7. Testing value proposition
One challenge for many web designers is the difficulty in evaluating one's own creations. Frameworks and best practices can help you get objective perspectives on what people expect and value when shopping on mobile. In this chapter we use the LIFT model by Chris Goward along UX research to help you evaluate and test your value proposition.
Value Proposition: Communicate what you offer
Put the best version of your brand out front by testing the value proposition. Make it clear who you are and what you offer to reduce purchase anxiety and make the consumer act.
💡 A/B test placing value propositions above the fold
of people say the number one reason for abandoning carts is surprise delivery costs. Try offering free delivery.*
(*) Source: LivePerson, 2013.
Place offers and discounts above the fold to gauge customer behaviour. Test different types of messaging to see what works best.
• BEFORE •
• AFTER •
growth in conversions when TUI added value proposition above the fold to their mobile site.
💡 A/B test reiterating value proposition throughout the funnel
Remind the visitors throughout the funnel why you are the best company to buy from. On the product page, test placing purchase anxiety reducing statements either at the top or close to the call to action. Also repeat it at the checkout.
Test placing a strong call out like “free shipping” on the homepage.
Reiterate the messaging across the funnel.
All the way to the checkout page.
💡 A/B test designing the mobile experience for different behaviour types
Behaviour types don’t mean that one person is just one type, but they can help you check that your brand is designing and communicating for different ways of cognitive processing. The author Bryan Eisenberg has discussed how decision making can be fast- or slow-paced, logical or emotional, resulting in four behaviour types — spontaneous, competitive, methodical and humanistic. Test and design your mobile experience to cater for these types of customers.
THE SPONTANEOUS CONSUMER:
Emotional and fast-paced
→ They want to live a lifestyle so communicate your brand with images.
→ Will rarely scroll or read long paragraphs of text, so target them in the upper part of the page.
→ They use shortcuts to understand the world, like expensive = good quality, expensive with an offer = good quality for a bargain.
THE COMPETITIVE CONSUMER:
Logical and fast-paced
→ They want to understand what you are selling them quickly.
→ Design for them in the upper part of the page.
→ Keep text to a bare minimum and create clarity in the layout with headers, bullet lists and icons.
→ They want facts and numbers in a clear design.
→ They expect things to work. Make sure your mobile experience is bug free.
THE METHODICAL CONSUMER:
Logical and slow-paced
→ They want to make the right decision.
→ They will scroll your pages and read long text. Dedicate the lower parts of your pages for this detail oriented consumer.
→ They want to compare products, so include a product comparison.
→ They trust experts and will read reviews and articles.
THE HUMANISTIC CONSUMER:
Emotional and slow-paced
→ Appeal to the slow-paced humanistic visitor in the middle or lower part of your pages.
→ They trust their friends’ opinions and are often interested in user reviews. Test using social media influencers that your target audience might relate to.
→ They enjoy images, especially if these images successfully convey human emotion.
→ Can sometimes feel anxious around tech. Include contact information for call centres and customer service to increase confidence.
Learn more about the LIFT Model by Chris Goward in his book "You should test that!"
Exercise: Value proposition
Get together with your team and evaluate your value proposition. Are you communicating what you offer in the best possible way? Include messaging designed to decrease purchase anxiety — like free shipping and returns. Is your design and communication tailored for all four behaviour types? Create personas and go through your page and test adjusting the design for the types you want to target.
Start A/B testing your mobile site today
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