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There are a number of things that contribute to eCommerce success: a well-designed site, great user experience, and influential marketing, to name a few. But all of those efforts are for naught if your customer doesn’t want to buy your product. One surefire way to get your customer’s attention and increase their interest in your product is through a great product description.
As this blog from Armando Roggio at Practical Ecommerce suggests, if you don’t currently have inspiring product descriptions, learn from others in the business. He highlights two retailers that take different but equally powerful approaches to product descriptions.
The first product description strategy is humor, as illustrated by Dollar Shave Club. Because the product itself, a razor, is fairly straightforward, Dollar Shave Club chooses to entertain, as opposed to inform, the customer. This engages the customer while still giving them an idea of what they are buying.
The second strategy is to use video, exemplified by GORUCK and their high-tech G1 backpack. While this product also seems to be fairly straightforward, it has a high price tag. In order to justify the price, GORUCK provides customers with a four-section product description, which includes a video of all that the G1 has to offer. With so much detail and emphasis placed on the technology behind the product, the customer’s questions are answered and they are more prepared than ever to make a purchase.
This guest blog by Justin King for the Oracle blog encourages B2B companies to remember that while the customer experience should mimic that of a B2C company, the backend ERP processes are very different. As King says, “while companies want to create a “consumer-like experience in B2B”, they must do that in the context of the inherent complexity that exists.”
The complex nature of an ERP system is the biggest differentiator between B2B and B2C, however King argues that it is also what will ensure the same user experience that customers are used to.
Providing a flawless user experience in a B2B environment comes down to transparency into the backend system, placing more pressure on the operations of your ERP. Read King’s article here, and let us know what you think about it in the comments.
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