As an important part of the operation process of e-commerce companies, commodity master map design is not only the most concerned by businesses, but also an important factor to obtain high click through rate. What kind of master map is a good design? This paper analyzes one by one from the visual level.
Main drawing status
At present, the main pictures on major e-commerce websites are dazzling and rich in information, and the content basically covers: Commodity map, price, various interest points, and several function points. The picture is very full. In this way, the homogenization is very serious, the commodities can not jump out, and the users can not see important information. At this time, we may have to seek a point of differentiation, So what kind of commodity master plan design is a good design and can better sell goods?
Among the many main maps, we summarize that the main map types are divided into five categories: pure white base map, pure miscellaneous base map, selling point map, marketing map and belt map.
Belt diagram analysis
This time, we will focus on the belt design that we pay more attention to
Linglong research: according to the experience of previous CTR projects, the content structure of the belt chart includes:
- What to sell is what to sell. At this time, the choice of goods is particularly important. It gives users the first intuitive feeling, including white background, miscellaneous background and design atmosphere scene;
- Main promotion information, that is, the selection of belt content, including price, interest points, service guarantee, etc;
- Auxiliary information, that is, other secondary information of commodities, including function point information, secondary interest points, strong interest points, service guarantee, etc.
Step1: what to sell - selection of product pictures
From the visual level, should commodity pictures be white background, miscellaneous background or design scene atmosphere? Let's look at the differences between the three backgrounds:
- White background map: it is biased towards the texture of the commodity itself. When in use, the commodity map needs high definition and can clearly reflect the appearance of the commodity;
- Miscellaneous base map: it is biased towards the actual purpose of the goods, so that the goods can be integrated into the scene, so that users can intuitively feel the purpose of the goods;
- Design scene atmosphere map: when there are few commodity maps on hand and it is difficult to show the purpose of the commodity, the design atmosphere map can be used to highlight the intuitive feeling of the commodity.
At this time, due to the differences of industries and different categories, the background will have different choices according to different categories:
- Computer digital: pay more attention to the brand and sense of quality of goods. At this time, the commodity map should highlight the texture, high definition and recognizability of appearance, so it is more appropriate to use white base map;
- Household appliances: pay more attention to the actual use of goods, such as gas stove, air conditioner, etc. because they are used in the scene of life, it is more appropriate to use the miscellaneous base map with the scene or design the scene atmosphere;
- Beauty care: for example, high-end skin care products pay more attention to the sense of quality of goods. At this time, it is more appropriate to use white background map. Of course, some skin care products want to highlight the function or purpose of goods. At this time, the miscellaneous background map or design scene atmosphere of the scene is more appropriate;
- Mothers, parents and children: pay more attention to the quality of softness, comfort, nature and safety. At this time, it is more appropriate to use the miscellaneous base map with the scene or design the scene atmosphere; wait
Of course, there are also some requirements of the platform. Some commodity maps must use white base map. At this time, it is also necessary to ensure the texture, HD and recognizability of commodities.
Step 2: main promotion information - selection of belt information
You don't need too much information on the belt. You can focus on the price and interest points. Of course, there are some particularity of categories, and the prominent promotion contents will be different.
- Snacks: when doing activities, there is no promotion for a single commodity. Generally, all commodities participate in the activities, so it is more appropriate to display the information of full reduction of coupons on the belt;
- Home decoration and household appliances: when large commodities are used, users pay attention to whether there is service guarantee and other information such as warranty, door-to-door delivery and free installation;
- Beauty and skin care products: users pay more attention to the promotion news of individual products, such as gifts.
Step 3: auxiliary information - selection of other secondary information
We suggest that the secondary information of auxiliary selling points should not exceed 4, focusing on the main content you want to express. You don't need to put any information on the map, otherwise users don't know what to see.
The above analogy: a business needs to mainly promote a heater commodity to drain the store
Background: we let users feel the function point of heating in the scene according to the commodity characteristics, so we chose the picture as the design atmosphere scene to design the main picture of this commodity.
Content: highlight the price and interest points on the belt, let the user know the focus of the main map at a glance, and then add several function points to assist this product.
Of course, in order to achieve the purpose of promotion, there will also be some secondary interest points, gifts, strong interest points, etc. at this time, it is recommended to keep the content on the same side according to the user's habits. In addition, when there are strong interest points, diagonal layout can be done to highlight this interest point.
The above is the visual analysis of the main map of the belt, from what to sell - the selection of commodity map to key promotion information - the selection of belt information, and then to auxiliary information - the selection of other information. It focuses on promotion information and plays a price war to attract users' clicks. So what is the way to attract users' attention instead of promoting time? How to highlight their own goods? We will make further analysis later.
At the same time, how can we achieve more concrete design comparison? Linglong will also have some AB tests and schemes. Please look forward to ~
Of course, each platform and business unit has its own master drawing requirements and specifications. This article mainly gives you some design analysis and suggestions visually. You should still design on the premise of complying with the platform specifications. If there are some standards and specifications for subsequent business units, we will also synchronize them in Linglong.
Welcome to the "jellydesign" applet:
