Hubei wins the championship to teach you how to make a main picture with a high click-through rate for e-commerce operations to make the product take off?
Doing e-commerce or online, in the final analysis, is nothing more than “one light and three rates”. Which light and which three rates does one light and three rates refer to? It is exposure, click rate, conversion rate, and repurchase rate . Next, Hubei won the championship to explain the truth for everyone.
It is impossible to really explain these four indicators without tens of thousands of words. In this article, I will only talk about one of the indicators that I think is more important: click-through rate. Why is click-through rate important? I have a main image with a click-through rate of 12%. Even if the conversion rate is very low, the daily exposure of the platform is ten times that of other links. If I increase the conversion rate of this link later, this product will definitely take off up.
The click-through rate is the premise for the product to take off. Without the click-through rate, no matter how high the conversion rate is, it is useless. The industry standard for the click-through rate is generally 7-8 points. If it exceeds 10 points, it can be regarded as a magic map. With the magic map, you want to do it. At least you have the admission ticket for the explosive link, so how can you make the main image with a high click-through rate?
Method 1: See More and Induce More
No one is born with the ability to make a divine map, and I am no exception. My way of making divine maps is still the same as when I first started operations. Before I made maps, the boss asked us to do one thing: screenshot-save-summarize .
At that time, I still didn’t quite understand this work. Everyone said that the main picture needs to be tested. Due to the authority of the leader, I still did it.
Let’s put it this way, in my future work, I only look at the pictures of competing products, look at them every day, and then make pictures. The click effect of the main image produced is not a little bit worse. The former has both eyes and brain, while the latter has both eyes and brain .
Why do you still not be able to make a high-click-through main image after seeing so many main images of competing products? The reason is that the link of summary and induction has not been done.
After I save the main picture of the competing product in a document, I type the copy of the picture into the document, and then classify it. Is the picture about the product, the feelings, the price, the function or something else. After summarizing these pictures, I probably know how many pictures with main functions and how many pictures with main feelings account for on the market.
Taking the recent e-commerce operation as an example, after sorting out, I found that more than 60% of the pictures are about functions, and less than 10% are about emotions. This basically conforms to our operator’s understanding of users. What users value when buying things is function. Those who go astray will hit their emotions, and there are not many such operations .
Method 2: Do more and more tests
If you want to make a main picture with a high click-through rate, making more pictures is an indispensable part. I have made so many pictures, and I have come to the conclusion that sometimes the pictures I like do not necessarily have a high click-through rate, and I I feel that the effect may not be good, but the performance is sometimes okay.
Hubei Winning Education has come to a conclusion that the effect of the main map is not dependent on the will of the person . In the later stage of making the map, I gradually gave up the subjective judgment and changed it to the data. I only made the initial stage. Judgment, tell the design, I need a picture such as a picture with a product in the middle or a picture with an activity copy, etc.