Product information is essential online. We can’t feel and hold physical products online. This post analyses how you can market product information to increase a customer’s knowledge. After all, knowledgeable consumers feel powerful.
Product information and marketing
Marketing product information is vital because your customers get to find out what a product is and does. The 6 tips below will help empower your audience with knowledge:
- Product language. Don’t use generic words like “large”. Instead give specific information, for example 10mm or 1 inch, to build knowledge.
- Photos, a specific element of UX, are processed quicker than text and help browser’s build quicker product insight. Use fast loading, web saved, photos. Take clever and up-close snaps, perhaps, with a zoom function. Including attractive facial photos get more attention — especially for first time visitors.
- UX. People first, purchaser’s second. Colour contrast, typography, language and resized photos are great places to start.
- Showcase your expertise. Use product information to illustrate your product’s expertise. What does it do? How does it do it differently? What special features does [product-y] have?
- The marketing mix, and for the purposes of this post solely, includes, for example, product and price. You cannot and should not write an excellent product information for a poor product. Product information and price are crucial because most of us have budgets and prices in mind. Match your product’s information with the product and price.
- Web psychology. Product information sells your product but you can enhance this selling process by, for instance, getting customer reviews and product ratings. Web psychology builds trust, persuasion and therefore influences whether or not a person will purchase a product.
This summative list needs to be researched further in order to fully implement the suggestions. Researching pricing and pricing strategies, for example premium pricing, skimming or penetration is key to marketing. Setting a good price requires strategy, and therefore, researching pricing is vital.
There are different types of online shoppers. Marketing campaigns should take this into account in, for instance, user personas and strategy building techniques.
It is useful to improve eCommerce web sites’ trust and professionalism, such as, including privacy statements and order tracking. You should also make your site information rich: Information architecture, linking to social media accounts, researched content, usability and functionality all help provide an information rich site.
Do you work in marketing? What is your best piece of advice for creating product information? Tweet Gerald or comment below.
Posted by Gerald Murphy
- Grocock, A. (2008) Foucauldian principles and issues of homelessness. In Occasional Working Paper Series. 1(1) pp. 1 — 22.
- Murphy, G. (2013) 4 ways to improve eCommerce sites.