Product Features: Who Cares and About What?

Identifying what your consumers care about most is key to creating the most powerful product marketing possible, not to mention the most powerful products! Guessing at what will drive purchase decisions is a sure-fire way to miss out on opportunities.

Wireless charging. A waterproof liner. Lightweight aluminum frame. Et cetera, et cetera. Products are typically marketed online with a whole list of product features, ranging from technical aspects to the actual benefits found from using the product. Often, what consumers truly care about is either buried beneath a list of other irrelevant features or it’s simply never mentioned because marketers don’t always understand exactly what drives consumers to make a purchase.

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Most products have a set of obvious features found in every product within a product category, or can be seen by looking at the product photography. However, the unique aspects of a product are what really set it apart from the competition, whether it’s the functionality, materials, warranty, or visual aesthetic. So why does this matter when it comes to creating product descriptions?

It’s obvious that in today’s society consumers are very easily distracted, and getting your point across online must be done quickly. Marketers are tasked with the challenge of providing the most important selling points in a way that’s clear, memorable, and most importantly, convincing.

The tough part is setting aside preconceived notions of what consumers care about, and really learning and listening to what they want, and using that information when creating product descriptions. This can be done in a variety of ways, through surveys, focus groups, interviews, industry research, or a host of other typical market research methods. However, with advances in AI and automation, this process can be faster, less expensive, and more accurate through the use of consumer-generated content analysis. People actively talk about what they like, dislike, need, want, and expect in products, through product reviews, social media, forums, blogs, and other digital sources. When marketers use these consumer insights, they can better understand what exactly they should include in product descriptions - the most important aspects of a product that will convince a consumer of its value.

[Wondering how to analyze consumer-generated content? Click for more on the topic!]

Since consumers are so easily distracted online and have the ability to move between product pages so quickly, it is imperative to have all of the information on a product page optimized. This includes high-quality product photography, an easy-to-navigate page layout, and consumer-relevant product descriptions that will convey why this product is right for them, before they close the window and move onto the next option.

By doing the background research, marketers have the ability to sort out what should and should not be included in a product description. Excluding irrelevant information will allow the most convincing points to shine through, convincing potential consumers of the value they'll enjoy with your product.

Contact us to learn more about how we approach product features and using user-generated content to learn about what makes consumers tick in your industry.