Top Merchant Growth Program Product Description. Lazada University Nov 2016

Transcription

1 Top Merchant Growth Program Product Description Lazada University Nov 2016

2 Agenda 1 Objective of product description 2 Product description Common Mistakes 4 An Impactful and Effective Product Description 3 Optimization and adjustments 2

3 1 Objective of Product Description 1. Convince customers to buy Acts like a sales person 2. Customer know more about product Acts as a user manual 3. Enhance positive impression Represents image and reputation 3

4 2 Product Description Common Mistakes Conflicting Colors Too Many Words Common Mistakes Messy Layout Irrelevant Material 4

5 Matching Color Example 1 Product Text 5

6 Matching Color Example 2 Banner Product - Text 6

7 Matching Color Taobao Examples 7

8 Matching Color PowerPoint Color Scheme Color scheme in PowerPoint 3 Select the color theme 1 Design > Variant > Click on drop down button 2 Click on colors 8

9 3 Product Description - Optimization and Adjustments Where to start? Text in graphic format What s the framework of product description? How to arrange description modules? 9

10 Optimization and Adjustments Text in Graphic Format Use text in graphic format for expression as much as possible Text should not cover/ outshine the product display Text should complement the artistic concept Text should be strategically arranged to bring out primary and secondary layers of content Primary Secondary 10

11 Product Description Text Images Guideline Size No limitations for height of image. Always check the selling page to see if the image dimension is appropriate from customers perspective Check both laptop and Apps Resolution Clear Easy to read Professionally displaying product details 11

12 Optimization and Adjustments Framework Information should be in Product Description Product Classification: color, details, features, unique selling proposition, packaging, matching style, effect Seller s Capabilities: brand, reputation, market qualifications, sales performance, production, warehousing Creating Buying Desire: touching unique selling proposition, touching purchasing emotions, seller s rating, promotions Transaction information: Payments, returns, warranty Promotional information: best selling, free items, promotional items 12

13 Optimization and Adjustments Modules Description Modules Breakdown of description framework into modules. Identify how many are available for your use. 13

14 Product Description Module Category 1 Module Category 1: Creating Buying Desire Promotion Atmosphere Match the promotion theme or related activities to increase conversion rate Image of Unique Selling Proposition Make a series of advertising image based on the unique selling proposition Image of product information Integrate the product information into image such that the description is reader friendly and it helps to shorten page length Product display Decide on a reasonable layout for product details image and packaging image 14

15 Product Description Module Category 2 Module 2: Ensure Product Quality Quality Certification Showcase certifications obtained by third-party organizations Product Design Highlights Display detailed design highlights, including its features Raw Material Display Put in detailed information in the materials used in the product Target Customers Understand and describe your customer profile, then select relevant information which appeals to your customers to optimize readability 15

16 Product Description Module Category 3 Module Category 3: Additional Push User Instruction Summarize the various methods of use for your product Brand Strength Touch on the strength of your brand through history, awards, accreditations, etc. Purchasing related information Anticipate and answer questions which are frequently asked by customers to dismiss customers concerns, increase confidence in the product and improve conversion efficiency. 16

17 Module Arrangement Basic Pattern Product Main Image Product Details Image Product Information in Graphic text Service: Return and Warranty Other information customers should know 17

18 Module Arrangement Common Mistakes The longer the product description, the better it is? If customers are not completely attracted to your product description, do not blindly pursue long product description. If expressions can be completely made in one or two pages, keeping them short and forceful would be more appropriate. Have to use up all the modules taught? Whether these modules should be fully implemented depends on whether the product requires such modules to achieve a more impactful product description 18

19 4 Impactful and Effective Product Description Arrange Module Based on Customers Behavior Take advantage of emotional elements 19

20 Arrange Module Based On Customer Behavior Based On Customers Shopping and Conversion Behavior Marketing Selling point display Promotional display Others Rational Emotional Design concept Emotional communication Emotional Shop Strength Shop service introduction Awards and accreditations Reviews and ratings Rational 20

21 Product Description Emotional Touch Ease of changing diapers One of the main concern is that diapers are hard to change. This gives customers the added confidence in the usability of the product Comfortable child, happy parents Dad are usually less proficient in changing diapers. This picture brings out the ease of changing diapers again and shows that dad can do the same job too. More time for things that matter This phase once again brings out the short time needed to change the diapers. More importantly, it gives the personal touch to customers, understanding that spending quality time with their newborn child is parents priority. Customers trust that sellers understand needs to parents 21

22 Product Description Emotional Touch No more Worries! Encourage the customers to scroll down and find solution Highlighting the concerns of customers Customers struggle 22

23 Product Description Emotional Touch Address the problems faced by customers Additional concerns by customers for this industry of products Safety!! Side Effects 23

24 Product Description Emotional Touch FAQ reduces the doubts of customers in your product, increasing the understanding of confidence in you as a seller. Therefore Higher Conversion Rate 24

25 Thank you For more information and resources, please refer to Lazada University