E-commerce value proposition is more or less the same as any value proposition. I guarantee that you’ve seen and read far more value propositions than you’re aware of – because they’re everywhere. They’re on home pages and landing pages. They’re on Facebook ads and sales pages. They’re on freeway billboards and curbside restaurant menus.
“Eat at Joe’s – Home of the Foot-long Corndog”
And they pop up in the most unexpected places.
When the voluptuous Italian movie star Sophia Loren said the Hotel Ritz Paris was “the most romantic hotel in the world,” that was a value proposition.
But, for how prolific value propositions are, confusion surrounds them. You’ll find a number of variations on this 4-point list of what a value proposition does.
A value proposition:
- Defines who your customer is
- States what your product does
- Establishes why you’re unique
- Shows the end benefit
Sophia Loren’s “The most romantic hotel in the world” statement does all of these things. The Hotel Ritz Paris is for lovers; they will find romance there; more romance than anywhere else in the world. Place that sentence next to a photo featuring Sophia’s generous endowments – and you have your benefits. *Photos are used in value propositions a lot, either as supporting players or integral parts.
Value propositions look deceptively simple, don’t they? But they are one of the most important statements you’ll ever make for your e-commerce products. They require thought, consideration, substantial research, and ongoing testing. Furthermore, they’re worth the effort.
When they work, value propositions make the difference between getting the sale – and boosting your bounce rate.