subject: How Your Unique Value Proposition Can Unlock the Door to Conversion Rate Increases [print this page] How Your Unique Value Proposition Can Unlock the Door to Conversion Rate Increases
Is your conversion rate dragging? Are you struggling to come up with reasons why people just aren't buying like you thought they would? Maybe it's time to re-evaluate your unique value proposition. If, after reading that last sentence, your response was "My what proposition?" then you need to start operating in double time.
Your unique value proposition shows people what makes you better than all the other companies out there that are trying to sell them the same thing. If you don't have one, you're eons behind your competitors. If you do have one, but it leaves something to be desired, it's time to discover the importance of a unique value proposition and learn how it can increase your conversion rates.
Convince People to Buy From You
The most important function of your UVP is convincing shoppers that you are the best company to buy from. To accomplish this, it needs to focus on what makes you different. So you offer great customer serviceso what? So does everyone else. But maybe you'll waive installation fees on all appliances if the technician is latenow that's something that sets you apart. So figure out what your angle is and build your unique value proposition off of that. It should be concise, memorable, and should showcase the reason people should think of your first when they're ready to buy.
Propel Your Marketing Efforts
Once you've nailed down your UVP, you can build your marketing strategy around it. PPC ads, print campaigns, newsletters, logos, and letterhead can all communicate your UVP. When your marketing effort has a compelling message, people will remember you longer, ultimately resulting in conversion rate increases.
Decrease Your Bounce Rate
Weak value propositions tend to draw less targeted traffic, meaning that more people will reach your website without intending to. Once there, your lack of a compelling message will fail to give them a reason to stay, and they'll bounce. When you understand the importance of a unique value proposition, you can communicate that message directly through your headlines and PPC ads, meaning that more of your hits will be purposeful ones that stick around and ultimately convert.
The importance of a unique value proposition leads motivated companies to spend some time developing a strategy that clearly communicates the quality that sets them apart from competitors. When you've put some thought into your marketing strategy, it will work for you to capture and keep the attention of your target audience, leading to an increase in conversion rates.
