The Link between your Value Proposition and your Website Conversion Rate

The most important message a home page must deliver (after explaining what the visitor can do, buy or get on your site) is The Reason for doing business with you instead of your competitors (this is called your Unique Value Proposition).  Notice I didn’t say The Reasons for doing business with you.

Too many websites, in trying to be all things to all people, have so many reasons for doing business with them, that none of the reasons seem to have any importance.  So…in 5 words or less, what are you offering that your competitors are not:

1. Cheap prices
2. Unique products
3. Customized services

Do Your Images tell the Same Story as your Copy?

Your unique value proposition needs to be reflected, not only in the words on the home page, but also in the design and the images on the home page.  Everything needs to work together and clearly tell your story.    If the words say one thing, but the images tell another story, then you can bet that the visitor is thinking, “OK, what’s the real message here… is it what I’m seeing or is it what I’m reading”.

Here’s an Example:

A furniture site was using valuable home page real estate broadcasting low prices, while the product images were suitable for a high end Beverly Hills interior design store.  The site sells very beautiful, unique furnishings, but the owners were convinced that on the web, if you wanted to increase your sales, you had to emphasize low prices.  Because the message didn’t support the images, visitors were confused and the result was reduced sales, and a low website conversion rate.  The owners decided to change their message.  Instead of low prices, the new message emphasizes the quality and uniqueness of their products and the personal service they provide.  Switching their message to match the images resulted in increased sales. and and increase in their conversion rate.

Analyze your Site

Take a step back from your home page and analyze your Value Proposition.  Go over to your neighbors with a couple of beers and ask them to tell you THE REASON they would do business with your site (other than the fact that they’re your neighbors).  Show your home page to relatives, friends and strangers and get everyone’s opinion.   You’ll be amazed at what you learn, and you’ll create a much better unique value proposition with their input. Plus, you may be pleasantly surprised by what happens to your website’s conversion rate as well.

Did you hear any eye-opening statements when you asked your friends and neighbors why they would do business with your company?