Photo test, the first step for Taobao novice to open a store to defeat his opponent

　　Taobao store sellers are mainly concerned about traffic. Different people have different preferences. Different buyers will also choose different pictures due to different preferences when shopping, which determines the store traffic.

　　The relationship between buyer, keyword, picture, and store is: buyer searches for keywords, sees the store's promotional pictures or store main pictures at a certain location, and buyer clicks on the picture to enter the store due to his preference. Sellers cannot control the keywords the buyer searches, but they can make a profitable picture to attract the buyer to click when searching for the corresponding keyword.

　　The significance of the map

　　(I) High click-through rate + high conversion rate.

　　(II) Full 10 points of quality score, low PPC.

　　(III) High click-through rate and high traffic required for popular products.

　　Under what circumstances do you need to measure the picture

　　(I) The click-through rate is low. Buyers will also feel tired, and appropriately changing pictures can improve click-through rate and conversion rate.

　　(2) Want to change the main picture. If you don’t test the picture, you can change the main picture at will, which may reduce the click-through rate.

　　Core - Picture

　　The core of the image should be the picture.

　　(I) Size

　　1. Page promotion map - rectangle, 210*315px. The entire page of the store can be promoted, including new products being launched. The pictures must be wonderful, including a well-known highlight of the page, and you can get a very low PPC.

　　2. Single product promotion picture - square, minimum 540*540px; well-known 800*800px.

　　(II) Typesetting

　　(III) Color

　　(IV) Case Study

　　1. Title.

　　2. Price advantage.

　　3. Creative design. Be creative and seek common ground while reserving differences.

　　4. Comply with the advertising law.

　　(V) Background

　　1. White background image:

　　①There are more requirements for the registration dialogue map for the event.

　　② If you want to do the homepage of Taobao, the fifth white background picture is the focus. If the fifth white background picture does not meet the requirements, it is very likely that it will not be passed. It is more attractive to use white background pictures in cosmetics purchasing agents.

　　2. Scene picture: The sense of substitution of life scenes. Clothing and kitchen categories have high requirements for life scenarios.

　　(VI) Product

　　1. Style advantages, you should be clear about the styles of other products on your product search page, etc., so as to stand out.

　　2. Detail advantages.

　　3. Angle:

　　① Placement angle: such as 45° of footwear.

　　②Side, top view, back view. The same product has different click rates.

　　(7) Composition method

　　1. Compact composition, which only highlights the composition of the main body. Don't show your face, and don't consider the viewability of the model.

　　2. Sketch-style composition, setting the subject in a situation. It may blur the product focus.

　　3. X-shaped composition method, the center of the subject is at the intersection of X, which is suitable for the difference in subject details of a certain part.

　　4. Balanced composition, balanced left and right, balanced up and down. Generally, the left and right are balanced, one close-up and one long-distance.

　　5. Diagonal composition, single-sided diagonal, generally mainly clothing. It is a posture-type photography.

　　(8) Category

　　1. A selling point chart in one sentence. More selling points = no selling points, highlighting the core is the foundation, and the same applies to the label chart that emerged before.

　　2. Creative scene picture. Create scenarios, which are more attractive.

　　3. Zoom in the details.

　　4. Comparison picture. Through comparison, the advantages are highlighted.

　　5. Weird expression pictures. More interesting and attracts click-through rates.

　　Graphic cycle

　　1. Regular conservative for 5-7 days;

　　2. The good models of the God Picture have soared in 3 days.

　　Data considerations

　　1. Click-through rate. Consider the core, when the click rate is not high, the collection and purchase rate is very high, the picture should be replaced to test, which is sometimes a question of keywords. Consideration basis:

　　①Creative;

　　②Click-rate trend. To ensure that it is rising straight during testing.

　　2. Add to favorites and purchases. When the data volume is large enough, refer to favorites and purchases.

　　3. Deal

　　Misconception avoidance

　　1. Unique variable: When the title is guaranteed to be the same, the other settings are the same by default, only the pictures are different; the preferred effect is not much and the carousel in the later stage, and the carousel in the early stage is better.

　　2. Frequently measure pictures: Reference display to change pictures, without considering other data; change pictures the next day, the reference time is too short and there is no data accumulation.

　　3. Artificial intervention: artificial clicks reduce the conversion rate; one picture after another drives the picture change of the picture through the express train.

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