Conversion rates are all-important to marketers. The more we know about our products and how our audience perceives them, the better we can market these goods and services to increase conversion rates. Unfortunately, many marketers overlook one of the most important adjustable aspects of their products, the unique selling propositions (USPs).
What are Unique Selling Propositions?
USPs are the features and attributes of a product or service that sets it apart from its competition. It’s what makes the iPhone not the Android. It’s what makes a Mac not a PC, it’s what differentiates one product from another and causes a buyer to buy. The unique points of your product or service that you’re selling online should shine through in the product description, giving you a simple and fast way to get the USPs up onto your website.
Testing your Unique Selling Propositions
Of course, this all seems pretty simple if it weren’t for one thing, chances are, you’re not the manufacturer, simply a supplier or point of sale. As an internet marketer, you’re likely going up against tens, hundreds or even thousands of other websites and marketers selling the exact same product or service. That means these marketers are out there looking at the manufacturer’s product description and putting the standard USPs up on their sites.
So now, what you have is an over-saturated market full of non-differentiating sites, all vying for the same customers with nothing more than a small profit margin to work with to sway a conversion. Yes, there is SEO and sales and marketing funnels and a ton of other things that can help you out here, but that’s not the point of this article!
The point here is that a simple test of your USPs and how they are displayed and arranged can make your product or service seem different to a buyer, even if it isn’t.
Steps for Testing and Optimizing your Unique Selling Propositions
Here are simple and easy to follow steps that will allow you to increase your conversions by paying more attention to your USPs.
1. Identify all USPs
First, find all of the USPs of your products and services. These are simply the strong selling points that appeal to consumers. Take careful note not to put your own prejudices in here as not all USPs are of equal importance in the minds and eyes of your audience. They are what matters, not your opinion, so be sure to identify all USPs.
2. Place the USPs in Prominent Positions
Next, start testing the USPs by placing them prominently throughout your site. Mention them on social media and highlight them in the product descriptions. What you are doing here is testing the waters.
3. Track and Monitor Results
Next, be sure you track all of your USP placements to see which ones affect the highest rates of conversions. Some selling points will resonate more with your
demographic than others, these are the USPs you want to continue to highlight.
4. Segment Your Audience
As you keep testing different USPs for your products, you’ll begin to notice that certain USPs work better than others even within your target demographic. For example, you might notice that some trigger words work better with men than with women and among those men, some USPs work better in the 14-26 year old demographic. The more you are able to segment your audience, the better you will be able to reach them with targeted ads that harp on the right USPs.
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