The Risk of Bad User Experience (And How You Can Fix It)

The Risk of Bad User Experience (And How You Can Fix It)

In a new article with tED Magazine, I get to talk more creatively about bad user experience and how you can improve it. In this article, I cover optimizing product data by leveraging inside sales, getting started and gettting creative with video. Read the full article here.

An Excerpt on Product Content:

Having worked with many industrial distributors over the last few years—helping them improve their e-commerce presences and grow their online sales—Justin King, co-founder of the DigitalBranch, and senior partner at B2X Partners, says there are a few tricks that companies can use to buck the bad website trend.

For starters, King says having good, accurate data is paramount in the B2B world, where customers want to know what the product is, how it solves their problem, how much it costs, and when they can get it. Past that, he says electrical distributors should utilize descriptive product titles (ideally those that speak to a specific application or customer problem), product attributes, and detailed descriptions.

And who better than your own inside sales reps to develop those descriptions? “Have your inside sales reps, or maybe someone who is retiring from your industry, write the descriptions,” King says. Start by giving those scribes an Excel file of 50-100 top products and have them develop write-ups that mimic how they would describe the products to their own customers in person, on the phone, or via email.

“Pay them by the hour or the SKU, and task them with coming up with write-ups that actually speak to your customers. Tell them what the product is and how it can be used, and suddenly you have unique content on your website.” That unique content can really help distributors stand out online, says King, and namely because “about 1% of companies are doing this right now.”

An Excerpt on Using Video:

…King says electrical distributors are in the perfect position to leverage the video trend, given the high number of “demonstrable” items that they sell, and the fact that many of their products require additional customer education and support. “Make a video detailing how your product is actually used or installed inside of a selection of different applications,” King suggests. “Focus on the marketing side of the equation, with bulleted descriptions that are exciting and engaging, and make customers want to take action.

“Even a 30-second video shot on an iPhone X of a product being used in the field can go a long way in helping to enhance a distributor’s website,” says King. “It takes literally zero money to do it; it’s just about being smart and taking the initiative.”

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