Are you leveraging social proof to optimally boost leads and sales? Checkout out these tricks for harnessing current and past customer success (testimonials, star ratings, customer action shots, etc.) to drive more conversions.
You'll learn:
- What kinds of social proof aid conversion (and why)
- Common conversion-killing social proof cases to avoid
- When and where social proof matters on a landing page
- How to score/grade the quality of your social proof
- What elements make a highly persuasive testimonial (and how to get them)
BONUS: Learn my "CRAVENS" methodology -- a simple scorecard for measuring the quality of social proof to effectively persuade conversion. CRAVENS = Credible, Relevant, Attractive, Visual, Enumerated, Nearby [anxiety points], Specific.
Note: A "craven" is a chicken, quitter, scaredy cat, etc. The CRAVENS model focuses on leveraging social proof to strategically reduce anxiety (i.e. scaredy cat, abandonment tendencies) and in turn boost conversion. Get ready for some actionable social proof tips and some epic LOL cat slides! #RememberTheCravens (scaredy cats!)
>> Presented Aug 26, 2014 for an Unbounce Webinar.
Short link: http://j.mp/socialproofcrowebinar
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Social Proof Tips to Boost Landing Page Conversions
1. SOCIAL PROOF TIPS
TO BOOST LANDING PAGE CONVERSIONS
#RememberTheCravens
Angie Schottmuller | Three Deep Marketing,
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. WATCH THE RECORDING
(if you want to get the full spiel)
http://webinar.unbounce.com/social-proof-tips
4. Social Proof Tips to Boost
Landing Page Conversions
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. OTHERS
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
YOU
7. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
Let me check these guys
out on Google...
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. 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. PROOF (a.k.a. "Evidence")
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. Why?
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
13. McDonald's Big Mac
ADVERTISED vs. ACTUAL
(rotated to most attractive angle)
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
14. Taco Bell Crunchy Taco
ADVERTISED vs. ACTUAL
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
15. Liar!
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
16. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
17. Circle of
Trust YOU
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
18. The "OTHERS" will always be
more believable.
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
19. The "OTHERS" will always be
more persuasive.
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
20. Therein lies a secret to
persuasion....
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
23. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
24. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
25. DECISIONS ARE EMOTIONAL,
NOT LOGICAL.
~ Somebody wanting to mess with our mind
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
26. "To deny the facts would be illogical." ~ Spock
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. 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. Before applying social proof, evaluate your stage....
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. That mouse is NOT what I was
expecting. It looks scary!
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. 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)
35. REDUCE THE ANXIETY....
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
36. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. 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. 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. 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. DON'T FAKE IT.
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
42. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
43. TM REALLY??
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
What *NOT* to do social proof example
44. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
Uhhh..., I don't think Meagan
actually wrote THAT review.
45. SAYS WHO??
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
What *NOT* to do social proof example
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. Social proof must REDUCE
concerns and questions
...NEVER create them.
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
49. You WANT to
take away the
teddy bear??
#meanie
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
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. 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. RELEVANT TO
DIVERSE INDUSTRIES
RELEVANT TO
JOB TITLE
RELEVANT TO
USER'S CHALLENGE
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. 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. 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. 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. 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. Belly rub? Ohhhh yeah!!!
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Count me in!
#RememberTheCravens
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. 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. USER-SHARED
ACTION PHOTOS
STAR RATINGS
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
62. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
COMPANY LOGO
IN SIGNATURE
"REAL CUSTOMER"
PHOTO
SUBDUED CLIENT
LOGO BADGES
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. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
Staring... contest...
So captivating... I.... ahh, what?
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. 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. WANNA' DANCE?
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
68. HOW 'BOUT NOW?
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
This is NOT cool...
#RememberTheCravens
71. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
72. SCORED
SATISFACTION
QUANTIFIED
PERSPECTIVE
"Ooh! I just love
that decimal."
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. 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. 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. PROXIMATE TO
CTA ANXIETY
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
Oy vey!
#RememberTheCravens
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. 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. Could you be more specific
about the rolling part?
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
83. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
TRANSLATE ANXIETY....
84. ...TO CONFIDENT DELIGHT!
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. 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. 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. Lord, please help me
get reviews like THAT!
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
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. STEP 1: DELIVER AWESOME
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
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. 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. PERSUASIVE TESTIMONIAL CORE
CLIENT
PROBLEM
BUSINESS
SOLUTION
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
RESULT
SPECIFICS
GLUE
% $
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. of consumers will post
a positive review on their own.
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. The MOST IMPORTANT takeaway...
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. 3 HOMEWORK TASKS
(No kitty litter pans involved.)
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. "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. 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. HOMEWORK TASK #2:
Apply "CRAVENS" scoring and
test your social proof.
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
#RememberTheCravens
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. If you use generic, unsigned testimonials after seeing this...
Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. Social Proof Tips to Boost Landing Page Conversions | @ThreeDeep @aschottmuller
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. 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. 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
118. #RememberTheCravens
#unwebinar @unbounce @aschottmuller
Angie Schottmuller
Director of Optimization, Three Deep Marketing
angie.schottmuller@threedeepmarketing.com
@aschottmuller
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