How to Talk About Product Benefits & Features on a Landing Page
When considering buying a product or service, a potential customer’s first thought is ‘What’s in it for me?’
In order to convert, eCommerce website landing pages need to showcase the features and benefits of the product clearly, in a memorable and digestible way. Focusing on these key elements is the best way to create a high converting landing page that instantly grabs attention and keeps bounce rates low.
It’s important not to confuse benefits with features and understand the difference between them. On a landing page, they need to be presented in a different way using different elements and techniques.
Most eCommerce landing pages that we see don’t do a great job of addressing the pain points of your audience. Listen to this Real eCommerce Podcast episode on how to talk about your product features to answer four essential questions: Who you help, the problems your audience faces, what you help them achieve, and how you help them.
What are Benefits and Features?
Benefits are the positive outcomes or improvements that the customer will experience as a result of using your product. They address the emotional or practical needs of the customer and focus on how the product can enhance their lives or solve their problems.
Features, on the other hand, are the unique aspects or specifications of the product. They highlight what sets your product apart from others in the market and emphasise its functionality, design or convenience.
Here are a few examples:
Running Shoes
Benefit: enhances your running performance and comfort, reducing the risk of injury and enabling longer, more enjoyable runs.
Feature: incorporates advanced cushioning technology and arch support to provide stability and absorb impact with each step.
Gym Membership
Benefit: improves your physical and mental health by providing access to a variety of fitness classes and equipment, encouraging a regular exercise routine.
Feature: offers 24/7 access to facilities, including state-of-the-art gym equipment, to suit your schedule and workout preferences.
Skin Cream
Benefit: hydrates and rejuvenates your skin, reducing the appearance of fine lines and wrinkles for a more youthful and radiant complexion.
Feature: contains natural ingredients such as aloe vera and vitamin E, suitable for all skin types, including sensitive skin.
How to Talk About Benefits
Benefits should highlight how the product can improve the buyer’s situation or address a particular problem. These are typically linked to the emotional or practical outcomes that the user will experience from using the product. Benefits should be presented from the customer’s perspective, demonstrating the value the product adds to their lives by effecting lifestyle changes or resolving specific issues.
Optimal Landing Page Elements to Showcase Benefits
Product in Use: showing the product in use can vividly illustrate how it resolves problems or enhances the user’s lifestyle.
Make Buyers Feel Special or Apply Urgency: this method taps into the emotional aspect, associating the product with positive feelings and benefits, such as saving money or gaining status.
Social Proof: elements like testimonials or social media mentions reinforce the benefits of your product through first-hand experiences of other customers. By showing your visitors that others have had success with your product, you’ll be able to build trust and make them more likely to make a purchase.
Video Content: video content is versatile and effective in demonstrating the product’s features while also highlighting the benefits. Utilise video to tell a compelling story about how the product enhances lives, showcasing features in real-life scenarios.
Ensure Your Visitors Understand and Remember the Benefits
If visitors to your eCommerce website don’t understand the benefits of your product, they’re unlikely to take action. Make sure that your value proposition is easily understood and directly addresses your target audience’s needs and wants.
- Keep it simple, clear and concise: avoid technical jargon and complex language that your audience may not be familiar with
- Use the active voice: active voice makes your language more direct and powerful – instead of saying “the benefits of our product are many,” say “our product offers numerous benefits”
- Emphasise the benefits that matter most to your target audience: by focusing on the benefits that are most significant to your target audience, you’ll be able to establish a stronger connection with them and they are more likely to convert
- Repetition: repeat benefits throughout the landing page so that they stay in the minds of your visitors, even if they don’t read the full page
Headings and Subheadings
By incorporating customer benefits into your headings and subheadings, you’ll be able to grab the attention of your visitors, show them what’s in it for them and convince them to keep reading to find out more.
Your headings and subheadings should concentrate on how the product can make the lives of potential buyers easier and more efficient, rather than simply describing features. They should be short and sweet so that they’re easy to scan and understand.
These are a few effective examples:
- Boost Productivity with Seamless Integration
- Enjoy Delicious Meals Without Sacrificing Nutrition
- Achieve Your Fitness Goals Faster
- Relax and Recharge in Luxurious Accommodation
Be Specific
When presenting benefits, specificity is crucial. For instance:
- Instead of saying, “Our Mattress Improves Sleep”, say “Wake Up Revitalised. Enjoy Deep, Uninterrupted Sleep Every Night with Our Memory Foam Mattress”
- Instead of saying, “Our Skincare Products Are Natural,” say “Unveil Radiant Skin in 30 Days with Our Organic, Chemical-Free Skincare Line”
- Instead of saying, “Our Headphones Reduce Noise”, say “Immerse Yourself in Pure Sound: Our Headphones Block 99% of Background Noise for Ultimate Focus”
Don’t just list benefits; make them tangible and real for your visitors. For example, instead of saying “our product saves you time”, say “with our product, you’ll have an extra hour each day to do the things you love.”
Key Takeaway: When discussing product benefits, prioritise clarity and relevance to your audience. Use language that is easy to understand and repeat benefits throughout your content. Additionally, make benefits tangible by providing specific examples that demonstrate the value of the product in improving users’ lives, steering away from vague descriptions.
How to Talk About Features
Features should outline the distinct aspects, attributes or specifications of the product. They serve to distinguish what sets the product apart from its competitors, underscoring its uniqueness and the added value it brings. Typically, features will cover practical elements such as the product’s design, functionality and convenience, showcasing why it represents a superior option in the market.
Optimal Landing Page Elements to Showcase Features
Comparisons: great for highlighting how your product stands out from competitors. You can detail specific features that are superior or unique to your product, helping customers understand the tangible value it offers over others (more info on this to follow).
Visual Content: eye-catching images, videos, tables, charts, graphics and iconography can help potential buyers to understand the various aspects of the product, from its design to how it operates. Interactive elements will make the page more engaging and reduce the bounce rate.
Emphasise Unique Selling Points
Identify and emphasise the features that constitute your product’s unique selling points (USPs). These elements set your product apart from competitors and should be highlighted prominently. By focusing on these unique attributes, you can help potential customers understand what makes your product a better choice.
The goal is to present the features of your product in a manner that is not only informative but also engaging and persuasive. By employing a mix of visual and textual elements, you can create a comprehensive and compelling narrative around your product’s features.
Highlight Technical Specifications
When appropriate, provide detailed technical specifications to inform and reassure customers who may be looking for specific information. This can include dimensions, materials, compatibility, or any other relevant data that supports the product’s features.
When discussing features, it’s beneficial to include direct comparisons with other products on the market. This can be achieved by creating comparison charts or tables that clearly delineate how your product’s features stack up against those of competitors. To demonstrate clear advantages, highlight aspects where your product excels, such as longer battery life, more robust materials, additional safety features or superior technology.
Utilise Graphics to Clarify Complex Features
Graphics, such as infographics, can be incredibly effective in simplifying complex information or technical specifications that might be difficult to describe with text alone. They can help potential customers understand and appreciate the unique features of your product more easily.
To further underline the practicality of your product’s features, include examples or scenarios of the product in action. This can be illustrated via videos, images or social proof.
Key Takeaway: When discussing product features, focus on highlighting what sets your product apart from competitors by emphasising its distinct attributes and specifications. Incorporate enticing visual content, comparisons with other products and detailed technical specifications to effectively communicate the uniqueness and value of your product. Highlight your product’s unique selling points to help potential customers understand why it’s the superior choice in the market.
Prioritise Benefits Over Features
While features provide valuable information, it’s the benefits that truly capture your audience’s attention. Focus on showcasing how your product can improve their lives, solve their problems or fulfil their aspirations. You might find it easier to start by making a list of every feature of your product and then matching each feature to a benefit that helps your target consumer and addresses their pain points.
In the end, it’s all about speaking your customers’ language. Highlighting what your product does for them (benefits) and what makes it unique (features) is the winning combination. By keeping it real and relatable, you’re more likely to grab their attention and keep them interested. So, keep it simple, keep it relevant and keep it about them. That way, you’re not just selling a product; you’re offering a solution that fits right into their lives.
If you need support with landing page optimisation or building new landing pages for your eCommerce business, please get in touch with our friendly expert team.
