Why Feature-and-Benefit Statements Complete Product Pages

When customers browse a retailer’s website, they typically are drawn to detailed and easy-to-navigate layouts. However, if a website is inaccurate or out-of-date, customers may seek alternative purchasing options. To avoid this, retailers need to become knowledgeable about the products in their online stores. This can help to re-create an informative shopping experience for online customers – similar to viewing the products in person. In turn, customers may be more inclined to stay on a retailer’s site longer and purchase their goods.

Frequently updating product features and benefits is one way that retailers can increase site traffic and keep up with competitors. In this blog, Virtucom Group discusses how retailers can improve revenue through the creation of detailed, user-friendly feature-and-benefit statements in their ecommerce strategy.

What Are Feature-and-Benefit Statements?

To provide knowledgeable and accurate information for customers, retailers need to implement a product description page (PDP) model that includes:

• Accurate product attributes
• Detailed product names
• Secure digital assets
• Original product descriptions

Additionally, part of the ideal retail PDP model should include regularly updating feature-and-benefit statements. Product feature-and-benefit statements are short sentences that describe the details of the product, including important information such as size, benefits it can provide, and specific features. They are also typically the first aspect of a retail site that consumers see when shopping around and viewing the search engine results page (SERP).

This makes it increasingly more important for businesses to provide accurate, detailed, and engaging content for customers to reference, allowing online shoppers to determine if the product fits their needs. Product feature-and-benefit statements can also give necessary information about how the product works, as well as provide additional benefits, including:

• Makes it easier for shoppers with concise, digestible details about the product
• Helps your website stand out from others
• Inclines customers to purchase products from your site vs. others

Here is an example of effective feature-and-benefit statements:

Influencing Customer Purchasing Decisions

Detailed feature-and-benefit descriptions can play a role in influencing a customer’s decision to purchase a product. For starters, it can provide added information for those unfamiliar with the product, as well as go a long way in supporting your overall search engine optimization (SEO) efforts.

To determine which product information would be most beneficial to customers, start with reviewing your product data. This helps to determine the features and benefits that your products offer, all of which can attract customers to your site. In addition, it enables you to detect missing information that should be added to your feature-and-benefit statements.

To create effective feature-and-benefit statements, here are some tips you should know:

• Create an appropriate amount of bullet points: Companies need to provide enough information for customers to make an informed decision. However, you also want to ensure there’s not too much information. This can overwhelm customers and potentially drive away business.
• Use simple language: Complex statements and language can rule out a large amount of your customer base. That’s why it can be beneficial to use simple language to describe your products. This makes it easy for customers to access and understand all the benefits it can provide.
• Present ideas on how it can be useful to customers: By providing abundant benefits of purchasing your product, this can incline customers to understand how it can be beneficial in their own lives.

Don’t Have Time to Create Feature-and-Benefit Statements?

Virtucom Group has a team of experienced copywriters and editors, who have a proven track record in taking retailers’ online presence to the next level. With organized and effective methods of increasing website traffic through SEO efforts and ecommerce content, retailers can rely on us to provide customer satisfaction, improved conversion rates, and more. To learn more about how you can implement effective product feature-and-benefit statements in your ecommerce strategy, contact us today.