Key Features

The purpose of the key product features is to give the customer a quick snapshot of the product’s
USPs and features before they read the full description. For this reason, it should only be 3 – 5
bullet points and should never be more than one very short statement for each point.
There should be no capitalisation or special characters and punctuation should be kept to a
minimum.

What makes a great set of Key Product Features?

• Few words for each – Each bullet point should be no longer than a few words. It should not be
a full and comprehensive sentence or multiple sentences. For this reason, each feature has a
max limit of 50 characters,

• No capitalisation – If the bullet points are the right length, there should be no need to make
certain words/phrases stand out

• No punctuation or special characters – Where possible whilst remaining grammatically
correct, avoid the use of punctuation. The features should not include full stops or exclamation
marks. Commas can be used if they are needed to make the points grammatically correct.

• No specification information - Unless it is a USP (e.g. “constructed from galvanised steel”),
there should be no spec information included in the features. It should not contain
dimensions, weight, material, whether assembly is required, a full list of what’s included (if it’s
a large set), or any other info that the customer should and could look in the specification
section for.

• Cannot be a single word –Whilst the aim is to keep the features short, they cannot be a single
word as this is not descriptive enough and looks out of place on the page. For example, you
can’t just put “pretty”, but you could put “pretty blue bird pattern”.
• Variant Features not the same as Product Features – when providing the key product
features, ensure that any variant features are not the same as the overall product features as
variant features are shown underneath the product features when a selection is made and it
will create duplicated content on the page.

• Do not copy phrases from the description – Reword rather than copying phrases already in
the description. This ensures you’re not repeating yourself and also allows you to capture
more keywords on your product page.

• Use sentences to describe items – If one of the USPs is simply that it comes with a desired
accessory, then try to expand this into a clear sentence. For example, say “One water bomb
bag included” rather than “water bomb bag”.

• Items within a set should be a single feature – For example, “One large pot and two small pots
included”. This does not apply for large sets containing a long list of items – for this, you can
use the “includes” attribute in the specifications section and also include a comprehensive list
of what’s included in the product description.