Zara Why Did Tmall Flagship Store Sell Well?

For small and medium-sized shops, page design is of course crucial, but according to Saul's four or five years of operation experience, it is absolutely not the beauty of pictures that determines the conversion rate.

The big costume from Spain is selling well all over the world. Even under the domestic line, the girls must go shopping.

Look at the above picture, do not understand, yes, this is the front page design of the world's big Tmall flagship store, which is really amateur, but its conversion rate is very high.

Saul's view is that brand is more important than marketing, marketing is more important than conversion, and conversion is more important than traffic.

Zara flagship store, just one of the cases, I'd like to say, so many big Tmall cards

Page vision and design experience are very poor, such as Vero moda, Slade, etc.

For the first Pathfinder, the details page is mostly white map (I improved a lot later). Why is the conversion rate still super high?

In fact, their conversion rate is not based on page design, nor on Tmall, but on the offline basis. The fundamental reason for the conversion rate of these big shops is the accumulation of brand and product reputation over the years.

Just because buyers have experienced the product of this brand, they also deeply love the big cards in their hearts. So even if you have Zara store baby details page, there will be two pictures on the day, one is the tiling map, the other is the number map, and she will buy it, as long as you see clearly this is the dress.

For Sollejo, for the big name, page design is a icing on the cake, but for pure Tmall shop, it is the decisive factor.

There is no need to take pictures of the whole world for UI's vision, for example, all the world is taking pictures. Their conversion rate is models and styles, while the conversion rate of Zara is brand and feeling.

So what is the pformation thinking of the details page? First of all, buyer psychology is from top to bottom, from perceptual to rational, and then to perceptual process, just like love, from acquaintance to acquaintance, and finally to each other.

So are these 12 stages of model drawings +8 detail drawings at each stage?

These can only account for 30% of the whole work. It's very basic. Just invite a beautiful model, and ask a good photographer. If you only know these things, baby pformation will definitely not come.

Saul thinks that it is more to explore the feeling of customers from every point of sale.

Buyers buy products, but what they want is the feeling that they bring to buyers. So they should be constructed and expressed step by step, that is the marketing pformation page.

Of course, even if you are a big player, you should also pass the design of the electricity supplier's page at least, so that the online shopping experience of Tmall buyers will be promoted very high. I told my trainees that you should send your resume to Zara for interview. This shop has too much room for improvement. It is very suitable for individuals to follow the development of brand. Just looking at the surface, I can put forward 50 suggestions for optimization at one time.