Marketing has changed a lot over the past 5 years – and a lot of new tools and techniques have been created to help businesses successfully market their business. However, many of the foundational principles remain the same.
One of these foundations in the UVP – Unique Value Proposition.
What is a UVP (Unique Value Proposition)?
A Unique Value Proposition is the explanation of what a prospect (or in the case of web design, the website visitor) should expect when they interact with your site.
Whenever I design a website or landing page, I make sure to always keep this in mind…
When a visitor lands on your page, they should be able to answer, within 5 seconds, the following:
1) Where am I?
2) What can I do here?
3) Why should I do it?
The answers to these questions will let you know if your pages have a UVP – a Unique Value Proposition. The UVP is a powerful tool – and many websites don’t spend the time to get it right.
According to a study in 2011, most visitors leave a web page after 10-20 seconds but those with a clear unique value proposition will find that their visitors stay much longer.
You’ve paid a lot of money to get those visitors to your site – don’t you think you should make sure they stay to hear what you have to say?
How to make sure your Landing Pages have a UVP
Oftentimes we “fill in the blanks” if we try to look at our site ourselves. So ask 4-5 friends to visit your site (don’t use employees, they know your business and they’ll automatically fill in the blanks.).
Give them the 3 questions above and have them answer them in under 20 seconds.
How did they do?
If they weren’t able to answer the questions – and make sure they’re brutally honest with you – then you have some work to do on your site and/or landing pages.
You may not even need to re-do your whole site – but even spending some time on the content will help increase your conversion rates and improve the efficiency of your ad spending.