All businesses have information and messages that they want to share with their customers. Some businesses have simple, straightforward information about easy-to-understand products and services. But many businesses have products and services that are novel, difficult to use, and require careful consideration before purchasing. When generating content and sharing information with buyers or users, there are a few things to keep in mind.
Most importantly, it’s crucial to give consumers information that is sufficient to support their needs without overwhelming them. Successful companies with complex offerings keep their information task oriented and digestible. When information is task-oriented, it is specific to what the consumer is trying to accomplish at the time. When information is digestible, it can be readily understood and applied.
There are two places in the customer journey where companies should provide task-oriented and digestible information:
Sharing information with buyers pre-purchase
The buyer journey takes place before your customer makes a purchase. At this stage, focus on helping customers a) decide to buy from the company and b) if applicable, select the right product or service. Above all, companies should:
- Create a jargon-free unique selling proposition
- Create clear and distinct alternatives
- Make pros and cons transparent
- Call out factors that make your offering unique or a good fit
Sharing information with users post-purchase
The user journey takes place after your customer has made a purchase. The user journey is just as important as the buyer journey—it can create repeat buyers and promoters, and if done well, decreases customer service inquires. So, to optimize information you want to share along the user journey:
- Break long processes down into shorter processes and steps
- Present information in the present tense
- Use visuals where appropriate
Good information is the key to making happy consumers. With over 40,000 Google searches per second and over a billion daily users, it’s clear that consumers search for and find information whenever they need it. Companies that can provide task-oriented and digestible content to their consumers have the best chance of completing a sale and turning a user into a repeat buyer.