When it comes to promoting your product features across your landing page, there are a myriad of ways to stuff it up…
Your product features should be what make your product or service so special. The things that separate you from your competition. But when it comes to landing pages, mistakes with product features cause more damage than good, driving potential customers away. Here are the two most common:
1. Benefit/feature overload.
Yes, you’re proud of your product and its three gazillion features. I mean, the more the better, right?
The problem is, when you promote them all simultaneously across your landing page, you create one LONG, RAMBLING page that’s confusing, boring and likely to lose people.
2. Highlighting the wrong features.
In this case, you promote the features you think are the most important ones and the features your customers truly care about get buried down the bottom of the page. And the truth is, there are probably only one or two they actually care about – the rest are just bonuses.
The secret is picking the features that convert the most.
How do you know which ones these are?
Well, you need to find out which features your customers care most about. And I’m not just talking about a few customers. Don’t convince yourself you can get away with texting a few mates. If you’re going to identify true winners you need reliable numbers – fifty at least.
The tricky part is asking the right questions. You don’t want to ask open ended questions which prompt random answers that are difficult to interpret. So multiple choice is probably best, where you can collate the most popular responses. The purpose is to gain a deeper understanding of your customers and the reasons behind their purchasing decisions. Questions like –
- What first prompted you to buy/use our product/service?
- What solution did our product/service provide to you?
- Why did you stop using our product/service?
- Which of the following features are most important to you? (Number in order of priority)
If you’re looking for a tool to help, Typeform is free (with limits) and great for compiling surveys, picking questions and analysing results.
Distributing your survey (although don’t call it a survey).
These days, people are busy – the word ‘survey’ can make them squeamish. But they’re also kind of keen to give out opinions and share advice about products they use. If you have an email database of customers – this is the time to use it and ask for their much-valued help.
If not, perhaps you have a decent size Facebook following? In which case, you could conduct a Facebook poll. These are limited from a research point of view and you can generally only ask one multiple-choice question per poll. However, for a simple research solution you could use it and ask followers to pick their favourite feature.
Either way, you want a decent number of responses to make the data meaningful. Through your results, you’ll hopefully gain a deeper understanding of your customers’ positions when they first came across your product or service. And you’ll be able to calculate which features get the most popularity votes.
What about all your product’s other features?
So, you now have your top features. These are the ones you promote at the top of your landing page – use them to connect with consumers and draw them in.
But just because the others aren’t top of the list, doesn’t mean you can’t mention them. It’s about introducing them further down the page as an added incentive. That extra nudge to convince consumers your product or service has relevance to them (and is better than its competition).
Take Xero for example, they list their additional features half way down the page under the header, “Popular features that will change your life”.
And Weebly list theirs under “Features to start, sell and grow”.
It’s about having a system to your landing page. One that’s easy to navigate and takes you user’s journey into consideration. The most relevant features lure them in. They scroll down exploring further and discover there’s more to you product or service. You address their concerns and show them your product or service has EVERYTHING covered.
By the end of the page (or hopefully well before), you have them convinced – now a strong call to action should seal the deal.
Once you have that all figured out, all you need to do is position your features as benefits. But that’s another topic for another day 🙂