B2B & B2C Product Management: The Solution is PIM
Do you know the difference between B2B and B2C eCommerce? The two models aren’t as black and white as you’d think. In fact, you’d be...
February 10, 2023
Technical product pages make it harder to determine how best to present product information. You want your customers to enjoy a seamless experience where the information they need is available when they need it. But what do customers actually want? When is it more important to trigger their emotions or focus on the accuracy of the product information? Here, we look at the pros and cons of accurate, to-the-point product pages and visually appealing emotional triggers to discover which approach works best.
If you sell technical products, you want to showcase your product information in an easy-to-digest manner. Because your pages include a host of specific product information, it’s important to ensure customers understand the main features and benefits to help them make their purchase decisions.
The ultimate product detail page should feel like a hands-on shopping experience, so the customer can see the product and learn everything they need effortlessly. Think of your product descriptions as that smiling shop assistant, ready with all the answers that typically lead a customer to the sales counter. The product detail page is the discovery leg of the customer journey and, when well done, becomes your top salesperson on the sales floor.
However, there’s also the risk of your product information becoming the uncomfortably aggressive or overly technical salesperson who shares too much information and chases away customers who are just trying to learn. The balance lies between the accuracy and emotional area of technical product pages to trigger your desired reaction. That is how you ultimately make a sale.
When it comes to technical products, people need accurate product pages that make it clear how a product works. They also want to understand how your product resolves their problems. Your product information is designed to meet customers’ needs yet remain compliant with marketplace information criteria. When selling in marketplaces, you have a responsibility to provide accurate information that can in no way mislead customers.
However, because you have so much information to share, it can be difficult to decide how to lay it all out, so customers see what they need, understand it, and don’t get bogged down by minutia. You don’t want to leave them guessing, but also don’t want them to leave the page because they got tired of digging for information.
Overall, your goal is to provide accurate information that isn’t overly busy and difficult to sift through. In other words, you need to combine information and ease of use.
Technical product pages built from an emotional standpoint present the main highlights of the product, so people see the benefits immediately. However, if the highlights you choose aren’t what the customer expects, finding more information falls on their shoulders. As long as you have easy-to-use navigation that makes it clear where they need to click, this can work out just fine.
When you use this approach, you risk customers not seeing what they need and feeling they have to work too hard to get to it. Without enough information, you’re failing to create a more responsive customer experience so they see what they need during the discovery leg of their buyer’s journey. At this moment, when a customer desires a more feature-heavy, accurate site, that emotional trigger is lost in the frustration of not seeing the information they need.
To create the perfect technical product pages, you need to combine all the components in a user-friendly way. That includes a quick overview of what a product offers and more in-depth, accurate information that answers customer questions. Therefore, the perfect page uses accuracy and emotion together, including:
Including these elements in your product pages strikes the perfect balance between emotion and accuracy for quick and easy sales.
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