When newcomers visit your website, you only have a couple of seconds to make a good impression. Having a well-designed landing page goes a long way to making that good impression but your value proposition could make the difference between someone sticking around to explore the rest of your site or looking elsewhere. In this blog, we’re going to define what makes a good value proposition and share some examples to inspire yours.
What actually is a Value Proposition?
To put it simply, your value proposition is a statement which proposes your value to your customers, something which explains how your company can help your customers. Value propositions manage to succinctly convey who a company’s target audience is, what the company does and why they’re better than any of their competitors. Some companies do this by writing a small paragraph of just two or three sentences, some include headers and some even use bullet points.
A Value Proposition is not a slogan or tagline. When L’Oreal says “because you’re worth it”, they are not identifying their target audience or how their products could benefit their buyers. It is also not a positional statement such as claiming that your business is the number one in its field.
What makes a good Value Proposition?
• First and foremost, a value proposition needs to be clear. A reader should be able to read and understand it within five seconds. You should avoid technical language and jargon.
• Stipulate specific, measurable benefits that your customers will be able to enjoy from using your company. Leave them with no doubt that your business can help them with their problem.
• Use your value proposition to distinguish yourself against your competitors. Emphasise what sets you apart from the rest and if you have anything unique to offer customers.
• Avoid sensationalism. Of course, you want potential customers to be impressed but if you sell yourself too high you’ll just end up disappointing them.
• Test it out! Shortlist two or more possible Value Propositions that you’ve written and split test them to see which has more of a positive impact.
How companies do it in the real world…
Optimizely speaks directly to their audience and, by using the word “let’s”, makes the suggestion that they will work with their customers to help resolve their problems. Optimizely then quickly sums up the specific benefits of their service in one simple sentence.
Keeping it basic, Updatey defines three key points which they believe to be the most important aspects of their service. This value proposition is particularly effective because it epitomises their very first point – they are a simple company so why should they have a complicated value proposition.
Here is a value proposition that is actually no longer in use but we really like it. Plated is a service that delivers recipes and the relevant pre-measured ingredients to people so that they are introduced to new food ideas. Their value proposition hints at how their service works (delivery) and at how they want to encourage people to be more adventurous.
Cancer Research starts their value proposition by point out the problem that they are trying to solve before requesting the help of their supporters. Obviously, only charities can include requests in their value propositions, but for-profit businesses could still start theirs by establishing an issue that their service or product helps to solve.
Innocent Drinks have gone down a slightly more creative path in that their value proposition includes pictures! Innocent have identified what stands them apart from other drinks companies – their commitment to ethical production – and, sticking to the rule of three, have laid these USPs out like a mini infographic.
FreshBooks have kept their value proposition rather traditional. They succinctly establish what service they offer (an easy to use accounts software), why customers would want it (to make bookkeeping less of a chore), and who their target audience is (self-employed non-accountants).
For a unique take on the value proposition, search engine Duck Duck Go have decided to advertise what they don’t do. They have acknowledged what can frustrate people about other search engines and are promoting the fact that they are not like that, quickly setting them apart from their competitors.
Money managing website, Mint, are focussing on how their customers could be feeling if only they used the Mint programme. Their value proposition appeals to the emotions of prospective customers as it subtly refers to the stress and worry that can be felt before your budgets are sorted while highlighting how relieved you can feel afterwards.
Morrisons’ value proposition is a little longer than most but that fits in with their brand image, they’re not looking to be flash. They know that almost everybody does their weekly food shop at a large supermarket so they’re focusing on what makes them different. They believe that their customer experience is unique so that’s what they’re emphasising in their value proposition.
Looking to add more value to your company, check out our blog on Why You Should be Offering Design to Your Clients.