QUESTION – how do I maximise conversion rates? THOUGHT – demonstrate your value proposition I read with incredulity a recent study reporting that just 22% of businesses in the United States go to the trouble of testing their value proposition. I can only assume that the other 80% use their intuition or piece together research […]

QUESTION – how do I maximise conversion rates? THOUGHT – demonstrate your value proposition I read with incredulity a recent study reporting that just 22% of businesses in the United States go to the trouble of testing their value proposition. I can only assume that the other 80% use their intuition or piece together research on customer needs and wants to establish the optimal value proposition. The best value proposition is, of course, the value proposition that appeals to the primary target market. The best value proposition is rarely the one that works best for the vendor and is very often not the value proposition that appeals most to the business owner or marketing manager – both of whom may or may not be in the primary target market. The importance of the value proposition in marketing is well documented. The merits of testing the short list of options may…