Unit3 .................................................................................... TextA E-commerceWebsiteDesign Designingane-commercesiteisnotjustaboutbuildingawebsitetoselproductsbut designingapleasantonlineshoppingexperience. 1 DesignE-commerceforTrustandSecurity Firstandforemost,itisimportanttodesignawebsitethatshoppersfeeltheycan trust.Mostshoppersareconcernedaboutprivacyandwhetherthesitewilprotecttheir personaldatabyprovidingasecuretransaction.Ifthewebsitedoesnotfeeltrustworthy, theywilsimplychoosetoshopelsewhere.Herearesomemethodsthatwilcommunicate trustworthines: .Includeanoverview ofthebusines:Providegeneralinformation,contact information,linkstosocialmediaandaFrequentlyAskedQuestions (FAQ) page. .Publishstorepoliciesandmakesuretheyarenottoodificulttofind:Provide shippingandreturnpolicies,outlinethereturnsproces andwhatproductscan bereturned,andprovideeasyaces toaprivacypolicythatcoversshoppers .. psnladfnnilifrtotiscul) eroaniacanomain (hsircia. . Writeinplainlanguageandavoidlegalorinternalpolicyjargon. .Shareproductreviews.Provideproductreviewstohelpshoppersunderstandmore abouttheproduct.Thiswil helpaleviateanyconcernstheymayhaveand providegreate-commerceUX.Takeitastepfurtherbyoferingproductreviews alongwithadditionalinformationaboutthereviewers,orbysummarizingthe reviews.Thisstepcanhelpmakeiteasierforshopperstogetthefulbenefitof others..opinions. . Useasecureserver.Shoppersexpectthattheirpersonalinformationwilstay secure whiletheypurchaseonline.SSL (SecureSocketsLayer)certificates authenticatetheidentityofa websiteandencryptinformationthatneedsto remainsafe.Itisanesentialsignthatindicatescheckoutsaresecure.Asure shoppersthattheirdataisprotectedbyimplementingSSLanddisplayingSSL certificatebadges. Unit3 2 E-commerceUIDesignConsiderations Thelookandfeelofawebsiteisthe maindriveroffirstimpresions.Research concludesthatpeople wil determine whethertheylikea websiteornotinjust50 miliseconds. HerearesomeesentialUIdesigntips: .Folowthebrandidentity.Thebrandingshouldbeapparentthroughoutthe website.Choosecolorsthatreflectthebrand,andsetthestyleinordertomake clearwhattypeofproductsaresold.Ensurebrandexperienceisconsistentacros alchannels —whetheronline,in-store,orona mobiledevice.Thiswil help buildastrongbrand-customerrelationship. .Adoptvisualhierarchy.Themostcriticalcontentshouldbedisplayedabovethe fold.Insomecases,usingles whitespacetobringitemsclosertogetherisbeter thanpushingcriticalcontentbelowthefold. .Donotoverdesign.Limitfontformatssuchasfontface,sizes,andcolors.When thetextlookstoomuchlikegraphics,itwilbemistakenforanad.Usehighcontrasttextandbackgroundcolorstomakethecontentasclearasposible. .Stickto knownsymbols.Useiconsorsymbolsthatareeasytoidentify. Unfamiliariconswilonlyconfusetheshoppers. .Avoidpopupwindows.Popupwindowsareadistraction. 3 TheImportanceofFrictionlessE-commerceSiteNavigation 3.We-eierdcaeois 1 ldfndPoutCtgre Thetoplevelofnavigationshouldshowthesetofcategoriesthatthesiteofers. Groupproductsintocategoriesandsubcategoriesthatmakesense.Categorylabelswork bestassinglewordsthatdescribetherangeofproducts,soshopperscanscanthrough themandinstantlyunderstandwhattheyrepresent.It..sbesttouser-testsitenavigation asmuchasposibleforgreate-commerceUXasit..sakeymake-or-breakfeatureofthe site. 3.rdcerh 2 PoutSac Simplyput,ifshopperscannotfindtheproduct,theycannotbuytheproduct.So takethefolowingactionstobuildasearchfunctionthathelpsthemeasilyfindwhat theyarelookingfor: . Makesearchomnipresent.Putthesearchboxoneverypageandinfamiliar locations.Theboxshouldbevisible,quicklyrecognizable,andeasytouse. Standardpositionstoimplementthesearchboxarethetoprightortopcenterof thepages,oronthemainmenu. 45 .Supportalkindsofqueries.Searchesneedtosupportaltypesofqueriessuchas productnames,categories,andproductatributes,aswelascustomerservice relatedinformation.It..sagoodideatoincludeasamplesearchqueryintheinput fieldtosuggesttheshopperstheuseofthevariousfunctions. .Haveasearchauto-completefunctionality.Auto-completefunctionalitymakesit easierforshopperstofindwhattheyarelookingforandincreasessalespotential bysuggestingthingswithintheareatheyarealreadysearching. .Alowsortingandfilteringofresults.Letshopperssortsearchresultsbasedon variouscriteria (bestselers,highestorlowestprice,productrating,newest item,etc.)aswelaseliminateitemsthatdonotfitwithinacertaincategory. SeeFigure3-1. Figure3- 1 Sportsgirlalowssortingandfilteringthesearchresults 3.itrnrdcs 3 FleigPout Themorechoicesgiven,theharderitistochoose.Helpshoppersfindtheright productsbyimplementingfilters.Itwil helpthem narowtheirchoicesandjumpto theirdesiredproductrangedirectly. 3.4 ProductQuickView A “ quickview ” reducesthetimeittakesforshopperstofindtherightproductby eliminatingunecesarypageloads.Typicaly,theproductdetailsaredisplayedina modalwindow①(n) overtheviewedpage.Donottrytoshow al theproductdetails, ① 模态窗口(modalwindow),或者称为浮窗,一般用于在空间紧张的页面中展示额外信息。在模态窗口中,可以 放置放大版的图像、额外内容、警告/提示信息、视频等。用模态窗口展示信息时,要同时明确地提示用户如何关闭它。 同时,用于打开模态窗口的链接、缩略图、图标或者其他图形元素一定要保证与模态窗口要展示的内容有足够的关联。 相似的图标、摘要、图形元素都能帮助用户建立原始链接与打开的模态窗口的联系。 46 Unit3 instead,includealinktothefulproductpagetoviewcompletedetails.Also,besureto includeaprominentlypositioned “AddtoCart”butonaswelasa “Saveto Wishlist” functionality.SeeFigure3-2. Figure3- 2 A “ quickview ” modalwindowfromUrbanOutfiters 3.eilOfes 5 Spcar Shoppersalwayslookforspecialofers,discounts,orbestdeals.Makeexclusive ofersvisiblesoshoppersknowaboutthem.Evenifthepricediferencesaren..tthat great,thepsychologicalfeelingofsavingsomemoneycreatesanilusionofhavingan upperhand. 4 E-commerceProductPageDesign Designaproductpagethatcreatesanexperiencethatisassimilartoanin-person shoppingexperienceasmuchposiblebyincludinglotsofimages,detaileddescriptions andanyotherusefulandrelatedinformationabouttheproduct.Let..stakeanin-depth lookatwhatthismeans. 4.1 ProvideGreatProductImages Withe-commerce,shopperscannottouch,feel,ortryouttheproduct.Instead, everythingdependsonwhattheyseeonline.Thisiswhyprovidingproductimagesthat clearlyexhibitalaspectsoftheproductiscritical.SeeFigure3-3.Hereisachecklistfor perfectproductimages: .Useawhitebackground.Thebackgroundforproductimagesshouldnotdistract orconflictwiththeproductitself. A whitebackgroundworksbestbecauseit alowstheproducttostandout,andworkswithalmostanystyleorcolorscheme. 47 Figure3- 3 Productimagesincludeazomfeatureandevenavideo . Usehigh-quality,largeimages.Goodimagessel the product.High-quality imagescatchshoppers..interestandshowthemexactlywhattheyarebuying. Havinglargeimagesletsshopperszoomupandexamineaproductinfinedetail. SeeFigure3-4. Figure3- 4 High-qualityproductimagesonaminimalistUI 48 Unit3 .Useavarietyofimages.Displaytheproductfromanumberofdiferentangles andincludeclose-upsinordertoprovideamorecompletesenseoftheproduct. A 360-degreeview,wheretheycan movetheproductaround,isagoodwayto provideanexperienceclosetophysicalygoingintothestoreandengagingwith it.VRe-commerceisthenextwaveofthisexperience. .Usevideo.Videoshavetheabilitytodeliveralotofinformationinashort amountoftime.Useavideotoshowtheproductinuse,andtoprovideasmuch functionalinformationasposible. .Beconsistent.Useimagesthatareconsistentacros multiplepagesandarealsoin linewiththelookandfeeloftherestofthewebsite.Thiswilkeepeverything lookingcleanandunclutered.Themainproductimageshouldbethesameacros alareasofthesite,suchasproducthighlightsorinthefeatureditemssection. 4.vuttghutordcnomain 2 GieJsheRitAmonfPoutIfrto Giveshoppersdetailedinformationabouttheproductsotheycanmakeaninformed purchasedecision.Showavailability,optionsfordiferentsizesorcolors,dimensions, a sizechart,materialsused,totalcost,waranties,and more.Thefewerremaining questionstheyhaveaboutaproduct,themorelikelytheyaretomakeapurchase.See Figure3-5. Figure3- 5 Detailedproductinformation 4.oeaeneommnerdcs 3 ShwRltdadRceddPout Displaysimilarproductsthatshoppersmightalsolike,orproductsthatothershave purchased.Thiscanbedisplayedonaproductdetailpageorintheshoppingcartandwil helpguideshopperstotheproductsthatmeettheirneeds,potentialyencouragingthem tocontinueshopping — agreatwaytocros-selrelatedproducts. 49 5 ShoppingCartDesign Theshoppingcartisesentialasitiswhereshoppersreviewtheirselectedproducts, makethefinaldecision,andproceedtocheckout.Theprimarygoaloftheshoppingcart istoleadshopperstocheckout.Thefolowingaretipsondesigningashoppingcartthat isuser-friendly,andwilencourageshopperstopurchasefurther. .UseaclearCalToAction (CTA)①.Theprimarycaltoactionontheshopping cartpageshouldbethecheckoutbuton.Usebrightcolors,plentyofclickable areasandsimplelanguagetomakethecheckoutbutonvisible,straightforward andeasytouse. .Provideadequatefeedback.Makesurewhenaproductisaddedtotheshopping cartitisimmediatelyandclearlyconfirmed.Shoppersgetconfusedbyinadequate feedback,suchasshowinginconspicuousconfirmationtext.Agoodideaistouse animations,asmovementatractsthehumaneye. .Useaminicartwidget.Alowshopperstoaddproductstotheircartwithout leavingthepagetheyareonbyusingaminicart.Italsoalowsthemtonavigate, discover,andaddmoreproducts.Minicartwidgetsshouldalwayslinktotheful pageshoppingcart. .Displayproductdetails.Displayingdetailslikeproductnames,images,sizes, colors,andpricesintheshoppingcarthelpstheshopperstoremembereach productaswelastocompareproducts.Linkproductsinthecartbacktotheir fulproductpages,soshopperscanreviewmoredetailswhennecesary. .Makethecarteasilyeditable.Theabilitytoremove,saveforlaterorchange detailslikesize,color,orquantityshouldbeeasytoaces. .Avoidthesurpriseofunexpectedshippingcostsandtaxes.Unexpectedshipping costsareoneoftheleadingreasonsshoppersabandontheirshoppingcarts.Place shippingoptionsandtaxeswithprecisecalculationofthecosts,andanexpected deliverydateupfront. 6 E-commerceCheckoutDesign Hereareafewwaystobuildawel-designedcheckoutpage,whichwilcontribute toasucesfulconversion: .Ofervariouspaymentoptions.Diferentshoppershavediferentpreferences whenitcomestomakingpayments.Provideasmanypaymentoptionsasposible ① ACalToAction (CTA)isamarketingtermthatreferstothenextstepamarketerwantsitsaudienceor readertotake.TheCTAcanhaveadirectlinktosales.Forexample,itcaninstructthereadertoclickthebuybuton tocompleteasale,oritcansimplymovetheaudiencefurtheralongtowardsbecomingaconsumerofthatcompany.. s goodsorservices. 50 Unit3 51 (contingentonthetargetaudience)toexpandthecustomerbase,andtomakeit easyforshopperstocompletetheirorder. . Keep itsimple.Minimizethe number offields and stepsto complete the purchase.Usingshippingaddressasbillingaddressbydefaultisagood wayto minimizethenumberoffields—ideally,designasinglepagecheckout where shopperscanviewtheircartandenterdeliveryandpaymentinformation. . Makeregistrationoptional.Forcingshopperstocreateanaccountpriortotheir firstpurchasewilldrivetheshoppersaway.Givethemanoptiontoregisterafter thepurchaseiscomplete,andhighlightthebenefitsofregistrationwhenasking themtoregister.Benefitsincludefastercheckoutthankstopersonalinformation likesavedshippingaddressorpaymentinformationandaccesstoexclusiveoffers thatareonlyavailabletoregisteredmembers. . Useclearerrorindications.Thereisnothingmorefrustratingthannotbeingable tomakeapurchaseorfigureoutwhy.Insteadofshowingtheerrorsafteraform issubmitted,makeerrornotificationscomeupinrealtime.Placeclearand concise error messages directly above,or next to the item that requires correction,soshopperswillnoticeandunderstandthem. . Keeppeopleontrack.Whenusingamulti-pagecheckout,includeaprogressbar thatshowshow many morestepsarelefttocompletethepurchase.Thiswill eliminateanyambiguity,andassureshopperstheyareontherighttrack.When thepurchaseiscomplete,displayanorderconfirmationandorderstatuswith shipmenttracking. . Offersupport.Includealivechatorcontactnumberthroughoutthecheckout process,sowhenshoppershavequestions,theycanquicklygetanswersrather thanhavingtoleavethesiteandgoelsewhere. 7 Summary Allonlineshoppersexpectfrictionlessexperiences.Whendesigningane-commerce site,itisnotjustaboutbuildingawebsitebutcreatinganonlineshoppingexperience thatwillconvertpassiveshoppersintopayingcustomers. New Words pleasant [.pleznt] adj.令人愉快的;友好的 security [s..kj..r.ti] n.安全性 shopper [...p.] n.(商店的)顾客,买东西的人 transaction [tr.n.z.k.n] n.交易,业务,事务 trustworthy [.tr.stw..ei] adj.值得信赖的,可靠的 link [l..k] n.&v.链接 return [r..t..n] v.&n.退货 olic.p.l.si] n.政策;策略 server .s.:v.] n. certificate s..t.f.k.n. share .ev. aleviate [..li.vie.t] v.减轻;缓解 oinion [...n.n] n.意见p[ pj 服务器 py [[ .] 共享,分享 [t] 证书 auhniae .:θn.et] t. 可靠的或有效的 checkout .t.eka.n. bae [b.d.] n.徽章;象征 identity [a..dent.ti] n.身份;个性;一致 encrypt .n.kr.pt] v. dg[t] 结账 tetct[.etk.v证明是真实的 、 [加密,将…译成密 码 in-store in-stadj. fod fln. [.: ] 商店内的 l[..d] 首屏 fot fnn. 字形 ad .e..di.] n. n[.t] 字体 ; [广 告 icon .a.k.n. confuse [k.n.fju.z] v.混淆,使困惑 distraction [d..str.k.n] n.使人分心的事 [ n] 图标 navigation .n.v..ɡe..n. [ n] 导航 make-or-break [meik.:breik] conj.不成则败 [ search s..t.] n.&v.搜索 omnipresent ..mn..preznadj. quey [kw.rn. 询问 [ t] 无所不在的 r..i] 查询 , [ auto-complete ...t..k.m.pli.t] adj.自动完成的 filter .f.lt.] n. load l..d] v. wishlist [w..list] n.意愿清单,心愿单 psychological .sa.k..l.d..kl] adj. [过滤器;筛选(过滤)程序 [装载,加载 [心理的;心理学的 in-person .in.ps.adj. [.:n] 亲自的,本人的;现场的 exii[ɡ...v. 表现 do ..in. consistent [k.n.s.st.nt] adj.一致的;连续的 uncluter [.n.kl.t.] vt.使整洁,整理 dimension [da..men.n,d..men.n] n.尺寸;维度 material [m..t..ri.l] n.材料;原料;布料 background .b.kɡra.nd] n. distract [d..str.kt] v.分散注意力;使分心 vie[vd..] 视频 hbt .zbt] 展览 ; [背景;底 色 52 Unit3 53 user-friendly [.ju.z..frendli] adj.用户友好的 clickable [.kl.k.bl] adj.可点击的 visible [.v.z.bl] adj.可见的;明显的 inconspicuous [..nk.n.sp.kju.s] adj.不明显的,不显著的 widget [.w.d..t] n.小器具,窗口小部件 compare [k.m.pe.] v.比较 editable [.ed.t.bl] adj.可编辑的 taxe [.t.ks] n.税款 abandon [..b.nd.n] v.抛弃,舍弃,放弃 contribute [k.n.tr.bju.t] v.增加,增进 conversion [k.n.v...n] n.转换 target [.tɑ.ɡ.t] n.目标;对象 v.瞄准,面向 field [fi.ld] n.区域,字段 default [d..f..lt] adj.默认的 n.默认值;默认指令 registration [.red...stre..n] n.登记,注册 indication [..nd..ke..n] n.表明;标示 notification [.n..t.f..ke..n] n.通知;通知单;布告;公布 concise [k.n.sa.s] adj.简明的,简洁的 ambiguity [..mb..ɡju..ti] n.歧义;不明确,模棱两可 frictionless [.fr.k.nl.s] adj.无障碍的 Phrases personaldata 个人数据,个人资料 socialmedia 社交媒体 returnsprocess 退货步骤,退货过程 privacypolicy 隐私政策 internalpolicy 内部政策 productreview 产品评论 essentialsign 基本符号,重要标志 firstimpression 第一印象,初步印象 inorderto 为了… mobiledevice 移动设备 high-contrasttext 高对比度文本 backgroundcolor 背景颜色 asclearaspossible 尽可能清晰 stickto 遵守;保留;坚持 54 popupwindow 弹出式窗口 mainmenu 主菜单 quickview 快速查看 modalwindow 模态窗口 AddtoCart 添加到购物车 upperhand 优势,上风,有利地位 dependon 取决于;依赖于 standout 突出;超群 zoomup 放大视图;推近 avarietyof 各种各样的 sizechart 尺码表 productdetailpage 产品详细信息页面 confirmationtext 确认文本 minicart 迷你购物车 fullpage 整个页面;整版 contingenton ... 视…而定 customerbase 客户群 errormessage 出错信息 progressbar 进度条 orderconfirmation 确认订单,证实订单 orderstatus 订单状态 Abbreviations FAQ (FrequentlyAskedQuestions) 常见问题 UX (UsereXperience) 用户体验 SSL (SecureSocketsLayer) 安全套接层 UI(UserInterface) 用户界面 VR (VirtualReality) 虚拟现实 CTA (CallToAction) 行动召唤 Exercises 【Ex1】Answerthefollowingquestionsaccordingtothetext. 1.Whatisitimportantfirstandforemostwhendesigninga website? Whatare most shoppersconcernedabout? 2.WhatdoSSL (SecureSocketsLayer)certificatesdo? 3.WhataresomeessentialUIdesigntipsmentionedinthepassage? 4.Why is it best to user-test site navigation as much as possible for great ecommerceUX? Unit3 5.Whatactionsshouldthedesignertaketobuildasearchfunctionthathelpsshoppers easilyfidwhattheyarelokigfor? 6.Whatdes(n) a “ quickview ”do(o) ?(n) Andhow? Wherearetheproductdetailsdisplayed typicaly?(o) 7.Howcanwedesignaproductpagethatcreatesanexperiencethatisassimilartoan in-personshoppingexperienceasmuchposible? 8.Whatisthechecklistforperfectproductimages? 9.Whatarethetipson designingashoppingcartthatisuser-friendly,and wil encourageshopperstopurchasefurther? 10.Whatarethewaystobuildawel-designedcheckoutpage? 【Ex2】TranslatethefolowingtermsorphrasesfromEnglishintoChineseorviceversa. 1.AddtoCart 1. 2.customerbase 2. 3.minicart 3. 4.orderconfirmation 4. 5.orderstatus 5. 6.n.证书6. 7.n.意愿清单,心愿单7. 8.adj.可点击的8. 9.n.结账9. 10.adj.用户友好的10. 【Ex3】Filintheblankswiththewordsgivenbelow. important purchasing orders tracking review information system fulfilment experience customer Thre ReasonstoProvideOrderTracking 1 Reducecosts Withe-commerceordertracking,therearesignificantlyfewerinquiries.Once implemented,althetracking 1 isautomaticalyprovidedtoyourcustomer. Andifthereareanyisues,youcaneasilysearchthroughalofyourorderstofindwhat youneed. Ordertrackingautomatestheproces withoutcreatinganyextra workforyou, putingles burdenonyour 2 supportteam withoutcompromisingquality.By savingtimeandmoney,youhavemoreresourcestoinvestinothermethodsofimproving thecustomer 3 . 2 Metcustomersexpectations 97%ofcustomersexpecttheabilitytomonitortheirordersthroughouteverystepof 55 theshippingproces. Shoppershaveobviouslybecomeacustomedtohavingahighlevelofvisibilityinto their 4 .Onlineshoppingbasicalydemandsitwithsuchacompetitiveecommercelandscape.Havingane-commerceordertracking 5 inplaceis mandatoryifyourbranddoesn..twanttolosebusines toAmazonandothermajor retailers. Ifyoucan..tprovidetheexpectedlevelofservice,shopperswiltakenotice,posing arisktocustomerloyalty.Byprovidingorder 6 thatgivestheup-to-date informationyourcustomerswant,theirexpectationsaremetandtheyaremorelikelyto giveyouagood 7 ,buyfromyouagain,orteltheirfriends. 3 Havemorecontroloverfulfilment Yourjobisnotdoneoncetheboxispackedandinthecariers..hands.Withorder tracking,youmaintainmorecontrolovertheorder 8 proces andcanquickly addres anyisuesastheyarisewithease.Withoutasystem, 9 tracking informationcangetmised,resultinginabacklogofemailsfromunhappycustomers. Customeracquisitionisgreatbuttherealmoneyisinhavingrepeatcustomerswho keep 10 morefrom you.Therighte-commercefulfilmentstrategy,which includesordertracking,canhelpminimizeisuesaswelasincreasethelifetimevalueof yourcustomersandwinmoresales. 【Ex4】TranslatethefolowingpasagefromEnglishintoChinese. FourWaystoProactivelyReduceReturns It..sclearthatcreatingagreatreturnpolicyisimportantforincreasingsalesand buligcsomeoatBtwthvrgealrsedn1%ooaaen idnutrlyly.uihteaeaertiepnig8.fttlslsoreverselogistics,itcanpaytoreduceoveralreturnvolumeaswel. 1 Createclearproductdescriptions Withonlineshopping,whatyouseeisn..talwayswhatyouget.That..swhy88% of shopperscharacterizedetailedproductcontentasbeingextremelyimportanttotheir purchasingdecision. Givingreliableinfoaboutyourproductupfrontcanalsodecreasereturns.When whatcustomersreceivematchestheirexpectations,they.. l beles likelytoreturnthat product.Makesurethattheproductpagesonyourwebsitearedescriptiveandinclude high-quality,acurateproductphotos. 2 Increasereturntimewindow Customersexpectatleast30daystoreturnanonlinepurchase.Butonly5% of shopperssaytheyreturnonlineorderrethan30daysafterpurchas. Beinglenientwithreturntimelimits(e(smo) ..,a60-dayvs.30-daolicy)(e) canactualy gypdecreasereturnsbycreatingles urgencyaroundreturnsforthecustomer. 56 Unit3 3 Conductregularqualitytesting Ifyourproductpageseemstoreflecttheproductacurately,andyou..restilgeting ahighrateofreturneditems,theremaybeanisuewiththeitemitself.Ases the qualityoftheitem,doproducttesting,andcheckinwithyourmanufacturertoaddres anyproductionorqualityisues. 4 Identifytrendsincommonlyreturneditems Youcanalsoincludeaquickone-questionsurveyinthereturnsprocesaskingwhya customerchosetoreturnacertainproduct.Ifyourreturnsprocesiseasytocomplete, customerswillikelybehappytoselectareturnreasonfromalistofpresetoptions. Thiscanbeparticularlyhelpfulinidentifyingaqualityisuewithaproduct,suchas afitisuewithapparel.Forexample,ifclothingitemsarebeingreturnedbecausethey aretoo large,you may be able to identify a potential sizing isue with your manufacturer. Gatheringinformationonthereturnsidecanhelpyouidentifytrendsandisues withyourproductsandmakethenecesaryimprovementstofutureinventory. TextB HowtoWriteaProductDescriptioninE-commerce Aproductdescriptionisthemarketingcopythatexplainswhataproductisandwhy itswrhprhsnIsproeiosppycsomeswtmpratifrto ..otucaig.tupsstulutrihiotnnomain aboutthefeaturesandbenefitsoftheproductsothey..recompeledtobuy. Awel-craftedproductdescriptionmovesbuyersthroughyourconversionfunnel.If youaddabitofcreativity,yourproductpagesinstantlybecome morecompeling, leadingtomoreconversionsfromcasualshoppers. Tosuceedinwritingproductdescriptions,youneedtoanswerquestionscustomers haveaboutyourproducts: . Whatproblemsdoesyourproductsolve? . Whatdocustomersgainfromyourproduct? . Whatmakesitbeterthanthecompetition? Aproductdescriptionshouldanswerthesequestionsinafunandengagingway. Onlinestoresoften makethe mistakeoflistingproductfeatureswhen writing productdescriptions.Thislikelyresultsinlowerconversionsbecause people don.. t understandhowtheproducthelpsthem. Let..slookathowyoucancreateperfectproductdescriptionsthatselforyou. 1 FocusonYourIdealBuyer Understandinghowtowriteaproductdescriptionrequiresputingyourselfinthe 57 shoesofyouraudience.Whenyouwriteaproductdescription withahugecrowdof buyersinmind,yourdescriptionsbecomewishy-washyandyouendupaddresingnoone atal. Thebestproductdescriptionsaddres yourtargetaudiencedirectlyandpersonaly. Youaskandanswerquestionsasifyou..rehavingaconversationwiththem.Youchoose thewordsyouridealbuyeruses.Youusetheword “ you ” . Whenitcomestowritingyourownproductdescriptions,startbyimaginingyour idaue.aidoumooteppeitinaodotes elbyrWhtknfhrdhyarcae(fay)?Whtwrsdhyue? Whatwordsdotheyhate?Whatquestionsdotheyaskthatyoushouldanswer? Considerhowyouwouldspeaktoyouridealbuyerifyouwereselingyourproduct in-store,facetoface.Nowtryandincorporatethatlanguageintoyoure-commercesite soyoucanhaveasimilarconversationonlinethatresonatesmoredeeply. 2 EnticewithBenefits Whenwesel ourownproducts,wegetexcitedaboutindividualproductfeatures andspecifications.Theproblemisourpotentialbuyersarenotasinterestedinmundane featuresandspecs.Theywanttoknowwhat..sinitforthem —howitwiladdrestheir biggestpainpoints.Howdoesyourproductmakeyourcustomersfeelhappier,healthier, ormoreproductive?Whatproblems,glitches,andhasledoesyourproducthelpsolve? Don..tseljustaproduct,selanexperience. 3 Avoid“Yeah,Yeah”Phrases Whenwe..restuckforwordsanddon..tknow whatelsetoaddtoourproduct description,weoftenaddsomethingblandlike“ excelentproductquality ” . That..sa “ yeah,yeah” phrase.Assoonasapotentialbuyerreads “ excelentproduct quality ”hethinks,“Yeah,yeah,ofcourse.That..swhateveryonesays. ”Haveyouever heardsomeonedescribetheirproductqualityasaverage,notsogood,orevenbad? You become les persuasive when your potential buyer reads your product descriptionandstartssaying “ yeah,yeah” tothemselves.Toavoidthisreaction,beas specificasposible. Productdetailsaddcredibility.Productdetailssel yourproduct.Youcannever includetoomanytechnicaldetailsinyourproductdescriptions.Bespecific. 4 JustifyUsingSuperlatives Superlativessoundinsincereunles youclearlyprovewhyyourproductisthebest, theeasiest,orthemostadvanced. Ifyourproductisrealythebestinitscategory,providespecificproofwhythisis thecase.Otherwise,toneyourproductcopydownorquoteacustomerwhosaysyour 58 Unit3 productisthemostwonderfulthey..veeverused. 5 AppealtoYourReaders ’Imagination Scientificresearchhasproventhatifpeopleholdaproductintheirhands,their desiretoownitincreases. You..reselingthingsonline,soyourwebvisitorscan..tholdyourproducts.Large, crystal-clearpicturesorvideoscanhelp,butthere..salsoacopywritingtricktoincrease desire:letyourreaderimaginewhatitwouldbeliketoownyourproduct. Topatchscpywiigtcnqusatasnecihtewrigie , rcietiortnehie,tretnewthod “man” andfinishyoursentence (orparagraph)byexplaininghowyourreaderwilfeelwhen owningandusingyourproduct. 6 CutThroughRationalBarierswithMini-stories Includingmini-storiesinyourproductdescriptionslowersrationalbariersagainst persuasiontechniques.Inotherwords,weforgetwe..rebeingsoldto. Whenitcomestotelingastoryaboutyourproducts,askyourself: . Whoismakingtheproduct? . Whatinspiredcreatingtheproduct? . Whatobstaclesdidyouneedtoovercometodeveloptheproduct? .Howwastheproducttested? 7 SeducewithSensoryWords Adjectivesaretrickywords.Oftentheydon..taddmeaningtoyoursentences,and you..rebeterof deletingthem.However,sensoryadjectivesarepowerwordsbecause theymakeyourreaderexperiencethecopywhilereading. Dazleyourreaders with vivid productdescriptions.Think about wordslike velvety smoothcrisp and “brightifyou..reselingfoodproducts. “ ”,“”,“”,” 8 TemptwithSocialProof Whenyourwebvisitorsareunsureaboutwhichproducttopurchase,theylookfor suggestionsaboutwhattobuy.They..reoftenswayedtobuyaproductwiththehighest numberofpositivereviewsandtestimonials. Trytoincludeanimageofthecustomertoaddcredibilitytoaquote.Italsomakes youronlinebusines moreapproachableandrelatable.Youcanevenintegrateasocial mediafeedfiledwithuser-generatedcontentthatshowsrealpeopleusingyourproducts. Mostbuyersareatractedtobuyingsomethingthat..spopular.Whenitcomestoyour e-commercewebsite,highlighttheproductsthatarecustomerfavorites. 59 60 9 MakeYourDescriptionScannable Isyourwebdesignencouragingwebvisitorstoreadyourproductdescriptions? Packagingyourproductdescriptions with aclear,scannabledesign makesthem easiertoreadandmoreappealingtopotentialcustomers. Herearesomeareastofocusonwhendesigningyours: . Enticeyourwebvisitorwithheadlines. . Useeasy-to-scanbulletpoints. .Includeplentyofwhitespace. .Increaseyourfontsizetopromotereadability. . Usehigh-qualityproductimages. 10 SetGoalsandKPIs Thegoalofaproductdescriptionistomoveashoppertowardpurchase.Buthowdo youknowifyourdescriptionsareworkingornot? You..llwanttodecideonasetofmetricstotrackonyourproductpages.Defining thesemetricswillhelpyouunderstand whatproductdescriptionsareworkingbestand improveonunderperformingones. CommonKPIstomonitorinclude: . Conversionrate. . Shoppingcartabandonment. . Returnrate. . Supportinquiries. . Organicsearchrankings. New Words description [d..skr.p.n] n.描述,说明 explain [.k.sple.n] v.解释;说明…的理由 well-crafted [welkrɑ.ft.d] adj.精心设计的 creativity [.kri.e..t.v.ti] n.创造性,创造力 casual [.k..u.l] adj.漫不经心的;随便的;偶然的 wishy-washy [.w..iw..i] adj.软弱无力的;空洞无聊的 conversation [.k.nv..se..n] n.交谈,谈话 appreciate [..pri..ie.t] v.欣赏;理解,领会 resonate [.rez.ne.t] vi.共鸣,共振 entice [.n.ta.s] vt.诱惑;怂恿 mundane [m.n.de.n] adj.平凡的,寻常的 spec [spek] n.规格;说明书 Unit3 61 glitch [gl.t.] n.小过失,差错 hassle [.h.sl] n.困难的事情;麻烦的事情 persuasive [p..swe.s.v] adj.有说服力的 credibility [.kred..b.l.ti] n.可信度,可信性 superlative [su.p.:l.t.v] adj.最高的;最高级的;过度的 n.最高级 imagination [..m.d...ne..n] n.想象(力) crystal-clear [.kr.stl.kl..] adj.清晰的 rational [.r..n.l] adj.理性的;理智的 barrier [.b.ri.] n.屏障;障碍;界限 obstacle [..bst.kl] n.障碍,障碍物 seduce [s..dju.s] vt.吸引,使入迷 sensory [.sens.ri] adj.感觉的,感受的,感官的 dazzle [.d.zl] v.使目眩,眼花;使惊叹 velvety [.velv.ti] adj.天鹅绒般柔软的 tempt [tempt] vt.吸引;使…感兴趣 vi.有吸引力 suggestion [s..d.est..n] n.建议 sway [swe.] v.摇摆 testimonial [.test..m..ni.l] adj.表扬的 n.推荐信 approachable [..pr..t..bl] adj.可亲近的,可接近的 headline [.hedla.n] n.标题 vt.给…加标题 readability [.ri:d..b.l.ti] n.可读性 Phrases productdescription 产品阐述,产品说明 conversionfunnel 转化漏斗 abitof 一点,一星半点 potentialbuyer 潜在买家 painpoint 痛点 bulletpoint 商品特点描述;要点,卖点 conversionrate 转化率 shoppingcartabandonment 购物车放弃 returnrate 退货率 searchranking 搜索排名 62 Abbreviations KPI(KeyPerformanceIndicators) 关键业绩指标 Exercises 【Ex5】Answerthefollowingquestionsaccordingtothetext. 1.Whatisproductdescription? Whatisitspurpose? 2.Tosucceedin writingproductdescriptions,whatarethequestionscustomershave aboutyourproductsthatyouneedtoanswer? 3.Whatdoesunderstandinghowtowriteaproductdescriptionrequire? 4.Whendoyoubecomelesspersuasive? 5.Whendosuperlativessoundinsincere? 6.Whathasscientificresearchproven? 7.Whatdoyouaskyourselfwhenitcomestotellingastoryaboutyourproducts? 8.Whyaresensoryadjectivespowerwords? 9.Whataresomeareastofocusonwhendesigningyourproductdescriptions? 10.WhatdocommonKPIstomonitorinclude? 【Ex6】TranslatethefollowingtermsorphrasesfromEnglishintoChineseorviceversa. 1.searchranking 1. 2.returnrate 2. 3.productdescription 3. 4.conversionrate 4. 5.conversionfunnel 5. 6.n.可信度,可信性6. 7.n.交谈,谈话7. 8.adj.感觉的,感受的,感官的8. 9.n.规格;说明书9. 10.n.建议10. ReadingMaterial HowtoChooseProductsThatYouCanSellEasily 1 ProductResearch Ifyou wanttosellproductseasily online,you willhavetocarry outproduct research.Thefirstthingtounderstandisthatnotallproductsarethesame.Whilethis mayseemobviouswhencomparing,say,bicyclestobookshelves,italsoreflectsinmore Unit3 subtle①ways — suchashowpopulartheproductis,howwelthesupplychainsrun,how muchitsshippingchargeswilcost,andsoon. Prdctresearchsimplyreferstotheprocesofchoosingproductswithgoodmarket potential②a(u) (o) nddiscoveringhowbesttoselthem. Ifyoudon..thavetherightprdct,fortherightaudience,andattherightprice, yourlistingswilsimplybeirelevant③o(u) (o) nanydigitalmarketplace. 2 ProductCriteria—WhattoLookOutfor Atthecoreofeveryproductresearchstudyisthecolectionandanalysisofafew keymetrics.Whilethre..smoretolookat,youwilneedtoputthesefourfactorsunder themagnifyingglas ④,(e) sotospeak. Here..swhatyouneedtoobservewhenvetingapotentialnewproduct. 2.1 Profitability⑤ Ifthere..sonethingyoushouldn..ttakeyoureyeof inthee-commercegame,it.. s yourproduct..sactualabilitytogenerateaprofit. Bybuyinglowandselinghigh,yougenerateabeterreturnoninvestment.This meansthatthefirstthingyoedtocalculatewhenlookingatanewproductisthe cumulative⑥totaloverheadcost⑦as(e) (un) ociatedwithsourcingit. Perhapsyourproductcostischeap.However,ifyouendup⑧payingasignificant amountinduty,shipping,paymentprocesingfeesandmore,youwilcompromiseyooveral profitability,and makeyourbusines growth weakandyoursustainability⑨(r) (u) lower. Trytokeepyourproductcostpriceaboutone-thirdofyoursalesprice.Thisbrings usto. 2.2 Pricing .. Youmighthavehardofhowseveralmajorcompaniesspende-ieing.... percentagesoftheirbudg(e) etsonmarketingeforts.There..sagoodreason(v) w(e) hyth(r) (c) (n) (r) eyd(s) (a) o this. reeat[.(t) (o) e..t]aj. ④magnifyilas:放大镜 。 profitabilit.pr.f.t..b.l.t subtl.s.tdj. ①et[ pl]a微妙的,巧妙的 。 ②markeential:市场潜力 。 ③ilvn.rlvnd无关紧要的 。 umuaie[k.ltv]aj. 累计的 。 ⑦totaloverheadcost(m) :总间接费用,总管理费用 。 ⑧endup:最终,到头来 。 ⑨sustainability[s..ste.n..b.l.ti]n.持续性 。 ....ee-nraig[e...rs.]aj. ⑤y[(gg) (n) i]n.收益性;利益率 。 ⑥cltv.juj...d积累的 , .. vricesn.vnki:.d不断增长的。 63