design for conversion: top 5 ways to make your value proposition perform

Raina ProbstUser Experience (U/X) Specialist

Leah Averre-SmithDirector of Digital Services

PRESENTERS

2 © Anderson Direct & Digital 2015

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Isn’t conversion all about…

THE CLICK ?

DESIGN FOR CONVERSION

© Anderson Direct & Digital 2015

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DESIGN FOR CONVERSIONThere are many aspects of designing for conversion, and all are important.

• Search• Navigation• Value Proposition• Content• Visual Hierarchy• Calls-to-Action


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WHAT IS A VALUE PROP?

The key reason why customers should pay attention to you and take the action you want them to take.


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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.


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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


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How you communicate your value prop can help (or hurt) at every point in the funnel.


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THERE ARE 5 KEY ATTRIBUTES OF A VALUE PROP

THAT DRIVE CONVERSION...


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1. Clarity2. Value3. Fit4. Credibility5. Action


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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


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“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


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PROMISE REAL VALUE

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


Example Screenshot


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“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


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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


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Example Screenshot


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Example Screenshot


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“Know the user, and you are not the user.”

– Arnie Lund


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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


Example Screenshot


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Example Screenshot

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“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.”

– Edward R. Murrow


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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


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Example Screenshot

“Never mistake motion for action.”

– Ernest Hemingway


Thank You!

andersonDD.com


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