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- #127: How to write product benefits & where to put them.
#127: How to write product benefits & where to put them.
Health brands especially: don’t miss this.
Kendrick Wilson & Allen Burt
October 30, 2024
No. 127: Hey all,
Truth bomb for your week:
Your customer is unapologetically interested in themselves.
They only care about your products when they make their lives easier, make them look better, or both.
And for health CPG brands, there’s the added benefit of making customers FEEL better.
Highlight what matters to them or risk losing their attention.
Here’s how to guarantee they won’t scroll past your product benefits.
In less than 1-minute, take away:
An insight to test: How to format product benefits & where to put them.
A news highlight: How AI and change management help ecommerce supply chains.
Useful tips: Your offer could be the problem. Here’s how to know.
New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.
🎯 WEEKLY INSIGHT
Add 3 product benefits high on the page with the “you” rule for a conversion boost.
For a health supplements brand, we moved 3 product benefits from below the buy box to above the product description.
This shift spiked conversions by 12% with a 7.3% increase in ARPU.
Don't hide product benefits. Customers need to know why they should buy. What’s in it for them?
Speak to practical and emotional outcomes in a way buyers can see for themselves.
Do this EARLY to guarantee views.
Then, get really specific: personalize these benefits by adding “you” and “yours” to each bullet.
It strengthens the message by focusing on the customer, not the product.
Here’s an example →
Absorbs with speed: This magnesium goes straight to the source: and fast. Designed to cross the blood-brain barrier, it delivers essential vitamins you need for optimal function.
Boosts cognitive health: Feeling forgetful? Elevate your brain magnesium levels crucial for improving memory and cognitive functions.
Improves sleep: Skip the alcohol. Your unwind time just got way healthier. Experience deeper, more restorative sleep and relax with ease (without stimulants).
Especially for supplements where the stakes are high and competition is stiff, try to hit on three specific benefits that save them time, money, and stress.
Put your benefits high on the page so they’re easy to see & scan before checkout.
⭐ Takeaway: Isolate 3 product benefits to the top and use the “you” rule to lock in an emotional connection.
Try it & test!
🕙 WHAT’S BREWING
Design product pages that convert. Watch and learn the exact framework we use.
📣 IN CASE YOU MISSED IT
Why every business decision should be an experiment.
Your offer could be the problem. Here’s how to know.
Shift attention away from price for a 10% conversion boost.
🗞️ NEWS HIGHLIGHT
How AI and change management help ecommerce supply chains.
👀 FROM LAST WEEK
#126: Drive urgency with scarcity. Here’s how.
💡 ALLEN’S QUICK TIP
👊 STOUT SUCCESS
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That's all for today.
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen