Home / Internet Marketing News / Your Landing Page Needs an Ultimate Reason to Maximize Conversion (Live From MarketingSherpa Summit 2017)

Your Landing Page Needs an Ultimate Reason to Maximize Conversion (Live From MarketingSherpa Summit 2017)

Share

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…

  1. I want it.
  2. I can’t get it (exactly like this) anywhere else
  3. I understand it.
  4. 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

View post on imgur.com

 

|ee9ddbfc346397de285f1600fbd59ab3|

In the example treatment above, we have an ultimate reason in the new copy and design.

The answer to the question for the company in the experiment is: “Because we have the most comprehensive¹  and accurate² lead database.”

1.Includes access to over 210 million U.S. consumers, 14 million U.S. businesses, and 13 million executives.

2.We have a team of 600 researchers that verify the data daily and make over 26 million verification calls a year (80,000 calls a day).

By plugging this reason into the copy, the page achieved a significant result.

The Results

Because of this ultimate reason, the page achieved a 201% increase in leads.

I’m writing this just as we’re finishing up here, and it’s been a packed day. If you’d like to learn more about our training, check out our education menu here.

You might also like:

Value Proposition: A free worksheet to help you win arguments in any meeting

Powerful Value Propositions: How to Optimize this Critical Marketing Element – and Lift Your Results

Customer Value: The 4 essential levels of value propositions

Click Here For Original Source Of The Article

Ads by WOW Trk

About Daniel Rodgers

Daniel Rodgers
A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

Instagram Live Replays, Periscope Super Hearts, Snap Map, and Pinterest Lens Camera Updates

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Erik Fisher and Kim Reynolds, we explore Instagram live replays with Jeff Sieh, Periscope super hearts with Luria [...]

This post Instagram Live Replays, Periscope Super Hearts, Snap Map, and Pinterest Lens Camera Updates first appeared on .
- Your Guide to the Social Media Jungle

Leave a Reply

Your email address will not be published. Required fields are marked *

css.php0