Social Proof Tips to Boost Landing Page Conversions

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In this Unwebinar, Angie Schottmuller will teach you how and where to leverage social proof to boost landing page performance. Learn helpful tricks for harnessing your current and past customer success to drive more conversions.

BONUS: Angie's presentation will follow with live critiques of landing page social proof that YOU submitted. Critique the social proof on your own (using the scorecard you'll have just learned), or simply tune-in for some expert insights and A/B testing ideas.

You'll learn:

-What kinds of social proof aid conversion (and why)
-What to do if you don't have any social proof
-Common conversion-killing social proof cases to avoid
-When and where social proof matters on a landing page
-How to score/grade the quality of your social proof
-What elements make a highly persuasive testimonial (and how to get them)

Published in: Marketing

Social Proof Tips to Boost Landing Page Conversions

  1. 1. Social Proof Tips to Boost Landing Page Conversions Angie Schottmuller Director of Optimization Three Deep Marketing Thank you for joining us! We’ll be starting in just a few minutes Ryan Engley Unbounce Director of Customer Success #unwebinar @unbounce @aschottmuller In the meantime… Check out Unbounce’s first Call To Action Conference http://www.calltoactionconf.com/
  2. 2. Webinar recording and slides will be emailed by the end of the week
  3. 3. try.unbounce.com/for-social-proof
  4. 4. Stick around after the webinar See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)
  5. 5. #unwebinar @unbounce @aschottmuller Ryan Engley Unbounce Director of Customer Success @ryan_engley JOIN OUR CHAT ON TWITTER
  6. 6. JOIN OUR CHAT ON TWITTER #unwebinar @unbounce @aschottmuller Angie Schottmuller Director of Optimization Three Deep Marketing @aschottmuller
  7. 7. Social Proof Tips to Boost Landing Page Conversions #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  8. 8. Consumers TRUST social proof reviews than manufacturers' descriptions. Source: eMarketer, February 2010, survey of US internet users by online video review site EXPO #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  9. 9. OTHERS YOU #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  10. 10. #RememberTheCravens Let me check these guys out on Google... #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  11. 11. SOCIAL PROOF "The tendency to see an action as more appropriate when OTHERS are doing it." ~ Robert Cialdini #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  12. 12. SOCIAL (a.k.a. "The Others") CUSTOMERS SUPPLIERS PARTNERS "FAMOUS" PEOPLE INDUSTRY EXPERTS EMPLOYEES #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  13. 13. PROOF (a.k.a. "Evidence") #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  14. 14. SOCIAL PROOF ("Others' Evidence") 6S = Score It, Sum It, Say It, Sign It, Show It, Shine It 1 2 3 4 5 6 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 1 6 5 4 4 5 5 1 3 2 2 6S Evidence Signals of Social Proof by Angie Schottmuller
  15. 15. Why? #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  16. 16. McDonald's Big Mac ADVERTISED vs. ACTUAL (rotated to most attractive angle) #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  17. 17. Taco Bell Crunchy Taco ADVERTISED vs. ACTUAL #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  18. 18. Liar! #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  19. 19. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  20. 20. Circle of Trust YOU #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  21. 21. The "OTHERS" will always be more believable. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  22. 22. The "OTHERS" will always be more persuasive. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  23. 23. Therein lies a secret to persuasion.... #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  24. 24. SOCIAL PROOF must ___________ to optimally aid conversion. A. Inspire Trust and Likeability B. Show Participation C. Reduce Anxiety #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  25. 25. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  26. 26. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  27. 27. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  28. 28.  DECISIONS ARE EMOTIONAL, NOT LOGICAL.  ~ Somebody wanting to mess with our mind #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  29. 29. "To deny the facts would be illogical." ~ Spock #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  30. 30. Aristotle's ingredients for persuasion: ethos, logos, and pathos. (credibility, logic, and emotion) #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  31. 31. Credibility sets the stage. Logic leads to CONCLUSION. Emotion leads to ACTION. ~ Angie Schottmuller @aschottmuller, Optimization Director, Three Deep Marketing #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  32. 32. Before applying social proof, evaluate your stage.... #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  33. 33. What anxieties occur on your landing page? Webinar attendee-submitted landing page examples #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  34. 34. That mouse is NOT what I was expecting. It looks scary! #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  35. 35. n. CRAVEN 1. someone who is scared, easily intimidated 2. a coward, chicken, quitter, scaredy cat Idioms: cry craven; to yield; capitulate; give up http://dictionary.reference.com/browse/craven #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  36. 36. YOU CRAVEN ~90% of YOUR PROSPECTS "My give up. My give up!" #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions (~Jar Jar Binks)
  37. 37. #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  38. 38. REDUCE THE ANXIETY.... #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  39. 39. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  40. 40. 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY [anxiety points] SPECIFIC TOTAL: Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NO CHANCE UNLIKELY NEUTRAL LIKELY PERSUASIVE Source: CRAVENS Social Proof Persuasion Quality Scorecard by Angie Schottmuller #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  41. 41. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific CREDIBLE a.k.a. believable, trustworthy, authoritative, authentic, "ethos" #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions C R A V E N S
  42. 42. Future of Marketing LP Example TRUSTED BRAND ENDORSEMENT RECOGNIZED INDUSTRY EXPERTS (authoritative "partners") AUTHENTIC PHOTOS #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  43. 43. WEBINAR ATTENDEE-SUBMITTED PAGE PERFECT RATINGS... 1 in 3 consumers suspect FAKE or CENSORED reviews if there's nothing negative. Source: Revoo Research Report, Jan 2012 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions What *NOT* to do social proof example
  44. 44. DON'T FAKE IT. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  45. 45. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  46. 46. TM REALLY?? #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions What *NOT* to do social proof example
  47. 47. #RememberTheCravens Uhhh..., I don't think Meagan actually wrote THAT review. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  48. 48. SAYS WHO?? #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions What *NOT* to do social proof example
  49. 49. #RememberTheCravens Yes, son, treat "stranger danger" and "anonymous testimonials" as the same thing. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  50. 50. Social proof must REDUCE concerns and questions ...NEVER create them. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  51. 51. Rotating Testimonial Carousels/Sliders... DON'T YOU DARE #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  52. 52. You WANT to take away the teddy bear?? #meanie #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  53. 53. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific RELEVANT a.k.a. pertinent, germane, applicable, material, meaningful, important #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions C R A V E N S
  54. 54. I confess I need exercise, but this solution really doesn't seem relevant for me... #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  55. 55. RELEVANT TO DIVERSE INDUSTRIES RELEVANT TO JOB TITLE RELEVANT TO USER'S CHALLENGE #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  56. 56. ExtremeTerrain Advocate Live Chat JEEP ADVOCATE *LIVE* SOCIAL SUPPORT JEEP MODEL RELEVANCE (with matching photo) Advocate live chat powered by: www.needle.com #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  57. 57. LOCATION RELEVANCE DETAILED PERSONA RELEVANCE PHOTO CREDIBILITY Advocate live chat powered by: www.needle.com EXPERIENCE, STYLE RELEVANCE #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  58. 58. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific ATTRACTIVE a.k.a. value-added, satisfying, pleasing, positive, "pathos" #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions C R A V E N S
  59. 59. When targeting "friends of fans" in Facebook Ads... Facepile Facebook Plugin: https://developers.facebook.com/docs/plugins/facepile #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Hey! I know him!
  60. 60. Bidsketch Landing Page Example ANXIETY / INTEREST: SAVE TIME & BOOST EFFICIENCY ANXIETY / INTEREST: MAINTAIN QUALITY #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  61. 61. Belly rub? Ohhhh yeah!!! Count me in! #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  62. 62. GENERIC TESTIMONIAL PERFECT *10-STAR* RATING #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions What *NOT* to do social proof example
  63. 63. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific VISUAL #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions C R A V E N S
  64. 64. USER-SHARED ACTION PHOTOS STAR RATINGS #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  65. 65. COMPANY LOGO IN SIGNATURE "REAL CUSTOMER" PHOTO SUBDUED CLIENT LOGO BADGES #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  66. 66. VISUALIZE VALUE. DON'T DISTRACT. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions STOCK PHOTO? (distracting eye contact) COLORED CLIENT LOGO BADGES (distracting eye path) COLORED TRUST MARKS (distracting, irrelevant to this CTA) What *NOT* to do social proof example
  67. 67. #RememberTheCravens Staring... contest... So captivating... I.... ahh, what? #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  68. 68. Let HERO SHOT and CTA colors stand-out... ORIGINAL COLOR-NEUTRALIZED MOCK-UP #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  69. 69. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific ENUMERATED a.k.a. numeric, quantified, counted, amount, "logos" #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions C R A V E N S
  70. 70. WANNA' DANCE? #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  71. 71. HOW 'BOUT NOW? #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  72. 72. LOW SHARE NUMBERS (+distracts from primary CTA) #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions What *NOT* to do social proof example
  73. 73. This is NOT cool... #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  74. 74. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  75. 75. SCORED SATISFACTION QUANTIFIED PERSPECTIVE "Ooh! I just love that decimal." #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  76. 76. Sign-ups, downloads, orders, visitors... QUANTIFY PROOF IN REAL-TIME with UserStats.com. (Free and paid subscriptions available.) #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions *This is not a product endorsement;
  77. 77. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific NEARBY (ANXIETY POINTS) a.k.a. near, close, proximate #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions C R A V E N S
  78. 78. #RememberTheCravens Could you come closer and say that? This is about as close as I'm gonna' get... #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  79. 79. PROXIMATE TO CTA ANXIETY #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  80. 80. TESTIMONIAL W/O SIGNATURE ...NEARBY A [STOCK?] STAFF PHOTO #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions What *NOT* to do social proof example
  81. 81. Oy vey! #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  82. 82. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific SPECIFIC a.k.a. distinct, distinguishing, descriptive, value-added, precise #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions C R A V E N S
  83. 83. Specifics galore! FREQUENCY VOLUME IMPACT VALUE CUSTOMER PHOTO VIDEO THUMBNAIL CUSTOMER CREDENTIALS VIDEO DURATION #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  84. 84. Could you be more specific about the rolling part? #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  85. 85. #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  86. 86. #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  87. 87. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  88. 88. 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY [anxiety points] SPECIFIC TOTAL: Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 NO CHANCE UNLIKELY NEUTRAL LIKELY PERSUASIVE Source: CRAVENS Social Proof Persuasion Quality Scorecard by Angie Schottmuller #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  89. 89. CRAVENS Score: UW-Eau Claire Woundstock LP SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE 3 RELEVANT 3 ATTRACTIVE 3 VISUAL 3 ENUMERATED 2 NEARBY [anxiety points] 1 SPECIFIC 2 TOTAL: 17 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY
  90. 90. CRAVENS Score: L.L. Bean Stowaway Jacket Review SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE 3 RELEVANT 2* ATTRACTIVE 3 VISUAL 3 ENUMERATED 1 NEARBY [anxiety points] TBD* SPECIFIC 3 TOTAL: 15* #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY
  91. 91. Lord, please help me get reviews like THAT! #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  92. 92. HOW TO GET PERSUASIVE SOCIAL PROOF: 1. Deliver AWESOME. 2. Perform a satisfaction interview. 3. Draft a testimonial from the interview. 4. Ask for a review and/or action shots. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  93. 93. STEP 1: DELIVER AWESOME #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  94. 94. 62% B2B (3 IN 5) 42% B2C (2 IN 5) Consumers BUY MORE following a positive customer experience. Source: Zendesk and Dimensional Research Survey 2013 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  95. 95. SAMPLE QUESTIONS: STEP 2: INTERVIEW for SATISFACTION A. Reason for purchase (original root problem/need) B. Specific solution/product/service purchased C. Solution selection criteria D. Overall satisfaction level (1-5) E. Initial purchase/product/process concerns ["anxieties"] F. Things liked best about the experience G. Specific results/feedback ($, #, %, ) H. Likelihood to recommend to others (1-5) I. Business improvement suggestions #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  96. 96. PERSUASIVE TESTIMONIAL CORE CLIENT PROBLEM BUSINESS SOLUTION RESULT SPECIFICS % $  #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  97. 97. SAMPLE QUESTIONS: STEP 3: ASSEMBLE DRAFT TESTIMONIAL A. Reason for purchase (original root problem/need) B. Specific solution/product/service purchased C. Solution selection criteria D. Overall satisfaction level (1-5) E. Initial purchase/product/process concerns F. Things liked best about the experience G. Specific results/feedback ($, #, %, )   A B G   B C F  A E F #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions  G
  98. 98. of consumers will post a positive review on their own. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  99. 99. WHEN YOU ASK, of consumers actually post an online review. STEP 4: ASK FOR REVIEWS THAT'S 10X MORE! #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  100. 100. The MOST IMPORTANT takeaway... #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  101. 101. It's not what SOCIAL PROOF can for your landing page. It's what social proof can do for your business direction. ~ Angie Schottmuller @aschottmuller, Director of Optimization, Three Deep Marketing #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  102. 102. 3 HOMEWORK TASKS (No kitty litter pans involved.) #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  103. 103. HOMEWORK TASK #1: Identify "anxiety Points" on your page, page, and revise or buffer with social social proof. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  104. 104. "RISK-FREE" is mentioned 5 times. What risks we should be thinking about?? #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  105. 105. IMAGINE.... TESTIMONIAL SNIPPET AS BENEFIT-DRIVEN HEADLINE (add text signature) AUTHENTIC, VALUE-ADDED CUSTOMER ACTION PHOTO (matched to headline) BENEFIT-SPECIFIC REVIEW SNIPPETS #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Image credit: Unbounce.com How might others say your message?
  106. 106. HOMEWORK TASK #2: Apply "CRAVENS" scoring and Test your social proof #RememberTheCravens #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  107. 107. DON'T WAIT FOR PERFECTION TO TEST... "Good training for the work environment in Europe" "Very useful for practice!" "Almost a carbon copy of the real aptitude test." Source: WhichTestWon.com archives #17416 WIKIJOB A/B TESTING ADDITION OF TESTIMONIALS A B +34% #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  108. 108. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  109. 109. HOMEWORK TASK #3: Gather on-going social proof with satisfaction surveys and review/proof review/proof "requests". #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  110. 110. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  111. 111. TIME FOR SOME... LIVE REVIEWS Disclaimer: These notes are specifically regarding the use of social proof to influence conversion, not the overall landing page. #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  112. 112. WEBINAR ATTENDEE-SUBMITTED PAGE #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  113. 113. Meridian Pacific Properties SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE 3 RELEVANT 3 ATTRACTIVE 1 VISUAL 3 ENUMERATED 3 NEARBY [anxiety points] 1 SPECIFIC 2 TOTAL: 16 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE
  114. 114. Garcinia Cambogia LP SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE -5 RELEVANT -5 ATTRACTIVE 1 VISUAL -5 ENUMERATED 0 NEARBY [anxiety points] 1 SPECIFIC 1 TOTAL: -12 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE
  115. 115. Customerville "See Demo" LP WEBINAR ATTENDEE-SUBMITTED PAGE #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
  116. 116. Customerville "See Demo" LP SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE 3 RELEVANT 1 ATTRACTIVE 2 VISUAL 2 ENUMERATED 0 NEARBY [anxiety points] 1.5* SPECIFIC 1 TOTAL: 10.5 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE
  117. 117. Effective Weight Loss Sign-up LP SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE 2 RELEVANT 1 ATTRACTIVE 1 VISUAL 2 ENUMERATED -5 NEARBY [anxiety points] 1 SPECIFIC 0 TOTAL: 2 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE
  118. 118. Bryan University Sports Trainer SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE 1 RELEVANT 2 ATTRACTIVE 2 VISUAL 1 ENUMERATED 0 NEARBY [anxiety points] 3 SPECIFIC 0 TOTAL: 9 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE
  119. 119. SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE -5? RELEVANT 0 ATTRACTIVE 0 VISUAL 2 ENUMERATED 0 NEARBY [anxiety points] 2 SPECIFIC 0 TOTAL: -1 #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE - #LP
  120. 120. SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY [anxiety points] SPECIFIC TOTAL: #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE
  121. 121. SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY [anxiety points] SPECIFIC TOTAL: #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE
  122. 122. SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY [anxiety points] SPECIFIC TOTAL: #unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE
  123. 123. try.unbounce.com/for-social-proof
  124. 124. Why use Unbounce to build your landing pages?
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