The must-have product features for e-commerce dominance in 2022
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The e-comm space is getting hotter. More and more people are driven to create an online store to sell products and live happily ever after.
While that sounds great, e-commerce success isn’t just about picking any product at random and selling containers of it.
Whether we like it or not, when we buy a product online, we go through many mental processes and thoughts in order to make a decision and part with our hard-earned money.
What role does the product play in this decision-making process?
Let’s explore these key features.
The product must appeal to a large market
If you want to sell something that only appeals to a small group of people, be prepared for sales that match the size of the niche. In other words, small niches usually mean small sales.
Remember that launching a product online takes the same effort whether it’s a huge niche with thousands of sales per day or a handful of sales per day.
So, armed with this knowledge, a key factor that a product must have is data. And the data we want to extract is the request.
There are now many tools for uncovering product demand. A good place to learn more about product demand is Google Trends. For example, if you type in Fidget Spinners, you’ll see a huge spike in demand in the graph when this fad was going crazy.
Depending on where you sell online, there are tools to measure demand for each specific marketplace like Amazon, Shopify, and other online marketplaces.
The key takeaway from this is that you can’t sell a secret. You need a niche with a solid search volume per month.
Related: 8 Steps to a Perfect Product Launch
You need to convey a big brand vibe to the consumer
In order to fully grasp the brand characteristic of a product, we must first define what a brand is and what it is not.
First, a logo is not a trademark. A logo is just a graphic element with no real meaning. The brand element is a person’s perception or feeling about a product, service, experience, or company.
Now, I will say that there are several meanings of what a brand is. But when you think of your favorite brands, they’re usually rooted in a particular feeling you have.
Take the example of Apple. People may think of the Apple brand and feel or perceive the brand as cool, innovative, well-designed, easy-to-use, etc.
Coming back to the logo, if people have a strong perception of your products or organization, then the logo becomes a visual reminder of those sentiments.
So let’s relate this to your e-commerce product. The brand of your e-commerce products must help communicate a certain feeling to those who come across it.
Everything from your images, design, copy, marketing, and personality should paint a picture in the person’s mind. They need to feel good when interacting with your brand or believe in what you stand for.
You have to fully understand all of this, but what’s even more important in e-commerce is having a brand that people can feel they trust. Why? Because when people are about to spend money with you online, they need to feel comfortable.
So the big takeaway here is to portray yourself as a billion dollar company. Make people feel good and gain as much trust as possible. Make sure there are no friction points between the time they are added to the cart and the final checkout.
Related: How to Grow and Scale Your Ecommerce Brand in 2022
Your product must have USP
The Unique Selling Proposition (USP) is something you will want to spend time on when developing your product. This is the first thing to do to give your products the best chance of success.
The reason the USP is so important is because when people buy things online, they only think about themselves and their needs. As they scroll through the page looking at each product listing, they make mental micro-judgments about everything they see: this doesn’t fit me, I don’t like this model, I need something bigger , it seems too small, etc.
So with your USP, you have to design your product in a way that makes the person think, wow, that’s smart, or oooh, that’ll make my life easier.
The mental micro-judgment that the consumer must make about your product must be positive. This will help you stand out in the mind of the customer.
Here is an example to integrate this learning because it is important.
Let’s say you sell coffee mugs. You’ve taken a look at the competition and notice that none of the coffee mugs have handles.
You decide that your USP will add a handle that makes coffee drinking more comfortable because people’s hands won’t get burned.
So imagine your new coffee mug with a great USP is now part of the online competition. Consumers make all these mental micro-judgments. They come across your product and think, whoa, that’s cool. I love my coffee and I need that handle or I get this, I hate burning my hands.
Can you see where I’m leading you? I want your product to solve problems, make life easier, convenient and easy to use.
All of these awesome USPs will turn mental micro-judgments about your products into positives. These positive thoughts will give you a much higher chance of converting the click into a sale.
In short, you want the customer to feel like you have thought of them and all of their needs when they see your product. If you can evoke that feeling, you’ll give yourself the best chance of winning.
If you don’t have a good USP, you’re just another product that will get lost in the crowd.
The next time you buy something online, watch what thoughts go through your mind. Look at the product you are buying and ask yourself this simple question: why did I buy this?
You will find the answer includes everything about your needs.
If your product has these characteristics, you give yourself the best chance of success. E-commerce is a tough game. If you get the simple things right, you might find yourself scrambling for cash to keep up with demand.
Remember you can’t sell a secret, you need to have demand, brand like a billion dollar company to convey trust and design your product to be problem solving.
Make people feel like you’ve thought of them and easily identify their needs with your product.
Related: 2021 Ecommerce Trends Entrepreneurs Would Be Stupid To Ignore