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  1. 7 Value Proposition Formulas to Boost Conversion on Ads and Landing Pages


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    Do you want to get the most out of your Facebook Ads and Landing pages? Do you see solid click-through-rates but struggle to convert?

    Let’s talk Value Propositions.

    This article will explain exactly why you need to use Value Propositions within your Facebook Ads and landing pages. I’ll give you seven formulas for creating great value propositions and give you five real-world case-studies from brands like yours.


    Tweetable Takeaways:

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    What is a Value Proposition?


    At its heart, a Value Proposition is your promise to a consumer that you’re going to deliver something they want. For ads, it’s the answer to ‘Why should I click? For landing pages it’s ‘Why should I sign up or buy from you?’

    Value Propositions should be the first thing people see when they view your ad or landing page.


    What’s my business’ Value Proposition?

    Your Value Proposition is whatever gives your brand an edge over your competitors. That could be anything. Literally any benefit a customer could find in your product, technology or service. However, throwing every possible benefit from your business at every possible customer is the same as throwing nothing at them. So let’s optimize instead.


    Here are seven formulas to get the most out of Value Propositions in Facebook Ads and landing pages.


    1. Free!


    The most straightforward Value Proposition by far: offering something for free just wins.

    The quality of a value proposition can be condensed into a straightforward formula:


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    Offering something for free is a no-risk situation for a Facebook user or possible customer and there’s nothing more valuable. You’ll see below that the ‘Free’ Value Proposition is employed quite a lot:

    Ad Examples:


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    Landing Page Example:


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    How you can do it:

    • Advertise your Free Trial both in a Facebook Ad and on your Landing Page

    • Offer free shipping to first-time buyers

    • Do a ‘buy one get one free’ discount and advertise the ‘Free!’ obviously

    • Create a free Ebook - but you’ll need to offer success or reward (see below) as well.


    2. Offer Success


    Offering career or job success is a great way to create value for a certain audience. This formula works well with recent graduates or people just entering the working world.

    Remember to use the right Value Proposition for the right audience. Think about what your ideal consumer needs the most, and offer it to them.


    Ad Example:


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    Landing Page Example:


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    This kind of ad and landing page partnership is extremely effective, as people respond to continuity in marketing. I also like RBC Bank’s targeting of a specific audience with ‘grads just like you’ in the Facebook Ad (even though I graduated three years ago and am quite content with my career). You can see how this would be a powerful value proposition for someone looking for a year of career-related experience.


    How you can do it:

    • Advertise the possible long term effects of your service - like happiness or a promotion

    • Use a quote from a satisfied customer (for landing pages only) talking about an outcome

    • Use questions and phrases like “Do you need a raise?”, “Saving money has never been so easy” or “Learn how to be the best in your field”


    3. Enter to win


    A contest is the second-easiest value-proposition. Essentially, this is giving something away for almost free. You’re asking for a little something in return (usually an email address, Facebook Like, or phone number). The great thing about contests is that what you’re asking for is worth so little to the consumer, and so much to your business:

    • A Facebook Like is easily thrown out by a user, but gives you 24-hour marketing and advertising access to an audience you know is already interested

    • An email address allows you to send marketing emails (one of the best returns-on-investment in the biz)

    • A phone number allows you to create a Custom Advertising Audience for Facebook, re-targeting specific users who have engaged with your business before.

    Another great part of the ‘Enter to Win’ formula is the dollar amount. Making it obvious how much a person could win is a great eye-catching strategy, as well as puts a dollar value on someone’s involvement.


    Ad Example:


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    While the chance to win a vacation to Fiji (Indulgent Experience above) is an effective Value Proposition, I’d also recommend putting the dollar value of the vacation within the Facebook Ad. They have the space for it (Facebook Ad body copy character limit is 90) and it could improve their click-through-rates considerably. Why not test it?


    Landing Page Example:


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    How you can do it:

    • Run a Facebook sweepstakes, advertise, target, and create a great landing page with Wishpond

    • Give gift cards to the first 10 email respondents to an advertisement on Facebook



    Top Tip from Oli Gardner (Unbounce): You have maybe 5 seconds to garner a viewer’s interest. Along with a great value proposition, turn your landing page text into 3-5 bullet points focusing on the benefits of your product or service, and why they should complete an action or fill out your lead generation form.



    4. State the ROI


    One of the most popular Value Propositions among SaaS and B2B companies is to state the possible ROI from investing with their service.

    It’ll come as no surprise that the business market likes concrete numbers - something they can take to their boss and say ‘this concrete reason is why we should spend our resources’. Giving your audience that in the first moment of engagement is a great strategy for Value Propositions.


    Ad Example:


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    Landing Page Example:


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    How you can do it:

    • Go over your business’ case studies and find the most appealing result you can

    • Talk to your PR person or sales department and ask them for the most impressive fact that sells our business

    • Look at returns on investment or concrete income increases to give whole, sexy numbers


    5. Peer or Social  Endorsement


    Using peer or social endorsement in your Value Proposition works just as well for B2C companies as it does for B2B and SaaS.

    For B2C, you can quote your demographic metrics (like ‘25,000 people in Seattle already use AcmeOrthotics. Why aren’t you?’).

    For B2B and SaaS, you can do like North Social and AdRoll do below and quote your own success by the number, and include something like ‘Discover why over 10000 businesses use us’ or ‘we’re #1 among A/B Testing Consultants. See why today’.

    This creates a socially endorsed value within your Value Proposition. It’s an assumed value that we place on things because others have.


    Ad Example:


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    Landing Page Example:


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    How you can do it:

    • We’re the fastest growing start-up company in Canada. Find out why.

    • 268 companies like yours signed up for a free trial yesterday. Start yours now.

    • We helped 500 B2B companies find $18.4 million in missed revenue last year. Get yours now.

    • More people trust AcmeOrthotics with their comfort and health than any other company. Find out why today.


    6. The If/Then Promise



    All Value Propositions are essentially a promise - a promise that you’ll deliver on the value you’re quoting (or, in the case of an enter-to-win, a chance at the value).

    But laying that promise out in the form of ‘if you engage with us, then you’ll get ___’ makes it clear for your audience what they stand to gain.


    Ad Example:


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    This advertisement, from Royal Bank of Canada, promises young graduates ‘real world experience’ and the ability to ‘start [their] career off on the right foot’. And all they have to do is click through to learn more.


    Landing Page Example:


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    How you can do it:

    Find a concrete (and believable) result of your service:

    • The most comfortable pair of shoes

    • A safe workplace

    • A 200% increase in website conversions

    • Graphic designs that get results


    7. The Comparison


    The Comparison Value Proposition works by putting your business in the best light you can, and putting a competitor in a comparatively poor light. This is dangerous territory, unless you can back it up.

    For B2B companies, you’re in a market where you have to constantly convince people you’re doing something different, or better. Kissmetrics does this as well, if not better, than anyone else.


    Ad Example:


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    Landing Page Example:


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    How you can do it:

    • Choose a competitor with a recognizable name - this also serves to make your ad more recognizable

    • Ensure the difference is legitimate, provable and appealing: ‘We have 12 more customers than this business here’ won’t attract at all

    • Follow Kissmetric’s format with ‘Facebook finds your friends: AcmeLove finds your soulmate’


    5 real-world value proposition case studies from brands like yours:


    1. Citycliq (company that provides SEO webpages for small businesses) increased their conversion rates by 90% after experimenting with Value Propositions

    2. West Denmark’s International Airport (Billund) used A/B Testing to identify the best possible Value Proposition for their tax-free shopping tab. Optimizing their Value proposition increased their click-through-rate by 49.85%.

    3. When sports website Sidelines added ‘Follow your favorite Teams’ to their website’s landing page they increased the page’s conversions from 25 to 40%.

    4. When 37signals (a company that develops web-based sharing apps) tested the headline on its pricing page, it found that “30-Day Free Trial on All Accounts” generated 30% more sign-ups than the original “Start a Highrise Account.”

    5. CloudSponge (a company which imports contacts for email marketing) saw a 33% conversion increase by changing their Value Proposition from ‘Discover the Power of a Viral Loop’ to ‘Your users have friends. We have address books.’


    Conclusion


    Hopefully you have a better idea of how Value Propositions work, and how important they are with digital and social media marketing. Remember to only use supportable statistics, claims, and comparisons. It’s not worth the kickback if you promise a 200% CTR increase and deliver a 12%.


    Further reading:


    Is there a particular formula you’ve found works well? Or one you hadn’t thought of? Start the conversation below!


    By James Scherer @Wishpond


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