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SOCIAL PROOF TIPS 
TO BOOST LANDING PAGE CONVERSIONS 
#RememberTheCravens 
Angie Schottmuller | Three Deep Marketing,
Social Proof Tips to Boost Landing Page Conversions 
Angie Schottmuller 
Director of Optimization 
Three Deep Marketing 
Ryan Engley 
Unbounce Director of Customer 
Success 
#unwebinar @unbounce @aschottmuller 
Check out Unbounce’s first 
Call To Action Conference 
http://www.calltoactionconf.com/
WATCH THE RECORDING 
(if you want to get the full spiel) 
http://webinar.unbounce.com/social-proof-tips
Social Proof Tips to Boost 
Landing Page Conversions 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Consumers TRUST social proof reviews 
than manufacturers' descriptions. 
Source: eMarketer, February 2010, survey of US internet users by online video review site EXPO 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
OTHERS 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
YOU
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens 
Let me check these guys 
out on Google...
SOCIAL PROOF 
"The tendency to see an action 
as more appropriate when 
OTHERS are doing it." 
~ Robert Cialdini 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
SOCIAL (a.k.a. "The Others") 
CUSTOMERS 
SUPPLIERS 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
PARTNERS 
"FAMOUS" 
PEOPLE 
INDUSTRY 
EXPERTS EMPLOYEES
PROOF (a.k.a. "Evidence") 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
SOCIAL PROOF ("Others' Evidence") 
6S = Score It, Sum It, Say It, Sign It, Show It, Shine It 
1 2 3 4 5 6 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
1 
6 
5 
4 
4 
5 
5 
1 
3 
2 
2 
6S Evidence Modes of Social Proof by Angie Schottmuller
Why? 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
McDonald's Big Mac 
ADVERTISED vs. ACTUAL 
(rotated to most attractive angle) 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Taco Bell Crunchy Taco 
ADVERTISED vs. ACTUAL 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Liar! 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Circle of 
Trust YOU 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
The "OTHERS" will always be 
more believable. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
The "OTHERS" will always be 
more persuasive. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Therein lies a secret to 
persuasion.... 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
SOCIAL PROOF must ___________ 
to optimally aid conversion. 
A. Inspire Trust and Likeability 
B. Show Participation 
C. Reduce Anxiety 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
 DECISIONS ARE EMOTIONAL, 
NOT LOGICAL.  
~ Somebody wanting to mess with our mind 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
"To deny the facts would be illogical." ~ Spock 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Aristotle's ingredients for persuasion: 
ethos, logos, and pathos. 
(credibility, logic, and emotion) 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Credibility sets the stage. 
Logic leads to CONCLUSION. 
Emotion leads to ACTION. 
~ Angie Schottmuller 
@aschottmuller, Optimization Director, Three Deep Marketing 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Before applying social proof, evaluate your stage.... 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
What anxieties occur on your landing page? 
Webinar attendee-submitted landing page examples 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
That mouse is NOT what I was 
expecting. It looks scary! 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
YOU 
CRAVEN 
~80% of YOUR PROSPECTS 
"My give up. My give up!" 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
(~Jar Jar Binks)
#RememberTheCravens 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
REDUCE THE ANXIETY.... 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
CREDIBLE 
a.k.a. believable, trustworthy, authoritative, authentic, "ethos" 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
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Future of Marketing LP Example 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
TRUSTED BRAND 
ENDORSEMENT 
RECOGNIZED 
INDUSTRY EXPERTS 
(authoritative "partners") 
AUTHENTIC 
PHOTOS
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
What *NOT* to do social proof example
DON'T FAKE IT. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
TM REALLY?? 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
What *NOT* to do social proof example
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens 
Uhhh..., I don't think Meagan 
actually wrote THAT review.
SAYS WHO?? 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
What *NOT* to do social proof example
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens 
Yes, son, treat "stranger danger" 
and "anonymous testimonials" 
as the same thing.
Social proof must REDUCE 
concerns and questions 
...NEVER create them. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Rotating Testimonial Carousels/Sliders... 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
DON'T 
YOU 
DARE
You WANT to 
take away the 
teddy bear?? 
#meanie 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
RELEVANT 
a.k.a. pertinent, germane, applicable, material, meaningful, important 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
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I confess I need exercise, but 
this solution really doesn't 
seem relevant for me... 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens
RELEVANT TO 
DIVERSE INDUSTRIES 
RELEVANT TO 
JOB TITLE 
RELEVANT TO 
USER'S CHALLENGE 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
ExtremeTerrain Advocate Live Chat 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
JEEP ADVOCATE *LIVE* 
SOCIAL SUPPORT 
JEEP MODEL 
RELEVANCE 
(with matching photo) 
Advocate live chat powered by: www.needle.com
LOCATION RELEVANCE 
DETAILED PERSONA 
RELEVANCE 
PHOTO CREDIBILITY 
Advocate live chat powered by: 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
www.needle.com 
EXPERIENCE, STYLE 
RELEVANCE
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
ATTRACTIVE 
a.k.a. value-added, satisfying, pleasing, positive, "pathos" 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
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When targeting "friends of fans" 
in Facebook Ads... 
Facepile Facebook Plugin: https://developers.facebook.com/docs/plugins/facepile 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Hey! 
I know him!
Bidsketch Landing Page Example 
ANXIETY / INTEREST: 
SAVE TIME & BOOST EFFICIENCY ANXIETY / INTEREST: 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
MAINTAIN QUALITY
Belly rub? Ohhhh yeah!!! 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Count me in! 
#RememberTheCravens
GENERIC TESTIMONIAL 
(no relevance connection, creates 
questions about "good") 
PERFECT *10-STAR* RATING 
(non-standard metrics create pause/doubt) 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
What *NOT* to do social proof example
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
VISUAL 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
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R 
A 
V 
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N 
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USER-SHARED 
ACTION PHOTOS 
STAR RATINGS 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
COMPANY LOGO 
IN SIGNATURE 
"REAL CUSTOMER" 
PHOTO 
SUBDUED CLIENT 
LOGO BADGES
VISUALIZE 
VALUE. 
DON'T 
DISTRACT. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
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
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens 
Staring... contest... 
So captivating... I.... ahh, what?
Let HERO SHOT and CTA colors stand-out... 
ORIGINAL COLOR-NEUTRALIZED MOCK-UP 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
ENUMERATED 
a.k.a. numeric, quantified, counted, amount, "logos" 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
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WANNA' DANCE? 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
HOW 'BOUT NOW? 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
LOW SHARE NUMBERS 
(+distracts from primary CTA) 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
What *NOT* to do social proof example
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
This is NOT cool... 
#RememberTheCravens
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
SCORED 
SATISFACTION 
QUANTIFIED 
PERSPECTIVE 
"Ooh! I just love 
that decimal." 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Sign-ups, downloads, 
orders, visitors... 
QUANTIFY PROOF 
IN REAL-TIME with 
UserStats.com. 
(Free and paid subscriptions available.) 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
*This is not a product endorsement.
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
NEARBY 
(ANXIETY POINTS) 
a.k.a. near, close, proximate 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
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Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens 
Could you come closer and say that? This is 
about as close as I'm gonna' get...
PROXIMATE TO 
CTA ANXIETY 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
TESTIMONIAL W/O SIGNATURE 
...NEARBY A [STOCK?] STAFF PHOTO 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
What *NOT* to do social proof example
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Oy vey! 
#RememberTheCravens
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
SPECIFIC 
a.k.a. distinct, distinguishing, descriptive, value-added, precise 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
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Specifics galore! 
FREQUENCY 
VOLUME 
IMPACT 
VALUE 
CUSTOMER PHOTO 
VIDEO THUMBNAIL 
CUSTOMER CREDENTIALS 
VIDEO DURATION 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Could you be more specific 
about the rolling part? 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens
#RememberTheCravens 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens 
TRANSLATE ANXIETY....
...TO CONFIDENT DELIGHT! 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
CRAVENS Score for Page: UW-Eau Claire Woundstock 
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY
CRAVENS Score for Review: L.L. Bean Stowaway Jacket 
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* 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY
Lord, please help me 
get reviews like THAT! 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens
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. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
STEP 1: DELIVER AWESOME 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
PERSUASIVE TESTIMONIAL CORE 
CLIENT 
PROBLEM 
BUSINESS 
SOLUTION 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
RESULT 
SPECIFICS 
GLUE 
% $ 

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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
 
G
of consumers will post 
a positive review on their own. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
WHEN YOU ASK, 
of 
consumers actually 
post an online review. 
STEP 4: ASK FOR REVIEWS 
THAT'S 10X 
MORE! 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
The MOST IMPORTANT takeaway... 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
3 HOMEWORK TASKS 
(No kitty litter pans involved.) 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
HOMEWORK TASK #1: 
Identify "anxiety points" on your page, 
page, and revise or buffer with social 
social proof. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
"RISK-FREE" is mentioned 5 times. 
What risks we should be thinking about?? 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens
IMAGINE.... 
TESTIMONIAL SNIPPET AS 
BENEFIT-DRIVEN HEADLINE 
(add text signature) 
AUTHENTIC, VALUE-ADDED 
CUSTOMER ACTION PHOTO 
(matched to headline) 
BENEFIT-SPECIFIC 
REVIEW SNIPPETS 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Image credit: Unbounce.com 
How might others say your message?
HOMEWORK TASK #2: 
Apply "CRAVENS" scoring and 
test your social proof. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
#RememberTheCravens
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." 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Source: WhichTestWon.com archives #17416 
WIKIJOB A/B TESTING ADDITION OF TESTIMONIALS 
A B +34%
If you use generic, unsigned testimonials after seeing this... 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
HOMEWORK TASK #3: 
Gather on-going social proof with 
satisfaction surveys and review 
"requests". 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
TIME FOR SOME... 
LIVE REVIEWS 
Disclaimer: The following feedback and scoring is specific to the quality of 
social proof to influence conversion, not the overall landing page. 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Meridian Pacific "Find Properties" LP 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
http://investment-properties.meridianpacificproperties.com/ 
WEBINAR ATTENDEE-SUBMITTED PAGE
Meridian Pacific "Find Properties" 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 1 
VISUAL 3 
ENUMERATED 3 
NEARBY [anxiety points] 1 
SPECIFIC 2 
TOTAL: 16 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
http://investment-properties.meridianpacificproperties.com/ 
WEBINAR ATTENDEE-SUBMITTED PAGE
Garcinia Cambogia "Order" 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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE 
http://easygarciniacambogia.com
Customerville "See Demo" LP 
WEBINAR ATTENDEE-SUBMITTED PAGE 
http://try.customerville.com/for-net-promoter-score-voice-of-customer-saas-demo-1b/ 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE 
http://try.customerville.com/for-net-promoter-score-voice-of-customer-saas-demo-1b/
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE 
http://emagrecimentoefetivo.com.br
Bryan University Sports Trainer 
"Request Info" LP 
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE 
http://bryanuniversity.edu/lp/aptes-test
Factor 75 Email Sign-up LP 
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 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE 
http://get.factor75.com/twitter/
DLL-Files.com "Buy Now" LP 
SOCIAL PROOF PERSUASION QUALITY 
"CRAVENS" Scorecard 
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad 
Factor Score 
CREDIBLE 2 
RELEVANT -5 
ATTRACTIVE 1 
VISUAL 2 
ENUMERATED 2 
NEARBY [anxiety points] 1 
SPECIFIC 1 
TOTAL: 4 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE 
http://www.dll-files.com/get-fixer/
#RememberTheCravens 
#unwebinar @unbounce @aschottmuller 
Angie Schottmuller 
Director of Optimization, Three Deep Marketing 
angie.schottmuller@threedeepmarketing.com 
@aschottmuller
Need Help Connecting Social Proof & Conversion? 
At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge 
optimization tactics with powerful user-centric strategies to deliver lasting, tangible ROI. 
Contact Me for a CRAVENS Scorecard 
Maximize your social proof conversion impact today! 
Angie Schottmuller 
Director of Optimization 
angie.schottmuller@threedeepmarketing.com 
@aschottmuller 
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
http://try.unbounce.com/for-social-proof

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Social Proof Tips to Boost Landing Page Conversions

  • 1. SOCIAL PROOF TIPS TO BOOST LANDING PAGE CONVERSIONS #RememberTheCravens Angie Schottmuller | Three Deep Marketing,
  • 2. Social Proof Tips to Boost Landing Page Conversions Angie Schottmuller Director of Optimization Three Deep Marketing Ryan Engley Unbounce Director of Customer Success #unwebinar @unbounce @aschottmuller Check out Unbounce’s first Call To Action Conference http://www.calltoactionconf.com/
  • 3. WATCH THE RECORDING (if you want to get the full spiel) http://webinar.unbounce.com/social-proof-tips
  • 4. Social Proof Tips to Boost Landing Page Conversions Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 5. Consumers TRUST social proof reviews than manufacturers' descriptions. Source: eMarketer, February 2010, survey of US internet users by online video review site EXPO Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 6. OTHERS Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller YOU
  • 7. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens Let me check these guys out on Google...
  • 8. SOCIAL PROOF "The tendency to see an action as more appropriate when OTHERS are doing it." ~ Robert Cialdini Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 9. SOCIAL (a.k.a. "The Others") CUSTOMERS SUPPLIERS Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller PARTNERS "FAMOUS" PEOPLE INDUSTRY EXPERTS EMPLOYEES
  • 10. PROOF (a.k.a. "Evidence") Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 11. SOCIAL PROOF ("Others' Evidence") 6S = Score It, Sum It, Say It, Sign It, Show It, Shine It 1 2 3 4 5 6 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 1 6 5 4 4 5 5 1 3 2 2 6S Evidence Modes of Social Proof by Angie Schottmuller
  • 12. Why? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 13. McDonald's Big Mac ADVERTISED vs. ACTUAL (rotated to most attractive angle) Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 14. Taco Bell Crunchy Taco ADVERTISED vs. ACTUAL Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 15. Liar! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 16. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 17. Circle of Trust YOU Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 18. The "OTHERS" will always be more believable. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 19. The "OTHERS" will always be more persuasive. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 20. Therein lies a secret to persuasion.... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 21. SOCIAL PROOF must ___________ to optimally aid conversion. A. Inspire Trust and Likeability B. Show Participation C. Reduce Anxiety Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 22. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 23. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 24. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 25.  DECISIONS ARE EMOTIONAL, NOT LOGICAL.  ~ Somebody wanting to mess with our mind Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 26. "To deny the facts would be illogical." ~ Spock Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 27. Aristotle's ingredients for persuasion: ethos, logos, and pathos. (credibility, logic, and emotion) Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 28. Credibility sets the stage. Logic leads to CONCLUSION. Emotion leads to ACTION. ~ Angie Schottmuller @aschottmuller, Optimization Director, Three Deep Marketing Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 29. Before applying social proof, evaluate your stage.... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 30. What anxieties occur on your landing page? Webinar attendee-submitted landing page examples Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 31. That mouse is NOT what I was expecting. It looks scary! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 32. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 33. YOU CRAVEN ~80% of YOUR PROSPECTS "My give up. My give up!" Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller (~Jar Jar Binks)
  • 34. #RememberTheCravens Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 35. REDUCE THE ANXIETY.... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 36. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 37. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 38. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific CREDIBLE a.k.a. believable, trustworthy, authoritative, authentic, "ethos" Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller C R A V E N S
  • 39. Future of Marketing LP Example Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller TRUSTED BRAND ENDORSEMENT RECOGNIZED INDUSTRY EXPERTS (authoritative "partners") AUTHENTIC PHOTOS
  • 40. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller What *NOT* to do social proof example
  • 41. DON'T FAKE IT. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 42. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 43. TM REALLY?? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller What *NOT* to do social proof example
  • 44. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens Uhhh..., I don't think Meagan actually wrote THAT review.
  • 45. SAYS WHO?? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller What *NOT* to do social proof example
  • 46. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens Yes, son, treat "stranger danger" and "anonymous testimonials" as the same thing.
  • 47. Social proof must REDUCE concerns and questions ...NEVER create them. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 48. Rotating Testimonial Carousels/Sliders... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller DON'T YOU DARE
  • 49. You WANT to take away the teddy bear?? #meanie Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  • 50. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific RELEVANT a.k.a. pertinent, germane, applicable, material, meaningful, important Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller C R A V E N S
  • 51. I confess I need exercise, but this solution really doesn't seem relevant for me... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  • 52. RELEVANT TO DIVERSE INDUSTRIES RELEVANT TO JOB TITLE RELEVANT TO USER'S CHALLENGE Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 53. ExtremeTerrain Advocate Live Chat Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller JEEP ADVOCATE *LIVE* SOCIAL SUPPORT JEEP MODEL RELEVANCE (with matching photo) Advocate live chat powered by: www.needle.com
  • 54. LOCATION RELEVANCE DETAILED PERSONA RELEVANCE PHOTO CREDIBILITY Advocate live chat powered by: Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller www.needle.com EXPERIENCE, STYLE RELEVANCE
  • 55. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific ATTRACTIVE a.k.a. value-added, satisfying, pleasing, positive, "pathos" Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller C R A V E N S
  • 56. When targeting "friends of fans" in Facebook Ads... Facepile Facebook Plugin: https://developers.facebook.com/docs/plugins/facepile Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Hey! I know him!
  • 57. Bidsketch Landing Page Example ANXIETY / INTEREST: SAVE TIME & BOOST EFFICIENCY ANXIETY / INTEREST: Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller MAINTAIN QUALITY
  • 58. Belly rub? Ohhhh yeah!!! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Count me in! #RememberTheCravens
  • 59. GENERIC TESTIMONIAL (no relevance connection, creates questions about "good") PERFECT *10-STAR* RATING (non-standard metrics create pause/doubt) Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller What *NOT* to do social proof example
  • 60. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific VISUAL Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller C R A V E N S
  • 61. USER-SHARED ACTION PHOTOS STAR RATINGS Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 62. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller COMPANY LOGO IN SIGNATURE "REAL CUSTOMER" PHOTO SUBDUED CLIENT LOGO BADGES
  • 63. VISUALIZE VALUE. DON'T DISTRACT. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller 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
  • 64. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens Staring... contest... So captivating... I.... ahh, what?
  • 65. Let HERO SHOT and CTA colors stand-out... ORIGINAL COLOR-NEUTRALIZED MOCK-UP Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 66. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific ENUMERATED a.k.a. numeric, quantified, counted, amount, "logos" Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller C R A V E N S
  • 67. WANNA' DANCE? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 68. HOW 'BOUT NOW? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 69. LOW SHARE NUMBERS (+distracts from primary CTA) Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller What *NOT* to do social proof example
  • 70. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller This is NOT cool... #RememberTheCravens
  • 71. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 72. SCORED SATISFACTION QUANTIFIED PERSPECTIVE "Ooh! I just love that decimal." Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 73. Sign-ups, downloads, orders, visitors... QUANTIFY PROOF IN REAL-TIME with UserStats.com. (Free and paid subscriptions available.) Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller *This is not a product endorsement.
  • 74. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific NEARBY (ANXIETY POINTS) a.k.a. near, close, proximate Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller C R A V E N S
  • 75. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens Could you come closer and say that? This is about as close as I'm gonna' get...
  • 76. PROXIMATE TO CTA ANXIETY Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 77. TESTIMONIAL W/O SIGNATURE ...NEARBY A [STOCK?] STAFF PHOTO Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller What *NOT* to do social proof example
  • 78. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Oy vey! #RememberTheCravens
  • 79. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific SPECIFIC a.k.a. distinct, distinguishing, descriptive, value-added, precise Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller C R A V E N S
  • 80. Specifics galore! FREQUENCY VOLUME IMPACT VALUE CUSTOMER PHOTO VIDEO THUMBNAIL CUSTOMER CREDENTIALS VIDEO DURATION Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 81. Could you be more specific about the rolling part? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  • 82. #RememberTheCravens Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 83. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens TRANSLATE ANXIETY....
  • 84. ...TO CONFIDENT DELIGHT! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 85. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 86. CRAVENS Score for Page: UW-Eau Claire Woundstock 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY
  • 87. CRAVENS Score for Review: L.L. Bean Stowaway Jacket 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* Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY
  • 88. Lord, please help me get reviews like THAT! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  • 89. 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. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 90. STEP 1: DELIVER AWESOME Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  • 91. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 92. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 93. PERSUASIVE TESTIMONIAL CORE CLIENT PROBLEM BUSINESS SOLUTION Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller RESULT SPECIFICS GLUE % $ 
  • 94. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller  G
  • 95. of consumers will post a positive review on their own. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 96. WHEN YOU ASK, of consumers actually post an online review. STEP 4: ASK FOR REVIEWS THAT'S 10X MORE! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 97. The MOST IMPORTANT takeaway... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 98. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 99. 3 HOMEWORK TASKS (No kitty litter pans involved.) Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 100. HOMEWORK TASK #1: Identify "anxiety points" on your page, page, and revise or buffer with social social proof. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 101. "RISK-FREE" is mentioned 5 times. What risks we should be thinking about?? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  • 102. IMAGINE.... TESTIMONIAL SNIPPET AS BENEFIT-DRIVEN HEADLINE (add text signature) AUTHENTIC, VALUE-ADDED CUSTOMER ACTION PHOTO (matched to headline) BENEFIT-SPECIFIC REVIEW SNIPPETS Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Image credit: Unbounce.com How might others say your message?
  • 103. HOMEWORK TASK #2: Apply "CRAVENS" scoring and test your social proof. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  • 104. 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." Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Source: WhichTestWon.com archives #17416 WIKIJOB A/B TESTING ADDITION OF TESTIMONIALS A B +34%
  • 105. If you use generic, unsigned testimonials after seeing this... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 106. HOMEWORK TASK #3: Gather on-going social proof with satisfaction surveys and review "requests". Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 107. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 108. TIME FOR SOME... LIVE REVIEWS Disclaimer: The following feedback and scoring is specific to the quality of social proof to influence conversion, not the overall landing page. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 109. Meridian Pacific "Find Properties" LP Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller http://investment-properties.meridianpacificproperties.com/ WEBINAR ATTENDEE-SUBMITTED PAGE
  • 110. Meridian Pacific "Find Properties" 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 1 VISUAL 3 ENUMERATED 3 NEARBY [anxiety points] 1 SPECIFIC 2 TOTAL: 16 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY http://investment-properties.meridianpacificproperties.com/ WEBINAR ATTENDEE-SUBMITTED PAGE
  • 111. Garcinia Cambogia "Order" 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE http://easygarciniacambogia.com
  • 112. Customerville "See Demo" LP WEBINAR ATTENDEE-SUBMITTED PAGE http://try.customerville.com/for-net-promoter-score-voice-of-customer-saas-demo-1b/ Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  • 113. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE http://try.customerville.com/for-net-promoter-score-voice-of-customer-saas-demo-1b/
  • 114. 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE http://emagrecimentoefetivo.com.br
  • 115. Bryan University Sports Trainer "Request Info" LP 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE http://bryanuniversity.edu/lp/aptes-test
  • 116. Factor 75 Email Sign-up LP 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 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE http://get.factor75.com/twitter/
  • 117. DLL-Files.com "Buy Now" LP SOCIAL PROOF PERSUASION QUALITY "CRAVENS" Scorecard SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad Factor Score CREDIBLE 2 RELEVANT -5 ATTRACTIVE 1 VISUAL 2 ENUMERATED 2 NEARBY [anxiety points] 1 SPECIFIC 1 TOTAL: 4 Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Social Proof Quality Persuasive 16+ Likely 11-15 Neutral 6-10 Unlikely 1-5 Negative <= 1 UNLIKELY VERY LIKELY WEBINAR ATTENDEE-SUBMITTED PAGE http://www.dll-files.com/get-fixer/
  • 118. #RememberTheCravens #unwebinar @unbounce @aschottmuller Angie Schottmuller Director of Optimization, Three Deep Marketing angie.schottmuller@threedeepmarketing.com @aschottmuller
  • 119. Need Help Connecting Social Proof & Conversion? At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge optimization tactics with powerful user-centric strategies to deliver lasting, tangible ROI. Contact Me for a CRAVENS Scorecard Maximize your social proof conversion impact today! Angie Schottmuller Director of Optimization angie.schottmuller@threedeepmarketing.com @aschottmuller Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller