[10 Minute Tune-Up]
The Value Proposition and its Role in Converting More Visitors to Customers

In this episode host Scott Reid discusses how to craft a compelling value proposition for your homepage, crucial for converting visitors into customers. Highlighting the significance of first impressions, audience engagement, and market differentiation, we emphasize a concise, compelling value proposition that reflects your brand’s unique offerings. The discussion includes examples from successful websites, showcasing effective visual and content strategies to resonate with your audience and stand out in a competitive landscape. This concise guide offers actionable insights for Ecommerce professionals to enhance their website’s appeal and engage more effectively with their audience, leveraging the power of a well-articulated value proposition. A video component accompanies this episode, and it’s available for viewing on YouTube by clicking here.

EPISODE SNAPSHOT

  • [1:49] Crafting a compelling value proposition for a website.
  • [3:36] Website design and user experience with examples.
  • [4:37] Effective use of value proposition on homepage.
  • [5:44] Website design and copywriting improvements.

ACCOMPANYING VIDEO

EPISODE DESCRIPTION

Welcome to another insightful episode of the Ecommerce Optimizers Show, hosted by Scott Reid. In today’s 10 minute Tune-Up, we unravel the secrets behind creating a compelling value proposition on your homepage, a key factor in converting website visitors into loyal customers.

A video component accompanies this episode, and it’s available for viewing on YouTube by clicking here. Our focus? The vital role of your value proposition in first impressions, audience engagement, and competitive differentiation.

We examine how a clear and compelling value proposition sets the tone for user experience. It’s the first content your visitors see, and it needs to be concise, compelling, and reflective of what your brand uniquely offers. We then explore how a well-crafted value proposition directly speaks to your target audience, addressing their needs and aligning with their expectations. Finally, we discuss how it differentiates your brand in a competitive market, emphasizing aspects like quality, price, customer service, or unique features.

Visual elements are crucial, and we stress the importance of imagery that resonates with your target audience. We critique examples from various websites, including Chico Bag, Maine Crisp, American Hat Makers, and Jordan Taylor, analyzing their approach to positioning the value proposition, particularly above the fold on both mobile and desktop versions.

This episode is a treasure trove of insights for Ecommerce professionals aiming to enhance their online customer journey. Don’t miss out on these actionable strategies to elevate your website and engage more effectively with your audience!

SPONSOR

This episode is sponsored by our very own Ecommerce Optimization HUB – your essential tool for enhancing traffic quality, reducing traffic costs, and refining the online customer journey. With The HUB, complex marketing data becomes easy to understand, helping you to clearly identify what’s working and what’s not throughout your traffic and website. 

The best part is that subscribers of The HUB also get access to on-demand support, feedback & coaching from Chief Optimizer (and show host) Scott Reid. You can take a test drive with our full access, 30-day free trial – no credit card is required. Get all the details by clicking here

EPISODE TRANSCRIPT

00:00
Welcome to the Ecommerce Optimizers Show. I’m your host, Scott Reid, we always like to start out every show with a quick definition of e commerce optimization since it means different things to different people. So here’s what it means to me. As a specialist in this field, I view optimization as a continuous and evolving process with three core objectives, one, enhancing traffic quality to reducing traffic costs, and three refining the online customer journey. Now, these aren’t just goals, they’re the pillars for scaling your business effectively. Why does this matter? It’s because when you blend these objectives together, you convert more visitors into customers grow revenue, cut costs, and boost your bottom line, it’s all about getting more for less, more conversions, more revenue at a lower cost. So in each 10 minute tune up because this is a 10 Minute tune up episode, we focus on one of the three core pillars, and today we’re focusing on the pillar known as refining the online customer journey. All right, so refining the online customer journey is defined specifically as continuously improving every aspect of the website visitors experience from beginning to end. Now specifically, today, we’re going to focus on your value proposition on the homepage, and its role in converting more visitors to customers. So let’s get started. This episode does have a video component to it. If you’d like to watch the video, you can always access it on our website at ecommerce optimizers.com. Now, there are three primary reasons why your value proposition is a critical component to your customer journey. Now, clearly there are more, we’re just going to focus on three because we have 10 minutes to to review everything. So the first one is first impression and clarity. So the value prop, which I’m just going to refer to it, as in the interest of brevity is often the first piece of content that visitors see on your website. This has to be clear, concise, and compelling. And really has to effectively communicate what your brand offers. And why it’s unique, because this sets the tone for the user experience. And it can significantly impact the visitors decision to explore further or leave the site. So we want to obviously promote people to dive further into the site to engage more and that first impression and clarity is key as delivered through the value prop. Now the second reason is target audience engagement. A well crafted value prop speaks directly to your target audience. And it addresses their needs wants or problems. It aligns with their expectations and desires, making them feel understood and catered to. And this increases engagement and interest. A good way to think about this is crafting your value prop in a way to show how your product or service will improve the life of the website visitor and three competitive differentiation. In a competitive market. Your value prop helps to differentiate your brand from others, it should highlight what makes your product or service unique and why it’s a better choice as compared to competitors. Now this can definitely include aspects like quality price, customer service, or unique features. Now keep in mind that visuals should be used to strengthen the value prop where applicable. And these visuals should match the target audience. If you are using human examples, they should match your target audience, your typical buyer. All right. And I know that that sounds obvious, but far too often we do see gaps in that area. And the last thing I want to say before we get into the examples is positioning. So ideally above the fold, mobile and desktop, three main reasons. First one is immediate engagement, visitors see it as soon as the page loads, so they instantly understand what the brand offers. Second is first impression because it sets the tone for the user experience. What we’re doing here is we’re highlighting those key benefits or unique selling points and you’re making that first impression with those key items. The third is clarity and focus because it ensures that the main message is not missed or overlooked by users who may not scroll through the entire page. And I’m going to share some examples that I found for today’s episode. All right, so the first example is Chico bag and that’s at Chico bag.com. That’s on the screen that has been on the screen since we started the episode. This is in my opinion out of the four that we’re going to review. This is the best example and it’s actually a really good example of the effective use of a value proposition on the homepage. Their value prop is focused on sustainability and reducing single use plastic consumption. Okay, so the site highlights its mission showcases reusable bags and utensils as alternatives to disposable items. The messages reinforced with statements about the impact of their products and reducing waste commitment to high social and environmental standards. So the homepage and especially above the fold, which is what we’re looking at, because this is all above the fold, the homepage design integrates these elements. And it’s really aims to engage environmentally conscious consumers by reflecting the brand’s core values of sustainability and responsibility. And you’ll notice down here, in the lower left, we’ve got the 1%. For the planet logo, a climate neutral, certified, certified B Corp, it’s just really well done. And the imagery is cross cultural, young and old and older, maybe not all but older. Right out of the gate, I know what’s going on and I get a good feeling about it, it makes me want to dive deeper into the site. Now the imagery is great on the mobile version. But I don’t get what it’s all about. Okay, so I’m missing the copy. That’s really, really important to my decision to dive deeper into the site. So if I scroll down here, I do have to scroll I get to that. But it’s below the fold. Okay. And I have to scroll down a fair amount to get that. So what I would do on this, it’s a pretty quick fix, I would remove or not removed, but push down some of that imagery, maybe use the top row and then drop some copy, that would add some more meat on the bone, if you will. Our next example is a company by the name of Maine crisp, and they remain crisp.com. So the value prop is on the homepage, but I have to work for it. Okay, it’s buried, and I’m going to show you what I mean by that. So basically, this is above the fold on the desktop version. And we’ve got it says countless health benefits. So I want to know what those health benefits are. If I’m on this site, it’s better with buckwheat, what are the health benefits, so I scroll down here, I see gluten free and grain free, alright. But we I want more I see any they taste great. Now I get it almost at the bottom of the page, gluten free grain free, low glycemic, anti inflammatory, rich and fiber. So then we have an image right here, this should be much, much, much higher on the page, it should be above the fold. The other thing on this on this homepage is I think this would be a great thing to test would be to use some human imagery of different ages enjoying this product. But in the interest of time, I’m not going to go through the mobile version, it’s very similar to the desktop version for main Cresp. Our next example is a company by the name of American hat makers, there are two more American hat makers.com. The desktop and mobile versions are basically the same. So I’m just going to focus on the desktop version. You’ll notice right here, there’s nothing above the fold in terms of a value prop. Okay, I scroll down. And I do get to a value proposition here for different items. I’ll be honest, I missed this. It took me a couple couple sessions on this site. Before I saw the value propositions listed. These are very good, they’re strong, they should be above the fold, though. And they should also be in a different font, and a different color. And the icon should be should be bigger to emphasize them. Now right here they completely blend in. And that’s why I missed them. One thing to note is that these 15 16,005 star reviews, I found myself wanting to read those reviews, because that was such a strong value proposition. But when I went to click it, it was was not enabled. As you scroll down on the site. It’s interesting because we keep going and going and going and then we get to a value prop. But again, this is buried. So this would be really great to see up top, we have the owners different generations, we’ve got a video push all this up to the top or towards the top, and it’s going to be a lot more effective. Our fourth and final example is a company by the name of Jordan Taylor. They’re at Jordan taylor.com. So this is a women’s clothing and fashion company. I gotta say the imagery is absolutely fantastic. It’s really, really well done. images seem to match the the overall collections and it really does a good job with the imagery in terms of providing that human element. However, in terms of copywriting, above the fold, specific to a value proposition there is none. So that is something that this brand could definitely use. I will say that there was one thing down here at the bottom, made in the USA. That’s something to put higher up on the page, especially since many clothing products are manufactured overseas. That’s the episode for today. We got it done in under under 10 minutes. Please hit subscribe if you haven’t already and we will see you on the next episode.