Marketplace shoppers do not read — they swipe. Your card's slides are your sales presentation: within 5–7 screens the shopper should understand what this is, why it suits them, and how it beats the neighboring options. Infographics are the way to pack those answers into images. Here is the slide lineup, the order, and the mistakes.
The Slide Funnel: Screen Order
- Main image — it has one job: the click from search results. Product shown large, one readable point of difference, minimal text: main image CTR is a discipline of its own, tested with an A/B approach.
- Key benefit — one slide, one message: the core "why this solves my problem."
- Decision-making specs — sizes, materials, and package contents shown visually: whatever triggers returns when expectations do not match, show it honestly and large (returns start here).
- Scenarios / before-and-after — the product in real use, its scale shown against familiar objects.
- Objection handling — care, warranty, "will it fit...": take the top questions from shopper questions and competitors' negative reviews.
- Package contents and variations — what is in the box, which colors/sizes are available.
- Social proof — with care: ratings and "shoppers' choice" without invented awards or numbers that get punished by moderation.
Design Rules That Affect Revenue
- The mobile screen is the benchmark. 80%+ of traffic swipes on a phone: text that is unreadable on a small screen does not exist.
- One slide — one idea. Three messages on a screen = zero delivered.
- The product fills the screen instead of drowning in badges: infographics support the photo, they do not replace it.
- A consistent style across the set — fonts, colors, icons: a mismatched look reads as thrown together and erodes trust.
- Honesty. Embellished colors and "improved" properties come back as returns and negative reviews — a card sells twice: before the purchase and after delivery.
The Process: From Brief to Measuring the Numbers
- Collect your niche's questions and objections (reviews, questions, returns).
- Build a storyboard: question → slide → message → visual.
- Design it yourself, hire a freelancer, or use AI tools; what matters is not the tool but the storyboard and mobile readability.
- Verify the effect: main image CTR in ad campaigns, add-to-cart conversion in the card funnel. Change one slide at a time so you can see each one's contribution.
Platform requirements for image sizes and formats are in the reference guides: WB photo sizes and Ozon.
FAQ
"How many slides should a card have?" Usually 5–9: main image, key benefit, specs, scenarios, objections, package contents. Fewer — questions remain unanswered; more — nobody swipes to the tail. Watch view depth in analytics if the platform provides it.
"What should go on the first slide?" Almost nothing: the main image sells with the click, not with text. The product shown large plus one readable point of difference. All the argumentation starts from the second slide.
"Infographics or real photos?" Both: real photos build trust and show scale, infographics deliver quick answers. A card made purely of overlay graphics without real photos loses on trust. Mechanics and fit in motion are covered by video.
"Can infographics be made with AI?" Yes, as long as the product imagery stays honest and readable on mobile. The tool does not matter — the storyboard built from shopper questions does.
"How do I know the infographics are working?" With numbers: main image CTR before/after, view-to-cart conversion, the share of questions the card already answers. Change slides one at a time — otherwise you will not know what worked.
