As we mentioned last month we will address some of the variables that you can test to increase your conversion rates. Since the first variable is Ad Copy and that was discussed in our October version of our newsletter we will skip to the second in the list, Features vs. Benefits.
The importance of focusing on the true benefits of your products or services, regardless of the type of website, cannot be overstated.
Make sure visitors to your site understand the benefits of your products, services, or information. Be sure to distinguish between features and benefits. For example, when you describe a feature like "free overnight shipping on orders over $100," make sure you always describe the accompanying benefit: "Never again deal with the hassle of driving across town, in traffic, to make a purchase! Have your order delivered in the morning for free."
Even if your feature is standard, explain its benefits. Features and benefits are one of the most overlooked areas of selling power in advertising. As the saying goes "Features tell, but benefits sell." Critically analyze your website's ad copy for benefits. Do not assume that when you describe a feature of your product or service, your customer will naturally extrapolate the feature's benefit. When you describe a feature you must always describe the accompanying benefit! If you do not, you will lose sales. Here are some ideas and examples to help you keep a focus on benefits:
- Positive Benefits: Positive benefits are direct benefits that accrue to the customer when they purchase.
- Make sure you do not exaggerate the benefit claim. Some benefits sound so good they are not credible, even if they are true. In these cases, you will want to understate your product's benefits a little. For example, if you have a product that cures acne 100 percent of the time, you will lose credibility if you make that benefit claim, even if it is true. You will be more credible if you understate the claim by saying your product cures acne in 78.6 percent of all cases.
- Negative Benefits: Negative benefits can sometimes be more powerful than positive ones. Focusing on negative benefits means implying what could happen to a prospect who fails to purchase your product or service. Here are some examples of negative benefits: "Never again be the butt of jokes on the golf course," "Do not let your snoring cause you to spend another night on the couch," "Never feel unconfident about your appearance again," or "Do not waste your lunch hour driving across town for supplies." Test throwing a strongly worded negative benefit into your product's description and see what happens!
- Understand The True Benefit: Carefully consider the true benefit of each product feature. Do not just throw a benefit out there without carefully considering what the true benefit is. In other words, when a customer purchases your product or service, what is he or she really buying? Here are some examples:
- Baldness Cure: The true benefit of a baldness cure is not hair. Hair is the feature! Confidence is the benefit.
- Life Insurance: The benefit of life insurance is peace of mind.
