We share the subtleties and nuances of creating product cards for marketplaces: from mirror selfies to using AI technologies.
What are product cards for marketplaces
Creating cards for marketplaces
Text content of cards
The visual aspect of the cards
Services, programs and templates for creating cards
Expert advice
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What are product cards for marketplaces
Table of Contents
A card on a marketplace is actually a product page on the platform’s website, a mini-showcase where a specific product is displayed. The main task of a product card is to generate sales. In fact, this is one of the main sales tools: the number of sales largely depends on how the card is designed.
The product card includes the following:
Product name.
Price – usually placed in the upper right corner.
Visual content – photos, videos, animation.
Product characteristics and properties – for example, color, size, material, configuration, information about the manufacturer, etc.
Additional information about the product – for example, a detailed description of the product or customer reviews.
The product card should be as informative as possible and answer all questions about the product. In this case, a potential buyer will be able to easily make a purchase decision.
When designing cards, you need to take into account different types of users: for some, this particular product and its price are important, while for others, more emotional, the visual is important, that is, the visible image of the product and its advantages. Therefore, the main task of the card is to satisfy the request of the maximum number of potential customers.
But creating sales cards is not enough to conquer the market – you need to be able to analyze the audience and competitors, test business hypotheses and look for growth points. The course “Marketplace Manager” will help you master these and other subtleties . The first four topics are available for free, you do not need to link a card.
Creating cards for marketplaces
Creating and designing a card is the second stage in sales, which comes immediately after calculating the unit economy. You can start working with the card in parallel with the purchase and transportation of goods, that is, even before they physically appear in the warehouse.
It is important to distinguish between two concepts:
creating a card is a purely technical process that takes 1–2 minutes;
card design – work on the visual and text content, which can stretch out for weeks.
The product card is usually prepared by the marketplace manager or, if it is a small business, by the entrepreneur himself. Technically, the process of creating a card in your personal account is not complicated – a couple of minutes is enough.
Let’s consider one of the possible options for the process of creating a product card step by step:
Step 1. Technical creation of the card
The manager creates the card, records the characteristics of the product received from the supplier, fills in the fields with the name and description.
Step 2. Photo production
To get a high-quality photo of the product or a video with it, the manager draws up a technical assignment for the photographer and sends the product for a photo shoot.
Step 3. Developing visuals and content
In parallel with photo production, the manager gives the designer the technical specifications for creating infographics and card designs, and the copywriter for writing the text. Ideally, after 3-4 days, the photographer gives the finished photos, they go to the designer, then another 3-5 days are spent creating visuals and infographics.
Step 4. Assembly
By this point, all technical characteristics of the card should be filled in. Then the manager adds photos and text — the product card is ready.
Sometimes the manager does all the work himself: photographs the goods, develops the design, makes infographics and writes the text. Large sellers prefer a professional approach, when each specialist is responsible for his part of the work. In particular, the manager analyzes the market and draws up the technical specifications, and the designer deals with the visuals.
Artificial intelligence helps managers simplify their work and reduce the time it takes to design a card . It is used to generate not only texts, but also images: for example, when selling clothes, an employee is photographed instead of a model, and then the photo is processed using AI. As practice shows, the conversion rate of such cards is higher than that of those created using classical photo production.
Text content of cards
The text content of the card consists of the name of the product and its description. They need to be written taking into account popular SEO queries for this product category. You can check their frequency using Yandex Wordstat , Google Trends and other similar services.
The SEO description itself is important not just for the sake of it, but so that potential buyers can read it. This means human language and meaningful text, not a list of keywords and triggers.
Before you start filling the card with text, you need to read the descriptions of your competitors and see what they do. Another important source of information is negative reviews: for example, buyers write about wrinkled bags, torn packaging and unclear instructions in English. These complaints are a call to action, a way to increase the cost of the product and differentiate yourself from competitors. It is enough to make more reliable packaging, translate the instructions into Russian and add this information to the description so that, all other things being equal, the buyer chooses you.
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The visual aspect of the cards
The product card needs a visual – this can be a photo, video, infographics or animation. All options should be:
● high-quality – blurry photographs or poorly assembled infographics will only put off buyers;
● useful – carry a semantic load, demonstrate the product, its properties and features, show examples of use, etc.
Techniques for creating non-standard and inexpensive visual options for a card:
● Cards with photos in the style of mirror selfies give a good conversion. The advantage of such images is that you do not need to contact a photographer and spend money on photo production. A manager can quickly make them themselves in the office or at home, it is enough to find a light wall, a mirror and an iPhone.
● Another option for creating images for a card is to take a photo of the product yourself, either indoors or outdoors. You can try adding animals to the frame – this way the images will attract more attention than with the standard placement of the product on a white background (the so-called “product in a vacuum” option).
The right design should have depth so that the potential buyer gets involved, remembers the product and wants to buy it. For example, a person is looking for a diary and sees a lot of standard cards with photos of notebooks either in a vacuum or on a table surrounded by office supplies. A good seller will think about what target audience the product is intended for and what mood can be conveyed in this situation. He will take a photo in an interior, with a model in a wicker chair, in warm-colored clothes, with a cat in the background, that is, create an image for his product. Such a card will most likely stand out from hundreds of similar ones.
Services, programs and templates for creating cards
Experienced managers can apply for a card in their personal account on the marketplace or use one of the specialized programs. Let’s list the main ones.
Figma. The leader among graphic editors for card design. It is easy to master even without design skills: a clear interface and a friendly community simplify the learning process.
Canva. A popular graphic design tool that allows you to create attractive images for product cards. With an intuitive interface and a variety of templates, even beginners can quickly create unique designs, including infographics.
SellerCard. A service constructor that includes a convenient editor, ready-made layouts, collections of icons, decorations and infographics. A large library of blank elements and the ability to convert a ready-made card to the desired format will simplify the work process.
WBCard . Another online constructor that contains a lot of infographics design templates and its own photo stock. The interface is more complex than SellerCard, but if you know Figma and can work with layers, everything will work out.
Supa. The service with a yellow duck in the logo allows you to quickly create infographics and video covers using ready-made templates. The library also contains icons and other elements.
As for using templates to create cards, the manager can use internal tools in the personal account on the marketplace, ready-made templates in the community or in the card designer.
Another way is to use corporate templates in the style of the brand. This can be just a frame, or corporate colors, or a corporate style in general consisting of several elements.
