{"id":12925,"date":"2013-11-23T08:30:20","date_gmt":"2013-11-23T14:30:20","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=12925"},"modified":"2025-04-01T13:02:18","modified_gmt":"2025-04-01T17:02:18","slug":"features-and-benefits-for-conversion","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/features-and-benefits-for-conversion\/","title":{"rendered":"How to Use Features and Benefits to Gain Higher Conversions"},"content":{"rendered":"<p>You&#8217;ve likely heard about features and benefits, but do you know which one to use to get the best results\u2014and how to do it?<\/p>\n<p>Well, imagine\u2014like many other Americans\u2014you\u2019ve decided to stop renting and take the recommended path to purchase a home\u2026<\/p>\n<p>The first thing you\u2019ll likely do is hire a real estate agent to assist you with your search for the perfect home.<\/p>\n<p>A home where you look forward to hanging your hat and laying down your head at the end of a long day.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-home.jpg\"><img decoding=\"async\" width=\"300\" height=\"190\" class=\"wp-image-12928 aligncenter\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-home-300x190.jpg\" alt=\"features and benefits home\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-home-300x190.jpg 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-home.jpg 537w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>After weeks of phone calls and online searches for new homes your realtor, Susie, calls you. She has found the perfect house to fit all your needs.<\/p>\n<p>When you go to the open house, you see that the house really is amazing. It has new stainless appliances, the backyard is huge, and there are hardwood floors throughout!<\/p>\n<p>At this point you\u2019re almost ready to make an offer, but&#8230; what is that nagging feeling? You <a href=\"https:\/\/www.crazyegg.com\/blog\/storyselling\/\">aren\u2019t quite sold<\/a>. So you make a tough decision to pass on this one and keep looking.<\/p>\n<p><strong>What went wrong?<!--more--><\/strong><\/p>\n<p>It seemed like the perfect house. But why weren\u2019t you sure it\u2019s perfect for you?<\/p>\n<p>Susie told you that the house had A, B, and C. Sure enough\u2014A, B, and C were there as promised. You saw the <em>features<\/em> of this home with your own eyes.<\/p>\n<p>However, often that just isn\u2019t enough.<\/p>\n<p>Susie might have succeeded in making the sale if she used a different approach: One that not only listed the features of the home\u2014like the new appliances and a nice sized backyard\u2014but an approach that made you feel as though you <em>needed and wanted<\/em> those features.<\/p>\n<h2>Use Features AND Benefits to Paint a Picture<\/h2>\n<p>When the realtor gave you the features of the house she missed a crucial step in the selling process. She failed to \u201c<a href=\"https:\/\/www.crazyegg.com\/blog\/web-copy-formula\/\">paint the picture<\/a>\u201d of you owning and enjoying that home for the rest of your life.<\/p>\n<p>To effectively paint the picture\u2014and help the potential buyer feel like the home is already theirs\u2014you have to focus on the benefits. Don&#8217;t think that simply listing the features is enough&#8230;<\/p>\n<h2>Ask &#8220;Why&#8221; to Turn Features into Benefits \u2013 and Get More Sales<\/h2>\n<p>The simplest way to find your product&#8217;s benefits is to look at the features and ask \u201cwhy.\u201d<\/p>\n<p><em>Why<\/em> is this something that the customer needs and wants?<\/p>\n<p>For example, here are the three key features of the home&#8230; and how Susie could have turned them into benefits by asking herself, \u201cwhy?\u201d<\/p>\n<p><strong>1. New stainless steel appliances<\/strong><\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-appliances.png\"><img decoding=\"async\" width=\"800\" height=\"766\" class=\"size-full wp-image-12927 aligncenter\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-appliances.png\" alt=\"See how Lowe's describes both the features and the benefits in their descriptions?\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-appliances.png 800w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-appliances-300x287.png 300w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><em>Lowe&#8217;s turns features into benefits for greater sales.<\/em><\/p>\n<p>Having new stainless steel appliances is a nice feature. It might be enough to sell some of the less savvy homebuyers on the market. But to paint a picture for the potential buyer you must focus on the benefits.<\/p>\n<ul>\n<li>Newer appliances are more energy efficient. That&#8217;s a feature. Why? Because they\u2019ll use less energy\u2014and water\u2014over time. Why does that matter? It will save the buyer money and help the environment. That&#8217;s a benefit. We could also go further, asking &#8220;why,&#8221; and creating deeper benefits, such as what the buyer could do with that extra money.<\/li>\n<li>Stainless steel is easier to clean, saving you time and effort. A deeper benefit is that your house is more likely to be sparkling when visitors drop in.<\/li>\n<li>New appliances come with warranties\u2014just in case they break. A deeper benefit of that is saved money, less hassle, and security that your purchase will last a long time.<\/li>\n<\/ul>\n<p>What a great way to appeal to a first-time home buyer!<\/p>\n<p>They&#8217;re already spending money on a down-payment, homeowner&#8217;s association fees, closing costs, and other related expenses. What a way to ease the mind\u2014and their willingness to open their checkbook!<\/p>\n<p>Let&#8217;s do another example:<\/p>\n<p><strong>2. How about the huge backyard?<\/strong><\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-yard.png\"><img decoding=\"async\" width=\"300\" height=\"198\" class=\"wp-image-12930 aligncenter\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-yard-300x198.png\" alt=\"features-and-benefits-yard\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-yard-300x198.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-and-benefits-yard.png 800w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>The value of your home should increase over time and a larger lot is a great selling point. But again, it\u2019s only a feature. To explain why it\u2019s important to a homebuyer, look at the benefits of owning a large lot:<\/p>\n<ul>\n<li>As land becomes more scarce, it becomes more valuable. Having a large backyard will only add to the future price tag of the home as the area is developed. If you want to sell in 10 years, that\u2019s a huge benefit!<\/li>\n<li>In the meantime, the giant open grassy space will be amazing for your dog, Fifi, to run, stretch, and play. She\u2019s going to sleep so much better than when she was cooped up in an apartment. Deeper benefit? She\u2019ll quit waking you up in the middle of the night! It\u2019s a win for both of you!<\/li>\n<li>Also, don\u2019t forget about all the friends you can fit into your backyard for parties and barbecues!<\/li>\n<\/ul>\n<p><strong>3. The house also has awesome hardwood floors<\/strong><\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-benefits-hardwood-floors.png\"><img decoding=\"async\" width=\"224\" height=\"300\" class=\"wp-image-12931 aligncenter\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-benefits-hardwood-floors-224x300.png\" alt=\"features benefits hardwood floors\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-benefits-hardwood-floors-224x300.png 224w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-benefits-hardwood-floors-767x1024.png 767w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/11\/features-benefits-hardwood-floors.png 800w\" sizes=\"(max-width: 224px) 100vw, 224px\" \/><\/a><\/p>\n<p>The little amount of carpet in the home is reason enough to purchase! The sellers redid the floor just last year\u2014it\u2019s a stunning choice. But we still have a feature without explaining the benefits, such as &#8230;<\/p>\n<ul>\n<li>Hardwood floors will eliminate many indoor allergy issues. Huge amounts of allergens are trapped in carpets. What\u2019s more important than your family\u2019s health?<\/li>\n<li>The floors will be easier to clean and require less maintenance. If you spill something all you have to do is wipe it up&#8230; saving you time, frustration, and the embarrassment of stained carpet.<\/li>\n<li>Hardwood floors can easily last a lifetime. Often for generations. Not needing to ever replace them is a huge monetary benefit&#8230; A deeper benefit? Not having the worry of replacing them!<\/li>\n<\/ul>\n<h2>Use Benefits For More Powerful Copy and Better Results<\/h2>\n<p>Now\u2026 Think about the different outcome Susie could have had from her presentation. In the second scenario, Susie not only listed the features of your potential new home, she illustrated how you would <strong>benefit<\/strong> from these specific features.<\/p>\n<ul>\n<li>You&#8217;ll save money\u2026<\/li>\n<li>You won\u2019t have to worry about the hassle of repairing or replacing pricey appliances\u2026<\/li>\n<li>Your dog, Fifi, will have the room to run and have fun\u2026<\/li>\n<li>You&#8217;ll suffer less from allergies\u2026<\/li>\n<\/ul>\n<p>If Susie had given you the second presentation of the home\u2014instead of \u201cthe list\u201d of features\u2014you would have walked into the house already picturing yourself enjoying the benefits of living there.<\/p>\n<p>The difference is that in scenario number two, Susie described the benefits attached to each feature. She took your desire to a whole new level by asking, &#8220;why?&#8221;<\/p>\n<p>It\u2019s not just a shiny new appliance; it\u2019s a shiny new appliance that&#8217;ll save you time, money, and headaches.<\/p>\n<h2>How to Describe Your Features as Benefits<\/h2>\n<p>To turn your features into compelling benefits, you must first determine the features of your product or service. If you&#8217;re not sure what those are, start by asking these questions:<\/p>\n<ul>\n<li>Does it take less time than your competitors to work?<\/li>\n<li>Is it easier to use?<\/li>\n<li>Is your product more cost effective than others?<\/li>\n<li>Are your results longer-lasting?<\/li>\n<\/ul>\n<p>And don\u2019t stop there! Keep listing all the features you can think of.<\/p>\n<p>Then, ask yourself why each of those features matter. Keep asking &#8220;why?&#8221; until you can&#8217;t ask it anymore and you&#8217;ll have your deepest benefits. You still get to highlight all the great things about your product or service, but the customer truly feels like purchasing it will improve their life.<\/p>\n<p>According to Clayton Makepeace in his book, <cite>Two Hours to More Profitable Sales Copy<\/cite>,<\/p>\n<blockquote><p>Prospects don\u2019t want features. They want you to change their lives for the better.<\/p><\/blockquote>\n<p>That\u2019s the ultimate goal: To make your customer feel like your product is the thing that will positively change their lives.<\/p>\n<p>Sure, you <em>can<\/em> close a sale here and there by listing the features of your product. But you&#8217;ll make more sales by explaining to your customer <em>why<\/em> you can help them. Whether that&#8217;s to save money, worry less, or improve their life!<\/p>\n<p>Just remember, people don\u2019t want to be sold. But they do want to be wealthier and happier. If you can express that your product will get them there, you\u2019ve got a customer eager to purchase.<\/p>\n<p>So what do you think? Have I left anything out? Comment below to get the conversation started!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You&#8217;ve likely heard about features and benefits, but do you know which one to use to get the best results\u2014and how to do it? Well,&#8230;<\/p>\n","protected":false},"author":99,"featured_media":12928,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[4],"tags":[],"class_list":["post-12925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-optimization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Use Features and Benefits to Gain Higher Conversions<\/title>\n<meta name=\"description\" content=\"A list of features doesn&#039;t create desire in a potential buyer. Read on to find out how focusing on the benefits will increase your sales conversions ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crazyegg.com\/blog\/features-and-benefits-for-conversion\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Features and Benefits to Gain Higher Conversions\" \/>\n<meta property=\"og:description\" content=\"A list of features doesn&#039;t create desire in a potential buyer. 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