Design for Conversion: Top 5 Ways to Make Your Value Proposition Perform
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The document outlines the essential elements of designing for conversion, emphasizing the importance of a clear and compelling value proposition. It identifies five key attributes that drive conversion: clarity, value, fit, credibility, and action. Additionally, it highlights the necessity of understanding customer needs and communication techniques to effectively engage with potential clients.
Design for Conversion: Top 5 Ways to Make Your Value Proposition Perform
- 2. Raina Probst User Experience (U/X) Specialist Leah Averre-Smith Director of Digital Services PRESENTERS 2 © Anderson Direct & Digital 2015
- 3. 3 Isn’t conversion all about… THE CLICK ? DESIGN FOR CONVERSION © Anderson Direct & Digital 2015
- 4. 4 DESIGN FOR CONVERSION There are many aspects of designing for conversion, and all are important. • Search • Navigation • Value Proposition • Content • Visual Hierarchy • Calls-to-Action © Anderson Direct & Digital 2015
- 5. 5 WHAT IS A VALUE PROP? The key reason why customers should pay attention to you and take the action you want them to take. © Anderson Direct & Digital 2015
- 6. 6 WHAT IT’S NOT Taglines and mission statements support a brand’s identity, not the value it promises. A USP (Unique Selling Proposition) focuses on what makes a brand better than the competition. © Anderson Direct & Digital 2015
- 7. 7 WHY IT MATTERS • A brand’s value prop is fundamental to its relationship to customers • Value prop sets the tone and context of the entire interaction with your brand • Poor communication of a value prop can’t be overcome with design tactics © Anderson Direct & Digital 2015
- 8. 8 How you communicate your value prop can help (or hurt) at every point in the funnel. © Anderson Direct & Digital 2015
- 9. 9 THERE ARE 5 KEY ATTRIBUTES OF A VALUE PROP THAT DRIVE CONVERSION... © Anderson Direct & Digital 2015
- 10. 10 1. Clarity 2. Value 3. Fit 4. Credibility 5. Action © Anderson Direct & Digital 2015
- 11. 11 © Anderson Direct & Digital 2015
- 12. 12 CLARITY TRUMPS CLEVERNESS You have a precious few seconds to make your value prop understood. While creative and clever language can catch a customer’s attention, don’t sacrifice clarity. • Your value prop should be clear, simple, and readable • When in doubt, test it © Anderson Direct & Digital 2015
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- 15. 15 “People smartly employ aggressive attention filters when scanning headlines, and you’ll get through the filters of a lot more people if you spell out the benefits rather than relying on implication.” – Brian Clark, Copyblogger Media © Anderson Direct & Digital 2015
- 16. © Anderson Direct & Digital 201516
- 17. PROMISE REAL VALUE 17 A value prop is a promise of value. Remember that Value = Benefit/Cost. • Promise a meaningful benefit to the customer • Address real or perceived cost © Anderson Direct & Digital 2015
- 18. © Anderson Direct & Digital 201518
- 19. Example Screenshot 19 © Anderson Direct & Digital 2015
- 20. 20 “On the average, five times as many people read the headline as read the body copy. It follows that unless your headline sells your product, you have wasted 90 percent of your money. The headlines which work best are those which promise the reader a benefit.” – David Ogilvy © Anderson Direct & Digital 2015
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- 22. 22 ADDRESS CUSTOMER NEEDS Are your promising the right solution to the right audience? If there’s not a good fit, conversion suffers. • Understand your customers’ needs and pains… and don’t make assumptions, do the research • Make sure your value prop speaks to those needs or alleviates the pains © Anderson Direct & Digital 2015
- 23. 23 Example Screenshot © Anderson Direct & Digital 2015
- 24. 24 Example Screenshot © Anderson Direct & Digital 2015
- 25. 25 “Know the user, and you are not the user.” – Arnie Lund © Anderson Direct & Digital 2015
- 26. 2626 © Anderson Direct & Digital 2015
- 27. 27 BE SINCERE A value prop doesn’t create credibility, but it can hurt it. Customers are savvy and getting more so all the time. Be real and be sincere. • Avoid extreme language like “Best” and “Always” • Draw positive sentiment from outside © Anderson Direct & Digital 2015
- 28. Example Screenshot 28 © Anderson Direct & Digital 2015
- 30. 30 “To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.” – Edward R. Murrow © Anderson Direct & Digital 2015
- 31. 3131 © Anderson Direct & Digital 2015
- 32. 32 ASK FOR ACTION You can never assume a customer knows what you want them to do next. Don’t overwhelm them with too many actions, or worse, give them none at all. • Identify the highest priority action you want customers to take • Make sure you ask them to do it © Anderson Direct & Digital 2015
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- 35. “Never mistake motion for action.” – Ernest Hemingway 35 © Anderson Direct & Digital 2015
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- 37. Thank You! andersonDD.com 37 © Anderson Direct & Digital 2015