A value proposition is the #1 thing that determines whether people will bother reading more about your product or hit the back button. It’s also the main thing you need to test – if you get it right, it will be a huge boost.

If I could give you only one piece of conversion optimization advice, “test your value proposition” would be it.

The less known your company is, the better value proposition you need. When I reviewed a bunch of websites, the conclusion was that missing or poor value proposition is one of the most common shortcomings.