Ahh, the Unique Selling Proposition (USP), that wonderful undertaking of determining what differentiates your company from the rest. Simply put the USP is your differentiation, your uniqueness in the marketplace. Wikipedia gives a pretty good discussion here, albeit ad nauseum. At any rate, here is the basic definition they give, ” A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.”
Mobile Devices Present A Unique Challenge in Presenting USP’s
When dealing with the limited screen space on mobile devices, the information must be presented as highly relevant to your visitor without cluttering up the screen an interfering with the shopping experience. Enter the Unique Selling Proposition (USP) bar. One way to foster trust and put your company’s USP is the use of a USP bar. Unique features about your company can be inserted just below the header. Some things to highlight could be free shipping, 90 day return policy, guarantees, etc. Anything to foster trust and move the sale along.
See in the example below, with the used-phone swapping website, where we tested the hypothesis of adding a USP bar, that orders would subsequently increase.
USP BAR INTERACTIONS
The following table shows below show how often people engaged with the USP’s links underneath the header bar.
Maximum clicks were tracked on the “Paypal Protection” USP followed by “Free Shipping” and “No Junk” respectively.
USP BAR RESULTS – The Good Stuff
As per sessions tracked in Google Analytics (GA), the conversion rate for phones purchase increased by 25%
861 phones were sold in variation whereas only 695 phones were sold in the control (No USP Bar).
21.75% increase in variation for the all the products sold!
Variation has performed much better than control (no USP bar) across all the major screen sizes. (See below)
SUMMARY of USP Bar Test
The USP Bar Test ran from Nov 29th, 2017 through Dec 9th, 2017.
The main goal of running this test was to make user feel confident and motivated to make a purchase.
We succeeded in achieving our goal as the number of visitors moving forward and transactions completed increased in Variation 1.
Changes made in variation must be implemented on the live website, so that everyone sees the winning variation and can lead to uplift in conversion rate.