Feb 6

Submitted by: R. Smith

If I am your potential customer, why should I buy from you instead of your competitor?

This question is at the core of developing a good value proposition for your product or service, and maximizing your online sales conversions. A value proposition is a clear statement of the tangible results that a customer gets from you.

Challenge: Describe in 10 words why people should buy your product or service.

When marketing or advertising online, the clarity of your value proposition is critical to click through rates and sales conversions. It is the main reason why people should buy from you, and improving this one on-page element can increase your sales without any additional expense. Considering the importance of this marketing element, it is surprising that so many companies have not given it serious thought, and only provide the same weak claims.

Examples of Weak Value Proposition Statements:

We have the best technology in the industry

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Use our service and you will save more money

We provide the highest quality product available

People have repeatedly heard or read these types of generic marketing claims that dont speak to their real needs. When potential customers arrive on your business website, you only have a brief amount of time to get their attention and make a good first impression.

Examples of Better Value Proposition Statements:

Our technology increases your output 15% more than the leading brand

Save $28 Dollars on every service purchased as a premium member

The quality of xyz product is backed by our 100% satisfaction guarantee

Specific Value is Better than Generic

Trying to keep value propositions too brief and generic can result in using vague terms that replace a more valuable description of your offer. General industry descriptions may seem clear to you, but do they convey the most important benefits to your potential customers?

When describing your product or service, answer the question of why its important to your customer. Use clear and specific words, numbers, or a percentage when applicable. Replace vague modifiers with quantitative facts to make the value proposition more credible. The more specific your offer is in terms of benefits to the customer, the better.

Key Point: Provide at least one benefit that differentiates you from the competition.

Optimizing your value proposition is one critical part of the overall process of maximizing your online marketing and advertising campaigns. It can provide a competitive advantage keeping you focused on your core marketing message in the constant flow of business changes and customer needs.

A Clear Value Proposition Increases Sales

Is your sales message in sync with your target audience? Does your marketing and advertising say what your potential customers want to hear? If not, then you could be missing a prime opportunity to increase click through rates, sales conversions, and revenue. Be sure to optimize your value proposition by focusing the content on your website landing pages to satisfy the specific needs of visitors, while differentiating your offer from the competitors, and using a clear call to action for them to get started.

About the Author: Wriiten by Rick Smith at

10th Degree Online Marketing


Jazel Automotive SEO



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Feb 4

Submitted by: Merlyn Netto

Over the past year the number of attacks and the occurrence of frauds over the internet have greatly increased. Individuals and organizations need to make sure that their data is secure by establishing practices that minimize risk. This is especially important for ecommerce sites where highly sensitive customer data like email, credit card details and physical address is collected. For both B2B ecommerce users and sites, this is a critical issue as payment and bank details of large organizations are involved, making it imperative that they dont fall into the wrong hands.

There are many actions that an ecommerce store can take to increase safety for customers, as well as protect the store from frauds. The key ones include:

Choose a safe ecommerce platform: An ecommerce solution, like our CIMM2, tends to be safer on two counts the solution vendor sends regular updates/security patches that protect the site.

Setup alerts: Setup an alert system that detects suspicious activity originating from a single IP address or from a single account, like multiple transactions that are disparate and use different credit cards or are destined for varied shipping locations.

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Use IP proxy and geo-location identification services: If you suspect that an IP address may be a proxy server or from an area outside that which you provide your services to, you can usually use proxy identification and geo-location services to confirm your suspicions. You can also employ an Address Verification System (AVS) to aid in this.

Take being PCI DSS compliant seriously: By being Payment Card Industry Data Security Standard (PCI DSS) compliant you are making sure that your store is proactively protecting customer data.

Get the security certifications: Youre sure to have seen sites with SSL certification, which shows https in the URL instead of http. Make sure your site is similarly certified, and if you can, try to get the greater level of certification EV SSL, which shows the green bar beside the URL in addition to using https.

Get rid of useless but sensitive data: All websites tend to store information about their users, and with ecommerce sites this usually includes the customers financial information like bank and credit card verification details. Storing these details for longer than is required creates an information bank that is tempting to attackers. A reasonable amount of time to store such information is the period in which they can return their purchase, or if they participate in a competition, until the results are declared.

Track every order: By tracking every order you can identify and fight chargeback frauds.

In addition, ecommerce stores need to constantly keep educating both their employees as well as customers. On the employee front, the ecommerce store can train them on security best practices and invest in a fraud management service.

On the customer education front, the following are possible:

Using strong passwords: By forcing customers to meet password setting criteria and informing them of its necessity, ecommerce stores can ensure that it is harder for hackers to guess passwords in brute force attacks.

URL checking: By instructing customers that they should always check for the SSL/EV SSL certification of the site when they visit, the ecommerce site can make sure that the customer never lands on a fake duplicate site.

Using verification systems: By teaching the customer to make use of CAPTCHA, two-step verification and other similar security verification methods when making a transaction.

The most important thing an ecommerce store, or any website for that matter, can do is to make sure that it is up to date on the nature of security threats on the internet, both to itself and its users. www.unilogcorp.com

About the Author: Merlyn Netto is a technical consultant at Unilog Corp. He writes articles on topics related to B2B eCommerce Software.




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