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Sep 04, 2012

Marketing Research Chart: Proven value proposition testing approaches from the marketing trenches

SUMMARY: Testing can be one of the most effective ways to build a value proposition for your product or service. But, where -- and how -- should marketers begin these productive testing campaigns?

We asked marketers who are experienced in value proposition testing to tell us which platforms they trust during this year's Lead Generation Benchmark Study. The results are in this week's chart.
by Jen Doyle, Senior Research Manager

Marketing Research Chart: Top platforms for testing value propositions

Q. Which methods have been the most effective at testing your value proposition? Select up to three responses.

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Click here to see a larger, printable version of this chart

When MarketingSherpa launched this year’s Lead Benchmark Survey, we wanted to learn more about the most effective means of testing value propositions. So, we asked the 31% of survey participants who test their value propositions which methods they found to be most effective.

The clear winner is the landing page. Marketers have a multitude of options when it comes to testing any content on their landing pages, including the value proposition. Possible tests include A/B and multivariate testing, which can reveal the components of the page that generate a higher conversion rate, lower bounce rate and, ultimately, more qualified leads.

Email marketing campaigns were also rated as a highly effective tool for testing value proposition -- perhaps slightly more complex than a landing page test, yet still a viable solution. Where a landing page can be changed quickly to collect new data, once a single email campaign is sent out, no further changes can be made. Marketers must wait until the next blast send to run another test, while simultaneously managing their lists and frequency of messaging.

For additional research data and insights about value proposition testing, download and read the free Executive Summary from MarketingSherpa’s 2012 Lead Generation Benchmark Report or join us to learn more at the Marketing Sherpa Email Summit 2013 in Las Vegas, February 12-15.

Useful links related to this research

Marketing Optimization: 4 steps to discovering your value proposition and boosting conversions

The Boston Globe: An inside look at launching a paid content site

Value Proposition: How to use social media to help discover why customers buy from you via MarketingExperiments Blog

Online Reviews: How to start discovering your value proposition with Yelp via MarketingExperiments Blog

See Also:

Comments about this Chart

Sep 04, 2012 - LaTease Rikard of Photos by LaTease says:
It's not surprising that landing pages and email marketing campaigns generate the most information when discovering customer needs, sales, etc. Positioning a product/service is one of the first steps to knowing what segment to market to and how to market to them. Good research.

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