Four B2C Business Tips You May Not Know

You all get familiar with telling your customers what your product is, how your product is like, and why they should choose you. But many B2C product pages actually do really bad on this. Those operation people or content creators only tell product features but no product benefits. That’s totally wrong. You need to realize that customers care about benefits they get from your product, not features.

Let's take it from an example. The 360° Camera on your sedan—this is the product feature. The 360° Camera helps you park safely, confidently, and accurately in any complicated, crowded urban area, like the roadside in Manhattan or the challenging uphill areas in San Francisco. You never need to carefully maneuver your sedan back and forth, enduring the annoying, continuous honking from drivers blocked by you.

This is the product benefit of the 360° Camera. You need to tell your customers what benefit your product will provide to them and why this feature is worthy of investment. Don’t let them explore it themselves because they are busy. Some of you may say people with experience will realize that without your notification. That’s correct! But what about potential customers who do not know how to drive yet? What about people planning to go to New York City but are unaware of how challenging parking can be?

Are you going to ignore them? Remember, the fundamental way of making a profit in business is satisfying your customer’s needs at a suitable price. Tell your customers how your product satisfies their needs directly. Don’t just list several features and let them guess. They are all very busy now, so save their time and let them know your product benefits in a short time.

This is an advanced tip from the last one somehow. When you are trying to tell them your product benefits, make it simple and avoid terminology or abbreviations. I am pretty sure most of your customers are well-educated, but that does not necessarily mean they know everything. When it comes to B2C business, your customers vary in terms of age, income, industry, and educational background. So, do not ignore customers who are new to your product category when editing your product benefits or updating your product FAQ and user manual.

Make it as simple as possible so that even 6-year-old kids can understand it as long as they follow your instructions. Why? Because you never know what problem will occur for which exact customer. Any negative review from a frustrated customer who cannot fix a problem due to a hard-to-read manual can significantly impact your sales.

This is the first thing I learned when I was new to the B2C industry. I was running a camping product store on Amazon and found out that many big brands in the camping industry edit their product pages with very few details. In other words, they just mention specs with boring numbers instead of telling their customers what their products bring to them and how they work.

Then I created an A/B test of A+Content (the bottom part of the Amazon product detail page) with version A that clearly mentions all benefits and specs, and version B only mentions product specs like big brands do.

After a 4-week A/B test, the consequence is very clear: I drove 37% more sales on version A that illustrates product benefits and information clearly than on version B that only mentions product specs like big brands. If the big brand sells better than you, it does not mean they did the right thing. Those big brands with several decades of history already have tremendous brand awareness, so customers tend to trust and tolerate them more.

But you are different. When competing with those big brands in the B2C business, especially on e-commerce websites where all products are heavily competing, you have to do something more to counteract their advantage in brand awareness.