Whether or not your prospects are purchasing for tennis footwear or a advertising and marketing automation device, they care about your product’s options. Options (together with worth and design) are one of many principal elements folks 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 would trigger income to drop.
Your product’s options are huge promoting factors, so that they have to be clear and compelling. Right here’s find out how to get your product options proper.
What Is a Product Characteristic?
A product function is a attribute of your product that differentiates it from different merchandise out there. It could possibly be the way it appears to be like (a design function), how you should use it (a practical function) or what it comes with (an added-value function).
Let’s take trainers for instance. The fabric of the shoe is a function, so is the expertise within the shoe. Each are highlighted on this instance by Nike.
What a couple of software program product?
Options usually heart on the product’s performance (what you are able to do with it), however they’ll additionally embrace integrations or information safety. Slack’s function web page beneath highlights these kind of options:
Options don’t must be distinctive to your product, although. As design, expertise, and manufacturing processes evolve, some options change into commonplace. You’d be hard-pressed to purchase a smartphone with out a touchscreen, however that doesn’t imply it isn’t a function manufacturers can speak about.
Whether or not your product comes with ten options or two, it is advisable 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 evaluate you to your opponents. It’s much more vital in case your product boasts the most effective options within the business. The extra you shout about them, the extra probably customers are to take discover—and possibly make a purchase order.
7 Methods for Highlighting Product Options
You recognize what options are, and you already know why they’re vital to incorporate in your web site. 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 photos and movies of them utilizing your product.
That includes actual folks 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 a terrific job of this, together with a quote from Vogue within the product description of a maternity tank gown.
Communicate to Your Goal Viewers
You should perceive your target audience to put in writing about your product options successfully. If in case you have purchaser personas, ensure that to confer with them whereas writing. This can make it easier to prioritize which options your prospects care about most.
Begin by evaluations in your product and people of your opponents—G2 is a superb place to start out for software program firms and Amazon for e-commerce manufacturers. Determine the highest options prospects speak about and prioritize them.
Be cautious of attempting to focus on everybody. That is significantly vital for SaaS merchandise that may have a dozen completely different use circumstances. Every goal buyer ought to have a devoted touchdown web page the place you communicate completely about related product options. In the event you attempt to communicate to everybody on one touchdown web page, you’ll find yourself not concentrating on any viewers effectively.
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 unit it’s made in and different info associated to sustainability.
Deal with 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 function.
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 make it easier to get into your prospects’ minds and give attention to the advantages they care about.
In the event you actually need to do a great job, interview your prospects to search out out precisely how they profit out of your product. It takes slightly extra effort, however that is hands-down one of the simplest ways to tease out the advantages of your product.
One in all Hootsuite’s hottest options is the flexibility to trace social media mentions on their dashboard–however that’s not how the model sells the function to its customers. As an alternative, they give attention to the profit: discovering out what prospects actually assume. They even comply with this up with one other user-generated good thing about the function.
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 vital to create a hierarchy of options and search for methods to attract consideration to the options customers care most about.
To do that, break your web page into sections and commit every part to a particular function. Use a daring heading to seize your reader’s consideration and again this up with short, sharp copy and attention-grabbing imagery.
Google takes this to the intense by letting every function take up the entire display’s actual property. There’s no technique to miss them:
One other is to take away the navigation menu out of your touchdown web page. With no technique to transfer away from the web page, customers are pressured to focus in 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 should you’re an e-commerce web site.
Make Info Scannable
Your prospects are busy, and most aren’t going to learn each phrase in 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 attainable whereas nonetheless getting throughout the core message.
Bullet factors are a superb device as a result of big chunks of textual content are an enormous turn-off for readers—particularly if you wish to share a whole lot of info.
Goal features a bullet listing of every product’s options on their itemizing web page, so that you don’t even must click on them individually to get the need-to-know information.
Use Video and Photographs
Phrases aren’t the one technique to get throughout your product options. Photographs and movies are normally a a lot better technique to get throughout precisely what your product can do.
Images are a simple technique to present prospects how key options look and work. They’re significantly highly effective for design-focused options and most e-commerce merchandise basically. Bonus factors should you embrace user-generated pictures in your descriptions.
UK furnishings model Made did a terrific job of together with user-generated photos of their product listings. Potential prospects can see precisely what every couch will appear like in a spread of settings.
Movies take slightly extra work, however they are often much more efficient. For instance, you could possibly create an explainer video that highlights your product’s core options, or a separate video for every function.
Your feature-led movies can be used as a part of your onboarding course of and by your gross sales crew throughout shopper calls. They will even enhance your search rankings, particularly should you host them on YouTube.
Write Weblog Posts and Emails
If 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 speak about the advantages that customers can achieve 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 should you can create one.
In contrast to different types of content marketing, there’s no must publish these articles often. Writing them when you have got a brand new function to explain is sufficient.
Electronic mail updates must also be despatched sparingly. Solely e-mail when you have got a brand new function to announce and maintain your e-mail succinct. Solely embrace the important thing particulars within the e-mail and hyperlink to a extra in-depth weblog publish if obligatory.
Present customers will study in regards to the new options when utilizing the software program, so it could be smart to solely ship an e-mail about options which will re-engage misplaced prospects.
Asana’s weblog is full of feature-focused weblog posts. Be aware that many don’t give attention to particular person options. Somewhat they cluster function releases round a specific subject and write about that as an alternative.
3 Examples of Product Characteristic Highlights
If the examples above weren’t sufficient for you, I’ve obtained three extra examples of manufacturers that do a terrific job highlighting their product options.
Few firms 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 function, pairs every with a person profit, and consists of high-quality photos and graphics. Even when you have already got an iPhone, studying their product pages makes you need to improve.
Amazon is known for its in-depth product listings, however these listings are additionally nice at highlighting every product’s most vital options.
The clear structure makes it simple for purchasers to skim the product description, and bullet factors spotlight a very powerful 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 function is given a hierarchy—safety is first—and takes up your complete web page. Additionally they use graphics for instance factors and annotations to attract consideration to particular options.
Steadily Requested Questions About Product Options
What are product options?
Your product options are any attribute of your product that makes it stand out and separates it out of your opponents. It could actually 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 generally is a function—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 function of Slack, for example.
What’s the distinction between a product function and a profit?
A function is a attribute of your product. A profit is how a buyer can use that attribute to beat a ache level.
How can I spotlight the options of my SaaS product?
A gross sales web page is a superb technique to spotlight the entire 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 simple to learn and stand out from the remainder of your copy.
The Conclusion of My Product Options Information
Showcasing your product options is a vastly underrated tactic. Entrepreneurs and salespeople will inform you to give attention to the advantages of your product quite than the options. Whereas advantages are vital, they depend on explaining your options clearly first. Options are additionally one of the widespread methods potential prospects compare your product together with your opponents.
Take time to find out which options are most vital and get opinions from current customers should you can. Then use the seven ways I’ve listed above to make them as clear as attainable in your web site.
Which options of your product are you most pleased with?
See How My Company Can Drive Large Quantities of Site visitors to Your Web site
- web optimization – unlock huge quantities of web optimization site visitors. See actual outcomes.
- Content material Advertising – our crew creates epic content material that may get shared, get hyperlinks, and entice site visitors.
- Paid Media – efficient paid methods with clear ROI.