Alexey Lebedev is head of the sales department of the online store OZERO. In OZERO you can find equipment and accessories for boating and outdoor activities. Alexey told us how to create online content and navigation that would solve the problems of clients.
OZERO is a hobby that has grown into a business. I love fishing and I understand how important it is to make the right choice when buying goods. The history of OZERO began in 2017 after a conversation between two heads of companies working in the sale of goods for watercraft. They talked about the peculiarities of e-commerce in the Ukrainian online space, in particular, about the difficulties experienced by the consumer while buying goods in online stores.
The problem is that the description of goods, especially technically complex ones, on most sites is meager or inaccurate, and photos and videos are posted in poor quality. This poor content on sites is not even related to the cost or class of goods: it does not matter whether it is an expensive product or mass production. The quality of the content depends on each link in the chain - from the manufacturer and distributor to the retailer and consultant: each of them must provide the most complete information. It is important to be honest with the consumer, therefore, in addition to the merits of the product, we always describe its technical features.
We represent 180 different brands, including Chinese, Korean, Japanese, Australian, Canadian, American and European manufacturers. Naturally, there are many products from Ukrainian manufacturers. We are very proud of our Ukrainian partner, “Stronger”: they produce anchor winches that have practically no analogues in the world.
DUE TO LOW-QUALITY CONTENT ON THE SITE, THE CLIENT CAN’T INDEPENDENTLY MAKE A WEIGHTED DECISION
Often, the consumer, getting acquainted with the parameters and characteristics of the goods on the site, cannot receive information in full and understand whether the product meets his request, which is why he has to call to the store and find out all the details that interest him, watch reviews and read forums.
When a person comes to a store to buy a certain technically complex product for the first time, and he has no operating experience yet, the consultant often recommends a more expensive product or a product that is already stale. But there is a chance that in the end this approach will not satisfy the client's needs.
WE SELL POSITIVE EMOTIONS
If you ask a fisherman why he goes fishing, you will not hear the answer “for fish”. He would go to the supermarket for fish, and he goes fishing for impressions. Therefore, we sell not just boats, motors, echo sounders and a lot of other equipment, but tools to get positive emotions.
Imagine a situation: a client bought a boat, gathered his family, friends, they all happily went out into the big water, and then something goes wrong - everyone did not fit, the boat is moving at the wrong speed, or the wave sweeps over the side. As a result the client is angry with the product and with the store, dissatisfied with the manufacturer and he will write a negative review on the site. And most importantly, the consumer planned the event and spent his time hoping to get positive emotions, but all his expectations turned into disappointment. Who compensates him for the moral damage? But the problem here is not in the brand or in the product, but in the illiterate consultation, in which the client was not heard and his main wishes were not taken into account. After all, if the site contained the most complete and detailed information that allows you to understand under what conditions the potential of the product will be maximized, then such a problem would not have arisen.
THE TASK OF THE COPYWRITER IS TO BE USEFUL FOR THE READER
In order to make high-quality visual content, we have built our own photo studio and our own video production. But with text design, everything is complicated: there are not so many good copywriters who understand the task that the text must solve. Most copywriters work more like rewriters: they simply duplicate often not entirely correct information from other sites or write in common phrases. For example, in the description of a company I often see phrases like “We use innovative technologies”. What technologies are we talking about? Who decided they were innovative? Is this “innovativeness” relevant today, or were they innovative 10 years ago? Unclear. It is important to try to avoid subjective assessments as much as possible. We need factual material. If we say that the motor is powerful, then we indicate how much horsepower it contains, if we say that it is light, then we indicate the weight, etc.
We really want the Ukrainian Internet to be filled with high-quality content, so that after getting acquainted with the product card, the client does not write to the chat and does not call the manager with elementary questions. Of course, we will always answer them, but if the client does not have to look for additional information, he will save time and will be loyal to the brand.
We see an increase in sales this year. This was influenced by two factors. First, in Ukraine, the rules for registering small vessels have been legislatively changed. Secondly, the demand for glanders has increased, which we have been selling for two years already: due to quarantine, many people who used to go abroad in summer stayed in Ukraine and took up active sports here.
Now our main task is to continue to fill the site with high-quality content, make video reviews of popular positions that are most in demand among customers and we post it on our channel OZERO UA. We also plan to release comparative reviews and testing of products of different brands in the same class to show the consumer how products behave when used in specific situations.
The brand directly affects the success of the company. With a high quality of goods and a high level of service, the trademark contributes to the recognition and trust in the brand, the consumer perceives it as a reliable and serious company.