Comment by Alex-Programs
2 days ago
I've been reading about landing pages for my project, and the standard formula is apparently to place that front-and-centre, with what your product actually does second. So often, though, it seems like they're so eager to tell you how brilliant the product is, they forget to tell you what it actually does.
And maybe that appeals to some people? I went with "Learn a language while you browse the web" for https://nuenki.app, and interestingly I have much more success from HN readers (technical people who may be interested in languages) than people from Reddit's language subreddits (interested in languages, generally not technical).
So I wonder if it's a difference in attitudes based on different groups. The hacker news crowd is asking "What have you built?", and intend to work out whether they think it's worth it once they know what you made, while reddit users go "How can this help me?".
Perhaps I should create a second landing page, a/b test it, and collect some stats.
Edit: I'm anecdotally noticing that the "Social proof!" (testimonials) I added yesterday seems to have hurt conversion if anything. I'm not convinced of the standard advice here... definitely worth getting some data on.
sure, features vs benefits
reminiscent of TV ads selling fantasies of complete happiness and ultimate dream lifestyle, all kinds of beautiful imagery and moving music... and the ad ends, and still no idea what the product is or how it's differentiated.
> sure, features vs benefits
Yeah, I don't understand why the standard advice is what it is. Are most adults that stupidly naive to not realize that benefits are just lies? No company is actually able to predict how and how much their product can benefit their customers. Only customers themselves can predict that, and to do it, they need to know the actual things the product does, i.e. the features, which also happen to be the only objective things the company can say.
And yes, in many cases, the buyer may not know enough to correctly evaluate the features - but such buyer should be aware that, in such situation, they're even less able to tell if the benefits listed are realistic, or just blatant lies. Buying by benefits is stupid - the smart thing is to find someone who understands the features and ask them for advice.