In this Unwebinar, Angie Schottmuller will teach you how and where to leverage social proof to boost landing page performance. Learn helpful tricks for harnessing your current and past customer success to drive more conversions.
BONUS: Angie's presentation will follow with live critiques of landing page social proof that YOU submitted. Critique the social proof on your own (using the scorecard you'll have just learned), or simply tune-in for some expert insights and A/B testing ideas.
You'll learn:
-What kinds of social proof aid conversion (and why)
-What to do if you don't have any social proof
-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)
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Social Proof Tips to Boost Landing Page Conversions
1.
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/
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
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6S Evidence Signals of Social Proof by Angie Schottmuller
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
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
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)
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
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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
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
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
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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
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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
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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
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
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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
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
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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
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
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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
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
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