Welcome back to our series of the top-5 elements of a highly converting landing page, where we explore the most important features that every winning landing page should have to achieve its conversion goals. This time around you will be learning some more about the crucial "benefits section".
Features can be boring
Back on our first post of the series, when we introduced the topic of the benefits section, we stated the following:
"When you want to explain why your product or service is good, don't resort to features. Features can be boring. Instead, resort to benefits, what the product or service solves for the customer."
That is, features lists are great for technical data sheets. Your landing page is not one of these. Even if you're selling a highly technical product or service, your landing page should focus on the benefits of your offering. There will always be room for state-of-the-art features, somewhere else.
In this sense, the benefits section is firmly tied to your unique selling proposition or USP. Remember we defined the USP as:
"...what you have to offer that others don't. It's all about what your product or offer is, what its benefits are and how these benefits positively affect your customers."
So you can see the relationship. Every time you come up with a USP for your product/service, there are implied benefits for your potential customers and that's why they would buy from you.
Landing page solutions providers Wishpond put it nicely in their blog:
"Your benefits should relate and expand upon your USP with more detailed specifics about your page promotion. But, think about your offer from the perspective of your targeted buyer. [...] You’ve captured their attention with your USP and images. Now you need to make them stay - and convert."
Also, as the guys at Kissmetrics sum it up:
"Customers aren’t just interested in what the product is. They also want to know how it’s going to help them."
And that's they key of it all. Features list are all about "the product is this" and "the product does that". Benefits, instead, are centered on the customer: "the product can do this for you" and/or "the product helps you out with this".
What's in it for me?
Listing your benefits in a user-centered fashion is a sure way to improve your conversions. You know, there's a lot of customer psychology involved in this, but basically, what every visitor of your landing page really wants to know is: "what can this offering do for me?"
Your visitors might be looking for something to help them solve a problem or pain point, or something that they feel would make them happier, or something that would make them save money or make money... you get the idea. Whatever it is they're looking for, you want to make sure your landing page is the gate to that solution and that your visitors know it. Your benefits section is key to this goal.
Perhaps you might only have a list of features for your product, because you haven't given any thoughts to this benefits approach. Or maybe you only have vague, fuzzy ideas about what your product or service can do for other people. In both cases, you can still come up with effective benefits statements that you can add to your landing page's copy.
Ask yourself why
The Crazyegg blog has a fine piece on how to turn your product features into benefits and let's quote:
"The simplest way to find your product’s benefits is to look at the features and ask 'why.'
Why is this something that the customer needs and wants?"
So, let's suppose you're offering a content delivery network (CDN) service, serious business, and you have features such as:
- Content caching
- Route optimization
And much more like that. Lots of high-tech, state-of-the-art, highly-engineered features. They might be inviting to the more tech-minded people out there, but still, this is not how you want to promote your service on your landing page. You want to turn those features into concrete benefits. How? By asking why your customers would need this.
Take a look back at the features above. If you want to purchase CDN services, why would you want to have things like that? The short answer: because they improve your site's perfomance. That's definitely a benefit. And how do you list that on your service's landing page? There are many ways, but how about: "Deliver faster perfomance for your website"? That should sound compelling enough.
Another quick example: a product like a newfangled gaming laptop might have a graphics card with 1152 cores and 80.0 GB/s of memory bandwidth. Yeah! But what does that mean for the customer? How about the "ultimate gaming experience". Again, focus on what could make your customer happier.
List and conquer
This is not set in stone, but a usual practice in landing page design is to list the product's benefits using bullet points to make them easier to stand out and assimilate by the prospective customer.
Still, a modern trend is to use horizontal lists, as opposed to vertical bullet points. Either way, the purpose is to encapsulate the information in bite-sized paragraphs or sentences with compelling copy to drive the points home.
Let's see some examples in practice:
Readitfor.me goes for an all-out approach and pretty much their whole page is a huge benefits declaration, which they call "6 great reasons to join". Below you can see their amazing list of benefits:
The Canadian website for freelance developers, 1dev.ca, makes use of a double list of benefits, aimed at two different customers, developers and contractors, each one with their own set of benefits and under the headline "Advantages":
Next is an example of what we mentioned above, an horizontal list of benefits, courtesy of Vivaco, explaining the benefits of their services which are, in turn, based on key technologies:
Summing it up
Your product or service has features. Turn them into benefits for your customers, that will drive more conversions than a dry list of specs or technical features. Why? Because your customers want to know what your product/service can do for them. Be customer-centered, not product-centered.
List your benefits concisely, using compelling copy and bullet points or horizontal lists, so that your benefits stand out and are easy to scan at the same time.
In the next post in this series we will be discussing about the "Social Proof" for your landing pages or how you can leverage the testimonies of your own customers to give your offer credibility.
In the meantime, have you got any other insights on the benefits section of a landing page that you want to share with us? Just let us know in the comments!