It’s time to preach! In marketing terms that is.
When visitors land on your website, you’ve got a rapt audience in front of you. How do you keep their attention? How do you keep them from leaving the church that is your website?
This is where your value proposition comes into play. Those words are in bold for a reason: it is what you can provide for your audience, it is what you do and how you can help them. And you rarely get more than one chance to prove it to them!
So, how do you avoid the dreaded back click? You value proposition has to come across in a clear and compelling manner. It should tell them why they have to buy your product and what benefits they get from it.
Elements of a Strong Value Proposition
A strong value proposition is the best way to convert visitors into customers. You should be able to draw their attention in a single bold stroke. It has to be clutter free, easy to read and avoid confusion inducing jargon.
I’ve broken down some elements that your website should have:
Headline: This needs to be strong and thought-provoking. It explains who you are and what you do in a single sentence.
Sub Headline: These are simple sentences that detail what you offer.
Visuals: Eye catching visuals will reinforce the message you’re trying to send.
Bullet Points: These will highlight what you offer in a clear and succinct manner.
Once you’ve understood and created what your unique value proposition is, then it’s time to increase the conversion rate.
Converting Traffic Into Customers
Over the years, I’ve come up with the following strategies to increase the conversion rate.
Speak the Language
As marketers and business people we can get caught up in our own jargon and terminology. However, using this language to speak to potential customers is counter-productive. Convey the benefits of your value proposition in a simple and easy to understand manner.
We all like to think that we’re right when it comes to our business. But following your instincts can lead you down the rabbit hole of conversion rates. There’s no reason for it when you can split test different approaches. It’s the only way to find out the best way to connect with your customers. So, don’t leave things to chance and include A/B testing to improve your value proposition.
Boost Your Proposition
There are several tools that can help to boost your proposition. For example, include testimonials and reviews from customers to provide social proof. Include a money back guarantee to give new customers a sense of protection. Also, entice new customers with bonus offers like free shipping and returns, updates, etc. Using these boosters can have a positive impact on your conversion rates.
Offer new customers a free trial or demo version. It increases the chance that they will try out your product or service, gift wrapping you with a captive audience in the meantime.
A high value proposition is one of the most powerful weapons you can have in your arsenal. Use it in conjunction with the strategies I provided to increase the conversion rate of your customers.
If you have any questions or comments, I’d love to hear from you.