Landing Page Optimization - Buyers Buy Benefits

It’s a golden rule of business that "buyers buy benefits". However, landing pages often place too much emphasis on product features over benefits. Optimize your pages for style and substance.

Why benefits matter

Communicate on benefits to create an emotional connection with buyers and help trigger buying decisions. Benefits will also support your asking price if they create value in the minds of prospective buyers. And until you create value, any price you ask will be too high.

It’s what you say, AND how you say it

• Feature benefits prominently. Visitors to your website typically will be looking to solve a problem or fulfil a need. Help them answer the question: ‘What’s in it for me?’ by featuring customer benefits prominently on your landing pages. Front-load your heading-tags and page copy with benefits and other key selling points to ensure they get maximum attention. Both Venus and Mercedes Benz place customer benefits in prominent places (surrounded in red boxes in our screen captures).
• Link features and benefits together. Effective benefit selling doesn’t mean you should avoid mentioning product features. In fact, listing selected features can help support benefits and advantages, and substantiate your claims in the minds of prospective buyers. The Venus Embrace landing page ties features and associated advantages together in short matter-of-fact statements (features and advantages are surrounded in green and blue boxes respectively in our screen captures).
• Optimize your pages for skimming and scanning. Check marks and bullets are good at conveying both product features and benefits. Front-load your bullets with action verbs and adjectives for maximum impact. Keep your writing style short and snappy and avoid full-length sentences where possible.

Know your FABs: Features, Advantages & Benefits

Marketing literature distinguishes between product features, advantages and customer benefits:

• Features state product characteristics.
• Advantages expand on what a feature does.
• Benefits express how your product or service will meet the needs of prospective buyers. Unlike features and advantages, benefits are customer-centric. You will find that buying motivators often relate to one or more of the following: saving money, making money, saving time, satisfying an ego or experiencing pleasure.