3 Step to turn your “features list” into powerful value propositions and increase conversions

Many websites that cater to the micro, mini business market tend to have a “Features” tab on their website. This page is typically a product tour with some relevant screenshots of the web service. The primary goal of the feature page is to showcase the key capabilities of that application.

What happens if you only list features, is that parity seeking customers will eventually make it a price comparison, assuming “features are more or less the same”.
While listing features is useful, most business buyers however first look for a “value proposition“. 
Examples of value propositions:
1. Increasing revenues
2. Reducing costs
3. Increasing employee productivity
4. Provide a competitive edge
5. Reducing time to market
6. Getting paid faster
Here’s how to take a set of features and tie them to specific benefits and value propositions.
1. List all your features. E.g. Our app allows you to correlate facebook friend signups with advertising data
2. Understand how the user benefits from that feature. E.g. Hence you don’t need to have multiple graphs open at the same time and manually correlate
3. Tie it back to a specific value proposition. E.g. We save you time. Instead of taking hours to understand how 2 differing data points are correlated you can now do it in minutes.
E.g. For the customer:
We save you time, by allowing you to have multiple correlating data points in a single graph.
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Bonus points:
1. When you quantify the value proposition with a specific number, that’s a clear, specific and terrific ROI (Return on Investment) statement.
2. If you provide a customer testimonial along with the value proposition, you have verifiable proof that your “feature” is now proven.
E.g. For the customer:
Using our correlating graphs feature, a large financial services customer (providing real names is better) reduced their time to correlate advertising data with facebook friends by 120% resulting in savings of $40,000 in the year.
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