What it is: one of the factors that affects conversion. In regards to your landing page, it's a statement of what your audience will gain if they complete your call to action.

What it's not: vague. If you want to have a good value propopsition, it will be really specific, outlining the experience and benefits that your audience will receive. (This is going to require knowing your audience's motivation.)

Why we care: Your value proposition is the place on your landing page where you can get the most bang for your buck. A value proposition can make or break a campaign. After all, your audience really wants to know what's in it for them!

This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.