when seeing a low-priced product. He will question the product quality, so on the product details page, you need to provide a detailed description of the materials of the lampshade and base to make the user feel that it is not necessary to reduce the material used for the product at a low price, thus dispelling the user's doubts.

The purpose of the product details page is not to explain the product itself, but to encourage users to place orders. Starting from the user's perspective, we analyze the user's thinking path and solve a series of problems before the user places an order, not just product problems.

Earlier, we talked about starting from the user's perspective, making the product's metrics and features more intuitive, and making the presentation of product details more in line with user expectations. Here is a small issue to supplement the previous content.

Since the previous content is expressed in the first person, describing the product from the seller’s own perspective of his or her understanding of the user, it is easy for the user to have doubts, namely: Are the above descriptions reliable? After all, you are just talking about yourself, not Wang Po selling melons.

Are there any statements in the mall that are not from the seller’s first person perspective?

Yes, comments.

So, at this point, you may understand what I want to say, which is to guide users who have already consumed content to evaluate based on the content they want to see.

I have bought a lot of things online, and many sellers will guide users to write good reviews by offering rebates for reviews. Guiding users to write good reviews is of course a good practice, but it is not perfect. The perfect practice is to guide users on how to write good reviews.

For example, if the previous description of the portable power bank still cannot convince users that it is portable, then if some comments in your comment area evaluate the product from the perspective of portability, it will prompt skeptical users to believe that the power bank is portable.

Another example is the 3D surround sound effect of the headphones mentioned above. If a user wrote in the comments: "I was watching a movie with headphones on, and I heard the sound of a door opening behind me. I instinctively turned my head to look at the door behind me. I thought someone was coming and I was scared to death!" It only takes minutes for users to place an order.

Browsing reviews is an important step before placing an order. In this step, if you can guide users who have already purchased your product to help you review your product from a third-party perspective, and resolve their concerns based on their concerns, the number of orders will definitely be considerable.

The design of the details page is not just about the detailed description, but an overall strategy to promote users' orders.

Start from the user's perspective and fully think about the user's ordering process and concerns. Yes, start from the user's perspective.

Author: What's the Fruit?

Source: Fruit has what (gozeno01)