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Social Proof Tips to Boost Landing Page Conversions 
Angie 
Schottmuller 
Director of Optimization 
Three Deep Marketing 
Thank you for joining us! 
We’ll be starting in just a few minutes 
Ryan Engley 
Unbounce Director of 
Customer Success 
#unwebinar @unbounce @aschottmuller 
In the meantime… 
Check out Unbounce’s first 
Call To Action Conference 
http://www.calltoactionconf.com/
Webinar recording and slides will be 
emailed by the end of the week
try.unbounce.com/for-social-proof
Stick around after the webinar 
See how Unbounce can help you quickly 
build and publish targeted landing pages 
(without having to code)
#unwebinar @unbounce @aschottmuller 
Ryan Engley 
Unbounce Director of 
Customer Success 
@ryan_engley 
JOIN OUR 
CHAT 
ON 
TWITTER
JOIN OUR 
CHAT 
ON 
TWITTER 
#unwebinar @unbounce @aschottmuller 
Angie Schottmuller 
Director of Optimization 
Three Deep Marketing 
@aschottmuller
Social Proof Tips to Boost 
Landing Page Conversions 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Consumers TRUST social proof reviews 
than manufacturers' descriptions. 
Source: eMarketer, February 2010, survey of US internet users by online video review site EXPO 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
OTHERS 
YOU 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#RememberTheCravens 
Let me check these guys 
out on Google... 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
SOCIAL PROOF 
"The tendency to see an action 
as more appropriate when 
OTHERS are doing it." 
~ Robert Cialdini 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
SOCIAL (a.k.a. "The Others") 
CUSTOMERS 
SUPPLIERS 
PARTNERS 
"FAMOUS" 
PEOPLE 
INDUSTRY 
EXPERTS EMPLOYEES 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
PROOF (a.k.a. "Evidence") 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
SOCIAL PROOF ("Others' Evidence") 
6S = Score It, Sum It, Say It, Sign It, Show It, Shine It 
1 2 3 4 5 6 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
1 
6 
5 
4 
4 
5 
5 
1 
3 
2 
2 
6S Evidence Signals of Social Proof by Angie Schottmuller
Why? 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
McDonald's Big Mac 
ADVERTISED vs. ACTUAL 
(rotated to most attractive angle) 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Taco Bell Crunchy Taco 
ADVERTISED vs. ACTUAL 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Liar! 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Circle of 
Trust YOU 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
The "OTHERS" will always be 
more believable. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
The "OTHERS" will always be 
more persuasive. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Therein lies a secret to 
persuasion.... 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
SOCIAL PROOF must ___________ 
to optimally aid conversion. 
A. Inspire Trust and Likeability 
B. Show Participation 
C. Reduce Anxiety 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
 DECISIONS ARE EMOTIONAL, 
NOT LOGICAL.  
~ Somebody wanting to mess with our mind 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
"To deny the facts would be illogical." ~ Spock 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Aristotle's ingredients for persuasion: 
ethos, logos, and pathos. 
(credibility, logic, and emotion) 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Credibility sets the stage. 
Logic leads to CONCLUSION. 
Emotion leads to ACTION. 
~ Angie Schottmuller 
@aschottmuller, Optimization Director, Three Deep Marketing 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Before applying social proof, evaluate your stage.... 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
What anxieties occur on your landing page? 
Webinar attendee-submitted landing page examples 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
That mouse is NOT what I was 
expecting. It looks scary! 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
YOU 
CRAVEN 
~90% of YOUR PROSPECTS 
"My give up. My give up!" 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
(~Jar Jar Binks)
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
REDUCE THE ANXIETY.... 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
CREDIBLE 
a.k.a. believable, trustworthy, authoritative, authentic, "ethos" 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
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Future of Marketing LP Example 
TRUSTED BRAND 
ENDORSEMENT 
RECOGNIZED 
INDUSTRY EXPERTS 
(authoritative "partners") 
AUTHENTIC 
PHOTOS 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
What *NOT* to do social proof example
DON'T FAKE IT. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
TM REALLY?? 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
What *NOT* to do social proof example
#RememberTheCravens 
Uhhh..., I don't think Meagan 
actually wrote THAT review. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
SAYS WHO?? 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
What *NOT* to do social proof example
#RememberTheCravens 
Yes, son, treat "stranger danger" 
and "anonymous testimonials" 
as the same thing. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Social proof must REDUCE 
concerns and questions 
...NEVER create them. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Rotating Testimonial Carousels/Sliders... 
DON'T 
YOU 
DARE 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
You WANT to 
take away the 
teddy bear?? 
#meanie 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
RELEVANT 
a.k.a. pertinent, germane, applicable, material, meaningful, important 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
C 
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V 
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N 
S
I confess I need exercise, but 
this solution really doesn't 
seem relevant for me... 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
RELEVANT TO 
DIVERSE INDUSTRIES 
RELEVANT TO 
JOB TITLE 
RELEVANT TO 
USER'S CHALLENGE 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
ExtremeTerrain Advocate Live Chat 
JEEP ADVOCATE *LIVE* 
SOCIAL SUPPORT 
JEEP MODEL 
RELEVANCE 
(with matching photo) 
Advocate live chat powered by: www.needle.com 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
LOCATION RELEVANCE 
DETAILED PERSONA 
RELEVANCE 
PHOTO CREDIBILITY 
Advocate live chat powered by: 
www.needle.com 
EXPERIENCE, STYLE 
RELEVANCE 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
ATTRACTIVE 
a.k.a. value-added, satisfying, pleasing, positive, "pathos" 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
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R 
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N 
S
When targeting "friends of fans" 
in Facebook Ads... 
Facepile Facebook Plugin: https://developers.facebook.com/docs/plugins/facepile 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Hey! 
I know him!
Bidsketch Landing Page Example 
ANXIETY / INTEREST: 
SAVE TIME & BOOST EFFICIENCY ANXIETY / INTEREST: 
MAINTAIN QUALITY 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Belly rub? Ohhhh yeah!!! 
Count me in! 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
GENERIC 
TESTIMONIAL 
PERFECT *10-STAR* 
RATING 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
What *NOT* to do social proof example
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
VISUAL 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
C 
R 
A 
V 
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S
USER-SHARED 
ACTION PHOTOS 
STAR RATINGS 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
COMPANY LOGO 
IN SIGNATURE 
"REAL CUSTOMER" 
PHOTO 
SUBDUED CLIENT 
LOGO BADGES 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
VISUALIZE 
VALUE. 
DON'T 
DISTRACT. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
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
#RememberTheCravens 
Staring... contest... 
So captivating... I.... ahh, what? 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Let HERO SHOT and CTA colors stand-out... 
ORIGINAL COLOR-NEUTRALIZED MOCK-UP 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
ENUMERATED 
a.k.a. numeric, quantified, counted, amount, "logos" 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
C 
R 
A 
V 
E 
N 
S
WANNA' DANCE? 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
HOW 'BOUT NOW? 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
LOW SHARE NUMBERS 
(+distracts from primary CTA) 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
What *NOT* to do social proof example
This is NOT cool... 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
SCORED 
SATISFACTION 
QUANTIFIED 
PERSPECTIVE 
"Ooh! I just love 
that decimal." 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Sign-ups, downloads, 
orders, visitors... 
QUANTIFY PROOF 
IN REAL-TIME with 
UserStats.com. 
(Free and paid subscriptions available.) 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
*This is not a product endorsement;
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
NEARBY 
(ANXIETY POINTS) 
a.k.a. near, close, proximate 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
C 
R 
A 
V 
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N 
S
#RememberTheCravens 
Could you come closer and say that? This is 
about as close as I'm gonna' get... 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
PROXIMATE TO 
CTA ANXIETY 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
TESTIMONIAL W/O SIGNATURE 
...NEARBY A [STOCK?] STAFF PHOTO 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
What *NOT* to do social proof example
Oy vey! 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby, Specific 
SPECIFIC 
a.k.a. distinct, distinguishing, descriptive, value-added, precise 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
C 
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Specifics galore! 
FREQUENCY 
VOLUME 
IMPACT 
VALUE 
CUSTOMER PHOTO 
VIDEO THUMBNAIL 
CUSTOMER CREDENTIALS 
VIDEO DURATION 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Could you be more specific 
about the rolling part? 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
CRAVENS Score: UW-Eau Claire Woundstock 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 3 
VISUAL 3 
ENUMERATED 2 
NEARBY [anxiety points] 1 
SPECIFIC 2 
TOTAL: 17 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY
CRAVENS Score: L.L. Bean Stowaway Jacket Review 
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* 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY
Lord, please help me 
get reviews like THAT! 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
STEP 1: DELIVER AWESOME 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
PERSUASIVE TESTIMONIAL CORE 
CLIENT 
PROBLEM 
BUSINESS 
SOLUTION 
RESULT 
SPECIFICS 
% $ 
 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
 
G
of consumers will post 
a positive review on their own. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
WHEN YOU ASK, 
of 
consumers actually 
post an online review. 
STEP 4: ASK FOR REVIEWS 
THAT'S 10X 
MORE! 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
The MOST IMPORTANT takeaway... 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
3 HOMEWORK TASKS 
(No kitty litter pans involved.) 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
HOMEWORK TASK #1: 
Identify "anxiety Points" on your page, 
page, and revise or buffer with social 
social proof. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
"RISK-FREE" is mentioned 5 times. 
What risks we should be thinking about?? 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
IMAGINE.... 
TESTIMONIAL SNIPPET AS 
BENEFIT-DRIVEN HEADLINE 
(add text signature) 
AUTHENTIC, VALUE-ADDED 
CUSTOMER ACTION PHOTO 
(matched to headline) 
BENEFIT-SPECIFIC 
REVIEW SNIPPETS 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Image credit: Unbounce.com 
How might others say your message?
HOMEWORK TASK #2: 
Apply "CRAVENS" scoring and 
Test your social proof 
#RememberTheCravens 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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% 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
HOMEWORK TASK #3: 
Gather on-going social proof with 
satisfaction surveys and review/proof 
review/proof "requests". 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
TIME FOR SOME... 
LIVE REVIEWS 
Disclaimer: These notes are specifically regarding the use of social proof to 
influence conversion, not the overall landing page. 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
WEBINAR ATTENDEE-SUBMITTED PAGE 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
Meridian Pacific Properties 
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE
Garcinia Cambogia 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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE
Customerville "See Demo" LP 
WEBINAR ATTENDEE-SUBMITTED PAGE 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE
Effective 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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE
Bryan University Sports Trainer 
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE
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 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE - #LP
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: 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE
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: 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE
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: 
#unwebinar @aschottmuller | Social Proof Tips to Boost Landing Page Conversions 
Social Proof Quality 
Persuasive 
16+ 
Likely 
11-15 
Neutral 
6-10 
Unlikely 
1-5 
Negative 
<= 1 
UNLIKELY VERY LIKELY 
WEBINAR ATTENDEE-SUBMITTED PAGE
try.unbounce.com/for-social-proof
Why use Unbounce 
to build your landing pages?
You’ll get better results 
from your campaigns 
Increase your conversion rates 
with targeted pages & A/B testing
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Social Proof Tips to Boost Landing Page Conversions

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