Benefits vs Features: How to Write About Your App

So, you’ve created an all-singing, all-dancing app that you know is not only going to knock your competition out of the park but will also have a huge impact on overall sales and customer retention.

“What next?”, we hear you say. The truth is, what comes before and after your product launch in terms of marketing your app is at least as important as the quality of the app itself.

Whether for a website landing page, or PR communications relating to your app, our guide below takes you through how to focus on how your app will help people, rather than getting bogged down in writing solely about its features and capabilities.

Separating your personal thoughts

The process of ideating, developing and user testing your app will likely have involved a health mix of in-house desires and customer feedback when tweaking the end result.

When it comes to promoting how your app will truly improve the lives of clients and customers, much of your content needs to focus on how they will perceive it, rather than how you want your app to be received.

Getting straight to the point

If you focus solely on the intricacies of the app’s features, it’s likely people will turn off from the journey entirely and may not even download at all.

This is where you want to really grab people’s attention. With creative copy, imagery and video working in tandem, your goal should be to build a story around how your app will play a role in the lives of end users.

Landing page copy should concentrate on key benefits of each primary feature, with bullet points outlining how this will impact on someone’s day-to-day. Rather than talking about how great the app is, this is all about conveying why it is great.

Road testing your ideas

It can be useful to A/B test e-mail, social media or website copy beforehand, which will help you understand how well your content is resonating with your intended audience.

Take note of language which leads to greater click-through rate (CTR) or call-to-action (CTA) clicks, as this can be adapted and optimised until you’re happy with the end result.

Keep users informed through app updates

Communicating with customers about your app shouldn’t stop at a download.

From the app store to social media and push notification updates, you’ll want to let people know about any changes to the app, and reinforce that they are improvements, as opposed to radical changes that might turn people off.