1. Increase Conversions with a Killer Value Proposition
How Persuasive Messaging helped 4 Companies Increase Conversions up to 90%

2. Join the conversation
@invesp
#invespCRO

3. Our Founders
Khalid Saleh
CEO
A recognized expert of marketing strategy, Khalid has been a frequent guest in key
media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times,
National Public Radio, and more. He is an in-demand speaker who has presented at
marketing conferences across the globe.
Ayat Shukairy
Co-founder, Managing Partner
400+ conversion optimization projects, She has worked with some of the world top
brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase
online revenue by creating successful marketing campaigns.

4. Established in 1974, major educator,
publisher, and distributer of technical
books

5. Test Problems:
1. The pre-product page abandonment rate was high
2. Customer retention was low
3. Lack of community around partner content
Category Page

6. • Green banner points to the value the
site is offering
• Text below is reiterating that value
and explaining more about it
The Control

7. By emphasizing the value proposition
through design and content,
conversions will increase.

8. • “The E-book Advantage” pointing to
the value and service offered
• Image reflects a person “on-the-go”
• Removed text as banner is self-
explanatory
Variation 1

9. • “Take books wherever you go”
message pointing to the advantages
offered
• Image reflects a person “on-the-go”
• Removed text as banner is self-
explanatory
Variation 2

10. 21
Audience Question:
Which design generated the most sales?
0
Side By Side Look

11. Increase
in Website
Conversion
26%
The Winner
1

12. • Identifying the right value proposition is one of the most valuable activities
marketers can benefit from when optimizing pages.
• The value proposition must be translated into design and copy on your site
for real gains.
• The value proposition is not made up of multiple values and messages. It is
a single message that expresses the unique value your company offers.
• Incentives can be used to “support” the value proposition.
Why is a Value Proposition so Important?

13. Competitive Landscape Analysis
Understanding your
competitors will help you
develop a value proposition
that distinguishes your
company

14. Target Market/Persona Creation
How can you create an
effective value proposition
without first understanding the
needs and wants of your
customers?

15. Value Proposition Creation

16. Audience Question:
Which design generated the most sales?
Pop Quiz
1 2

17. Increase
in Website
Conversion
17.04%
The Winner
2

18. Value Proposition is the promise of value you deliver by defining the
problem you solve and clarifying why you are better than the alternatives.
A compelling value proposition appeals to the customer’s strongest
decision-drivers.
Consider this:
• What are the different values your customers gain from doing business with your
company?
• Of the different values you offer your customers, where do you excel? What is the
ONE area of value that distinguishes you?
• There is a difference between the value proposition for your company and for your
product. You must address both.
Value Proposition Defined

19. 1. List of all aspects of your business/products/service: Price, Design, Growth, Savings,
Support, Simplicity
2. Create 25 different statements based on the values you deliver to your customers
3. The more specific you are, the better. Think of the “secret sauce” that makes your
company unique
1. What is the relevancy of that statement to your customer’s pain or gain?
2. What are the specific benefits (quantified value)?
3. What is the unique differentiation that you present?
4. Measure the statements against the Value Proposition Scale
Crafting The Right Value Proposition

20. Crafting The Right Value Proposition
Aspects of The Business/Products/Service
Price Design Growth Savings Support Simplicity
Value Proposition Evaluation
Num. The Value Proposition Statement
The Relevancy Of That Statement To The Specific
Benefits
(Quantified Value)
The Presented
Unique
DifferentiationCustomer’s Pain Customer’s Gain
01
02
03
04

21. Value Proposition Scale
Customer need/desire for what you offer
(CD)
How exceptional what you offer is
(compared to competitors)
(OE)
High (CD) & Low (OE)
Needs development
High (OE) & Low (CD)
Needs development
Low (OE) & Low (CD)
Must Improve
High (OE) & High (CD)
Success
0 1 2 3 4 5
0
1
2
3
4
5

22. Audience Question:
Which design generated the most sales?
Pop Quiz
1 2

23. Increase
in Website
Conversion
55.56%
The Winner
1

24. • You can’t develop an effective value proposition without: really understanding and
gauging your market needs + testing.
• The two skills needed to leverage the power of a value proposition :
• Identify an effective value proposition.
• Express that value proposition throughout site.
• The value proposition serves as a guide for decisions in any business strategy.
• “The most effective advertising a company does is the way it conducts business.”
Marketing Insights

25. 1. Measure it against the scale.
2. Test it on your site in many forms.
3. Another test: remove your site logo and slap your competitor name on your
site – does it work? Do they offer the same value as you?
Test Your Value Proposition

26. Audience Question:
Which design generated the most sales?
Pop Quiz
1 2

27. Increase
in Website
Conversion
90.67%
The Winner
2

28. What to Do With Your Value Proposition
Once you’ve crafted the perfect value proposition, you must apply it
across the pages on your site. This can be done through:
• Evidentials – like Benefits.
• Brand stories – like testimonials.
• Graphical elements.

29. Evidentials
But this
Not this,

30. Brand Stories
But this
Not this,

31. Graphical Elements
But this
Not this,

32. Test Problems:
1. A combination of a low product page effectiveness rate with a high average time
spent on the page.
2. Too many competing product options were presented to the visitor.
Bookstore: Product Detail Page

33. • Value proposition could use more
clarification to enhance trust and
confidence
The Control

34. Enhancing value proposition through
copy to match visitor expectations
will lead to increased conversions.

35. • CTA in close proximity to product
image.
• Including wording about “Our
Promise” which drilled the value
proposition
Variation 1

36. Increase
in Website
Conversion
18.67%
The Winner

37. • Identifying the right value proposition is one of the most valuable activities
marketers can benefit from when optimizing pages.
• Value proposition is the promise of value you deliver by defining the problem
you solve and clarifying why you are better than the alternatives. A compelling
value proposition appeals to the customer’s strongest decision-drivers.
• The more specific you are, the better. Think of the “secret sauce” that makes your
company unique
• “The most effective advertising a company does is the way it conducts business.”
• The value proposition serves as a guide for decisions in any business strategy.
Value Proposition Summary

39. More information
Amazon.com

40. Looking to increase your conversions?
The Conversion Framework™ brings a unique methodology to marketing
optimization, generating repeatable and sustainable increase in conversion
rates.
3,000+ Test plans , 400+ partners, 11 different countries
• Learn more how we can work
together:
• Select “Partnership Opportunities to
Increase Conversion Rates” on
webinar survey
• or email convert@invesp.com

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