The Importance of Value Proposition

The Importance of Value Proposition

Lemuel Galpo
Written by Lemuel Galpo
February 18, 2015

Conveying value to customers has often been a problem for most websites. This review will show you how to eliminate the clutter in your webpage and how to build a simple, yet compelling, value proposition to help increase your conversion. Unlike most online marketing techniques, value propositioning can be used along with other elements of your campaign, such as landing page optimization and CRO.

In a recent webinar, A/B testing software” href=””>Convert and Creative Thirst‘s Bobby Hewitt reviewed a number of things many websites do that are wrong and that would end up hurting their conversion optimization efforts. The website that will be under review during the Ultimate Conversion Webpage Review Webinar deals in Stationary. Buy some stationary to save rhinos through the Rhino Foundation – at least that’s how it should have come out. But it didn’t.

The Importance of Value Proposition

Sending Out a Clear Message

One of the problems identified with this website was that the message is not relayed clearly. For starters, the site doesn’t tell you how the stationary can save the rhinos: Is it the stationary that is donated back to the rhino foundation? If so, none of that is clearly stated as such. Instead, the rotating banner at the top of the page is mostly marketing stuff. All it does is give background info on how the business started, and none about why the particular stationary saves rhinos.

For instance, on the first page there is a rotating image with the first line being ‘Worldwide Delivery’. This is not a bad thing, but so many elements have been included in it thus undervaluing the message. The first thing that would probably be tested here is removing that worldwide delivery out and moving it up just underneath the logo. It doesn’t need to be a homepage banner, but could better be used in the product page.

[Tweet “Removing unnecessary details from your page can increase conversion by approximately 60%”]

When you go to the product page, you would expect to find the worldwide delivery message, only that you don‘t. Instead, what you see is a lot of rotating banner images that really don’t tell the visitor anything. For example, there is a Back to School category that deals in back to school stationary. What it doesn’t say is the value you are going to get once you click on it. This comes out as just beauty shots with bare minimum copy in them. This is the next thing you should think of testing: slowing down the rotator (and perhaps stripping it down to check if this actually optimizes conversion), and also test increasing the copy. Summarizing it, to show the value of your product to your customers and see if it increases conversion, you can test by:

  • Slowing down your rotating images
  • Removing unnecessary images
  • Increasing the copy

Providing Proper Information

There are also a lot of products included on the page but this is not the issue. What the page doesn’t say is what exactly these are: are they the bestsellers, may be bestsellers on the site?; are they on sale? or something along those lines. When you get to the products themselves, there is a very bad call to action as well. It says ‘Click here for Info’. The visitor isn’t sure what they’re going to get, so assuming they click, then what? What happens in this particular case is that you’re redirected to a totally different site! You will be able to see that in the webinar. One would expect to find something like a category page, but instead, the next site has all these sorts of books: cash book, power book, cracker book and so on. When you click on each of these, you would expect to see all books related to the subject, but you don’t.

The marketing itself is poor. That’s another thing that’s missing from this site. Everything is centered around buyer products, it doesn’t tell the visitor about what’s in it for them. So, why should they care about the rhinos? Including a value proposition helps. As we’ve mentioned many times before, value proposition is of utmost importance; it greatly optimizes conversion. There are may ways on how to provide proper information to your customers. And Michael Skok’s article reflects the way we feel about the importance of value proposition. According to his article,

As you set out to create YOUR compelling value proposition, consider the following four steps: Define, Evaluate, Measure and Build

You can read further details about the steps that you need to take, in his article – 4 Steps to Building A Compelling Value Proposition. Value Proposition is important in that it shows your visitors what to pay attention to, or what is valuable on each of your pages. For more about the webpage review webinar, you can watch the complete presentation here.

Originally published February 18, 2015 - Updated April 15, 2019
Lemuel Galpo
As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of's growth team and coordinates all writers, editors and illustrators.
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