Feature Page Design (366)

What the strongest feature pages do differently

Sorting these 366 feature pages by how they score against the conversion rubric, then comparing the strongest 73 with the weakest 73, is the fastest way to see what actually separates them.

Strongest 73Weakest 73Share of feature pages in each band, 0 to 100%

Proof

1. Testimonials with a real name attached, see the feature pages that have it
   21%78%
   +57
2. Customer testimonials, see the feature pages that have it
   25%70%
   +45
3. A customer logo wall, see the feature pages that have it
   18%55%
   +37
4. Case study numbers, see the feature pages that have it
   13%38%
   +25

Navigation

1. A link on every feature, see the feature pages that have it
   36%87%
   +51
2. A visible pricing link, see the feature pages that have it
   64%95%
   +31

Explaining the product

1. An FAQ section, see the feature pages that have it
   23%62%
   +39
2. A how it works section, see the feature pages that have it
   77%98%
   +21

Other

1. A screenshot of the real product, see the feature pages that have it
   63%96%
   +33
2. A problem statement, see the feature pages that have it
   60%90%
   +30
3. Integrations named on the page, see the feature pages that have it
   67%92%
   +25
4. A list of use cases, see the feature pages that have it
   50%70%
   +20
5. A headline that leads with the outcome, see the feature pages that have it
   48%68%
   +20
6. Links to related features, see the feature pages that have it
   81%96%
   +15

Content

1. Features grouped by category, see the feature pages that have it
   36%65%
   +29
2. A positioning statement, see the feature pages that have it
   84%100%
   +16

How to structure a feature page, by the numbers

This gallery holds two related page types: the overview that lists everything the product does, and the single page that explains one capability. The questions below are answered from the 366 here, and where the strongest 73 and the weakest 73 disagree, that gap is the answer.

What should the headline say?

• On the single feature pages, 75% name the feature itself in the headline
• 63% open with what the visitor gets
• 77% name the problem before explaining anything, and this one splits hard: 90% against 60%

How much does the page explain?

• A how it works block on 93% of the single pages
• Named use cases on 66%, so a visitor can find their own situation
• What the feature connects to, on 78%
• An FAQ on 47%

What proof belongs on the page?

Proof is where the two bands separate most, and a name on the quote is the single widest gap in the set.

• Testimonials on 47% of these pages, and on the single feature pages 48% attach a real name
• Customer logos on 40%
• A screenshot of the real product on 85% of the single pages. On the overview pages, 67% put screenshots on the entries themselves instead of icons alone
• Case study numbers on 24% of the single pages

How does the overview page route people onward?

• 63% of the overview pages group the features by job or workflow
• 50% give every entry its own link, and this is the widest gap on the overview pages: 87% against 36%
• 95% say what the whole product is, so the list of parts adds up to something
• On the single pages, 92% link back to the neighbouring features, and across the whole set 82% keep a pricing link in sight

What does the page ask for, and how often?

• One ask, repeated 3 times down the page
• 69% bring it back three times or more
• 73% close on a CTA band before the footer

The moves almost nobody makes

Each of these sits at the bottom of the list here, with the strongest feature page that makes the move.

A search box on the features overview

7% of the overview pages let a visitor search or filter the list. Most of the catalogues here are long enough to earn one.

Saying what the feature cannot do

19% state a limit or a requirement: the plan it needs, the setup it takes, the platforms it supports.

Numbered steps

22% turn the explanation into an explicitly numbered sequence, which is the stricter form of a how it works block.