跨境电商客户服务英语 课件 introduction、Task 1 产品描述要点、案例与模板

跨境电商客户服务英语（第一版）导论目录Contents第一章售前服务电子商务客户服务渠道与客服咨询模板任务1产品描述要点、案例与模板任务7拒绝买家的折扣要求任务2欢迎词、问候语类电邮的书写任务3产品信息咨询任务5如何书写催促付款电邮任务6接受买家的折扣要求任务4

关于价格、折扣、促销、付款方式、运费和关税咨询目录Contents第二章售中服务任务8订单确认函任务14订单取消确认函任务9发货通知任务10发货延误任务12修改发货地址要求任务13发货过程中常见问题的处理：错发、丢件、货物破损任务11关于发货、到货时间的咨询Introduction:E-commerceCustomerServiceChannelsandReplyTemplates导论：电子商务客户服务渠道与客服咨询模版内容提要1.E-commerceCustomerServiceChannels电子商务客户服务渠道2.Thebenefitsofusingcustomerservicereplytemplates客服咨询模版的作用【内容提要】无论哪种场景，只有对每一种渠道深入了解，才能在具体运营过程中，选择最适合自身业务需求客服模式，才能在“全渠道”模式下，调配各渠道的最优组合。此外，导论还讨论了客服咨询模版使用的作用和意义。知识目标：理解跨境电商客服主要渠道及其优缺点，掌握客服咨询模版之于跨境业务的作用。能力目标：能够根据公司实际情况选择最佳客服渠道组合，能够将客服咨询五大建议运用到咨询服务。Onlinecustomerservicechannelscanbebroadlyclassifiedintotwocategories:self-service

(自助服务)

and

assistedservice

（协助服务）.Self-serviceincludesalltheinformationandtools

thatthecompanyprovidesfortheircustomerstohelpthemsolvetheproblemontheirown,suchasdetailedproductdescriptionsorafrequentlyaskedquestionspage.Assistedservice,ontheotherhand,referstothehelpthatisprovidedbyaservicerepresentative（客服代表）throughdifferentmediums.Herewefocusonassistedservicechannels,whichusuallyincorporatephone,email,chatandsocialmedia.

E-commerceCustomerServiceChannelsself-service

(自助服务)

assistedservice

（协助服务）servicerepresentative（客服代表）Whenorganizingreal-time

（实时）customerservicechannels,suchasphoneorlivechat,itisimportanttotakeintoconsiderationthatconsumersgenerallyshoponlineoutsidethetypicalofficehours,fromearlyafternoonuntillateintheevening.Theopeninghoursofcustomersupportshouldbedesignedtoreflectthisandresponsetime（响应时间）monitoredtomakesurethatthewaitingtimesremainreasonable.Thefasteryourresponsetimeis,thebetter.Evenife-mailisnotreal-timebynature

（本质上）,thecustomer’sclockwillstartticking

（流逝）theverysecondthatthee-mailhasbeensent,andhavingtowaitmorethanadaycanbeabigdrawback（缺点）.real-time（实时）responsetime（响应时间、答复时间）Whilephone,e-mailandchatarestillthemostcommoncustomerservicechannels,thesedayscustomersareincreasinglyseekinghelpalsothroughsocialmedia.Everychannelthatthecompanyhasapresencein

（出现）shouldbecloselymonitored

（监察）andactivelyparticipatedinbythecustomersupportstaff.

“Omni-channel”（全渠道）or“multi-channel”（多渠道）isthelatestbuzzwordinonlinecustomerservice,referringtocustomersupportthatisprovidedacrossmultiplechannelsseamlessly（无缝式）.However,customersdon’treallythinkintermsofchannels,theyjustwanttheirquestionsansweredasfastaspossiblewiththeleastamountofeffortfromthem.Andwhatcustomersreallywantfromyouisquick,friendlyandeffectiveservice.Thismeansthattheresponsetimesshouldbeminutes,ratherthanhoursordays.Italsomeanspersonalized,humanconversations.Andmostimportantly,itmeansthattheproblemshouldbesolvedinaonesingleinteraction（单次交流）.

UnderstandMainIdeas:Q:Whatarethemaincategoriesofonlinecustomerservicechannels?Whatdotheyinclude?A:Onlinecustomerservicechannelscanbebroadlyclassifiedintotwocategories:self-serviceandassistedservice.UnderstandMainIdeas:1.Whatisthebestchanneltoprovidedetailedproductdescriptionsforcustomers?A.assistedserviceB.self-serviceC.frequentlyaskedquestionspageD.phone,email,chatandsocialmediaKey:B2.Whichchannelarecustomersincreasinglyseekinghelp?Phone.B.e-mailC.chatD.socialmediaKeyD3.Whatcustomersreallywantfromcompanieswhentheyhavequestions?Omni-channelMulti-channelQuick,friendlyandeffectiveserviceConversationandinteractionKeyC

PhoneDespitethevarietyofchannelsavailable,customersstillrelyheavilyonthephone.Loudhousesurveyed7,000consumersinsevencountriesandfoundoutthatphoneremainsthemostpopularservicechannel,with54%usingitforfirstcontact

（初次接触）.Thebiggestchallengewithaphoneservicefromthecompany’sperspectiveisthattheyneedtobeabletopullupthecustomer’sorderandconversationhistory

（历史对话记录）toseewhenthecustomerhascalledlast,andproperlyanalyzetheissuewithoutthecustomerhavingtore-explaintheirpreviousissueeverytimetheycall.Onesolution

tothiscouldbephoneregistrationthatisofferedbymanysites,whichautomatically

（自动地）addseveryconversationintothecustomerscallinghistory.Whenusedcorrectly,phonecanbeaneffectivechannelforresolvingissuesinonecontact.conversationhistory

（历史对话记录）4.Whatisthebiggestchallengewithphoneservice?customer’sorderandconversationhistorymustbepullupphoneregistrationmustbeofferedeveryconversationmustbeautomaticallyaddedissuescanberesolvedinonecontactKeyA

1.2E-mail电邮（站内信）客服Somemightsaythate-mailisdying,butmarketingexpertsbelieveotherwise.Theythinkthatatbest,theroleandsignificanceofe-mailmaychange.Somebestpracticesfore-mailincludeusinganaddressthatthecustomercanreplyto,keepingthetitleshortbyusingkeywords,informingthecustomerabouthowtheyareexpectedtoproceed

（推进）nextifnecessary,keepingthemessageshortandsimplebyplacingtheimportantinformationfirst,andincludingthecompany’scontactinformation（联络信息）.Thelanguagethatisusedine-mailsshouldbeasgrammaticallycorrect

（语法正确）andcomprehensible

（通俗易懂）aspossibletoavoidanymisunderstandingsorconfusion,becausepeoplegenerallytendtoreadtextonascreenbyonlyglancingitthrough.

contactinformation

（联络信息）1.3Chat实时聊天客服Chatcustomerserviceisstillarelativelyfreshconcept,andassuchitcanprovideacompetitiveadvantageoveryourcompetitors,whenproperlyexecuted

（执行）.The

advantagesofchat

incomparisontophoneore-mailareindisputable（无可争议）.Askilledcustomerservantcanhandlemultipleconversations

（一对多沟通）atthesametime,anditisevenpossibletocreatesomestandardrepliestothemostfrequentlyaskedquestions.Chatalsoleavesawrittendocumentationofeverythingthathasbeendiscussed.Itisfasterandmorecommunicativethane-mail,allowingareal-timeconversation,whilebeinglessexpensivethanaphoneservice.Eventhename“chat”impliesthatitisallaboutconversationwiththecustomer.Thisalsomeansthatusingspokenlanguageismoreacceptablethaninotherchannels.Whilespokenlanguageiscommonlyusedinchatconversations,youshouldthinkaboutwhatstyleofcommunicationsuitsyourcompanythebest.Ageneralguidelinewouldbetousesimplesentencestructuresandcommonwords,whileavoidingjargon,slangordialects.

multipleconversations

（一对多沟通）

Thedemandsforachatcustomerservicerepresentative

（在线聊天咨询代表）arehigh,becausetheyneedtobeskilledwritersandfluentcommunicators,whiledoingitallinreal-time.Theyalsoneedtohavegoodknowledgeofthecompanyanditsproductsinordertoprovidethecustomerwithaccurateadvice.Thisnaturallyrequiresacertainpersonalitytypethatiscomfortablewithmultitasking（多任务处理).Althoughchathashighsatisfactionratings（满意度排名）,itdoesnotcomewithoutitschallenges.Thenumberonechallengeforthecompanyisthateverythinghappensinreal-time,meaningthattheresponsetimesshouldbeinseconds,notminutes.Andthemorecustomersyouhaveonlineatonce,themorechallengingitbecomestomanage.Providinggoodcustomerserviceoverchatcanbedifficult,butifyoudoitright,therewardsarealsohigh,andyouwillendupwithmoreloyalandsatisfiedcustomers.

chatcustomerservicerepresentative

（在线聊天咨询代表）multitasking

（多任务处理)satisfactionratings（满意度排名）5.WhichofthefollowingisNOTthegoodpracticefore-mail?usinganaddressthatthecustomercanreplytokeepingthetitleshortbyusingkeywordsinformingthecustomerabouthowtheyareexpectedtoproceednextpeopletendtoreadtextbyonlyglancingthelanguagethrough\KeyD6.WhichofthefollowingisNOTtheadvantageofchatcustomerservicecomparedtophoneande-mail?customerservantcanhandlemultipleconversationsatthesametimewrittendocumentationofeverythingthathasbeendiscussedcanbecreateditismorereal-timeconversationwhilebeinglesscostlytheconversationsaremorespokenlanguageKeyD7.Whatisthechallengewithchatcustomerservice?theresponsetimesshouldbeinminuteseverythinghappensisnotalwaysrea-timechatdon’talwayshavehighsatisfactionratingscustomerservantsmustmakeresponseinstantlyKeyD

社交媒体客服Socialmediaisanonlinenetworkorcommunity（在线社交网络或社群),wherepeoplewithsimilarinterestscangathertoshareinformation.Itisthemodern-dayversionofamarketsquare,representedbyalargenumberofdifferentwebapplications.Itisimportanttogetacquaintedwith（结识)

thedifferenttypesofsocialmediaplatformsandrecognizetheirdifferences.Thisdoesnotmeanyouneedtobeactiveineverychannel,butyoushouldbewhereyourcustomersare.Businessestendtoseesocialmediasolelyasamarketingchannel,notrealizingitspotentialforcustomerservice.Butcustomersmaychoosetocontactthecompanythroughanychannel,andwhentheydo,youneedtobepreparedtohandlethem.Respondingtocustomercontactsisthecornerstone（基石)

ofsocialcustomerservice.Socialmediaisnotsuitableforordering,cancellationsorservicechanges.However,itisagreattoolforprovidingproductandserviceinformation,answeringsimplepriceenquiries,andreceivingfeedbackordevelopmentideas.8.Whatserviceissocialmediasuitablefor?AnsweringsimplepriceenquiriesCancellationsServicechangesOrderingKeyA

ThebenefitsofusingcustomerservicereplytemplatesWhetheryourbusinessusesaknowledgebase,

anonlineFAQ

oreachresponseishandledfreehand（徒手),youwillfindthatcommontrendsinquestionsorissuesemergequickly.Usingcustomerservicetemplatescanhelpanybusinessbecomemoreefficient.Withcustomerservicereplytemplates,youcanhandleallkindsofcustomers’inquiryproperlyandefficiently.Whetherit’sathankyouemailforplacinganorder（订单确认函)

oranabandonedcartemail（代付款提醒),eachtemplatecanbepersonalized（定制)

inadvance.Butthebenefitsincreatingcustomersupporttemplatesarenotonlylimitedtosavingtime.Otheradvantagesincludepersonalizedmessaging,reducederrorsandbeingabletomaintainbrandtoneandvoice.Personalizedmessaging.

Usingcustomerservicereplyemailtemplatesinthefollowingchapters,youcanautomaticallypersonalizethemessageeverytimetoincludethecustomer’sname,address,productandpricingdetails.Reducethemarginforerrors（错误范围)

.

Asthereisnoneedtoretypeeachemail,youremoveasignificantchunkofhumanerror（人为错误)

andriskofsendingincorrectmessageswithpotentiallyawkwardconsequences.Same

brandtone

ofvoice

（品牌声音)

ineverycommunication.

Asyourteamdoesnotneedtoeditthetextwithintheemailreply,anypersonusingthetemplatecansendtheemailandnothavetoworryabout“gettingthesamemessageright”.brandtone

ofvoice

（品牌语调)Toneofvoiceishowabrandcommunicatesandconnectswithitsaudiencethroughmessagingandcustomerinteractions.Ithelpsbusinessesdifferentiatethemselvesfromthecompetitionandcommunicatetheirbrandvaluestotheiraudience.ToneofVoiceExamplesNike’stoneofvoiceisseriousandpowerful.They’verunmanycampaignsovertheyearsencouragingathletestobethebesttheycanbe.2.What’sthebenefitsofusingcustomerservicereplytemplates?Answer:Personalizedmessaging,reducethemarginforerrorsandkeepthesame

brandtone

ofvoiceineverycommunication.9.WhichofthefollowingisNOTthebenefitsofusingcustomerservicereplytemplates?A.Reducethemarginforerror.B.Keepthesametoneofthecompany’voice.C.Reducethedemandforcustomerservicerepresentatives.D.Personalizemessageforcustomers.KeyCFivetipsforansweringcustomerserviceemailsIfacustomerwritesanemailtoyou,itmeanstheycareenoughtodosomethingaboutit–Whethertheemailisnotifyingthearrivalofparceloradvertisinganewproduct.It’simportanttomakesureeverysinglecustomeremailisanswered.Respondingtocustomersisasure-fireway（万全之策)

tomakeunhappycustomershappyandithelpstocreategoodcustomerrelationships.Here’s5tipstorespondingtocustomerserviceemails：1.ReadtheemailthoroughlybeforeyourespondCustomersvaluegoodserviceoverspeed.Itmightbethecustomergotlostonyourwebpageoraskedforadiscountbutreadtheemailthoroughlybeforeyouwriteyourresponse.Iftheemailhastoolittleinformationforyoutosolvetherequest,it’sOKtoaskquestionstogetmoreinformation.2.AddressyourcustomerbynameMostemailssenttoyourcustomersupportteamaresentbyhumanbeings.It’seasytoforgetthiswhenyouanswerhundredsorthousandsofemailsperweek,butpeopleappreciatebeingtreatedlikehuman–Infact,recentresearchbyCiscofoundthatcustomersarewillingtopayextraforamorepersonalizedservice

（定制服务）

.Makesureyouaddressthecustomerbyhis/hernameineachemailyourespondto.3.FocusonsolvingtheproblemAcustomerwhocommunicatesaproblemdoesnotwanttohearexcusesofwhytheproblemoccurred.Theyonlywanttohearthesolution.Ifthecustomercannotgettheparcelbytheestimateddate（预估日期),thereisnoneedtoexplainthatit’syourshipper’sfaultforthedelay–Findasolutionandinformthecustomertheproblemisfixed.

4.IncludelinkstoyourwebpageIt’smucheasierforbothyouandyourcustomerifyouprovidelinkstorelevantsourcesonyourwebsiteratherthanexplaininghowtonavigatethrough（浏览)

thepages.Forexample.here’salengthyresponse（长篇大论)

:“Inordertologintoyouraccount,pleasegotoourhomepageandatthetoprightofthepage,clickthe“myaccount”link.Onceyouclickthelink,youwillbetakentotheloginpage.”Comparedtoamuchmoreuser-friendlyresponse:“Tologin,pleasevisit/login”5.Useyourrealnameandemailsignature（电子邮件签名)

Stayinganonymous（匿名的)inyourresponsesisthewrongapproach.Ifyouuseageneric

（常规的)

emailsignature,whichusuallyincorporatesyourname,title,companyandcontactinformation,thecustomerwouldknowwhoheorsheisemailingwith.Thinkofitlikeaconversation,it’smorenaturaltosayyournameinsteadofjustcompanynameanddepartment.Usingyourownnamewillonlystrengthentherelationship.emailsignature

（电子邮件签名)3.Whattipsforansweringcustomerserviceemailsdoesthepassagesuggest?Answer:Theyarereadtheemailthoroughlybeforeyourespond,addressyourcustomerbyname,focusonsolvingtheproblem,includelinkstoyourwebpage,anduseyourrealnameandemailsignature11.WhichofthefollowingelementsisNOTnecessarilyincludedinemailsignature?A.yourname.B.yourjobtitle.C.yourcontactinformation.D.yourphotoKeyD

Project:createanemailsignature

ofyourself.C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.monitor;loyal;drawback;navigate;executed;getacquaintedwith;humanerror;sure-fireway;1.Evenife-mailisnotreal-timebynature,thecustomer’sclockwillstarttickingtheverysecondthatthee-mailhasbeensent,andhavingtowaitmorethanadaycanbeabigdrawback.2.Everychannelthatthecompanyhasapresenceinshouldbecloselymonitoredandactivelyparticipatedinbythecustomersupportstaff.3.Providinggoodcustomerserviceoverchatcanbedifficult,butifyoudoitright,therewardsarealsohigh,andyouwillendupwithmoreloyalandsatisfiedcustomers.4.Itisimportanttogetacquaintedwiththedifferenttypesofsocialmediaplatformsandrecognizetheirdifferences.C.BuildYourVocabularymonitor;loyal;drawback;navigate;executedgetacquaintedwith;humanerror;sure-fireway;5.Asthereisnoneedtoretypeeachemail,youremoveasignificantchunkofhumanerrorandriskofsendingincorrectmessageswithpotentiallyawkwardconsequences.6.Respondingtocustomersisasure-firewaytomakeunhappycustomershappyandithelpstocreategoodcustomerrelationships.7.It’smucheasierforbothyouandyourcustomerifyouprovidelinkstorelevantsourcesonyourwebsiteratherthanexplaininghowtonavigate

throughthepages.8.Chatcustomerserviceisstillarelativelyfreshconcept,andassuchitcanprovideacompetitiveadvantageoveryourcompetitors,whenproperlyexecuted.D.BuildYourSentencePutthefollowingsentencesintoEnglish.1.电话、电邮、在线聊天依然是最普遍的客服渠道，现在客户越来越多的通过社交媒体寻求帮助。（socialmedia）Whilephone,e-mailandchatarestillthemostcommoncustomerservicechannels,thesedayscustomersareincreasinglyseekinghelpalsothroughsocialmedia.

2.通过使用客服回复模版，你可以恰当并且有效地处理各种客服咨询。(replytemplate)Withcustomerservicereplytemplates,youcanhandleallkindsofcustomers’inquiryproperlyandefficiently.

3.相对于服务速度，客户更重视服务质量（value…over…）Customersvaluegoodserviceoverspeed.4.当你每周回复成千上百封电邮时，你很容易忘记人们喜欢被以人性化对待。(treatlikehuman)It’seasytoforgetthiswhenyouanswerhundredsorthousandsofemailsperweek,butpeopleappreciatebeingtreatedlikehuman

5.常规电子签名通常包含了你的姓名、职位、公司、联络方式，因此只要你电邮中使用，客户就明白他们是与谁进行往来。（genericemailsignature）Ifyouuseagenericemailsignature,whichusuallyincorporatesyourname,title,companyandcontactinformation,thecustomerwouldknowwhoheorsheisemailingwith.

跨境电商客户服务英语（第一版）导论目录Contents第一章售前服务电子商务客户服务渠道与客服咨询模板任务1产品描述要点、案例与模板任务7拒绝买家的折扣要求任务2欢迎词、问候语类电邮的书写任务3产品信息咨询任务5如何书写催促付款电邮任务6接受买家的折扣要求任务4

关于价格、折扣、促销、付款方式、运费和关税咨询目录Contents第二章售中服务任务8订单确认函任务14订单取消确认函任务9发货通知任务10发货延误任务12修改发货地址要求任务13发货过程中常见问题的处理：错发、丢件、货物破损任务11关于发货、到货时间的咨询Task1:WritingProductDescriptions:Tips,Examples,andTemplates任务一：产品描述要点、案例与模版内容提要1.Whatisaproductdescription?何为产品描述？2.Sixtipsforwritingconvertingproductdescriptions

客服咨询模版的作用

3.

Examplesofgreatproductdescriptions

经典案例分析

4.

Productdescriptiontemplates

产品描述模版【内容提要】产品描述是售前工作流程的起点，某种意义上也是后续咨询工作量的缘起。本节主要内容包含：产品描述的内容、六大建议、经典案例分析与两个模版（通用类与服装类）。知识目标：理解产品描述的概念、基本要素，掌握呈现产品信息的常用英语词汇。能力目标：通过案例和模版学习，能够根据产品基本信息完成产品描述工作任务。Creatingproductdescriptionsforyourecommercestoreisabalancingact（权衡行为）.Youwanttoprovideenoughinformationtoshopperstoansweranypotentialquestionstheymighthave,butyoualsoneedtokeepinmindtheideaofattentioneconomics:

humanattentionisascarcecommodity（稀缺商品）.Sohowcanyoumakesurethatyou’regivingcustomersboththerightquantityandqualityofinformation?Keepreadingtofindout.Whatisaproductdescription?Aproductdescriptionisthemarketingcopyoneachproductpagethatexplainswhataproductisandwhyashoppershouldbuyit.

AnecommercesalestoolYourproductdescriptionscanactasavaluablesalestoolforyourbusinessbyhelpingyoudirectlytargetyouridealcustomers.Likeagoodsalespitch（营销推广）,thecopyshouldcapturethetoneandpersonalityofyourbrandandtheproductsyouselltohelpyouconnectwithpotentialcustomers.DescribeproductfeaturesandbenefitsProductdescriptionsshouldcovertwomainaspects:featuresandbenefits.Thesearethebreadandbutterofyourproductpagecopy.

Afeatureisaqualityorafunctionofaproduct.Forexample,“Thislaptopbagiswaterproof”describesafeature.Abenefitisthevalueacustomergetsfromafeatureoftheproduct.Forexample,“Youwon’tneedtoworryabouttherainanymore”describesabenefitofthebagbeingwaterproof.Beasspecificaspossiblewhendescribingfeaturesandbenefits.Don’tjustsayaproductishigh-quality;letshopperscometothatsameconclusionthroughtheproductfeaturesandbenefits.salespitch（营销推广）A.UnderstandMainIdeas:1.What’saproductdescription?Answer:Aproductdescriptionisthemarketingcopyoneachproductpagethatexplainswhataproductisandwhyashoppershouldbuyit.So,it’sanecommercesalestoolanditdescribesproductfeaturesandbenefits.B.UnderstandDetails:1.“Thislaptopbagiswaterproof.”Whatdoesthisproductdescriptiondescribe?A.materialB.designC.featureD.functionKey:C2.“Youwon’tneedtoworryabouttherainanymore.”Whatdoesthissentencedescribeabouttheproduct?A.benefitB.featureC.useD.purposeKey:A3.Whattwomainaspectsshouldbecoveredinproductdescription?A.featuresanduseB.functionsandbenefitsC.featuresandbenefitsD.useandbenefitsKey:CSixtipsforwritingconvertingproductdescriptionsYourproductdescriptionsneedtodomorethanjustdescribeyourproducts—theyneedtosellthem.Thegoodnewsisthatcreatingproductdescriptionstoencouragesalesisn’tdifficult.Allittakesisfollowingafewbasicguidelines（指导原则）.Hereare5tipsforwritingproductdescriptionsthatincreasesales.1KnowyouraudienceFirstandforemost,youcan’tappealtoyouraudienceunlessyouunderstandthem.Focusonthebuyerpersona（用户画像）ofyouridealcustomerandselltothem,ratherthantryingtopleaseeverybody.Whoisyouridealcustomer?Whataretheylookingforinaproduct?What’simportanttothem?Whatisn’t?Ahelpfultrick:Imaginethatyouareasalesassociateatabrickandmortar（实体店）versionofyourstore.Whichtoneofvoicewouldyouusewithcustomers?Whatkindoflanguage?That’sthetoneandlanguageyoushoulduseforyourproductdescriptions.buyerpersona（用户画像）Abuyerpersonaisaresearch-basedprofilethatdepictsatargetcustomer.Buyerpersonasdescribewhoyouridealcustomersare,whattheirdaysarelike,thechallengestheyfaceandhowtheymakedecisions.ProvidedetailedinformationYou’lloftenhearabouthowinternetusershaveshortattentionspans（注意力短暂）.Thiscanmakeittemptingtoincludeminimalinformationabouteachofyourproducts,inthehopesofnotscaringawaypotentialcustomers.However,thisapproachcanbackfire（事与愿违）.Whilepeoplemayindeedbeimpatientinsomeonlinesituations,shoppingisn’toneofthem.AccordingtotheConnectedShoppersReportconductedbySalesforcein2017,85%ofonlineconsumers

conductresearchbeforebuyingaproduct,and87%areunlikely

topurchasefromretailersthatprovideincompleteorinaccurateinformation.Ifyouwanttoconvincepeopletoconvert,therefore,youneedtoofferthemallthedetailsthey’relookingfor.Thismeans:Providingthekeyfactsaboutaproduct,suchassize,color,material,andtechnicalspecifications（技术参数）.Highlightingalloftheitem’sfeatures–whatcanitdo,andhowcanitbeused?Ensuringthateverythingonyourproductpageisaccurate.Themoreinformationapotentialcustomerhasaboutaparticularproduct,themoreconfidentthey’llfeelinhittingthe“buy”button.Focusontheproduct’sbenefits强调产品优点Whileit’simportanttoprovidelotsofdetailedinformation,thisdoesn’tmeanyourproductdescriptionshavetobedrylistsoffacts

（枯燥事实罗列）.Aproductpage

shouldinformtheconsumer–butitshouldalsobepersuasive.Thismeansyou’llwanttocreate‘customer-centric’（客户为中心）productdescriptions.CheckoutthedescriptionofFitbitCharge3below:Peoplewanttoknowwhetherwhatyou’reofferingcanmaketheirlivesbetter.Todothis,youcan:Makethebenefitsofyourproductclearrightaway.Identifyyourtargetcustomer’s‘painpoints’（痛点）andrespondtothem.Howwillyourproduct

simplifyatask,eliminate（消除）afrustration,orenablethemtodosomethingnew?Don’tjustguesswhatyourcustomerswant.Instead,dosomeresearchand

createadetailedbuyerpersona.Whenputtingyourproductdescriptionstogether,you’llwantto‘front-load’（前置）thisinformation.Insteadofstartingbysharingthethreadcount（纺织品的针数）forasetofbedsheets,explainhowthecustomerwillbeabletoenjoyamorerestful（安心）night’ssleep.Aftersellingthemontheproduct’skeyadvantages,youcanthengetintothedetails.threadcount（纺织品的针数）UsepowerfulwordsSofar,we’vebeentalkingaboutthecontentofyourproductdescriptions.However,theideasyousharearen’ttheentirestory.Thespecificwordchoicesyoumakematterjustasmuch.Somewordsencouragepeopletobuy,whileothersdon’t.Ifyouwanttosellmoreproducts,you’llneedtofocusonusing

terminology

（术语）that’sattention-grabbing

（抓人眼球的）,andpersuasive:Someofthewordsyou’llwanttoincorporateinclude:“You”.

It’simportanttotalkaboutyourproductfromtheperspectiveofyourcustomers.Thisway,you’llmakeyourproductdescriptionsmorepersonal.Sensoryterms

（感官词语）,suchas“see”,“hear”,and“feel”.

Thesewordsencourageyourcustomerstoimaginewhatitwillbeliketouseyourproduct.Positive‘powerwords’,like“empower”,“effortless”,“striking”,and“delight”.

Theseterms

provoke

（挑动）

emotions,grabattention,andmakeyourdescriptionsstandout.Justbecarefulnottogooverboard

（过分热情）withthese–andmakesureyourproductcanbackupyourclaims

（名至实归）.It’salsoimportantthatyourproductdescriptionsarewritteninanappropriatewayforyouraudience.Thismeansadoptingarelevanttoneandchoiceofwords–whetheryou’relighthearted（轻松惬意）andfunny,orprofessionalandno-nonsense.IncorporaterelevantkeywordsOfcourse,we’dberemissifwedidn’tmentionkeywords.Incorporatingkeywordsintoyourproductdescriptionshastwoprimarybenefits.First,itimprovestheSearchEngineOptimization(SEO)

（搜索引擎优化）ofyourproductpages.About69%oftraffictoyoure-commercesiteislikelytocomethroughsearchengineafterall.Inaddition,keywordssignaltopotentialcustomersthatyourproductisrelevanttotheirneeds.Ifthey’researchingforaparticularterm,andthesamephraseappearsinyourproductdescription,thosecustomerscanbemoreconfidentoftheitemmatchingwhatthey’re