Your Landing Page Needs an Ultimate Reason to Maximize Conversion (Live From MarketingSherpa Summit 2017)
I’m here at the MECLABS Landing Page Optimization Certification Course on the last day of the 2017 MarketingSherpa Summit.
In the second session today, Flint McGlaughlin, Managing Director, MECLABS, lectured on the value proposition.
“A value proposition is an ultimate reason,” he said. “It is the answer to the question posed in the customer’s mind, ‘If I am the ideal customer, why should I purchase from your organization rather than any of your competitors?'”
If the answer to that question is not an ultimate reason, your business or product does not deserve to exist. If someone else can serve your set of ideal customers better, then you are simply surviving on pockets of ignorance.
How do you know if your landing page’s value proposition is an ultimate reason?
The offer on the page should answer these four cognitive conclusions in the mind of the customer…
- I want it.
- I can’t get it (exactly like this) anywhere else.
- I understand it.
- I believe it.
If the offer on your landing page does not answer these four conclusions, its value proposition is not an ultimate reason.
Here’s an example from the course to explain what I mean.
The Control and Treatment: