Social Proof Landing Page Conversion Optimization

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

OTHERS
YOU

#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 (a.k.a. "The Others")
CUSTOMERS
SUPPLIERS
PARTNERS
"FAMOUS"
PEOPLE
INDUSTRY
EXPERTS EMPLOYEES

PROOF (a.k.a. "Evidence")

SOCIAL PROOF ("Others' Evidence")
6S = Score It, Sum It, Say It, Sign It, Show It, Shine It
1 2 3 4 5 6
1
6
5
4
4
5
5
1
3
2
2
6S Evidence Modes of Social Proof by Angie Schottmuller

Why?

McDonald's Big Mac
ADVERTISED vs. ACTUAL
(rotated to most attractive angle)

Taco Bell Crunchy Taco
ADVERTISED vs. ACTUAL

Liar!

Circle of
Trust YOU

The "OTHERS" will always be
more believable.

The "OTHERS" will always be
more persuasive.

Therein lies a secret to
persuasion....

SOCIAL PROOF must ___________
to optimally aid conversion.
A. Inspire Trust and Likeability
B. Show Participation
C. Reduce Anxiety

 DECISIONS ARE EMOTIONAL,
NOT LOGICAL. 
~ Somebody wanting to mess with our mind

"To deny the facts would be illogical." ~ Spock

Aristotle's ingredients for persuasion:
ethos, logos, and pathos.
(credibility, logic, and emotion)

Credibility sets the stage.
Logic leads to CONCLUSION.
Emotion leads to ACTION.
~ Angie Schottmuller
@aschottmuller, Optimization Director, Three Deep Marketing

Before applying social proof, evaluate your stage....

What anxieties occur on your landing page?
Webinar attendee-submitted landing page examples

That mouse is NOT what I was
expecting. It looks scary!

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

YOU
CRAVEN
~80% of YOUR PROSPECTS
"My give up. My give up!"
(~Jar Jar Binks)

#RememberTheCravens

REDUCE THE ANXIETY....

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

CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific
CREDIBLE
a.k.a. believable, trustworthy, authoritative, authentic, "ethos"
C
R
A
V
E
N
S

Future of Marketing LP Example
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
What *NOT* to do social proof example

DON'T FAKE IT.

TM REALLY??

#RememberTheCravens
Uhhh..., I don't think Meagan
actually wrote THAT review.

SAYS WHO??

#RememberTheCravens
Yes, son, treat "stranger danger"
and "anonymous testimonials"
as the same thing.

Social proof must REDUCE
concerns and questions
...NEVER create them.

Rotating Testimonial Carousels/Sliders...
DON'T
YOU
DARE

You WANT to
take away the
teddy bear??
#meanie
#RememberTheCravens

RELEVANT
a.k.a. pertinent, germane, applicable, material, meaningful, important
C
R
A
V
E
N
S

I confess I need exercise, but
this solution really doesn't
seem relevant for me...
#RememberTheCravens

RELEVANT TO
DIVERSE INDUSTRIES
RELEVANT TO
JOB TITLE
RELEVANT TO
USER'S CHALLENGE

ExtremeTerrain Advocate Live Chat
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:
www.needle.com
EXPERIENCE, STYLE
RELEVANCE

ATTRACTIVE
a.k.a. value-added, satisfying, pleasing, positive, "pathos"
C
R
A
V
E
N
S

When targeting "friends of fans"
in Facebook Ads...
Facepile Facebook Plugin: https://developers.facebook.com/docs/plugins/facepile
Hey!
I know him!

Bidsketch Landing Page Example
ANXIETY / INTEREST:
SAVE TIME & BOOST EFFICIENCY ANXIETY / INTEREST:
MAINTAIN QUALITY

Belly rub? Ohhhh yeah!!!
Count me in!
#RememberTheCravens

GENERIC TESTIMONIAL
(no relevance connection, creates
questions about "good")
PERFECT *10-STAR* RATING
(non-standard metrics create pause/doubt)

VISUAL
C
R
A
V
E
N
S

USER-SHARED
ACTION PHOTOS
STAR RATINGS

COMPANY LOGO
IN SIGNATURE
"REAL CUSTOMER"
PHOTO
SUBDUED CLIENT
LOGO BADGES

VISUALIZE
VALUE.
DON'T
DISTRACT.
STOCK PHOTO?
(distracting eye contact)
COLORED CLIENT
LOGO BADGES
(distracting eye path) COLORED TRUST MARKS
(distracting, irrelevant to this CTA)

#RememberTheCravens
Staring... contest...
So captivating... I.... ahh, what?

Let HERO SHOT and CTA colors stand-out...
ORIGINAL COLOR-NEUTRALIZED MOCK-UP

ENUMERATED
a.k.a. numeric, quantified, counted, amount, "logos"
C
R
A
V
E
N
S

WANNA' DANCE?

HOW 'BOUT NOW?

LOW SHARE NUMBERS
(+distracts from primary CTA)

This is NOT cool...
#RememberTheCravens

SCORED
SATISFACTION
QUANTIFIED
PERSPECTIVE
"Ooh! I just love
that decimal."

Sign-ups, downloads,
orders, visitors...
QUANTIFY PROOF
IN REAL-TIME with
UserStats.com.
(Free and paid subscriptions available.)
*This is not a product endorsement.

NEARBY
(ANXIETY POINTS)
a.k.a. near, close, proximate
C
R
A
V
E
N
S

#RememberTheCravens
Could you come closer and say that? This is
about as close as I'm gonna' get...

PROXIMATE TO
CTA ANXIETY

TESTIMONIAL W/O SIGNATURE
...NEARBY A [STOCK?] STAFF PHOTO

Oy vey!
#RememberTheCravens

SPECIFIC
a.k.a. distinct, distinguishing, descriptive, value-added, precise
C
R
A
V
E
N
S

Specifics galore!
FREQUENCY
VOLUME
IMPACT
VALUE
CUSTOMER PHOTO
VIDEO THUMBNAIL
CUSTOMER CREDENTIALS
VIDEO DURATION

Could you be more specific
about the rolling part?
#RememberTheCravens

#RememberTheCravens
TRANSLATE ANXIETY....

...TO CONFIDENT DELIGHT!

CRAVENS Score for Page: UW-Eau Claire Woundstock
"CRAVENS" Scorecard
Factor Score
CREDIBLE 3
RELEVANT 3
ATTRACTIVE 3
VISUAL 3
ENUMERATED 2
NEARBY [anxiety points] 1
SPECIFIC 2
TOTAL: 17
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1

CRAVENS Score for Review: L.L. Bean Stowaway Jacket
"CRAVENS" Scorecard
Factor Score
CREDIBLE 3
RELEVANT 2*
ATTRACTIVE 3
VISUAL 3
ENUMERATED 1
NEARBY [anxiety points] TBD*
SPECIFIC 3
TOTAL: 15*
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1

Lord, please help me
get reviews like THAT!
#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.

STEP 1: DELIVER AWESOME
#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

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

PERSUASIVE TESTIMONIAL CORE
CLIENT
PROBLEM
BUSINESS
SOLUTION
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

G

of consumers will post
a positive review on their own.

WHEN YOU ASK,
of
consumers actually
post an online review.
STEP 4: ASK FOR REVIEWS
THAT'S 10X
MORE!

The MOST IMPORTANT takeaway...

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

3 HOMEWORK TASKS
(No kitty litter pans involved.)

HOMEWORK TASK #1:
Identify "anxiety points" on your page,
page, and revise or buffer with social
social proof.

"RISK-FREE" is mentioned 5 times.
What risks we should be thinking about??
#RememberTheCravens

IMAGINE....
TESTIMONIAL SNIPPET AS
BENEFIT-DRIVEN HEADLINE
(add text signature)
AUTHENTIC, VALUE-ADDED
CUSTOMER ACTION PHOTO
(matched to headline)
BENEFIT-SPECIFIC
REVIEW SNIPPETS
Image credit: Unbounce.com
How might others say your message?

HOMEWORK TASK #2:
Apply "CRAVENS" scoring and
test your social proof.
#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."
Source: WhichTestWon.com archives #17416
WIKIJOB A/B TESTING ADDITION OF TESTIMONIALS
A B +34%

If you use generic, unsigned testimonials after seeing this...

HOMEWORK TASK #3:
Gather on-going social proof with
satisfaction surveys and review
"requests".

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.

Meridian Pacific "Find Properties" LP
http://investment-properties.meridianpacificproperties.com/

Meridian Pacific "Find Properties" LP
"CRAVENS" Scorecard
Factor Score
CREDIBLE 3
RELEVANT 3
ATTRACTIVE 1
VISUAL 3
ENUMERATED 3
SPECIFIC 2
TOTAL: 16
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1
http://investment-properties.meridianpacificproperties.com/

Garcinia Cambogia "Order" LP
"CRAVENS" Scorecard
Factor Score
CREDIBLE -5
RELEVANT -5
ATTRACTIVE 1
VISUAL -5
ENUMERATED 0
SPECIFIC 1
TOTAL: -12
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1
http://easygarciniacambogia.com

Customerville "See Demo" LP
http://try.customerville.com/for-net-promoter-score-voice-of-customer-saas-demo-1b/

Customerville "See Demo" LP
"CRAVENS" Scorecard
Factor Score
CREDIBLE 3
RELEVANT 1
ATTRACTIVE 2
VISUAL 2
ENUMERATED 0
NEARBY [anxiety points] 1.5*
SPECIFIC 1
TOTAL: 10.5
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1
http://try.customerville.com/for-net-promoter-score-voice-of-customer-saas-demo-1b/

Weight Loss "Sign-up" LP
"CRAVENS" Scorecard
Factor Score
CREDIBLE 2
RELEVANT 1
ATTRACTIVE 1
VISUAL 2
ENUMERATED -5
SPECIFIC 0
TOTAL: 2
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1
http://emagrecimentoefetivo.com.br

Bryan University Sports Trainer
"Request Info" LP
"CRAVENS" Scorecard
Factor Score
CREDIBLE 1
RELEVANT 2
ATTRACTIVE 2
VISUAL 1
ENUMERATED 0
SPECIFIC 0
TOTAL: 9
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1
http://bryanuniversity.edu/lp/aptes-test

Factor 75 Email Sign-up LP
"CRAVENS" Scorecard
Factor Score
CREDIBLE -5?
RELEVANT 0
ATTRACTIVE 0
VISUAL 2
ENUMERATED 0
SPECIFIC 0
TOTAL: -1
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1
http://get.factor75.com/twitter/

DLL-Files.com "Buy Now" LP
"CRAVENS" Scorecard
Factor Score
CREDIBLE 2
RELEVANT -5
ATTRACTIVE 1
VISUAL 2
ENUMERATED 2
SPECIFIC 1
TOTAL: 4
Persuasive
16+
Likely
11-15
Neutral
6-10
Unlikely
1-5
Negative
<= 1
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

http://try.unbounce.com/for-social-proof

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