Validating Your UVP

The document discusses validating a unique value proposition (UVP) by testing it through A/B split testing. It recommends implementing the UVP in one marketing touchpoint, such as a pay-per-click ad, and setting a goal such as increasing clicks or leads. The UVP should then be tested against a benchmark using a tool like Optimizely to see if it performs better. If the test shows the UVP increases the target metric, then the hypothesis is proven. Further validation would show if the UVP enables acquiring customers who buy more, at a lower cost. A validated UVP solves problems, differentiates from competitors, increases new leads, and those leads convert and retain better.