Creating A Strong Ecommerce Value Proposition

🔮 Four Levels Of Customer Understanding (https://lnkd.in/eQz36wFw), how to think of underlying reasons for user behavior, hidden motivations, root causes and the different layers of reality that are often overlooked in product design — from what people say to what they think or feel to what they actually do to reasons why they do it. By Hannah Shamji and Helio. 🤔 What people do, say, think and feel are often different. 🚫 Assumptions and hunches rely on most obvious reasons. ✅ But most obvious reasons rarely paint the full picture. ✅ People don’t always cancel because they actually want to. ✅ Pricing is never the only reason why people don’t buy. 🤔 Customers often don’t realize why they made a decision. ✅ We built understanding by studying 4 levels of reality. ✅ Level 1: “What we tell others”, unreliable, opinions, hearsay. ✅ Level 2: “What we tell ourselves”, interviews, debrief, surveys. ✅ Level 3: “What we actually do”, task analysis, observation. ✅ Level 4: “Why we do it”, task walkthroughs, context, interviews. Level 1 is most unreliable, and barely brings good insights. Often people imagine and say things that don’t necessarily represent real reasons for their behavior. They rather explain behavior through the lens of how a customer perceives it, or wants it to be perceived. The real magic happens on higher levels. But they require right questions, interviews and observations and, most importantly, user’s trust. So ask people to walk you through their daily routine. Explain to you where your product fits in their life. Observe how they complete their tasks in their environment. Study where they lose time, repeat actions, hover but don’t click, or click and then go back. Don’t ask them to speak loudly. Pay attention to when they scratch their neck, or raise their eyebrows. Smile, or laugh, or look worried. Many companies speak about “validation”. Yet validation often means accepting and confirming existing assumptions. As Hannah Shamji writes, instead, we should diagnose existing behavior without any preconceived notions or affiliations. So don’t validate — research instead. The hardest part is understanding customer’s real motivations — and the only way to get there is by building a sincere, honest and trustworthy relationship that feels right and that customers can wholeheartedly engage in. Once your customers really care and want to help, getting to real understanding will be much easier. Useful resources: 60 Ways To Understand User Needs, by David Travis https://lnkd.in/eUXJqX6B How To Avoid Bias In UX Research, via Sundar Subramanian https://lnkd.in/ewJt2kF2 People Don’t Always Cancel Because They Want To, by Emily Anderson https://lnkd.in/eMXZWiyT [continues below]

Stop making people think. It’s costing you money. Most brands overcomplicate their message. They use clever headlines. Fancy metaphors. Internal lingo. And in doing so, they accidentally force customers to think. Bad move. Your audience is lazy, busy and frankly they do not give a flying fudge about you. They will not decipher your offering. Decision fatigue is real. Overstimulation is even more so. And the more mental energy they need to spend figuring out what you do…the less likely they are to say yes. I saw this written on the back of a rental track once: “This holds a queen-size bed.” That’s it. Clear. Obvious. Zero guesswork. Or even better the famous: “1000 songs in your pocket” from the first iPod. Now compare that to the average B2B website: “Empowering scalable ecosystems through collaborative digital transformation.” Or with the average 2025 startup: “They Ai driven XYZ..” What does that even mean? I’ve read it three times and I’m still not sure what’s in for me. The truth is, the brands that win are the ones that remove friction. Not add it. They say: 🧠 This is for headaches 💇♂️ This helps you grow hair 📦 This holds a queen-size bed You’re not dumbing things down, you’re removing the friction to say yes.. Here’s a simple example I love: A B2B payments startup increased conversions by 40% with just four words: “Vendors get paid faster.” Why? Because CFOs don’t care about “automated AP workflows.” Not dashboards. Not integrations. Just: Will this stop angry emails from suppliers? So here’s your challenge: - Go look at your homepage. - Read your tagline. - Look at your product descriptions. Are you communicating or are you confusing? Because clarity doesn't just sell better, it builds trust faster. Do not make them think, make them say “Hell Yeah!”

A lack of clarity is the biggest marketing error. When a campaign fails, it often looks like a creative problem. In reality, it’s usually a clarity problem. Years ago, I launched a big-budget campaign for a waterproofing brand , backed by a top celebrity. Everyone expected results. But by week three, it was clear: we were failing. Why? We had focused too much on celebrity-led storytelling and not enough on message clarity and comprehension. The core benefit wasn’t coming through. Consumers saw the ad, remembered the face, but didn’t understand what we were asking them to do, or why they needed us. In categories like waterproofing, if you’re not crystal clear, you’re not understood. And when consumers are confused, they simply move on. It was a hard but valuable lesson: 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀𝗻’𝘁 𝗮𝗯𝗼𝘂𝘁 𝗺𝗮𝗸𝗶𝗻𝗴 𝗻𝗼𝗶𝘀𝗲. 𝗜𝘁’𝘀 𝗮𝗯𝗼𝘂𝘁 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗶𝗻𝗴 𝗰𝗹𝗮𝗿𝗶𝘁𝘆 𝗮𝘁 𝗲𝘃𝗲𝗿𝘆 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁. Since then, this has become a non-negotiable principle in my work: Brand-building isn’t just about bold ideas. It’s about stewardship. Before chasing attention, I ask every marketer in my team one question: What are we really promising, and are we delivering that promise clearly, consistently, and everywhere? Because the reality is simple: If your message isn’t understood, it isn’t remembered. If it isn’t remembered, it won’t drive action. And if there is no action the business needle doesn’t move. Clarity is not a creative choice. It’s the foundation of your brand’s credibility. Keep it simple!

In a crowded marketplace, the businesses that win aren’t always the ones with the best products. They’re the ones that make their value unmistakably clear. I was walking through the Bryant Park Holiday Market in New York City. A swirl of lights, music, and more than a hundred vendors all trying to grab attention. Most booths were charming. Clever names. Cute displays. Plenty of personality. But they all blended together because you had to stop and figure out what they actually sold. Then I saw it. A simple sign. No fancy design. No clever branding. Just three words: “Gifts for Golfers.” Instant clarity. Who they serve. What they offer. Why someone should stop. In a sea of generalists, they stood out because they were specific. And it made me think about how often we bury our own value under jargon, creativity, or complexity. We assume people will get it, but most of the time they’re busy, distracted, and making decisions in seconds. So here’s the real filter to use: Can someone understand who you help and how at a glance? Because whether it’s your LinkedIn profile, your website, or the way you introduce yourself, clarity is a competitive advantage. The easier you make it for people to see themselves in your message, the faster the right opportunities find you. Clarity isn’t the opposite of creativity. Clarity creates space for the right kind of creativity that attracts the people you’re meant to serve.

Two founders. Same niche. Same audience size. Very different results. One struggles to convert leads. The other closes conversations faster without pushing. The difference wasn’t ads. It wasn’t content volume. And it definitely wasn’t talent. It was how clearly their message was positioned. Here’s what I observed 👇 Founder A Explained everything Shared multiple offers Used smart but generic language Expected the audience to “connect the dots” Result: Good engagement. Slow decisions. Long sales cycles. Founder B One clear problem One sharp promise One repeated message Same language everywhere posts, bio, conversations Result: Shorter conversations. Faster trust. Higher conversions. The second founder didn’t say more. They said the same thing clearly, again and again. That’s the part most people underestimate. When your message is clear: people know when to reach out conversations start warmer objections reduce automatically selling feels lighter Not because you’re persuasive but because you’re understandable. Here’s the real lesson: Consistency without clarity creates noise. Clarity with consistency creates momentum. If growth feels slow despite effort, don’t change the strategy yet. First, simplify the message people hear when they find you. That alone can change outcomes. #FounderGrowth #BrandPositioning #MessagingStrategy #BusinessClarity #SalesPsychology #StrategicCommunication #ContentThatConverts #AakritiOnLinkedIn

The 3-second rule: That's how long you have to grab a customer's attention online. Here's how to ensure your B2C startup's website drives interest: Your website is your 24/7 salesperson. But for many B2C startups, it's more like a shy intern. They end up with:   🏪 A cluttered shop front that overwhelms visitors   🧭 Unclear pathways to important information   🤔 Missed opportunities to showcase credibility The solution: Reframe your homepage as an engaging, informative storefront. Think of it as a one-page showcase with clear pathways to products and information. Here's how to structure it: 1. ABOVE THE FOLD     ↳ Value prop headline (under 10 words)     Example: "Feel confident with your skincare routine"     ↳ 25-word max product description     Example: "Our AI-powered app analyses your skin and recommends personalised, ethically-sourced products delivered straight to your door."     ↳ Inspirational intro video (optional)     ↳ CTA to 'Why Us' page TIP: This section gets the most attention. Make it emotionally appealing and mobile-friendly! 2. JUST UNDER THE FOLD     ↳ Social proof (customer reviews, ratings, press coverage, influencer endorsements)     ↳ CTA to product showcases or customer stories WHY: Build trust quickly with real experiences and third-party validation. 3. FURTHER DOWN THE PAGE     ↳ 3 lead benefits (not features!)     ↳ Bring product to life - showcase popular items or categories     ↳ CTA to product page REMEMBER: Benefits solve customer problems. Features are just tools. 4. WRAP UP     ↳ Final CTA (e.g., 'Start Shopping' or 'Join Our Community') PRO TIP: Make this CTA stand out on all devices! This blueprint helps your homepage quickly answer:     ↳ What do you offer?     ↳ Who is it for?     ↳ Why should customers care? Key components to include:     🎯 Clear, emotionally resonant value proposition  🧭 Intuitive navigation to 'Why Us' and product pages     💡 Benefits led and visually appealing product showcases    🤝 Diverse customer testimonials, ratings, and press mentions   Follow this plan for an improved user experience and a boost in conversions. Remember, your 'Why Us' page is crucial for building credibility and emotional connections with consumers. What's your biggest challenge in designing a B2C homepage? Ask me anything in the comments 👇

Every founder is thinking about the thousands of people who don't know about their brand (yet!) and how to change that. Here's what I would do if I were in your place 1. Proprietary market research ↳ Identify gaps to find unmet needs or underserved customer segments ↳ Discover what influences consumer's purchasing decisions. This includes examining factors such as price sensitivity, brand loyalty, and product features that resonate with your audience 2. Monitor competitor activity ↳ Recognizing gaps in their strategies allows you to tailor your offerings and messaging to meet those unmet needs, giving you a competitive edge ↳ Take a proactive approach wherein you anticipate market trends by looking at them, positioning your brand as a leader rather than a follower 3. Define your UVP/USP ↳ Clearly define what makes your brand unique compared to competitors ↳ Define the alignment degree with the consumer pain point 4. Create a space in your consumer's mind with positioning ↳ Identify where your brand's-niche-fit within the competitive landscape and define the same ↳ Clearly articulate what sets your brand apart from competitors. This could be based on product features, pricing, customer service, or innovation 5. Messaging and storytelling ↳ Create core messaging: Develop clear and concise messaging that communicates your brand’s value proposition and key benefits ↳ What's your unique story and the raison d'être for your brand 6. Focus on customer experience ↳ Make sure every interaction is positive and memorable. This includes website usability, customer service responsiveness, and product quality. ↳ Create a feedback loop and use this information to make improvements and show customers that you value their opinions 7. Create high-quality content ↳ Differentiate your content with a fresh take or unique insights on common topics within your industry ↳ Address deeper inquiries preemptively not just to provide additional value but also to keep readers engaged with your content 8. Establish a consistent brand voice ↳ Define a unique voice that reflects your brand’s personality and values across all channels ↳ Adjust the tone based on the platform while maintaining the core voice to resonate with different audiences effectively There's a lot more than needs to be looked at from a 360 degree perspective and it's possible with a brand person on your team, or outsourced Building a brand is a full time job, and there needs to be a responsible person/team leading brand and brand building efforts Stuck in this loop and need help? Link is in the comments - let's chat? #VanshiChats 🧿💜

Certainly, while wishlists have emerged as a valuable tool for gauging consumer interest, there are several other methods and metrics that e-commerce platforms can use to measure consumer interest: 1. Cart Abandonment Rate: Observing how many customers add products to their carts but don't complete the purchase can provide insights into potential hesitations or barriers. 2. Product Views: The number of times a product is viewed can indicate its popularity or interest level. 3. Time Spent on Page: Monitoring the average time consumers spend on product pages can hint at their level of interest. 4. Product Reviews and Ratings: A high number of reviews or ratings, even if mixed, can signify strong interest or engagement with a product. 5. Search Query Analysis: Observing which products or categories users are searching for on the platform can indicate trending interests. 6. Social Media Engagement: Shares, likes, comments, and mentions related to products can provide insights into consumer preferences. 7. Referral Traffic: Analyzing traffic from external sites or social media can show where the interest is coming from and which products are driving it. 8. Customer Surveys and Feedback: Directly asking customers about their preferences or interests can yield detailed insights. 9. Sales Data: A straightforward metric, but analyzing which products are selling the most can clearly indicate consumer interest. 10. Click-Through Rate (CTR): Observing how often people click on a product after seeing it in a recommendation or advertisement can be a strong indicator. 11. User-Generated Content: If consumers are posting pictures, videos, or blogs about a product, it showcases genuine interest and engagement. 12. Repeat Purchases: Products that are frequently repurchased can indicate high levels of satisfaction and interest. 13. Customer Service Inquiries: The number and nature of questions related to a product can offer insights into areas of curiosity or concern. 14. Heatmaps: Tools that show where users most frequently click, move, or hover on a page can help in understanding which products or sections grab their attention. 15. Newsletter and Email Open Rates: If consumers are frequently opening emails about specific products or categories, it can be an indication of their interest areas. 16. Retargeting Campaign Success: The conversion rate of retargeting campaigns can provide insights into the residual interest of consumers after their initial interaction. By leveraging a combination of these methods, brands can gain a comprehensive understanding of consumer interest, helping them to tailor their offerings and marketing strategies more effectively. #ecommerce #LinkedInNewsIndia

Want to know if your UVP (Unique Value Proposition) is strong? Ask yourself: "Why should someone choose me over all other options—including doing nothing?" If your answer is vague, filled with buzzwords, or could describe any competitor, your UVP needs work. Example: A small agency initially said: "We help businesses grow with digital marketing." After reworking, they refined it to: "We help B2B consultants generate 5+ high-ticket leads per month—without running paid ads." See the difference? It’s specific, outcome-driven, and makes the right people say, “I need that.” Now, test your UVP. Answer the question. Does it truly stand out?

While it can be easily believed that customers are the ultimate experts about their own needs, there are ways to gain insights and knowledge that customers may not be aware of or able to articulate directly. While customers are the ultimate source of truth about their needs, product managers can complement this knowledge by employing a combination of research, data analysis, and empathetic understanding to gain a more comprehensive understanding of customer needs and expectations. The goal is not to know more than customers but to use various tools and methods to gain insights that can lead to building better products and delivering exceptional user experiences. ➡️ User Research: Conducting thorough user research, such as interviews, surveys, and observational studies, can reveal underlying needs and pain points that customers may not have fully recognized or articulated. By learning from many users, we gain holistic insights and deeper insights into their motivations and behaviors. ➡️ Data Analysis: Analyzing user data, including behavioral data and usage patterns, can provide valuable insights into customer preferences and pain points. By identifying trends and patterns in the data, product managers can make informed decisions about what features or improvements are most likely to address customer needs effectively. ➡️ Contextual Inquiry: Observing customers in their real-life environment while using the product can uncover valuable insights into their needs and challenges. Contextual inquiry helps product managers understand the context in which customers use the product and how it fits into their daily lives. ➡️ Competitor Analysis: By studying competitors and their products, product managers can identify gaps in the market and potential unmet needs that customers may not even be aware of. Understanding what competitors offer can inspire product improvements and innovation. ➡️ Surfacing Implicit Needs: Sometimes, customers may not be able to express their needs explicitly, but through careful analysis and empathetic understanding, product managers can infer these implicit needs. This requires the ability to interpret feedback, observe behaviors, and understand the context in which customers use the product. ➡️ Iterative Prototyping and Testing: Continuously iterating and testing product prototypes with users allows product managers to gather feedback and refine the product based on real-world usage. Through this iterative process, product managers can uncover deeper customer needs and iteratively improve the product to meet those needs effectively. ➡️ Expertise in the Domain: Product managers, industry thought leaders, academic researchers, and others with deep domain knowledge and expertise can anticipate customer needs based on industry trends, best practices, and a comprehensive understanding of the market. #productinnovation #discovery #productmanagement #productleadership