2. Let’s look at the secrets behind
Content Production which will allow you to
offer your products quickly and successfully
onto Lazada and start selling!
4. WHY IS CONTENT QUALITY IMPORTANT?
Content production is very important for e-commerce.
SKU VISIT PERFORMANCE SKU SALE PERFORMANCE
Delighting, entertaining and supporting content will make customers
love and buy your products, which results in amazing increase in sales.
Good content quality leads to higher number of product visits, to better quality
perception by the customer and to higher revenues.
5. CONTENT PRODUCTION FOR MARKETPLACE
CAN BE CONDUCTED IN 2 WAYS:
CONTENT PRODUCTION BY SELLERS CONTENT PRODUCTION BY LAZADA
Sellers produce
content in Seller
Center1
Quality control
By Lazada
2
Stock availibility
check
3
Product
Information
gathering1
Pre Quality
Control
2
SKU Creation
3
4
Stock availibility
check
5
Post Quality
Control
6. CONTENT PRODUCTION BY SELLERS
USING SELLER CENTER
WHAT IS SELLER CENTER?
Seller Center is the system for Marketplace business.
It enables Sellers to have full control over their products,
including producing content on their own.
Visit this link for a full tutorial of using Seller Center to create new products:
http://www.screencast.com/t/J7UoE6wuOqPZ
7. WHICH PRODUCT INFORMATION IS
EXPECTED BY YOUR CUSTOMERS?
Brand
Product Name
Main Picture
Additional
Pictures
Price
Color
Product
Specifications
Long
Description
Number of items
in package
Short
Description
Shipping
Supplier
Name
Warranty
8. WHAT ARE THE QUALITY REQUIREMENTS
FOR CONTENT WRITING AND IMAGES?
9. Seller SKU Code Number
Product name (according to naming
convention)
Package content
Product dimensions
Long Description (75 to 500 words*)
Short Description (at least 3 bullet points
and follow category specific requirement)
Normal selling price
Special selling price (if applicable)
Shipping fee (if applicable)
No Warranty;
Geographical coverage (Options):
local
national
regional
international
Type of warranty
Length in months
Product information is exhaustive and
correct
Tonality (persuasive, coherent and
calls to action)
No writing errors
No false promises!
PRODUCT DETAILS
PRICE DETAILS
WARRANTY DETAILS
WRITING DETAILS
CONTENT WRITING
IF ANY OF THESE INFORMATION IS MISSING,
THE SKU RELEASE MIGHT BE DELAYED OR SUSPENDED
10. CONTENT WRITING
PRODUCT NAME CORRECTLY FOLLOWS NAMING CONVENTION
PRODUCT CATEGORY NAMING CONVENTION
Auto motive, DIY &
Gadgets
Brand + Model + Type
Cameras Brand + #MP & #x Optical zoom + Model ####
Computer & Laptop Brand + Model + CPU (Type) + Screen Type
Consumer Electronics Brand + Series Model # + Type Category
Television Brand + Display size with ” + Display type + Color + Series
Model
Fashion Brand + Model/Style + Type
Health & Beauty Brand + Model/Series + Type + Weight/Quantity/Size
Home & Living Brand + Type + (Quantity)
11. CONTENT WRITING
PRODUCT NAME CORRECTLY FOLLOWS NAMING CONVENTION
PRODUCT CATEGORY NAMING CONVENTION
Home Appliances HA Small: Brand + Type + Model # + Capacity
HA Big: Brand + Size + Type + Model #
Media, Games & Music Brand + (Line/Series) + Type
Mobile & Tablets Brand + Model + 2 Key Features
Sports & Outdoors Brand + Model/Style + Type
Toy, Kids & Babies Brand + Model + Type
Watches, Bags &
Accessories
Watches: Brand + Collection Type + Gender + Model
Bags & Accessories: Brand + Model/Style + Type
12. CONTENT WRITING: SOME EXAMPLES
OF CORRECT NAMING
Sony Cybershot 12MP & 5x optical zoom - ModelDSC-W710 (Pink)
Apple MacBook Pro MD101LL/A – Core i5/ 13.3” / 2G
Guess Sarahlee Tank Top (Orange)
Miniature Sound of Music Ladies’ Watch (Black)
Fujidenzo 5.8 cu. Ft Direct Cool 1-Door Refrigerator RSD-60P SL (Silver)
13. CONTENT WRITING
Correct number of bullet points required for each category
PRODUCT CATEGORY Minimum number of Bullet Point
Auto motive, DIY & Gadgets 3
Cameras 3
Computer & Laptop 5
Consumer Electronics 4
Television 4
Fashion 4
Health & Beauty 4
Home & Living 3
Home Appliances 5
Media, Games & Music 3
Mobile & Tablets 5
Sports & Outdoors 3
Toy, Kids & Babies 4
Watches, Bags & Accessories 5
14. CONTENT WRITING: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
DOs! Exhaustive and interesting bullet points
DON’Ts! Not clear and appealing bullet point description
15. CONTENT WRITING: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
DOs! Exhaustive and interesting long description
DON’Ts! Not interesting nor exhaustive long description
16. WHAT TO CONSIDER WHEN WRITING
PRODUCT DESCRIPTION?
EXHAUSTIVE COPY outsells short copy
The more space you have to lay out your argument, provide adequate
evidence to support it, and fully explain the offer and the warranty, the better the
chance it will result in a sale.
Be careful! Being exhaustive doesn’t mean being wordy. The rule of thumb is
to keep your copy as short as possible and as long as necessary.
Remember the KISS rule – Keep it short & simple.
17. WHAT TO CONSIDER WHEN WRITING
PRODUCT DESCRIPTION?
BENEFITS outsell features
Will purchasing this product make my life easier or more enjoyable?
Will this make me look younger and more beautiful?
Will this save my time?
Instead of the amazing features, give your customers answers to these questions and
see your conversion rate skyrocket.
Customers don’t want to know sport car comes with leather seats, they want to
know that it will make them sexier and richer than they are now.
Features: Characteristics that describe your product or service. Things that make your
product unique.
Benefits: “Functional Product” – what your product actually does for your customer
For most products it’s likely that customers will already be aware of the main features.
Try to include the factual information and specification in bullet points, so that the
description can be used to persuade the customer to make a purchase.
18. WHAT TO CONSIDER WHEN WRITING
PRODUCT DESCRIPTION?
TARGET a specific AUDIENCE
Ask yourself:
What do I know about my customer?
What is my customer interested in?
What does he/she wants from the
product?
You’ll have a lot more persuasive power if
you can target a specific audience rather
than people in general who might be
interested in the product
19. WHAT TO CONSIDER WHEN WRITING
PRODUCT DESCRIPTION?
SEO friendly
You should always keep SEO in the
forefront of your mind. Skipping the basic
of SEO will prevent you from fully maxi-
mizing revenue a opportunities. How to be
SEO friendly?
Repeat the product name in long
description at least twice
Get keywords that customers
usually search for in the description to
increase your website hits.
$$$
S
E
O
Basic search engine optimization (SEO)
is fundamental and essential. SEO will
help you position your website properly
to be found at the most critical points in
the buying process or when people need
your site.
20. WHAT TO CONSIDER WHEN WRITING
PRODUCT DESCRIPTION?
CLEAR FORMATTING
The content should be catchy and easy to read. Use short paragraphs, bold text, imag-
es, videos, etc. to make the text visually appealing. Customers don’t need huge blocks
of text as this makes information hard to scan and digest.
21. IMAGE PRODUCTION
TECHNICAL NEEDS
PRODUCT POSITION
IMAGE PRODUCTION
Minimum dimensions: 600x600 pixels
(850x850 pixels is strongly recommended)
JPG format
File name is the SKU Number example
12345red-1, 12345red-2, 12345red-3
Between 3 and 8* images per SKU, e.g.
front view , side view, back view,
interesting details, logo
In the center of the image
Clearly in focus, no drop focus or bokeh
effect and cover a minimum of 80% of
the size of the canvas
Background Colour close to White
Reflections should be avoided
e.g. Camera, Room Setting, People
Watermark not allowed
Graphics, logo or text not allowed
Product is unwrapped, clean and free
from dust or finger prints
Colour of the product matches with
colour in the descriptions
* Please note the category specific requirements listed in the MP
Seller Guideline
IMAGES WITH PEOPLE IN
Image containing person is not allowed
(except for some categories*)
‘Model release’ is compulsory required for
images with people in.
http://en.wikipedia.org/wiki/Model_release
IF THESE DETAILS ARE NOT SUBMITTED CORRECTLY,
THE SKU RELEASE MIGHT BE DELAYED OR SUSPENDED
22. IMAGE PRODUCTION: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
ONE PRODUCT PER PAGE NO MULTIPLE PRODUCTS
DOs! DON’Ts!
23. IMAGE PRODUCTION: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
RIGHT SIZE
Minimum 600 x 600 px
WRONG SIZE
Too small with too much white space
DOs! DON’Ts!
24. IMAGE PRODUCTION: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
WHITE BACKGROUND COLORFUL BACKGROUND
DOs! DON’Ts!
25. IMAGE PRODUCTION: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
CLEAN IMAGES NO WATERMARK OR TEXT
DOs! DON’Ts!
26. IMAGE PRODUCTION: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
GOOD QUALITY IMAGES NO LOW QUALITY IMAGES
DOs! DON’Ts!
27. IMAGE PRODUCTION: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
DOs! DON’Ts!
CLEAN IMAGES IMAGES CONTENT PERSON
(except for some categories*)
* Please note the category specific requirements listed
in the MP Seller Guideline
28. IMAGE PRODUCTION: SOME EXAMPLES ABOUT
WHAT TO DO AND WHAT TO AVOID
FILE NAME = SKU_#.jpg
Correct naming:
AR585FAACBGMVNAMZ_1.jpg
AR585FAACBGMVNAMZ_2.jpg
Wrong naming:
abcWatch_black.jpg
DOs! DON’Ts!
29. WHAT TO CONSIDER WHEN
PRODUCING IMAGE?
WHITE BACKGROUND
Images that have products with white background
will draw more attention from the viewers. It is easy
to set up your own white background when doing
photo-shooting
30. WHAT TO CONSIDER WHEN
PRODUCING IMAGE?
Place the product on white paper (large enough
to surround the product),
Lean against a solid background and create a
curve (tape down if necessary).
Use a camera with built in flash
Adjust exposure until you see a clean white
background on your image (On full auto, the cam-
era may be tricked and produce a greyish back-
ground, use exposure compensation or a manual
setting to avoid this.)
31. WHAT TO CONSIDER WHEN
PRODUCING IMAGE?
RECOMMENDED CAMERA
SETTING FOR USING FLASH
ISO 200
Aperture 12
Shutter Speed
125th/second
Use of a Tri Pod is recommended
32. EDIT IMAGE
Using image manipulation software can help in the production of clean, sharp and well
exposed imagery, commercial version are available such as Adobe Photoshop or
Adobe Lightroom, however there are free online software tools http://www.hongkiat.
com/blog/photoshop-alternatives-another-14-free-image-manipulation-tools/
WHAT TO CONSIDER WHEN
PRODUCING IMAGE?
33. RESEARCH ON LAZADA STYLE
A quick research on Lazada will help sellers
to have references in shooting angles and
the best ways to present the details of the
product according to Lazada style.
WHAT TO CONSIDER WHEN
PRODUCING IMAGE?
