According to Investopedia, the term “value proposition” is believed to have first appeared in a McKinsey & Company industry research paper in 1988. It is defined as “clear, simple statement of the benefits, both tangible and intangible, that the company will provide, along with the approximate price it will charge each customer segment for those benefits.” In short, it tells a customer or prospect the reason why a product or service is best suited for a particular customer.
When you look at your website content:
• Does it clearly state what problem or need your offering(s) addresses.
• Is it clear who is the target consumer or user of your product or service?
• Does it differentiate you from your competitors?
There are many demographic and psychographic factors to consider in creating your value proposition, such as age, gender, race, location, income, socioeconomic status, lifestyle, interest, personality, values, beliefs or marital status. The combination of factors can be customized to create profiles or personas of your ideal prospect, which will help with creating effective targeted messaging.
If your site visitor cannot clearly understand your unique “value proposition” and what differentiates you from others in your space, then it can cause them to leave your site.
Here are a couple of links related to Value Propositions and Personas.
Semrush – What Is a Value Proposition
Harvard Business School Online – Creating a Value Proposition
UXPRESSIA – Creating a Persona – A step-by-step Guide
Product School – 4 Steps to Create a User Persona for Product Management