If your Black Friday product pages have jargon (black highlight) and features without benefits (red text) no one is going to buy what you’re selling:
Comments 2
Preston
November 23, 2018 at 2:36 PM
Hi Rishi. I’ve seen these sort of product descriptions on many sites, and I think the main issue is this: businesses believe technical jargon is a great way to drive credibility. This is partly true, but in many cases (such as this one) I think there is a fine line between coming across as too technical and not seeming credible at all. The example you pointed out is walking much more on the “too technical” side of the line. The product description would be more successful if it kept the technical jargon while also explaining what that jargon meant in relation to the shopper’s wants and needs.
Comments 2
Hi Rishi. I’ve seen these sort of product descriptions on many sites, and I think the main issue is this: businesses believe technical jargon is a great way to drive credibility. This is partly true, but in many cases (such as this one) I think there is a fine line between coming across as too technical and not seeming credible at all. The example you pointed out is walking much more on the “too technical” side of the line. The product description would be more successful if it kept the technical jargon while also explaining what that jargon meant in relation to the shopper’s wants and needs.
ReplyFrictionless Commerce
I agree. Jargon adds credibility. But like you said, more context would make the technical detail even more compelling.
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