Ever been to a web site and wondered 'Why am I here?', 'How does this help me?' or 'Does this site give me what I need?'. And then left shortly afterwards?
A succinct online value proposition is a crucial way to hook new visitors into your site and brand in those crucial seconds (not minutes!) that a visitor is deciding to click-on or leave your site. It also encourages continued usage and advocacy about your site, so it's vital to an effective web strategy.
An online value proposition is closely tied to your brand positioning which answers questions like: who we are, what we offer, which markets do we serve, what makes us different? But the OVP extends this the difference is that it identifies the reasons why customers will click on, return, register or buy from your site and ideally feel motivated enough to share their experience - the last point being key in an age where the customer increasingly defines the brand.
It should state the intrinsic benefits a visitor will get from the the site, content, web service or functionality - and how that ties to your overall product or service. It cannot simply be your brand promise or a more general customer value proposition stuck online, since that misses the point that someone is on your site now and asking themselves questions such as "what's in this for me?".
Although this guide has stepped you through a website OVP, remember that different digital channel can have and will be more effective if they have their own OVP to encourage usage, think through the OVP for your Facebook, Twitter, enewsletter and mobile offerings.
We hope that's useful?! Which brands, sites do you think have effective OVPs?
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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