Once a visitor lands on your website, why should they stay?
You only have about 10 seconds to get people’s attention before they get distracted, or simply decide to leave your site.
This means that first impressions matter more than ever.
Visitors need to immediately understand what it is you do, and how you can help them. This is your unique value proposition.
The value proposition should be focused on what your target audience values. Simply describing the features of your product won’t be enough to move your customers to take action. It should be specific, short and useful. It is the first thing that makes people decide to find out more about your product or click the back button.
A strong value proposition is the primary answer to the question: Why should I buy your product? It should show specific benefits of your service, help people solve their problems and explain why people should buy from you. Your value proposition is for real humans to understand, so put it in jargon-free language.
A poor or missing value proposition is one of the most common mistakes made by websites.
Here is the example of a poor value proposition:
When I first landed on this page it was hard to immediately figure out what the company did – so I left the site. The value proposition was missing.
On the flip side, look at a website with a strong value proposition.
In this example the value proposition is much clearer – I want to know more.
So that begs the question, what makes a good value proposition?
Elements of a strong value proposition
If you want to turn visitors into customers, the value proposition should be clear and compelling. Visitors do not want to read a ton of information to figure out what you are offering. You must draw their attention with one breathtaking and clear statement – followed by supporting elements.
A strong value proposition includes the following elements;
- Attention-grabbing headline – one clear and precise sentence that offers customers the benefits of your product or service
- Sub-headline that consists of 2-3 sentences explaining what you offer in more detail
- Eye-catching visuals that reinforce the message you are conveying to your audience
- A select few bullet points that highlight your core offering and set expectations with prospective clients
And it is…
- Clear and succinct in nature
- Unique and different from your competitor’s value proposition
- Easy to read, it catches a visitor’s attention in under 10 seconds
- Shows the real benefits and results people can get from buying your offering
So how do you convert web traffic into customers?
Lets look at four ideas you can use to increase the conversion rate of your value proposition from web traffic to :
#1. Split test your value proposition
It isn’t surprising that many online marketers prefer to rely on their own intuition when designing their value proposition. But this approach is embedded with assumptions.
Testing different approaches, rather than relying on your instincts, can help you find the best way to connect with your customers. It is central to the success of your value proposition over time. In your endeavor to increase conversions, consider using A/B testing and add relevant elements that can improve your value proposition.
A few months ago, I tested the value proposition of my tool SE ranking using an A/B split test. I created several variations of the value proposition to find out which variants would increase sales and leads. To do this I used a tool called ‘User Testing’ that helped me ask questions and get feedback from my target audience.
This testing process and the changes I made as a result improved my unique value proposition and increased sales by 13%.
#2. Use the language of your customers
Using jargon filled language and terminology is counterintuitive to a high-converting value proposition. To engage your customers, you should speak to them in language they understand.
Often the language you use to offer your services is different from the customer’s language. To understand how they think about your services, you could interview them, conduct surveys, gather customer feedback and use social media to discover how they talk about the problem you are solving.
As an example, this is what the web browser Opera looked like when I first came across it:
The “Made to discover” statement doesn’t tell you a lot. Potential clients couldn’t immediately understand the value of their product. Instead you should try and sound natural and simple.
Here is a more recent version of Opera’s value proposition:
It is much simpler and easier to understand. The benefit of the product for customers is clear and there is one specific call-to-action.
#3. Improve your value proposition with boosters
You probably have a few persuasive elements or ‘boosters’ for your value proposition that you haven’t thought of. Using these elements can work well to increase conversion rates. Some examples include;
- Testimonials and reviews from customers – or other types of social proof. This makes people believe your offer is trustworthy.
- Money-back guarantee. Instead of posting “Satisfaction Guaranteed” or “Money Back Guarantee”, try to make something creative and eye-catching like “Love it or give your money back within 30 days”. People like to feel some certainty about what they are about to purchase.
- Bonus offers – Things like free shipping, free delivery, next day delivery, no questions asked returns, no setup fee, free updates etc.
Think about what ‘boosters’ you have at your disposal and how they can positively affect the conversion rate of your value proposition.
Here are two examples of websites using boosters:
#4. Let people test your product
When you offer your product or service, give customers an easy way to test before they buy. This may be a free trial or demo version that can help people check out the best features and possibilities of your product.
For example, Zoho offers customers 14 days to test their software without any credit card free of charge. The option to use the software without any financial obligation, increases the chance a visitor will take up the offer.
It is important to focus your attention on nailing a strong value proposition. Once you have something that accurately depicts what you have to offer, then you can start to optimize it for higher conversions. A high-converting value proposition offers you a unique competitive advantage.
Creating a good value proposition is not enough by itself to make your business successful, but it is certainly a great place to start.
Author: Irina is a specialist marketer at SERanking.com
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