What is the goal of testing a web page? Is it to get a lift in conversion or is it to learn something? At JW Enterprises we believe that the goal of web page optimisation tests is learning – this is the most valuable activity we can engage in as digital marketers.

We realise that our clients must get a good ROI from their testing efforts but a lift in conversions is not necessarily the first goal we aim for. Our goal is to design tests that reveal new knowledge about the specific motivations of our clients target market, provide a better understanding of the clients value proposition, and allow us to gain deeper insights into the possible anxieties that customers face when progressing through the clients various sales and marketing funnels.

Web page optimisation can provide a sustained competative advantage in the marketplace through buiness intelligence that is impossible to find in any other way and that is far more valuable than a lift in conversion rates from a single test.

Did you know that for every action that you want a visitor to make whether it is clicking a PPC advert or filling out a form on a website there must be an immediate promise of value that outweighs the percieved cost of that action?

We work with clients to help them to develop primary and secondary value propositions by looking at the appeal, exclusivity and credibility of each specific action. The primary and secondary value propositions must be communicated effectively throughout the entire conversion process. We consistently find that clients can increase conversion rates by 200% or more by improving the way that they communicate their value propositions and like websites themselves value propositions must be tested to get the best results.

These are the three components of a good value proposition:

• Appeal
  How desirable is your value proposition to your ideal prospect?
• Exclusivity
  How unique is your value proposition in the marketplace. Can customers get the same thing elsewhere?
• Credibility
  Your value proposition must be stated in a way that makes it instantly believable.

Here is an example of an ad that does not have a good value proposition:

Get Qualified Online
Interested in getting qualifed
Online? Talk to Quantech
www.quantech.sch.uk

Here is an example of the same ad but with an improved value proposition:

Accredited Online Degrees
Students all ages 18 to 75
Est. in 1999. Over 25k students
www.quantech.sch.uk

In the second example we have been more specific about the age groups, shown that the school is established, and has already helped a lot of students. All these factors add to the credibility right from the outset and will help the conversion process later.

Pay per click advertising is a great way to test value propositions quickly before rolling them out onto web sites, printed brochures etc. Simply by testing various value proposition ideas in different ads to the same audience the winning value proposition can be found quickly and cost effectively.

Once you have found the right value proposition for your business you can then use it to increase conversion rates in email subject lines, on printed materials, and on your website.

At JW Enterprises we continually seek to optimise how we educate our clients about how they can improve conversion rates online through our informative blog posts, educational seminars, and occasional email updates.

Talk to us about Web Page Optimisation

If we can help you by designing a web page optimisation test please give us a call on 0115 9400 899 and we would be delighted to discuss how we can help.