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Social Proof Conversion Optimization Secrets

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Consumers trust others 12X more than marketers. Learn how to harness social proof (reviews, action shots) customer content marketing to boost conversion of your leads and sales.

Published in: Marketing

Social Proof Conversion Optimization Secrets

  1. 1. SOCIAL PROOF CONVERSION SECRETS How to transform ‘scaredy cats’ into confident customers… Conversion Conference – May 13, 2015 | Angie Schottmuller
  2. 2. ANGIE SCHOTTMULLER Marketing Optimization Advisor @aschottmuller linkedin.com/in/angieschottmuller aschottmuller@yahoo.com Top 10 of 2015 ONLINE MARKETING
  3. 3. #ConvCon #CRO #SocialProof @aschottmuller Tweet this session!
  4. 4. Let me check these guys out on Google... Social Proof Conversion | @aschottmuller #ConvCon
  5. 5. CONSUMERS TRUST SOCIAL PROOF REVIEWS 12X MORE THAN MANUFACTURERS’ DESCRIPTIONS. Social Proof Conversion | @aschottmuller #ConvCon OTHERS YOU Source: eMarketer, Feb 2010, survey of US internet users by online video review site EXPO
  6. 6. Why? Social Proof Conversion | @aschottmuller #ConvCon
  7. 7. McDonald's Big Mac (rotated to most attractive angle) ADVERTISED vs. ACTUAL Social Proof Conversion | @aschottmuller #ConvCon
  8. 8. Circle of Trust YOU Social Proof Conversion | @aschottmuller #ConvCon
  9. 9. The "OTHERS" will always be more believable. Social Proof Conversion | @aschottmuller #ConvCon
  10. 10. The "OTHERS" will always be more persuasive. Social Proof Conversion | @aschottmuller #ConvCon
  11. 11.  What qualifies as “social proof?”  How to assess what’s persuasive?  How do I get reviews that drive sales? Social Proof Conversion | @aschottmuller #ConvCon Social Proof CRO Top Questions:
  12. 12. SOCIAL PROOF PURPOSE Social Proof Conversion | @aschottmuller #ConvCon
  13. 13. SOCIAL PROOF must _________ to optimally aid conversion. A. Inspire Trust and Likeability B. Show Participation C. Reduce Fear/Anxiety Social Proof Conversion | @aschottmuller #ConvCon
  14. 14. Social Proof Conversion | @aschottmuller #ConvCon
  15. 15. Social Proof Conversion | @aschottmuller #ConvCon
  16. 16. Social Proof Conversion | @aschottmuller #ConvCon
  17. 17. Aristotle's ingredients for persuasion: ethos, logos, and pathos. (credibility, logic, and emotion) Social Proof Conversion | @aschottmuller #ConvCon
  18. 18. ~ Angie Schottmuller @aschottmuller, Marketing Optimization Advisor Credibility sets the STAGE. Logic leads to CONCLUSION. Emotion leads to ACTION.
  19. 19. Social Proof Conversion | @aschottmuller #ConvCon
  20. 20. What fears and unknowns surface amongst your content? Social Proof Conversion | @aschottmuller #ConvCon
  21. 21. SOCIAL PROOF DEFINITION & TYPES Social Proof Conversion | @aschottmuller #ConvCon
  22. 22. SOCIAL PROOF “The tendency to see an action as more appropriate when OTHERS are doing it.” - Robert Cialdini Social Proof Conversion | @aschottmuller #ConvCon
  23. 23. SOCIAL (a.k.a. "The Others") CUSTOMERS SUPPLIERS PARTNERS INDUSTRY EXPERTS EMPLOYEES "FAMOUS" PEOPLE Social Proof Conversion | @aschottmuller #ConvCon
  24. 24. 6S FORMATS of SOCIAL PROOF Social Proof Conversion | @aschottmuller #ConvCon 6S = Score it. Sum it. Say it. Sign it. Show it. Shine it. 1 2 3 4 5 6 1 2 1 6 5 4 4 5 5 32 5 4 4 4 Reference: Social Proof 6S Formats by Angie Schottmuller
  25. 25. SOCIAL PROOF QUALITY ASSESSMENT Social Proof Conversion | @aschottmuller #ConvCon
  26. 26. QUALITY QUANTITY Social Proof Conversion | @aschottmuller #ConvCon
  27. 27. CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC Social Proof Conversion | @aschottmuller #ConvCon C R A V E N S 7 FACTORS OF SOCIAL PROOF PERSUASION QUALITY
  28. 28. n. CRAVEN 1. Someone who is scared, easily intimidated. 2. A coward, chicken, quitter, scaredy cat. Idioms: cry craven; to yield; capitulate; give up Social Proof Conversion | @aschottmuller #ConvConReference: http://dictionary.reference.com/browse/craven
  29. 29. #RememberTheCravens Social Proof Conversion | @aschottmuller #ConvCon
  30. 30. #RememberTheCravens Social Proof Conversion | @aschottmuller #ConvCon a.k.a. scaredy cats
  31. 31. CREDIBLE CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific a.k.a. believable, trustworthy, authoritative, authentic, "ethos" C R A V E N S Social Proof Conversion | @aschottmuller #ConvCon
  32. 32. Future of Marketing LP Example TRUSTED BRAND ENDORSEMENT RECOGNIZED INDUSTRY EXPERTS AUTHENTIC PHOTOS Social Proof Conversion | @aschottmuller #ConvConExample: futureofmarketing.com
  33. 33. Common Credibility Fails Social Proof Conversion | @aschottmuller #ConvCon
  34. 34. What *NOT* to do social proof example Social Proof Conversion | @aschottmuller #ConvConExample: fhttp://hello.videoguardian.it/facebook ALL PERFECT RATINGS??
  35. 35. 1 in 3consumers suspect FAKE or CENSORED reviews if there's nothing negative. Source: Reevoo Research Report, Jan 2012 Social Proof Conversion | @aschottmuller #ConvCon
  36. 36. DON'T FAKE IT. Social Proof Conversion | @aschottmuller #ConvCon
  37. 37. FAKE REVIEWS ARE ILLEGAL. Social Proof Conversion | @aschottmuller #ConvCon
  38. 38. INCENTIVISED REVIEWS ARE SUSPECT. Social Proof Conversion | @aschottmuller #ConvCon
  39. 39. Social Proof Conversion | @aschottmuller #ConvConExample: extremeterrain.com INCENTIVIZED REVIEWS REQUIRED LABEL OF “PAID ENDORSER” = FTC Testimonial & Endorsement Ad Use Guidelines: http://bit.ly/ftctestimonials - U.S. Federal Trade Commission (FTC)
  40. 40. Social Proof Conversion | @aschottmuller #ConvCon LITTERING HAIRBALLS VANDALISING CURTAINS POSTING FAKE REVIEWS Image source: ticketsarasota.com
  41. 41. On-Site “Review Stations” …Good or Bad Idea? Social Proof Conversion | @aschottmuller #ConvCon Thanks for doing business with us. Please post a review!
  42. 42. On-Site “Review Stations” …Good or Bad Idea? Social Proof Conversion | @aschottmuller #ConvCon Thanks for doing business with us. Please post a review!
  43. 43. TM REALLY?? What *NOT* to do social proof example Social Proof Conversion | @aschottmuller #ConvConExample: moxiesoft.com
  44. 44. Social Proof Conversion | @aschottmuller #ConvCon Uhhh..., I don't think Meagan actually wrote THAT review.
  45. 45. What *NOT* to do social proof example Social Proof Conversion | @aschottmuller #ConvCon SAYS WHO?? Example: livechat.com
  46. 46. - Angie Schottmuller @aschottmuller, Marketing Optimization Advisor Social proof is CREDIBLE when authentic specifics and signatures add value enough to build trust.
  47. 47. RELEVANT CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific a.k.a. pertinent, germane, applicable, material, meaningful, important C R A V E N S Social Proof Conversion | @aschottmuller #ConvCon
  48. 48. Social Proof Conversion | @aschottmuller #ConvCon I confess I need exercise, but this solution really doesn't seem right for me...
  49. 49. Social Proof Conversion | @aschottmuller #ConvConExample: workzone.com
  50. 50. DIVERSE INDUSTRY RELEVANCE JOB TITLE RELEVANCE USER CHALLENGE RELEVANCE Social Proof Conversion | @aschottmuller #ConvConExample: workzone.com
  51. 51. Great marketing campaigns and experiences BLEED RELEVANCE. Social Proof Conversion | @aschottmuller #ConvCon
  52. 52. Social Proof Conversion | @aschottmuller #ConvConExample: Red Wings Shoes Spring Promo 2015
  53. 53. Social Proof Conversion | @aschottmuller #ConvConExample: Red Wings Shoes Spring Promo 2015 DYNAMIC CONTENT GREETING FOR RETARGETED VISITORS RELEVANT PRODUCT PHOTO (via “visited page” Google remarketing list) MATCHING PRODUCT TESTIMONIAL (via “visited page” Google remarketing list)
  54. 54. ExtremeTerrain Advocate Live Chat JEEP ADVOCATE LIVE CHAT *SOCIAL SUPPORT* Social Proof Conversion | @aschottmuller #ConvCon JEEP MODEL RELEVANCE Example: extremeterrain.com, Social Live Chat Tool: needle.com
  55. 55. Social Proof Conversion | @aschottmuller #ConvConExample: extremeterrain.com, Social Live Chat Tool: needle.com
  56. 56. DETAILED PERSONA RELEVANCE PHOTO CREDIBILITY LOCATION RELEVANCE EXPERIENCE, STYLE RELEVANCE Social Proof Conversion | @aschottmuller #ConvCon Advocate live chat powered by @NeedleIT www.needle.com Example: extremeterrain.com, Social Live Chat Tool: needle.com
  57. 57. ATTRACTIVE CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific a.k.a. emotional trigger, value-added, satisfying, "pathos" C R A V E N S Social Proof Conversion | @aschottmuller #ConvCon
  58. 58. Social Proof Conversion | @aschottmuller #ConvCon Belly rub? Ohhhh yeah. Count me in!
  59. 59. Social Proof Conversion | @aschottmuller #ConvConExample: bidsketch.com, May 2015
  60. 60. Social Proof Conversion | @aschottmuller #ConvConExample: bidsketch.com, May 2015 TESTIMONIAL USED AS SUBHEADING
  61. 61. When targeting "friends of fans" in Facebook Ads... Facepile Facebook Plugin: https://developers.facebook.com/docs/plugins/facepile Hey! I know him! Social Proof Conversion | @aschottmuller #ConvCon
  62. 62. Shoppers who seek out NEGATIVE REVIEWS convert 67% MORE than average consumers. Source: Reevoo Research Report, Jan 2012 Social Proof Conversion | @aschottmuller #ConvCon
  63. 63. The RIGHT ATTRACTION (emotional hook) TRUMPS all other persuasion. Social Proof Conversion | @aschottmuller #ConvCon
  64. 64. GENERIC TESTIMONIAL (creates questions about "good") PERFECT *10-STAR* RATING?? What *NOT* to do social proof example Social Proof Conversion | @aschottmuller #ConvCon
  65. 65. REDUCE questions and fears. NEVER create them. Social Proof Conversion | @aschottmuller #ConvCon
  66. 66. VISUAL CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific C R A V E N S Social Proof Conversion | @aschottmuller #ConvCon
  67. 67. Social Proof Conversion | @aschottmuller #ConvCon USER-SHARED ACTION PHOTOS STAR RATINGS Example: UW-Eau Claire Woundstock
  68. 68. LOGO IN SIGNATURE "REAL CUSTOMER" PHOTO SUBDUED CLIENT LOGO BADGES Social Proof Conversion | @aschottmuller #ConvConExample: Freshbooks
  69. 69. Social Proof Conversion | @aschottmuller #ConvCon VISUAL PROOF Substitute the Facebook Facepile plugin with “static” text and an image replica for social proof. :: Mobile Conversion Optimization | Angie Schottmuller @aschottmuller Example: Red Wings Shoes Spring Promo 2015
  70. 70. Visualize Value & Flow; DON'T DISTRACT. Social Proof Conversion | @aschottmuller #ConvCon STOCK PHOTO? (distracting eye contact) COLORED CLIENT LOGO BADGES COLORED TRUST MARKS (distracting, irrelevant to this CTA) What *NOT* to do social proof example Example: Intuit
  71. 71. Social Proof Conversion | @aschottmuller #ConvCon Staring contest. So captivating... I.... ahh, …what?
  72. 72. Let HERO SHOT & CTA colors stand-out... ORIGINAL COLOR-NEUTRALIZED MOCK-UP Social Proof Conversion | @aschottmuller #ConvConExample: Intuit
  73. 73. ENUMERATED CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific a.k.a. numeric, quantified, counted, amount, "logos" C R A V E N S Social Proof Conversion | @aschottmuller #ConvCon
  74. 74. WANNA' DANCE? Social Proof Conversion | @aschottmuller #ConvCon
  75. 75. HOW 'BOUT NOW? Social Proof Conversion | @aschottmuller #ConvCon
  76. 76. Social Proof Conversion | @aschottmuller #ConvCon LOW SHARE NUMBERS (+distracts from primary CTA) What *NOT* to do social proof exampl
  77. 77. Social Proof Conversion | @aschottmuller #ConvCon SCORED SATISFACTION QUANTIFIED PERSPECTIVE "Ooh! I just love that decimal." Example: Midwest Dental
  78. 78. Social Proof Conversion | @aschottmuller #ConvConExample: Unbounce
  79. 79. Social Proof Conversion | @aschottmuller #ConvCon QUANTIFIED “CUSTOMER COUNT” AS HEADING Example: UW-Eau Claire Ethics Training
  80. 80. TOOL: UserStats.com Social Proof Conversion | @aschottmuller #ConvCon*This is not a product endorsement.
  81. 81. NEARBY (ANXIETY POINTS) CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific a.k.a. near, close, proximate C R A V E N S Social Proof Conversion | @aschottmuller #ConvCon
  82. 82. Social Proof Conversion | @aschottmuller #ConvCon TESTIMONIALS PROXIMATE TO CTA ANXIETY Example: CodeSchool
  83. 83. UNSIGNED TESTIMONIAL NEARBY A [STOCK] STAFF PHOTO?? What *NOT* to do social proof example Social Proof Conversion | @aschottmuller #ConvConExample: Netop Live Guide
  84. 84. Oy vey! Social Proof Conversion | @aschottmuller #ConvCon
  85. 85. Rotating Testimonials & Proof… DON’T. YOU. DARE. Social Proof Conversion | @aschottmuller #ConvConExample: WordPress Testimonial Carousel
  86. 86. SPECIFIC CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific a.k.a. distinct, distinguishing, descriptive, value-added, precise C R A V E N S Social Proof Conversion | @aschottmuller #ConvCon
  87. 87. PERSUASIVE TESTIMONIAL CORE CLIENT PROBLEM BUSINESS SOLUTION RESULT SPECIFICS Social Proof Conversion | @aschottmuller #ConvCon ! $%  GLUE + +
  88. 88. Social Proof Conversion | @aschottmuller #ConvConExample: Unbounce
  89. 89. SPECIFICS GALORE! FREQUENCYVOLUME IMPACT VALUE CUSTOMER PHOTO VIDEO THUMBNAIL CUSTOMER CREDENTIALS VIDEO DURATION Social Proof Conversion | @aschottmuller #ConvConExample: Unbounce
  90. 90. QUALITY QUANTITY Social Proof Conversion | @aschottmuller #ConvCon
  91. 91. CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC Social Proof Conversion | @aschottmuller #ConvCon C R A V E N S 7 FACTORS OF SOCIAL PROOF PERSUASION QUALITY
  92. 92. Social Proof Conversion | @aschottmuller #ConvCon 7 FACTORS of SOCIAL PROOF PERSUASION QUALITY -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 Reference: Social Proof Persuasion Quality CRAVENS Scorecard by Angie Schottmuller SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad C-R-A-V-E-N-S Scorecard SOCIAL PROOF PERSUASION QUALITY Factor Score CREDIBLE RELEVANT ATTRACTIVE VISUAL ENUMERATED NEARBY SPECIFIC TOTAL: Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 VERYLIKELYUNLIKELY [anxiety points]
  93. 93. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad C-R-A-V-E-N-S Scorecard SOCIAL PROOF PERSUASION QUALITY Factor Score CREDIBLE 3 RELEVANT 3 ATTRACTIVE 3 VISUAL 3 ENUMERATED 2 NEARBY 1 SPECIFIC 2 TOTAL: 17 Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 VERYLIKELYUNLIKELY [anxiety points] Example CRAVENS Scorecard: UW-Eau Claire Woundstock Social Proof Conversion | @aschottmuller #ConvConExample: UW-Eau Claire Woundstock
  94. 94. #RememberTheCravens Social Proof Conversion | @aschottmuller #ConvCon a.k.a. SCAREDY CATS (Yeah. That’s the reason for all the cat photos.)
  95. 95. SOCIAL PROOF ACQUISITION Social Proof Conversion | @aschottmuller #ConvCon
  96. 96. Lord, please help me get reviews like THAT! Social Proof Conversion | @aschottmuller #ConvCon
  97. 97. 1. Deliver AWESOME. 2. Perform a satisfaction interview. 3. Draft a testimonial from the interview. 4. Ask for a review and/or action shots. HOW TO GET PERSUASIVE REVIEWS: Social Proof Conversion | @aschottmuller #ConvCon 1 2 3 4
  98. 98. Consumers BUY MORE following a POSITIVE customer experience. Source: Zendesk and Dimensional Research Survey 2013 62% B2B (3 IN 5) 42% B2C (2 IN 5) Social Proof Conversion | @aschottmuller #ConvCon
  99. 99. SAMPLE QUESTIONS: 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 STEP 2: INTERVIEW for SATISFACTION Social Proof Conversion | @aschottmuller #ConvCon
  100. 100. SAMPLE QUESTIONS: A. Reason for purchase (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 ($, #, %, ) STEP 3: ASSEMBLE DRAFT TESTIMONIAL  BA G  CB F  EA F G Social Proof Conversion | @aschottmuller #ConvCon
  101. 101. 3%of consumers will post a positive review on their own. 3 IN 100 Social Proof Conversion | @aschottmuller #ConvCon
  102. 102. 3 IN 10 WHEN YOU ASK, 30% of consumers actually post an online review. STEP 4: ASK FOR REVIEWS Social Proof Conversion | @aschottmuller #ConvCon
  103. 103. SOCIAL PROOF CRO KEY TAKEAWAYS Social Proof Conversion | @aschottmuller #ConvCon
  104. 104. #RememberTheCravens Transform the unknowns and fears of ‘scaredy cats’ into confident customers… Social Proof Conversion | @aschottmuller #ConvCon
  105. 105.  Objective = Reduce Fear  Diversify with 6S social proof formats  Quality trumps quantity (Use CRAVENS scorecard)  Persuasive proof acquisition is strategic Social Proof CRO Key Takeaways Social Proof Conversion | @aschottmuller #ConvCon
  106. 106. HOMEWORK TASK #1: Identify "anxiety points" on your page, and then revise or buffer with social proof. Social Proof Conversion | @aschottmuller #ConvCon
  107. 107. Social Proof Conversion | @aschottmuller #ConvCon "RISK-FREE" is mentioned 5 times. What risks we should be thinking about??
  108. 108. HOMEWORK TASK #2: Apply "CRAVENS" scoring and test your social proof. Social Proof Conversion | @aschottmuller #ConvCon
  109. 109. DON'T WAIT FOR PERFECTION TO TEST... Source: WhichTestWon.com archives #17416 "Good training for the work environment in Europe" "Very useful for practice!" "Almost a carbon copy of the real aptitude test." WIKIJOB A/B TESTING ADDITION OF TESTIMONIALS: A B +34% Social Proof Conversion | @aschottmuller #ConvCon
  110. 110. Social Proof Conversion | @aschottmuller #ConvCon If you still use generic, unsigned testimonials after seeing this...
  111. 111. HOMEWORK TASK #3: Gather on-going social proof with satisfaction surveys and review “requests.” Social Proof Conversion | @aschottmuller #ConvCon
  112. 112. Most importantly… Social Proof Conversion | @aschottmuller #ConvCon
  113. 113. ~ Angie Schottmuller @aschottmuller, Marketing Optimization Advisor It's not what SOCIAL PROOF can for your landing page. It's what social proof can do for your business direction.
  114. 114. Approach EVERY customer opportunity or encounter as a TESTIMONIAL. Your legacy will be epic with abundant social proof.
  115. 115. ANGIE SCHOTTMULLER Marketing Optimization Advisor @aschottmuller linkedin.com/in/angieschottmuller aschottmuller@yahoo.com Top 10 of 2015 ONLINE MARKETING

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