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.
SEO Conversion Strategies (MacGyver Problem Solving Edition)Angie Schottmuller
Challenged at how to convert more organic search web traffic? Check out these hot tactics that dually aid BOTH search ranking and conversion optimization with a little help from the ultimate problem solver, MacGyver!
"A search query is simply a question for a root need or problem. To optimize for both search and conversion, PROVE you're the best solution." - Angie Schottmuller
Presented at Conductor's C3 SEO Conference (Sep 19, 2013)
Mobile isn't just a device. It's a CONTEXT. Check out these 4 actionable mobile context insights to help you drive better engagement, leads and sales.
Conversion World keynote presentation - April 21, 2015
Are your featured marketing images aiding or hurting leads and sales? Learn how to transition basic images into compelling 'hero shots' that drive EPIC conversion with these 7 key principles.
BONUS: Get a FREE 'Hero Shot Scorecard' to help grade and prioritize images and video thumbnails for your marketing campaigns along with Google Analytics event tracking code snippets and custom reports for measurable accountability.
>> Presented Jan 21, 2015 - Visual Website Optimizer (VWO) Webinar.
Short link: http://j.mp/7heroshotsecrets
MORE INFO: Check out the article and webinar recording here: http://j.mp/heroshotintro
CRO, meet SEO! It's time to maximize organic conversions with these 12 power plays. Learn common optimization factors, the SEO CRO funnel, tricks, trends, & more!
(Presented at Conversion Conference Chicago on June 11, 2013 and SMX Advanced June 12, 2013.)
Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge organic conversion tactics with powerful user-centric strategies to deliver lasting, tangible ROI.
Your time and budget is finite. Grow ROI with an SEO & CRO power play.
>> Contact me today for a consultation!
Can your web page pass the 5-second or 6-foot test? >> Are you properly leveraging color physiology to drive action? >> Are you measuring bounce rate correctly?
ARE YOU SURE?? Better double check that with these powerful tricks and insights for marketing and design!
Physiology can quickly trump persuasion. If your customer can't SEE it, conversion is obviously unlikely. Learn how to "optimize for the eye" with 3 quick usability tests, a color model (that converts like clockwork), and web analytics tracking code that will truly make you a HERO!
>> Presented Oct 14, 2014 at Hero Conf Conversion Summit. #HeroConf
>> SLIDESHARE OF THE DAY - Dec 3, 2014.
Short link: http://j.mp/crofortheeye
Article:
You found a page that needs optimizing… now what? Don't proceed blindly. Leverage these 4 key metrics for strategic, data-driven content marketing.
VIDEO: http://j.mp/1Jn1EWH
SEO Conversion Strategies (MacGyver Problem Solving Edition)Angie Schottmuller
Challenged at how to convert more organic search web traffic? Check out these hot tactics that dually aid BOTH search ranking and conversion optimization with a little help from the ultimate problem solver, MacGyver!
"A search query is simply a question for a root need or problem. To optimize for both search and conversion, PROVE you're the best solution." - Angie Schottmuller
Presented at Conductor's C3 SEO Conference (Sep 19, 2013)
Mobile isn't just a device. It's a CONTEXT. Check out these 4 actionable mobile context insights to help you drive better engagement, leads and sales.
Conversion World keynote presentation - April 21, 2015
Are your featured marketing images aiding or hurting leads and sales? Learn how to transition basic images into compelling 'hero shots' that drive EPIC conversion with these 7 key principles.
BONUS: Get a FREE 'Hero Shot Scorecard' to help grade and prioritize images and video thumbnails for your marketing campaigns along with Google Analytics event tracking code snippets and custom reports for measurable accountability.
>> Presented Jan 21, 2015 - Visual Website Optimizer (VWO) Webinar.
Short link: http://j.mp/7heroshotsecrets
MORE INFO: Check out the article and webinar recording here: http://j.mp/heroshotintro
CRO, meet SEO! It's time to maximize organic conversions with these 12 power plays. Learn common optimization factors, the SEO CRO funnel, tricks, trends, & more!
(Presented at Conversion Conference Chicago on June 11, 2013 and SMX Advanced June 12, 2013.)
Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge organic conversion tactics with powerful user-centric strategies to deliver lasting, tangible ROI.
Your time and budget is finite. Grow ROI with an SEO & CRO power play.
>> Contact me today for a consultation!
Can your web page pass the 5-second or 6-foot test? >> Are you properly leveraging color physiology to drive action? >> Are you measuring bounce rate correctly?
ARE YOU SURE?? Better double check that with these powerful tricks and insights for marketing and design!
Physiology can quickly trump persuasion. If your customer can't SEE it, conversion is obviously unlikely. Learn how to "optimize for the eye" with 3 quick usability tests, a color model (that converts like clockwork), and web analytics tracking code that will truly make you a HERO!
>> Presented Oct 14, 2014 at Hero Conf Conversion Summit. #HeroConf
>> SLIDESHARE OF THE DAY - Dec 3, 2014.
Short link: http://j.mp/crofortheeye
Article:
You found a page that needs optimizing… now what? Don't proceed blindly. Leverage these 4 key metrics for strategic, data-driven content marketing.
VIDEO: http://j.mp/1Jn1EWH
Leverage these 10 best practices to provide a quality landing page experience for both desktop and mobile users that converts! Includes tips to implement click-to-call, default zipcode fields by geoIP, and more.
Social Media ROI: Formulas & Conversion Optimization TipsAngie Schottmuller
Are YOU measuring social media ROI? Now you can! Loaded with 14 formulas for quantifying social media benefits and over 17 case study examples of social proof facilitating conversion, this presentation is a MUST-READ for any social marketer!
Still not convinced of the impact of social media on sales? Test it with the Unbounce landing page testing platform: http://try.unbounce.com/seschi (Use promo code ses503 to get 3 months at 50% off.)
Presented on Nov 13, 2012 at SES Chicago, #SESCHI.
Learn actionable tactics to boost your conversion rates and get more ROI out of existing marketing efforts. Includes checklists for optimized call-to-action buttons, landing page essential elements, templates for requesting client testimonials, and more!
Presented at Interactivity Digital (#ID2013) in South Beach, FL on May 15, 2013.
Presented by our very own Angie Schottmuller at Conversion Conference Chicago on June 11, 2013 and SMX Advanced on June 12, 2013.
CRO, meet SEO! It's time to maximize organic conversions with these 12 power plays. Learn common optimization factors, the SEO CRO funnel, tricks, trends, & more!
Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge organic conversion tactics with powerful user-centric strategies to deliver lasting, tangible ROI. Your time and budget is finite. Grow ROI with an SEO & CRO power play. >> Contact us today for a consultation!
Conversion Hotel 2014: Angie Schotmuller (US) keynoteWebanalisten .nl
Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy
BrightonSEO 2017 Presentation Slides - How to Incentives Bloggers Without Buy...Sam Charles
Learn how to forge relationships with influencers and build links without spending a penny. Packed with actionable takeaways for developing a killer link building campaign – from a blogger’s perspective!
Personalisation: Putting People at the Centre of Your Conversion Efforts - Ne...Ned Poulter
How people use the web has changed. Consumers are demanding more from their online interaction with brands. They expect only specific and personally relevant messaging before they are inclined to take the actions that you are influencing them towards.
In this talk, Ned will share observations on the changing nature of how personalisation is being used across the web. He’ll provide insight and actionable takeaways from his work to help fuel your conversion efforts and better optimise your digital activities., challenging some ideals and hopefully prompting greater use of personalisation in your marketing.
Brand: The Only Future Ranking Factor - Malcolm Slade speaking at Brighton SEOEpiphany
Malcolm’s presentation, Brand: The Only Future Ranking Factor, revisits research he carried out back in 2012 to see if he was right about the importance of brand signals in SEO and the influence brand power has in affecting rankings.
Additionally, Malcolm also discussed what the state of play for SEO looks like in 2017, and the potential opportunities that will drive search success in the near future.
Strategical SEO Audits that Drive Growth at #DigitalOlympusAleyda Solís
Actionable tips to identify the issues & opportunities that matter the most and capitalize on quick wins and higher potential queries to drive out SEO efforts
Monday's #AtomicChat was all about the don'ts of content marketing. Featuring comments from @JuliaEMcCoy, @KG7MAJ, @wakefly, @chevd80, @LindsayFultz, @adhutchinson, @di_wo, @joegullo and @BH_Social.
SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email...Distilled
Discover which key lifecycle stage-specific campaigns can and should be automated. In this session Tamara will guide us through how to get started with lifecycle email campaigns, by sharing examples and best practices, and of course how to avoid those common pitfalls.
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
Mobile-First SEO - The Marketers Edition #3XEDigitalAleyda Solís
How to target your SEO process to a reality of more people searching on mobile devices than desktop and an upcoming mobile first Google index? Check it out.
What do you want to learn?
Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
Lean is all about identifying and quantifying risk.
Don’t just ask questions.
Know what decisions you can make from these surveys.
Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC This is where we survey
1. Keep surveys short ! Under 5 minutes is ideal
Completion Rates
Survey Monkey: Does Adding One More Question Impact Survey Completion Rate?
Industry Benchmarks
40% is awesome ! 30% is great ! 20% is good ! ~15% is expected !
What We See In Practice
Longer Surveys Decrease Completion Rates
A 5 Question Screener That I Did Recently
14% CTR from Nudge to Screener ! 202 Responses in 7 days ! 202 Opt-Ins for further studies !
By the way… ! Satisfaction surveys see 10% or lower response rates
2. Start broad then get detailed ! Satisfaction -> specifics
Broad questions
How satisfied are you?
What is your primary motivation?
What best describes why you came here today?
Specific questions
What is your experience with using X?
How satisfied are you with X/Y/Z?
3. Ask what you need to know ! Avoid what’s nice to know
What do you want to learn?
What are you going to DO with this survey data?
It’s easy to let additional questions creep up. Resist the urge!
4. Avoid hypothetical questions
Would you buy X if we offered it?
Instead, ask people about their CURRENT experience, frustrations, or workarounds to their problem.
5. Test survey internally
Startups have smaller customer counts. Surveying multiple times gets interpreted as spam.
Dry runs with your team are a great way to check if anything is confusing.
3 Ways to Get Surveys In Front of People 2
1. Email !
Apple ’s satisfaction survey uses plain text for simplicity
General Assembly’s HTML emails look too automated
Plain text works best. ! Looks like a real person wrote it.
2. In-App Opt-In !
Google Has Dedicated Usability Opt Ins
Twitter Integrates In-App Opt-In Into Their Apps
Target Opt-Ins Based On People’s Behavior To Increase Chances of Response
2. In-App Pop-up !
GQ Asks about Subscription Friction
Logitech Asks for Use Cases
3 Strategies for Segmenting Survey Results 3
Demographic segmentation is the norm, but only if it actually helps.
1. Platform !
Segmenting by Device Type
Another Example of Segmenting by Device Type
2. Time of Survey Response !
Segmenting by Time Survey Was Completed
Zendesk Uses Time of Survey To Send Surveys At Times That Have Higher Response Rates
Zendesk Figured Out “Not Work Hours” Worked Best
3. Cross-Reference with Analytics !
Cross Reference Analytics Data with Survey Data to Get the Whole Picture
Features used / products bought ! Frequency of visits !
Our Favorite Tools and Workflows 4
Research Tools of the Trade Our toolkit for getting survey’s done.
Book Resource: Improving Survey Questions: Design and Evaluation
Presentation of quick tips, research stats and examples on content marketing best practices that you can start using right now. First shared at Gilbane 2014. First part of a two-part series.
Leverage these 10 best practices to provide a quality landing page experience for both desktop and mobile users that converts! Includes tips to implement click-to-call, default zipcode fields by geoIP, and more.
Social Media ROI: Formulas & Conversion Optimization TipsAngie Schottmuller
Are YOU measuring social media ROI? Now you can! Loaded with 14 formulas for quantifying social media benefits and over 17 case study examples of social proof facilitating conversion, this presentation is a MUST-READ for any social marketer!
Still not convinced of the impact of social media on sales? Test it with the Unbounce landing page testing platform: http://try.unbounce.com/seschi (Use promo code ses503 to get 3 months at 50% off.)
Presented on Nov 13, 2012 at SES Chicago, #SESCHI.
Learn actionable tactics to boost your conversion rates and get more ROI out of existing marketing efforts. Includes checklists for optimized call-to-action buttons, landing page essential elements, templates for requesting client testimonials, and more!
Presented at Interactivity Digital (#ID2013) in South Beach, FL on May 15, 2013.
Presented by our very own Angie Schottmuller at Conversion Conference Chicago on June 11, 2013 and SMX Advanced on June 12, 2013.
CRO, meet SEO! It's time to maximize organic conversions with these 12 power plays. Learn common optimization factors, the SEO CRO funnel, tricks, trends, & more!
Need help connecting SEO & CRO?
At Three Deep, we truly "get-it" when it comes to driving and converting web traffic. We bridge organic conversion tactics with powerful user-centric strategies to deliver lasting, tangible ROI. Your time and budget is finite. Grow ROI with an SEO & CRO power play. >> Contact us today for a consultation!
Conversion Hotel 2014: Angie Schotmuller (US) keynoteWebanalisten .nl
Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy
BrightonSEO 2017 Presentation Slides - How to Incentives Bloggers Without Buy...Sam Charles
Learn how to forge relationships with influencers and build links without spending a penny. Packed with actionable takeaways for developing a killer link building campaign – from a blogger’s perspective!
Personalisation: Putting People at the Centre of Your Conversion Efforts - Ne...Ned Poulter
How people use the web has changed. Consumers are demanding more from their online interaction with brands. They expect only specific and personally relevant messaging before they are inclined to take the actions that you are influencing them towards.
In this talk, Ned will share observations on the changing nature of how personalisation is being used across the web. He’ll provide insight and actionable takeaways from his work to help fuel your conversion efforts and better optimise your digital activities., challenging some ideals and hopefully prompting greater use of personalisation in your marketing.
Brand: The Only Future Ranking Factor - Malcolm Slade speaking at Brighton SEOEpiphany
Malcolm’s presentation, Brand: The Only Future Ranking Factor, revisits research he carried out back in 2012 to see if he was right about the importance of brand signals in SEO and the influence brand power has in affecting rankings.
Additionally, Malcolm also discussed what the state of play for SEO looks like in 2017, and the potential opportunities that will drive search success in the near future.
Strategical SEO Audits that Drive Growth at #DigitalOlympusAleyda Solís
Actionable tips to identify the issues & opportunities that matter the most and capitalize on quick wins and higher potential queries to drive out SEO efforts
Monday's #AtomicChat was all about the don'ts of content marketing. Featuring comments from @JuliaEMcCoy, @KG7MAJ, @wakefly, @chevd80, @LindsayFultz, @adhutchinson, @di_wo, @joegullo and @BH_Social.
SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email...Distilled
Discover which key lifecycle stage-specific campaigns can and should be automated. In this session Tamara will guide us through how to get started with lifecycle email campaigns, by sharing examples and best practices, and of course how to avoid those common pitfalls.
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
Mobile-First SEO - The Marketers Edition #3XEDigitalAleyda Solís
How to target your SEO process to a reality of more people searching on mobile devices than desktop and an upcoming mobile first Google index? Check it out.
What do you want to learn?
Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
Lean is all about identifying and quantifying risk.
Don’t just ask questions.
Know what decisions you can make from these surveys.
Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC This is where we survey
1. Keep surveys short ! Under 5 minutes is ideal
Completion Rates
Survey Monkey: Does Adding One More Question Impact Survey Completion Rate?
Industry Benchmarks
40% is awesome ! 30% is great ! 20% is good ! ~15% is expected !
What We See In Practice
Longer Surveys Decrease Completion Rates
A 5 Question Screener That I Did Recently
14% CTR from Nudge to Screener ! 202 Responses in 7 days ! 202 Opt-Ins for further studies !
By the way… ! Satisfaction surveys see 10% or lower response rates
2. Start broad then get detailed ! Satisfaction -> specifics
Broad questions
How satisfied are you?
What is your primary motivation?
What best describes why you came here today?
Specific questions
What is your experience with using X?
How satisfied are you with X/Y/Z?
3. Ask what you need to know ! Avoid what’s nice to know
What do you want to learn?
What are you going to DO with this survey data?
It’s easy to let additional questions creep up. Resist the urge!
4. Avoid hypothetical questions
Would you buy X if we offered it?
Instead, ask people about their CURRENT experience, frustrations, or workarounds to their problem.
5. Test survey internally
Startups have smaller customer counts. Surveying multiple times gets interpreted as spam.
Dry runs with your team are a great way to check if anything is confusing.
3 Ways to Get Surveys In Front of People 2
1. Email !
Apple ’s satisfaction survey uses plain text for simplicity
General Assembly’s HTML emails look too automated
Plain text works best. ! Looks like a real person wrote it.
2. In-App Opt-In !
Google Has Dedicated Usability Opt Ins
Twitter Integrates In-App Opt-In Into Their Apps
Target Opt-Ins Based On People’s Behavior To Increase Chances of Response
2. In-App Pop-up !
GQ Asks about Subscription Friction
Logitech Asks for Use Cases
3 Strategies for Segmenting Survey Results 3
Demographic segmentation is the norm, but only if it actually helps.
1. Platform !
Segmenting by Device Type
Another Example of Segmenting by Device Type
2. Time of Survey Response !
Segmenting by Time Survey Was Completed
Zendesk Uses Time of Survey To Send Surveys At Times That Have Higher Response Rates
Zendesk Figured Out “Not Work Hours” Worked Best
3. Cross-Reference with Analytics !
Cross Reference Analytics Data with Survey Data to Get the Whole Picture
Features used / products bought ! Frequency of visits !
Our Favorite Tools and Workflows 4
Research Tools of the Trade Our toolkit for getting survey’s done.
Book Resource: Improving Survey Questions: Design and Evaluation
Presentation of quick tips, research stats and examples on content marketing best practices that you can start using right now. First shared at Gilbane 2014. First part of a two-part series.
Today we have CSS specifications for animation and transitions, complex layout, custom properties and much more. In addition to the breadth of modern CSS specifications, our evergreen, auto-updating browsers sneak in new features with every release.
In this talk, I’ll be taking a look at some of the things that CSS is capable of, some of which you might think you need a JavaScript framework or at least a pre-processor to achieve.
Presentation is based on Lumiknows experience of integrating design thinking into Russian organizational culture including Beeline, Promsvyazbank, Intel Russia, Sberbank and many others. By Ekaterina Khramkova, Lumiknows, 2015
An insightful and simple introduction to Dave McClure's Startup Metrics for Pirates (AARRR).
An overall perspective on the importance of measurements and optimization for startups.
@rafaeldahis
For every $92 spent acquiring customers, ONLY $1 is spent converting them. It's time to bring balance to the Force (a.k.a. your optimization strategy). Check out these 5 powerful Star Wars insights to unite your SEO and CRO efforts for impressive power play wins!
>> Keynote presentation Oct 22, 2014 for Conversion Hotel, Netherlands. #CH2014
Short link: http://j.mp/seocrostarwars
We've gathered the most surprising, horrifying, and enlightening sales statistics on cold calling, social selling, sales training, and much more.
Whether you are a sales rookie or an experienced veteran, these 21 sales stats will knock your socks off and perhaps inspire you to improve the way you sell. Enjoy and share!
Pirate Marketing for Startups - by Peter van Sabben - Pirate Summit 2014Peter van Sabben
Pirate Marketing for Startups! For Pirate Summit 2014 in Cologne.
How to do marketing for your startup! The common mistakes, how to test channels, focus on distribution, do proper content marketing and be controversy with unconventional marketing.
By Peter van Sabben - http://twitter.com/sabben
Why Content Really Isn't King And What Actually IsRoss Simmonds
Do you think Content is King? I have news for you. Content isn't king and in this Slideshare, I'm going to show you exactly what is. It's less about the content you create and more about the channels in which you strive to distribute the content. www.rosssimmonds.com
My "Integrated Mobile Marketing Strategy" presentation from SES London. Topics: Mobile SEO, QR codes, Social WiFi, Shazam Ads, Click-to-Call, and more.
Persuasion: 6 Ways to Influence People (and how to say no)Yee Pam
We might not all be sales oriented, but all of us would have to persuade someone at a point. Based on the book by Robert Cialdini, here are the 6 rules of influencing others (and how you can avoid being influenced).
Drawing static pictures and annotating them in a laborious, impenetrable Word document or PDF doesn’t cut it anymore. The richest communication tool is to depict an actual experience in prototype form. And for the web sites and applications we work on most, no form is closer to the real thing than the real thing: an HTML prototype.
Over the past two years, EightShapes has transformed it’s UX design practice to empower all designers – from information architects to visual experts – to utilize HTML prototypes as the leading, iterative communications device for a project. The learning curve is gentle for some, steep for others. But it’s made us all better designers and more effective communicators over time.
Social Proof Tips to Boost Landing Page ConversionsUnbounce
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)
Are you leveraging social proof to optimally boost leads and sales? Checkout out these tricks for harnessing current and past customer success (testimonials, star ratings, customer action shots, etc.) to drive more conversions.
You'll learn:
- What kinds of social proof aid conversion (and why)
- 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)
BONUS: Learn the "CRAVENS" methodology -- a simple scorecard for measuring the quality of social proof to effectively persuade conversion. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby [anxiety points], Specific.
Note: A "craven" is a chicken, quitter, scaredy cat, etc. The CRAVENS model focuses on leveraging social proof to strategically reduce anxiety (i.e. scaredy cat, abandonment tendencies) and in turn boost conversion. Get ready for some actionable social proof tips and some epic LOL cat slides! #RememberTheCravens (scaredy cats!)
Are you leveraging social proof to optimally boost leads and sales? Checkout out these tricks for harnessing current and past customer success (testimonials, star ratings, customer action shots, etc.) to drive more conversions.
You'll learn:
- What kinds of social proof aid conversion (and why)
- 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)
BONUS: Learn my "CRAVENS" methodology -- a simple scorecard for measuring the quality of social proof to effectively persuade conversion. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby [anxiety points], Specific.
Note: A "craven" is a chicken, quitter, scaredy cat, etc. The CRAVENS model focuses on leveraging social proof to strategically reduce anxiety (i.e. scaredy cat, abandonment tendencies) and in turn boost conversion. Get ready for some actionable social proof tips and some epic LOL cat slides! #RememberTheCravens (scaredy cats!)
>> Presented Aug 26, 2014 for an Unbounce Webinar.
Short link: http://j.mp/socialproofcrowebinar
Learn build measure building products customers loveRahul PruthI
An in depth introduction to building products with a focus on software. Slides are from the Product Management Bootcamp at General Assembly, Austin, Texas.
The focus is on the basics of learning, building and measuring as a cycle.
YouTube Ads Aren’t a Waste of Money. Your Targeting Needs to Be Fixed.Joe Martinez
Presented at Confluence Conference on September 21st, 2018 at the Tower Theatre in Oklahoma City, OK. Joe Martinez went over why marketers should be using YouTube ads to boost their brand and all of the targeting options they have to be successful.
SearchLove San Diego 2015 | Angie Schottmuller, 'Holy Grail of On-Page Optimi...Distilled
So you found a page that needs optimizing. Now what? Angie’s presentations will take a deep dive into five advanced page-level metrics that reveal user experience progression. Bring order to the chaos with meaningful on-page optimization goals. Learn how to measure, analyze and interpret the first 15 seconds of a user visit, along with tactics to directly aid conversion. Packed with inspiring case studies, usability tests, and event tracking code snippets, you'll leave this session smarter, equipped for serious action.
CX: Survival of the Fittest seminar - Hong Kong 26/11/14Precedent
To survive and flourish in the new digital world, it’s not enough to provide desirable products and services, you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Our seminar provides you with a host of inspirational ways you can use digital to solve problems and improve the customer experience in your organisation by adapting to your audiences changing needs using our CARE model of CX fitness, based off our recently launched report, CX: Survival of the Fittest.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales, and retention.
RATIONAL - What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL - What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers emotional mind will help create life-long advocates..
Save a Floundering Digital Marketing CampaignEffin Amazing
You have an amazingly valuable product or service. Your customers love you. You’re extending an amazing offer to new prospects. And yet, your online campaigns linger with little or no action. How can this be? Brian Massey and Dan McGaw are going to show you how to fix this. In this webinar, you will learn proven techniques for diagnosing and fixing a disappointing digital campaign, saving your credibility, and growing sales. How to approach solving your conversion rate woes.
Why landing pages are so critical to digital campaigns:
- What kills digital campaigns from the start
- How to narrow your design ideas to the ones that will work
- How to manage helicopter executives and well-meaning agencies
CX: Survival of the Fittest seminar - 22nd July, EdinPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates
CX: Survival of the Fittest seminar - 29th September, LondonPrecedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert (Global Head of Digital) will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness from our CX report.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates.
Influencer Marketing for the Travel Industry in 2017gShift
Influencer marketing has changed so much in recent years, especially when it comes to the travel industry. In this session, we will look at current trends for travel bloggers and organizations within the space. We will look at how social media continues to play a big role and also how to identify the right influencers for your brand.
Social Media marketing is not all about Facebook, Twitter and Youtube. With today’s technology you are able to add many features to your website to make it social and help generate buzz. However, it takes careful planning and a centralized platform to properly manage all the social features. We will explore how social gestures will help make the American Red Cross Blood Services website (www.redcrossblood.org) even more engaging for visitors.
Key Points of Interest:
•What does it mean to add social features to existing websites?
•How to leverage user-centered design to enhance your website with social features
•How to implement and track social features to impact website performance
CX: Surival of the Fittest seminar - 15th July London Precedent
To survive and flourish in the new digital world it’s not enough to provide desirable products and services - you have to win the hearts and minds of your audiences and distinguish yourselves from the competition.
Whether your customers are members, students, clients, influencers or patients, this seminar will explore the opportunities and challenges in the end-to-end customer journey both online and offline. Lindsay Herbert, Global Head of Digital at Precedent will explain how to adapt to your audience's changing needs using our CARE model of CX Fitness.
CULTURE - Who owns the customer experience in your organisation? Why improving your customer experience, firstly means looking inward.
ANALYSIS - What are the key issues and complaints your organisation face? Why understanding and acting on your data can help fix major issues in recruitment, sales and retention.
RATIONAL – What product/service are you providing and how do your customers engage with you? Why meeting and exceeding expectations is critical to maintaining loyalty.
EMOTIONAL – What makes you stand out from the competition? Why injecting personality into your brand and harnessing your customers ‘emotional mind’ will help create life-long advocates
- See more at: http://www.precedent.com/our-thinking/seminars-webinars/cx-survival-of-the-fittest-seminar-15th-july,-lond#sthash.uedOMdmI.dpuf
Many companies struggle to clearly identify the impact of social proof on their business. How much of your revenue is a result of past buyers’ content influencing current shopper decisions?
In this webinar, we will discuss how you can uncover the untapped marketing potential of social proof with big data.
Learn how to:
Measure the ROI of your customers’ content with machine learning, sentiment analysis and behavioral targeting
Implement data-backed tips on what works and what doesn’t when it comes to collecting and promoting customer content
Effectively market social proof to increase customer trust, engagement, and conversions
Social Media Metrics - What Really Matters for Recruitment and HRNAS Recruitment
So, you’ve implemented your social media strategy and you’ve been networking and tweeting and blogging every which way. But are you doing all that you need todo to reach your audience? How do you know?
•Discover why traditional Web metrics won’t work with social media
•Learn the two crucial dimensions of social media measurement
•Discover how to set and measure meaningful metrics
Smart Social Summit 2017 | Agents, Bots & Where They Meet: The Next Iteration...Spredfast
One of the hottest social marketing topics of 2017? Automation. But automation isn’t the only path to social customer care. Join us as we explore the full range of care—from automation to human--and discuss the various strategies, technologies, and stories that are driving greater efficiency, faster response times, and better organizational resourcing.
Community Building For Your Brand - Pubcon South Florida Content Marketing Pr...Michelle LeBlanc
Considering building a support, user or brand advocate community? This presentation arms you with the reasons WHY you should choose community, the marketing trends supporting community building, and some steps for getting started.
PR Tactics to Help You Build Better Links During a Global PandemicJames Brockbank
James' session from PubCon Cyber Week 2020 took a deep dive into ideation for digital PR campaigns that can deliver results even in the midst of a global pandemic...
Similar to Social Proof Conversion Optimization Secrets (20)
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
4. Let me check these guys
out on Google...
Social Proof Conversion | @aschottmuller #ConvCon
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
9. The "OTHERS" will always be
more believable.
Social Proof Conversion | @aschottmuller #ConvCon
10. The "OTHERS" will always be
more persuasive.
Social Proof Conversion | @aschottmuller #ConvCon
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:
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
17. Aristotle's ingredients for persuasion:
ethos, logos, and pathos.
(credibility, logic, and emotion)
Social Proof Conversion | @aschottmuller #ConvCon
18. ~ Angie Schottmuller
@aschottmuller, Marketing Optimization Advisor
Credibility sets the STAGE.
Logic leads to CONCLUSION.
Emotion leads to ACTION.
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. SOCIAL (a.k.a. "The Others")
CUSTOMERS
SUPPLIERS
PARTNERS
INDUSTRY
EXPERTS EMPLOYEES
"FAMOUS"
PEOPLE
Social Proof Conversion | @aschottmuller #ConvCon
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
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
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. Future of Marketing LP Example
TRUSTED BRAND
ENDORSEMENT
RECOGNIZED INDUSTRY
EXPERTS
AUTHENTIC
PHOTOS
Social Proof Conversion | @aschottmuller #ConvConExample: futureofmarketing.com
34. What *NOT* to do social proof example
Social Proof Conversion | @aschottmuller #ConvConExample: fhttp://hello.videoguardian.it/facebook
ALL
PERFECT
RATINGS??
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
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)
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. On-Site “Review Stations”
…Good or Bad Idea?
Social Proof Conversion | @aschottmuller #ConvCon
Thanks for doing business
with us. Please post a
review!
43. TM REALLY??
What *NOT* to do social proof example
Social Proof Conversion | @aschottmuller #ConvConExample: moxiesoft.com
44. Social Proof Conversion | @aschottmuller #ConvCon
Uhhh..., I don't think
Meagan actually wrote
THAT review.
45. What *NOT* to do social proof example
Social Proof Conversion | @aschottmuller #ConvCon
SAYS WHO??
Example: livechat.com
46. - Angie Schottmuller
@aschottmuller, Marketing Optimization Advisor
Social proof is CREDIBLE
when authentic specifics and
signatures add value enough
to build trust.
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. Social Proof Conversion | @aschottmuller #ConvCon
I confess I need exercise, but this solution
really doesn't seem right for me...
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. 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. Social Proof Conversion | @aschottmuller #ConvConExample: extremeterrain.com, Social Live Chat Tool: needle.com
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
60. Social Proof Conversion | @aschottmuller #ConvConExample: bidsketch.com, May 2015
TESTIMONIAL USED AS
SUBHEADING
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. Shoppers who seek out
NEGATIVE REVIEWS convert
67% MORE than average
consumers.
Source: Reevoo Research Report, Jan 2012
Social Proof Conversion | @aschottmuller #ConvCon
65. REDUCE questions and fears.
NEVER create them.
Social Proof Conversion | @aschottmuller #ConvCon
66. VISUAL
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific
C
R
A
V
E
N
S
Social Proof Conversion | @aschottmuller #ConvCon
67. Social Proof Conversion | @aschottmuller #ConvCon
USER-SHARED
ACTION PHOTOS
STAR RATINGS
Example: UW-Eau Claire Woundstock
68. LOGO IN SIGNATURE
"REAL CUSTOMER"
PHOTO
SUBDUED CLIENT
LOGO BADGES
Social Proof Conversion | @aschottmuller #ConvConExample: Freshbooks
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. 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. Social Proof Conversion | @aschottmuller #ConvCon
Staring contest.
So captivating...
I.... ahh, …what?
72. Let HERO SHOT & CTA colors stand-out...
ORIGINAL COLOR-NEUTRALIZED MOCK-UP
Social Proof Conversion | @aschottmuller #ConvConExample: Intuit
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
76. Social Proof Conversion | @aschottmuller #ConvCon
LOW SHARE NUMBERS
(+distracts from primary CTA)
What *NOT* to do social proof exampl
77. Social Proof Conversion | @aschottmuller #ConvCon
SCORED
SATISFACTION
QUANTIFIED
PERSPECTIVE
"Ooh! I just love
that decimal."
Example: Midwest Dental
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. Social Proof Conversion | @aschottmuller #ConvCon
TESTIMONIALS PROXIMATE
TO CTA ANXIETY
Example: CodeSchool
83. UNSIGNED TESTIMONIAL NEARBY A
[STOCK] STAFF PHOTO??
What *NOT* to do social proof example Social Proof Conversion | @aschottmuller #ConvConExample: Netop Live Guide
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
96. Lord, please help me get
reviews like THAT!
Social Proof Conversion | @aschottmuller #ConvCon
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. 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. 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. 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. 3%of consumers will post a
positive review on their own.
3 IN 100
Social Proof Conversion | @aschottmuller #ConvCon
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. SOCIAL PROOF CRO
KEY TAKEAWAYS
Social Proof Conversion | @aschottmuller #ConvCon
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. HOMEWORK TASK #1:
Identify "anxiety points" on your
page, and then revise or buffer
with social proof.
Social Proof Conversion | @aschottmuller #ConvCon
107. Social Proof Conversion | @aschottmuller #ConvCon
"RISK-FREE" is mentioned 5 times.
What risks we should be thinking about??
108. HOMEWORK TASK #2:
Apply "CRAVENS" scoring and
test your social proof.
Social Proof Conversion | @aschottmuller #ConvCon
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. Social Proof Conversion | @aschottmuller #ConvCon
If you still use generic, unsigned
testimonials after seeing this...
111. HOMEWORK TASK #3:
Gather on-going social proof with
satisfaction surveys and review
“requests.”
Social Proof Conversion | @aschottmuller #ConvCon
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.
IN OTHER WORDS, CONSUMERS TRUST OTHERS 12X MORE THAN YOU
Source: https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them#i.43lrwhbcsfqv10
Prospect customers DON'T TRUST YOU.
4th century B.C. Greek philosopher Aristotle in his book, Art of Rhetoric
Pronunciation: Ethos = Ee-thahs, Logos = low-gahs, Pathos = Pay-thahs
http://homeworktips.about.com/od/paperassignments/a/Ethos-Logos-And-Pathos.htm
"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions." - Donald Calne (1936 - ), Canadian Neurologist
Source: Revoo Research Report, Jan 2012 - http://j.mp/badreviewscro67
"When Harry Met Sally" - Woman faking orgasm scene
FAKE REVIEWS ARE ILLEGAL.
INCENTIVISED REVIEWS ARE SUSPECT.
http://www.extremeterrain.com/delta-drive-light-kit-jk-01-6515-jkb.html
If you incent the reviews in any way (Ie – leave a review on Amazon and you’ll get 25% off your next order), according to the FTC PDF I linked, they need to say that they are a paid endorser in their review
http://blumenthals.com/blog/2014/01/26/fake-reviews-everyone-is-doing-it-so-it-must-be-legal/
DON'T LEAVE THEM INCOMPLETE EITHER
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LP: http://engage.liveperson.com/G_LivePerson/?utm_medium=CPC&utm_term=live%20chat%20software&utm_content=51691359858&Network=Search&SiteTarget=&utm_keyMatch=e&utm_device=&utm_adPosition=1s5&utm_campaign=Google_Search_Performance_Prospecting_Exact_USA&utm_source=Google_Search_Performance_Prospecting_Exact_USA&gclid=Cj0KEQjwyMafBRCU7OCRyc2vitsBEiQAKV4H9EqpPmxwI3GzRh9r3i3hUkD7TPVpP0cN4SOA4Sf6dVQaAsOV8P8HAQ
Larger or emphasized text
Iconography to accompany #s or impact
Infographic (visualize the stat to provide context or comparison)
Star ratings
UGC active photo or video example
Client photo/avatar
Company logo
TIPS: Neutralize colors of logos to not compete with hero shot and CTA
Email version of: http://get.redwingshoes.com/save-20-spring-sale/work-boots
% satisfaction
# of reviews
# of projects installed
# of clients
# of downloads
# of social likes
Testimonial - # minutes/hours to complete project
IPhone outline: http://coolkidsdesign.com/
Black hole: http://www.deviantart.com/morelikethis/375679519
http://ce.campaigns.uwec.edu/ethics-training/
Thanks Jessica Lee, @BzzContent, for the tip! >> New UserStats Tool Uses Social Proof to Grow Conversions http://j.mp/1mCn2pH
QUALITY trumps QUANTITY for social proof persuasion.
Source: Zendesk and Dimensional Research Survey 2013: http://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
"B2B companies were more likely to benefit from customers who had a good customer service interaction with 62 percent of respondents saying they purchased more products or services from a B2B company following a positive customer service experience. Only 42 percent of positive B2C customer service interactions resulted in customers buying more products or services."
Tweet This URL: https://twitter.com/intent/tweet?text=%22It's+not+what+%23socialproof+does+for+your+landing+page%3B+it's+what+social+proof+does+for+your+business+direction.%22+~%40aschottmuller+%23unwebinar