As a team of SEO and Web Developers, we are often the starting point for a client’s marketing initiative.

When a new client is looking to create an e-commerce website to complement their local store, one of the first things we do is learn everything we can about their company.
**What is a unique selling point?**
(USP) refers to the unique benefit presented by a company, service, product, or brand that enables it to stand out from competitors. The unique selling point must be a feature that highlights product benefits that are meaningful to consumers.

It’s very rare that you find an entirely new industry with no competition. Whether you’re thinking about starting an online store or already have one, your products are probably not that unique. You have competition, and it will grow.

And with all that competition, customers will be asking some question:
-Why should I buy from you?
-Why should I read or listen to you?
-Why should I believe what you have to say?
-Why should I do anything about what you're offering?
-Why should I act now?

Your answer is your “Unique Selling Point”.
How to develop a USP for an eCommerce store?
In the digital age, there is a lot of competition online with every online store advertising its goods and services. The only secret of survival in the market is having a Unique Selling Point / Proposition (USP). This unique quality is important to customers and the development of online store business. Get started by following these simple steps of USP:

**Know your target audience**
One of the primary concerns that online businesses developing a USP begins with your target audience. Merchants don’t interact with customers as they would at a physical shop. Hence, a study on one’s behavior and personality vary at almost every encounter. Let’s assume, you have an online store for antique lighting. Now, it is important that you understand the need for customer requirements like design, pattern, price, and product description. It would be easier if you, yourself are a fan of what you’re selling. This act removes the need for carrying out basic research as you already know; what, how, and when your potential customer needs your product.
Understand the needs of your online customers.
Effective online marketing requires you to be an amateur psychologist. You need to know what drives and motivates customers. Go beyond the traditional customer demographics, such as age, gender, class, income, and geographic location, that most businesses collect to analyze their sales trends. For our pizza shop example, it is not enough to know that 75 percent of your customers are in the 18-to-25 age range. You need to look at their motives for buying pizza-taste, peer pressure, convenience, and so on.

**Identifying Your Unique Selling Points**
Before you can discover what makes your product unique, you’ll need to know what else is available for your prospective customers. That means doing an in-depth analysis of each one of your competitors. What products exist that can fill the same needs as your product? What selling points do these competitors promote?

Review their marketing materials, especially websites. Look at independent review organizations for your industry to see what these analysts have to say. And try out as many competing products as you can to get a feel for how they work.
**Extract Customer benefits**
The benefit of visiting a coffeehouse is that you have a casual environment to meet friends or do work. You’re not buying the coffee, you’re buying an experience. The benefit of buying a MacBook is that you don’t have to worry about the blue screen of death. You’re not buying a computer, you’re buying productivity.

You need to understand what benefits you deliver to your customers. Use your customer persona research to help you out.

**Help your customer solve a problem.**
Marketing your product used to be as easy as telling customers what they should buy. Times have changed. Now, you must find out your customers' hopes and desires, and reassure them that you're going to solve their problems.
If you're able to build trust and confidence in your brand or product with your customer, it can lead to opportunities like subscriptions and ongoing purchases.

Take email marketing giant MailChimp, for example.
They have a quirky marketing strategy involving a chimp and they're extremely inviting to small businesses. In fact, their entry-level plan allows a business to send email campaigns to 2,000 subscribers for free. There isn't an option to pay (even if you wanted to). Once a business scales past that point, it must enter into a subscription to continue using the service.
The genius lies in the initial stages of the customer scaling their business.

Author's Bio: 

Dsourc is a web development company, founded in Mumbai, India. We are a team of experts in the core areas of programming, web development, digital marketing, and business applications.

+91 2228697858 / +91 9137675200
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