It’s true that developing a good Value Proposition is essential for successful online marketing, but having a good Value Proposition alone will not do much for you. A business can spend all of its time and resources on developing a perfectly simple, instantly credible, ten-word Value Proposition, then fail simply because it doesn’t know what to do with it once the business has it. This leads me to my final question about Value Propositions:
What do you do with a Value Proposition?
You communicate it!
Not a difficult answer. If you have a really strong Value Proposition, the next step is simply to let your ideal customers know about it. But that isn’t where the difficulty lies. I think the difficulty lies in knowing exactly HOW to communicate a good Value Proposition.
At MarketingExperiments one of the strongest elements we look for when optimizing Web pages is the clarity of the Value Proposition expressed on a specific page
Here are two proven ways to optimize communication of a Value Proposition on a Web page. We’ve seen both of these greatly increase conversion.
First, through Congruence
Your Value Proposition must be communicated with Congruence. Basically this means that all of the elements on your page must in some way communicate the Value Proposition: the header, the navigation, the body text, footer, and even stuff like buttons, color schemes, and images. All of these page elements must communicate the Value Proposition. For every element on the page you must ask, “How is this expressing or supporting the Value Proposition of this page?” If you did this only to a Web page the results would be good, but we have one other method to make it even better.
Second, through Continuity
Your Value Proposition must be communicated not only through every element on a landing page, but also through every step of a conversion process. Your Google AdWords ad, Landing Page, checkout process, and even your thank-you page must all communicate the Value Proposition. Many businesses seem to assume that once you get a customer past a certain point you can stop “selling.” But in a world where it takes only one slight movement of a finger for a customer to be gone forever, this is a false assumption. We have seen the significant impact following this methodology can have for a Web site.
Here are some specific research examples of how to communicate your Value Proposition.
This blog finishes my series on Value Propositions. I hope explaining how important Congruence and Continuity are in communicating Value Proposition as well as my other posts on this topic will be helpful to our readers. The research experience really helped answer my own questions. Thanks for your attention and trust. Good luck!