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Actionable Optimisation

Actionable Optimisation #39 – Benefits, Not Features

 February 9, 2021

By  Will

Improve Conversion Rates By Focusing on Benefits, Not Features In Your Product Descriptions

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It’s a simple idea that I’m sure you’ve all heard before, and yet so many businesses talk about themselves and features, but not about the benefits of what they sell.

Benefits are the reason people buy.

How is this product or service going to improve my life?

Of course features are great, and important. You probably want to know the size or weight of the product, the colour, the shape etc, but these are really all checkbox items.

You might want a car that can do 0-60 in under 3 seconds, but there are dozens of options that achieve that.

A bed that is king size, or a black and medium sized t-shirt. There are thousands of options for each that fit the feature criteria.

It’s the benefits that sell.

If you can convince the buyer that your mattress is the comfiest, will do away with their neck pain, and give them a great night's sleep leaving them feeling refreshed and ready to attack the day ahead, then you’re likely to sell more than a bed which is 200cm x 150cm, and made of soft foam.

But if you’re currently talking about features, and not sure how to frame that as a benefit, just remember that not every feature has to be redefined as a benefit.

If you can’t find a benefit, focus on something else.

What’s the benefit of 0-60 in 3 seconds? The car makes an appealing noise and you go zoom zoom down a motorway very quickly.

Not so exciting when you think about it is it?

That new ladder bookshelf looks appealing, and the measurements fit the space you have. But is that enough to buy it?

Maybe not, but maybe the adhesive attachments for the wall meaning you don’t need any tools is great for;

A, someone like me who at the age of 31 somehow still has no tools

B ,someone who rents and so can’t drill into a wall to attach furnishings.

This particular benefit, explained in that way, also removes doubts related to the purchase.

Looking at a mirror recently I had to contact customer service to find out how it would attach to a wall because the product described the methods available for both small and large mirrors, but didn’t state which this mirror was.

The benefit isn’t the adhesives, the benefit is not needing a drill.

Have a look at your top selling products and really think to yourself, does this explain the benefits? 

If not, try tweaking your copy a bit and watch those conversion rates rocket.

Will


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.

W.Laurenson

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