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текстовый
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00:00:02
[music]
00:00:04
look, but firstly, of course, there are
00:00:06
spelling errors, that is, if you
00:00:08
are addressing
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someone individually, you really need to be
00:00:12
capitalized, but here the
00:00:14
appeal is not personalized, so
00:00:16
here in this case you had to write with a
00:00:17
small letter, but if you want
00:00:19
directly with a capital letter for then you yours
00:00:22
should be everything is already written with a capital
00:00:24
letter, but in general, when we contact
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the buyer personally by name, we need to
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write with a capital letter, when we
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contact en masse, we need to write everything with a small
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letter, then here we use
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English words that, according to
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the guideline, we are not it is recommended
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to use the word fashion, that is, you could
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write a knife in the fashion
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industry if you really really
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want to, then you need to write that the fashion
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industry is still a complex
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word, you would need to write it with a
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hyphen also here, well, in the first paragraph they already
00:00:55
indicated the connection with the brand therefore,
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this text already seems a little
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redundant, yes, but that is, in general, we
00:01:03
could limit ourselves to
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listing the
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emotional connection of the brand in the first paragraph, but what else
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our
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students who looked at this text would like to add: we
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could also add that this is a suit for a
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boy it would be possible to add it in
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the description and this would improve the search demand
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and here in the
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description there are direct texts, but
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in general this text is of course
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compared to the case as it was, but you can
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of course feel the difference and of course
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again the responses to the reviews, these
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entrepreneurs also thought that a
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positive review is quite enough,
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however, we recommend answering and
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look at the answer, thank you very much for your
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feedback and here is yours in capital letters
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because we are addressing a personal
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buyer who left a review, we are
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very pleased to give positive
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emotions to parents, we hope to be even better in the future
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and so we did in the case pierre
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cardin added image photos of the
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child mood inspiration but plus
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you can see how the product looks added a
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close-up photo of the logo on the product you
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remember the baby a basic pocket where the
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brand name is written showed
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certificates of product quality they were
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attached photo galleries corrected
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the headings you remember I mentioned that they
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were automatically transferred
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content manager from the invoices,
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what to do, of course, under
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no circumstances added information about the
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brand to the description, studied the search queries, remember the
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summer lightweight children's set,
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completely corrected the product description, but also began,
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of course, to respond to reviews, but now
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the numbers have already appeared here on the screen,
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ready so the same as in the case of claw
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points, this cue is completely fresh, it has
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n’t even had time to collect decent analytics
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to show you, but the numbers are already
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impressive, the average conversion before the
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changes was six and nine percent,
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after the changes it became 18 percent, an increase of
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almost 3 times,
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dear students and here I want to
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make a very important conclusion, the conclusion
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that the card is a product, despite the fact that we
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analyze it from
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emotional characteristics to
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visual characteristics, this is generally
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mathematics, all the changes that we
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make visual content, photo content of
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each content, this is all a direct impact on the
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conversion funnel,
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so no matter what no matter what your guidelines are
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and no matter what description you have,
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we must always approach
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everything analytically and analyze the numbers
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to what extent the changes made
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have a positive effect on conversion; in the
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end, for you and me, this is
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the only correct business criterion for
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everything that we do in the description
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product card brush of our
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plumbing student and MPM colleagues came to us to
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study quite a long time ago when
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the marketplace was just starting
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to gain momentum, but of course, in any
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case, this makes the value of the case no
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less and this is what they had a
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product card and this is what it became
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Let's now look at all the
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innovations that our colleagues introduced, but
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of course they shared numbers and results with us,
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and so they did, of
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course, significantly expanded the photo gallery,
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added rich content, added videos,
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added reviews, but rather, they began
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to stimulate them, they began to give points for
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reviews, and customers began to leave
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reviews with photos added
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trust triggers guarantee from the manufacturer a
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product card appeared expanded their
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service offer you remember the
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service block you can also influence
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this even if you are on
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the marketplace and
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at that time implemented ozone
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in the floor test video consultation is available
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and colleagues also implemented the video
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consultation additional promotion
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and prom.ua to be completely honest, and
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in this case, after colleagues
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completely changed the product card,
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collected reviews, they worked very well on all
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this, they really
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included additional promotion, yes, that is,
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they included banners, are they in favor of
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additional traffic? included all
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those advertising marketing tools
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that nitrogen has, but only after
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they made all the changes to the
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product card and here are the results,
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I remind you how it was and how it turned out and voila,
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please pay attention to these
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numbers, the numbers are very worthy, but what
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conclusion can we draw from this case
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marketing begins with content, there is
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even such a concept as
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content marketing and everything that we
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study in the product card is the basis of
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your marketing promotion, be
00:05:48
it your own online store or
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marketplace, in order to get
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significant growth figures you must first
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make your own case from was to
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became and
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this case case attipas arrived in the training
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course straight from the Ivanhoe school graduation
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graduate Alekseeva Anastasia and what is
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remarkable about the brush from type C type AC
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is a brand of children's shoes because the
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results that you will now see
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were achieved in just a month and
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Alexey in Anastasia’s case, it’s all
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practically adobe, someone helped
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technically with her online store, but this
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is a small entrepreneurial business
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and I want to show you this case,
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dear students, so that those of you who
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may want to, to some extent,
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justify the
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lack of resources, justify what you do
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n’t have to do something with this, that with no resources, let
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Alexey Anastasia’s case inspire
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you to make real changes, this is what the
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product card looked like in
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Anastasia’s store when she came to
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us to study, let’s look at it together
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like this, but we have here that there
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is a product nameplate there is a product
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there is a photo gallery here it is
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posted and here we see what
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photographs are presented here please
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note that we have
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the name of the product choice of size price
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button for the target action of the network do
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we see this button is it differentiated
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visually you see what is written on it
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I personally, no, that is, the
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golden rule is violated here: the
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target action button should be
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visually prominent and
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let’s see what the card has become
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what the product card has become after
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literally one month
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ready voila and that’s
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how it became, well, let’s take a look
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at the photo gallery you can already see with the naked eye
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how the photographs have changed, that
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live photographs have appeared, photos on the
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model, while photographs of the product itself,
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of course, also remain, then let’s look at what
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we have here, but first of all, immediately
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paying attention to how the
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target action button has changed, it is located on
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the right in the direction of the
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user’s eye movement, everything we need it is
00:08:11
differentiated, the font has changed, there was a
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white font, which was not readable now, a
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clear font, there is auxiliary networks,
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here it is, buy in 1 click, but what do
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we have here, and this is a conversion booster,
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how many times have you bought this product, please note,
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dear colleagues, reviews have appeared, here they are,
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stars, and here they are reviews appeared in
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this product card, then here became
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a blog you may also like,
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but it came here not by chance because
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for Anastasia it was very important to increase the
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average check in order to somehow
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compensate even for the cost of delivery
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to because delivery is paid and it was important to
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enter additional products to increase the
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number of goods in the cart, so
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here, directly after the
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product itself, a block of recommendations appears, the
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product is quite acceptable, this is
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normal, let's see how it was and
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how it turned out,
00:09:07
but that's not all we
00:09:10
analyzed only the first screen of
00:09:12
this product card on the available version
00:09:15
had several scrolls, so now
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I’m showing you the second screen, it
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wasn’t originally Anastasia at all,
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it appeared only after
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we made this product card according to the
00:09:28
golden rule, which means giving it right away, let’s
00:09:30
see what appeared here and we’ll analyze the
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product card according to our guidelines this is a
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service block, a service block,
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payment, delivery and fitting, which
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of course, of course, greatly
00:09:47
affects the conversion, secondly, the
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text description has changed, look, please,
00:09:52
you can pause it now,
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please read this text, the text
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is written under all the golden rules,
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firstly, it is divided into thematic
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paragraphs secondly, he tells what are the
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advantages of the brand from type 100 for
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children, the functional properties of this
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product, how this product is produced, where
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it is produced, for whom it is intended,
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that is, all those questions that
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the text description should answer, all these
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questions find answers here,
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further Anastasia asked her The goal was
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to get a sufficient number of reviews
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because I really understood that
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reviews affect conversion and therefore,
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after the status of the buyer’s order
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became the final status of the buyer being delivered,
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a letter was received asking them to
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leave a review for the product and buyers
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actively responded, thanks to
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this it was possible to collect a sufficient
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number of reviews on the product cards and
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two more additional blocks appeared,
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these are related products, that is, this is
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typical from upsells, and at the very bottom of the
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product card, already in the third screen,
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similar products appeared
00:11:06
in case suddenly the buyer does not like the product that
00:11:07
is on the card for some reason,
00:11:09
but how you may
00:11:12
not like this product card and
00:11:15
so Anastasia Alekseeva
00:11:18
made the networks clear from this it all
00:11:21
started this is very important added
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conversion boosters this product was bought a certain
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number of times removed the unnecessary
00:11:28
non-working block share on social networks
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it was there added a photo on the model
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added a photo of the packaging added
00:11:33
additional photos, seriously expanded the
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visual block, added a detailed
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service block with payment, delivery,
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fitting, completely rewrote the description
00:11:43
according to the golden rule, asked buyers
00:11:45
to leave reviews and received them,
00:11:48
after which they added related products
00:11:51
and added product recommendations, well, let's
00:11:54
see the numbers, I'm worried and it was like that,
00:11:59
but now no longer in pictures but in
00:12:01
numbers and so that’s how it was analytics
00:12:05
and for the
00:12:07
month of April this is April 2021 so you
00:12:11
see the conversion rates here you
00:12:14
see the traffic the amount of traffic to the site
00:12:16
here the number of orders here the revenue and
00:12:18
here the conversion rates and now how
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it became May that is, exactly 1
00:12:24
month has passed, the amount of traffic has even
00:12:26
decreased a little, but look, the
00:12:29
conversion has almost doubled, but the
00:12:33
revenue accordingly at this stage,
00:12:36
dear colleagues, but applause to
00:12:38
Alekseeva Anastasia and all
00:12:40
entrepreneurs, take an example, do
00:12:44
test hypotheses, check,
00:12:47
enrich your product card,
00:12:49
invest your product card and the
00:12:51
results will definitely be
00:12:53
colleagues attention assignments for you
00:12:57
students came to us and said the cream is not
00:13:00
selling well, I suggest you answer the
00:13:05
question why this cream is not
00:13:08
selling well, of course we analyze
00:13:10
only the product card, you
00:13:13
can now download this product card from our
00:13:16
educational platform as a task to
00:13:18
look at it carefully,
00:13:20
consider it and then present your
00:13:23
analysis, in order to carry out the analysis
00:13:27
you will be presented with this checklist
00:13:30
where the constituent elements of
00:13:32
the card are listed and
00:13:33
you need to use the example of a cream to see
00:13:35
what changes you would add, what to
00:13:38
remove and what to add if suddenly it seems to you
00:13:40
that there are not enough fields here, then
00:13:42
you can add and add something here in the task form,
00:13:44
in general, I leave
00:13:47
everything to your will, analyze
00:13:53
[music]

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