Marketing Atlas
한국어
% Conversion optimization

Value proposition test

가치 제안 테스트

Test which benefit leads for each audience segment.

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html
<div class="messages"><div class="headline" id="headline">SAVE AN HOUR A DAY</div><div class="audiences"><div><span>SOLO</span><i id="solo"></i></div><div><span>TEAM</span><i id="team"></i></div></div><small id="choice">MESSAGE A</small></div>
css
.messages{width:min(83%,460px);font:800 clamp(10px,max(1.8vmin,1vw),15px)/1.15 sans-serif}.headline{background:var(--fg);color:var(--bg);padding:clamp(10px,3vmin,25px);text-align:center;font-size:clamp(14px,3.4vmin,28px)}.audiences{display:grid;grid-template-columns:1fr 1fr;gap:clamp(8px,2vmin,18px);margin-top:13px}.audiences div{display:grid;gap:5px}.audiences span{color:var(--muted)}.audiences i{display:block;height:clamp(17px,4vmin,33px);background:var(--accent);transition:width .45s}.messages small{display:block;text-align:right;color:var(--accent);margin-top:7px}small{font-size:max(.833em,10px,1vw)}
js
let a=true;const h=document.querySelector('#headline'),s=document.querySelector('#solo'),t=document.querySelector('#team'),c=document.querySelector('#choice');function draw(){h.textContent=a?'SAVE AN HOUR A DAY':'KEEP YOUR TEAM IN SYNC';s.style.width=a?'82%':'39%';t.style.width=a?'44%':'77%';c.textContent=a?'MESSAGE A':'MESSAGE B';a=!a}draw();setInterval(draw,2100);
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Landing page optimization랜딩페이지 최적화

Align the ad promise, page message, and next action.

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A/B testingA/B 테스트

Randomly assign two versions to compare their effect on conversion.

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CTA copy testCTA 문구 테스트

Compare whether button copy makes the next step clear.

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Heatmap analysis클릭 히트맵 분석

Find click clusters and important elements that receive no attention.

A value proposition test compares which benefit should lead a product message. Instead of listing features, state the customer's problem and the outcome offered.

The demo shows two audience segments responding differently to time-saving and collaboration messages. In a real test, hold design and acquisition conditions constant.

The overall winner may not suit every customer. Predefine segments and avoid overreacting to small-sample differences.

When to use

Use it when the team disagrees about the leading message on a page.

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