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How to Create a Pivot Table in Excel: A Step-by-Step Tutorial
The pivot table is one of Microsoft Excel’s most powerful — and intimidating — functions. Pivot tables can help you summarize and make sense of large data sets. However, they also have a reputation for being complicated.
The good news is that learning how to create a pivot table in Excel is much easier than you may believe.
We’re going to walk you through the process of creating a pivot table and show you just how simple it is. First, though, let’s take a step back and make sure you understand exactly what a pivot table is, and why you might need to use one.
What is a pivot table?
What are pivot tables used for?
How to Create a Pivot Table
Pivot Table Examples
In other words, pivot tables extract meaning from that seemingly endless jumble of numbers on your screen. And more specifically, it lets you group your data in different ways so you can draw helpful conclusions more easily.
The “pivot” part of a pivot table stems from the fact that you can rotate (or pivot) the data in the table to view it from a different perspective. To be clear, you’re not adding to, subtracting from, or otherwise changing your data when you make a pivot. Instead, you’re simply reorganizing the data so you can reveal useful information.
What are pivot tables used for?
If you’re still feeling a bit confused about what pivot tables actually do, don’t worry. This is one of those technologies that are much easier to understand once you’ve seen it in action.
The purpose of pivot tables is to offer user-friendly ways to quickly summarize large amounts of data. They can be used to better understand, display, and analyze numerical data in detail.
With this information, you can help identify and answer unanticipated questions surrounding the data.
Here are seven hypothetical scenarios where a pivot table could be helpful.
1. Comparing Sales Totals of Different Products
Let’s say you have a worksheet that contains monthly sales data for three different products — product 1, product 2, and product 3. You want to figure out which of the three has been generating the most revenue.
One way would be to look through the worksheet and manually add the corresponding sales figure to a running total every time product 1 appears. The same process can then be done for product 2, and product 3 until you have totals for all of them. Piece of cake, right?
Imagine, now, that your monthly sales worksheet has thousands upon thousands of rows. Manually sorting through each necessary piece of data could literally take a lifetime.
With pivot tables, you can automatically aggregate all of the sales figures for product 1, product 2, and product 3 — and calculate their respective sums — in less than a minute.
2. Showing Product Sales as Percentages of Total Sales
Pivot tables inherently show the totals of each row or column when created. That’s not the only figure you can automatically produce, however.
Let’s say you entered quarterly sales numbers for three separate products into an Excel sheet and turned this data into a pivot table. The pivot table automatically gives you three totals at the bottom of each column — having added up each product’s quarterly sales.
But what if you wanted to find the percentage these product sales contributed to all company sales, rather than just those products’ sales totals?
With a pivot table, instead of just the column total, you can configure each column to give you the column’s percentage of all three column totals.
Let’s say three products totaled $200,000 in sales. The first product made $45,000, you can edit a pivot table to instead say this product contributed 22.5% of all company sales.
To show product sales as percentages of total sales in a pivot table, simply right-click the cell carrying a sales total and select Show Values As > % of Grand Total.
3. Combining Duplicate Data
In this scenario, you’ve just completed a blog redesign and had to update many URLs. Unfortunately, your blog reporting software didn’t handle the change well and split the “view” metrics for single posts between two different URLs.
In your spreadsheet, you now have two separate instances of each individual blog post. To get accurate data, you need to combine the view totals for each of these duplicates.
Instead of having to manually search for and combine all the metrics from the duplicates, you can summarize your data (via pivot table) by blog post title.
Voilà, the view metrics from those duplicate posts will be aggregated automatically.
4. Getting an Employee Headcount for Separate Departments
Pivot tables are helpful for automatically calculating things that you can’t easily find in a basic Excel table. One of those things is counting rows that all have something in common.
For instance, let’s say you have a list of employees in an Excel sheet. Next to the employees’ names are the respective departments they belong to. You can create a pivot table from this data that shows you each department’s name and the number of employees that belong to those departments.
The pivot table’s automated functions effectively eliminate your task of sorting the Excel sheet by department name and counting each row manually.
5. Adding Default Values to Empty Cells
Not every dataset you enter into Excel will populate every cell. If you’re waiting for new data to come in, you might have lots of empty cells that look confusing or need further explanation.
That’s where pivot tables come in.
You can easily customize a pivot table to fill empty cells with a default value, such as $0, or TBD (for “to be determined”). For large data tables, being able to tag these cells quickly is a valuable feature when many people are reviewing the same sheet.
To automatically format the empty cells of your pivot table, right-click your table and click PivotTable Options.
In the window that appears, check the box labeled Empty Cells As and enter what you’d like displayed when a cell has no other value.
How to Create a Pivot Table
Enter your data into a range of rows and columns.
Sort your data by a specific attribute.
Highlight your cells to create your pivot table.
Drag and drop a field into the “Row Labels” area.
Drag and drop a field into the “Values” area.
Fine-tune your calculations.
Now that you have a better sense of what pivot tables can be used for, let’s get into the nitty-gritty of how to actually create one.
Step 1. Enter your data into a range of rows and columns.
Every pivot table in Excel starts with a basic Excel table, where all your data is housed. To create this table, simply enter your values into a specific set of rows and columns. Use the topmost row or the topmost column to categorize your values by what they represent.
For example, to create an Excel table of blog post performance data, you might have:
A column listing each “Top Pages.”
A column listing each URL’s “Clicks.”
A column listing each post’s “Impressions.”
We’ll be using that example in the steps that follow.
Step 2. Sort your data by a specific attribute.
Once you’ve entered all your data into your Excel sheet, you’ll want to sort your data by attribute. This will make your information easier to manage once it becomes a pivot table.
To sort your data, click the Data tab in the top navigation bar and select the Sort icon underneath it. In the window that appears, you can sort your data by any column you want and in any order.
For example, to sort your Excel sheet by “Views to Date,” select this column title under Column and then select whether you want to order your posts from smallest to largest, or from largest to smallest.
Select OK on the bottom-right of the Sort window.
Now, you’ve successfully reordered each row of your Excel sheet by the number of views each blog post has received.
Step 3. Highlight your cells to create your pivot table.
Once you’ve entered and sorted your data, highlight the cells you’d like to summarize in a pivot table. Click Insert along the top navigation, and select the PivotTable icon.
You can also click anywhere in your worksheet, select “PivotTable,” and manually enter the range of cells you’d like included in the PivotTable.
This opens an options box. Here you can select whether or not to launch this pivot table in a new worksheet or keep it in the existing worksheet, in addition to setting your cell range.
If you open a new sheet, you can navigate to and away from it at the bottom of your Excel workbook. Once you’ve chosen, click OK.
Alternatively, you can highlight your cells, select Recommended PivotTables to the right of the PivotTable icon, and open a pivot table with pre-set suggestions for how to organize each row and column.
Note: If using an earlier version of Excel, “PivotTables” may be under Tables or Data along the top navigation, rather than “Insert.” In Google Sheets, you can create pivot tables from the Data dropdown along the top navigation.
Step 4. Drag and drop a field into the “Row Labels” area.
After you’ve completed Step 3, Excel will create a blank pivot table for you.
Your next step is to drag and drop a field — labeled according to the names of the columns in your spreadsheet — into the Row Labels area. This will determine what unique identifier the pivot table will organize your data by.
For example, let’s say you want to organize a bunch of blogging data by post title. To do that, you’d simply click and drag the “Top pages” field to the “Row Labels” area.
Note: Your pivot table may look different depending on which version of Excel you’re working with. However, the general principles remain the same.
Step 5. Drag and drop a field into the “Values” area.
Once you’ve established how you’re going to organize your data, your next step is to add in some values by dragging a field into the Values area.
Sticking with the blogging data example, let’s say you want to summarize blog post views by title. To do this, you’d simply drag the “Views” field into the Values area.
Step 6. Fine-tune your calculations.
The sum of a particular value will be calculated by default, but you can easily change this to something like average, maximum, or minimum depending on what you want to calculate.
On a Mac, you can do this by clicking on the small i next to a value in the “Values” area, selecting the option you want, and clicking “OK.” Once you’ve made your selection, your pivot table will be updated accordingly.
If you’re using a PC, you’ll need to click on the small upside-down triangle next to your value and select Value Field Settings to access the menu.
When you’ve categorized your data to your liking, save your work and use it as you please.
Pivot Table Examples
From managing money to keeping tabs on your marketing effort, pivot tables can help you keep track of important data. The possibilities are endless!
See three pivot table examples below to keep you inspired.
1. Creating a PTO Summary and Tracker
If you’re in HR, running a business, or leading a small team, managing employees’ vacations is essential. This pivot allows you to seamlessly track this data.
All you need to do is import your employee’s identification data along with the following data:
Sick time.
Hours of PTO.
Company holidays.
Overtime hours.
Employee’s regular number of hours.
From there, you can sort your pivot table by any of these categories.
2. Building a Budget
Whether you’re running a project or just managing your own money, pivot tables are an excellent tool for tracking spend.
The simplest budget just requires the following categories:
Date of transaction
Withdrawal/Expenses
Deposit/Income
Description
Any overarching categories (like paid ads or contractor fees)
With this information, you can see your biggest expenses and brainstorm ways to save.
3. Tracking Your Campaign Performance
Pivot tables can help your team assess the performance of your marketing campaigns.
In this example, campaign performance is split by region. You can easily which country had the highest conversions during different campaigns.
This can help you identify tactics that perform well in each region and where advertisements need to be changed.
Digging Deeper With Pivot Tables
You’ve now learned the basics of pivot table creation in Excel. With this understanding, you can figure out what you need from your pivot table and find the solutions you’re looking for.
For example, you may notice that the data in your pivot table isn’t sorted the way you’d like. If this is the case, Excel’s Sort function can help you out. Alternatively, you may need to incorporate data from another source into your reporting, in which case the VLOOKUP function could come in handy.
Editor’s note: This post was originally published in December 2018 and has been updated for comprehensiveness.
14 Best Screen Recorders to Use for Collaboration
For your team, screen recorders can be used for several reasons — from creating tutorials for your website to recording a recurring tech issue to sending your marketing team a quick note instead of an email.
Plus, we can’t forget about product demos and training videos that can be used by many departments on your team, from marketing to sales to customer service.
Below, let’s learn about the best free and paid screen recording options for your company — whether you work at a small business or enterprise company.
What is the best screen recorder?
What’s considered the best will depend on what you need. Are you using it for work? For fun? Will you be live streaming on another platform? Once you’ve figured out your use cases, it will be easier to choose a screen recording tool.
Other qualities you should take into account include:
Cost
User interface and ease of use
Built-in editing tools
Sound quality
While we can’t definitively tell you which screen recorder is best for you, we’ve come up with a list of some of our top choices.
Best Screen Recorder Tools Overall
1. Loom
Price: Starter Plan, free; BusinessPlan, $12.50/user/month; Enterprise, contact for pricing
Best for: Work communication
Pros:
Background noise suppression
Viewer insights
Can create a team workspace for storing and sharing videos
Integrates with Slack, Jira, Dropbox, GitLab, and more
Cons:
5 minute recording limit with Starter Plan
Limited editing features
Loom is one of the best screen recorders on the market for Mac, Windows, and iOS.
You can easily record your whole screen or a partial screen and narrate using your microphone. At HubSpot, we’ve been known to use it to disseminate information to our marketing team.
When you’re done recording, it offers easy editing capabilities, allowing you to trim the video or add a call-to-action (CTA) and custom thumbnail.
To share your video, you can instantly share with a link and even add a password for extra privacy. Loom’s easy-to-use platform and privacy features make it an excellent choice for workplace communication.
Overall, this is a great choice because it’s quick, easy to use, and offers everything you’d need.
2. Screencastify
Price: Free; Starter, $7/user/month; Pro $10/user/month
Best for: Tutorial videos
Pros:
Easy to use for newbies
All videos are saved in Google Drive for easy access
Ability to add interactive questions to check for information retention
Cons:
For chrome devices and browsers only
Limited editing capabilities
Screencastify is a Google Chrome screen recorder that is best used for creating tutorial videos.
With its free version, you can easily record up to five minutes per video of your screen and webcam, add annotations, trim your videos, and export to Google Drive or publish to YouTube.
The paid versions offer some more bells and whistles, most notably the unlimited recording length, and priority support.
Other features include narration, offline recording, the ability to instantly share via Google Drive, and direct upload capabilities.
The easy annotations and customizable screen options make it an excellent choice for tutorial videos.
3. OBS Studio
Price: Free
Best for: Professional live streaming
Pros:
Easy to customize
Great for streaming on platforms like Twitch or YouTube
Offers several premade scenes
Cons:
No ability to use multiple screen transitions between takes
High learning curve
Open Broadcaster Software (OBS) is a screen recording software mainly used for live streaming on platforms like Twitch and YouTube.
When you begin recording, you can choose what part of the screen you want to capture and will have access to an audio mixer. The audio mixer will allow for professional sound quality.
With OBS, you can record an unlimited amount of scenes, switching seamlessly with custom transitions.
Additionally, this software offers a streamlined settings panel so you have a variety of configuration options for your broadcast or recording.
The customizability makes it one of the best screen recorders.
4. RecordScreen.io
Price: Free
Best for: No frills videos
Pros:
No time limits
Easy to use
No watermarks
Cons:
No built-in converter
Requires internet connection
No additional video formats
If you want an absolutely zero-frills, easy-to-use option, RecordScreen.io is one of the best options.
All you need to do is go to the site and click Record. Then, you’ll choose whether to record the webcam and screen or just the screen.
When you’re finished, all you have to do is download the video.
5. CloudApp
Price: Free; Individual, $9.95/month; Team, $8/user per month; Enterprise, contact for pricing
Best for: Enterprise recording communication
Pros:
Ability to annotate screenshots
Easy to share files with a simple link
Can customize your content with logos and other features
Cons:
File size could be improved
Limited editing features
CloudApp is a great option for the enterprise company in need of screen recording capabilities.
However, it still offers lightweight versions for smaller teams. With the free version, you can create short videos with annotations, GIFs, and basic editing capabilities.
Still, you’ll have to pay for the more robust enterprise tool. With paid versions, you’ll have access to custom branding, management, and support tools that the other plans don’t have.
Additionally, CloudApp offers analytics and insights into who views your content and from where.
These robust enterprise capabilities make it an excellent option for larger companies.
6. TinyTake
Price: Basic, free; Standard, $29.95/year; Plus, $59.95/year; Jumbo, $99.95/year
Best for: Annotated videos
Pros:
Simple interface
Uses minimal RAM resources
Cons:
Very limited capabilities on the free version
TinyTake is another screen recording option for Windows and Mac users.
When you begin recording your screen, you can capture images, videos, and presentations. Additionally, you can add comments and annotations.
In fact, the annotation toolset is one of the most unique features. You can easily add text, highlight, draw arrows, or blur parts of your screen for privacy. This tool is a convenient way to annotate product reviews or demos.
To get the most out of this product, you’ll want to buy a paid version. The biggest difference in the free and paid versions is the recording limit and annotation capabilities.
7. Camtasia
Price: Individual, $299 one-time fee, install on two machines per user; Business, $239 – 299 depending on the size of your team
Best for: Professional videos
Pros:
Robust editing features
Helpful tutorials and website support available
Supports multiple media formats
Cons:
Expensive compared to other options
Camtasia is a screen recording option for Mac and Windows users that are looking to create professional-looking videos such as webinars, explainer videos, or knowledge base videos.
With this software, you can record your screen and audio, add effects including text and transitions, and instantly upload your video to YouTube, Vimeo, or Screencast.
Additionally, this software offers features including music and audio from its royalty-free music and sound effects, catchy titles and annotations, quizzes for interactivity, and animated transitions.
The built-in video editing tool is what sets it apart from other screen recording software, giving this software the ability to create more put-together videos for your team.
8. SnagIt
Price: Individual, $62.99 one-time fee, install on two machines per user; Business, $31.99 – 62.99 depending on the size of your team; Education, $22.46 – $37.99 depending on the size of your team
Best for: Visual instruction videos
Pros:
Has a built-in Gif maker
Can create and share custom templates
Can export files to cloud storage
Cons:
One of the pricier options on this list
With this option, your team can easily create instructional videos that are customizable.
Before you begin, you can choose to create a video from templates, images, or record a new video.
Once you capture the process, you can markup the screenshots or talk through the process and add in visual instructions including custom how-to guides or tutorials.
Additionally, SnagIt offers other customizable options. You can easily move objects around on your screen capture, rearrange buttons, or even delete and edit text.
Plus, the step tool allows you to quickly document a process and workflow with a series of numbers.
The customizable tools are built with step-by-step instructional videos in mind.
9. Droplr
Price: Pro, $6/month per user; Teams, starting at $79/month per user; Enterprise, custom pricing
Best for: Remote collaboration
Pros:
Team file sharing and cloud storage
Easy to use screen capture and recording
Cons:
No free option
Limited file formats for export
Droplr is a screencast tool that is best used for remote collaboration.
When you capture a screenshot or record your screen, you can explain your thoughts by adding messages with the text field.
Additionally, there’s also a privacy feature so you can blur sensitive information to keep your content safe.
However, one of the best tools is that your videos can be branded, with customizable short links using your company domain, adding a company logo, and using your own branding images for professionalism.
Overall, the advanced annotation feature makes this a great option for remote teams to get their jobs done faster.
10. OneScreen
Price: OneScreen Hype, $10/month; OneScreen Annotate, $100 Perpetual License
Best for: Collaboration and video conferencing
Pros:
Works in browser so no download required
Built-in whiteboard tools
Customer support available
Cons:
Participant limit for Hype may be prohibitive for larger teams
OneScreen is a browser-based video conferencing tool companies can use to collaborate, meet, train, or present.
One of its most basic capabilities is the screen sharing and recording function, so your team can record any meeting right in the browser, no download required.
Additionally, there are robust annotation and whiteboard tools your team can utilize.
While OneScreen works well with enterprise companies who need video conferencing hardware and software, it also offers more affordable software for smaller companies.
11. Clip by ClickUp
Price: Free Forever; $5/mo. for Unlimited, $12/mo. for Business; Business Plus $19/mo
Best for:Productivity and work management
Pros:
Free training and 24-hour support
Create tasks from your recordings
Easy share links, no downloads required
Cons:
Unnecessary if you don’t also need project management software
ClickUp is a powerful productivity tool that includes task management, goal tracking, dashboards, 15+ views, and hundreds of features that can be customized for any work need.
ClickUp offers a free in-app screen recording tool,Clip, that allows you to capture your entire screen, app window, or your browser tab, and add voice messages over your recordings directly from your microphone.
Once your recordings are ready, you can share them with anyone via a link that plays in any browser, or view them instantly after recording, no downloads required.
Additionally, it allows you to create a task from your recording, add a description, and assign team members so everyone knows the full context and what to do next. Sometimes it’s more effective to show than tell, especially if you’re a visual learner.
12. Vmaker
Price: Lite Plan, Free; Starter Plan, $7/month; Teams Plan, $10/month; Enterprise Plan, contact for additional pricing
Best for: Sales prospecting
Pros:
Intuitive interface
Plenty of customization options
4k recording capabilities
Cons:
Free version has a limited video length
Vmaker is an easy-to-use screen recorder that is best used for sales prospecting. Vmaker comes with Gmail and Hubspot integration that enables users to send personalized video emails from their Gmail and Hubspot accounts.
Vmaker offers highly useful branding features that allow you to customize subdomains, logos, and add a custom CTA to improve your brand visibility and response rates.
With the free version, you can record up to seven minutes per video at 720p resolution along with an inbuilt video editor that provides you with all the basic editing features.
The paid version offers advanced features and capabilities including 4K recording, pro video editing tools, unlimited recording times, and more.
Overall, Vmaker’s ease of usability and features make it an ideal tool for marketers, sales professionals, and any content creators looking to personalize their communication.
Best screen recorder for mac
13. Screencast-O-Matic
Price: Free; Deluxe, $41.65/month billed yearly; Premier, $64/month billed yearly; Max, $10/month billed yearly; lower rates for educators
Best for: Quick tutorial videos
Pro:
Comes with royalty-free music for use
Easy to use drag and drop interface
Unlimited videos
Cons:
Only exports images as PNG files
Screencast-O-Matic is another easy-to-use screen recorder that supports webcam and screen recordings.
With its free version, you can add stock music and captions to your recording, narrate from your microphone, and trim your video.
With the paid version, you’ll get more advanced animation and editing tools. For example, you can even draw on your screen while recording. Plus, you’ll have access to more music and overlay effects.
Additionally, one of the newest features is the stock library full of videos and images you can add to your recordings.
If you’re looking for a no-frills experience, the free version of Screencast-O-Matic is a great option. However, the paid options still offer advanced capabilities.
Best Screen Recorder for PC
14. Bandicam
Price: Free download or $39 one-time license fee
Best for: Webinar recordings
Pros:
Excellent sound quality
Easy user interface
Uses a low amount of RAM
Cons:
Free version has limited capabilities
Editing requires other software
Another lightweight screen recorder is Bandicam. This is a software for Windows users making it possible to capture anything on your PC screen as high-quality video.
With Bandicam, you can record webinars, games, meetings, or Skype calls. Then, you can even add narration after the video is recorded.
Additionally, features such as real-time drawing and branding make it a competitive option.
The high-definition recordings and customizable narration options make it great for webinar recordings.
An important thing to note is that the free version places a watermark on videos, so you’ll have to be a paid user to create branded videos.
Simplify Your Workflow With Screen Recorders
Whether you need to record a message for your team, a product demo, or a webinar, you’ll have to use a screen recording software. While most easy-to-use, free options can be used for your needs, there are also more robust tools for larger companies.
Editor’s note: This article was originally published in January 2020 and has been updated for comprehensiveness.
Product Attributes: What Marketers Need to Know
I’m a huge homebody who prefers the ease of shopping online from home. However, the problem with buying items online is that I can’t try on, measure, or get a good feel for the product until it arrives at my door. So, before deciding to purchase, I always check the item’s product attributes to ensure it’s right for me.
Product attributes play an essential role in the decision-making process for buyers. They’re also crucial for marketers when promoting or advertising a product. Read on to learn more about product attributes, their importance, and how to incorporate them into your marketing strategy.
Product Attributes vs. Product Benefits
Why You Need Product Attributes
Use product attributes in your marketing strategy.
Product attributes fall into two categories: tangible and intangible. Tangible attributes are physical attributes that the senses can perceive, such as color, shape, size, and texture. Intangible attributes are characteristics that can’t be perceived by seeing or holding the product.
For example, take a look at this Victrola record player system.
Tangible attributes of this record player include its red color and retro-inspired design. Intangible attributes would be Bluetooth capability and recording software allowing buyers to convert vinyl to MP3.
Product Attributes vs. Product Benefits
While product attributes describe the products, product benefits describe what customers stand to gain from the product. For instance, let’s go back to the record player example.
As I said earlier, a product attribute of the record player is its Bluetooth capability. A product benefit is that this capability allows users to stream their favorite music wirelessly.
Why You Need Product Attributes
Including product attributes helps consumers get a feel for your product and what it can do for them. Attributes also influence the potential buyer’s decision and allow them to properly weigh their options when looking for a product that suits their needs.
Helpful product attributes can improve the customer experience by making their decision process more manageable.
Product attributes are also necessary because they can boost your brand’s discoverability online. Marketers can and should incorporate keywords into product attribute descriptions so people searching these terms are more likely to find your product.
Product Attributes Examples
Below are a few tangible and intangible product attributes from several companies and brands.
1. Quality
Quality is a critical product attribute to include in your marketing because consumers want products they trust will work. Product reviews, manufacturing data, and the use of durable materials are just some ways you can demonstrate a product’s quality.
An example of a quality product attribute can be seen in this cat tree made by FRISCO. The cat tree is described as a “heavy-duty tree” made with sisal posts and is “designed for your cat to climb, play, nap, and scratch just the way they like, as much as they like.”
Best for: When your target consumers want a long-lasting, durable product or a high-quality customer experience.
2. Design
Design refers to the product’s appearance. For example, the amethyst engagement ring below comprises a cushion-cut amethyst, a 14K yellow gold band, and “sparkling twists of round diamonds” for a “regal design.”
Best for: When aesthetics and style are a core value for your consumers. It’s also a great opportunity to optimize for keywords. For example, the ring’s description includes key search words such as “cushion-cut,” “amethyst,” and “yellow gold band.”
3. Price
Price is an excellent attribute to include in your product’s description, especially if you’re emphasizing how much a consumer can get at a cost-effective rate. For instance, Canva mentions it offers free use of its design tools and lists all the things users can access at zero costs.
Best for: When your product is available at a lower price point than your competitors or if your product is available in budget-friendly options.
4. Verification and Safety
Again, consumers need assurance that your product is trustworthy, credible, and safe. One way to prove those points is to include verification and safety attributes. Philly’s Phinest Roofing, a Philadelphia-based roofing company, proves its credibility by emphasizing the 40 years it’s been in business and its status as a certified roofing company. It even has the company’s license number features on its website for potential customers to verify.
Best for: If safety and reliability are top concerns for your target audience.
5. Marketing Claims
Marketing claims are product attributes that reference your product’s performance, and they can be in the form of statistics or data. To generate an accurate and compelling marketing claim, brands invest in research groups and customer surveys.
An example of a marketing claim is Lysol promoting that its products kill 99.9% of germs.
Best for: Showing how your product outperforms competitors or highlighting its effectiveness.
Use product attributes in your marketing strategy.
Product attributes help consumers make confident and informed decisions about their purchases. They also contribute to an easier and more enjoyable customer experience.
Most importantly, they build trust in your brand and help to ensure you’re marketing your products to the right people. To better market your product and delight your customers, include product attributes in your strategy.
Navigating Friction In The User Experience
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