Infographics for the marketplace

Definition

Marketplace infographics are a set of visual images and diagrams within a product card that concisely and structurally communicate important product parameters: dimensions, kit contents, usage features, compatibility, and benefits.

How infographics work in a product card

Infographics speed up a buyer’s decision-making by presenting information visually. When a buyer scrolls a product page, visuals are the first elements they notice: if key questions are answered by graphics, the likelihood of clicks and purchases increases. Infographics solve three practical tasks:

• Reducing uncertainty: showing dimensions, materials, and installation conditions lowers the number of chat questions and returns.
• Highlighting advantages: comparisons with competitors, badges like “garranty” or “certified” increase trust.
• Optimizing mobile perception: short visual blocks are easier to read on smartphone screens, where the main Kaspi.kz audience shops.

According to sellers on Kaspi.kz, a well-designed infographic can increase a card’s CTR by 15–40% and lift conversion by 5–25%, depending on the product category and execution quality.

Why sellers need infographics on Kaspi.kz

Concrete business benefits:

• Fewer returns: clear sizing and assembly instructions help reduce returns caused by mismatched expectations — sellers report return reductions of 10–20% with accurate size charts and assembly photos.
• Fewer questions on the card and in chat: sellers note a 30–60% decrease in clarification requests after adding infographics with key specs.
• Higher average search position: behavioral metrics (CTR, time on card) affect ranking, so a 20% CTR increase often yields noticeable visibility growth.
• Improved conversion during seasonal promotions: in sales and Kaspi promotions, buyers pick items with clear graphics faster — critical in high-competition scenarios.

Which types of infographics are effective on Kaspi.kz and examples

Below is a list of infographic formats with concrete examples most commonly used by sellers on Kaspi.kz.

• Size chart and fit (for clothing and footwear):
  • Example: a T-shirt infographic showing measurements in centimetres (shoulder width, back length, chest circumference)
  • Tip: include a short note on model size and the size they’re wearing.
• What’s in the box / kit contents:
  • Example: electronics or accessories with a diagram listing each included item and its quantity.
  • Tip: show scale or relative sizes to avoid surprises.
• Assembly and installation diagrams (furniture, equipment):
  • Example: exploded views, step-by-step assembly photos, and tools required.
  • Tip: highlight parts that commonly confuse buyers.
• Technical specifications and ports (electronics):
  • Example: clear block with CPU, RAM, storage, battery life, connector types and compatibility notes.
  • Tip: use icons for ports (USB, HDMI, etc.) so buyers scan quickly.
• Comparison charts:
  • Example: feature-by-feature comparison with top competitors or with other SKUs in your catalog.
  • Tip: keep the comparison focused on the buyer’s priorities (price, durability, warranty, size).
• Usage scenarios and benefits:
  • Example: “How to use” or “Who it’s for” panels showing typical use cases.
• Materials, care and certifications:
  • Example: fabric composition icon set, washing instructions, and certification badges.

Practical tips for creating infographics for Kaspi.kz

• Design for mobile first: ensure each block is readable at phone width; test on several devices.
• Prioritise information: place the most important facts (sizes, compatibility, what's included) in the first 1–2 panels viewers see.
• Use a clear visual hierarchy: headings, icons, and short captions instead of long paragraphs.
• Consistent branding and styling: keep fonts, icon style and color accents unified across all panels to look professional in the gallery.
• Readable typography: choose fonts and sizes that remain legible when scaled down; maintain sufficient contrast between text and background.
• Limit text: replace long descriptions with short bullet points and icons; leave detailed explanations to the description section if needed.
• Save important elements away from edges: avoid placing critical content in areas likely to be cropped by the marketplace’s gallery.
• File format and resolution: export graphics in PNG for text-heavy images and JPG for photo-realistic visuals; optimise file size (see FAQ for specifics) and consider @2x exports for retina displays.
• Localize language and units: use Russian and optionally Kazakh, and local measurement units where relevant.
• Test variations: run A/B tests with different headlines, icons and order of panels to see what increases CTR and conversion.

Common seller mistakes and how to avoid them

• Overloaded slides: too much text or many small elements make the infographic unreadable; keep each panel focused on one idea.
• Tiny fonts: a common mistake that kills readability on mobile; always test at actual display size.
• Inconsistent visuals: mixed icon styles or colours create a messy impression; use a single visual language.
• Low-resolution images: blurry graphics reduce trust; export at adequate resolution and optimise for web.
• Wrong aspect ratio or placement: important info near the edges can be cropped by the marketplace; follow Kaspi.kz image requirements.
• Ignoring local specifics: wrong units, untranslated text or unfamiliar examples confuse buyers; localize content.

Measuring effectiveness: which metrics to watch

Key indicators to track after adding or updating infographics:

• CTR of the product card: an increase indicates better click appeal in search and category lists.
• Conversion rate (views to purchases): the main measure of whether the infographic helps close sales.
• Average position in search results: improved behavioural metrics often lead to better visibility.
• Time on card and bounce/exit rates: longer engagement can signal clearer, more useful information.
• Number of chat inquiries: a drop in basic questions means the infographic answers buyer concerns.
• Return rate and reasons: monitor returns tied to sizing, missing parts, or misunderstandings to see if infographics reduce them.
• A/B testing results: compare variants to measure incremental improvements.

Short checklists for different categories

Clothing & Footwear

• Size chart with measurements in cm
• Model shots with the model’s height and size
• Material composition and care icons
• Fit notes (slim/regular/oversize)

Electronics

• Key specs block (CPU, RAM, battery, storage)
• Ports and connectors icons
• Compatibility notes and required accessories
• What’s in the box and warranty badge

Furniture & Home Appliances

• Dimensions with clear orientation diagrams
• Assembly/installation steps and tools needed
• Weight limits and material callouts
• Care and maintenance instructions

Beauty & Personal Care

• Active ingredients and benefits
• Usage instructions and frequency
• Shelf life and storage conditions
• Allergy and safety icons

Tools & Accessories

• Technical specs and load capacities
• Compatibility/required parts list
• Safety and certification badges
• What’s included and recommended extras

Conclusion

Infographics are a relatively low-cost but high-impact tool for improving product perception on Kaspi.kz. They reduce buyer uncertainty, cut down on questions and returns, and can noticeably boost CTR and conversion when executed well. Start with the most frequent buyer doubts for your category, design mobile-first panels, and iterate using A/B tests and metric tracking. Consistent, localized, and well-structured infographics will pay off both in sales and in long-term product visibility.