What Does the Customer Value?

Many ecommerce websites, when working on crafting their unique selling point (hereafter USP), will immediately turn to the competition. To see what they are doing and, often more importantly, what they are not doing can be helpful for coming up with a compelling USP. But before researching your competitors, you have to think about your customer – the people who are going to be browsing your website. You need to deliver your USP in a language that they understand.

Even if what you offer truly is “unique”, it will not matter unless you convince your customers that they should care about your product. This is where you need to implement the “So What?” test. Namely, your USB must explain to the customer, unequivocally, precisely why your product is unique and how it would improve their lives. Spoken in this way, your customer cannot reply with “So What?” because the USP has told them exactly why it will benefit them.

Avoid Marketing Language

You may think that a marketing offer – such as 10% off all first purchases or a 24/7 customer service line – constitutes a USP, but I’m afraid not. They may be effective ways of interesting customers, but they don’t necessarily set you apart from other businesses. In fact, USPs should not be driven by marketing at all. Marketing ploys are ways of attracting interest; USPs are more… existential. They explain the very essence of your business, the reason for its existence.  

As a result, your USP should, in many ways, run through the entirety of your content, always calling out to the customer. Your USPs, unlike slogans at the top of your home page, can be incorporated into your products, your brand, and the wider user experience that you provide to customers visiting your ecommerce website design. USPs cannot be delivered as a ‘hard sell’ – they should be an obvious, frequent feature of your website.

Keep It Simple

There is a popular saying in the business world which goes along the lines of: if you cannot explain an idea inside 30 seconds, you don’t understand the idea well enough – or something to that effect. The same logic applies to your USP. Anything that is either too wordy or too layered will immediately go over the customer’s head. You should be able to convey your USB in one breath, so to speak, rather than having to deliver the thing in clauses.

An online shop selling healthy snacks, for instance, would use powerful phrases like “all natural”, and “wholegrain”, making those words stand out in bold. The message here is clear. Saddleback Leather, as another example, writes of its belts: “They’ll fight over it when you’re dead.” Without even mentioning “belts” or “leather”, they have summed up the essence of their USP in one breath ("our belts last pretty damn long!"). It is something that everyone can immediately understand and appreciate. So, when it comes to conceiving your USP, remember that overthinking can be fatal.

If you are looking for the right people to help you start building your online shop, stop searching. DotGO is the place for you. 

For over a decade, we have worked closely with countless small businesses all over the UK to help them create an E-commerce website design that makes them say "wow". 

We have an extremely fast, modern and reliable web design system replete with a number of brilliant features that make the process of managing your website simple and rewarding. Our fantastic team of designers and writers know exactly what it takes to help you build an online shop that is unique to what you do, giving your business the best possible platform from which to grow and thrive. 

Give your small business the stunning bespoke E-commerce web design that it deserves. Call DotGO today and we can start planning something special straight away.