Global Selling Store Optimization Guide Part 2: Product Presentation & Website Structure
A comprehensive guide to daily store optimization for global selling beginners - Part 2: Product presentation and website structure optimization.
A community member urgently requested this update, and as a humble blogger with 20k followers, I had to deliver! I worked through Sunday to complete this (this person promised to like, share, and comment).
The previous article covered two important topics:
Simply put: Positioning (Core) and VI/UI (Appearance). Positioning is paramount - once your positioning is clear, all subsequent optimization, operations, and marketing fall into place. VI/UI and operational work can be outsourced, but positioning is something only you can define.
If you don't understand, please read and re-read the previous article. I'm sharing seven years of brand marketing experience here for free.
Now we'll dive into practical optimization content. This article covers: Product Presentation (Body) and Website Structure (Skeleton) (expect at least 4 parts in this series).
Product Presentation (Body)
In e-commerce, products are our foundation. Poor product presentation directly undermines everything! Whether individual sellers can succeed and differentiate themselves largely depends on how products are presented on landing pages.
(Note: I'm not discussing physical product development here, as most global selling individuals don't develop original products. This is beyond my expertise anyway.)
Let's start with these optimization points:
Product Images
Do: White background images + real lifestyle shots + authentic UGC photos + detail shots (consistent visual sizing)
Don't: AI-generated images / long images / rendered images / text-heavy images / mixed text and image layouts / promotional clutter / inconsistent visuals
Tools: Canva is enough! Stop chasing every new AI tool or "magic solution." The background removal, eraser, and text features are sufficient.
Product Titles
Do: Brand name + core keywords + attribute words + scenario words
Don't: Keyword stuffing / too long / mismatched with images / all uppercase
Product Descriptions
Do: Structured content + pain points + solutions + use cases + specifications + FAQ
Don't: Large text blocks / no structure / no focus / copy-pasting supplier descriptions
Product Reviews
Do: Authentic reviews + photo/video reviews + featured photo reviews
Don't: Fake reviews / all 5-star / reviews without images / reviews unrelated to product
Website Structure (Skeleton)
Website structure is the skeleton that determines whether users can smoothly browse and purchase. Good structure helps users quickly find products and complete purchases.
Navigation Structure
Do: Clear categories + reasonable hierarchy + breadcrumb navigation + search functionality
Don't: Too many levels / confusing categories / no search / unclear navigation
Homepage Layout
Do: Brand story + bestsellers + new arrivals + promotions + trust elements
Don't: Information overload / no focus / no brand identity / only promotions
Product Category Pages
Do: Filter functionality + sorting options + product comparison + quick view
Don't: No filters / too many products without pagination / no sorting / slow loading
Checkout Process
Do: Simple checkout flow + multiple payment options + clear shipping info + order confirmation
Don't: Complex process / forced registration / hidden fees / no order confirmation
Trust Elements
Trust elements are key to improving conversion rates, especially for new stores.
Essential Trust Elements
- Contact information (email, phone, address)
- Return and exchange policy
- Privacy policy
- Payment security badges
- Social media links
- Customer reviews
- Media coverage (if available)
FAQ Page
Optimization is an ongoing process. Don't expect to complete everything at once. I recommend spending 1-2 hours per week checking and optimizing one aspect, gradually improving your store quality.
