Posts Tagged ‘Value Proposition’

2015 Year in Testing: Lessons on value copy and friction

May 9th, 2016

As test database specialist at MECLABS Institute (parent company of MarketingExperiments), I maintain our library of tests, analyze the results and search for insights to inform future testing. The chart below breaks all of our 2015 tests down by category and stacks them by count.

As you can see from the big bars on the left, most of the tests we ran in 2015 focused on value copy and friction.

Now look at the outcome of all those tests in the box plot below. This chart measures level of confidence along the left-hand side, and the boxes contain 50% of the data, centered on the midpoint, represented by the black line. Straight away, you can get a good idea of the general performance for each category. Higher level of confidence is better, and we ideally want everything to be above 95%. So how did the value copy and friction tests do?

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Value Proposition: Avoiding the curse of the ‘Why Bother Brand’

May 5th, 2016

Tidal. Yahoo Screen. “Speed 2: Cruise Control.” Your brand?

Some brands are so undifferentiated from other options, so derivative of competitors, the reaction they get from consumers is a shrug of the shoulders and an “Eh, why bother?”

Let me give you an example.


The “Why Bother Brand”

A burrito/Tex-Mex/Southwestern place recently opened in my neighborhood called Barberitos. I’d seen a few ads for it while flipping through local publications, and every time I did, I had the brief “Eh, why bother?” thought. After all, there were already enough perfectly fine burrito places, and this one didn’t seem any different. I always secretly thought about it as the perfect example of a “Why Bother Brand.” But just today, I got some data to back up my assertion …

Walker Ragland, Marketing Operations Specialist, MECLABS Institute (you may remember Walker from his social media test we wrote about in April), posted a Barberitos printout in our office and was boasting about just how good the food was there. That prompted Marketing Events Specialist Susan Warren to look it up on Yelp.

Out of 24 reviews, 15 compared Barberitos to a similar quick-serve restaurant, Moe’s Southwest Grill:

“It’s just like Moe’s Southwest Grill down to the T. The price is the same as Moe’s and so are all the food options (including the salsa bar).”

“Pretty much just seems like a dupe of Moe’s.”

“It’s very similar to Moe’s.”

“I thought it was an off brand Moe’s.”

Ah … so I wasn’t the only one who thought of Barberitos as a Why Bother Brand!

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Consumer Reports Value Proposition Test: What you can learn from a 29% drop in clickthrough

March 21st, 2016

The results are in. Last month, we asked you, the readers of the MarketingExperiments blog, to write the most effective copy for a Consumer Reports email in a way that could test which value factors were most appealing to Consumer Reports donors.

To expand the amount of test ideas, we also asked the readers of the Convince & Convert blog.

We’ll get to the results, and the big winner of the MarketingSherpa Summit package, in just a moment. But first, a little more background and a few lessons.


A little background

Every year, prior to MarketingSherpa Summit, with the help of the MarketingExperiments blog audience and the audience of another marketing blog, we run a nonprofit organization test with a nonprofit organization.

Partnering with a nonprofit gives us a real audience to test with. More importantly, it allows us to use our collective ability as a community of marketers to create effective messaging for a greater good.

Prior to the test, we work with the nonprofit for a few months, diving into the data, getting an understanding of previous tests and coming up with hypotheses.

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Appeal: Does your value proposition actually make customers say, “I want this product or offer”?

March 7th, 2016

Startups can reveal some pretty enlightening information about what makes a successful value proposition. After all, unlike established companies with divisions and brands and patents and factories and distribution networks, the main asset many startups have is their value proposition (often communicated as an “elevator pitch”).

CB Insights recently conducted a post-mortem of more than 100 failed startups to try to figure out what went wrong. 


The top reason they failed — “No market need,” cited by 42%.

To put that into marketing terms, their value proposition had no appeal.

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3 Takeaways from the MECLABS Live Optimization Webinar

February 15th, 2016

Every month the MarketingExperiments team hosts a Web clinic designed around a specific topic to help marketers create stronger campaigns. January’s “Boosting Your Only-Factor” clinic discussed the relationship between appeal and exclusivity, and how it’s not enough to have just one — you have to have both. In order to have an “only-factor,” there has to be an overlap between the appeal and exclusivity of your product or service. Basically, not only does your offer have to attract the interest of prospective consumers but you also have to give them a reason why they can only get this product/service from you.

Using the principles touched on in the Web clinic, optimization specialists from MECLABS Institute, MarketingExperiments’ parent company, analyzed audience-submitted landing pages in a 60-minute Live Optimization Webinar to help fellow marketers create stronger campaigns.


Takeaway #1: Put yourself in your customer’s shoes

When looking at a landing page or campaign, it is imperative to “put ourselves in the shoes of the customer,” Austin McCraw, Senior Director of Content Production, MECLABS Institute, said.

Sometimes when marketers design content, we try to communicate as much value as we can, as quickly as we can. This is especially true on landing pages, where marketers are trying to grab the attention of consumers who have immediate Web access to your competitors all around the world.

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Value Proposition Copywriting: 5 word pictures that got more people to buy

December 28th, 2015

Writing a value proposition is a lot like drawing a jellyfish in a game of Pictionary. Let me explain.

I was at a party recently where several people were playing a fiery game of Pictionary. One person who was particularly bad at the game started drawing a cylinder with a label on it.

Thick befuddlement settled on the guessing team.

After several wild guesses, the team rightly guessed that it was a jar of jelly. Then, much to the team’s dismay, the artist began to draw another picture. This time, luckily, his drawing clearly depicted a standard fish.

The word he held in his hand (the team finally discovered) was “jellyfish.”

Jar of jelly + fish = jellyfish

What the artist failed to realize in the heat of the game was that jellyfish are much easier to draw than either of those two things separately or together. It’s a half dome for the body; squiggly lines for the tentacles. Jellyfish. Next!

Too often, when trying to communicate something (like our value proposition) to our customers, we take the long way around. We use abstract language. We get lost in details that aren’t important.

People use their senses to experience the world. People’s thoughts are usually pictures of those sensate experiences (reality).

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