Industry Expert Deep Dive Value Proposition How to turn that shiny, new Value Prop into a high-performing page Tony Doty Lauren Maki Senior Manager of Optimization Manager of Optimization MECLABS MECLABS
Session Speaker Tony Doty Senior Manager of Optimization MECLABS Black & White Headshot Tony leads the Optimization Team at MECLABS and is responsible for guiding Test Strategy and Design for many of MECLABS’ Research Partners. He has extensive experience managing and supporting optimization projects from experimental design @TheRealTonyDoty through results interpretation for partners with varying levels of testing experience. 2
Session Speaker Lauren Maki Manager of Optimization MECLABS Lauren Maki guides her colleagues in optimizing the online marketing efforts of MECLABS Research Partners through strategic problem solving and test planning. Prior to MECLABS, she served in account services, advertising @LMAKI consulting, business development and graphic design at organizations including the Golf Channel, Planet Hollywood and Beloved Experiential. 3
MECLABS Optimization Team Who is the Optimization Team? • All team members started as Analysts on Project Teams • Moved into the strategy and testing side of MECLABS What do we do? • Work directly with project teams • Guide the test design and strategy for MECLABS partnerships 4
Value Proposition Deep Dive How to turn that shiny, new Value Prop into a high-performing page 5
What have we heard? “A single statement by itself is unlikely to provide sufficient detail for someone to buy or take the first step in a sales process .” “The logical step that is missing is to show how this value proposition is used to craft marketing collateral .” “I need help implementing the “I know this page is not value proposition properly communicating strategies.” our value proposition, but I need some help getting the message out! ”
Now that I have a value proposition statement… What do I do next?
What we won’t cover… In-depth testing of your value proposition TEST IT! This will indicate areas with high testing opportunity
Why should this prospect Why should I buy from you group buy from you rather than Primary – Why should I buy from you rather than your competitors? your competitors? rather than your competitors? Prospect – Why should a specific PRIMARY PRIMARY PROSPECT PROSPECT prospect group buy from you rather than your competitors? Product – Why should I buy a specific product from you rather than your competitors’ products? Why should I buy this product BUTTON Why should I take this action Process – Why should I take a specific from you rather than your on your site? action on your site? competitors’ products? PRODUCT PROCESS PRODUCT PROCESS 9
We are answering… Why should [Prospect A] buy from you rather than any of your competitors? 10
How To Express your Value Proposition 1 Who is the target audience? 2 Where are they? 3 What do you express? How do you express it? 4
1. Who is the target audience? Before you think about where you will express your statement and what you’re going to say, you need to answer… 12
1. Who is the target audience? Before you think about where you will express your statement and what you’re going to say, you need to answer… Who am I talking to? 13
1. Who is the target audience? Identify the high-level prospect group for your statement For example, does it target: • IT Professionals? • College Students? • B2B Marketing Managers? 14
How To Express your Value Proposition 1 Who is the target audience? 2 Where are they? 3 What do you express? How do you express it? 4
2. Where is your target audience? Now that you have identified your target audience… Go find them! (Hint: They’re not always on your homepage or landing page) 16
2. Where is your target audience? Identify the channels the prospect group is coming from • A targeted email campaign? • A PPC campaign? • Branded or non-branded? • Display ads? • Referral sites? • Social Media? Visitors coming from different channels will have different motivations 17
2. Where is your target audience? Identify the pages they visit • Landing pages? • Product pages? • Informational pages? • Checkout pages? 18
Talk to us! Who is your prospect? What channels are they coming from? Where in your site are they going?
How To Express your Value Proposition 1 Who is the target audience? 2 Where are they? 3 What do you express? How do you express it? 4
3. What do we express? Infuse continuity • Communicate value through every step of your funnel But don’t be repetitive • Different value points will be more relevant at different stages in the funnel 21
3. What do we express? Each step of your funnel serves a specific purpose in the buying cycle Increasing Granularity PPC Ad Product Page Features Page Shopping Cart Checkout 22
3. What do we express? Each step of your funnel serves a specific purpose in the buying cycle Examples • Location: Homepage • Messaging: Briefly introduce your company and direct visitors to the page they need • Location: PPC Ad / Display Ad • Messaging: Capture attention and elicit a click to get them on a landing page. 23
3. What do we express? Each step of your funnel serves a specific purpose in the buying cycle Examples • Location: Product page • Messaging: Give visitors enough product information to complete the call to action • Location: Checkout • Messaging: Reduce friction and counteract anxiety while providing process-level value to get users through the process 24
3. What do we express? Choose one page at a time to focus on • Don’t overwhelm yourself by trying to optimize your entire funnel at once Concentrate your messaging on your value proposition statement. When [Prospect A] leaves this page, TEST IT! I want them to know X, Y, and Z 25
3. What do we express? Choose one page at a time to focus on • Don’t overwhelm yourself by trying to optimize your entire If everything is a priority, funnel at once Concentrate your messaging on your value proposition then nothing is a priority statement. When [Prospect A] leaves this page, TEST IT! I want them to know X, Y, and Z 26
3. What do we express? Back up your claims with evidentials • Evidentials are “proof points” that add credibility Evidentials incorporate: • Specification Ex. Holds certifications in Cisco CCDE & CCIE • Quantification Ex. We have analyzed over 5 million calls • Verification Ex. 2013 JD Power Award for Best Customer Service 27
How To Express your Value Proposition 1 Who is the target audience? 2 Where are they? 3 What do you express? How do you express it? 4
4. How do we express it? The value proposition statement is a guide not a template • The expression is an interpretation of A single the statement statement by itself • Expression will change based on where is unlikely to you are communicating it provide sufficient detail for someone • The claims you emphasize to buy or take the • The tone you use first step in a sales process. • The amount of detail you go in to 29
4. How do we express it? The value proposition statement is a guide not a template • The expression is an interpretation of Do not copy and paste your the statement A single • Expression will change based on where statement by itself is unlikely to statement onto a page. you are communicating it provide sufficient • The claims you emphasize detail for someone to buy or take the • The tone you use first step in a sales process. • The amount of detail you go in to 30
4. How do we express it? Turn your company-focused statement into customer-focused communication • Your features do not matter if the customer does not understand how it benefits them Example: Company-focused: Babies“R”Us has over 872 store locations and an online store. Customer-focused: Babies“R”Us offers convenient online and in-store shopping so friends and relatives can easily buy and send the right gift directly to the expectant parents. 31
Talk to us! Who wants to share one of their value claims with us? Let’s all work together to make it customer-focused.
4. How do we express it? Express your value proposition with more than just copy • Congruence: every element on the page supports your value proposition 33
4. How do we express it? Express your value proposition with more than just copy • Congruence: every element on the page supports your value But your value proposition proposition is not just copy! 34
4. How do we express it? Express your value proposition with more than just copy • Congruence: every element on the page supports your value proposition • Other elements include: • Imagery • Videos • Navigation • Slideshows or Product Tours • Lead gen form intro copy 35
4. How do we express it? But this… Not this… “Our new modular and manufactured homes are the cutting edge in housing; they're spacious, modern and contemporary .” 36
4. How do we express it? But This… Not This… “Browse our huge electronics inventory and select from thousands of products” 37
4. How do we express it? But This… Not This… 38
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