Have you noticed the high click-through rate chart of the "E-commerce Operation" express train?

　　After opening a Taobao store, although there is a direct-to-track promotion tool, how can we use this tool to achieve the purpose of obtaining traffic? This question confuses many small and medium-sized sellers. After all, they cannot spend money but cannot achieve the desired results! So after the express train is opened, what needs to be processed and which need to be optimized and adjusted. This is a lot of knowledge. Let’s take a look at the importance of optimizing the express train picture!

　　All the optimization techniques for our express trains, no matter how innovative this technique is, must be based on an important foundation, that is, click-through rate. If no product in your store has a click-through rate of at least 2 times more than the industry average, then these optimization methods are basically useless for your express trains, that is, you do not have a click-through rate, and any optimization techniques are empty talk.

　　In today's market with thousands of people, everyone understands Taobao's operating model. Buyers shop and search for products very quickly. Each product has a 2-second survival rule. In a blink of an eye, you are already photographed on the shore. In this case, why do you let the buyer stay on your baby? Today I will share with you a key point:

　　What is the picture? Pictures are the most intuitive feeling that sellers bring to buyers. If your store wants to survive, you must not underestimate the simple picture. Whether the direct train can achieve a high click rate depends on it! Without a picture with a high click-through rate, you will find that you can't spend money and your quality scores can't be improved. The PPC of the direct train is very high and you can't get free traffic at all. Now, we are doing the test patterns and pictures in the express train to find a picture with a click rate exceeding the industry average, and then leveraging free traffic. This is the value of our driving. If the baby's pictures are done well, it does not mean that the direct train will definitely be successful, but the direct train will quickly drain and have a high conversion rate. The hero must have high quality pictures. Image display is the first sensory contact of the customer. If you want the customer to see the baby at first sight, the picture must be optimized and then optimized. So the question is, how to optimize the creative concept of the express train with high click-through rate?

　　1. Creative picture optimization of standard categories: highlight selling points

　　A main picture with good click-through rate must not be because it is beautiful, but because this picture reflects the selling points, and the words can well express our selling points. In the design of creative ideas, copywriting often plays an important role. Good copywriting is the finishing touch of the creative idea of ​​the express train. On the one hand, it can clearly reflect the main characteristics of the product, and on the other hand, it can also create your own characteristics so that buyers will have the desire to click as soon as they see it.

　　1. Ten-year warranty is an absolute selling point. To be honest, when you go shopping as a buyer, do you really care whether it provides you with a five-year or ten-year warranty? I remember that Taobao had a Mickey Walkman many years ago. It was quite popular back then. In addition to its unique style, it has a strong selling point, which is a lifetime free replacement. I would like to ask, for buyers of that Walkman, how many people asked the seller to change it after a problem or break it? The answer is obvious, no, even if there is, the problem will only occur in a short period of time.

　　2. The next day delivery is fast and convenient. Take the hair dryer we used as an example. The hair dryer at your home is not damaged and is easy to use. In this case, will you search? Needless to say, it’s not that boring, only if you need it, you will have the idea of ​​buying. In this highly competitive market, buyers are already a little dissatisfied with this kind of logistics for two or three days or longer. Many buyers will consult customers when they have strong demand and are eager to use it, hoping that the logistics can be faster, but few buyers are willing to pay for SF Express themselves. Therefore, the small details of the next day delivery are also a means to promote transactions.

　　So, what is the purpose of the seller's main selling points? It is to give customers a sense of trust and professionalism, which comes from after-sales service. When a buyer purchases a product, the warranty of the product and the quality of after-sales service greatly affects his satisfaction with the product. High-quality after-sales service can help the buyer get rid of doubts and make up his mind to purchase the product. In today's economic market, especially in standard products, there is basically no way to gain a foothold without good after-sales service.

　　For example: When we talk about which car has a high safety factor, the first thing that comes to mind is Volvo. Are Mercedes-Benz and BMW not very safe? Of course not. Cars have many selling points: safety, fuel saving, super large space, comfort, etc., but Volvo is the first in the automotive industry to promote safety performance as the main selling point, and this selling point has become the iconic feature of the Volvo brand afterwards. On our products, as long as our products have a unique selling point that makes buyers fall in love at first sight, when everyone has not paid attention to these topics, we will use them first on our products and display them on our pictures, and use these selling points to attract the attention of buyers, and the click rate will naturally not be low.

　　2. Creative picture optimization for non-standard categories: differentiation

　　Taobao is now very competitive, especially in the category of non-standard products. You really don’t dare to make a product with few similar models. Of course, if there are too many same models, the pressure will naturally be great. If we don’t want our treasures to sink into the sea, we must have different ways of playing and different ideas, and the key point is still to be pictures. The purpose chart of the major category must be surprisingly new, so that consumers have the desire to click, use differentiated main pictures to attract customers, and clearly express the difference from others . We can start from the following:

　　1. Shooting method

　　The drawing of non-standard categories is centered on the style of the product itself, so the text description can be, or small or none. The creative design of this category's direct train must be surprisingly new, and the focus is on shooting.

　　Everyone has to admit that the effects of pictures taken by tiles and models are very different. We cannot say that models must be better than tiles, but we have to admit that models must be more attractive than tiles. Online things can only be seen and cannot be touched. For example, the pictures taken by models can express the wearing effect directly, increasing clicks while improving conversion.

　　The effects of street photography and studio photography are also different. Street photography requires relatively high requirements. Not only should the selection of scenes be in line with the product style and clothing settings, but it is also a test for shooting technology. The interior scene is relatively easier, so you can better grasp shooting factors such as light sources. When choosing a background to shoot, the background color and the color of the product must form a contrast to highlight your product. Compared with the interior, the exterior requires more financial, material and manpower support. If your investment is within a certain range, it is recommended to shoot the interior.

　　2. Comparison of peers

　　Sometimes you don’t need to be the best in the world, you just need to be a little better than your peers. When we don’t have the skills to make high-point-rate pictures, the easiest way is to dig out excellent peer pictures. One of the rules of success is to stand on the shoulders of giants . We must first use the express train tool to analyze the data of our peers

　　Generally, when we choose pictures of our peers, we should not only focus on sales. Good sales, but the pictures may not necessarily be good. We mainly look at the source of these sales. For creative pictures, our main purpose is click-through rate. When digging out car pictures of peers, we must find pictures with a high proportion of traffic through peers .

　　3. Continuous innovation

　　If we want our products to stand out among the many similar models and stand out, a creative idea with high click-through rate is an indispensable tool. When customers browse products, they are already aesthetically tired after not seeing a few pages. At this time, if there is a product picture that can make people shine, it will definitely attract customers and bring clicks, so the importance of creative ideas is self-evident. However, a creative idea with high click-through rate is not a one-time solution. Taobao is updated very quickly. A good picture will be the first to imitate it. The survival cycle is very short. We need to constantly change our creativity, take one step ahead, and innovate continuously. If we plan for the sake of preparation, we will be a waste.

　　3. Optimization awareness: Deeply tapping into customer needs

　　The products that buyers buy are the best products. We can see some visitor data from the business consultant. We need to analyze these customer characteristics and do a good job of group positioning. We will do whatever things this type of group likes.

　　In comparison, it is also necessary to maintain old customers in large categories of markets. Old customers should prefer new models. Most buyers collect stores to pay attention to new stores. Many stores have a new time mode, such as new stores on Tuesday. The purpose of new stores is to attract our old customers. New stores are not only about the number of new stores, but also about the quality after new stores. This quality mainly depends on the click rate of new stores. Today's buyers only place orders after comparing the same styles in the same industry. If your model is too small, it lacks trust and freshness for the buyers.

　　Women's clothing, women's bags, and women's shoes, such products with strong personalization, the core content displayed in a picture is the style of the product itself. The corresponding data is the click rate, and the click rate represents whether it is enough to attract customers. We must persist in working hard to innovate and develop good styles. The breakthrough in click-through rate is in the style. We must give up the styles with poor click-through rate and do not waste time on the styles with low click-through rate.

　　The purpose of our direct train is to leverage our free traffic. The click rate is very high. If you put it in Taobao search, Taobao search will also be high. As long as your store has a baby's click rate exceeds the industry average, no matter how bad your driving skills are, your keywords can quickly reach 10 points, and PPC will naturally drop below the industry average. Therefore, when driving a direct train now, the technology is no longer so important. As long as the click rate is high, you are a master of the direct train. The click rate is low. No matter how good your skills are, you can't spend money. Even if you spend money, the PPC will be very high, and it will be meaningless to drive this car. Many times, a good picture is not difficult. The difficulty is that there is no direction at the beginning and I don’t know where to start, so everyone must keep trying.

　　Okay, that’s all for today’s sharing, I hope it can help everyone.

　　Below is the data of a store that operates. Only with cases is more convincing. On the premise of measuring a good car picture, the overall display of the account continues to increase, and the cost of clicking through the express train continues to decrease. The transaction volume in the past seven days is close to three million.

　　The number of clicks continues to increase

Click cost is constantly lowering

Transaction data in the last seven days

　　Finally, I would like to emphasize that the essence of the direct train is still the traffic diversion tool, and the store foundation is the product picture supply chain.

　　The above is that when driving the direct train, the optimization of high click-through rate images will bring more traffic, so we must constantly explore customers' needs and understand customers' search habits, so that we can achieve the desired results and increase store sales!