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7 Steps to Discovering Your Essential Value Proposition with Simple A/B Tests

  • Writer: Shefali Sharma
    Shefali Sharma
  • 22 hours ago
  • 2 min read

Crafting a compelling value proposition isn’t about clever wording—it’s about uncovering what your ideal customer truly values. Here's a practical, test-driven framework you can use to get there:


Step 1: Review the Data

Start by mining your existing data:

  • Website analytics

  • CRM and sales data

  • Heatmaps and session recordings

  • Customer feedback and reviews Look for recurring themes in what customers say they want, expect, and value.


Step 2: Identify the Ideal Customer

Who is your highest-value customer?

  • Map behavior patterns across your top-performing segments

  • Build a detailed persona that includes demographics, goals, pain points, and buying triggers


Step 3: Identify Value Categories

Break down how your product or service delivers value:

  • Functional (saves time, improves efficiency)

  • Emotional (makes them feel safe, confident, or inspired)

  • Economic (helps them save or make money)

  • Identity-based (aligns with their values or aspirations)


Step 4: Test the Value Proposition in the Channel

Run simple A/B tests:

  • Headline variations on landing pages

  • Email subject lines focused on different value categories

  • Ad copy emphasizing different benefit angles This helps you determine which value lens resonates best in initial touchpoints.


Step 5: Validate the Value Proposition on Offer Pages

Once you identify what brings people in, test how well that value proposition holds up on product or offer pages:

  • Compare bounce and conversion rates across versions

  • Use message match and consistency to reinforce perceived value


Step 6: Analyze the Results

Go beyond CTRs and conversions:

  • Combine qualitative (session replays, surveys) and quantitative (analytics) data

  • Look for patterns in time-on-page, scroll depth, CTA interaction This helps you understand why certain value propositions work better.


Step 7: Express Your Value Proposition Across Digital Properties

Once validated, make it consistent across:

  • Homepage

  • Product pages

  • Email nurture sequences

  • Paid media campaigns

  • Social bios and posts Keep the message crisp, benefit-oriented, and customer-first.


Your best value prop isn’t what you think sounds great—it’s what your ideal customer feels is most important. Let simple, iterative A/B tests uncover that truth for you.


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