How to create a well-crafted Value Proposition that will boost your site conversions.
When we marketers talk about the holy Conversion Rate Optimization, we forget the power of the magic word: VALUE PROPOSITION. Teams spend hours brainstorming about how to optimize landing pages and websites disregarding the fact that if you don't have a well-crafted value proposition, customers won't buy your product. Before starting to go crazy with new and complex ideas to test, ask yourself: did we have a great value proposition? Let's start with the definition: the value proposition is the content that describes to the customers the worth of the product we are selling. It is the promise of what a customer will benefit with the purchase. There is nothing more important than improving and optimizing your value proposition.
Now that we clarified what a value proposition is about, let's go through the 6 components of it:
1. What is the product about?
Describe in a clear way what is your product.
2. What does the product do?
Often mixed up with the first point. "What does the product do" anticipates the benefits for the customers.
3. How does the product compare?
This part is especially important when you sell something completely new. It is essential to explain how the product compares with similar products in the same market and/or with product consumers already know very well. (e.g. if you are selling a pc, you might want to compare its speed with a Ferrari)
4. What does the product look like?
Pictures. Pictures. Pictures. Someone said a picture is worthy 1.000 words. This someone was very right. Choose pictures that show your product in a context. Avoid generic images!
5. How to use the product?
Make your users picturing themselves using the product.
6. Which are the benefits for the customers?
That's the ultimate question you need to answer: what is the benefit for your consures? Ask yourself why a customer should select your product over competition and give to the users all the reasons why they have to choose you.
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