{"id":33578,"date":"2014-01-21T08:00:09","date_gmt":"2014-01-21T08:00:09","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=33578"},"modified":"2014-01-21T09:03:41","modified_gmt":"2014-01-21T09:03:41","slug":"testing-value-propositions","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-value-proposition\/testing-value-propositions\/","title":{"rendered":"Testing Value Propositions for retail sites"},"content":{"rendered":"<h2>A tutorial with examples and ideas of what to test<\/h2>\n<p>Prominently displaying why users should buy from you rather than a competitor is extremely important for any business look to increases online sales, particularly in retail, but it applies across many other sites.<\/p>\n<p>As Bryan Eisenberg, author of <em>Always Be Testing<\/em> can <em>Call To Action<\/em> explains in this punchy clip, testing value propositions can have a massive impact on conversion.<\/p>\n<div class=\"videoWrapper\"><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/ps7bB9-ksMY\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n<p><a title=\"Bryan Eisenberg on Unique Value Propositions \" href=\"http:\/\/www.youtube.com\/watch?feature=player_embedded&amp;v=ps7bB9-ksMY\" target=\"_blank\">Bryan Eisenberg On Unique Value Propositions (1m45s) &gt;&gt;<\/a><\/p>\n<p>As Bryan says:<\/p>\n<blockquote><p><em>\"If you're not doing this, you're wasting your time\"<\/em><\/p><\/blockquote>\n<p>Given this, value propositions are something that I love to test. Smart Insights have covered the\u00a0<a href=\"http:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-value-proposition\/\">importance and examples of value propositions<\/a> in other posts on their hub page, here I'm going to focus on testing, looking at retail Ecommerce examples. \u00a0I will looking at testing and optimisation point of view, starting with a review of value proposition and then looking at specific examples and things that you can test. After reading this postI hope you will be buzzing with ideas that you want to test!<\/p>\n<h2>Types of Proposition<\/h2>\n<p>There are a few different types of proposition message, which should be understood and used in appropriate places.<\/p>\n<h3>UVP - Unique Value Propositions<\/h3>\n<p>This should answer the question 'Why should I buy from you'. Typically this is a short statement explaining what the brand offers that is displayed prominently on the site, often as strap line. This should be distinct from your competitors. Here are a few examples:<\/p>\n<ul>\n<li>ASOS - \"Discover fashion online\"<\/li>\n<li>Naked Wines - \"We are a customer funded wines business\"<\/li>\n<\/ul>\n<h3>USPs - Unique Selling Proposition\u00a0or\u00a0OVP\u00a0- Online Value Proposition<\/h3>\n<p>Your online service USPs are more focused on the shopping experience and what benefits visitors gain from shopping with you. They are often featured under the top navigation, so they feature on every page of the site as the M&amp;S and North Face examples show. For example:<\/p>\n<ul>\n<li>365 Day Returns<\/li>\n<li>The Official Online Store<\/li>\n<li>The UK's largest stockist<\/li>\n<\/ul>\n<h3>UCP - Unique Campaign Proposition<\/h3>\n<p>Campaign propositions tend to be more temporary in nature, highlighting the benefits of a specific campaign. For example:<\/p>\n<ul>\n<li>Get an extra 10% off with code Jan10<\/li>\n<li>Free upgrade to next day delivery this weekend only<\/li>\n<\/ul>\n<h2>\u00a0Key Areas for Proposition Messaging<\/h2>\n<p>In the following sections I will highlight some areas with examples of well placed proposition messaging. Some will seem obvious, but there might be a few that you hadn't considered before.<\/p>\n<h3><\/h3>\n<h3>UVP in Header<\/h3>\n<p>Whether tucked in with your logo or placed alongside it, it is common to see a retailers UVP somewhere in the header section of a website.<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-header.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-33586 aligncenter\" alt=\"Asos Header UVP\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-header-600x127.png\" width=\"600\" height=\"127\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-header-600x127.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-header-150x31.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-header-550x116.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-header-250x52.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-header.png 713w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/dfs-header.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-33588 aligncenter\" alt=\"DFS Header UVP\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/dfs-header.png\" width=\"376\" height=\"141\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/dfs-header.png 376w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/dfs-header-150x56.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/dfs-header-250x93.png 250w\" sizes=\"auto, (max-width: 376px) 100vw, 376px\" \/><\/a><\/p>\n<p>Ideas for testing:<\/p>\n<ul>\n<li>Test adding in a UVP message<\/li>\n<\/ul>\n<h3>USP Bar<\/h3>\n<p>I'm sure you'll all be familiar with seeing proposition messages placed in a bar below the primary navigation. It's an area that I love to A\/B test and I've seen some great results.<\/p>\n<p>In the example below M&amp;S actually have two bar with slightly different types of messaging.<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/tnf-usp-bar.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-33595 aligncenter\" alt=\"The North Face USP bar\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/tnf-usp-bar-600x101.png\" width=\"600\" height=\"101\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/tnf-usp-bar-600x101.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/tnf-usp-bar-150x25.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/tnf-usp-bar-550x93.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/tnf-usp-bar-250x42.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/tnf-usp-bar.png 1026w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/m+s-usp-bar.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-33592 aligncenter\" alt=\"Marks &amp; Spencers USP Bar\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/m+s-usp-bar-600x110.png\" width=\"600\" height=\"110\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/m+s-usp-bar-600x110.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/m+s-usp-bar-150x27.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/m+s-usp-bar-550x101.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/m+s-usp-bar-250x45.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/m+s-usp-bar.png 984w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>Ideas for testing:<\/p>\n<ul>\n<li>Delivery USPs<\/li>\n<li>Secondary UVPs, e.g. Largest UK stockist, Exclusive online products<\/li>\n<li>Include Returns USP message<\/li>\n<li>Test adding UCP messages, e.g. 10% discount with code Jan10<\/li>\n<\/ul>\n<h3>Product Detail Page<\/h3>\n<p>On the product page we often see messages about delivery as this is an important consideration when evaluating the cost of a product and adding up the total cost with delivery. A compelling delivery proposition is likely to stop users from looking for the same product at a better price elsewhere.<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/hof-pdp.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-33589 aligncenter\" alt=\"House of Fraser Product Page\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/hof-pdp-600x449.png\" width=\"600\" height=\"449\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/hof-pdp-600x449.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/hof-pdp-150x112.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/hof-pdp-550x412.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/hof-pdp-250x187.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/hof-pdp.png 1025w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-pdp.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-33587 aligncenter\" alt=\"ASOS Product Page\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-pdp-600x357.png\" width=\"600\" height=\"357\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-pdp-600x357.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-pdp-150x89.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-pdp-550x327.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-pdp-250x148.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/asos-pdp.png 689w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>Ideas for testing:<\/p>\n<ul>\n<li>Delivery USPs near the main price<\/li>\n<li>Delivery USPs near the main CTA<\/li>\n<li>Payment Methods near the primary CTA, e.g. if you have Paypal<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>Basket<\/h3>\n<p>The basket is another key opportunity to persuade people who have chosen items, that they should continue on to checkout. Reducing abandoned carts through persuasive proposition messaging can greatly increase final conversions.<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/jl-basket.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-33590 aligncenter\" alt=\"John Lewis Basket\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/jl-basket-600x471.png\" width=\"600\" height=\"471\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/jl-basket-600x471.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/jl-basket-150x117.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/jl-basket-550x431.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/jl-basket-250x196.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/jl-basket.png 1042w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>Ideas for testing<\/p>\n<ul>\n<li>Test dynamic Free delivery threshold messaging, e.g. Spend \u00a3X for free\/next day delivery<\/li>\n<li>Test 3 for 2 type messages if items added to basket are part of bundle deals.<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>Checkout<\/h3>\n<p>Throughout checkout showing certain messages will reassure customers who may have concerns, for example, messaging about security may reassure users.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-33596 aligncenter\" style=\"font-size: 12px; line-height: 18px;\" alt=\"AO.com Checkout\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/ao-checkout-600x187.png\" width=\"600\" height=\"187\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/ao-checkout-600x187.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/ao-checkout-150x46.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/ao-checkout-550x171.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/ao-checkout-250x78.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/ao-checkout.png 902w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>(from AO.com)<\/p>\n<p>Ideas for testing<\/p>\n<ul>\n<li>Test CTA button wording, e.g. 'Checkout Now' vs 'Checkout Securely'<\/li>\n<li>Test third party security icons, e.g. Norton Secure, Comodo Secure<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>Mega Menu<\/h3>\n<p>One of the advantages of using a full width mega-menu is that there is space to structure the navigation is a clear and transparent way. I have found that it is often possible to add key products or promotions, as well as key proposition messages within the USP bar.<\/p>\n<p>This example from Optical Express highlights a key service, shows that it is free and even includes a call-to-action button.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-33594 aligncenter\" style=\"font-size: 12px; line-height: 18px;\" alt=\"Optical Express Mega Menu\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/optical-express-mega-menu-600x263.png\" width=\"600\" height=\"263\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/optical-express-mega-menu-600x263.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/optical-express-mega-menu-150x65.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/optical-express-mega-menu-550x241.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/optical-express-mega-menu-250x109.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/01\/optical-express-mega-menu.png 1183w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>Ideas for testing:<\/p>\n<ul>\n<li>Test adding a USP bar along the bottom of your full width mega menu<\/li>\n<li>Test dedicating a column to USP messages or key products or services.<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>Mini-bag<\/h3>\n<p>Another area that you might not have considered is the mini-bag. Usually in the top right of the header and available on hover, there could be an opportunity to include a persuasive message here.<\/p>\n<p>One thing I always recommend is to be clear and up-front about delivery charges. If you have free delivery by default or the user has somehow qualified for free delivery based on basket total then including a message notifying the user in the mini-bag can be very influential. Users can see at a glance that they will not be hit with a delivery charge later in the shopping journey.<\/p>\n<p>Ideas for testing:<\/p>\n<ul>\n<li>Test adding a USP message in your mini-bag<\/li>\n<\/ul>\n<h2>The right messages at the right time.<\/h2>\n<p>One thing to be careful of with proposition messaging is including relevant messages at the right time without causing too much distraction or even introducing concerns for users.<\/p>\n<p>For example, in the John Lewis example, we have seen that there are a large number of security messages in the checkout. For John Lewis this might work well due to the confidence in their brand or to deal with known concerns of their target market, but in other examples introducing lots of security messaging can lead users to think about security in a more negative way. You run the risk of raising concerns that they may not have considered without the messaging.<\/p>\n<h2>The Good News: We can test all these messages<\/h2>\n<p>One of the best things about developing new test hypotheses around proposition messaging is that in many cases they can be tested really easily. If you have large traffic volumes you can also run multivariate tests to test a range of variations.<\/p>\n<p>When I plan out a testing schedule I always make sure that I include a number of simple USP copy tests that can be used to fill gaps between tests with more dependency on design &amp; development.<\/p>\n<p>What\u2019s the best proposition test you\u2019ve run? Always on the lookout for interesting examples.<\/p>\n<p>More Background Reading on Smart Insights:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-value-proposition\/online-value-proposition\/\">Creating an online value proposition (OVP) for your site<\/a><\/li>\n<li><a href=\"http:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-value-proposition\/online-value-proposition-examples\/\">Online value proposition examples<\/a><\/li>\n<li><a href=\"http:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-value-proposition\/value-propositions-for-retail-ecommerce-sites\/\">Value Propositions for Ecommerce sites<\/a><\/li>\n<\/ul>\n<div><\/div>\n<div class=\"postauthor\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" style=\"margin-top: 5px; margin-bottom: 5px; margin-left: 6px; margin-right: 10px; border: 2px solid #808080;\" alt=\"\" src=\"http:\/\/www.prwd.co.uk\/wp-content\/uploads\/2013\/11\/IMG_2927.jpg\" width=\"72\" height=\"81\" \/> Thanks to <a href=\"http:\/\/uk.linkedin.com\/in\/matthewpaullacey\">Matt Lacey<\/a> for sharing their advice and opinions in this post. Matt Lacey is Head of Optimisation at <a href=\"http:\/\/www.prwd.co.uk\/\">PRWD<\/a>. You can follow him on <a href=\"https:\/\/twitter.com\/matt_lacey12\">Twitter<\/a> or connect on <a href=\"http:\/\/uk.linkedin.com\/in\/matthewpaullacey\">LinkedIn<\/a>.<\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A tutorial with examples and ideas of what to test Prominently displaying why users should buy from you rather than a competitor is extremely important for any business look to increases online sales, particularly in retail, but it applies across &hellip;..<\/p>\n","protected":false},"author":51075,"featured_media":33590,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[381,393,335],"tags":[731,923],"class_list":["post-33578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-optimisation-strategy","category-ecommerce-strategy","category-online-value-proposition","tag-copywriting","tag-propositions","srace-convert"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Testing Value Propositions for retail sites | Smart Insights<\/title>\n<meta name=\"description\" content=\"Testing value propositions can have a massive impact on conversion and it&#039;s something that I love to test.\" \/>\n<meta name=\"robots\" content=\"index, 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