Crafting a value prop that resonates with your traffic

Quotes

• “Instead of just randomly testing things on my website, I have developed a process for investigating and exploring how we determine what people want to see on a website and refine the existing content design.” - Chris   “First of all, I usually ask what pain points do your product or service help resolve and then secondly, how are you different or better than your competition.” - Chris“I want to mention an economic principle that somebody’s motivation to convert on your site is equal to the perceived value minus the perceived cost.” - Chris“Talking about page hierarchy, the first thing you see on the page theoretically is the most important thing, and then as you go down from there, you should be adding context, clarifying and refining what the leading statements are leading the readers to believe.” - Chris“Going off of page hierarchy, the vast majority of people are going to read things in the order you present them. So the question is, what is the most compelling thing that you can say if somebody is coming to your website and they only read that.” - Chris“List down all of your value propositions and all the things you could say on your site in no particular order because as marketers, we already tend to think we know what’s going to work best but you want to discard your assumptions and create an unbiased list.” - Chris“Usually what happens is, all your value propositions will resonate but there are going to be some that will resonate way more than others. So once you know that, you can start tweaking and play around with the language or verbiage of that value proposition.” - Chris   “Understand your audience and then test out a direct vs. indirect approach and how much information does your audience even need to know in order to do acts on your site.” - Chris “You want to cast out some of your assumptions about your audience and even when you’re looking at your competitors because a lot of people that are doing well, also don’t know what they’re doing.” - Chris