Does your website struggle to keep hold of your audience’s attention? Here we explore how you can keep customers on the hook and skyrocket conversions by defining your unique value proposition.
After months of planning and preparation, it’s time to launch your new product.
The product is ready to ship, you’ve set up your funnel and the marketing team’s managed to lay the foundation for huge amounts of traffic.
With the hard work complete, all that’s left is to sit back and watch your profits soar.
Yet things don’t go to plan. Prospects are leaving your site within the first ten seconds. They’re not engaging at all, you’ve not even enough data to run a re-marketing salvage campaign.
Your product launch has failed, and from the stats you see, it’s down to a failure to hook attention.
How to hook your prospect’s attention
Attention spans are short. Really short.
You’ve got less than ten seconds to hook the attention of your prospects and show them that your product is worth their time.
How are you able to hook attention in such a short time?
With an incredibly compelling unique selling proposition (USP).
USPs are as old as marketing itself. Most advice recommends utilising a USP that highlights your product’s unique qualities in an effort to hook attention. It’s good advice, but to really excite your prospects, you’ve got to find the unique quality that also offers the most value.
Prospects don’t care about uniqueness, they care about the value your product is going to provide. If you can identify the unique value your product provides you can turn an outdated USP into a far more valuable unique value proposition.
Here’s how you can create your valuable UVP:
It all starts with audience research
To create a UVP you first need to identify which product benefits your audience finds most valuable. The only way to do this is to dig deep into audience research.
To start with you want to look at the product specific benefits. Use surveys, mine reviews and track on site behaviour to identify key pain points, prospect wants and needs as well as how they interact with other products on your site.
Use this data to draw up a short list of the most desirable benefits and features. Those that top the list and perform well across all research methods will form the basis for creating a value-driven primary UVP.
Why refer to it as a primary UVP? Because good UVPs don’t rely on a single statement of value. Head to any large online retailer’s site and you’ll find that USPs often consist of a primary and sub heading. Below is an example from Nike UK.
Successful brands build on their UVP with a supplementary sentence that drives the main benefit home or adds an extra dimension to their copy.
Generally speaking, these supporting statements take one of three forms:
- The features that make the benefit possible
- A sentence that builds upon your primary UVP and adds clarity (as above)
- An anxiety reducing statement to reduce friction
The first two options are pretty self-explanatory. Your research will have turned up any other terms or benefits your audience deems valuable and you’ll have a better knowledge than anyone else about the features of your product.
Reducing anxiety isn’t so straightforward. You need to understand why people shop online to find out what elements of your product might be causing friction.
Invesp conducted a great online consumer study which identified the primary reasons we use online stores to buy products.
With a little reverse engineering we can determine that friction causing elements may include:
- Expensive process
- Inconvenient (long shipping times, poor service etc)
- No comparison options
- Expensive shipping
- Time-consuming / complicated
- Difficult to navigate site
- Limited range
Cross-reference your audience research with the above mentioned anxiety causes and you should be able to identify if there are any particular worries your audience has.
Your job then is to highlight the value in your primary UVP and allay any fears with your supplementary statement. As much as it’s blowing our own horn, the Yieldify UVP does this very well.
The UVP focuses on the primary value of increasing conversions. The supporting statement tackles the anxiety point of wasted time. The simpler the service is to use, the more time you save.
Devising a number of UVPs and supporting statements is the first step. What follows is rounding out your ideas and selecting the best by…
Finding what’s unique
If every company in your industry offered the same UVP they’d all become redundant. You need to find which of your UVP shortlist helps you to stand apart from the crowd.
To do this, you need to check out what your competition is doing.
Head to your primary competitor’s websites and look at all of their sales pages. Examine:
- The language they use
- The value they promise
Also, head to review sites to research the reviews and comments users leave about their products.
The aim here is threefold. First, you want to round out your own research data by pulling information from a wider segment. The second is to identify which of your UVP potentials aren’t usable because they’re too similar to what’s already out there.
The third is probably the most important. You want to find what’s missing. Look at all of the research data you’ve gathered and the UVPs that are currently being used.
Are there any issues or problems your audience has that aren’t being addressed in competitor UVPs? If you can find that overlap, you’ve found a unique UVP that speaks to the value your audience is looking for.
The final stage
Well, we say final stage but as with any other optimisation campaign, it never really ends.
Once you’ve got a couple of UVPs to try you’re going to need to test, test and then test a little more. You may well have zeroed in on the perfect UVP in theory, but how it performs in the real world is all that really matters.
Split test your variables and keep a close eye on their real-life performance. The data you’ll get from real life testing of your UVPs is far more valuable than anything else. Use the data to identify your top performing UVPs and adapt their content to the rest of your site.
Creating a solid USP/UVP is all about highlighting value. Standing out from the crowd with a unique tagline or smart slogan doesn’t constitute a good UVP. Find what’s missing, identify the unique value your product provides and use it to your benefit.