Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Proof Landing Page Conversion Optimization

1,017 views

Published on

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!)

Published in: Social Media
  • Be the first to comment

Social Proof Landing Page Conversion Optimization

  1. 1. SOCIAL PROOF TIPS TO BOOST LANDING PAGE CONVERSIONS #RememberTheCravens Angie Schottmuller | Three Deep Marketing,
  2. 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. 3. WATCH THE RECORDING (if you want to get the full spiel) http://webinar.unbounce.com/social-proof-tips
  4. 4. Social Proof Tips to Boost Landing Page Conversions Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  5. 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. 6. OTHERS Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller YOU
  7. 7. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens Let me check these guys out on Google...
  8. 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. 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. 10. PROOF (a.k.a. "Evidence") Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  11. 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. 12. Why? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  13. 13. McDonald's Big Mac ADVERTISED vs. ACTUAL (rotated to most attractive angle) Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  14. 14. Taco Bell Crunchy Taco ADVERTISED vs. ACTUAL Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  15. 15. Liar! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  16. 16. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  17. 17. Circle of Trust YOU Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  18. 18. The "OTHERS" will always be more believable. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  19. 19. The "OTHERS" will always be more persuasive. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  20. 20. Therein lies a secret to persuasion.... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  21. 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. 22. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  23. 23. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  24. 24. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  25. 25.  DECISIONS ARE EMOTIONAL, NOT LOGICAL.  ~ Somebody wanting to mess with our mind Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  26. 26. "To deny the facts would be illogical." ~ Spock Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  27. 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. 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. 29. Before applying social proof, evaluate your stage.... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  30. 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. 31. That mouse is NOT what I was expecting. It looks scary! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  32. 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. 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. 34. #RememberTheCravens Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  35. 35. REDUCE THE ANXIETY.... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  36. 36. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  37. 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. 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. 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. 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. 41. DON'T FAKE IT. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  42. 42. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  43. 43. TM REALLY?? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller What *NOT* to do social proof example
  44. 44. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens Uhhh..., I don't think Meagan actually wrote THAT review.
  45. 45. SAYS WHO?? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller What *NOT* to do social proof example
  46. 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. 47. Social proof must REDUCE concerns and questions ...NEVER create them. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  48. 48. Rotating Testimonial Carousels/Sliders... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller DON'T YOU DARE
  49. 49. You WANT to take away the teddy bear?? #meanie Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  50. 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. 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. 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. 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. 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. 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. 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. 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. 58. Belly rub? Ohhhh yeah!!! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Count me in! #RememberTheCravens
  59. 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. 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. 61. USER-SHARED ACTION PHOTOS STAR RATINGS Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  62. 62. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller COMPANY LOGO IN SIGNATURE "REAL CUSTOMER" PHOTO SUBDUED CLIENT LOGO BADGES
  63. 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. 64. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens Staring... contest... So captivating... I.... ahh, what?
  65. 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. 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. 67. WANNA' DANCE? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  68. 68. HOW 'BOUT NOW? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  69. 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. 70. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller This is NOT cool... #RememberTheCravens
  71. 71. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  72. 72. SCORED SATISFACTION QUANTIFIED PERSPECTIVE "Ooh! I just love that decimal." Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  73. 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. 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. 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. 76. PROXIMATE TO CTA ANXIETY Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  77. 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. 78. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller Oy vey! #RememberTheCravens
  79. 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. 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. 81. Could you be more specific about the rolling part? Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  82. 82. #RememberTheCravens Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  83. 83. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens TRANSLATE ANXIETY....
  84. 84. ...TO CONFIDENT DELIGHT! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  85. 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. 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. 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. 88. Lord, please help me get reviews like THAT! Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  89. 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. 90. STEP 1: DELIVER AWESOME Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  91. 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. 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. 93. PERSUASIVE TESTIMONIAL CORE CLIENT PROBLEM BUSINESS SOLUTION Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller RESULT SPECIFICS GLUE % $ 
  94. 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. 95. of consumers will post a positive review on their own. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  96. 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. 97. The MOST IMPORTANT takeaway... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  98. 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. 99. 3 HOMEWORK TASKS (No kitty litter pans involved.) Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  100. 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. 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. 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. 103. HOMEWORK TASK #2: Apply "CRAVENS" scoring and test your social proof. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller #RememberTheCravens
  104. 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. 105. If you use generic, unsigned testimonials after seeing this... Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  106. 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. 107. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
  108. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 118. #RememberTheCravens #unwebinar @unbounce @aschottmuller Angie Schottmuller Director of Optimization, Three Deep Marketing angie.schottmuller@threedeepmarketing.com @aschottmuller
  119. 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
  120. 120. http://try.unbounce.com/for-social-proof

×