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Neil Patel, supplemented by an expansive infographic, speaks on how to convert visitors into customers by use of a great value proposition. His quick tips include:
  • Clearly explain the value of your product or service
  • Explain why people should buy from you and not your competition
  • Make sure your proposition is unique
  • Target specific buyer personas instead of writing general propositions
  • Do competitive research before you start creating one
  • A/B test your proposition
  • VB

    vincent barr

    over 4 years ago #

    1) The first place your value proposition should appear is your homepage. I've found user testing, specifically for comprehension (success and speed), to be extremely helpful in measuring how clear and compelling a company's value proposition is. It will quickly uncover any questions that you forgot to answer.

    2) Even as a strong advocate for testing everything, I disagree with the idea of a/b testing your way into a good value proposition. What is the success metric - checkouts, click-throughs, engagement? They all feel 'short-term' and short-sighted.

    Unless we're talking about a short-term or quick-hit online business, I feel a much more rigorous test would be needed and that fine-tuning a value proposition should not be analogous to testing subject lines in an email.

  • JT

    Jade Tambini

    over 4 years ago #

    Good breakdown. Easy to argue about where a value proposition should sit and how it should be tested. Ultimately its about buyer journey through a site and homepage is not always entry point so there is no one size fits all for how a site should serve it's content. I'm no UX expert so can't comment on a/b with much authority but am sure there are intelligent ways to test this and compare conversions and digital body language. Either way, great breakdown of what makes a good value proposition. Easy to be bogged down in how a site should be structured but for me a vp is about the brand and should be built with all that's unique about the business and later applied through the messaging and content on site and in other channels. Thanks for sharing.

  • PF

    Peter Fedorocko

    over 4 years ago #

    What works for me is monthly loop of problem statements -> value propositions -> mission.

    1. I keep the list of problems I am trying to solve and update it with ones I collect from existing / potential users. Every issue is formulated as follows: "I cannot do this, because this and this."

    2. I do 1:1 mapping of issue to value proposition. This is usually constructed as "I cannot do this but my solution will do this and this to solve it."

    3. In this step I try to consolidate all value propositions into single mission statement. I got inspired here by Google, which I think has tremendous one. This is always formulated as "To do this and this." My current startup has for example: "To help people find meaningful articles on the web and increase their reading efficacy."

    I found this monthly routine awesome exercise. It not only helps me polish my marketing message, but is great for idea pitching, interview preparation, blogging and thinking of new features and their priority.

    If you are more interested in this process and some of my finding, feel free to tweet @fedorocko or read http://blog.getconan.com/post/114046297021/how-to-define-and-when-to-revive-you-startups

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