Website Conversion Optimization:Turning Features Into Benefits

3 mistakes to avoid to stop wasting your time and effort

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What I’m covering in this video...

How to make your website copy more appealing by writing in terms of “benefits” instead of “features”.

1. Potential customers (visitors to your website) don’t know you, don’t like you (yet) and don’t trust you (yet)

2. When someone comes to your website, they have one thing in mind: getting the RESULT they want or finding the INFORMATION that is going to help them get the result they want.

3. Forget about what you’re offering. Think about what result or benefit your potential customer is looking for.

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Let’s figure out the difference between features, advantages and benefits.

Feature:  what  is  your  product,  service,  system  or  technique?  

Advantage:  What  does  it  do?  Why’s  it  different  than  others  on  the  market?

Benefit:  What  is  the  result  or  benefit  that  your  customer  experiences?

Here’s an example.

Feature:  protein  powderAdvantage:  all-­‐natural,  2x  more  protein  than  other  all-­‐natural  powders

Benefit:  you  get  a  quick,  nutriKous  meal  with  more  protein  while  also  knowing  it’s  coming  from  natural  ingredients

Let’s go deeper.

Within  every  benefit,  you  can  almost  always  go  to  a  deeper  “level”  of  benefit.  

Ask  yourself,  “what’s  the  payoff  of  that  benefit?”  and  think  of  more  specific,  tangible  moKvaKng  reasons  for  using  the  product  (or  service,  system,  technique,  etc.).

Back to our example.

Feature:  protein  powderBenefit:  you  get  a  quick,  nutriKous  meal  with  more  protein  while  also  knowing  it’s  coming  from  natural  ingredients

Deeper  Benefit:  you  stay  energized  and  fit  to  power  through  your  day  Deeper  Benefit:  you  look  goodDeeper  Benefit:  you  save  Kme  and  aTenKon  trying  to  figure  out  a  quick  meal

Deeper  Benefit:  you  feel  proud  knowing  you’re  fueling  your  body  in  a  healthy  way

Now, on your website, instead of listing the features, speak to the benefits.

Write  your  copy  from  the  perspecKve  of  your  potenKal  customer  and  the  benefits  they  get  out  of  using  your  product,  service,  system  or  technique.

Now  you’re  speaking  in  terms  of  “what’s  in  it  for  them”  (WIIFT)  instead  of  what  you  want  to  say  about  your  offer.

For MORE leverage, incorporate negative and positive benefits.

Think  in  terms  of  what  a  person  wants  to  AVOID  as  much  as  what  they  want  to  ATTAIN.

As  humans,  we’re  typically  more  moKvated  by  avoiding  something    (moving  away  from  a  pain)  than  we  are  aTaining  it  (moving  toward  an  outcome).

For  example,  we’ll  most  likely  take  acKon  faster  and  more  dramaKcally  to  avoid  bankruptcy  than  we  will  to  aTain  more  income.

Back to our example.

Feature:  protein  powderMove-­‐Toward  Benefit:  you  get  a  quick,  nutriKous  meal  with  more  protein  while  also  knowing  it’s  coming  from  natural  ingredients

Move-­‐Toward  Benefit:  you  stay  energized  and  fit  to  power  through  your  day  

Move-­‐Toward  Benefit:  you  look  goodMove-­‐Toward  Benefit:  you  save  Kme  and  aTenKon  trying  to  figure  out  a  quick  meal

Move-­‐Toward  Benefit:  you  feel  proud  knowing  you’re  fueling  your  body  in  a  healthy  way

Move-­‐Away-­‐From  Benefit:  you  avoid  skipping  a  meal  when  you  don’t  have  much  Kme  and  losing  energy  or  eaKng  crap  later

Move-­‐Away-­‐From  Benefit:  you  avoid  eaKng  junk  and  not  feeling  great  

Move-­‐Away-­‐From  Benefit:  you  avoid  developing  a  habit  of  eaKng  junk  and  gaining  weight  or  geYng  sick  over  Kme

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