When marketing a product, you want to describe it so it has the greatest chance of being purchased. This is where product features and benefits come in. Their purpose is to increase awareness of what a product does and influence customers to buy it. Virtucom Group is a dependable provider of ecommerce content and solutions that help retailers succeed in marketing and selling their products. Here, we discuss the importance of features and benefits on your product pages.
Understanding Product Features and Benefits
To understand why your business should use product features and benefits in copy, it first helps to understand what each one consists of. When a product or SKU is listed on a website for sale, it’s in competition with tons of other products from your website and other companies. There has to be a reason why the customer would choose this specific product over every other, which is why product features and benefits are crucial.
Product features consist of the basic functions and capabilities of the product, while the product benefits explain what advantage the customer can receive from using the product. Product features can be things like the material, dimensions, quantity, style, etc. The product benefits are the value that the customer receives from the product features, like lasting durability, comfortable wear, storage, etc. They are typically put together in one sentence to explain the advantage of each function.
Why Are Product Features and Benefits Recommended?
It’s recommended that retailers include product features and benefits on their SKUs or products for a few reasons. First, take a look at some example product features and benefits for a dining table:
- Made of sturdy metal for long-lasting use
- Weather-resistant coating allows for use indoors or out
- Rectangular tabletop seats up to 6 people
- Folding design allows for easy storage and transport
- Adjustable levelers provide sturdiness
- Embellished design offers a stylish look
You can see that these descriptors give potential buyers more information about the product and how the product may benefit them than if the product was just listed as a rectangular metal table. But how does this translate into selling the product? It does so by:
Providing a Better Consumer Experience
Product benefits and features help provide a better consumer experience by helping answer the consumer’s questions about products clearly and quickly. It can be frustrating for customers to be looking for a certain product, scouring websites, and finding products without any details given. How is the customer supposed to choose a product over a competitor’s if they aren’t sure what the product offers? They can’t—which is why product features and benefits are key to improving the customer experience. Product features and benefits help demonstrate the specific product as the solution to the customer’s needs, making them more likely to buy it than a product without any features or benefits.
Catching the Customer’s Attention
In today’s day and age, many people enjoy browsing retail sites for new arrivals, seasonal products, sale items, and more. The product itself may catch a customer’s eye, but if they click on it and there are no features or benefits, a customer will often keep looking for another product that does. If a product page is complete with features and benefits, it will catch the attention of the customer and keep it on the product longer than those that don’t.
Improving SEO Results
Search engine optimization (SEO) is the practice of designing your website and product pages to rank higher on search engines so you receive more traffic. Product features and benefits are a great way to increase SEO rank because you can add certain keywords to the copy. This brings your products to more people and can lead to more sales in the long run. Product pages without features and benefits won’t rank as high as those with them, so this is why it’s beneficial to add features and benefits to your product pages.
Access Ecommerce Solutions for Your Business Today
If your retail business doesn’t yet have features and benefits on your product pages, it’s not too late to get started. Find the ecommerce solutions you need at Virtucom Group, where we offer a wide range of ecommerce content services for businesses across the U.S. and Canada. To learn more about how our ecommerce content creation can help your business thrive, contact us today.
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