Designing a product page for an engineering audience can be a difficult task.
In the electronics industry, design engineers, component engineers and even software engineers are looking to find the right content fast on your product pages. Industry research shows that engineers are being asked to work more quickly than ever. With more project responsibility, less resources, and more pressure to reduce their approved vendor list, they’re doing all of this from home. Electronics companies don’t want to provide product pages that end in bad outcomes,so many companies are redoubling their efforts to create competitive and differentiated product pages for prospects and customers.
Get Content Priorities Right
Understanding what content, data, and calls to action you have available to populate your product pages is essential, and should be followed by an effort to identify content priorities. Today’s engineers are working
on more projects simultaneously than ever before and are expected to deliver results at a blistering pace. Electronics companies should expect design engineers to hit their sites with a minimum amount of patience and attention. Understanding how to improve engineers finding and utilizing key product page assets is critical.
With an intimate understanding of our target audience and a solid grasp of the content available, we can begin to effectively prioritize product page assets. Despite the abundance of content available, we have the ability to address the complex wants and needs of engineers if we fight the inclination to throw everything at the user in an attempt to provide all the answers all at once. Product pages should be treated as an opportunity to simplify, fulfilling the engineer’s request to move quickly by maximizing every pixel on your product pages.
Your content can be classified in three ways:
Tier 1 Key Assets
Consolidate documents like reference manuals, app notes, package and pinout, schematics etc. in a singular modal near the top of the page or directly underneath promotional material that might take precedence.
Software & Development Tools
Tooling and supportive material should be clearly grouped together, as both are simultaneously needed by the engineer during the discovery and build phases of the design cycle.
Product & Specification Data
Key specification parameters (i.e. voltage for power solutions) are clearly identified in a concise table nearest the product description.
In complex solutions like microcontrollers, reference designs should be highly accessible and preferably interactive. Enabling the engineer to interact with reference designs allows for greater user engagement and adds context to content.
Budgetary Pricing & Availability
Design engineers are now tasked with budgetary and supply considerations, so this information should be readily accessible.
Tier 2 Assets
Block Diagram Tools
As an engineer browses through your products, block diagrams are an easy way to offer high level information, cross pollinate products, and simplified design concepts, which help accelerate the design cycle.
Create and maintain valuable digital assets that capture the attention of the engineer and keep them engaged for as long as possible. Calculators consistently prove to be a valuable resource for design engineers and access to these tools keep them consistently returning to their host site.
Tier 3 Assets
Embedded design is now a core step in nearly all new design efforts and proves to be fertile ground for capturing new business. Dedicated design environments, custom compilers, public repos, etc. are becoming a mainstay and have proven to be a lynchpin in the decision making process. If you have these resources available, they need to be easily accessible and cleanly nested on every relevant product page.
Sites like YouTube and Vimeo or apps such as TikTok and Vine have dramatically impacted how engineers of the past and present ingest digital information. From training material to promotional assets, video content is nearing the point of becoming a requirement.
Kits and Samples
Eval kits and sample programs have been an essential part of the electronics industry since nearly its inception. There are two ways to deliver this information on your product page: either neatly served directly on the page itself next to supportive documentation or use the page as a launching pad to give access to these resources.
Laying It All Out:
Once you have a solid understanding of the electrical engineer, their design cycle, and what assets to prioritize on the page, you’ll be able to start laying out your product pages. Engineers want the latest technical documentation, real-time pricing and availability, buying channels (including the distributors that support a given supplier), and in-context links from the supplier site to the distributor site for easy purchasing.
Big Zeta works with electronics companies of all sizes to create product pages that have just the right amount of near real-time content and data prioritized and presented in ways that map to the design cycle, raise overall conversion and delight design engineers– or at least keep them engaged!
Engineers consistently request that key assets be called out on the page either through increased weighting, iconography or placement on the page (ex: a well called out datasheet). Engineers are also looking for easy scannability of pages and a logical progression of content that starts broadly but becomes specific. They want:
• Timely information that moves logically, is strategically placed, and is displayed graphically
• Reduced redundancy and collections of like information
• Design that prioritizes call-outs and asset weighting to highlight key information
• In-context product linking that supports the buying process To
be easily oriented on the page regardless of entrypoint and guided toward relevant information should they leave the product page
If ever there was a time to produce excellent product pages for engineers, it is now. The unique atmosphere created by an increasingly digital world, a more connected and efficient workforce, and an abundance of innovative tools presents no shortage of opportunity for electronics companies. Capabilities around customer intelligence, interactivity, content, data, UI/UX, as well as emerging technologies like artificial intelligence have never been more powerful. Built upon an evidence-based foundation of the right customer intelligence work, you’ve got an edge–the ability to prioritize content, page layout, and optimized interactions within the product page to the benefit of your company and your customer.