What is Ma Bian Tu

What is a Ma Bian Tu? Most people are confused when they first hear this term. If you want to know more about Ma Bian Tu, please read the following carefully and you will get the answer. This article explains in detail what Ma Bian Tu is, how to make it, and what effects it has. It is recommended for people who want to understand the e-commerce industry.

Let me ask you a question first: What is Ma Biantu? Those who understand may smile knowingly, while those who don’t may be completely confused.

In fact, Ma Bian Tu is a term used in the e-commerce industry. Do Taobao and JD operators know what Ma Bian Tu is? Not necessarily. If you ask Pinduoduo operators if they know what Ma Bian Tu is, they may say: Don’t talk nonsense, I have never done Ma Bian Tu.

Combining Ma Bian and Ma Bian into one is a scam, to put it bluntly, it is a click-bait picture. It is impossible to find out who was the first to make the Ma Bian picture, but one thing is certain, the first operator of the Ma Bian picture must be an experienced e-commerce operator.

Don't think that Ma Bian's pictures are very low-level. The so-called simplicity is the ultimate truth. It is such a simple thing, and it is also an insight into human nature. It can only be done by mastering the rules of the platform. Experts often beat competitors one by one in seemingly ordinary moves.

1. What are the benefits of Ma Biantu

First of all, the platform severely cracks down on Ma Bian pictures and does not encourage them. Everyone should be able to realize that anything that is suppressed by the official must be bad behavior. The biggest disadvantage of Ma Bian pictures is that they induce clicks and affect user experience. But what is poison to you may be honey to others. It is a bad thing for the platform, but a great thing for the seller .

Before talking about the benefits of Mabiantu, everyone should know the rules of the platform. The platform values ​​only two data: click-through rate and conversion rate. Improving the conversion rate requires improving internal strength or reducing prices, which is difficult.

What about increasing the click-through rate? It's just a picture, and the operation is much simpler. With the increase of click-through rate, you can get much more traffic than your peers, and even a steady stream of natural traffic. To put it in a more vivid way, this is like giving money to everyone.

So how to increase the click-through rate of the main picture? Here we have to talk about the weakness of human nature, and 20,000 words are omitted here. Because of the weakness of human nature, playing word games and promising that the product can achieve unexpected results after use, giving gifts far greater than the value of the product, etc., will attract people to click in and take a look. Even if they obviously don’t believe it, they will still click on it, just in case it’s true? This is the human mentality of luck .

For example, if you buy a cup and get a Mercedes-Benz for free, even if you doubt the authenticity of the event, you will click in to check it out without hesitation. What if it really happens? Right?

2. How to make a horse flat map

First of all, I have to tell you some bad news. Now the platform no longer allows the production of pictures of Ma and Bian. Once suspicion of Ma and Bian is found, the person’s rights will be demoted at the very least, and at the worst, his funds will be frozen.

Since we can no longer make Ma Bian pictures, what is the point of talking about Ma Bian pictures in this article? Next, I will tell you a good news. Although Ma Bian pictures can no longer be made, we can still make micro Ma Bian pictures .

Weimabian is a continuation of the idea of ​​Mabiantu, but it takes a more formal and correct approach. Although the form of expression is exactly the same as Mabiantu, the copywriting is more authentic and not fake, so the platform defaults to it.

Although Wei Ma Bian is not fake, its effect is comparable to Ma Bian. If the click-through rate of your main picture has not been increasing, then study Wei Ma Bian, which will definitely make you gain a lot.

How to make a micro-horse flat picture? I think the most difficult part is the copywriting. Pictures are easier to make, but the main thing is the copywriting. What kind of copywriting can impress buyers and make them click in to see it?

There are two ideas here: one is to look at the top 10 competitor links and their main pictures and main copy. I promoted a sunscreen spray and analyzed the main pictures and copy of the top ten competitors. 8 of them were genuine. I knew that there must be high-quality imitations of this product, and users could not tell the difference between the real and the fake, so the main selling point of the merchant was the genuine product.

So how did I make the main picture? The border shows the authenticity of the product in two places, and the main picture shows the authenticity in the middle. The main picture shows the authenticity of the product in three places, and the product is a high-definition picture (many competitor pictures are blurry). After the main picture came out, I opened the static creative, just one picture, and the search click rate was stable at 20%, and the bid was low from the beginning, and it was so high that I didn’t even need to drag the price. It really took off with one picture and one link.

The second idea is relatively more difficult, and it requires user demand analysis. You can look for user questions and answers in the comment area of ​​a popular link on a certain website to see what questions users ask most frequently . Pay special attention to those high-frequency questions, as they may be the copywriter for your micro-marketing flat picture .

For example, for a certain sunscreen, the most common question users ask is how effective it is. So when drawing a picture, put four big words: high sun protection, which will definitely attract a lot of attention.

My suggestion is that e-commerce novices should use the first idea, and e-commerce veterans should use the second idea. E-commerce novices and veterans have different understandings of user needs. Veterans can see user needs at a glance, know what the user's pain points are, and know what kind of copywriting can hit the user's itch points and generate clicks.

It is better for e-commerce rookies to follow the old drivers in the early stage. By imitating the copywriting of the old drivers, testing pictures, and observing the data trends, they can gradually form their own cognition, so that they can smoothly transition to the ranks of old drivers. Don’t do e-commerce operations for three or four years, and then you don’t even know how to make a main picture with a high click-through rate. You need to reflect on yourself .

3. How to measure the effect of Ma Biantu

In many cases, the pictures we think are good may not be really good; the pictures we think are unremarkable may actually have great effects.

I don’t understand why the click-through rate of many main images on the top best-selling lists is so high. Because we are not buyers, we don’t have a sense of immersion. When we really want to buy a product, we will know why we want to click on this picture so much.

Since subjective judgment is inaccurate, we have to judge objectively. The most common entrances I use for testing pictures are: scene static and whole station static, because these two places have a large exposure and the click rate is easy to measure.

Images can also be tested through searches, but searches have low exposure and a small base. If the image does not have a very obvious advantage, it is not easy to tell whether it is good or bad.

At least four pictures are required for a link micro-marathon. My idea of ​​drawing pictures is: the same picture with different texts, the same text with different pictures . Some pictures are good-looking and attract people to click, and some are accurate in texts and attract people to click.

Therefore, it is perfect to find a picture with both attractive text and pictures. I have made a picture of body cream. There is no text in the whole picture, only a model and the product. The effect of the scene is also quite impressive, mainly because the product has texture.

There is a data in the map test. The click rate of search is the highest, followed by the whole site, and the scene is the lowest. The click rate of search is more than 10 points, the whole site is more than 5 points, and the scene is more than 3 points. This is just the beginning.

If your scene can measure a main picture with a 10% click-through rate, don't worry, it won't be long before you see this picture all over the Internet. Because you are too good, sooner or later you will be targeted by competitors. If your data is good, others will definitely learn from it (copy it). I also often learn from the pictures of competitors. Let's learn from each other.

Do you still need to make your own main image? Yes, you can make use of this time difference. If your effect is good, you should harvest it quickly. When your competitors find your high-click micro-horse flat image and try to catch up with you, your pit production will have an absolute advantage. In this way, you get to eat meat, while your competitors can only drink soup (except for price comparison). It’s a good feeling to be chased by others.

4. Final Thoughts

I think Ma Bian pictures are a science. If you collect all the Ma Bian pictures on the platform, you can publish a book, and you can talk about Ma Bian theory for three days and three nights. If you want to make achievements in the e-commerce industry, you must know the design ideas of micro Ma Bian. Don't think it is not advanced. We are talking about results. As long as it can bring orders and does not violate the rules, it is a good picture.

Author: Tiger Talks Operations

Source: WeChat public account "Tiger Talks Operations"