You’re good at what you do. You wouldn’t be in business otherwise. But how can you convince others that you’re the one they should turn to when they want to build a house, design a website, or buy an energy drink?
The key lies in developing an effective Unique Value Proposition and being able to follow through on your promise.
What is a Unique Value Proposition?
A Unique Value Proposition is more than a company slogan. It should embody the essence of your company, stating not only what sets you apart from other companies doing the same thing, but also in meeting the needs and goals of your target market.
When it comes to redesigning your website, you’re prepared to make a significant investment of both time and money with the goal of improving conversion rates and creating a more positive image in the minds of people who visit your site.
Enter the Conversations on Website Conversion Book Club’s giveaway by answering this question:
We’re almost six months into 2010, how is your conversion rate doing? Is it improving or is it stuck where it was at the beginning of the year and not budging?
Web analytics ninja’s like to toss around buzzword phrases such as “key performance indicators” or KPIs. Sometimes, though, it can seem like any and every operational metric available becomes a KPI, with little differentiation between what data truly indicates functional success and what simply provides interesting, but low value details. At the end of the day, a key performance indicator should live up to its name—it should be an effective measurement of how well your website meets its stated goals.
As part of our internal Social Media efforts, I try to comment every day on some carefully selected Small Business Forums.
What if your business’ website could successfully tap into a pool of 2 billion daily visits? Would that change the amount of conversions that your site can generate? What if it was so easy that you could start tapping into this pool within minutes? Would you want to?
Remember high school biology? Not the cute guy/girl three seats over, but those fascinating little petri dish experiments that had you exposing your precious bacteria to different stimulants to see which would help it grow faster.
Every high school drama teacher will tell you this: there’s a way to get your voice to the back of the room without sounding shrill. The principle is no less valid when using effective copy to promote landing page optimization. While generating “volume” is crucial, the key to effective copy is control—control of your tone and writing persona; control of which marketing elements are seen when; and control of how your audience can respond.