Let’s face it. We all qualify as consumers, right? And what do we, as consumers want from product and service companies? Quality, reliability, security, and a good bargain of course. But how would we know of a product or service quality and the reliability and security measures of a company offering the product or service.

Many companies may make absurd claims. But for the desperate, those claims may sound reasonable enough only to regret being scammed. Others may make reasonable claims but their company unfortunately can’t live up to their claims. Many would fall prey to these circumstances, yet many has learned. Aside from those who have sense enough to take the baits, these people who have learned their lessons add up to the fraction of consumers who will be difficult to convince.

However, what marketers can actually do is use credibility indicators such as testimonials, reviews, third party seals, customer service hotline, a clear return policy, etc. Consumers want to see proof and guarantee that what they are buying is worth their time and money.

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After you have identified your value proposition, you must then be able to express it in a clear, believable sentence, if possible. People browse through sites looking for the one company that can actually offer them what they need. Quality product, good bargain, and reliable service are commonly the guarantee most people are looking for. And most people do not have the patience to read paragraph after paragraph of hard selling just to find that. That is why, to immediately capture your visitors attention, communicate your value proposition in your headline.

Your headline is the most visible element in your web page, besides Images and your site map. That is why you should take advantage of that. Don’t miss the opportunity getting your visitor hooked to your website which give you the leverage to convince him to take a positive action.

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A headline must be clear, relevant and believable to be able to effectively draw a visitor’s attention. The objective of a headline is to communicate, not to sell. It must capture readers by possibly asking a relevant question or presenting a solution. However headlines may differ depending on where it is used and what product it is introducing.

Headlines are basically the first element that is visible in a page, aside from images of course. It has only a few seconds to get a readers attention and convince him that what he is looking at is worth his while. That is why headlines must be direct and compact. In most websites, a value proposition is condensed into one credible statement that speaks so much about the company and its product or service, or the unique quality of a product or service.

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Besides PPC ads, you can’t actually choose a landing page for your website. It may actually be your homepage, or your reviews and testimonials page, or your product page. However, you will be able to identify it through click through rates.

First, you have to determine the major contributors of your site traffic. Once you have, identify which page gets the most traffic. That way, you will be able to pinpoint the main reason why web users visit your site. It may be your best price guarantee, your wide selection of goods, or your company rating.

Once you have determined what that reason is, you can design your landing based on that reason so that more and more people will visit your site and eventually get pulled into conversion.

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It has been established that the landing page must contain all the information a consumer might need to ask about a product, a service, a promotion, or an incentive. And most especially, the contents in the landing page must also express and support the value proposition.

But in order to maximize the conversion rate of a landing page, it must be tailored to showcase the product or service the visitor searched for. Meaning, the contents of the landing page must reflect the headline of the ad. Understand that the consumer particularly clicked on that ad because he wants to learn more about the offer. He does not need to be presented with products or promotions other than the one showcased in the ad which he clicked on. If you want to advertise your other products, you can simply ad a link to your site and suggest that he check them out.

Distracting your customers with all your other products and promotions would only make you lose the potential conversion. Therefore, customize a landing page specifically for your ad.

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Landing pages are specifically designed to encourage conversion, It is the page that provide the appropriate answers for consumer’s question regarding a product, a promotion, or even a company incentive. This page is created to capture a consumer’s purchasing mood that would prompt them to make a positive action.

And just like everything else in the website, this page also supports the value proposition that has proven effective for the company. Only, this page provides customers a leaner chance of having to move away from the page without getting sufficient information for the product or service in question. Although, a landing page may include links to specific pages, if the landing page is designed to meet the visitor’s needs, the visitor will not navigate away before being pulled into conversion.

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You can actually test the efficiency of your value proposition through micro-testing. Create at least 3 variations of your value proposition. Again, may I remind you that if you really want to earn substantial profits in your online business, you have to find the most effective tools and components. And what could be better in achieving that than trying them out in the actual market and pick out the one that appeals most to your prospect clients.

Launch the ads that contain the various summary value proposition of your company all at the same time. The number of click through must then measured and compared. The ad that gets the most click through rate is the value proposition that appeals most to your potential customers. And now that you have identified the specific value proposition that is effective for your business, you can then make the necessary changes in your marketing tools.

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