In today's increasingly important DSR dynamic scoring, how should we, as sellers, optimize our product description to avoid mistakes and improve the rating

1、 Cause: Describe why low scores occur

Just as we seek medical treatment when we are ill, "sick" shops also need medical treatment, but the first thing we need to do is to find out the cause - describe how low scores actually occur?

Psychological analysis of buyer scoring:

The table above briefly lists several situations and reasons (direct or indirect) for the buyer's rating. I believe that many sellers should know about it. Let's briefly analyze and describe the reasons for low scores and no scores:

1) The description is inconsistent with the physical object, which makes the buyer dissatisfied (directly)

A common example is the size of clothes, which is a headache for many sellers. Because there is no good way to show the size, buyers often find that they do not fit when they get the goods, which leads to dissatisfaction.

2) The result does not meet the buyer's expectations due to unclear description (direct)

Another example of cup size is that cups are not like clothes. Clothing users have basic concepts, but cups do not. Therefore, if there is no good comparison, users can only judge according to the perception of the picture, which often leads to psychological differences among buyers. If the seller can take some well-defined objects (such as coins) as a comparison, it will be more intuitive.

3) Buyer dissatisfaction due to uncontrollable factors such as express logistics (indirect)

It is also one of the most difficult problems for sellers: "Why should we pay for the express delivery?" But in the current general environment, this "loss" is still a must. And although DSR has special scoring for express delivery, it is difficult to ensure that buyers will not "vent their anger" to the description, but there is no solution. The key is to see if we can rarely "deal with the aftermath"?

4) Poor after-sales service leads to dissatisfaction of the buyer (indirectly)

The quality of after-sales service is an important factor that will lead buyers to repeat purchases and praise. Since 90% of the early work has been done well, why not make the final 10% the best?

5) Some buyers don't have the habit of scoring, and buyers don't provide scoring guidance

"Why should I score?" - The buyer said

Yes, if the whole shopping is neither surprising nor dissatisfied to buyers, or buyers never have the habit of scoring, why should they score you? Therefore, as sellers, we need to take "inducements" and other means to guide users.

2、 Treatment: how to improve the baby description score

Now that we know the cause of the disease, we will treat it one by one.

1) The description shall be consistent with the real object as far as possible

i. The description should be true and objective

In order to show the uniqueness and extraordinary quality of the product, it is necessary for sellers to exaggerate appropriately, but when exaggerating, they must pay attention to what can be written and what cannot be written. How to judge? Very simple, it depends on whether ordinary buyers can verify.

If it is easy to verify, it must be true, such as whether the mobile phone's capacity is 16G or 32G, whether the clothes are made of wool or cotton, etc. However, if the user is unable to verify under normal circumstances, it can be exaggerated appropriately, such as whether the clothes are 50% duck down or 90% duck down. However, based on the principle of honest transaction, it is suggested that the majority of sellers should take improving product quality as their director. After all, the quality of products can be felt sooner or later, and reputation will accumulate.

Ii. The picture effect is beautiful but not exaggerated

Take an example around the author. The clothes above look good in quality and beautiful. A friend of the author bought them excitedly, but he was disappointed when he received the goods. Fortunately, the seller returned them quickly because the fabric is thin and semi transparent.

This is a typical case where the real object does not match the photo. Therefore, when the seller takes a picture of the product, he should try his best to match the real object with exaggeration on the premise of ensuring its beauty. If the deviation is large, he must use words to explain clearly.

Another big problem with photos is color difference. When shooting goods, sellers must pay attention to the control of ambient light. If there is color difference, they must adjust it later. However, due to the color deviation of the user's display, there will still be discrepancies, so it is necessary to add the following sentence:

Iii. The size information is clearly stated

The problem of size has been mentioned before. Taking clothing as an example, our usual form of expression is:

Although this method is described in detail, it is not intuitive, and because of the different measurement methods of users, it is easy to produce errors. So how should we make up for it? Some sellers began to use the model fitting report:

It can serve as a reference, but it is not clear enough. Here is a Japanese e-commerce website //www.0101.co.jp/ You can refer to the processing method of

(i) Select gender, height and product category

(ii) Compare the effect of wearing clothes of different lengths for the height

Is it much more intuitive? However, because this is the content of the independent mall, there will be some limitations when using it on Taobao, but the SDK can also basically solve the problem. Using this method can largely solve the problem of physical unfitness.

In addition to the basic information of length, width and height, the size of other goods can be marked with a comparison reference chart to give users a more intuitive concept. It should be noted that the object used as a comparison reference must be an object that users have an intuitive and clear concept, such as coins.