Every ecommerce business needs to provide an exceptional user experience. According to this infographic, 79% of customers will abandon an ecommerce website immediately if they don’t find what they are looking for there.
The only way for ecommerce companies to retain and convert website visitors is by providing an excellent user experience. It all begins by creating a strong value proposition.
What Is an Ecommerce Value Proposition?
A value proposition also called a unique selling proposition is the primary factor that differentiates a company’s solutions from its competitors. It is the reason customers should purchase its products on the open market.
Creating a Strong Value Proposition for Your Ecommerce Site
Your value proposition should be very clear and simple. You should be able to articulate it in 30 seconds or less. For ecommerce companies, this means it should be communicated in no more than 75 words.
Here are some quick guidelines for creating a great value proposition for your ecommerce company.
Think Beyond the Product Itself
The functionality of your product is important. However, the product itself isn’t the only factor. Customers also take the following into consideration:
- Pricing
- Shipping options
- Support
Don’t let yourself get tunnel vision. The most important value proposition may not be centered around the product itself. Your best bet is to ask existing customers what they like most about your brand and the solutions you deliver.
CPC Strategy has a list of 50 value propositions that you may want to try.
Avoid Patronizing. Make an Argument Instead
Too many brands try to manipulate customers with flattery. L’Oreal is a good example of this. Look at their slogan “Because You’re Worth It.”
Phrases like this are thinly disguised pleas. It basically says “We don’t really want to describe our value proposition, but we are willing to complement you. So buy our product!”
Avoid doing this. Don’t use clichés, flattery or soundbites. You want to make a clear, articulate argument instead.
Write in a Language That Resonates with Your Customers
One digital marketing company I worked with did a very poor job creating content with strong value propositions for its clients. The problem is that it used language from its own industry, rather than language the client’s own customers would use. When writing content for a commercial landscaping company, they used the term “vertical”, which very few clients would use.
This is a very common mistake in ecommerce as well. You probably use your own terminology with your colleagues, but that doesn’t mean it’s appropriate to use with your customers.
Put yourself in the customers’ shoes. If you are selling a product to laypeople, then you must use terminology they will understand. In UX terms, this is referred to as empathy. If you need help in that regard, consider hiring a UX studio for help.
Make It Persuasive
Writing a clear value proposition is important. Making your value proposition persuasive is equally important.
Use language that inspires customers. Make a convincing argument. It is a good idea to use power words, such as “best” and “highest ROI”. You should use social proof and statistics to back your argument. According to Search Engine Journal, 63% of customers are more likely to buy a product from a website with reviews or other forms of social proof.
Ecommerce Marketing Begins and Ends with a Value Proposition
The old adage “if you build it they will come” is completely and utterly false. It does not apply in ecommerce marketing. You need a strong value proposition. Put it in writing before driving traffic to your online store.
