Whether or not your clients are looking for tennis sneakers or a advertising and marketing automation device, they care about your product’s options. Options (together with value and design) are one of many primary elements individuals contemplate 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 huge promoting factors, so that they should be clear and compelling. Right here’s methods to get your product options proper.
What Is a Product Function?
A product characteristic is a attribute of your product that differentiates it from different merchandise available in the market. It may very well be the way it appears (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 expertise within the shoe. Each are highlighted on this instance by Nike.
What a few software program product?
Options usually middle on the product’s performance (what you are able to do with it), however they will additionally embody integrations or knowledge safety. Slack’s characteristic web page beneath highlights these kinds of options:
Options don’t need to be distinctive to your product, although. As design, expertise, and manufacturing processes evolve, some options develop into normal. You’d be hard-pressed to purchase a smartphone with no 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, it’s essential to be speaking about them throughout your web site together with your product descriptions, touchdown web page, and even your homepage.
Make your product options clear so clients can simply examine you to your rivals. It’s much more essential in case your product boasts the perfect options within the business. The extra you shout about them, the extra seemingly customers are to take discover—and perhaps make a purchase order.
7 Methods for Highlighting Product Options
You realize what options are, and you recognize why they’re essential to incorporate in your website. Now let’s take a look at seven methods e-commerce shops and SaaS instruments can successfully leverage them.
Embody Social Proof
Speaking about how nice your options are is sweet, however each different firm does the identical factor. Even when your product options are superior, clients could not imagine you. In any case, solely one-third of shoppers belief the manufacturers they purchase from.
You want social proof to persuade them your product delivers. Add quotes and testimonials out of your clients or trusted third events that point out your product options to related pages. Higher but, embody pictures 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 belief your model.
UK maternity model Isabella Oliver does an incredible job of this, together with a quote from Vogue within the product description of a maternity tank costume.
Converse to Your Goal Viewers
You have to perceive your audience to write down about your product options successfully. You probably have purchaser personas, make certain to consult with them whereas writing. This can enable you prioritize which options your clients care about most.
Begin by taking a look at opinions in your product and people of your rivals—G2 is a good place to begin for software program corporations and Amazon for e-commerce manufacturers. Determine the highest options clients discuss and prioritize them.
Be cautious of making an attempt to focus on everybody. That is notably essential for SaaS merchandise that may have a dozen completely different use instances. Every goal buyer ought to have a devoted touchdown web page the place you converse solely about related product options. If you happen to attempt to converse to everybody on one touchdown web page, you’ll find yourself not focusing on any viewers properly.
Everlane is an instance of a model who is aware of their 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.
Give attention to the Advantages
Shoppers 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 buyer personas and spend a while studying product opinions. These will enable you get into your clients’ minds and deal with the advantages they care about.
If you happen to actually wish to do a great job, interview your clients to seek out out precisely how they profit out of your product. It takes somewhat extra effort, however that is hands-down the easiest way to tease out the advantages of your product.
Considered one of Hootsuite’s hottest options is the power to trace social media mentions on their dashboard–however that’s not how the model sells the characteristic to its customers. As an alternative, they deal with the profit: discovering out what clients actually suppose. They even observe this up with one other user-generated advantage of the characteristic.
Draw Consideration to the Vital Particulars
There are some options you’ll need clients to be aware of greater than others. That’s why it’s essential 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 dedicate every part to a particular characteristic. Use a daring heading to seize your reader’s consideration and again this up with brief, sharp copy and crowd pleasing imagery.
Google takes this to the acute by letting every characteristic take up all the display screen’s actual property. There’s no strategy to miss them:
One other is to take away the navigation menu out of your touchdown web page. With no strategy to transfer away from the web page, customers are compelled to focus in your gross sales copy and examine your product’s options. Don’t get carried away utilizing this tactic, nonetheless. Most clients received’t be pleased with you eradicating the navigation bar, particularly for those who’re an e-commerce website.
Make Info Scannable
Your clients 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 data. 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 plenty of data.
Goal features a bullet record of every product’s options on their itemizing web page, so that you don’t even need to click on them individually to get the need-to-know data.
Use Video and Photographs
Phrases aren’t the one strategy to get throughout your product options. Photographs and movies are often a a lot better strategy to get throughout precisely what your product can do.
Photographs are a straightforward strategy to present clients how key options look and work. They’re notably highly effective for design-focused options and most e-commerce merchandise generally. Bonus factors for those who embody user-generated pictures in your descriptions.
UK furnishings model Made did an incredible job of together with user-generated pictures of their product listings. Potential clients can see precisely what every couch will appear like in a variety of settings.
Movies take somewhat extra work, however they are often much more efficient. For instance, you would create an explainer video that highlights your product’s core options, or a separate video for every characteristic.
Your feature-led movies may also be used as a part of your onboarding course of and by your gross sales staff throughout consumer calls. They will even increase your search rankings, particularly for those who host them on YouTube.
Write Weblog Posts and Emails
You probably have a SaaS product, weblog posts, emails, and different types of content material advertising and marketing are probably the greatest methods to focus on your product options—notably if these options come within the type of new software program releases.
Make certain your weblog posts discuss the advantages that customers can achieve from the brand new options and don’t simply discuss concerning the options alone. Loads of screenshots are additionally a good suggestion, so is a video for those who can create one.
Not like different types of content material advertising and marketing, there’s no have to publish these articles repeatedly. Writing them when you’ve got a brand new characteristic to explain is sufficient.
E-mail updates must also be despatched sparingly. Solely e mail when you’ve got a brand new characteristic to announce and maintain your e mail succinct. Solely embody the important thing particulars within the e mail and hyperlink to a extra in-depth weblog publish if essential.
Present customers will be taught concerning the new options when utilizing the software program, so it might be clever to solely ship an e mail about options that will re-engage misplaced clients.
Asana’s weblog is full of feature-focused weblog posts. Observe that many don’t deal with particular person options. Somewhat they cluster characteristic releases round a selected subject and write about that as an alternative.
3 Examples of Product Function Highlights
If the examples above weren’t sufficient for you, I’ve received three extra examples of manufacturers that do an incredible 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 pictures and graphics. Even when you have already got an iPhone, studying their product pages makes you wish 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 format 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 focus on the important thing options of the Mannequin 3. Every characteristic is given a hierarchy—safety is first—and takes up all the web page. In addition they use graphics for instance factors and annotations to attract consideration to particular options.
Incessantly 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 rivals. It will probably embody 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 is usually a characteristic—if it’s comprised of recycled plastic, for instance. For SaaS merchandise, options embody the performance of the product. The flexibility to immediately message colleagues is a characteristic of Slack, as an illustration.
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 beat a ache level.
How can I spotlight the options of my SaaS product?
A gross sales web page is a wonderful strategy to spotlight all the options of your SaaS merchandise. Weblog posts, movies, and demos are additionally nice methods to focus on SaaS options.
How can I spotlight the options of my e-commerce product?
Your product description is the perfect place to focus on the options of your e-commerce product. Make certain they’re straightforward to learn and stand out from the remainder of your copy.
The Conclusion of My Product Options Information
Showcasing your product options is a massively underrated tactic. Entrepreneurs and salespeople will let you know to deal with the advantages of your product somewhat than the options. Whereas advantages are essential, they depend on explaining your options clearly first. Options are additionally one of the crucial widespread methods potential clients examine your product together with your rivals.
Take time to find out which options are most essential and get opinions from present clients for those who can. Then use the seven ways I’ve listed above to make them as clear as attainable in your website.
Which options of your product are you most happy with?