Pages and conversion
What is a value proposition?
A value proposition is the one clear reason a customer should buy from you: what you offer, who it's for and why it beats the alternatives.
A real store example
Spot & Tango UnKibble page: over 1,000 Meta ads linked here.
The page states it in its title: fresh dry dog food without refrigeration. In five words it names the product, the benefit over fresh food (no fridge) and the benefit over kibble (fresh).
Getting value proposition right
Name the alternative you beat
A value proposition is a comparison. Say what the shopper uses today and why yours is better.
Lead the page with it
Put it in the hero headline, not three sections down. Visitors decide in seconds.
Test two versions
Try two headlines on the same traffic and keep the one that sells, rather than debating them.
Ask Replo: "rewrite my homepage headline around one clear reason to buy".
Value proposition questions
- What's the difference between a value proposition and a slogan?
- A slogan is memorable; a value proposition is specific. "Fresh dry dog food without refrigeration" tells you what you get and why it's better. A slogan can be catchy and still say nothing about the product.
- How long should a value proposition be?
- One sentence, often under ten words, with a line of support below it. If you need a paragraph, you haven't found the main reason yet.
- How do I find my value proposition?
- Read your best reviews and your customers' words for why they chose you over what they used before. The reason that comes up most is usually it.
Related terms
Browse the glossaryHero section
The hero section is the first full-width block a visitor sees on a page, usually a headline, an image and the main call to action.
CTA
A CTA (call to action) is the button or line that tells a visitor the next step to take, such as "Shop now" or "Build your pillow".
Landing page
A landing page is a page built for one campaign or audience, with one goal, usually where ad or email traffic lands.
A/B testing
A/B testing is showing two versions of a page or element to split traffic and measuring which one converts better.