Our customers use our products to achieve a variety of goals. Think about how else you use a computer and other devices: reading, writing, email, social media, web browsing, gaming, Internet, music and video. Think about how each of these things can be improved with better features and better support. Then, think about how each of these improvements could be promoted on your website.
There’s nothing stopping you from having a beautiful and attractive website that displays your products and services. However, you need to have a particular way on showcasing your products and services to customers in order to attract more business. Here are 7 tips on how you can highlight your product features on your website.
If you’re new to blogging, you may not know how to highlight the features that are important for your readers. You may also be overwhelmed at the thought of creating a product page from scratch, and not know where to begin. In this post, we’ll show you 7 tips for making your product page stand out.. Read more about content marketing basics and let us know what you think.
Whether they’re looking for tennis shoes or a marketing automation solution, your consumers are interested in the characteristics of your product. When evaluating goods, features (together with price and design) are one of the most important aspects to consider.
Would you purchase a computer without knowing its storage capacity? Or a pair of yoga trousers that you don’t know whether they stretch?
Despite their significance, many companies fail to make the characteristics of their products apparent on their websites, which may lead to a decrease in income.
Because the characteristics of your product are such important selling factors, they must be concise and engaging. Here’s how to make sure your product’s characteristics are correct.
What Is the Definition of a Product Feature?
A product feature is a feature of your product that sets it apart from other similar goods on the market. It may be the way it appears (a design feature), how it works (a functional feature), or what it includes (an added-value feature).
Consider the case of running shoes. The shoe’s material, as well as the technology inside it, is a highlight. Nike uses this example to illustrate both.
How about a software solution?
Features usually revolve on the product’s functionality (what it can do), but they may also include integrations and data security. The following features are highlighted on Slack’s feature page:
However, your product’s features don’t have to be unique. Some characteristics become commonplace as design, technology, and production methods advance. You’d be hard-pressed to find a smartphone without a touchscreen, but that doesn’t mean it’s not a selling point for manufacturers.
Whether your product has 10 or two features, you should discuss them across your website, including in product descriptions, landing pages, and even the homepage.
Make your product’s features as obvious as possible so that consumers can compare you to your rivals. It’s much more crucial if your product has the most advanced features available. The more you brag about them, the more likely customers are to notice—and perhaps buy.
7 Ways to Draw Attention to Product Features
You understand what features are and why they’re essential to have on your website. Let’s take a look at seven ways e-commerce shops and SaaS solutions may use them to their advantage.
1. Incorporate Social Proof
It’s good to brag about your features, but every other business does the same thing. Customers may not trust you even if your product has better characteristics. After all, just one-third of consumers have confidence in the brands they purchase.
You’ll need social evidence to persuade them that your product works. To appropriate pages, include quotations and testimonials from your customers or trustworthy third parties that highlight your product’s qualities. Include pictures and videos of them using your product, if possible.
Using actual individuals to demonstrate your product’s benefits immediately gives them more credibility and increases the likelihood that customers will trust your brand.
Isabella Oliver, a British maternity company, does an excellent job at this, including a Vogue quote in the product description of a pregnant tank dress.
2. Speak to Your Prospective Clients
To successfully write about your product features, you must first identify your target audience. If you have buyer personas, use them to guide your content. This will assist you in determining which features are most important to your consumers.
Start by looking at reviews for your product and those of your competitors—for software businesses, G2 is a fantastic place to start, and for e-commerce organizations, Amazon is a terrific place to start. Prioritize the things that consumers rave about the most.
Avoid attempting to target everyone. This is especially essential for SaaS solutions, which may have a wide range of applications. Each target client should have their own landing page where you just talk about the aspects that are important to them. You’ll end up not targeting any audience properly if you attempt to talk to everyone on one landing page.
Everlane is an example of a company that understands its target market and what they value. Each product description contains a link to the facility where it was produced as well as other sustainability-related information.
3. Concentrate on the Advantages
Consumers are solely interested in what makes your product unique. What matters to them is how it helps them.
Every time you discuss a feature, bring up a benefit.
Benefits writing takes a little more work and imagination. The benefits of your product are self-evident, particularly to you. What isn’t so clear is how they help the user. Spend some time thinking about your client personas and reading product reviews. These will assist you in getting inside your clients’ heads and focusing on the advantages that are important to them.
Interview your consumers to find out precisely how they benefit from your product if you truly want to perform a good job. It takes a bit more work, but this is by far the most effective method of eliciting the advantages of your product.
The ability to monitor social media mentions on Hootsuite’s dashboard is one of the brand’s most popular tools, but that’s not how the company promotes it to its customers. Instead, they concentrate on the advantage: learning what consumers actually believe. They even go on to say that the function has additional user-generated advantage.
4. Attract Attention to Crucial Details
You’ll want consumers to pay attention to certain aspects more than others. That’s why it’s critical to establish a feature hierarchy and search for methods to highlight the features that matter most to customers.
To do this, divide your page into parts and assign each area to a different feature. To capture your reader’s attention, use a strong header and follow it up with short, crisp text and eye-catching images.
Google takes this to the next level by allowing each feature to take up the whole screen. It’s impossible to overlook them:
Another option is to delete your landing page’s navigation menu. Users are compelled to concentrate on your sales pitch and learn about your product’s benefits since there is no option to leave the page. However, don’t get too carried away with this strategy. Most consumers, particularly e-commerce customers, would be upset if you remove the navigation bar.
5. Make Data Scanning Possible
Customers are busy, and the majority of them will not read every word on your website. Instead, they’ll comb over it and look for important information. It’s your duty to make your product’s features as scannable as possible while keeping the main message in mind.
Because large blocks of text are a big turn-off for readers—especially if you want to convey a lot of information—bullet points are a great tool.
Target’s listing page provides a bullet list of each product’s characteristics, so you don’t have to click each one individually to obtain the information you need.
6. Utilize Both Video and Images
Words aren’t the only method to communicate your product’s benefits. Images and videos are generally much more effective at conveying precisely what your product can accomplish.
Images are a simple method to demonstrate how important features appear and function to consumers. They’re especially useful for design-oriented features and the majority of e-commerce goods in general. If you add user-generated pictures in your captions, you’ll get bonus points.
Made, a British furniture company, did an excellent job of incorporating user-generated pictures into their product descriptions. Customers may preview how each couch will appear in a variety of different situations.
Videos need a bit more effort, but they have the potential to be much more successful. You may, for example, make an explainer video that emphasizes your product’s key characteristics, or a video for each feature separately.
Your feature-driven films may also be utilized by your sales staff during client conversations and as part of your onboarding process. They may also help you rank higher in search results, particularly if you post them on YouTube.
7. Create Blog Posts and Email Newsletters
If you have a SaaS product, blog posts, emails, and other kinds of content marketing are some of the greatest methods to showcase its capabilities, especially if those features are new software releases.
Make sure your blog articles discuss the advantages that consumers may get from the new features rather than simply the features themselves. A video, if you can make one, is also an excellent idea, as are a lot of screenshots.
There’s no requirement to publish these pieces on a regular basis, unlike other types of content marketing. It’s sufficient to write them whenever you have a new feature to explain.
Email updates should be provided seldom as well. Only send an email when you have a new feature to announce, and keep it brief. In the email, just provide the most important information and, if required, a link to a more in-depth blog article.
Existing users will learn about new features as they use the program, so sending an email about features that may re-engage lost clients is a good idea.
Asana’s blog is chock-full of feature-focused articles. It’s worth noting that many people don’t pay attention to certain characteristics. Rather, they organize feature releases around a single theme and write about it.
3 Highlighted Product Features Examples
If the examples above weren’t enough to pique your interest, here are three additional companies that excel at emphasizing product characteristics.
1. Apple
Few businesses do a better job of generating hype about their goods than Apple. There aren’t many who do a better job of emphasizing the advantages of their product.
Apple makes a point of producing a new banner for each feature, matching it to a user benefit and include high-resolution pictures and graphics. Even if you currently own an iPhone, their product sites entice you to upgrade.
2. Amazon
Amazon is known for its extensive product descriptions, but those descriptions are also excellent at emphasizing the most essential aspects of each product.
Customers can quickly scan the product description thanks to the simple style, and bullet points emphasize the most essential characteristics. There’s even a video that walks you through the product.
3. Tesla
Tesla used a combination of the aforementioned strategies to emphasize the Model 3’s main characteristics. Each feature is ranked in order of importance—security comes first—and occupies the whole page. Graphics are also used to illustrate points, as well as comments to bring attention to particular aspects.
Frequently Asked Product Features Questions
What are the characteristics of a product?
Any element of your product that distinguishes it from the competition is referred to as a product feature. It may be the product’s appearance and design, how it’s produced, or what you can do with it.
What are some examples of product characteristics?
When it comes to e-commerce products, the substance they’re made of may be a selling point—for example, if they’re made of recycled plastic. The functioning of a SaaS solution is one of its features. Slack, for example, has the capacity to send instant messages to coworkers.
What’s the difference between a feature and a benefit in a product?
A feature is a distinguishing element of your product. A benefit is how a consumer may utilize a certain feature to solve a problem.
How can I make my SaaS product’s benefits stand out?
A sales page is a great method to showcase all of your SaaS products’ benefits. SaaS capabilities may also be highlighted via blog articles, videos, and demonstrations.
How can I draw attention to the benefits of my e-commerce product?
The ideal location to showcase the characteristics of your e-commerce product is in the product description. Make sure they’re legible and stand out from the rest of your text.
My Product Features Guide Comes to a Close
Putting your product’s benefits on display is an underappreciated strategy. Marketers and salesmen will advise you to concentrate on your product’s advantages rather than its characteristics. While advantages are essential, you must first properly describe your features. One of the most frequent ways prospective consumers compare your goods to your rivals is via features.
Take the time to figure out which features are most essential, and if possible, seek feedback from existing consumers. Then, using the seven strategies mentioned above, make them as obvious as possible on your website.
Which aspects of your product do you take the greatest pride in?
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