How to Increase Online Advertising Conversions up to 30%

Why should potential customers buy from you instead of your competitor?

This question is at the heart of a good value proposition that can substantially increase your online advertising conversions. A value proposition is a clear statement of the tangible results that a customer will receive from you.

Challenge: Write a 12 word advertisement why people should buy your product or service.

When advertising online, the clarity of your value proposition is critical to click through rates and sales conversions. It is the main reason why people should buy from you, and improving this one on-page element can increase your sales without any additional expense. Considering the importance of this advertising element, it is surprising that so many companies have not given it serious thought, and only provide the same weak claims.

Weak Value Propositions:

• We have the best technology in the industry
• Use our service and you will save more money
• We provide the highest quality product available

Consumers have repeatedly heard or read these types of online advertising claims that don't speak to their real needs. When potential customers see your offer, you only have a brief amount of time to get their attention and make a good first impression.

Better Value Propositions:

• Our technology increases production 21% more than the leading brand
• Save $32 dollars on every service purchased as a premium member
• The quality of our product is backed by a 100% satisfaction guarantee

Be More Specific

Trying to keep value propositions too brief and generic can result in using vague terms that replace a more valuable description of your online advertising offer. General industry descriptions may seem clear to you, but do they convey the most important benefits to your potential customers?

When advertising online, answer the question of why it's important to your customer. Use clear and specific words, numbers, or a percentage when applicable. Replace vague modifiers with quantitative facts to make the value proposition more credible. The more specific your offer is in terms of benefits to the customer, the better.

Key Point: Name at least one benefit that differentiates you from the competition.

Optimizing your value proposition is one critical part of the overall process of maximizing your advertising campaigns. It can provide a competitive advantage keeping you focused on your core advertising message in the constant flow of business changes and customer needs.

A Clear Value Proposition Increases Conversions

Is your online advertising message in sync with your target audience? Does your advertising say what your potential customers want to hear? If not, then you could be missing a prime opportunity to increase click through rates, sales conversions, and revenue. Be sure to optimize your value proposition by focusing the content on your website landing pages to satisfy the specific needs of visitors, while differentiating your offer from the competitors, and using a clear call to action to get started.

About the Author:

Written by Rick Smith at www.10thDegree.com, an online advertising agency, including a division for auto dealer websites