Searchspring: Leveraging Personalization to Boost Conversions...
By Brennan Heyde
Hone your value prop to give customers an irresistible reason to shop at your store.
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In a competitive market, your ecommerce value proposition is the defining concept which sets your brand apart. Setting a standard for the value of your products and then using your total online shopping experience to communicate it to your customers is the centerpiece of a great ecommerce sales strategy. But how do you know if the central value you have identified will resonate? In this blog, we’ll explore the key ways to create and battle-test your value prop, in order to give shoppers strong, clear reasons to shop with your brand.
Your ecommerce value proposition is the promise you make to customers about the value your brand will deliver, differentiating it from competitors. Put simply, it answers the fundamental customer question: "Why should I buy from you?" Having a strong, well-articulated value proposition is fundamental for attracting and retaining customers, as it gives them clear reasons to choose your products over others. It can come in many forms, including copy and imagery.
Here are the main elements of a strong value proposition:
A great value prop does not occur in a vacuum—the needs and preferences of your customers, which you solve for with your products, form the basis of your offer. So as the customer audience evolves over time, your central value prop also needs to change. Check in regularly with these three master techniques to analyze your audience, and then let the way you describe your products and business reflect what you learn.
Successful ecommerce positioning is not just about products—the changing needs of your customer audience are just as important as product attributes when articulating your value prop.
Once you have a strong understanding of your audience and have crafted your initial value proposition, it’s essential to edit and refine your message by testing different variations. This might include A/B testing marketing materials with different segments of your audience. Personalizing the ecommerce experience is always an effective way to provide a more relevant and effective shopping experience for your customers, and this includes the overall value prop and how it is presented. Liberally test which types of messaging connect with different customer groups.
The way you present your value proposition is just as crucial as the message itself. Some brands craft a detailed written statement extolling the virtues of their offerings, while other sum up the value prop into a very concise slogan. Value can be communicated with product and lifestyle images as well as with graphic design. Video is another great way to communicate value, in the form of testimonials, commercials, and simply seeing the product in action. Ultimately, the entire ecommerce website can be viewed as “making the case” for the brand and its products. All of the features, content, and efficiency methods you have in place should all represent and express the value of what you sell.
Experiment with different visual elements, copywriting techniques, and placements on your website to see what combination drives the best results.
Analyzing the value prop messaging of your competitors is important for gaining insight into the other offers your customers might be considering. Simply visit competitors’ websites and see if you can determine what their core value prop is. Then, visit your own site and compare how effective your messaging is for a new site visitor. Can you identify a clear value difference between your brand and competitors? If you can’t quite put it into words, then neither can your customers. Find “gaps” in what competitors are offering, and look for ways to describe your own products that address the missing pieces.
By empathizing with your audience, testing and iterating, analyzing key metrics, and regularly refining your approach, you can dial in your ecommerce value proposition into a powerful argument for conversion. This is an ongoing process which depends on your customers as much as on your products. Make sure that the value you offer and communicate lines up with the experience your customers are having at your website and in the greater market. By doing so, you position your brand as a value and solution-focused partner and set the stage for increased sales.
Katy Ellquist, Miva’s Digital Marketing Strategist, is an accomplished writer, marketer, and social media analyst who has created sophisticated content campaigns for a broad range of professional clients. She brings to Miva a complex understanding of ecommerce trends and techniques, building upon extensive digital agency experience and a prior role as direct liaison to Miva’s top accounts. Katy is a regular contributor to the Miva blog, covering essential ecommerce topics like design & development strategy, site optimization, and omnichannel selling, with the goal of increasing the actionable knowledgebase of the entire Miva community.
Tom is a Content Marketing Specialist at Miva.