Learn what type of video testimonials convert the best In this presentation you'll learn how to: ​Capture video testimonials at scale with limited resources (even if you’re a team of one); ​Quickly turn testimonials into ads for Facebook, LinkedIn, TikTok, and other platforms; and ​Easily create A/B tests to find messaging that resonates with your buyers.

1. VIDEO
TESTIMONIALS
THAT CONVERT
Chat with Anastasia Kornilova,
Paid Media, Shipbob

2. Agenda
Introduction
How to capture testimonials
Editing raw testimonials
Testing creatives
Q&A

3. Ross Cranwell
CEO
Milk Video
Sr. Paid Media Manager
ShipBob
Anastasia Kornilova

4. About ShipBob
ShipBob is a tech-enabled 3PL (third-party
logistics) provider that fulfills ecommerce
orders for direct-to-consumer (DTC) and
B2B brands.

5. About Milk Video
We help GTM teams capitalize on their
video & audio assets to drive more
awareness, leads and sales.
With Milk Video, anyone can turn long-form recordings into
testimonials or highlights for paid and organic social in
minutes.

6. Why Testimonials
Show how a
problem/pain
point is solved by
a company
Increase
conversions: 58%
more likely to
convert
Build Trust &
Credibility: 72%
say trust brand
more

7. Why Remote Testimonials
Expensive: Production costs can
range from $3,500 – $15,000.
Long production time: the
process can take up to two
months from start to finish
Limited: you can typically only
get 1-3 testimonials
Traditional 'on site' testimonials:
More effective: according to HubSpot
Research, people prefer lower
quality, “authentic” video over high-
quality video that seems scripted.
Faster: Once you have the
testimonial, you can edit and publish
in the same day.
Flexible: Customers can film in their
own time, on their own devices
Remote testimonials:

8. Setting up the testimonial

9. Select 5 Happy Clients
Invite and offer options
(incentive)
Scheduling the
Testimonial
Schedule Zoom or send
recording link
How ShipBob does it
Best Practices
Case Studies / Repurposing
Work with stakeholders
Content Marketing > Client
Getting the raw footage

10. What you should ask to get best converting content
What to ask
What business problems were you
trying to solve by partnering with X?
What do you like best about X?
What has made you the happiest
about working with X?
Would you recommend X? Why?

11. Create a Script
Start with Brand name if possible
Helps avoid "uhms"
Use metrics/strong numbers
Consider the length of the video
15 seconds is most versatile
Ensure good lighting + sound quality
can shoot outside, use
headphones with a microphone
Practice
Smile :)
How Shipbob runs
the testimonial

12. Things to Avoid
People who are uncomfortable
with being on camera
Hats/sunglasses - anything that
covers face (unless you sell it)
Poor audio
But..don't worry too much about the perfect polish

13. Editing the footage

14. Touch up
the
footage
Add branding, clean up design

15. Create
Multiple
Variants
Creative for
different answers, titles,
CTAs, sizes

16. Running the tests

17. Recording vs
Agency
Strong CTR (better than
Canva or agency-level
production)
0.55% vs 0.53%
Drove conversions
Testimonial:

18. Testimonial
Video vs Images
Facebook, Linkedin+
Ran testimonial vs Value prop
image ad
$.82c vs $1.43

19. Repurposing
Creatives
Cheap cost per 3 seconds
play (10X) - $0.29 vs $2.81
Cheap cost per ThruPlay (3X)
- $1.14 vs $3.37
2.5X Cheaper CPM: $25 vs
$61.5
Repurposing Content:

20. Recap
Work at speed to
allow for quick
testing
Build variants and
test across
platforms
Don't be afraid to
work with
customers

21. Questions?

22. Join our Video
1 week, create 1 unique video creative
as a group
If interested, email
ross@milkvideo.com
SLACK
SPRINT