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

规格类型

例子和笔记

Detailed physical dimensions of products

  • 具有测量的工程图
  • 安装所需的物理空间
  • 安全操作所需的通风空间

物品的重量

  • 加载和卸载重量的变化(例如装载燃料或有效载荷的车辆)

与其他产品的物理连接

  • 互连
  • 港口
  • 端口和连接器的物理布局图,包括尺寸,因此用户可以确定是否有足够的物理空间,方便连接

关键部件

  • 用于关键部件的材料的类型和等级,例如:
    • 金属
    • 塑料
    • Wiring
    • 管道
    • 绝缘
  • Manufacturer and product names of key hardware components produced by third parties, such as:
    • Engines
    • Processors
    • Robotics components
    • 电源

抵抗您的产品的常见环境条件

  • 水and particulate matter (typically listed in国际保护代码,例如IP68)
  • Temperature
  • 划伤
  • Physical impact
  • uv.
  • 化学品和腐蚀
  • 大气压力
  • 您的产品可能会在使用中满足任何其他典型的曝光

运营品质

  • Operating temperature output (how hot the product gets while in use)
  • 声压水平(产品在使用中有多响亮)

Resource consumption

  • 功率
  • Raw materials

能力

  • Consumable resource storage
    • 纸盘
    • 汽油桶
  • 通过product holding tanks
    • Sewage
    • Runoff
    • 灰尘
    • Trash

性能characteristics

  • Measurement conditions and margins of errors for performance metrics
  • 有关耐用性,寿命,公差和失败利率的详细信息
  • Key metrics, such as:
    • 速度
    • 功率
    • 移位
    • Tensile strength
    • 硬度
    • Mechanical, chemical, or electrical properties that impact performance and utility
    • Output quality and speed (especially for items like printers, manufacturing equipment, etc.)
    • 占空比
    • Runtime

安全和曝光信息

  • MSDS(材料安全数据表)信息
  • UL认证

damen.com产品比较和规格表
Damen.com允许用户在其规格和产品 - 产品比较工具之间选择Metric和U.S.单元进行疏浚设备。但是,在此示例中,两个底部规范的线图“仪表”是令人困惑的,因为蓝色段被呈现为较大的未指定灰度段的一部分(灰色段对应于顶部橙色选项,这是主要的产品上的产品)。
acrylink产品规格表与标准信息和链接
AcryLink.com的规格表显示了用于测量每个规范的标准,以及从管理该标准的组织的每个标准的更多信息的链接。该表还显示了一些数据的典型性能范围(例如±0.1%固体数据)。该表具有一些优异的特性:左列规范标签留下对齐,粗体且易于扫描。然而,深灰色背景与文本减少了对比度,使得这更难读取,并且一些数字规范不包括单元内的度量单位(例如硬度,先生,和热源率)。

重新思考机器人规格表
Rethink Robotics has a useful product-specs list that covers all of the 5 major categories: (1) physical footprint (and software resources), (2) ingredients (such as the third-party processor), (3) requirements (power consumption), (4) performance (efficiency ratings), and (5) tolerances (both the tolerance to power supply fluctuations, and listed ranges for some specs). Also, by breaking the lists of specs into discrete chunks located in different tables with clear header descriptions, this layout helps users jump through a lot of complex information to find the content important to them. The zebra-striping on the table enables users to follow text across table rows efficiently. However, the legibility of this design could be further improved by increasing the contrast between the specification text and the table background. And the right alignment of the first table column makes the specifications less scannable.

软件 - 产品规格:初学名单

规格类型

例子和笔记

与其他系统集成和兼容性

  • 有关API的详细信息和其他形式的Intersystem通信和数据交换

特色奇偶校验

  • 版本或产品层之间的功能夹杂物
  • Plug-in, application, and API-access differences between versions or product tiers

系统要求

  • Operating system
  • 内存要求(典型使用)
  • 需要存储空间(和典型使用)
  • 带宽可用(典型使用)
  • Web或Application-Server软件
  • 数据库类型,版本和任何配置要求
  • File servers
  • 安装了编程语言(如PHP,Python或Java)
  • 库,框架和组件(Rails,Node.js等)
  • 包管理人员(如Bower,NPM等)
  • 需要任何其他中间件

IBM Software product specification page
IBM.com’s specifications page for the Sterling B2B Integrator software features full details on all the requirements needed to run this product, including application-server software, package managers, programming languages needed, hardware, and so forth. It helpfully chunks this content into sections, and thus supports spec review in the product-comparison phase of the purchase process. It also offers print-friendly and PDF options, which are sometimes needed for collaborative decision making. The design of this page does, however, suffer from several egregious flaws: (a) the anchor links (forApplication Servers,安装,java,每个表格下面的)增加视觉噪音和可能会混淆用户;(b)组件列中的神秘未标记的图标仅在悬停时呈现有关组件支持的详细信息;(c)过滤每个表的左上角的框要求用户键入过滤器值,而不是允许它们选择一个;(d)一些表列的黄色背景颜色使它们脱颖而出,但目前尚不清楚为什么和他们与其他列不同的方式。

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.