Communicate value propositions to customers

1. Use your headline to clearly and credibly communicate your unique value proposition.

For example, a database company used a headline that wasn’t credible or unique enough. After extracting valuable information from the fine print and highlighting the fact that the company makes 26 million calls annually to check the correctness of its mailing list to create a new value proposition, they observed a 201% increase in lead capture.

2. Use clean copy throughout the page and include subheads, bullet points, and calls to action that work together to support the value proposition.

The page should contain a vertical flow. Calls to action should be more focused. Include specifics – what is the customer actually looking for?

3. Use quantitative evidence to make the value proposition shorter, easier to grasp, and more attractive to customers.

For example, avoid qualitative words and vague modifiers like best, leading, unique, finest, only, etc.

4. Use testimonials from your customers and third-party credibility indicators (such as awards, reviews, and seals).

Let your customers do the bragging with genuine testimonials.

5. Use graphics relevant to what the benefit is.

6. Review pages beyond the homepage (such as About Us, FAQ, Help, Careers) for hidden gems that deserve more prominence.

This helps to pinpoint qualities that differentiate your organization.

7. Test your value proposition to ensure it communicates the value and optimizes your conversion rates.

Micro-test using PPC ads to evaluate your language and refine it to maximum capability. Create 3-5 variations of PPC ads using elements of your value proposition. Measure the click-through rate of each ad. The ad with the highest click-through rate identifies the value proposition that’s most appealing to potential customers. Radical redesign testing can help you optimize pages for congruence and achieve initial results quickly, while pointing to specific areas for additional testing.

8. Evaluate your value propositions as part of a continuously evolving cycle to optimize them based on your business changes.

For example, new products and services, different offers, and shifts in customer needs.