怎么样优化商品详情页？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文/钟培军 商品详情页<span style="color: black;">做为</span>展示商品的<span style="color: black;">重点</span>虚拟场所，设计目的<span style="color: black;">便是</span>向顾客推销商品，促成<span style="color: black;">更加多</span>的成交量，<span style="color: black;">亦</span>是传递用户需求与企业服务的重要桥梁。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/71a13f3c5b894e82bd3e0cec779ae822~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=IIbS%2BF%2BsbYT5BP69bElNG1hvU7s%3D" style="width: 50%; margin-bottom: 20px;"></div>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">①页面结构混乱。详情页页面塞得像麻袋<span style="color: black;">同样</span>满，缺乏空白，<span style="color: black;">制品</span>信息胡乱堆积，分不清主推商品主次，<span style="color: black;">全部</span>画面看不出哪部分是重点。糟糕的颜色组合，使<span style="color: black;">全部</span>页面更加<span style="color: black;">显出</span>杂乱无章，直接影响消费者的视觉效果。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/448afc3990e94346a86d619146c3c0ff~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=pQWMLveaJHFV1ZPnPhg%2B7XHc7lU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②商品<span style="color: black;">照片</span>言过其实。商品拍摄理想化，使商品本身的缺点弱化，夸大其<span style="color: black;">优良</span>，误导消费者；商品美化过度、货不对板、夸张的修饰，呈现出来的商品<span style="color: black;">照片</span>与原有实物差异比<span style="color: black;">很强</span>；商品<span style="color: black;">照片</span>劣质<span style="color: black;">显出</span>不专业，<span style="color: black;">不易</span><span style="color: black;">提高</span>信任度。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/cb2b16499bca40c88e0350d6d84d2952~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=5lSQq2%2Fx0DmVgdmxFY9EER4rplM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">③商品文案以企业为导向。消费者在浏览时，总是在找自己想要的商品，购买商品能为自己服务，但<span style="color: black;">实质</span>上<span style="color: black;">非常多</span>商品文案内容都是站在网店经营者的<span style="color: black;">方向</span>来撰写文案信息，例如：商品的功能、商品效用、商品<span style="color: black;">运用</span>说明等。不站在消费者<span style="color: black;">方向</span>上去理解、撰写商品文案。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/4ca8fdafbd814ca4a25d9b2dc576e6c2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=nY173rd%2F4r8fN3dDxYOCGGxNbmQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">④品牌<span style="color: black;">认识</span>淡薄。不借助品牌的内涵、效益，在页面上只是简单的把品牌Logo附上，品牌的内涵不作引导、不作传递，品牌的溢价价值在这些画面<span style="color: black;">基本</span><span style="color: black;">表现</span>不出来。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/2efc5fe2e6af49219ae5747caa7a8e67~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=2Zu0RIXA8wmRuPgvateFwcEzV5c%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">⑤服务信息缺乏。把简单的物流信息、售后信息简单表现，不作重点说明，<span style="color: black;">引起</span><span style="color: black;">非常多</span>消费者在服务上得不到满意的效果。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f08e0577b1434896850a16d6ab518ffb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=D0NBqMwJeoJ1m48eKrpVQAOdtNo%3D" style="width: 50%; margin-bottom: 20px;"></div>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">详情页上每一个元素，<span style="color: black;">包含</span>商品、视觉、<span style="color: black;">评估</span>、促销、服务、客户体验都是跟转化率息息<span style="color: black;">关联</span>的，<span style="color: black;">那样</span>详情页的设计方面就应该与之相匹配，<span style="color: black;">思虑</span>尽可能多的消费客户心理，<span style="color: black;">而后</span><span style="color: black;">按照</span>品牌<span style="color: black;">特殊</span>，将自己规划好的详情页<span style="color: black;">做为</span>模板，在商品发布之初就一次性展示完毕。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/6e0c7e696abd4291a072bb27a7e0fb24~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=4AUhaKSyo5NG6Q0%2BHBhRpUOWOKQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/0c491a7d873848559c1979e655b75e34~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=CXb8678mFj2TfKFjnHl%2FwG7MwSE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，商品详情页并不是一个单独的页面，而是店铺中所有商品页面的总和。呈现出店铺活动、模特<span style="color: black;">照片</span>、实物<span style="color: black;">照片</span>、细节<span style="color: black;">照片</span>、尺码描述、品牌展示等存储。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/eef6f40ff80f4ca0b05d0b72b0d92bcf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=YoW6EJecIqHL5Xzk9GB4LXndSbI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其次，在详情页面布局时要<span style="color: black;">思虑</span>客户在购物时的关注点、视频效果及营销<span style="color: black;">规律</span>，对页面元素进行全方位的展示，<span style="color: black;">明显</span>商品的价值及体验，结合商品文案进行设计页面。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3788a5cbe48e433da2593fd00e6ff75e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=8W%2F%2Fj4pBSFf4mAYlO6aa9b6dVHU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/65567c0442944502bfd39b194c61c068~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=rqZJPvFNxrHUToRjLZuN1umsnRY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商品<span style="color: black;">照片</span>是凸显东西品质以及吸引顾客的最关键法宝，<span style="color: black;">亦</span>是传递商品重要信息的载体。商品<span style="color: black;">照片</span>离不开四要素：一是光线运用、二是背景<span style="color: black;">部署</span>、三是<span style="color: black;">制品</span>摆放技巧、四是<span style="color: black;">照片</span>要<span style="color: black;">明显</span>商品信息。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/c6af2531263744cc91db8f45ef7aa45b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=Fpa6R00keWxUfLrerRJlN3Ee8T0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/e0acb4cb862444ffa1b20b50beb59929~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=UgV13sfm%2B5Gnsxc5dEOsFwsylPk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">切记不要把文案写成<span style="color: black;">制品</span>说明书，商品说明书过于专业，写的很<span style="color: black;">仔细</span>全面，客户不<span style="color: black;">必定</span>全都能理解的。当然<span style="color: black;">区别</span>类商品侧重点有所<span style="color: black;">区别</span>，<span style="color: black;">重点</span><span style="color: black;">能够</span>从以下几个方面来<span style="color: black;">思虑</span>：</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/0b32a1c5fc6143f0ae980e6b8f867bc6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=qMNHOzB0wGrjecU7w5VJI2wweKs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">①价格，性能方面的对比。在对比过程中把<span style="color: black;">制品</span>的卖点给介绍出来。<span style="color: black;">而后</span>顾客会<span style="color: black;">思虑</span>这个商品会不会是质量有问题，这个时间把企业实力，买家<span style="color: black;">评估</span>拿出来晒一晒。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/7f41a1dba873495ea95bbddd933f1e99~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=8MI%2FoV9cuegY6cRT%2BfVcyR6LUFg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②<span style="color: black;">照片</span>与<span style="color: black;">宣传</span>创意。商品所用<span style="color: black;">照片</span><span style="color: black;">必要</span>清晰，<span style="color: black;">因此</span><span style="color: black;">制品</span>拍摄上还是要<span style="color: black;">注重</span>起来，好的商品<span style="color: black;">照片</span>极具吸引力。<span style="color: black;">宣传</span>语在详情页中<span style="color: black;">必要</span>精简，主题<span style="color: black;">宣传</span>语下面<span style="color: black;">能够</span><span style="color: black;">协同</span>小的文字说明，其实<span style="color: black;">重点</span>是起到排版装饰美化的<span style="color: black;">功效</span>，客户基本上很少去<span style="color: black;">仔细</span>观看的。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/53f5be1e280940268aab513003d1472c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=jpcXDZRZEyAx1riSxLcGfJ9Q%2FWo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">③抓住一个核心卖点，重点<span style="color: black;">明显</span>贯穿<span style="color: black;">全部</span>详情页，其他的功能简单介绍，<span style="color: black;">能够</span>从效用、品位、情感、时尚等方面进行诠释。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/51a45574ea1149029c7edf9551d712dd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=QvLRbg4140kNlLvOLDg0KntcHuM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/539fe92e88844ff89c3c0ecf57482e4f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=JAFwvZN3xv6MR1w%2B8udediBvn1U%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好的详情页借助品牌文化、品牌力量，传递理性价值。商品在展示过程中，融入品牌的名<span style="color: black;">叫作</span>、术语、标记、符号或图案，或与它们相互组合，用以<span style="color: black;">明显</span>商品或服务，并使之与竞争对手的商品和服务相区别。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/083a9f7dea0a4651b209b66df885b424~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=XOCxlvlZ%2BUpRsuSG%2BorOr8ewBTw%3D" style="width: 50%; margin-bottom: 20px;"></div>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">店铺除了<span style="color: black;">必须</span>的物流信息、售后<span style="color: black;">保证</span>解答之外，还应强化客服体系在<span style="color: black;">全部</span><span style="color: black;">营销</span>过程中的服务效益。售前咨询、售后服务、问题投诉等一整套沟通<span style="color: black;">途径</span>的<span style="color: black;">创立</span>。完善的客服体系能够<span style="color: black;">极重</span>的<span style="color: black;">加强</span>客服工作效率，让客户找到对的人问该问的问题。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/e232b471c1e246fdb2f6c3fdb054d886~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=weP4BvT%2FBJGz9GX2FzH%2FhX2tMVs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">商品转化率受到<span style="color: black;">非常多</span><span style="color: black;">原因</span>影响，但无论从哪个<span style="color: black;">原因</span>优化入手，商品详情页都是<span style="color: black;">咱们</span>优化的重点。 </p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f630c46006b849b9aab949125db7c206~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723663444&x-signature=TcAdGBEZRlT7Jm0POwUy1EEd0PY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举荐</span>：<a style="color: black;">电商详情页设计（视频教程）</a></p>
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感谢您的精彩评论，为我带来了新的思考角度。 楼主发的这篇帖子，我觉得非常有道理。
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