What Is A Value Proposition?

We cover what a value proposition is, best practices, some examples, and how to implement one on your form.


Are these just marketing buzzwords or can they actually help you reach your customers? Value propositions can seem nebulous but if they are done right, they lead to conversions. Whether you are a seasoned digital marketer or new to the field, this guide will help show you how to write a value proposition.

What is a Value Proposition?

First, we need a good working value proposition definition. Put simply, it is a promise that your business intends to deliver. It usually includes a headline and two to three descriptive sentences.

A Good Value Prop Will:

  • Clearly define what a customer should expect to gain
  • Meet your specific customer’s need or solve their problem
  • Convince a customer to purchase your product or service
  • Differentiate you from the competition
  • Be easy to read and understand:

It is NOT:

  • A slogan
  • A call-to-action

What is a Value Proposition for an Online Form?

Online forms are a key place for value props but they are often overlooked. You must include a value proposition—a benefit they will receive—if you want someone to take the time to complete your form. Since online forms lead directly to a conversation with a customer, they are an important part of any marketing plan.

Benefits to submitting your form include:

  • Customer service (contact form)
  • Completion of purchase (order form)
  • Sharing an opinion (survey)
  • Participation (event registration)
  • A chance to win a prize (contest)
  • Feelings of altruism (donation)

What are Some Value Proposition Examples?

Different forms require different value props. Here is a brief value proposition template so you can launch your forms more effectively.

  • Contact form value proposition: We’d love to help you/Talk to us
  • Order form value proposition: Buy now/Free shipping and free returns
  • Survey value proposition: What do you think of [product]?/Vote on [new idea]
  • Event registration value proposition: Join us [at event]/Be a part of [your event]
  • Contest value proposition: Win a [prize]/Get a free [giveaway]
  • Donation form value proposition: Help us find a cure/Give now

Best Practices for Increased Submissions

The whole purpose of online forms is to capture data. The only way to capture data is for users to submit the form. To motivate your customers to click that submit button, use these best practices.

  • Offer a clear benefit. That’s your value proposition statement!
  • Put your form in a good location. Many marketers rely on above-the-fold placement of forms, but test its positioning to see if a below-the-fold form works better for you.
  • Make it easy to submit. Forms should be simple to fill out. Try smart or responsive form features for a customized experience.
  • Support with social. Take advantage of your social media accounts to promote your forms.
  • Include a customized call to action. Your submit button doesn’t have to say “submit.” Instead, use a clear CTA that communicates your value proposition.

What is the Value of a Good Value Proposition?

After all this talk, what is in it for you? For a start, a clear value prop leads to increased conversions. Every audience is unique, so test different value propositions to see how your customers respond. When your customers understand what you are offering, they are more likely to sign up. Communicate clear benefits to your customers to increase conversions.

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