Dry: How to create a ‘double conversion’ critical section details page Thinking
text / world network operators Institute analyst Chen Fei a burst section details page, expand thinking, to make a critical section details must first be ready to implement the following top few points: 1) + capital = model + photographer shooting scene (Baby Details ultimate transformation, must all are original) 2) Standard 3-man team = copy + art + operations (tracking, to discuss the implementation plan) funds must be alone to find an Internet clip art to make the ultimate conversion page does not cut actual, individual products can do, as some do not need landscaping products, such as metal products, but minimal. Taobao most \u0026 ldquo; conversion \u0026 rdquo; \u0026 ldquo; sales \u0026 rdquo; intensive products, 80% of the material is original, especially the Amoy brand almost 100% have money, in fact, the only thing we lack is the \u0026 ldquo; thinking \u0026 rdquo; detail pages divided: former design, the design, the design is a good idea, given the implementation of creative decisions behind the decision behind the level of transformation. The first step in gathering information before designing 1: Collect product information 1) Product historical information: he is not now have a lot of products, and generally have history, or its appearance is a story, there are basically solve everything in a a problem or need, it is very important for all to understand; 2) Product Process Information: production processes, manufacturing processes, product material composition and the like; 3) Product Design features: What are your product design features, who the designer is, etc; 4) Product Features: your products with others and what is different or the same functionality, the use of functional scenarios to solve any problems, and so on; 5) the advantages and disadvantages to collect market similar products: View your determined rival group of product features, design, elaborate points are figured out the advantages and disadvantages; some of these points are common collection point, of course, there are many, depending on the class there will be some subtle differences, collect product information purposes, 2 collecting data; by angle data, get some big data, because the data is market feedback form, so the data can be analyzed by a number of market behavior of the structure of existing populations; 1) Keywords: Usually we can a product Search by more keywords, and each keyword behind the crowd on behalf of the same, but there are subtle differences, we have to find these differences and competition for each keyword corresponding to the battlefield is different, which we go through search order, made to correspond to the table; 2) through Taobao index, enter more than one keyword can be matched with the product, then come up for each keyword corresponding data, which include the following: 2.1) search index; 2.2) Region distribution; 2.3) sex ratio, the proportion of the population like; 2.4) constellation, loving crowd accounting; 2.5) Buyer grade, consumption levels; 3) market volume, market seller with sales accounting, product attributes, accounting, etc., by Health e The statistics; 4) Keyword conversion, the average price of train, search popularity and the like; 3, collect assessment information; the user in the end what they thought, not a direct dialogue with them, so the relatively low cost manner, is to organize yourself or competitor evaluation information, the user’s interest point, there must be some reasoning ability, may also be difficult; we usually think about what kind of crowd will be evaluated, they usually are \u0026 ldquo; excellent \u0026 rdquo; or \u0026 ldquo; very poor \u0026 rdquo; will to comment, moderate people less than 20%, we look at two examples: 1) sell thermal underwear, through the evaluation we take a look at some is this: my mother said well, this implies what does this mean I can not say; (this is to send a parent ages product) Of course some like: good quality, comfortable to wear. The size of the positive fit, then it also represents what does that mean? Evaluating user to evaluate the information they care about, meant before he bought, there is a expected, I hope good elasticity, the meat must be thick, if after receiving less than his expectations, it will negative feedback. Greater than equal to his expectations, is praised; analyzed these concerns something is to do it? When users want to understand clearly before buying them, you do the details of the time, these problems should talk to him clear, or your customer will be tired, which is one of the silent transformation of high secret, if you want Silent conversion to 80%, this step must diligently handle, do not trouble free. 4, collecting user information; products to friends to try out? Products that use the experience from their mouth? Do not fools, and they buy these products is concerned these questions, are one-sided, unreliable, and the base is too small, the age span is not wide enough, consumption levels, the survey randomly messy, individual psychological factors, then how to do it ? Normal answer is to ask people who bought, because the real people bought a say, because they have experienced from buy to go find, rethinking the process of the final purchase, so ask them more useful, more real information ; generally you have to understand the following questions: 1) basic living conditions of users, such as there is no partner, what works, how much age, etc.; 2) remember the first picture To buy such a thing, the brain appears, the What is the picture? Want The first thing is the user’s needs, but also probably the most essential psychological needs; 3) Select, why into our store? 4) there is no comparison when buying, after comparing how you think, why buy our products? For example, you ask: Why did you enter our home store it? Users say, because the style is beautiful. Usually ask the next question; note looks good too generalized, and may have to continue to ask this: you feel part of our clothing styles which you touched it? Is above pattern, or dress version of the type structure, or a mix of colors it? That is what we want to get the answer. Such information is really important for the seller, I believe that after this speech through information gathering, you will have your product or industry has a new awareness; we do collect information, the purpose is to collect, rather than judgment, collecting more better, we want is a huge database, to the back to use. Make a \u0026 ldquo; double conversion \u0026 rdquo; details, naturally have to pay the price point; the Baby details page \u0026 ldquo; silent forwarding \u0026 rdquo; very high, generally do 60 percent of the silent count very fast hardware, but would go to the extreme of 80% so, you know what that means, basically do what customer service, big profits; the ultimate conversion of the conversion rate is very high, at least more than the industry average of 150%, 200% or more are normal, it means that under the same flow conditions, Your sales can spike him. 1, the conversion to double the \u0026 middot; divergent thinking; mind mapping (xmind), divergent thinking what comes to mind are recorded, not to judge right and wrong, good and bad, easy or difficult to use, so do a good job or not, do not, as long as the record, because things appear divergent thinking, are very short, will soon be replaced by something else, so I do not think so much .2, divergent thinking skills: 1) looking at you each collected information, see the information, what do you think the first time, to register him; for example: You see women buy these products, which has a population characteristics: pet owners is very high, then you might think, or shooting scene When the application to bring a pet, or I send gifts to send some pet can be able to play something, this is not very surprising it lets users; 2) dug behind the user’s real thoughts through data, and then find is not the same The channel; for example: you see such evaluation Evaluation 3, as follows: the product will not play ball, how the version is kind, there is no elastic collar, will not fade, if you put them all in the details page Lane told the buyer, naturally, there is always no one came to ask, (this will fade ah? This slim it? This will not wear a few days on the deformation ah? This is what material?) divergent thinking is unordered, ideas are generally a mess, but it does not matter, because the next step Air Jordan 9 is to do the finishing work; \u0026 ldquo; finishing scrutiny \u0026 rdquo; and \u0026 ldquo; make copy \u0026 rdquo; 1 finishing scrutiny we collected a lot with product-related information data, and then diverge thinking through these data, the association points out a lot of information, or some expression of ideas, but the information we do not have any treatment process, because we can not put all the information to do a page, this estimate You can also look worn out; it \u0026 ldquo; finishing scrutiny \u0026 rdquo; after finishing the information, which can be re-refined, easy to use, here we must judge, judge right and wrong, good and bad. For example: thermal underwear this number of points, in fact, many are repeating the point from which you can launch a few key fact: 1: Quality work: we can use some of the HD-sewn details of the plan, highlighting products Car line fine, quality meet international standards 2: Cost-effective: people like to buy inexpensive products, so we set the price in the middle of the price, then wear our thermal underwear down jacket can save costs, but also to put at least 3 years, 2 cents without such projections, which allows everyday users to feel very cheap; 3: The version of design: Slim was thin, after 30 days water test, the version complete, higher than the industry 15 days collar deformation widespread phenomenon. (Some unavoidable defects in products industry, can be higher than the industry standard to increase competitiveness, boasting the right amount, not too much) 4: thermal effect: wear scene representation at different temperatures, so that customers found demand better selection of products, such as: generally a few degrees south 10 weather, can be worn alone ride the tide, when the north a few degrees below zero, with a little jacket can be worn alone enough to take advantage of some of the scenes express the product better thermal efficiency. Baby details on the market; a little bit of scrutiny Lenovo, and then repeated, without embodied removed; interlocking between points, so you can make the Baby details page after the context is very clear, very smooth structural logic After data processing, found to the problem, we are saying the baby details of the product itself, few people of color into the feeling, very stereotyped, so after reasoning, we decided to use the identity of a designer baby into the details, so that you can stylized; some core points finishing scrutiny of data: 1) hammered out points of interest to users, hammer out why have such a concern, then hammer out how to address these concerns point; 2) market scrutiny baby details of the case, summary They discuss the design 2015 Latest Nike Shoes of the module, to identify the advantages and disadvantages of this design, we are going to find out the location model design; 3) weigh the characteristics of the core user groups, sorting out the material we design to be used; and 4) hammered out Users who bought this product psychology, hoping to see the logical structure of the content; 2 copy writing after sorting through the scrutiny of work, which can determine some of the content of basic logical framework and ideas, then we have to write out these basic copy, make yourself more clearly the contents to be set within a page; writing copy points to note: 1) copy to see who wrote: a man or a woman, a housewife or office workers, was addressed to a filial child, or mother, etc. etc., addressed to different groups to see, it is necessary to seize the characteristics of this group, language tone, etc., must now they want to cater to, otherwise there will not be brought into being; 2) to determine Copywriter person: the tone is treasurer, or the tone of the company’s brand, or small series, or designer, or who are not; 3) to determine Copywriter style: lyrical, or ask questions, or condescending, or hard-edged, tingling or sentence people; 4) copy Hide The secret: how to brainwash implanted into the copy of the text, to imply that the results; this is too much frameworks, copywriting skills, have continued to link improvement, the best way is according to their category, constantly to collect the same kind of copywriter, improved to sublimation. \u0026 Ldquo; copy patterned double conversion of \u0026 rdquo; written preliminary copy, after having copy, we want to discuss the copy of the picture, which is patterned to form a frame; 1) a clear purpose: Before composition, we must first determine whether each a copy of the corresponding destination, the purpose clear after rethinking what I want to construct a kind of diagram in order to achieve this goal, if constructed out of the picture can not achieve its purpose, which is unsuccessful, it must be given a very clear purpose, not fun to write, because you have rendered to every baby details of the content, both in the brain affect the operation of the user; for example: Romantic Whispers between couples so we have to do a picture to show a sweet warmth between couples, thermal underwear moment more than a channel, couple, clothing, scene substitution is very important. Determine your consumer groups. 2) Find creative: Sometimes we make in order to save costs, not what material went to take pictures of yourself, so most of the material we need to look through the network, this material has a premise with your copy with them very harmonious, not out of tune , if not very representative of what you mean, it first shots, and then improved replacement for subsequent shots. Yes, 180 big man, he was wearing is our small yards, stretch your imagination 3) determine the content: as do baby details, everything is business to be created out of thin air, all from scratch process, composition time one copy is not representative of what sometimes can not write copy, into a picture, image = copy to express the meaning, sometimes also copy a picture to be broken up into several parts When the first draft copy, but the idea was recorded, not necessarily mature picture, so be sure to discuss the composition of this step is to believe, split, structure; doubling of conversion: the orchestration logic; logical arrangement of a direct impact on product conversion rates We have done a lot of testing, just change the order of the module, the conversion rate is greatly improved, why is it so? Different arrangements, different contents affect user memories, consciousness jumps of different note the following: 1) a central point: that when the page is constructed on the set of a main thread, like the movie, there is a main story line, so the purpose is to allow users to send the chances of reducing the structural amnesia; 2) structural amnesia investigation: According to the principle of structural amnesia, adhere to the logical structure of the page, if you can not see, let your page to do to your friends or the user to see, and then asked them to remember what to see feedback, an important part of your expression have not remembered, if not, we must continue to adjust the page; 3) to stimulate the context of the association: If you baby details of content will lead users are multiple perspectives of the association, then finally all come back at the end of the section, must take the attention, as some stories the movie, read the beginning, in front of a lot of things happened, but the last one clip point out, when all the contents before being run through, which is commonly used in the film hints, this is also possible, back to the ultimate goal, is to make his next one to buy your stuff; details Finally, the link between rejoined Buy picture, simple and crude. You also beside the point to go see! Do not buy, you can withdraw.Dry: How to create a ‘double conversion’ critical section details page Thinking
text / world network operators Institute analyst Chen Fei a burst section details page, expand thinking, to make a critical section details must first be ready to implement the following top few points: 1) + capital = model + photographer shooting scene (Baby Details ultimate transformation, must all are original) 2) Standard 3-man team = copy + art + operations (tracking, to discuss the implementation plan) funds must be alone to find an Internet clip art to make the ultimate conversion page does not cut actual, individual products can do, as some do not need landscaping products, such as metal products, but minimal. Taobao most \u0026 ldquo; conversion \u0026 rdquo; \u0026 ldquo; sales \u0026 rdquo; intensive products, 80% of the material is original, especially the Amoy brand almost 100% have money, in fact, the only thing we lack is the \u0026 ldquo; thinking \u0026 rdquo; detail pages divided: former design, the design, the design is a good idea, given the implementation of creative decisions behind the decision behind the level of transformation. The first step in gathering information before designing 1: Collect product information 1) Product historical information: he is not now have a lot of products, and generally have history, or its appearance is a story, there are basically solve everything in a a problem or need, it is very important for all to understand; 2) Product Process Information: production processes, manufacturing processes, product material composition and the like; 3) Product Design features: What are your product design features, who the designer is, etc; 4) Product Features: your products with others and what is different or the same functionality, the use of functional scenarios to solve any problems, and so on; 5) the advantages and disadvantages to collect market similar products: View your determined rival group of product features, design, elaborate points are figured out the advantages and disadvantages; some of these points are common collection point, of course, there are many, depending on the class there will be some subtle differences, collect product information purposes, 2 collecting data; by angle data, get some big data, because the data is market feedback form, so the data can be analyzed by a number of market behavior of the structure of existing populations; 1) Keywords: Usually we can a product Search by more keywords, and each keyword behind the crowd on behalf of the same, but there are subtle differences, we have to find these differences and competition for each keyword corresponding to the battlefield is different, which we go through search order, made to correspond to the table; 2) through Taobao index, enter more than one keyword can be matched with the product, then come up for each keyword corresponding data, which include the following: 2.1) search index; 2.2) Region distribution; 2.3) sex ratio, the proportion of the population like; 2.4) constellation, loving crowd accounting; 2.5) Buyer grade, consumption levels; 3) market volume, market seller with sales accounting, product attributes, accounting, etc., by Health e The statistics; 4) Keyword conversion, the average price of train, search popularity and the like; 3, collect assessment information; the user in the end what they thought, not a direct dialogue with them, so the relatively low cost manner, is to organize yourself or competitor evaluation information, the user’s interest point, there must be some reasoning ability, may also be difficult; we usually think about what kind of crowd will be evaluated, they usually are \u0026 ldquo; excellent \u0026 rdquo; or \u0026 ldquo; very poor \u0026 rdquo; will to comment, moderate people less than 20%, we look at two examples: 1) sell thermal underwear, through the evaluation we take a look at some is this: my mother said well, this implies what does this mean I can not say; (this is to send a parent ages product) Of course some like: good quality, comfortable to wear. The size of the positive fit, then it also represents what does that mean? Evaluating user to evaluate the information they care about, meant before he bought, there is a expected, I hope good elasticity, the meat must be thick, if after receiving less than his expectations, it will negative feedback. Greater than equal to his expectations, is praised; analyzed these concerns something is to do it? When users want to understand clearly before buying them, you do the details of the time, these problems should talk to him clear, or your customer will be tired, which is one of the silent transformation of high secret, if you want Silent conversion to 80%, this step must diligently handle, do not trouble free. 4, collecting user information; products to friends to try out? Products that use the experience from their mouth? Do not fools, and they buy these products is concerned these questions, are one-sided, unreliable, and the base is too small, the age span is not wide enough, consumption levels, the survey randomly messy, individual psychological factors, then how to do it ? Normal answer is to ask people who bought, because 2015 Latest Nike Shoes the real people bought a say, because they have experienced from buy to go find, rethinking the process of the final purchase, so ask them more useful, more real information ; generally you have to understand the following questions: 1) basic living conditions of users, such as there is no partner, what works, how much age, etc.; 2) remember the first picture To buy such a thing, the brain appears, the What is the picture? Want The first thing is the user’s needs, but also probably the most essential psychological needs; 3) Select, why into our store? 4) there is no comparison when buying, after comparing how you think, why buy our products? For example, you ask: Why did you enter our home store it? Users say, because the style is beautiful. Usually ask the next question; note looks good too generalized, and may have to continue to ask this: you feel part of our clothing styles which you touched it? Is above pattern, or dress version of the type structure, or a mix of colors it? That is what we want to get the answer. Such information is really important for the seller, I believe that after this speech through information gathering, you will have your product or industry has a new awareness; we do collect information, the purpose is to collect, rather than judgment, collecting more better, we want is a huge database, to the back to use. Make a \u0026 ldquo; double conversion \u0026 rdquo; details, naturally have to pay the price point; the Baby details page \u0026 ldquo; silent forwarding \u0026 rdquo; very high, generally do 60 percent of the silent count very fast hardware, but would go to the extreme of 80% so, you know what that means, basically do what customer service, big profits; the ultimate conversion of the conversion rate is very high, at least more than the industry average of 150%, 200% or more are normal, it means that under the same flow conditions, Your sales can spike him. 1, the conversion to double the \u0026 middot; divergent thinking; mind mapping (xmind), divergent thinking what comes to mind are recorded, not to judge right and wrong, good and bad, easy or difficult to use, so do a good job or not, do not, as long as the record, because things appear divergent thinking, are very short, will soon be replaced by something else, so I do not think so much .2, divergent thinking skills: 1) looking at you each collected information, see the information, what do you think the first time, to register him; for example: You see women buy these products, which has a population characteristics: pet owners is very high, then you might think, or shooting scene When the application to bring a pet, or I send gifts to send some pet can be able to play something, this is not very surprising it lets users; 2) dug behind the user’s real thoughts through data, and then find is not the same The channel; for example: you see such evaluation Evaluation 3, as follows: the product will not play ball, how the version is kind, there is no elastic collar, will not fade, if you put them all in the details page Lane told the buyer, naturally, there is always no one came to ask, (this will fade ah? This slim it? This will not wear a few days on the deformation ah? This is what material?) divergent thinking is unordered, ideas are generally a mess, but it does not matter, because the next step is to do the finishing work; \u0026 ldquo; finishing scrutiny \u0026 rdquo; and \u0026 ldquo; make copy \u0026 rdquo; 1 finishing scrutiny we collected a lot with product-related information data, and then diverge thinking through these data, the association points out a lot of information, or some expression of ideas, but the information we do not have any treatment process, because we can not put all the information to do a page, this estimate You can also look worn out; it \u0026 ldquo; finishing scrutiny \u0026 rdquo; after finishing the information, which can be re-refined, easy to use, here we must judge, judge right and wrong, good and bad. For example: thermal underwear this number of points, in fact, many are repeating the point from which you can launch a few key fact: 1: Quality work: we can use some of the HD-sewn details of the plan, highlighting products Car line fine, quality meet international standards 2: Cost-effective: people like to buy inexpensive products, so we set the price in the middle of the price, then wear our thermal underwear down jacket can save costs, but also to put at least 3 years, 2 cents without such projections, which allows everyday users to feel very cheap; 3: The version of design: Slim was thin, after 30 days water test, the version complete, higher than the industry 15 days collar deformation widespread phenomenon. (Some unavoidable defects in products industry, can be higher than the industry standard to increase competitiveness, boasting the right amount, not too much) 4: thermal effect: wear scene representation at different temperatures, so that customers found demand better selection of products, such as: generally a few degrees south 10 weather, can be worn alone ride the tide, when the north a few degrees below zero, with a little jacket can be worn alone enough to take advantage of some of the scenes express the product better thermal efficiency. Baby details on the market; a little bit of scrutiny Lenovo, and then repeated, without embodied removed; interlocking between points, so you can make the Baby details page after the context is very clear, very smooth structural logic After data processing, found to the problem, we are saying the baby details of the product itself, few people of color into the feeling, very stereotyped, so after reasoning, we decided to use the identity of a designer baby into the details, so that you can stylized; some core points finishing scrutiny of data: 1) hammered out points of interest to users, hammer out why have such a concern, then hammer out how to address these concerns point; 2) market scrutiny baby details of the case, summary They discuss the design of the module, to identify the advantages and disadvantages of this design, we are going to find out the location model design; 3) weigh the characteristics of the core user groups, sorting out the material we design to be used; and 4) hammered out Users who bought this product psychology, hoping to see the logical structure of the content; 2 copy writing after sorting through the scrutiny of work, which can determine some of the content of basic logical framework and ideas, then we have to write out these basic copy, make yourself more clearly the contents to be set within a page; writing copy points to note: 1) copy to see who wrote: a man or a woman, a housewife or office workers, was addressed to a filial child, or mother, etc. etc., addressed to different groups to see, it is necessary to seize the characteristics of this group, language tone, etc., must now they want to cater to, otherwise there will not be brought into being; 2) to determine Copywriter person: the tone is treasurer, or the tone of the company’s brand, or small series, or designer, or who are not; 3) to determine Copywriter style: lyrical, or ask questions, or condescending, or hard-edged, tingling or sentence people; 4) copy Hide The secret: how to brainwash implanted into the copy of the text, to imply that the results; this is too much frameworks, copywriting skills, have continued to link improvement, the best way is according to their category, constantly to collect the same kind of copywriter, improved to sublimation. \u0026 Ldquo; copy patterned double conversion of \u0026 rdquo; written preliminary copy, after having copy, we want to discuss the copy of the picture, which is patterned to form a frame; 1) a clear purpose: Before composition, we must first determine whether each a copy of the corresponding destination, the purpose clear after rethinking what I want to construct a kind of diagram in order to achieve this goal, if constructed out of the picture can not achieve its purpose, which is unsuccessful, it must be given a very clear purpose, not fun to write, because you have rendered to every baby details of the content, both in the brain affect the operation of the user; for example: Romantic Whispers between couples so we have to do a picture to show a sweet warmth between couples, thermal underwear moment more than a channel, couple, clothing, scene substitution is very important. Determine your consumer groups. 2) Find creative: Sometimes we make in order to save costs, not what material went to take pictures of yourself, so most of the material we need to look through the network, this material has a premise with your copy with them very harmonious, not out of tune , if not very representative of what you mean, it first shots, and then improved replacement for subsequent shots. Yes, 180 big man, he was wearing is our small yards, stretch your imagination 3) determine the content: as do baby details, everything is business to be created out of thin air, all from scratch process, composition time one copy is not representative of what sometimes can not write copy, into a picture, image = copy to express the meaning, sometimes also copy a picture to be broken up into several parts When the first draft copy, but the idea was recorded, not necessarily mature picture, so be sure to discuss the composition of this step is to believe, split, structure; doubling of conversion: the orchestration logic; logical arrangement of a direct impact on product conversion rates We have done a lot of testing, just change the order of the module, the conversion rate is greatly improved, why is it so? Different arrangements, different contents affect user memories, consciousness jumps of different note the following: 1) a central point: that when the page is constructed on the set of a main thread, like the movie, there is a main story line, so the purpose is to allow users to send the chances of reducing the structural amnesia; 2) structural amnesia investigation: According to the principle of structural amnesia, adhere to the logical structure of the page, if you can not see, let your page to do to your friends or the user to see, and then asked them to remember what to see feedback, an important part of your expression have not remembered, if not, we must continue to adjust the page; 3) to stimulate the context of the association: If you baby details of content will lead users are multiple perspectives of the association, then finally all come back at the end of the section, must take the attention, as some stories the movie, read the beginning, in front of a lot of things happened, but the last one clip point out, when all the contents before being run through, which is commonly used in the film hints, this is also possible, back to the ultimate goal, is to make his next one to buy your stuff; details Finally, the link between rejoined Buy picture, simple and crude. You also beside the point to go see! Do not buy, you can withdraw.Dry: How to create a ‘double conversion’ critical section details page Thinking
text / world network operators Institute analyst Chen Fei a burst section details page, expand thinking, to make a critical section details must first be ready to implement the following top few points: 1) + capital = model + photographer shooting scene (Baby Details ultimate transformation, must all are original) 2) Standard 3-man team = copy + art + operations (tracking, to discuss the implementation plan) funds must be alone to find an Internet clip art to make the ultimate conversion page does not cut actual, individual products can do, as some do not need landscaping products, such as metal products, but minimal. Taobao most \u0026 ldquo; conversion \u0026 rdquo; \u0026 ldquo; sales \u0026 rdquo; intensive products, 80% of the material is original, especially the Amoy brand almost 100% have money, in fact, the only thing we lack is the \u0026 ldquo; thinking \u0026 rdquo; detail pages divided: former design, the design, the design is a good idea, given the implementation of creative decisions behind the decision behind the level of transformation. The first step in gathering information before designing 1: Collect product information 1) Product historical information: he is not now have a lot of products, and generally have history, or its appearance is a story, there are basically solve everything in a a problem or need, it is very important for all to understand; 2) Product Process Information: production processes, manufacturing processes, product material composition and the like; 3) Product Design features: What are your product design features, who the designer is, etc; 4) Product Features: your products with others and what is different or the same functionality, the use of functional scenarios to solve any problems, and so on; 5) the advantages and disadvantages to collect market similar products: View your determined rival group of product features, design, elaborate points are figured out the advantages and disadvantages; some of these points are common collection point, of course, there are many, depending on the class there will be some subtle differences, collect product information purposes, 2 collecting data; by angle data, get some big data, because the data is market feedback form, so the data can be analyzed by a number of market behavior of the structure of existing populations; 1) Keywords: Usually we can a product Search by more keywords, and each keyword behind the crowd on behalf of the same, but there are subtle differences, we have to find these differences and competition for each keyword corresponding to the battlefield is different, which we go through search order, made to correspond to the table; 2) through Taobao index, enter more than one keyword can be matched with the product, then come up for each keyword corresponding data, which include the following: 2.1) search index; 2.2) Region distribution; 2.3) sex ratio, the proportion of the population like; 2.4) constellation, loving crowd accounting; 2.5) Buyer grade, consumption levels; 3) market volume, market seller with sales accounting, product attributes, accounting, etc., by Health e The statistics; 4) Keyword conversion, the average price of train, search popularity and the like; 3, collect assessment information; the user in the end what they thought, not a direct dialogue with them, so the relatively low cost manner, is to organize yourself or competitor evaluation information, the user’s interest point, there must be some reasoning ability, may also be difficult; we usually think about what kind of crowd will be evaluated, they usually are \u0026 ldquo; excellent \u0026 rdquo; or \u0026 ldquo; very poor \u0026 rdquo; will to comment, moderate people less than 20%, we look at two examples: 1) sell thermal underwear, through the evaluation we take a look at some is this: my mother said well, this implies what does this mean I can not say; (this is to send a parent ages product) Of course some like: good quality, comfortable to wear. The size of the positive fit, then it also represents what does that mean? Evaluating user to evaluate the information they care about, meant before he bought, there is a expected, I hope good elasticity, the meat must be thick, if after receiving less than his expectations, it will negative feedback. Greater than equal to his expectations, is praised; analyzed these concerns something is to do it? When users want to understand clearly before buying them, you do the details of the time, these problems should talk to him clear, or your customer will be tired, which is one of the silent transformation of high secret, if you want Silent conversion to 80%, this step must diligently handle, do not trouble free. 4, collecting user information; products to friends to try out? Products that use the experience from their mouth? Do not fools, and they buy these products is concerned these questions, are one-sided, unreliable, and the base Air Jordan 9 is too small, the age span is not wide enough, consumption levels, the survey randomly messy, individual psychological factors, then how to do it ? Normal answer is to ask people who bought, because the real people bought a say, because they have experienced from buy to go find, rethinking the process of the final purchase, so ask them more useful, more real information ; generally you have to understand the following questions: 1) basic living conditions of users, such as there is no partner, what works, how much age, etc.; 2) remember the first picture To buy such a thing, the brain appears, the What is the picture? Want The first thing is the user’s needs, but also probably the most essential psychological needs; 3) Select, why into our store? 4) there is no comparison when buying, after comparing how you think, why buy our products? For example, you ask: Why did you enter our home store it? Users say, because the style is beautiful. Usually ask the next question; note looks good too generalized, and may have to continue to ask this: you feel part of our clothing styles which you touched it? Is above pattern, or dress version of the type structure, or a mix of colors it? That is what we want to get the answer. Such information is really important for the seller, I believe that after this speech through information gathering, you will have your product or industry has a new awareness; we do collect information, the purpose is to collect, rather than judgment, collecting more better, we want is a huge database, to the back to use. Make a \u0026 ldquo; double conversion \u0026 rdquo; details, naturally have to pay the price point; the Baby details page \u0026 ldquo; silent forwarding \u0026 rdquo; very high, generally do 60 percent of the silent count very fast hardware, but would go to the extreme of 80% so, you know what that means, basically do what customer service, big profits; the ultimate conversion of the conversion rate is very high, at least more than the industry average of 150%, 200% or more are normal, it means that under the same flow conditions, Your sales can spike him. 1, the conversion to double the \u0026 middot; divergent thinking; mind mapping (xmind), divergent thinking what comes to mind are recorded, not to judge right and wrong, good and bad, easy or difficult to use, so do a good job or not, do not, as long as the record, because things appear divergent thinking, are very short, will soon be replaced by something else, so I do not think so much .2, divergent thinking skills: 1) looking at you each collected information, see the information, what do you think the first time, to register him; for example: You see women buy these products, which has a population characteristics: pet owners is very high, then you might think, or shooting scene When the application to bring a pet, or I send gifts to send some pet can be able to play something, this is not very surprising it lets users; 2) dug behind the user’s real thoughts through data, and then find is not the same The channel; for example: you see such evaluation Evaluation 3, 2015 Latest Nike Shoes as follows: the product will not play ball, how the version is kind, there is no elastic collar, will not fade, if you put them all in the details page Lane told the buyer, naturally, there is always no one came to ask, (this will fade ah? This slim it? This will not wear a few days on the deformation ah? This is what material?) divergent thinking is unordered, ideas are generally a mess, but it does not matter, because the next step is to do the finishing work; Nike Air Max 89 \u0026 ldquo; finishing scrutiny \u0026 rdquo; and \u0026 ldquo; make copy \u0026 rdquo; 1 finishing scrutiny we collected a lot with product-related information data, and then diverge thinking through these data, the association points out a lot of information, or some expression of ideas, but the information we do not have any treatment process, because we can not put all the information to do a page, this estimate You can also look worn out; it \u0026 ldquo; finishing scrutiny \u0026 rdquo; after finishing the information, which can be re-refined, easy to use, here we must judge, judge right and wrong, good and bad. For example: thermal underwear this number of points, in fact, many are repeating the point from which you can launch a few key fact: 1: Quality work: we can use some of the HD-sewn details of the plan, highlighting products Car line fine, quality meet international standards 2: Cost-effective: people like to buy inexpensive products, so we set the price in the middle of the price, then wear our Nike Air Presto Mens thermal underwear down jacket can save costs, but also to put at least 3 years, 2 cents without such projections, which allows everyday users to feel very cheap; 3: The version of design: Slim was thin, after 30 days water test, the version complete, higher than the industry 15 days collar deformation widespread phenomenon. (Some unavoidable defects in products industry, can be higher than the industry standard to increase competitiveness, boasting the right amount, not too much) 4: thermal effect: wear scene representation at different temperatures, so that customers found demand better selection of products, such as: generally a few degrees south 10 weather, can be worn alone ride the tide, when the north a few degrees below zero, with Air Jordan 2 a little jacket can be worn alone enough to take advantage of some of the scenes express the product better thermal efficiency. Baby details on the market; a little bit of scrutiny Lenovo, and then repeated, without embodied removed; interlocking between points, so you can make the Baby details page after the context is very clear, very smooth structural logic After data processing, found to the problem, we are saying the baby details of the product itself, few people of color into the feeling, very stereotyped, so after reasoning, we decided to use the identity of a designer baby into the details, so that you can stylized; some core points finishing scrutiny of data: 1) hammered out points of interest to users, hammer out why have such a concern, then hammer out how to address these concerns point; 2) market scrutiny baby details of the case, summary They discuss the design of the module, to identify the advantages and disadvantages of this design, we are going to find out the location model design; 3) weigh the characteristics of the core user groups, sorting out the material we design to be used; and 4) hammered out Users who bought this product psychology, hoping to see the logical structure of the content; 2 copy writing after sorting through the scrutiny of work, which can determine some of the content of basic logical framework and ideas, then we have to write out these basic copy, make yourself more clearly the contents to be set within a page; writing copy points to note: 1) copy to see who wrote: a man or a woman, a housewife or office workers, was addressed to a filial child, or mother, etc. etc., addressed to different groups to see, it is necessary to seize the characteristics of this group, language tone, etc., must now they want to cater to, otherwise there will not be brought into being; 2) to determine Copywriter person: the tone is treasurer, or the tone of the company’s brand, or small series, or designer, or who are not; 3) to determine Copywriter style: lyrical, or ask questions, or condescending, or hard-edged, tingling or sentence people; 4) copy Hide The secret: how to brainwash implanted into the copy of the text, to imply that the results; this is too much frameworks, copywriting skills, have continued to link improvement, the best way is according to their category, constantly to collect the same kind of copywriter, improved to sublimation. \u0026 Ldquo; copy patterned double conversion of \u0026 Air Jordan 6 Rings rdquo; written preliminary copy, after having copy, we want to discuss the copy of the picture, which is patterned to form a frame; 1) a clear purpose: Before composition, we must first determine whether each a copy of the corresponding destination, the purpose clear after rethinking what I want to construct a kind of diagram in order to achieve this goal, if constructed out of the picture can not achieve its purpose, which is unsuccessful, it must be given a very clear purpose, not fun to write, because you have rendered to every baby details of the content, both in the brain affect the operation of the user; for example: Romantic Whispers between couples so we have to do a picture to show a sweet warmth between couples, thermal underwear moment more than a channel, couple, clothing, scene substitution is very important. Determine your consumer groups. 2) Find creative: Sometimes we make in order to save costs, not what material went to take pictures of yourself, so most of the material we need to look through the network, this material has a premise with your copy with them very harmonious, not out of tune , if not very representative of what you mean, it first shots, and then improved replacement for subsequent shots. Yes, 180 big man, he was wearing is our small yards, stretch your imagination 3) determine the content: as do baby details, everything is business to be created out of thin air, all from scratch process, composition time one copy is not representative of what sometimes can not write copy, into a picture, image = copy to express the meaning, sometimes also copy a picture to be broken up into several parts When the first draft copy, but the idea was recorded, not necessarily mature picture, so be sure to discuss the composition of this step is to believe, split, structure; doubling of conversion: the orchestration logic; logical arrangement of a direct impact on product conversion rates We have done a lot of testing, just change the order of the module, the conversion rate is greatly improved, why is it so? Different arrangements, different contents affect user memories, consciousness jumps of different note the following: 1) a central point: that when the page is constructed on the set of a main thread, like the movie, there is a main story line, so the purpose is to allow users to send the chances of reducing the structural amnesia; 2) structural amnesia investigation: According to the principle of structural amnesia, adhere to the logical structure of the page, if you can not see, let your page to do to your friends or the user to see, and then asked them to remember what to see feedback, an important part of your expression have not remembered, if not, we must continue to adjust the page; 3) to stimulate the context of the association: If you baby details of content will lead users are multiple perspectives of the association, then finally all come back at the end of the section, must take the attention, as some stories the movie, read the beginning, in front of a lot of things happened, but the last one clip point out, when all the contents before being run through, which is commonly used in the film hints, this is also possible, back to the ultimate goal, is to make his next one to buy your stuff; details Finally, the link between rejoined Buy picture, simple and crude. You also beside the point to go see! Do not buy, you can withdraw.