How do you get visitors to convert on your landing page?
- By telling them how awesome your product is
- By explaining to them how your product will transform their lives
In case you haven’t guessed already, the second option is the correct one. This is the difference between your product’s features and its benefits. Where features explain what makes your product/service so great and superior to your competition, benefits tell the story of how your product/service is going to change your customers’ lives.
And as User Onboarding so eloquently puts it:
People don’t buy products; they buy better versions of themselves. When you’re trying to win customers, are you listing the attributes of the flower or describing how awesome it is to throw fireballs?
Don’t get me wrong, I’m not saying that listing features is a bad thing. All I’m saying is that we have found in our experience that landing pages with benefits listed on them along with features convert better than the pages with just features on them.
Because telling your visitors what your product can do for them instead of boasting what your product can do are two entirely different things. Jason Fried’s tweet sums this up nicely.
And so we decided to write this post for you. First to let you know the difference between a feature-heavy approach and a benefit-centric approach, and to give you a simple technique to transform every juicy feature into a helpful benefit.
A Features Heavy Approach
When all you mention on your landing page are features, you basically assume that your visitors have a certain level of technical expertise about your product. This is the reason why many landing page headlines have jargon in them.
It’s wrong to assume anything, especially that your visitor will somehow magically know what you’re talking about. Your landing page should tell your visitors a story, and storytelling has no place for jargon.
Instead of saying 4000mAh more battery capacity why not say our additional battery will give you 100% more screen time?
Talk to your visitors in terms that they understand. Don’t throw a bunch of numbers at them and expect to persuade them.
The headline for the 53 page says “Over One Million Creators on MIX.” What they fail to do is explain to the visitor why this is important or what MIX even is.
A Benefit Centric Approach
When you talk in terms of benefits on your landing page, you essentially paint a rosy picture in front of your visitors. A picture that tells them a story of how you’re going to be able to make their life easier, simpler and more awesome if they just click the CTA button.
User Onboarding describes this concept like so:
Take the Bidsketch page as an example.
Their headline states what they do, and the sub-head, which is a customer testimonial paints a picture of just how easier sending out proposals becomes when they use the service.
The page is a combination of both the features of the service and benefits that the customers enjoy. This is the best combination you can put on your landing page.
How to Transform Your Features into Benefits?
You would think that converting technical features into snackable benefits would be a complicated thing to do. However, you would be wrong.
The task is as simple as asking yourself a question comprised of two short words, so what?
Look at this screenshot from the Red Website Design page.
The agency is ranked high on Google, this is their feature. Now think of the question “so what?” i.e. what’s in it for the user.
The fact that their SEO knowledge is going to help you create a high ranked website is what you’re interested in and what you care about.
The Evernote page also does this.
The feature states “Remember Everything”- you ask yourself so what? And the next line gives you the answer “Evernote apps and products make modern life manageable, by letting you easily collect and find everything that matters.”
This is what you need to do on your landing page, as soon as you write down a feature ask yourself so what? Question why your visitor should care about your feature and then give the answer to your question in the next line as a benefit.
Your Visitors Constantly Ask What’s In It For Me, Be Prepared
When your visitors are going through your landing page they’re constantly thinking WIIFM (what’s in it for me). Always be prepared for this question and answer it in every line of copy that you write on your page, because failing to do so will cost you countless conversions, and nobody wants that.
We do this on our page too.
Our customers don’t need any design experience, that’s our feature. The fact that you can quickly build mobile responsive landing pages with our fully customizable editor is a benefit you’ll enjoy when you sign-up.
Put the battle of features vs benefits to rest and use both on your landing page to score better conversions. Still have doubts about this approach? Please share them in the comments below.