What is Unique Value Proposition (UVP)?
A potential customer’s reluctance to engage with your product or service can be alleviated by providing a good statement distinguishing how you differ from competitors. The gap between what a prospective customer values as a UVP and the current state of the service could mislead them or drive them away. In conversion rate optimization, as it relates to UVP, your unique proposition should be comprehensible as soon as possible after the page loads, and within 5 seconds at best, by using headlines, visuals, and words that focus on advantages. A well-crafted UVP will define brand perception while reducing the bounce rate and clearly highlight reasons to engage.
Some more examples include an all-encompassing retailer stating, ‘Get free next-day delivery on all orders’, automatic marketing services professing, ‘All-in-one marketing automation at half the price of competitors’, or consultancies saying, ‘ROI guaranteed within 90 days’.
Related terms: value proposition, differentiation, and conversion rate optimization