By Neil Patel

Whether your customers are shopping for tennis shoes or a marketing automation tool, they care about your product’s features. Features (along with price and design) are one of the main factors people consider when comparing products.

Would you buy a computer without knowing how much storage it has? Or a pair of yoga pants without knowing whether they stretch?

Despite their importance, many brands fail to make their product’s features clear on their websites—and that could cause revenue to drop.

Your product’s features are massive selling points, so they need to be clear and compelling. Here’s how to get your product features right.

What Is a Product Feature?

A product feature is a characteristic of your product that differentiates it from other products in the market. It could be how it looks (a design feature), how you can use it (a functional feature) or what it comes with (an added-value feature).

Let’s take running shoes as an example. The material of the shoe is a feature, so is the technology in the shoe. Both are highlighted in this example by Nike.

What about a software product?

Features typically center on the product’s functionality (what you can do with it), but they can also include integrations or data security. Slack’s feature page below highlights these types of features:

Features don’t have to be unique to your product, though. As design, technology, and manufacturing processes evolve, some features become standard. You’d be hard-pressed to buy a smartphone without a touchscreen, but that doesn’t mean it isn’t a feature brands can talk about.

Whether your product comes with ten features or two, you need to be talking about them across your website including your product descriptions, landing page, and even your homepage.

Make your product features clear so customers can easily compare you to your competitors. It’s even more important if your product boasts the best features in the industry. The more you shout about them, the more likely consumers are to take notice—and maybe make a purchase.

7 Strategies for Highlighting Product Features

You know what features are, and you know why they’re important to include on your site. Now let’s look at seven ways e-commerce stores and SaaS tools can effectively leverage them.

Include Social Proof

Talking about how great your features are is nice, but every other company does the same thing. Even if your product features are superior, customers may not believe you. After all, only one-third of customers trust the brands they buy from.

You need social proof to convince them your product delivers. Add quotes and testimonials from your customers or trusted third parties that mention your product features to relevant pages. Better yet, include images and videos of them using your product.

Featuring real people showing …read more

Source:: Kiss Metrics Blog

Author: Aaron