How to Increase Conversions With a High-Performing Digital Value Proposition
There are multiple factors that can have an impact on landing page conversions, but there are only a handful that move the needle significantly.
While it's easy to get lost down the rabbit hole of endlessly fine-tuning fonts, colors and images, there is one variable that's been proven to make the biggest impact. What is it? Your Digital Value Proposition (DVP). Why? Because it influences a user's perception of what they'll get in return for their desired action. It is in its most basic form, the offer.
It may be tempting to spend hours or even days noodling and testing various aspects of your landing pages to improve their performance, but if you're limited on time (which most marketers are), you need to prioritize which variables deserve the most attention. Developing and testing your DVP should be number one on the list.
For inbound marketers, a DVP can determine how successful your lead generation initiatives are. Simply increasing your conversion rate from 1% to 2% will double your leads, which is why optimizing your DVP can have make-or-break impact on any marketing initiatives' success. customers demand more from their website experiences, marketers are striving to build relevant, personal messaging based on online behavior and implied intent.
Pretend you're the head of customer service at your company and you've just come across a sponsored update on LinkedIn promoting an Executive report on Customer Experience Trends. The timing couldn't be more perfect; you have a board meeting next week and some well-founded research would help build your case for a new CRM solution. This report could provide exactly what you need.customers demand more from their website experiences, marketers are striving to build relevant, personal messaging based on online behavior and implied intent.
But when you click on the post, you're taken to a page with a long form that request your name, title, company, URL, number of employees, email address and phone number in order to get the report.
It's at this point where the DVP plays a role in your decision to leave the page or submit your information. You might get what you need for your presentation, but at what cost? It all comes down to whether this feels like a fair trade-off.
Typically, the more meat there is to your offer, the more information you can request from a prospect. But determining the right balance between the ask and give shouldn't be guesswork.
To learn how to develop and test your DVP, download our free eBook, How to Increase Conversions with a High-Performing Digital Value Proposition.