Selling with more than features and benefits
If you run an E-Commerce shop that serves a print catalog, you know how hard it is to find the time to build out more content about your products. After all, there’s all that lovely copy from the catalog, right?
Robbin Steif has a brief (and real-world) example of why E-Commerce folks should go the extra mile to take advantage of the biggest asset of their website - real estate!
Selling with more than features and benefits:
This is the same issue I saw last week in user testing. We had a site with product after product, and they were so similar. The owner certainly understood how and when to make a selection, because he knows the product selection intimately. Some of the users, however, were overwhelmed. He needed to tell them when to choose each one — just like Melitta needed to tell me how to choose a flavor of coffee.
[via: LunaMetrics]
Tell a story. Romance your products. Explain, in-detail, why someone would want to buy your product and how they might use it. Or even better, make it possible for customers to tell their story too.
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