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How to analyze a value proposition example?

The title of this article is a good value proposition example to the users reading this blog because it describes the thing or information that is of value to the user. It is very important for the conversion rate of a landing page for many reasons. 

First of all, it will be the first thing the user reads on your page, therefore it needs to resonate with your users. Another reason is the way you are displayed in the Google search results because a bad value proposition will attract a lot less traffic to your website. Finally, it describes the benefits of your product or service to the user and differentiates yourself from the competition.

This article will discuss what a value proposition is, so you can quickly identify these on any website. It will also discuss why and when you should test a value proposition. Furthermore, this article describes why to look at example value propositions and how to score them for your website.

What is a value proposition?

For getting a grasp on this hyped marketing term we look at three different definitions because this helps us see what websites actually have a value proposition instead of a random headline.

”A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value (benefit) will be delivered, experienced, and acquired.” – Wikipedia 2020

Source: https://en.m.wikipedia.org/wiki/Value_proposition

The key takeaway here is that a value proposition is given as a promise of value to the users and can also be defined from the user’s perspective. This promise must coincide with the customer’s belief about how value is delivered to him or her.

”A value proposition refers to the value a company promises to deliver to customers should they choose to buy their product. A value proposition is also a declaration of intent or a statement that introduces a company’s brand to consumers by telling them what the company stands for, how it operates, and why it deserves their business.”

Source: https://www.investopedia.com/terms/v/valueproposition.asp

This one is quite similar because it describes a promise that is delivered to a customer. However, this one also states that a value proposition is what the company stands for, how it operates, and why it deserves its business.

”In its simplest terms, a value proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the problem you solve, and why you’re distinctly better than the alternatives.”

Source: https://www.forbes.com/sites/michaelskok/2013/06/14/4-steps-to-building-a-compelling-value-proposition/#5b48a0e74695

Similarly to the previous one, this describes the benefits you promise to the user. What stands out here is the part where the value proposition is unique because it can set you apart from the competition.


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Why look at example value propositions?

Why should you even bother looking at example value propositions if you can spend time analyzing your own website? I think this can be very valuable because you can see what kind of value propositions are best practices on the biggest website. These examples can also be of value for the reason that it can be used as an inspiration for your own value propositions. Finally, these examples can give you the ability to look more critically at your own value propositions.

How to score a value proposition?

When I look at value propositions I use multiple factors to judge them because that gives me a first look at their performance and possible improvements. I look at the following five factors:

Length

How long is the value proposition? When checking the value proposition make sure it’s not too long because most users will not read them if it feels like a paragraph.

Promise

Does the value proposition promise the product or services, benefit? If the headline doesn’t promise anything to the user then it’s technically not a value proposition.

Unique

Is the value proposition unique within the market segment? If they have the same or similar value proposition as the competitor they will probably not stand out because they lack a unique selling point. This one is will require some knowledge of your competitors so I will just score these based on my own experience. I recommend doing some market research on your own value propositions.

Location

Is their value proposition above the fold on every device or visible within the first 5 seconds of entering a page? A lot of users will leave a page within 5 seconds of entering because they lose interest fast. The value proposition needs to capture these visitors to dive deeper into your website. Hence the importance of the location of the value proposition on your website.

Easy to understand

The value proposition needs to be easy to understand for all the visitors on your website because the majority of users will not stop the think about what your value proposition actually means. Make sure you are not using “profession” language and check for proper grammar and spelling.

Examples of value propositions

I will use these factors the look at and analyze value propositions of big brands to give you a feel for the process and some insight into best practices.

Value proposition example #1: Nike

Nike landing page value proposition example
Nike landing page – 2020
FactorsScore
Length1
Promise1
Unique1
Location1
Easy to understand1
Total5

Nike obviously has a lot of experience in writing value propositions because that’s a big factor in building a luxury brand. I feel like this value proposition could also be used for cappuccino and beer but that’s irrelevant. Five points go to Nike!

Value proposition example #2: Adidas

Adidas landing page
Adidas landing page – 2020
FactorsScore
Length0
Promise1
Unique1
Location1
Easy to understand0
Total3

Adidas gets no points for length because the first headline doesn’t tell me anything. It’s only clear to me when reading the subtitle, as a result, I don’t find it easy to understand either. That’s why I gave three points for Adidas.

Value proposition example #3: Apple

Apple landing page value proposition example
Apple landing page – 2020
FactorsScore
Length1
Promise1
Unique0
Location1
Easy to understand1
Total4

I feel slightly biased on this one because I owned an iPhone SE for this exact reason as a student. I also used for my job for testing designs due to it being one of the smallest screens out there. I don’t find the value proposition unique because being relatively “affordable” is used by most companies. In contrast tough, having one of the most luxurious brands being affordable in the smartphone industry is fairly unique. I don’t think that’s enough tough so it gets 4 points in total.

Value proposition example #4: Epson

Epson landing page
Epson landing page – 2020
FactorsScore
Length0
Promise1
Unique1
Location1
Easy to understand1
Total4

The value proposition feels rather long to me because it holds two promises for the user. You can save 70% on ink costs and never run out of ink again, maybe it would have been better if they just made a single promise. On the contrary, they do feel rather similar and play into each other. This is something I would set up a test for because it’s easy to set up and could give some interesting results.

Value proposition example #5: Tesla

Tesla landing page value proposition example
Tesla landing page – 2020
FactorsScore
Length1
Promise1
Unique0
Location1
Easy to understand1
Total4

Tesla does a great job with its value proposition because it meets all the criteria. This futuristic car company only displays what needed and makes strengthens it with a really slick image of the product. I am not giving any points for unique because Tesla’s unique work in the automotive industry isn’t emphasized in its value proposition on the homepage.

Value proposition example #6: Samsung

Samsung landing page
Samsung landing page – 2020
FactorsScore
Length1
Promise1
Unique0
Location0
Easy to understand0
Total2

What is it with big companies that they are so arrogant to just input the name of a new product and expect every customer to resonate with that? People can interpret this headline in different ways because it could be a new phone or a random existing series. I have no idea why I should look at this phone and most people can’t be asked to click “learn more”. The mobile version doesn’t even show a picture of the phone so this one scores fairly low.

Value proposition example #7: Louis Vuitton

Louis Vuitton landing page value proposition example
Louis Vuitton landing page – 2020
FactorsScore
Length1
Promise1
Unique1
Location1
Easy to understand0
Total4

I can’t say I own a Louis Vuitton bag and will probably never buy one in the future but their branding is on point. A short headline referring to the products with “monograms” is enough to get people curious within their target group to click shop now. I don’t think it is easy to understand for most people tough because before clicking I don’t know what kind of products I am going to be looking at. Do they mean products with monograms on them?

Value proposition example #8: Mercedes-Benz

Mercedes-Benz landing page
Mercedes-Benz landing page – 2020
FactorsScore
Length1
Promise1
Unique0
Location1
Easy to understand1
Total4

I like this one because it’s relevant within the corona crisis and in the automotive industry in general. In a couple of words, the company promises safety for everything that is connected to its brand, including workers and customers. It’s easy to understand and strengthened by showing a car in the garage which could symbolize staying at home and being safe. I don’t think it’s fairly unique tough because most companies are preaching similar value propositions during the corona crisis.

Value proposition example #9: Intel

Intel landing page value proposition example
Intel landing page – 2020
FactorsScore
Length0
Promise1
Unique1
Location1
Easy to understand1
Total4

The length of Intel’s power of 10 value proposition is very long considering you need to read the subtitle to understand what their promise is. I still think it’s easy to understand because some of the technical terms they use in their subtitle are written for their target group. Most people that are browsing the Intel website will probably know something about computer processors.

Value proposition example #10: BMW

BMW landing page
BMW landing page – 2020
FactorsScore
Length1
Promise1
Unique1
Location1
Easy to understand1
Total5

If you care to have the furthers shining headlights you will probably be interested in a BMW because their value proposition promises this fact. I think this is one of the better value propositions I have seen so far. Compared to Tesla’s home page, I now know one of the unique selling points of BMW instantly. Perfect score for BMW.

Value proposition example #11: Gucci

Gucci landing page value proposition example
Gucci landing page – 2020
FactorsScore
Length1
Promise1
Unique0
Location1
Easy to understand1
Total4

Gucci’s value proposition feels rather slim to me because they only emphasize that they sell exclusive sunglasses. The image that supports this statement strengthens this exclusive and unique look of their sunglasses. Big brands use images to simplify their message because most people already know what they are selling. The message itself I find fairly hollow and can be used by any sunglass retailer.

Value proposition example #12: Gillette

Gillette landing page
Gillette landing page – 2020
FactorsScore
Length1
Promise1
Unique0
Location1
Easy to understand1
Total4

In this example, I find the subtitle more persuasive than the headline because it shows their promise and the problem they are solving. The length is short and to the point, easy to understand and on the homepage. Hence the reason I am giving a score of 4 to Gilette.

Value proposition example #13: Siemens

Siemens landing page value proposition example
Siemens landing page – 2020
FactorsScore
Length1
Promise1
Unique1
Location1
Easy to understand0
Total4

The value proposition of Siemens on its homepage promises a secure organization. They have a fairly unique value proposition in the Cybersecurity branch because they emphasize a holistic approach. It’s immediately on the homepage and strengthened by an infographic. I don’t think it’s easy to understand because the first sentence confuses me. An organization secure for purpose doesn’t ring a bell to me.

Value proposition example #14: Zara

Zara landing page
Zara landing page – 2020
FactorsScore
Length1
Promise0
Unique1
Location1
Easy to understand0
Total3

Where is the company logo? Most customers would have no idea that this was Zara if I didn’t specify it here. The value proposition is short so that’s good but I have no clue what it’s about. Hence I am giving zero points for the promise and why I think it’s not easy to understand. When I google SS20 I am getting pictures of military vehicles. It’s definitely unique tough with its vague headline and eye-catching image.

Value proposition example #15: Ford

Ford landing page value proposition example
Ford landing page – 2020
FactorsScore
Length1
Promise1
Unique1
Location1
Easy to understand1
Total5

Ford aces its value proposition with its catchy “build to lend a hand”. It short and promises a car that can help you help other people. To me, it sounds fairly unique and it’s immediately at the top of the screen. Their image of the car surrounded by a family also suggests this is their target group.

Value proposition example #16: H&M

H&M landing page
H&M landing page – 2020
FactorsScore
Length1
Promise1
Unique0
Location0
Easy to understand1
Total3

The H&M value proposition is short and promises “Sweet cotton looks for everyday flair”. I feel like I have seen lemon themed clothing for ages so I don’t think it’s fairly unique but definitely easy to understand. The location gets no points because it’s shown very small and at the bottom of the page. Some users will probably not even notice the headline because of the big purple banner.

FactorsScore
Length1
Promise1
Unique0
Location1
Easy to understand1
Total4

Conclusion

I can keep going at this indefinitely but that’s beside the point. I noticed while scoring these value propositions that the factors I defined might not always be the best for every company. When trying to optimize and define the value proposition for your company it’s important to create your own factors that u can use. Feel free to use these ones as a baseline and add and remove to your liking.

It really depends on the goals and branding of your company. There is no easy and quick template to create value propositions for your company and should not be taken lightly because of the impact it can have on your conversion rate. If you have value propositions that are constantly changing because of different campaigns you probably have no use for testing specific headlines. Maby it’s more interesting for you to define different sets of factors and test the performance of value propositions based on these factors.

I wish you the best of luck with creating and optimizing your headline and hope it will give you the conversion increase you are hoping for. If you want to start testing value propositions with Google Optimize check out my other guide: How to use the Google Optimize a b testing tool?

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