A value proposition is an assurance that something will be of value. It is the primary reason a prospective customer should make a purchase from you. It’s also the deciding factor in whether consumers will continue reading about your products or click the back button.
Your value proposition is the most important item to test on your site—getting it right will be a significant boost.
In fact, if I had to give you just one piece of conversion optimization advice, it would be to “test your value proposition.” The greater your value offer is, the less well-known your firm is. One of the most prevalent flaws I saw when reviewing a number of websites was a lack of or inadequate value proposition.
A value proposition, in a nutshell, is a straightforward statement that offers three things:
Relevancy. Describe how your product addresses or improves your consumers’ problems.
Qualified Value that can be measured. Provide particular advantages.
Differentiation. Explain why your ideal consumer should buy from you rather than the competitors.
Visitors should notice your value proposition initially on your homepage, but it should also be displayed at other key access points to the site.
What the value proposition consists of
A value proposition is often a block of text with a visual (a headline, sub-title, and one paragraph of text) (photo, hero image, graphics). There is no one-size-fits-all approach. I recommend that you begin with the following formula:
- Headline. In one line, what is the end-benefit you’re offering? It might include information about the product and/or the consumer. Make it a conversation starter.
- Sub-headline or a 2–3 sentence paragraph: A detailed description of what you do/offer, who it is for, and why it is valuable.
- 3 bullet points. Make a list of the most important advantages or characteristics.
- Visual. Images convey information far more quickly than words. Show an image of the product, a hero shot, or an image that reinforces your primary point.
Keys to a great value proposition
Which value proposition is the most compelling? Who is it intended for? What is the advantage? If you can affirmatively answer those questions, you are on the right track. Always prioritise clarity over all other considerations.
You’re doing something wrong if your value proposition makes consumers think “hmph?” You’re doing something wrong if customers have to read a lot of text to comprehend what you’re giving. Yes, having enough information is important for conversions, but you must first entice them with a clear, compelling value offer.
According to MarketingExperiments, the most difficult problem for businesses is establishing an effective value proposition and then expressing it properly.
How to create a unique, and powerful value proposition
The value proposition plays an important role in differentiating you from the competitors. Before making a decision, most individuals look at 4–5 various options/service providers. In this crucial research phase, you want your offering to stand out.
So, how can you differentiate your offer? It might be difficult to see anything special about your product or service. It necessitates in-depth self-reflection and debate.
If you can’t locate anything, you’ll have to make it yourself. Of course, the distinctive feature must be something that customers care about. It’s pointless to be one-of-a-kind only for the sake of being one-of-a-kind (e.g., “the ball bearings inside our bicycles are blue”).
How do I calculate my value proposition?
- Identify the problems that your customers are having.
- Determine the advantages of your product.
- Describe the features of your product that make it valuable.
- Make a link between this value and your customer’s suffering.
- Make Your Product Stand Out From The Rest.