Value Proposition : The Most Important Element of Your Marketing Message

01 August 2018

Adi Young

Written by Adi Young | @adiyoung

Your business’s value proposition is arguably the most important element of your overall marketing messaging.

A value proposition tells prospects why they should do business with you rather than your competitors and makes the benefits of your products or services crystal clear from the outset.

Unfortunately, many businesses either bury their value proposition in buzzwords, meaningless slogans, or don’t bother highlighting it on their website and in their marketing campaigns – or they don’t figure out what it is at all!

In today’s post, l be looking at my favourite business value proposition. I’ll go over what makes it so compelling, some ideas for developing or refining your own value proposition, and things you should bear in mind when incorporating your value proposition into your website and marketing materials. 

CrazyEgg – Website Behavior Tracking at an Unbeatable Price

Figuring out precisely how people are using your website is a major challenge for many businesses. You might think you have a good idea about your users’ behaviour, but without hard, actionable data, you can’t know for certain. That’s where CrazyEgg comes in.



CrazyEgg is an analytical tool that allows users to view heatmaps of how people are interacting with a website. Users can see cursor movements, scroll depth, and all sorts of other cool behavioural tracking features that let them really understand how people are interacting with their website.

However, CrazyEgg is far from the only player in the behavioural tracking space – so what’s the value proposition? That no other service provides more functionality and insight for a better price, with as little hassle, as CrazyEgg does.

The smart folks at CrazyEgg realize that not everyone who visits their website will be familiar with the concept of heatmaps or behavioural tracking, so they provide visitors with a friendly, accessible overview of CrazyEgg’s features to simplify what the product does. 



Their site lists all the things users can do with CrazyEgg, cleverly using active verbs to show visitors how much better their lives will be by using it. This list tempts would-be users with the prospects of making their budgets go farther, advocating for site changes using actionable data, making testing and analytics easier and more efficient, as well as the promise of more conversions and heightened engagement.

It then goes on to highlight the ease of use with which CrazyEgg can be implemented, emphasizing the fact that there is virtually zero technical overhead for using the product, before stating another core aspect of its value proposition, namely that it’s the most fully featured product of its type in its price range.

Clear n Simple!

When you consider the overall flow of this page, it’s very clever indeed. It uses simple, accessible language and poses a question designed to pique users’ interest, before providing a clear overview of what you can do with it, and then seals the deal by highlighting the central elements of the value proposition. Hopefully this great example has given you some ideas of how you can improve or clarify your business’ value proposition. 

You don’t need an immense marketing or design budget to put what makes your business the best front-and-center in your messaging – just a little focus and a moment or two to consider your site from the perspective of your users.

Contact Eight Zero today if your business requires marketing and strategy. 

Find this article helpful? Share it!

About Our Blog

Our blog is free and full of good things to inform, educate and inspire.
Sign-up below to our mailing list to be the first to hear and this great stuff.
Name *
Email *