Introduction
In today's increasingly competitive cross-border e-commerce market, how to make your POD clothing products stand out? In general, a high quality product master map, detailed product description, and accurate product positioning are key factors in increasing exposure and conversion rates. For us POD clothing sellers, are quite important optimization content, next, this article will provide you with a series of practical and innovative ways to help your product stand out among the many products and attract more potential buyers.
Understand consumer needs
Before starting optimization, it is important to first understand the shopping habits and preferences of the target consumers. By analyzing the purchase data and user feedback, you can more accurately grasp the needs of consumers, so as to optimize targeted, but in the process of optimization, because of the difference in cognition, often lead to many novice POD clothing sellers ignore some factors, resulting in the exposure and click rate of goods is not ideal, then how should we optimize, Can we improve the exposure and click-through rate of cross-border e-commerce clothing categories?
First of all, we must know what are the reasons that will cause our products to be underexposed and have a low click rate.
The following errors will cause our products to be underexposed and have low click-through rates:
1. Improper use of product pictures
Common problem:
- Poor picture quality: The image is below the minimum requirements of the technical standard.
- Incomplete display: product pictures only show part or occupy too little space, making the details difficult to see.
- Improper information: information overload, resulting in increased consumer perceived pressure; Or too little information, resulting in consumers can not fully understand the product features.
- Improper font use: uses too many complex fonts, distracting consumers from the product itself.
Improvement Suggestion:
- Select the appropriate image format and resolution: For clothing products, different platforms have different suggested sizes, but in general, it is necessary to high-definition large picture to the main picture, such as the well-known Russian e-commerce Ozon platform, it is recommended that the clothing category choose 3:4 vertical photos, the resolution of at least 900x1200 pixels. This format and resolution helps to show the full detail of the garment, ensuring that the picture will appear clearly on a variety of devices.
- Use pictures with different angles of the whole body: The product should be located in the foreground of the picture, taking a full body image from multiple angles. On the product details page, it is best to show the overall look including shoes, accessories, hair and makeup. This helps customers choose matching outfits more easily.
- Key features need to be clearly visible in the search results: ensures that the key features of the product are also clear in the search results, so that customers can quickly identify product features during the browsing process.
- Avoid taking up the corners of the image: Try not to place important content in the corners, top and bottom of the image, as the Ozon platform may add promotional badges in these places.
- Use a simple, uniform font: fonts should be simple, unadorned and consistent across all your store's merchandise cards. This is not only beautiful, but also helps to improve the legibility of information and enhance the user experience.
2. The product details page is incomplete or filled in incorrectly
Common problem:
- Only basic features are filled in: such as product type, brand, size and material composition, while supplementary features such as product length, sleeve length, pattern design, material type, size of model in photo are ignored.
- The range of models displayed is too narrow: for example, only models with slimmer body types are presented, even though the product is offered in a wide range of sizes.
- Offers fewer size options: The availability of sizes directly affects the search results, which not only reduces the ranking of the item in the search results, but also reduces the conversion rate from click to order.
Improvement Suggestion:
- Complete the product feature description: Not only list the main features, but also include additional features. Ensure product meets all specified specifications.
- Add close-ups: Add close-ups that clearly show fabric textures, patterns, stitching, and accessories to help buyers better understand product texture and detail.
- Use video to show dynamic: Use video to show the dynamic effect of the product, clearly show the fit of the product on the body. If the video cover is attractive, then the product is more likely to get attention in search results.
- Make sure to offer multiple popular sizes: should offer at least three of the most popular sizes (e.g., 44– Size 48), preferably in five sizes (say, from 42 to 50).
- Adjust content according to holidays, seasonality, customer issues and feedback: Update content in a timely manner to adapt to different sales environments and customer needs.
- Add product variations to create an overall look: Pair the product with other pieces from the same collection, such as matching tops and pants, to create a complete look.
- Introducing the manufacturing process of the product through the product description: Enrich the presentation with high-quality photos and facts about the product creation process.
3. Wrong product positioning
Common problem:
- Description error: For example, a product advertised as a knitted set is handmade from natural materials, but actually contains up to 50% synthetic acrylic fiber, in addition to a variety of other description errors, will lead to visiting customers to misposition the product, including the price is not appropriate.
Improvement Suggestion:
- Increase the amount of information: Add a few concise and informative images to the product page, highlighting the two or three main advantages of the product. These benefits should target keyword queries or enrich content to help search algorithms correctly display product search results.
- Optimize keyword selection: Include two or three of the most appropriate keywords in the card name. Although these words do not appear directly on the website, they can be recognized by search engines, thus improving the position of the product in the search results.
4. Not optimized for mobile
Common problem:
- The text in the photo is not optimized for smartphones: is small and difficult to read, has too much text, and uses inappropriate ICONS.
- Poor photo quality: Product display is not comprehensive, it is difficult to identify the tailoring features and details of the product.
Improvement Suggestion:
- Use high quality photos: show the product in large format and from multiple angles so that buyers can clearly see the details and texture of the fabric. It is recommended to use a neutral light background to avoid distraction and better highlight product features.
- Optimized for mobile: Test photos and infographics in mobile apps to make sure messages are clear on small screens.
Optimize mobile experience
As more and more consumers shop on their phones, optimizing the mobile experience becomes critical. Here are some specific optimization methods:
- Simplified page layout: ensures that the page layout is clean and easy to navigate.
- Use large font and clear buttons: ensures that the text and buttons are easy to read and click on the small screen as well.
- Load speed optimization: Optimizes the loading speed of images and videos, reducing page load time.
- Responsive design: ensures that pages are adaptive across devices, providing a consistent user experience.
Conclusion
By optimizing the product picture, improving the product details page, correct product positioning and optimizing for the mobile terminal, we POD clothing sellers can significantly improve the exposure and click rate of cross-border e-commerce clothing categories, in general, conversion rate and sales are natural ranking, that is, an important factor of exposure, and a product only optimized in all aspects, after doing well, In order to obtain more sales and conversion under limited exposure, so as to continuously improve their ranking, get more exposure and clicks, step by step up, rather than always in the inability to expose, even if the exposure is also low click, no conversion dilemma, and in fact, in the process of operation, we will encounter a variety of problems, such as clearly optimized very well, There will still be traffic drops, sales drops, such as negative feedback, at this time, we need to respond positively to the problem, clear the impact, but before this, do a good job of basic optimization is the first step in the rise of our products, very important! I hope you found this article helpful.
FAQ (FAQs)
1. Why is the quality of product pictures important?
- High-quality product pictures can more clearly show product details, enhance the user's sense of trust, improve the willingness to buy, especially clothing products, high-quality product pictures, often occupy 80% of the transaction factors, after all, if your picture is not attractive, the other party will not click in to see, the same way, although other products do not have such a high impact on clothing products, But it also has a great impact, so the quality of the product picture is very important.
2. How to choose the right image format and resolution?
- For clothing goods or other products, each e-commerce platform has format and resolution requirements, such as Russia's Ozon platform, it is recommended to choose 3:4 vertical photos, the resolution of at least 900x1200 pixels, to ensure that the picture can be clearly displayed on various devices, and Amazon platform, It is recommended that more than 1000x1000 pictures (1500x1500 or 2000x2000), in addition, after testing large resolution vertical photos, more conducive to mobile conversion, there are already many Amazon sellers using large resolution vertical photos, such as 1500x2000.
3. What information should the product details page contain?
- In addition to the basic features, supplementary features should also be included, such as product length, sleeve length, pattern design, etc., so that customers can fully understand the product, the more detailed and accurate information, not only can customers better choose the product, but also reduce the refund caused by inappropriate size, after all, for cross-border e-commerce, the most troublesome clothing category is the refund rate. Especially in the case of high freight costs, often a refund, even if the goods can be sold twice, the loss is huge, not to mention the goods sold twice, is likely to be refunded again, because there are “ Use ” Traces of the past.
4. How can I improve my product's ranking in search results?
- By optimizing keyword selection and providing detailed product description and high-quality pictures, the ranking of products in search results can be improved. The search ranking of e-commerce platforms is more about sales volume or conversion rate, and a product only has the keywords that are accurately matched, detailed, accurate and attractive product description and high-quality pictures. As well as positive feedback from buyers in the past, it will greatly improve the conversion and sales, so we must pay attention to the three pieces of keywords, product descriptions and pictures, that is, the content of the product page itself, must ensure that there is enough attraction and competitiveness.
5. Why optimize for mobile?
- About 70% of customers choose to buy clothing, shoes and accessories through mobile phones, so optimizing the mobile experience is very important to improve the conversion rate, compared with the computer side, because the screen is much smaller, and most of the vertical version, and the large screen horizontal version of the computer side obviously will produce different visual feedback, if a common optimization method, It is likely to lead to poor feedback on the mobile side, so that the conversion rate is not as expected, so we need to optimize the visual feedback on the mobile side, which is what we need to pay attention to.
