A quick test to check why people drop off your website. Check your value proposition.

Growth marketing is about using the right tools to run quick experiments. As we already discussed, what tools we can use to boost marketing strategy - the next logical step would be to set up and run the first experiment together.

You might be surprised by the fact that one of the main reasons for site traffic dropping is the lack of a clear value proposition. In other words, you must clearly communicate what your business is about and what problem it solves for users.

Together, we will run a quick test to see if your value proposition is clear and catchy. In addition, we will formulate a new one and compare which one performs better. It may sound intense, but with the right tools, it will take you just five minutes.

This experiment is pretty simple to conduct, though it has the power to find out whether your potential clients understand what your business is about and what special offering it can provide.

It is important to mention that this experiment suits every type of business: whether it is B2B, B2C, or SaaS.

To run this quick experiment we are going to use the already mentioned tools: Copy.ai and UsabilityHub.

I am sure I got you hooked so keep on reading :)

Setting up your experiment:

We will conduct this experiment for the Canva company. Let's imagine for a second that we all work there. Canva enters a new market; therefore, we want to make sure that all users who visit the site understand what this company offers and what makes it unique.

How can we do it?

1. Make a screenshot of your landing page or home page:

2. Register on the Usability Hub (buy credits if needed).

3. Set up the test:

• Choose a device type.

• Upload your screenshot.

• In the "Follow up questions" section, add these questions: "What this business is about?" and "What makes it special?" Make sure to toggle them as a required option to answer.

• On the left side press "Save and continue."

• Select if you would like to test it within UsabilityHub Panel or your audience. (In this case, we chose the UsabilityHub panel.)

• Choose the number of participants. I recommend you to choose 10 since it is a perfect number to get an exact result without wasting money and repetition.

• There is also an option to set up targeting by country, age, gender, education, etc.

• Press "Submit order."

• Wait between 5 to 10 minutes to get the results.

What happens next?

After having the results at hand, let's look at the numbers. We got 7 correct answers to the question: "What the business is about?"; and only 4 correct answers to the question: "What makes it unique?".

Hence, if we calculate the comprehension ratio, it would be 0.7 (7 out of 10) for the first question, and 0.4 (4 out of 10) for the second one.

The second score indicates that the current value proposition on the website is not very clear to people.

Therefore, we want to think of a different one and run another 5-second test to achieve better results.

To come up with a new value proposition, we are going to use Copy.ai. There we can select a value proposition on the left side, insert our current slogan, and press "Create."

And voila! This is what we get with just one click:

I like the fourth option, so I want to run another five-second test to see if we get better results with the new slogan. This is how to do it.

The good news here is that to change the text on the website, you do not need a help of a programmer or Photoshop. To do so we need to open dev tools. But please do not run away yet!:)

It is pretty simple! You need to highlight the area you want to change: right-click on the object and select “Inspect.” It will open the Dev Tools panel in Chrome.

Then it will open the console with the highlighted code of our slogan:

All we need to do after is to replace the old test with the new ones into the brackets, like this:

When you insert a new copy into the code, it automatically shows up on the page.

Finally, our page with updated value propositions is ready for a new screenshot! No coding, no developers, no photoshop!

Since our screenshot is ready, we can run another five-second test to see which copy performs better. Thanks to Copy.ai, UsabilityHub, and the developer tool you can run experiments within just a few minutes.

Also, you can do the same experiment not just for your copy, but also for your picture or design!

Conclusion

This experiment demonstrates how your business is seen by your potential clients. It is important to run this health check of your brand to make sure you communicate your value proposition clearly and effectively.