Experts Rank Landing Pages Highest for Value Proposition Testing ©

Why should I buy your product or service? A consumer’s perceived answer to that question is your value proposition. It conveys your product’s unique value and ideally presents it as more desirable than any competitor’s product or service. The ultimate goal, of course, is increased sales conversions.

Establishing value to Canadian customers may be based on need as much as worth. Canadian consumers may have limited access to something you can provide for them online, and it’s important to keep that angle in mind when developing your marketing campaigns. To determine if this (or any other marketing angle) will be successful, you have to do some testing.

In their annual Lead Generation Benchmark Study, the folks at Marketing Sherpa asked experts which value propositioning platforms they found to be most effective. Landing pages lead the way for their flexibility and the testing options they provide. E-mail is still considered to be a useful tool in value proposition testing and it can be more precise, but the information it provides is limited by the medium and single use.  The surprise is PPC advertising, which limped in at fourth.

Proven value proposition testing approaches from the marketing trenches

Does your experience reflect these numbers? Please tell us about it in the comments below.


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Digital Business & Marketing Manager at Online Business Canada | Website | + posts

Melody McKinnon's formal education is in business management, which she enhanced with more than 60 certifications revolving around business, marketing, health, general sciences and writing. In over 20 years of working online, she has owned or managed both educational and eCommerce websites.

Melody has worked with many businesses & brands in a multitude of capacities. She can often be found on, and, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.

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We’ve been focusing on landing pages since the early days of Google Adwords. It makes a huge difference in ROI & allows for more thorough testing.


This is a really helpful guide for marketing plans!


How inspiring, I’m going to go work on my landing pages right now.