Having a Unique Selling Point (USP) is crucial. Simply put, a unique selling point is a representation of what makes your product or service better than the ones your competitors are offering. When you want to maximize your website conversion, you need to make sure that your unique selling point is clearly and quickly communicated to your visitors.
In case you’re already wondering about your website unique selling point, you may come up with many different ideas. However, most of them won’t work as USPs. And the reason is very simple. Your USP needs to clearly state the value of your offer and the problem that you solve. In other words, a strong unique selling point needs to articulate one specific benefit of your product or service (that none of your competitor’s offer, making you stand out.
When you don’t have a clear USP, your visitors will tend to think that there’s absolutely no difference between your product or service and all the others. So, they end up not knowing which one is the best for them.
One of the things that you need to keep in mind is that new products and services are becoming available every single day. Even though you just can’t stay on top of every launch, you’ll need to be on top of your most important and direct competitors. You need to be able to figure out what’s that one thing about your product or service that makes (or can make) all the difference to your visitors. And this is this little thing that will make them buy from you, over and over again.
You can even look at your unique selling point as the key differentiator, the reason that sets you apart from all the other products or services.
The truth is that business is using many different types of USPs. You may have “free returns” as your USP, or you can define that you will donate a percentage of your sales to a specific charity organization. This can be a great USP as well.
As you can see, USPs can be very different depending on your industry as well as on the products and services you’re selling. Still, they can be divided into three main categories:
#1: Price: Free shipping, special offers, lowest price guaranteed, bulk discounts.
#2: Quality: one of a kind, proprietary manufacturing products, superior craftsmanship, superior ingredients or materials
#3: Service: customer support line, satisfaction guarantees, free returns, 24-hour customer service.
Just like what you usually do when you make a change in your website, you will also need to perform some A/B testing to your Unique Selling Point.