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A value proposition is often the last thing e business owners want to work on, mainly because they assume that their stores uniqueness is abundantly clear.

Opening your own ecommerce store bring along with it a swarm of challenges; inventory, SEO, shipping, order fulfillment, getting traffic and site design to name a few. Frequently an aspect that gets put on the backburner is your unique selling proposition or a way to differentiate your store from the millions of other stores online.

Your unique selling proposition tells your ideal customers exactly why they should buy from you over your competitor. Trust me when I tell you that if you cannot express the answer to this question in a simple sentence your visitors are most likely to miss it entirely.

There are 5 reasons a clear and unique selling proposition will help you make more money with your web store.

• A value proposition reassures your niche customers and visitors they are in the right place.

• A clear and unique value proposition creates more sales by increasing visitor trust and reducing buyer anxiety.
  

• A value statement distinguishes your online store from other internet marketplaces and helps people remember your website.

• Your unique selling proposition allows you to charge for value over volume.

• A unique value statement gives you additional SEO opportunities using keyword phrases for higher natural ranking.

Having a clearly stated and visible value proposition reassures your target market they are in the right place.

This allows your customers and visitors to instantly recognize that they are in the right place to get what they want and you are just the store to give it to them. In a digital world you only have seconds to grab your visitors’ attention. Remember they come to your web store with only one question on their minds “Am I in the right place?” Take this chance to assure them your ecommerce store is indeed their ultimate destination.

Creating a clear and unique value proposition can bring you more sales because it creates a personal connection with your visitor especially when it matches their search expectations. This in turn increases their willingness to trust you and take the next step towards a purchase. Your value proposition can also reduce website visitor anxiety by reassuring them in the form of guarantees or return policies. Increase buyer trust and reduce anxiety for higher conversions and online sales.

A simple headline sharing your unique value proposition can help distinguish your online store from other web stores in a similar market. This is critical for getting return visits and helps people spread the word about what you offer virally. It’s much easier to remember being told about an online store specializing in handmade greeting cards featuring portraits of basset hounds that supports basset rescue groups than a cool greeting card site with pictures of dogs. A clear and easily remembered value proposition helps distinguish your online store in a virtual sea of websites.

Your online store runs the risk of becoming invisible

Without a written value statement that speaks to your targeted customers you run the risk of becoming one of many stores selling the “same thing.” Even if your products are unique, (like handmade greeting cards) their value is measured against all the other cards that are available and the prices the charge. On the internet this is a huge list of competitors. Your unique selling proposition allows you establish a baseline of value and price accordingly. Without a clearly stated value statement you are left competing solely on providing a bigger selection and offering the lowest price.

A unique value statement gives you additional SEO opportunities to use longer 4- 5 word phrases as keywords. These descriptive phrases attract your specific target customer and allow you to rank higher naturally. Look at your Value statement and see what unique phrases match the terms your potential customers use to search for you. You can also create unique selling statements for individual products or categories or use graphics to share the message. The trend is clear, people are now entering your website on pages other than the home page, so make sure your customers know they are in the right place with a clear value proposition on every page of your site.

It’s time to get clear about how your web store is different

Crafting a simple, easily understood value proposition takes time, talent and a clear understanding of what your target market wants. Start by writing down the answer to this million dollar question posed by the scientists at Marketing Experiments “Why should your ideal customer buy from you over your nearest competitor?” If the answer seems illusive, or becomes a list of features, start by writing a short list of emotional reasons your existing visitors already buy from you. If you are still stuck call up a dozen of your best customers and ask them to describe how your ecommerce store is distinctive.

Don’t let this simple conversion tool stay lost because the internet is gigantic and your customers are an impatient bunch.

Get into the head of your ideal customer with a value proposition that connects instantly

If you haven’t signed up for a Marketing Experiments web clinic, led by the handsome and brilliant Dr. Flint McGlaughin then RUN don’t dawdle over and sign up.