A set of external data reports says this: 79% of customers will not buy products without detailed descriptions and pictures. So what information about the baby do customers pay attention to?

Product description guidance logic: information → time → trust → transaction.

The summary is: give customers all the information they want in exchange for in-depth browsing time, so that they will trust our products, and the transaction will be completed naturally, thereby increasing the conversion rate.

Part 1: Workflow for making product descriptions

1. Material collection

1. Typesetting method

2. Available materials

3. Style and color reference

4. Related copywriting

2. Selling point and demand mining process

1. Information acquisition: product database , brand product training, competitive product analysis, competitor customer service Q&A.

2. Summary of customer needs (What are you most concerned about when buying this product?)

The team brainstorms + the information already obtained to make a list of needs, based on the importance of the needs Sort.

3. Product selling point summary (see below)

Product selling point ranking summary based on customer demand priority. List first, then sort.

3. Visual Realization

1. Product photo shooting plan. How to shoot, props, and what angle to shoot all need to be based on the plan to show the baby's selling points, so you must have a detailed shooting plan before shooting.

2. Basic display angles for product picture shooting: basic pictures, physical comparison (optional), shooting details based on product selling points, usage methods, interactive and story-telling renderings or reality shows.

3. Standardized process for art communication

Provide product links - provide product pictures - provide reference links - product description layout frame design - overall style (main color) description or Reference - copywriting (prominent points in the copywriting) - reference material drawings - face-to-face communication - constant communication - modifications - cutting the drawings and putting them online.

4. Information transmission effect and data monitoring

1. What is the deepest impression after reading the description of the baby?

2. Will you buy it? How much will it cost? Will you buy?

3. Check the ideas conveyed to buyers on the entire page: (Have you done all of these? This product is very cost-effective, this product has a good reputation, this product is what I need, Obtain some professional product knowledge, purchasing methods, and brand impressions

4. Pay attention to product indicators: page conversion rate, page visit time, page bounce rate and other data, and related sales effects

If there is no change in these data after modifying the product description, it means that you are not doing well enough, or the product is priced too high. If you think the price is reasonable, then your product description does not highlight your product compared to others. The reason why the seller sells it so expensively

Part 2: Key points of product description

1. List of key points (in no particular order)

1. Product Basic information and attributes - what is it?

First investigate what are the basic aspects that customers need to know about this product? Describe the basic information of the product from the perspective of customer needs. Warm reminders can be added to some categories. Highlight the brand logo and deepen the brand impression. It is best to have a unified display and layout of basic product information and attributes, so that customers who have formed browsing habits can quickly and easily find the information they want to know.

The display should meet: 1. Customers have needs and want to know this. 2. Reflect the high-end or scarcity of the product.

For example: food: a brief description of the origin or manufacturer of the product, although the customer may not actually know it. It’s better to go to the place of origin or manufacturer, but at least it will give customers a sincere feeling.

2. Product characteristics - why buy it? Why not buy other people’s products and buy us.

Two perspectives: from the perspective of customer needs (how good is it if you buy it, what are the losses if you don’t buy it), product features and advantages (why buy ours).

Comparison of competing products: The selling point summary also includes a comparison of your own products with other sellers’ products, which will deepen customers’ favor for our products.

Pictures and texts: Descriptions with pictures and texts are more acceptable to customers. On each picture, a text description is provided. Of course, the pictures also need to be beautiful pictures. Good-looking pictures make customers more interested. Go read the text on the picture.

3. Picture display - what does it look like?

Show all the details that can be displayed on the product packaging and appearance. For example, food: product packaging details, it is best to highlight the product's QS logo, production date and ingredient list. The same is true for other industries, such as clothing hangtags, packaging boxes, etc.

4. Reputation, commitment and guarantee - see what those who have bought it say, you can’t go wrong buying ours

Eliminate objections + build trust.

Eliminate objections: customer reviews, chat records, trial reports, Taobao sharing.

Certificates (quality inspection certificates, etc.)

Star effect and big-name comparison. Due to the star effect, it just so happens that the image spokesperson of California Almonds is Gao Yuanyuan. She is the spokesperson for the product rather than the brand. So we also found the California Almond Merchants Association through Weibo and got permission to use Gao Yuanyuan’s picture. Of course, this is not for everyone. Sellers’ products can all be endorsed by celebrities, but if they are available, be sure to use them. For example, there are many people selling clothing.

For example, cosmetics: the ingredients are the same as those of big brands, the functions and combinations are the same, and the product is cost-effective

It also needs: "0" risk commitment, hidden rules exposure, frequently asked questions,

Build trust:

Third-party reports (magazines, newspapers, etc.)

Photos of physical stores

Relevant guarantees (7-day no-reason returns, Genuine products from the mall, etc.)

It can also include: staff and store owner shows, detailed shots or behind-the-scenes shots, counter inspections, professional knowledge, packaging and after-sales.

5. Matching sales - what else can you buy?

The matching recommendations here must comply with: 1. Display with a certain theme 2. Really meet customer needs 3. Give Give customers reasons to buy.

For example: Cosmetics: "Recommended daily skin care combination to develop perfect skin"

Plan 1: Cooling oil control and oxygenating plan in summer:

Step1— — Pore Refreshing Cleanser

Step2 — Moisturizing and Refining Water

Step3 — Hyaluronic Acid Essence

Step4 — Dual Repair Brightening Blue Skin Gel

Step5 - Four Green Acne Cleansing and Whitening Mask

Plan 2: Ultra-fast Whitening and Oxygenating Plan:

Step1 - Deep Whitening Cleanser

Step2 - Pomegranate Water

Step3 - Hyaluronic Acid Essence

Step4 - Dual Repair Brightening Blue Gel

Step5——Whitening, detoxifying and oxygen-soothing mask

Plan 3: Ultimate repair and anti-aging plan:

Step1——Deep whitening cleanser

Step2—— Silk Triple Snow Muscle Essence

Step3——DNA Repair Essence

Step4——Revitalizing and Brightening Eye Repair Eye Gel

Step5——Double Repair Brightening Blue Color Gel

Step5 - Skin Brightening Cream

6. Emotional injection, stories and life scenes - buy it. Buy it, buy it. . .

a. Emotional injection: Add personification related to the baby or beautiful text in the picture. For example, we launched an event in Taojianghu to let fans say a word through the name of our product. Words, such as "Xinghao is with you", can also improve customer stickiness

b. Story:

c. Life scene: Sense of substitution - through the characters and babies in the picture With the integration of products, customers will think of their own life scenes, which seems to tell them, I need this product.

d. Frequently Asked Questions - I will tell you what you are worried about, just buy it quickly: convenience, guidance, publicity, hints.

e. Usage methods, professional knowledge, fashion trends - I know you have decided to buy it, and you will want it after buying it. . ——Interaction to enhance professional impression

For example: daily life tips, skin care tips, etc. For example, why should we get rid of acne? Do you also suffer from keratosis pilaris? From the side, it emphasizes the necessity or urgency of the buyer to buy this product, and indirectly implies to the buyer what losses you will have if you don't buy it

f. Navigation and shopping convenience content - tell you what you should do How to buy it? Buy it quickly. Don’t leave yet after you finish buying it. Including: after-sales service and logistics, collection, return to homepage, customer service center, product category navigation.

Humanized product page browsing navigation, we have provided detailed information in the product description, but not every customer is willing to read it from beginning to end. Through navigation, customers can make their own choices. View the information you want to see and save customers' time. Thereby increasing the viewability.

g.SNS - let others buy it. Guide to the shopkeeper and say, become a fan, QQ is booming.

2. Operation sequencing

Idea: Information → Time → Trust → Transaction

Foolish understanding:

1. Basic product information and attributes (what is it?)

2. Product characteristics (why buy? Why not buy other people’s products and buy ours)

3. Picture display (what does it look like?)

4. Reputation, commitment and guarantee (look at what those who have bought it say, you won’t go wrong buying ours)

5. Matching sales (what else can you buy?)

6. Emotional injection, stories and life scenes (you buy it. Buy it, buy it...)

7. Frequently Asked Questions (I will tell you if you have any worries, just buy it quickly. )

8. How to use, professional knowledge, fashion trends (I know you have decided to buy it, and you will want to after buying it...)

9. Navigation and shopping convenience Sexual content (tell you what to buy, hurry up and buy it, don’t leave yet)

10. SNS (let others buy it too)

New product: Show emotional identification with information 1 2 3 7, the following order can be randomized according to specific circumstances.

Hot product: word-of-mouth related sales 4 5 8

Can be unified content: 7 9

Can be unified display format: 1 4 5 7

Part 3: Things to note

1. The theme is prominent and runs through the entire copy: (The biggest selling point of the product, let customers think of this product or our brand when they think of XXX).

2. The requirements are clearly detailed to facilitate communication between artists.

3. Try to cover as many points as possible in the product.

4. Brand elements run through the baby’s description to strengthen the impression.

5. The overall page style should be unified and consistent with the overall store, brand style and positioning.

6. Also pay attention to the page opening time. Usually the waiting time for customers to browse the webpage cannot exceed 7 seconds. If your product page has not opened within 7 seconds, it is likely that the customer will directly close the webpage, so It is required that the picture of the product description should not be too large. Cut the large picture into small pictures as much as possible before uploading.

7. The product description should mainly focus on the customer's heart and the brain as a supplement. Do not give the customer too much time for rational thinking. After reading the product description, let the customer interact with the pictures and text in our product description. Produces *whispers.

This article is full of useful information. The author has made a comprehensive analysis based on personal experience. It is definitely a must-have guide for beginners. If you think it's good, please share it with your friends. The article mentioned many times about refining product selling points. How to refine product selling points may be a bit unclear.