19 Dec '12, 2pm

The Value Proposition Test: What Is Your Page's Caption?

The Value Proposition Test: What Is Your Page's Caption?

The search ad actually establishes the value proposition. Deliver what was in the ad. Images are very effective at communicating value propositions. Bad images are good at communicating the wrong thing. Use them to draw attention to your call-to-action or to make your value proposition believable. The copy below any image will get read. Make the most of it. Ancillary content can destroy your value proposition. Something as simple as an asterisk can be devastating. Keep it simple. Pick one thing. Just as LaptopBatteryExpress.com focused on shipping, you can win if you pick an audience and nail the message to them. If you must serve many visitors with your page, you have two options: admit that you’re doing it wrong, or use space to help the visitor choose. LegalMatch.com gives visitors three ways to search for lawyers, but give up clarity in the process. Use landing pages, ...

Full article: http://searchengineland.com/the-value-proposition-test-wh...

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