E-commerce: 10 Tips for a More Customer-centric Web Site

2. Your language is not your customers’ language. Just 4,000 people per month search for “low fares” (industry language) online, while 2 million search every month for “cheap flights” (customer language). Seek out your customers’ language and figure out how you’re not using it.

3. Don’t talk about features because customers first and foremost care about benefits. Tell them why your products will make their lives better, not how many features your products have.