7 Value Proposition Formulas to Boost Conversion on Ads and Landing Pages


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Do you want to get the most out of your Facebook Ads and Landing pages? Do you see solid click-through-rates but struggle to convert?

Let’s talk Value Propositions.

This article will explain exactly why you need to use Value Propositions within your Facebook Ads and landing pages. I’ll give you seven formulas for creating great value propositions and give you five real-world case-studies from brands like yours.

Published in: Business, Technology

7 Value Proposition Formulas to Boost Conversion on Ads and Landing Pages

  1. 1. 7 Value Proposition Formulas to Boost Conversion on Ads and Landing Pages
  2. 2. 7 Value Proposition Formulas that Convert 1 What is a Value Proposition? 2 Free! 3 Offer Success 4 Enter to Win
  3. 3. 7 Value Proposition Formulas that Convert 5 State the ROI 6 Peer or Social Endorsement 7 The Promise 8 The Comparison
  4. 4. 1 What is a Value Proposition?
  5. 5. What is a Value Proposition? At its heart, a Value Proposition is your promise to a consumer that you’re going to deliver something they want. It’s the answer to ‘Why should I buy from you? Value Propositions should be the first thing people see when they view your ad or landing page.
  6. 6. 2 Free!
  7. 7. Free! Offering something for free is a no-risk situation for a Facebook user or possible customer and there’s nothing more valuable. 1 How you can do it: Advertise your Free Trial both in a Facebook Ad and on your Landing Page 2 Offer free shipping to first-time buyers 3 Do a ‘buy one get one free’ discount and advertise the ‘Free!’ obviously 4 Create a free Ebook - but you’ll need to offer success or reward (see below) as well.
  8. 8. 3 Offer Success
  9. 9. Offer Success 1 How you can do it: Advertise the possible long term effects of your service - like a job promotion or happiness 2 Use a quote from a satisfied customer (for landing pages only) talking about an outcome 3 Use questions and phrases like “Do you need a raise?”, “Saving money has never been so easy” or “Learn how to be the best in your field”
  10. 10. 4 Enter to Win
  11. 11. Enter to Win The great thing about contests is that what you’re asking for (a Facebook Like, email address, or phone number) is worth so little to the consumer, and so much to your business 1 2 How you can do it: Run a Facebook sweepstakes, advertise, target, and create a great landing page with Wishpond Give gift cards to the first 10 email respondents to an advertisement on Facebook
  12. 12. 5 State the ROI
  13. 13. State the ROI Giving your audience a concrete number in the first moment of engagement is a great strategy for Value Propositions. It’s something they can take to their boss and say ‘this concrete reason is why we should spend our resources’. 1 How you can do it: Go over your business’ case studies and find the most appealing result you can 2 Talk to your PR person or sales department and ask them for the most impressive fact that sells our business 3 Look at returns on investment or concrete income increases to give whole, sexy numbers
  14. 14. 5 6 Peer or Social Endorsement
  15. 15. Peer or Social Endorsement 1 How you can do it: We’re the fastest growing start-up company in Canada. Find out why. 2 268 companies like yours signed up for a free trial yesterday. Start yours now. 3 We helped 500 B2B companies find $18.4 million in missed revenue last year. Get yours now. 4 More people trust AcmeOrthotics with their comfort and health than any other company. Find out why today.
  16. 16. 7 The Promise
  17. 17. The Promise How you can do it: Find a concrete (and believable) result of your service: 1 The most comfortable pair of shoes 2 A safe workplace 3 A 200% increase in website conversions 4 Graphic designs that get results
  18. 18. 8 The Comparison
  19. 19. The Comparison 1 How you can do it: Choose a competitor with a recognizable name - this also serves to make your ad more recognizable 2 Ensure the difference is legitimate, provable and appealing: ‘We have 12 more customers than this business here’ won’t attract at all 3 Follow Kissmetric’s format above with ‘Facebook finds your friends: AcmeLove finds your soulmate’
  20. 20. Further Reading 1 How to A/B Test your Facebook Ads to Maximize ROI 2 How to Target Facebook Ads Based on Email Address & Phone Number (Custom Audience) 3 4 5 4 Ways to Combat Facebook Ad Fatigue How to Create a Targeted Facebook Ad Audience Using Power Editor 6 Facebook Ad Image Best Practices that will Send your Click-through-Rate to the Moon
  21. 21. Thank you for viewing! Check out blog.wishpond.com for more! Wishpond makes it easy to run social media marketing campaigns. Learn more at Wishpond.com