The "first impression" of a good product display is a stepping stone to increase exposure and conversion rate, which can be supported by both promotions and daily sales. Good brand effect and beautiful detail display often allow merchants to find another way to achieve sales increase in the price war, and then feed back to the stickiness of fans to enhance the brand effect. Among lazada's many products, the effect of the food category detail page is more directly affecting the transaction, and this issue of the Intelligence Bureau article is taught according to the "food" of the material, taking the food category as an example to show the details of the operation that are worth paying attention to in the listing of the goods. At the end of the article, there are also frequently asked questions and answers from food category merchants and the hot food sales trend after Lazada's birthday promotion, don't miss it
The main image is the first impression after the search is completed, which directly determines the consumer's desire to click, and the merchant needs to pay special attention. Ensure the uniform style of the product display page, and add the brand logo to each picture to cultivate consumer concepts. In the beautification of the main picture of the product, the following points should also be noted:
#01
Key features
Display the main functions of the product, show the outer packaging situation, food specifications and food details in detail, and can be displayed in multiple dimensions in the form of videos, cutting into the functional characteristics that consumers are most concerned about.
#02
Product advantages
Different from the advantages of the same category of goods, while adding such as multiple pieces of multi-fold, free shipping and other preferential activities information, promotional play, to help consumers shorten the decision-making time.
#03
Usage scenarios
The use of figurative goods, product functions, effect display effects such as: portable breakfast, healthy consumption coffee, afternoon tea collocation. You can also summarize the QA with the highest attention to the same type of product, organize it into the local language and display it in the product map.
#04
package
Guide consumers to slide into The Realm or detail page for further conversion. Key information such as the display of different SKUs, logistics information or screenshots of praise, and screenshots of social media popularity can be displayed in the main image
Finding target customers quickly and accurately is the primary target for organic traffic. Improve the relevance of keywords and products, accurately find core consumers through core long-tail words, and at the same time, it is also recommended to add relevant keywords before the title during the promotion period to efficiently improve product display. The following points should also be noted in the optimization of product titles:
#01
language
For cross-border merchants, the title is recommended to adapt to local conditions and match different languages according to different countries. Thailand uses Thai, the Philippines recommends English, and Malaysia and Singapore sites can be set up with "English + Chinese" titles because of the large number of Chinese.
#02
specification
In terms of food categories, product specifications can also be part of the scene display. For example, lightweight snacks can allow consumers to capture information more quickly through words such as "small gram" and "individual packaging". Words such as "family wear" and "three-person consumption" are also more likely to stimulate the purchase demand of consumers who pursue cost-effectiveness. At the same time, merchants also need to actually make products when setting up key descriptors to ensure that the title words are available and authentic.
#03
order
Usually arranged in the formula of "brand + trade name + hot search word / selling word + specification", if it involves multilingual sites, the local language is preferred. Relevant hot search terms can be obtained from channels such as past intelligence bureau articles and Google Trend traffic statistics tools in the official account.
After the main image and title are optimized, after the product exposure is improved, it is necessary to convert through the detail page. Merchants need to export content from the consumer's point of view. In addition to the necessary information display, pay attention to reducing the cost of consumer reading, layering key information, reducing the layout of non-essential information, and adapting to local language habits and vocabulary. The following points should also be noted in the optimization of product detail pages:
#01
Continue the main image to read the information
Because the main image can display limited information, the detail page undertakes more information display. Product ingredient list, detail map, product highlights, screenshots of praise / screenshots of social media popularity, product endorsement / certificate, after-sales service and logistics guarantee and other information can be displayed on the detail page. Products that need to add after-sales review feedback or feed listing needs can also display the relevant rebate content here.
#02
Unified vision
Avoid the "broken section" detail page, and unify the overall design style of the detail page content, including the base color, elements and so on. Ensure the quality of the uploaded images and the language suitable for consumers to read, and enhance the impression of fans on the brand.
Past review: auto and motorcycle parts products ushered in the outbreak, and the trend of hot selling products in the peak season was released