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Mini Case Study: Unique Value Proposition & a 33% Conversion Lift

Posted By Brendan Regan On December 23, 2008 @ 8:08 am In A/B Testing,Conversion Rates,Copywriting,Improving Conversion,Optimization Tactics,Persuasive Copywriting,Website Optimization,case studies | 22 Comments

[1]In case anyone has ever questioned our emphasis on the power of the Unique Value Proposition, we thought we’d publish this brief case study.

Unique Value Proposition [2] (or Unique Campaign Proposition), is a brief, concise statement about what makes your website/business unique, and why customers should buy from you and not your competitors.  It’s been a central part of our Persuasion Architecture methodology from day one.

At our recommendation, our friends over at Accepted.com [3] ran a UVP test on their website.  We worked together to draft a few versions of their UVP, worked with the designer to make it look professional, and ran an A/B/C/D test with three versions of their UVP against the control.  The UVPs expressed the length of time Accepted.com has been helping customers, how much success they’ve had, and the problem that customers are looking to solve.  The control was a stock photo graphic without a UVP statement.

The result?  Sure, you might expect some sort of lift.  How about an over 30% increase in conversion, resulting in tens of thousands of dollars in extra sales?

So if you haven’t sat down and brainstormed your Unique Value Proposition, maybe take 30% of a day and work it out.  Then test it and let us know what happens [4]If the test seems daunting, try crafting a Unique Campaign Proposition and testing it in campaign messaging, assets, and landing pages.


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URL to article: http://www.grokdotcom.com/2008/12/23/mini-case-study-unique-value-proposition-a-33-conversion-lift/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2008/12/accepted.jpg

[2] Unique Value Proposition: http://www.grokdotcom.com/2008/12/05/the-value-of-a-unique-value-proposition/

[3] Accepted.com: http://www.accepted.com/

[4] let us know what happens: #comments

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