1. Your eyesight must be good.
Pictures are very important for e-commerce. Taobao transactions are conducted through the Internet. Pictures are customers' first impressions of your products. People are all visual animals, so we need to package products through the first picture. For example, for food, appearance is very important. The following figure 1 shows the real cooking state of sweet potato. Although simple and true, designing according to the third and fourth pictures will make users more appetizing and want to click.
2. Pay attention to user needs
The purpose of the main picture is to attract users to click, so when designing the first picture, we should start from the customer's point of view, what problems the customer is most concerned about and which selling point of the product is most concerned about, and then present it in the form of pictures. No matter how good the product is, it must also prove competitive.
How do you know what users are most concerned about? According to your crowd positioning and product positioning, look at your top competitors in sales and see what their users are most concerned about. You can look at two pieces, one is the user's evaluation, and the other is the module to ask everyone.
It's stupid, but the most effective way is to extract high-frequency words from users' praise and bad reviews, record them in excel tables, and then arrange them in descending order. High-frequency words are what users are most concerned about.
3. Around the title core attribute words
When users search for baby through the core attribute words in the title, there is no selling point in the resulting picture, which wastes the search weight in vain. For example, when "mini bag" is the core attribute word, 1 picture does not highlight the mini element, and clicking and transforming can be imagined. The best way is to improve the click rate through the cooperation of the title main picture after the baby is updated, and improve the conversion through the scene and strengthening the selling point on the details page.
4. Differentiation strategy
The difference of the main picture can be basically divided into the color difference of the background picture, product size, camera distance, product placement difference, model difference and so on.
When users search for keywords, there will be a lot of treasures. How to stand out from the crowd needs to be special and conspicuous.
Take the mobile phone film as an example. The selling points of each picture below are different. In addition to the discount, the 1 image is strong against blue, the second image is three times stronger without breaking the edge, the third image is anti-blue, and the fourth image is covered with anti-blue full screen. Also against blue light, the first one is purple light differentiation, which is a differentiation strategy.
innovate
Putting innovation at the last point is mainly because creativity is hard to find in advertisements. When an idea turns into an explosion, the effect can only reach one tenth of the first one.
These two shoes were very creative last summer, and the click rate of the main picture of the shoes below reached 20%-30%.
The main page view of this kind of shoe has reached 309W W W.
Finally, the main map is designed, so how to judge whether this main map is successful or not?
There are two ways:
1. See the main picture for business personnel. Effect-business personnel-goods-single product analysis
2. Take the through train to the map and compare the click-through rate of the main map and the click-through rate of the industry.