Honestly, you should stop thinking of a value proposition as something you 'use' in your copy. It's much more foundational than that. It's the core of your entire ecommerce business model, the fundamental reason you exist. Kunle Campbell made this point really well on the 2X eCommerce Podcast when he explained that your value prop comes directly from answering basic questions about your business: Are you competing on price, quality, or luxury? How replenishable are your products? Answering these defines your strategy, and the value proposition is simply the result. It’s the promise you make to a customer about what they can expect from you that they can't get elsewhere.
Once you’ve defined that core promise, it should inform everything else you do. This is the part people actually 'see'. On Ecommerce Coffee Break, Brian Massey describes this as the number one bucket for improving a website. Your value proposition needs to be crystal clear and flow directly into your product descriptions and on-site messaging. Luke Carthy mentioned on The My Wife Quit Her Job Podcast that failing to clearly articulate your unique benefits is a subtle conversion killer. So, first you have to be different, and only then can you focus on saying how you're different through your content and the customer experience.
