Value Proposition Strength Score
Rate your pricing page headline. Does it clearly explain the value? A weak value prop forces you to lower prices to convert.
Your Statement
Scorecard
Strength: 28/100
Weakest Link
Your lowest score is Urgency. Focus on improving this.
Conversion Impact
Low Potential. Users will bounce or haggle on price.
Pricing Implication
Weak value prop forces you to compete on price (Discounting).
Execution Steps
Paste your headline / value proposition.
Rate it on Clarity (Is it easy to understand?).
Rate Relevance (Does it solve a burning pain?).
Rate Uniqueness (Is it different from competitors?).
Rate Urgency (Why buy now?).
Pro Strategy
- Specifics sell. 'Save 20% in 10 minutes' is better than 'Save money fast'.
- Address the 'Switching Cost'. Your value prop must be 10x better than the status quo to get people to move.
- Test your value prop with the '5 Second Test'. Show it to a stranger for 5 seconds and ask what you do.
Core Concepts
Value Proposition
A concise statement that explains why a customer should choose your product over a competitor or doing nothing.
Clarity Trumps Persuasion
If customers don't understand what you do in 5 seconds, they won't pay for it. Confusion is the #1 killer of conversion.
Differentiation
If your value prop sounds like everyone else ('We offer quality service'), you are a commodity.
What is Value Proposition Strength Score?
This tool applies the MECLABS conversion heuristic (C = 4m + 3v + 2(i-f) - 2a). It simplifies value assessment into 4 core dimensions that directly impact willingness-to-pay.
Best For
- • Writing landing page copy.
- • Creating ad headlines.
- • Pitching investors.
Limitations
- • Self-assessment bias.
- • Does not measure visual design impact.
Alternative Methods
Message Tester
Comparing two variations side-by-side.
Industry Applications
See how this methodology generates real revenue uplift in different sectors.
Dropbox
Explaining cloud storage in 2008.
'Your files, anywhere.' (High Clarity, High Relevance).
Basecamp
Project management software.
'Before Basecamp, projects were scattered.' (High Clarity, High Relevance).
Uber
Replacing taxis.
'Tap a button, get a ride.' (High Clarity, High Convenience).