Taobao operation: How to improve the conversion rate of Taobao details page

As Double Eleven is approaching, merchants are also worrying about this grand festival. Sellers with good sales want to use this opportunity to move to a higher level, while those with poor sales hope to make a comeback. In fact, Double Eleven is an unprecedentedly grand festival for e-commerce people, and how to do a good job in Double Eleven marketing is also crucial. Dripping water wears away a stone; persistence is the key; a three-foot-thick ice does not form overnight; and so on. The key to operating on Taobao is persistence. For novice sellers, if you don’t know how to operate a store effectively, then we can optimize it from the store product details page.

As Double Eleven is approaching, merchants are also worrying about this grand festival. Sellers with good sales want to use this opportunity to move to a higher level, while those with poor sales hope to make a comeback. In fact, Double Eleven is an unprecedentedly grand festival for e-commerce people, and how to do a good job in Double Eleven marketing is also crucial. Dripping water wears away a stone; persistence is the key; a three-foot-thick ice does not form overnight; and so on. The key to operating on Taobao is persistence. For novice sellers, if you don’t know how to operate a store effectively, then we can optimize it from the store product details page.

Taobao details page optimization needs to consider the following points:

1. When operating a store, you must be able to think from other people’s perspective.

A good product details page needs to take into account the needs of buyers and make the details page what buyers want to see. Therefore, you need to think from the perspective of others and impress customers through details.

2. Operations must fully understand the target population and conduct market research.

Before designing a details page, do market research to understand buyers’ needs. The specific target customers are the elderly, children, white-collar workers or students, etc. Develop design styles for different groups of people. Analyze the buyer population to analyze the buyer's spending power, consumption preferences, and issues that the buyer cares about when purchasing. Through industry surveys, you can also effectively avoid the same items.

1. Conduct market research through data:

Market research methods can clearly reveal all the buyers' preferences, spending power, region and many other data through the Alibaba Index. Learning to use this data is very helpful in optimizing the details page. You can also explore data-based business methods for you through Business Advisor.

2. Understand the issues that buyers care about most through product reviews:

You can look for it in the product reviews, where you can understand what the buyer’s needs are, what problems they encountered after purchasing, and so on. Through market research and evaluation analysis, we can make product positioning more accurate and express the advantages that the product should express. A good product details page is one that caters to the buyer's preferences.

3. Operation: Set up partitions on the details page.

1. Basic description area:

The product’s taste, nutrition, etc. are introduced in the picture above. The basic description area is mainly used to introduce the product's selling points and some basic information. It can display products, introduce Taobao products’ selling points, express delivery instructions, purchase instructions, return and exchange instructions, contact information, after-sales service, product parameters, product quotations, size-related information, color classification, measurement methods, model displays, details display, shopping process, payment methods, etc.

The content of this area requires us to make the photos and product descriptions as eye-catching as possible and to accurately summarize the selling points. The descriptive text can be tailored according to the consumer group, and can be lively, warm, avant-garde, etc. Different text descriptions can be tailored according to the product.

2. Demonstrate strength and strengthen the trust zone:

By providing some photos proving the scale of the company or some certificates of strength, etc., you can enhance the store's brand and professionalism, making buyers feel more confident in purchasing and increasing the credibility of your products. Usually this area can display: effect display, design manuscripts, brand stories, about us, product knowledge, company honors, identification methods, washing suggestions, usage methods, maintenance methods, authorization certificates, quality inspection certificates, user reviews, etc. This part of the content is relatively fixed and can be used for a long time after it is completed.

3. Promoting consumption areas:

The main purpose is to provide buyers with more product choices, increase purchase quantity and increase average order value. As shown in Figure 9, the activity is associated with sales. Or hot-selling recommendations, related products, matching packages, matching packages, new product recommendations, positive reviews, etc.

To promote consumption areas, you can set up some Taobao-related sales in the usual detail pages and launch hot-selling products or packages. It is also a good way to increase customer spending and create a festive atmosphere during large-scale events. Therefore, we can flexibly layout this module and change different contents according to different needs.

4. Choice of color.

Usually the color and style of the product details page should be consistent with the overall style of the homepage, which will help strengthen the buyer's impression of the store.

Color is also a part we should pay attention to. For example, female target customers prefer pink and macaron-colored detail pages. Male target customers prefer cooler and more single colors, such as gray, black, silver, blue and other colors. Therefore, we need to customize the unique colors of the details page according to the consumer group.

By analyzing and positioning, you can better design a detail page that impresses buyers, thereby promoting the transaction rate. If a buyer clicks on the product link because of the good-looking main picture, it can be said that it started with "appearance." Then because of the good product details page, buying a product can be said to finally get "quality".

Through the above analysis, we know that the store details page is very important in Taobao operations. For novice sellers, the key to Taobao store operations is perseverance. What is more important is the analysis of the store and the judgment and optimization of store details.

Author: Xuanming Network

Source: Xuanming Network