Whether or not your prospects are looking for tennis footwear or a advertising and marketing automation instrument, they care about your product’s options. Features (together with value and design) are one of many most important elements individuals think about when evaluating merchandise.
Would you purchase a pc with out figuring out how a lot storage it has? Or a pair of yoga pants with out figuring out whether or not they stretch?
Regardless of their significance, many manufacturers fail to make their product’s options clear on their web sites—and that might trigger income to drop.
Your product’s options are large promoting factors, so that they want to be clear and compelling. Right here’s how to get your product options proper.
What Is a Product Characteristic?
A product characteristic is a attribute of your product that differentiates it from different merchandise out there. It could possibly be the way it seems to be (a design characteristic), how you should utilize it (a useful characteristic) or what it comes with (an added-value characteristic).
Let’s take trainers for example. The fabric of the shoe is a characteristic, so is the know-how within the shoe. Each are highlighted on this instance by Nike.
What a couple of software program product?
Features sometimes heart on the product’s performance (what you are able to do with it), however they will additionally embrace integrations or knowledge safety. Slack’s characteristic web page under highlights these kinds of options:
Features don’t have to be distinctive to your product, although. As design, know-how, and manufacturing processes evolve, some options develop into customary. You’d be hard-pressed to purchase a smartphone and not using a touchscreen, however that doesn’t imply it isn’t a characteristic manufacturers can discuss.
Whether or not your product comes with ten options or two, you want to be speaking about them throughout your web site together with your product descriptions, landing page, and even your homepage.
Make your product options clear so prospects can simply examine you to your rivals. It’s much more essential in case your product boasts the most effective options within the trade. The extra you shout about them, the extra seemingly customers are to take discover—and possibly make a purchase order.
7 Methods for Highlighting Product Features
You understand what options are, and you realize why they’re essential to embrace on your website. Now let’s take a look at seven methods e-commerce stores and SaaS instruments can successfully leverage them.
Embrace Social Proof
Speaking about how nice your options are is good, however each different firm does the identical factor. Even when your product options are superior, prospects might not consider you. In spite of everything, solely one-third of customers trust the manufacturers they purchase from.
You want social proof to persuade them your product delivers. Add quotes and testimonials out of your prospects or trusted third events that point out your product options to related pages. Higher but, embrace photographs and movies of them utilizing your product.
That includes actual individuals displaying off your product’s options immediately makes them extra credible and makes it more likely customers will trust your brand.
UK maternity model Isabella Oliver does an amazing job of this, together with a quote from Vogue within the product description of a maternity tank gown.
Converse to Your Goal Viewers
You want to perceive your target audience to write about your product options successfully. In case you have purchaser personas, be certain that to refer to them whereas writing. This can provide help to prioritize which options your prospects care about most.
Begin by taking a look at evaluations to your product and people of your rivals—G2 is a superb place to begin for software program corporations and Amazon for e-commerce manufacturers. Establish the highest options prospects discuss and prioritize them.
Be cautious of attempting to goal everybody. That is significantly essential for SaaS merchandise that may have a dozen totally different use instances. Every goal buyer ought to have a devoted touchdown web page the place you communicate solely about related product options. In the event you strive to communicate to everybody on one touchdown web page, you’ll find yourself not concentrating on any viewers properly.
Everlane is an instance of a model who knows their target audience and what they care about. Every product description features a hyperlink to the manufacturing facility it’s made in and different data associated to sustainability.
Focus on the Advantages
Customers solely care a lot about what makes your product particular. What they actually care about is the way it advantages them.
Discuss a profit everytime you point out a characteristic.
Writing about advantages requires a bit extra effort and creativity. Your product’s options are pretty apparent, particularly to you. What isn’t so apparent is how the person advantages from them. Take into consideration your customer personas and spend a while studying product evaluations. These will provide help to get into your prospects’ minds and focus on the advantages they care about.
In the event you actually need to do job, interview your prospects to discover out precisely how they profit out of your product. It takes a bit extra effort, however that is hands-down one of the simplest ways to tease out the advantages of your product.
Certainly one of Hootsuite’s hottest options is the flexibility to observe social media mentions on their dashboard–however that’s not how the model sells the characteristic to its customers. As an alternative, they focus on the profit: discovering out what prospects actually assume. They even comply with this up with one other user-generated advantage of the characteristic.
Draw Consideration to the Necessary Particulars
There are some options you’ll need prospects to be aware of greater than others. That’s why it’s essential to create a hierarchy of options and search for methods to draw consideration to the options customers care most about.
To do that, break your web page into sections and dedicate every part to a selected characteristic. Use a daring heading to seize your reader’s consideration and again this up with short, sharp copy and crowd pleasing imagery.
Google takes this to the acute by letting every characteristic take up all the display’s actual property. There’s no method to miss them:
One other is to take away the navigation menu out of your touchdown web page. With no method to transfer away from the web page, customers are compelled to focus on your gross sales copy and examine your product’s options. Don’t get carried away utilizing this tactic, nonetheless. Most prospects received’t be pleased with you eradicating the navigation bar, particularly when you’re an e-commerce website.
Make Info Scannable
Your prospects are busy, and most aren’t going to learn each phrase on your web page. As an alternative, they’re going to scan it for key bits of knowledge. It’s your job to make your product options as scannable as doable whereas nonetheless getting throughout the core message.
Bullet factors are a wonderful instrument as a result of big chunks of textual content are an enormous turn-off for readers—particularly if you’d like to share loads of data.
Goal features a bullet checklist of every product’s options on their itemizing web page, so that you don’t even have to click on them individually to get the need-to-know information.
Use Video and Photos
Phrases aren’t the one method to get throughout your product options. Photos and movies are often a a lot better method to get throughout precisely what your product can do.
Images are a straightforward method to present prospects how key options look and work. They’re significantly highly effective for design-focused options and most e-commerce merchandise on the whole. Bonus factors when you embrace user-generated images in your descriptions.
UK furnishings model Made did an amazing job of together with user-generated photographs of their product listings. Potential prospects can see precisely what every couch will seem like in a spread of settings.
Movies take a bit extra work, however they are often much more efficient. For instance, you possibly can create an explainer video that highlights your product’s core options, or a separate video for every characteristic.
Your feature-led movies will also be used as a part of your onboarding course of and by your gross sales crew throughout shopper calls. They’ll even enhance your search rankings, particularly when you host them on YouTube.
Write Weblog Posts and Emails
In case you have a SaaS product, weblog posts, emails, and different types of content material advertising and marketing are among the finest methods to spotlight your product options—significantly if these options come within the type of new software program releases.
Ensure that your weblog posts discuss the advantages that customers can acquire from the brand new options and don’t simply speak in regards to the options alone. Loads of screenshots are additionally a good suggestion, so is a video when you can create one.
In contrast to different types of content marketing, there’s no want to submit these articles recurrently. Writing them when you might have a brand new characteristic to describe is sufficient.
Electronic mail updates must also be despatched sparingly. Solely e mail when you might have a brand new characteristic to announce and hold your e mail succinct. Solely embrace the important thing particulars within the e mail and hyperlink to a extra in-depth weblog submit if crucial.
Present customers will be taught in regards to the new options when utilizing the software program, so it might be sensible to solely ship an e mail about options that will re-engage misplaced prospects.
Asana’s weblog is stuffed with feature-focused weblog posts. Notice that many don’t focus on particular person options. Quite they cluster characteristic releases round a selected matter and write about that as an alternative.
3 Examples of Product Characteristic Highlights
If the examples above weren’t sufficient for you, I’ve acquired three extra examples of manufacturers that do an amazing job highlighting their product options.
Few corporations are higher than Apple at creating buzz about their merchandise. There aren’t many higher at highlighting their product’s advantages, both.
Apple makes a degree of making a brand new banner for each characteristic, pairs every with a person profit, and contains high-quality photographs and graphics. Even when you have already got an iPhone, studying their product pages makes you need to improve.
Amazon is legendary for its in-depth product listings, however these listings are additionally nice at highlighting every product’s most essential options.
The clear structure makes it straightforward for purchasers to skim the product description, and bullet factors spotlight crucial options. There’s even a video showcasing the product intimately.
Tesla combines a number of of the ways talked about above to spotlight the important thing options of the Mannequin 3. Every characteristic is given a hierarchy—safety is first—and takes up your entire web page. Additionally they use graphics to illustrate factors and annotations to draw consideration to particular options.
Often Requested Questions About Product Features
What are product options?
Your product options are any attribute of your product that makes it stand out and separates it out of your rivals. It will possibly embrace the look and design of the product, the way it’s made, or what you are able to do with it.
What are examples of product options?
For an e-commerce product, the fabric the product is made with could be a characteristic—if it’s made out of recycled plastic, for instance. For SaaS merchandise, options embrace the performance of the product. The power to immediately message colleagues is a characteristic of Slack, as an example.
What’s the distinction between a product characteristic and a profit?
A characteristic is a attribute of your product. A profit is how a buyer can use that attribute to overcome a ache level.
How can I spotlight the options of my SaaS product?
A gross sales web page is a superb method to spotlight all the options of your SaaS merchandise. Weblog posts, movies, and demos are additionally nice methods to spotlight SaaS options.
How can I spotlight the options of my e-commerce product?
Your product description is the most effective place to spotlight the options of your e-commerce product. Ensure that they’re straightforward to learn and stand out from the remainder of your copy.
The Conclusion of My Product Features Information
Showcasing your product options is a massively underrated tactic. Entrepreneurs and salespeople will inform you to focus on the advantages of your product slightly than the options. Whereas advantages are essential, they rely on explaining your options clearly first. Features are additionally one of the frequent methods potential prospects compare your product together with your rivals.
Take time to decide which options are most essential and get opinions from current customers when you can. Then use the seven ways I’ve listed above to make them as clear as doable on your website.
Which options of your product are you most pleased with?
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