– Using, 6 different examples to understand it better.
Have you ever visited a huge festival fair? If yes, you may have noticed several counters and stalls, standing in straight-up lines all over the place. There is always a person, stationed at the door of most of the stalls, hired only to gather crowds around. He repeats the same sentences, and every often points at the logo or the label-boards of the stall. He is the one who pulls in the leads, and here, it’s a quick one-fold process. The people who flock in, if interested, quickly convert into customers, setting the sales into motion.
The internet, similarly, is an all-time fair and people love to stay on it. They enjoy, explore, and engage in the digital world. Now, endless businesses have their stalls and counters set up there, only in the form of websites. We know, a number of factors can lead the people to a particular website. But, no sooner they land on it, what is the first thing they get to lay their eyes upon?
Actually, it would be more appropriate to say, what do you think they should see (or, be shown), the very first time they come in contact with your website? They would obviously want to know, what products or services you have to offer. Moreover, the answer to their question, why should they stay at your website and proceed further, to continue reading and know more about you.
Is it possible for you to bring in the same salesperson from the fair stalls, who would pop out of nowhere, no sooner a potential customer or a mere visitor opens up your website. If it was a thing, those people would have been in great demand. (Un)fortunately, it’s not the case though.
Enough being funny. Let’s get serious.
So, who does the work here, on the website?
A value proposition (VP). Yeah, you have heard it right. In simple words, the value proposition is a pithy frame of two-three lines, with a compelling header along with a visual of some kind, that is present at the topmost of the home page of your website. It occurs at the various other landing pages of your website as well.
To you, it’s a value of promise you intend to deliver to the customers and the primary reasons why a prospect should buy from you and not from your competitors in the market.
Three significant points that a value proposition is comprised of:
1) Relevant, readable and reliable
- How do your products or services bring value to the customers? How are they finding applications in their daily life?
- The value proposition should be free of technical jargon. Personalize your VP. It should be regular and word-flowing so that it can be a part of their day-to-day conversations.
- The VP should sound credible. Don’t try to overexpress your abilities. Going with something as, “You can trust us”, or, “You need to believe us” can make the customers feel burdened, and it can backfire at your plans.
2) Specify the values
The exact services or products you offer. Don’t go on a roll and declare everything in your VP. But, give them a basic idea of what you exactly do.
3) Highlight what is unique about you
Tell your ideal customers what special you have to offer, or how are your products better than the others available in the market. Any quality that would convince the customers to invest their money in you.
What all things that don’t need to come in your value proposition:
- You are not using your VP to advertise your brand to the customers. You are simply trying to convey the values of your brand, and the utility of your products.
- Don’t come with slogans or catch-phrases in your VP. They will send an unclear message out to the customers.
- You don’t need to mention the journey of your company or agency, right in the VP.
- The use of bloating animations or fragmented graphics is a complete no. The customers get confused and end up bouncing off of your website and away.
The basic structure of a value proposition:
The VPS’ can be written in different formats. They are innovated n-times as and when required by the customers. However, you can still count on a basic set of steps to formulate your VP.
Figure out, what is the chief benefit at the end of your customers? Summarise the same in a block of four or five words; the maximum being in a line.
2) Sub-headline or, a paragraph of 2-3 sentences
An easy explanation referring to, what all you have in store to offer, and whose needs are you aiming to satisfy.
In short, how are your products useful for targeted customers?
3) Three bullet points
Line up the key features or benefits of your products. It has to be done briefly though.
4) Visual appeal
Images hook onto the eyes instantly and communicate the messages faster. Create your product image, the hero shot, or any solid image reinforcing your brand’s message.
Some nuts and bolts that will hold up your value proposition taut and functioning.
- First and foremost, your VP should be easily understood.
- It ought to reflect the advantages that the customers can obtain on purchasing your products.
- The VP should speak loud about why your services are a better option than the others competing in your niche.
- Avoid using extra wordings and superlatives (“best”).
- A customer should be able to read and understand your VP within a duration of five seconds.
In most of the cases, there’s a difference between the VP of your company and the products you offer. Take time and sort it out. While designing the value propositions, address them accordingly.
2) A good presentation
According to the research conducted in recent years,
- A visitor notices the VP more quickly when it has more text on it. (i.e. words taking up more real estate on the page)
- One is able to recall the services provided by the site more efficiently if a greater number of services are listed.
- One grasps the advantages of the website easily and is able to carry it forward to one’s family and friends, provided if more features and benefits are pointed out on the site. Also, the VP has to be kept at all the strategic places.
- The customers prefer to read the information in the form of bullets.
- The page design should be light, and not loaded with animations.
3) Conversion boosters for your VP
Sometimes, little tricks or a couple of extra words can make the deal for you.
If there is not much difference between the services that you and your competitors provide, then you can still get an upper edge by offering small value-ad-on. They wouldn’t cost you much. But, such boosters are going to make your products look attractive and lure in the leads.
Some of the boosters that you may add to your VP are:
- A discounted price (for a product);
- No long-term contract, cancel any time;
- Refund guaranteed;
- Free shipping;
- Fast shipping, or next-day shipping;
- No setup fee;
- Free setup/ installation;
- Free bonus with a purchase;
- License for multiple computers.
Make sure, that the booster is visible with the rest of the value proposition.
Now, we take a few examples of different websites, and carefully analyze the value propositions created by them.
- No headline, or subheadlines visible.
- An emotive paragraph present, but lacking the proper information about the services they provide. Use of catch-phrases, serving no purpose at all.
- Clarity in the VP is surely missing.
- The image used in the background provides little (no) help to the customer, to understand the VP.
- The brand logo, however, looks decent.
- Creative brand logo, grabbing the attention; the website looks credible.
- Headline is properly made, but it fails to convey the message.
- A well-made paragraph specifically talking about why the customers need to choose their services over the others.
But, it is missing out on the part – what services they exactly provide?
- Use of the conversion booster – “Claim your free domain.”
- Explaining their latest offer in sufficient details to attract the customers.
- Only one headline is present. Nevertheless, efficiently used. It sends out the message loud and clear.
- Use of the word, “Safe”, “Safer” etc. throughout the homepage, reinforces the idea upon the visitors that they provide safe services, and are highly concerned about the security of their customers.
- A small paragraph in the form of two lines, wisely framed and explaining the services they provide.
- Highlighting their unique feature, “all you need is their email address” to start sending payments.
- All the benefits of their services are clearly listed. Helping the visitor to retain more information from the website.
- A short brand statement, “Making your party a tasty affair” that fits well into everyone’s daily conversations.
- A proper headline, delivering a word of promise to the customers.
- A paragraph, wherein, they mention the services they are offering, where exactly they are based in, and how they are better than the others in the market.
- Use of solid images, to tease the taste buds of its visitors.
- The message goes out easily that they are innovative in their approach. Basically, they provide catering services, with special focus on the food.
- Clarity in the message, that they are trying to convey. A headline, which brilliantly states the main applications of their product.
- A sub-headline, emphasizing on why the people should use them. What is so different about them? The answer is, they are “powerful tools, easy to use.”
- Creative graphics used to list the features of the application.
- The running montage in the background, neatly inserted, and quite appealing.
- Easy links attached, right at the beginning, for downloading the application.
- Creatively designed logo, and even the brand statement is quite engaging.
- The headline again, rebuilding the emotion developed.
- The sub-headline calling at the target audience, “parents and service providers” to take action.
- Special focus on connecting to their audience on an emotional basis, is laid.
- Use of sliding images, to specifically describe the extent of their services, i.e. to what animals their services cater to.
All the above comments are given from an analytical perspective.