features versus benefits

On your landing page, try writing everything from your customers’ point of view. Although it might seem counterintuitive, consumers rarely want to buy things for the sake of buying them…

…. they want to solve their problems. Talk about user benefits and not about the features of a product.

If you’re selling umbrellas you could talk about the unique fabric you’re using or the fact it can be used in windy weather. But the real benefit for your customers is that they won’t get wet. Apple did this great when launching the iPod. They didn’t say “1gb of storage” but they said “1000 songs in your pocket”. To turn your features into benefits, ask yourself the question: why does this feature matter?

CRO Tip from:

Gijs Wierda

Gijs Wierda

CRO specialist

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Each week I share a conversion rate optimization (CRO) tip or insight I love - or just blows my mind. Would you like to share a tip as well? Drop me an email here.

All tips are meant as inspiration and I recommend split-testing them; they might not work for your site' audience. Done&Tested is curated by Gijs Wierda, a freelance CRO specialist.

Gijs Wierda

Gijs Wierda