by Jen Doyle, Senior Research Manager
Marketing Research Chart: Top platforms for testing value propositionsQ. Which methods have been the most effective at testing your value proposition? Select up to three responses.
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 researchMarketing Optimization: 4 steps to discovering your value proposition and boosting conversionsThe Boston Globe: An inside look at launching a paid content siteValue Proposition: How to use social media to help discover why customers buy from you
via MarketingExperiments BlogOnline Reviews: How to start discovering your value proposition with Yelp
via MarketingExperiments Blog