PRODUCT CONTENT IMPROVEMENT 1/11/2017

Transcription

1 PRODUCT CONTENT IMPROVEMENT 1/11/2017

2 Objective of Products Description Convince customers to buy Your product description acts like a sales person, since theycannot touch and see the product directly Customers know your products It also acts as a user manual, so that they know how it works and how they could use it Enhance positive impression Product description also represents the image and reputation of your shop; showing seller's professionalism. 2

3 Example of Superstar Product Description Promotion banner to attract customers. Informative product description for effective SEO. More product information throughimage. You can add customer review, benefit of your products, etc. 3

4 Part 1 Information in Product Description I. Text Guideline in Product Description II. Adding Promotional Image in Product Description Part 2 Arrange the Composition of your Product Description I. Creating Buying Desire II. Ensure Product Quality III. Additional Push Part 3 Emotional Touch in Product Description I. Example of Superstar Product Description 4

5 Part 1 Information in Product Description I. Text Guideline in Product Description II. Adding Promotional Image in Product Description 5

6 Information in Product Description INFORMATION 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. 6

7 Information in Product Description THE LONGER 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. 7

8 Information in Product Description Adding Promotional Image in Product Description START 8

9 Information in Product Description 1. USE MATCHING COLOR To make your product description looks more interesting, choose the color of your promotional image carefully. You can start with analyzing the color of your product packaging or brand. Your Text Color Your Text Color Your Text Color 9

10 Information in Product Description 2. CLEAR SIZE AND RESOLUTION Maximum width is 800 pixels due to limitation of space in Lazada website Always check the selling page to see if the image dimension is appropriate from customers perspective Save in big resolution & make it easy to read Check the result in both website & apps 10

11 Part 2 Arrange the Composition of your Product Description I. Creating Buying Desire II. Ensure Product Quality III. Additional Push 11

12 Arrange the Composition of your Product Description Promotion Atmosphere Match the promotion theme or related activities to increase conversionrate 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 packagingimage 12

13 Arrange the Composition of your Product Description 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 theproduct Target Customers Understand and describe your customer profile, then select relevant informationwhich appeals to your customers to optimize readability 13

14 Arrange the Composition of your Product Description 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 conversionefficiency. 14

15 Part 3 Emotional Touch in Product Description I. Creating Buying Desire II. Ensure Product Quality III. Additional Push 15

16 Emotional Touch in Product Description Find The Stories Around You Use storytelling to make your content marketing stick in their heads, because people tends to remember things from stories. Use Photographs and Video Photographs and video can immediately boost your content curb appeal. They can also provide inspiration to your content creation 16

17 Emotional Touch in Product Description Ease of changing diapers One of the main concern is that diapers are hard to change. This gives customers the added confidencein 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 againand shows that dad can do the same jobtoo. 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 17

18 Emotional Touch in Product Description Informing that the product is safe Informing product benefits 18

19 Emotional Touch in Product Description Highlights customers concern Lists customers struggle No More Worries! Encourage the customers to scroll down and find solution. 19

20 Emotional Touch in Product Description FAQ reduces the doubts of customers in your product, increasing the understanding of confidence in you as a seller. 20

21 Thank you