Your customers care about the features of your product, no matter if they are looking for tennis shoes or marketing automation tools. When comparing products, features (alongside price and design!) are the most important factors.
How much storage is it? Would you purchase a computer that doesn’t have this information? You might also buy a pair of yoga pants if you don’t know how they fit.
Many brands neglect to clearly communicate the features of their products on their websites, which could lead to revenue dropping.
The features of your product are a major selling point. They should be easy to understand and persuasive. These are the steps to ensure that your product features are perfect.
What is a Product Feature?
Product features are characteristics that make your product stand out from others on the market. It could be the way it looks (a design element), its functionality (a functional feature), or what it comes with as an added-value feature.
As an example, let’s look at running shoes. As the shoe’s material is an important feature, so too is its technology. Nike highlights both in this example.
What about a software program?
Feature pages are typically focused on the product’s functionality (what it can do), but they can also include data security or integrations. These types of features are highlighted on Slack’s feature pages:
However, features don’t necessarily have to be exclusive to your product. Some features will become standard as technology and design evolves. It would be difficult to find a smartphone that does not have a touchscreen. However, this doesn’t mean that it’s not something brands can talk about.
No matter how many features your product has, you should be talking about them on your website, including product descriptions, landing pages, and even your homepage.
Customers will be able to easily compare your products with your competition if you make your product features clear. This is even more important if you have the best features available in your industry. Consumers will notice your product’s best features more often if you make it louder.
7 Tips to Highlight Product Features
You are familiar with the features and why they are important to have on your website. Let’s now look at seven ways that e-commerce and SaaS can leverage these features.
Include social proof
It’s nice to talk about how amazing your features are, but it is not something that every company does. Customers may not believe you, even if your products have superior features. Only one-third of customers believe the brands they purchase from.
Social proof is essential to convince customers that your product works. Include testimonials and quotes from customers or trusted third-parties that mention your product features on relevant pages. You can even include videos and images of your customers using your product.
Real people demonstrating the features of your product instantly will make it more credible and increase trust in your brand.
The UK brand Isabella Oliver, a maternity brand, does a fantastic job of this.
Talk to your target audience
To effectively write about product features, you need to get to know your target audience. When writing, refer to buyer personas if you have them. This will allow you to prioritize the features that your customers are most interested in.
Begin by reviewing reviews for your product as well as those of competitors. G2 is a great place for software companies, and Amazon for ecommerce brands. Prioritize the most talked about features and identify what customers are talking about.
Do not try to reach everyone. This is especially important for SaaS products, which can be used in a variety of ways. Every target customer should have their own landing page that focuses exclusively on relevant product features. You won’t reach your target audience if you speak to everyone from one landing page.
Everlane is a great example of a brand that understands their audience and cares about what they value. Every product description contains a link to the factory where it was made and other sustainability information.
Concentrate on the benefits
The uniqueness of your product is what consumers care about the most. They care more about how the product benefits them.
When you mention a feature, talk about its benefit.
It takes a little more creativity and effort to write about benefits. Your product features are obvious to everyone, even you. The benefits that the user gets from your product are not obvious. Spend some time looking at product reviews and think about your customer personas. These reviews will allow you to get inside your customers’ heads and help you focus on the benefits that they are most interested in.
Interview your customers to learn how your product benefits them. This is a great way to make sure you are doing a good job. Although it takes more time, this is the best way to find out what your customers think about your product.
Hootsuite’s most loved feature is its ability to track social media mentions from their dashboard. But that’s not how they sell the feature to their users. Instead, they concentrate on the benefit: finding out how customers think. This is followed up by another benefit that users have generated for the feature.
Pay Attention to the Most Important Details
Customers will be more interested in certain features than others. It’s crucial to establish a hierarchy of features, and to find ways to attract attention to the most important features to customers.
This is done by breaking your page into sections, and dedicating each section to a particular feature. To grab the attention of your readers, use a bold heading and support it with concise copy and striking imagery.
Google goes one step further by making each feature take up the entire screen. They are impossible to miss:
Another option is to eliminate the navigation menu from landing pages. Users are forced to read your sales copy and learn about the product’s features because there is no way to leave the page. This tactic should not be used to your advantage. Most customers will not be pleased with the removal of the navigation bar, especially if your site is an e-commerce one.
Make information scannable
Customers are busy and won’t be able to read everything on your site. They will scan the page for important information. Your job is to make product features as easy as possible, while still communicating the main message.
Bullet points are a great tool, as large chunks of text can be a turnoff to readers, especially if you are sharing a lot of information.
Target provides a bulleted list of all the product features on their listing page. You don’t even need to click each one to access the necessary information.
Use video and images
Your product features can’t be communicated using words alone. Videos and images are often a better way to communicate the product’s capabilities.
Images can be used to demonstrate how key features work and look. These images are especially useful for designing features and for most e-commerce products. You get bonus points for including user-generated photos within your descriptions.
Made, a UK furniture brand, did an excellent job including user-generated photos in their product listings. Customers can view the exact look of each sofa in different settings.
Video can be more effective than text, although they require more effort. You could make an explainer video to highlight your product’s key features or separate videos for each feature.
Your feature-led videos may also be used during your onboarding process or by your sales team during client meetings. You can boost your search ranking by including them on YouTube.
Send emails and blog posts
If you have a SaaS product, blog posts, emails, and other forms of content marketing are one of the best ways to highlight your product features–particularly if those features come in the form of new software releases.
Blog posts should focus on the benefits users will get from the new features, not just the features. You can also take lots of screenshots, and if possible, a video.
These articles are not required to be posted regularly, unlike other forms of content marketing. It is sufficient to write them once you have a new feature that you want to explain.
Also, email updates should be sent sparingly. Email only when you have a new feature or announcement to make. Keep your emails short and sweet. If necessary, only include the most important details and link to a blog post.
Existing customers will be able to learn about new features by using the software. It is best to send emails about features that could re-engage potential customers.
Asana’s blog features feature-focused blog posts. Many blogs don’t concentrate on specific features. Instead, they focus on clustering feature releases around a topic and writing about it.
Three examples of product feature highlights
These are just three examples of brands who do an excellent job of highlighting the product features.
Apple is the best company at creating buzz around their products. Apple is the best at highlighting the benefits of their products.
Apple creates a new banner to represent every feature. Each feature is paired with a benefit for the user and includes graphics and high-quality images. Even if your iPhone is already in use, you will want to read their product pages.
Amazon is well-known for its detailed product listings. However, these listings also highlight the most important features of each product.
Customers can easily read the product description with ease thanks to the clear layout. Bullet points highlight the most important features. A video is also available that demonstrates the product in more detail.
Tesla uses a combination of several tactics to highlight key features of Model 3. Each feature has a hierarchy. Security is the first and takes up most of the page. Graphics are also used to illustrate points or to highlight specific features.
Most Frequently Asked QuestionsProduct Features
What are the product features?
Your product features are the characteristics of your product that make it stand out from its competitors. This could include how the product is made, its appearance, and what it can be used for.
What are some examples of product features you can think of?
An e-commerce product can have the material it is made with as a feature. For example, if it is made from recycled plastic. Features are the product’s functionality. Slack allows you to instant message your colleagues.
What is the difference between a product benefit and a product feature?
A feature is an attribute of your product. A benefit refers to how customers can use the characteristic to solve a problem.
How do I highlight the unique features of my SaaS Product?
A sales page is a great way to highlight the many features of your SaaS products. Blog posts, demos, and videos are all great ways to highlight SaaS products.
How can I highlight the best features of my ecommerce product?
The best place to highlight features of your ecommerce product is in the product description. They should be easy to read and distinct from other copy.
The Conclusion of my Product Features Guide
It is an underrated strategy to highlight your product features. Salespeople and marketers will tell you that it is more important to highlight the benefits of your product than its features. Although benefits are important, it is crucial to explain your features clearly. Potential customers will also compare your product to your competition using features.
Consider which features are most essential and seek out opinions from customers. Use the seven strategies I have listed to make these features as clear as possible on you site.
What features are you most proud to have in your product?
By: Neil Patel
Title: 7 Tips to Highlight Product Features on Your Website
Sourced From: neilpatel.com/blog/product-features/
Published Date: Fri, 06 Aug 2021 21:00:00 +0000