E-commerce detail page conversion skills worth 50,000

When the user reaches the details page, there is more than a 50% chance that he will purchase. Because before that, he had completed a series of steps including "search", "click", and "browse the main picture".

Therefore, the details page is more like the finishing touch, and is the key to determining whether an order can be finally completed, just like the last ten steps of a 100-meter sprint.

However, these last 10 steps are also where users have the most psychological activities and are most likely to get confused. If he takes 0.01 seconds to click on the main picture, he may spend ten seconds on the details page. If it is a girl, this time may be even longer.

• "Can I use this thing? When can I use it after I buy it?"
• “Are its effects/functions real? Is it a scam?”
• "I already have two at home, should I buy another one?"
• "Which one is better now, or the one I just saw?"
• "These things seem to be similar, which one should I choose?"
• …

How should we deal with the last 50% so that users can let down their guard, put aside their doubts, and buy with confidence?

I have summarized some methods to improve the conversion rate of detail pages, and here I will share the first two with you.

1. Home screen of details page

1. First screen - the golden display position

The length of the details page is usually 10-15 pictures, and it is impossible for users to remember all of this content.

But which screen does our attention focus on and our impression of it most profoundly? The answer is the first screen.

Commodity Analysis - Commodity Thermometer

Of course, users browse products of different categories at different depths. But the first screen is the most important position, there is no dispute about this.

2. More than 80% of the first screens are unqualified

Let’s take a look at what the first screen of most products looks like?

What may happen is that after browsing your details page, users only vaguely remember the content of your first screen, while what you want them to remember is: creating thousands of possibilities for life, thousands of roads, and multiple nourishments.

In this case, the details page is equivalent to being in vain.

The purpose of the first screen is to make users remember us firmly. How strong is it? Even if he wants to continue browsing other products and closes the link to our product, he will still be thinking about the content on our first screen.

Imagine if you have had this experience when you were shopping: you were already looking at other products, but you were still thinking about a product that impressed you, or a sentence in a copy that touched you, and finally you returned to that product and clicked to buy it.

Our goal is to achieve this effect.

3. First screen - set a memorable point

On the first screen of the details page, we need to set something that users can remember.

It can be a special function, such as:

Remember: Swipe the bus card

It can be a visual expression of the product effect, such as:

Memorable point: Firewood rice

Memory point: Neck wrinkle eraser

It can also be a difference in the appearance of the product, such as:

Memorable point: Seven bars

Memory point: small light bulb

It can be the group of people the product is suitable for, such as:

Memorable point: Oily skin mother

We may not remember the “innovative tear-off 3D neck mold technology”, but we remember the “neck wrinkle eraser”;

You may not remember "radiant radiance, whitening and beautifying skin", but you will remember "little light bulb";

You may not remember the “5-layer composite energy-gathering liner”, but you will remember the “firewood rice”.

Set a unique memory point for your product in the prime position of the first screen of the details page so that users will never forget you.

2. Dilemma in the Scene

1. Purpose of the scene

At the beginning, we analyzed that when users browse the detail page, they will experience a series of psychological struggles, including: "Can I use this thing? When will I use it after I buy it?"

Some products are not essential needs, and it is better to buy them, but it is also okay not to buy them.

The scenario part is to tell users: You must buy this thing, you can’t live without it!

2. What kind of scenarios are invalid?

Many of the scenes we see do not achieve the above goals. For example, a certain brand of disposable towels and bath towels lists four usage scenarios: travel, business trips, home, and hotels.

Why is this scene description invalid?

On the one hand, I know these scenes even if you don’t tell me. Users already know that disposable towels can be used when traveling, on business trips, at home, and in hotels, otherwise they would not search for them. There is little point in repeating something that users already know.

On the other hand, if the scene is used well, it can arouse the user's emotions of pain, happiness, or expectation, greatly increasing the desire to buy.

It is indeed a luxury to expect humans to remain rational forever. ——The Wandering Earth

Clearly, those emotions are not being mobilized here.

Here is another example of rain boots:

This scene is obviously better than the previous one, telling us that it can be used when it rains to protect your shoes from getting wet.

But is it okay not to buy it? It seems like it’s okay. Try not to go out on rainy days, or change into a pair of old shoes, or wear slippers when going out. You don’t necessarily have to buy rain boot covers, there are many other solutions.

Therefore, this scenario has not yet reached the level of "I must buy this thing, I can't live without it!"

3. Put in a difficult position

Why do some scenes feel meaningless when they are written, but some scenes make you want to buy it immediately after watching them?

An effective scenario should be to put the user in a dilemma, and the product is the only solution.

Users will unconsciously bring themselves into the scene, their emotions being drawn in and they will feel pain and entanglement until they place an order to purchase. Then the painful emotions will disappear, and what follows is the pleasure of having the problem solved. Maybe this is why many people can't help but buy a lot of things they don't need.

For example, another disposable towel scene:

It sets the scene at a hotel. If you use disposable towels in a hotel, you may face the following situations: they have been used to clean toilets, have been used by many people, and have a lot of bacteria on them. This successfully arouses users' anger and concern, forcing them to buy disposable towels.

For example, a pair of men's underwear:

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Originally, it does not have an advantage in terms of lightness and breathability, and its price is relatively high, but it is particularly good at choosing scenes, putting men in a dating scene, and hinting that you might make a fool of yourself if you don't buy it, making people feel that they have to buy it.

Conclusion

There are relatively more product descriptions in the details page, and there are many ways to optimize the details page. Today I will share with you the first screen memory points and the dilemmas in the scene. We will slowly expand on the others later.

Because the details page consists of more than a dozen screens, if the conversion rate is not high, we don’t know which part of the description is inadequate. Therefore, you can only find out the affected points one by one, and then optimize them using the method you think is most appropriate. Doing well in one area may only improve the score by 0.1 points, but 18 points added together can greatly improve the overall performance of your details page and put you at a greater distance from your peers.

Author: Jinggege Marketing

Source: Operator