A value proposition is a promise of value to be delivered. In fact, if I could give you only one piece of conversion optimization advice, “test your value proposition” would be it. The less known your company is, the better your value proposition needs to be. Such meaningless “jargon propositions” are abundant. Use the right language for your value proposition. Your value proposition needs to be in the language of the customer. It should join the conversation that is already going on in the customer's mind. You must interview your customers to find it out or use a messaging research tool like Wynter. A positioning statement is a subset of a value proposition, but it is not the same thing. The value proposition is usually a block of text with a visual. You will find 247 ecommerce guidelines in this research-based report. A key role for the value proposition is to set you apart from the competition. Often, it is hard to spot anything unique about your offering. Of course, the unique part needs to be something customers care about. There is no point being unique for the sake of being unique. Even if what you sell is not unique, you can still come up with a great value proposition. The closing of a sale takes place in a customer's mind, not out in the marketplace among the competition.
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