Do benefits over features actually convert better?
In this product page copy test, we chose a version (out of 5) that appeals DIRECTLY to the customer’s needs, bringing about a 15.2% increase in conversions and 5.7% higher ATC rate.
Here were the options:
0: Original (Leather that breathes, supported strides, lightweight designs, flexible sole, perfect match)
1: Supported strides, lightweight designs, flexible sole, perfect match, Leather that breathes
2: Lightweight designs, flexible sole, perfect match, Leather that breathes, Supported strides
3: Flexible sole, perfect match, leather that breathes, supported strides, lightweight designs
4: Perfect match, Leather that breathes, Supported strides, Lightweight designs, Flexible sole
Version 3 is the winner.
You may be thinking: but all could work, right?
Maybe, but not all of them will lead to more sales.
Why it Worked
The first piece of information we see often sets our expectations.
When buying a pair of fashion-forward shoes, this customer wants flexibility and lightweight support that also lets them move with ease on daily treks. Comfortability is key.
The original copy made the customer scroll through features to learn about how they actually FEEL.
Appeal to needs first. Use your anchors strategically.
What Most Brands Do Wrong
Most brands overlook the order of language and design. Make sure your copy speaks to your customer’s needs first, not just your product’s features.
Try it out:
Take a look at your PDP copy. How’s that order of info looking?
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