ONLINE VALUE PROPOSITION

What’s an Online Value Proposition?

An online value proposition is closely related to our brand positioning which answers questions like: who we are, what we offer, which markets do we serve, what makes us different?

In simple terms, a value proposition is a statement of how our product or service will benefit our customer. It clearly defines what we will do for our ideal customer and why we’re better than our competitors.

An adequate online value proposition is a crucial way to maintain visitors in our web and prevent people decide to leave our site. According to ChartBeat, you have between 5 to 30 seconds to hold the attention of a viewer.

 

We need an online value propositions for these reasons…

  • We must be the bests and we need to attract new visitors in the shortest time we can, but there’s only a way: give them a strong online value proposition.
  • A good online value proposition separates our website from our competitors.
  • It helps to provide a focus to marketing efforts to be clear about the purpose of our site.
  • If the proposition is clear, it can be used for facilitate the word-of-mouth and promote the propositions of our company or product.

 

How to create a strong Value Proposition?

  1. Review potential OVPs: unique value propositions are created in two phases: the first one is where we internally decide on the unique benefits of our web site or service, and the second one where we must elaborate a unique message containing the benefit we assure.
  1. Select your target audience: we must know which is our audience and then, create defined personas to find the common needs.
  1. Research your audience: we should ask those personas, what they need and want. It’s important to involved and understand our customers and obtain feedback on early concepts and ideas.
  1. Benchmark OVPs: time to study successful companies of all types and understand their online value proposition. How are they different in the market?
  1. Define your OVP: we should select a main message (headline) and more detailed value messages, but we should think also about images, videos or animations to help engage and entertain. A well designed navigation can define the OVP too.
  1. Communicate OVPs: which messages and channels we will use to communicate OVP’s. OVP’s can be communicated in the search results, in the web, social media, blogs… 
  1. Deliver, review and improve: we must make sure we are in a good position to deliver on our unique value proposition. The Online Value Proposition should reinforce the core brand proposition, and also shows what can a visitor get from your online services that they can’t get from we offline or from competitors.

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OVP example:

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  • What is the company selling?

Online creative courses.

  • What is the benefit of using it?

Learn a new creative skill online on your own time.

  • Who is the target customer for this product or service?

People who want to learn new skills but can’t or don’t want to commit to a physical location.

  • What makes the online offering different from competitors?

Rather than simply saying “learn new skills” or “take online courses” they make it clear that it’s for learning creative skills and in a short period of time. They also use a background video that shows people learning and practicing their newfound skills.

Which are Beroomers OVP’s?

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  • What is the company selling?

Beroomers is a marketplace of student rooms, where people can look for an accommodation and book it on-line, and be in contact with their future roommates.

  • What is the benefit of using it?

Find an ideal home and partners online in the easy and fast conditions.

  • Who is the target customer for this product or service?

Students from 18 to 25 interested in accommodation for a period of time mainly in cities like Madrid, Barcelona, Valencia, London, New York and Boston.

  • What makes the online offering different from competitors?

They use a short headline (find your ideal home), a subheadline (book your housing online and start living your experience!) and a representative image. They also use a clear call to action to book online and they explain easily how the web works. Moreover, the web contains own content that is given in the Beroomers blog too. Finally, there’s an option to receive personalized accommodation.

 

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