Introduction

Business-to-business websites have to answer a lot of questions from prospective customers and must address a variety of user needs: both those of novice, first-time visitors and those of educated users who know the product space well. The typical B2B buying cycle has several stages, starting with an initial phase where users research their company’s problem to find possible product solutions, and then moving into a phase where they compare product options from multiple vendors and assess which solution fits their needs best. Users at different stages of the conversion funnel need different levels of detail about products and solutions.
To raise the interest of first-time visitors during the initial research stages, B2B sites need to present a compelling argument for why their products best serve their prospects’ needs and focus on high-level benefits rather than just on features and details. However, content that describes the problems solved by a product (rather than a laundry list of features or marketing slogans) helps draw initial interest, but that content won’t always close the sale.

一旦前景感兴趣的产品,他们will want clear answers to make sure that the product fits their specific requirements, so they can also compare against competitors. Product-specification lists need to go beyond the product benefits and high-level descriptions, and include clear, specific, realistic details that can speak in detailed terms about all of the important aspects of how a product works, its physical characteristics, and how it integrates into larger systems. These details are not only useful for late-stage decision makers; complete specifications also help draw in users in the earlier research stage because they provide specific, valuable content that’s beneficial for SEO. Incomplete, vague, or misleading spec pages frustrate users, forcing them either to call your customer-support line for answers (which is an expensive proposition for your company, and frustrating for your users), or, worse, walk away from your site entirely.

直接在您的网站上提供规格更好，无需强制发送电子邮件或呼叫的前景（或者，以及许多人这样做，转向谷歌 - 谁知道他们会发现什么）。首先，与您的用户交谈并找出对他们的任何规格。确保您的内容发言您的客户公司和技术用户的决策者都是决策者that tend to collaborate on the decision-making process and make recommendations for which product to ultimately purchase.

创建产品规格的指南

考虑以下基本属性或您的产品，并以最适用于您的行业和产品的格式，包括这些基本细节：

1. 脚印（即软件产品消耗的物理产品或资源的物理大小）
2. 配料（使用哪些关键组件，零件，技术或材料）
3. 要求和整合(environmental conditions, consumable physical resources, system requirements, and integrations with software or other physical products needed to form a complete solution to your prospect’s problems)
4. 性能（测量所需的功能，行为，操作和输出，以及操作中产生的任何废物副产品）
5. Tolerances and durability（允许偏离上市规格，错误率，对环境条件抵抗）

由于业界与工业和产品类型的重要关键细节的重要性，下面的清单不包含所有行业的每个可能的兴趣规范，也不适用于每个产品。它们意味着为您的团队提供框架，以确定要在产品页面上包含哪些信息。尽可能地接触到您的客户，并通过调查，与您的客户 - 支持和销售团队讨论他们最常回答哪些问题，或者test the content on your website，并找出用户需要知道的特定细节以进行购买决定。在产品规格页面中包含这些细节。

下面我们提供初学名单，具有物理和软件产品的典型规格。这些列表与我们发现的共性汇总从广泛的行业测试B2B站点with their target business customers. Although these lists do not include every possible individual specification, they offer common inclusions that are worth adding to your spec list. Be sure to review it with your internal subject-matter experts and with representative users to determine whether all of these specs are appropriate, helpful, and exhaustive for your product.

Physical-Product Specs: A Starter List

软件 - 产品规格：初学名单

格式指南

• Ensure that all specifications are available on the website in HTML format, not just in PDF documents such as data sheets.PDF是一种糟糕的观赏格式在线，因为它是为印刷和而建造的sequential access。但是，在许多技术产业中，PDF版也有望可用，所以一定要提供same两种格式的信息。
• 使用行业标准单位和现实的测量条件。
  1. Offer the ability to toggle betweenmetric and U.S. units， 如果合适的话。
  2. For any specs that use a标准化测量（例如ISO规范，ANSI标准等），提供管理标准的主体的链接，以显示它的措施和测试协议。
  3. If you have an independent agency verifying compliance with standards, include the name of the agency and a link to its site.

• 对于长期，复杂的规范列表，将内容分解为有意义的块，以帮助用户快速跳转到相应的部分，而无需彻底查看长表中的每一行。考虑将内容分成几个表，具有清晰的子标题文本，指示每个表中找到的信息类别。
• Support horizontal scanning in long tables by using borders or zebra striping for alternate rows. These features are especially important with numeric data.
• 支持垂直scanning of terms in the leftmost column by:
  1. Left aligning text labels
  2. Frontloading text labels具有最强的信息携带条款
• 使用文本颜色和样式来增加易读性provide sufficient contrastagainst the table background color.

结论

Since each industry and product type varies so drastically, creating an effective spec list for complex B2B products can be a challenge. Focus on providing specs in five key areas: footprint (either physical size, or virtual resources), ingredients (such as materials and key components), requirements (resources needed or other required products), performance (both in desired output performance such as speed or capacity, and in byproduct output, such as waste, heat, or temperature), and tolerances (common error and failure rates, environmental sensitivities, and margin of deviation from listed specs).

了解更多关于产品规格的更多信息B2B可用性报告, which includes 188 guidelines and 301 screenshot examples.