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Make Sure Your Unique Selling Points Are Actually Unique

I see this very often. A business writes down their unique selling points (USP’s), but doesn’t compare them with the competition.

When you offer free shipping, and your competitors do as well, your free shipping is not unique.

Your visitors will compare you with your competitors. If you offer the same benefits, you’re not really unique. Emphasize your unique differentiators, those that others don’t mention and, ideally, something they can’t compete with.

Don’t have a unique USP? Well, a great way is introducing a new benefit others don’t mention. For example, if you sell toothpaste you could say ‘It won’t hurt your gums’. Of course, other kinds of toothpaste won’t hurt gums either, otherwise, they won’t be legal to sell. But by saying this you are subtle implying that other brands might hurt someone’s gums, which makes you unique.

usp that are unique

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

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Done&Tested shares conversion rate optimization tips with digital marketers, designers and business owners. Each week I add a conversion tip or insight I love, or just blows my mind. All tips are meant as inspiration and I recommend split-testing them because they might not work for your audience. I work as a freelance conversion specialist. Would you like to share a tip as well? Drop me an email here.

Gijs Wierda

Gijs Wierda