Varos Glossary

Online Value Proposition (OVP)

What is Online Value Proposition (OVP)?

The term "Online Value Proposition" (OVP) refers to a statement that outlines the one-of-a-kind benefits that a company may provide to its clientele by means of its online presence. It is an essential component of the digital marketing strategy of a business since it outlines the means by which the company distinguishes itself from its rivals and satisfies the requirements of its clientele for value. In this post, we will cover the advantages of having a strong OVP and the various sorts of value propositions.

Benefits of Online Value Proposition

  • Helps to separate from competitors - In light of the increasing rivalry in the online marketplace, it is essential for your company to have a powerful OVP in order to differentiate itself from the businesses of its rivals. Customers will have an easier time selecting your company over competitors as a result of the increased visibility of the distinctive advantages that your company provides.
  • Builds trust and credibility with consumers which in turn helps to boost customer engagement and loyalty. A powerful OVP helps to develop trust and credibility with customers, which in turn helps to sustain customer retention. Customers are more inclined to stay loyal to a company and make further purchases when they believe the company is providing them with a value that they cannot get from competing businesses.
  • Improves Conversion Rates - When a company has a powerful OVP, it is easier to convince people to take action, such as completing a purchase or signing up for a newsletter. This may lead to an increase in the business's conversion rates. It is possible for a company to boost its conversion rates and generate more sales by effectively expressing the value that it provides to customers.
  • Improve customer acquisition cost - Gaining new consumers is made easier when a company has a robust OVP since this makes it more likely that the company will attract new customers who are looking for the kind of value that the company offers. This may assist to enhance client acquisition and contribute to the overall growth of the company.

Types of a value proposition

  • Product Value Proposition: A statement that outlines the one-of-a-kind advantages offered by certain products or services. It is also known as a USP (Unique Selling Proposition). It emphasizes the particular aspects of the product or service and how it can solve the issue that the client is having or how it can meet the demands that the customer has.
  • Channel Value Proposition: A channel value proposition is a statement that outlines the distinctive value that a firm delivers via its distribution channels. It emphasizes the special benefits that come with purchasing via a certain channel, such as online, in-store, or through a mobile app, for example.
  • Customer Value Proposition: A statement that defines the one-of-a-kind value that a company provides to its clients in the form of a customer value proposition. It emphasizes the many advantages that one might anticipate receiving as a consumer of a given brand as a result of doing business with that particular brand.


To ensure the success of a company's digital marketing strategy, it is essential for the company to have a compelling Online Value Proposition. It helps the company stand out from its rivals, which in turn increases client loyalty, improves conversion rates, and brings in new consumers. Businesses have the ability to convey to consumers their one-of-a-kind value by using one of three distinct kinds of value propositions. These value propositions include product value propositions, channel value propositions, and customer value propositions. Businesses have a better chance of succeeding in the online marketplace if they create a value offer that is both distinct and convincing.