Why Should I Click That Button?

Clearly communicating your value proposition to customers is a critical part of marketing. Marketers should clearly explain why a visitor should sacrifice time, money, or personal information in exchange for their product.

A big challenge for marketers is getting access to a customer’s social networks—the holy grail of information for data-driven marketers.

The Facebook application, Causes.com, does a great job explaining why a customer should take action. They even have a “Why you should connect via Facebook” blurb on the sign-up page that tells you how social sharing furthers causes quicker. That may be a “duh” moment for most marketers, but reminding users of what they can get out of it, both in the short and long-term, is huge.

The screenshot above is the landing page you see after you donate to a cause. The formula is so simple: Action, Value Proposition, Button. Causes tells you exactly how your interaction will help, even down to providing a statistic. It’s that extra step of a calculation (real or fabricated) that catapults this value proposition from a base-double to a homerun.

When it comes to clear communication, go the extra step. Put yourself in the visitor’s position and ask, “What do I get out of it?” Until you can give yourself a worthwhile answer, keep questioning. If you’re interested in checking out the Causes workflow, I recommend donating to help Japan’s Earthquake and Tsunami victims to see an example.

Original Article