There are all sorts of tactics that businesses can use in order to convert website visitors into customers. A simple yet effective way to do this is to write a great value proposition that covers everyday visitors to become repeat buyers.
A value proposition basically tells visitors why they should buy from you and not a competitor. It also explains the benefits that your product offers and what problems it solves. When a visitor lands on your website, a value proposition should be one of the first things they see.
But writing a value proposition isn’t as simple as it may seem. There are certain things you’ll need to include to ensure the one you create produces measurable results and shares the right message.
Here are five things that you’ll want to include in a good value proposition.
A Good Value Proposition Covers:
When deciding whether or not to make a purchase, customers aren’t too worried about what your product offers. Instead, they’re more interested in the benefits that your product brings to the table. Consumers want to know what’s in it for them.
To create an effective value proposition, you need to highlight the various benefits that your product offers. Since your benefits are likely similar to the benefits that competing products offer, you’ll want to think outside of the box. Figure out what makes your product unique.
When coming up with product benefits, take a look at some of these great value proposition examples so that you can get an idea of what your statement should look like and the kind of benefits that other companies choose to showcase.
How Your Product Solves a Problem
Products that solve a problem or mitigate a challenge are exactly what consumers are looking to buy. Once you’ve identified the various benefits that your product offers, the next piece of information to include in your value proposition is how your product solves a challenge or problem.
Look at all of the benefits you’ve identified and match them up with a customer pain point. By honing in on the problems your product solves, it automatically becomes even more valuable and worth having.
At the end of the day, if your product saves a consumer time, keeps more money in their wallet, or makes their daily life a little more convenient, you want to let website visitors know that immediately.
Added Value In A Good Value Proposition
Often times it’s the little things that convince a viewer to become a customer. Think about what added value you can provide in order to encourage a consumer to make a purchase. Even the smallest value-adds can sway someone to buy from your business as opposed to buying from a competitor.
Look at what other businesses in your industry offer. Then see what added value you can offer to give yourself a leg up on competitors. Some common yet effective value-adds include:
- Next day delivery
- Free shipping
- Free trial
- Money-back guarantee
- Free installation
- Customizable features
By putting these added values front and center, visitors are more likely to go much further than your home page. Once a customer is convinced that your product is the best and solves their problem, they will make a purchase.
How Your Business is Different
A value proposition coves other businesses. There’s no business in the world that doesn’t have competition, but because there are businesses just like yours that sell a similar product, you need to explain how your company is different. What makes you stand out?
Identifying what makes your business different is a great way to connect with consumers and to explain to them why buying from your business is the best decision they’ll ever make. Pinpoint your differences and shine a spotlight on them!
Another way to make your business different and to engage with consumers is to find a way to make an emotional connection that will resonate.
A Call to Action
Last but not least, a good value proposition should include some sort of call to action. After a visitor reads your proposition and knows why your product is worth purchasing, the next thing to include in your value proposition is some sort of call to action.
Maybe you want consumers to learn more about your product, or you want to direct them to make a purchase. Whatever the call to action maybe it’s always helpful to guide consumers to where you want them to go.
Conclusion About What Value Proposition Covers
A well-written value proposition can have a measurable impact on the number of leads and conversions that your business has. Whether you’re a small start-up company or a booming brand, it’s never too late to create a value proposition.
Be sure to include these five details in your statement to ensure that you’re getting the most important detail across to prospective buyers.