So the purpose overall is to drive. The fly wheel affect if we discussed it. If we look at each component though, let's try and assess the purpose of each component. And this is where the text and the script makes my life a little bit easier. So if we think about partnering with one we're doing or performing with, we're giving them rich explanations of the product benefits. A feature is obviously something that the product has, but the features don't necessarily matter that much. Whereas the benefit tells us what impact a feature actually has. What was the outcome of having that feature? So the feature, for instance, of my Microsoft art mouse, is it snaps flat, right? That's great. That is a feature that it goes flat from that position. Okay. The benefits is that slides into my pocket. Pretty nice. Um, and the screen froze for a second. Okay. So that is the benefit. So it slides into my pocket on my back. So what we're looking to do is educate them on the features a little bit more by providing richer explanation. And A-plus allows us to reinforce those benefits a little bit further down the page. It also allows us kind of utilize the space we've got with the banner or the longer, bigger, um, bigger kind of section of the page to showcase the benefit perhaps in a different way. Um, and it makes it easier for our prospects to envisage that benefit more easily. If that is achieved, the conversion rate goes up.
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