When adding a video testimonial campaign to your marketing strategy, it can take some trial and error to discover what works best for your unique brand. Your customer groups may be incentivized to submit a testimonial in different ways. They also may be more influenced by testimonials displayed on your social media pages versus your website. Whatever the case is for your brand, the only way to find out what works best is by tracking, analyzing, and adjusting your campaign strategy over time.
Here are 9 video testimonial metrics to track:
#1: Overall submissions
The first metric you need to keep track of when analyzing your testimonial collection strategy is overall submissions. If your submissions are not growing, it may be a sign that you need to re-evaluate where you’ve placed your form. For the best results you should use multiple different platforms like email, your website, and your social media sites to collect testimonials from your customers. Use your submission number to evaluate which platforms work best, and which you need to tweak to increase submissions.
#2: Email opens & clicks
Email is a powerful tool for connecting with your customers to collect testimonials. In order to ensure you’re sending out emails at the right time, during the right stage of the buying process, and with the right copy you need to track their open rates and clicks. Email is an easy tool to A/B test by sending out various batches of emails with different variables to see which work best. Once you find an testimonial collection email that works best, add it to your email marketing drips and other areas of your email marketing that make sense for your brand.
#3: Website page views & clicks
Segmenting your testimonial submission forms in a strategic way throughout your website will help you increase submissions. For example, if you have multiple product or service pages on your site, you could create a testimonial submission form that is aimed toward that specific customer group. In order to see which pages on your site are performing the best it’s important to track page views and interactions on each page. With this specific information you can make decisions about where on your website your customers are most likely to be receptive to submitting a testimonial.
#4: Social media post likes, shares & views
Using social media sites as an additional tool for customer engagement is a great way to ensure you’re reaching a wide variety of customers. Some of your customers may choose to only follow your brand through social media and pay little attention to your website and email engagement. Placing testimonial submission forms on your social media pages, especially Facebook, is a great way to increase submissions. To track how successful collecting in this area is you should track the activity, including likes, shares, and views, surrounding the posts you share about testimonial collection. Your customers are going to interact with content differently on your social media pages than they are on your website, so make your social content unique!
Testimonial display metrics to track:
#5: Website page traffic
Displaying your testimonials on multiple different pages of your website based on their content is a great way to ensure your testimonial feeds are the most impactful. Segmenting your testimonials by content, employee, event, or in a way that works best for your brand will help you spread social proof throughout your website. To figure out which pages are most impactful with your testimonial content you should track the traffic associated with each of these pages. If you notice an increase in traffic, your testimonial content is working!
#6: Page bounce rate
Another metric you should track on your website pages that include your customer testimonials is the bounce rate. This will tell you which pages don’t necessarily work best with testimonial content included on them. If you see a page with testimonials with a high bounce rate, it could mean that the potential customers viewing that page do not expect that content there and therefore search on another page of your site. If that’s the case it may be time to re-evaluate the content that appears on that page.
#7: Video plays & watch length
With video testimonials, its smart to evaluate which testimonials get the most views, and are viewed for the longest. Not only are these good metrics to record for deciding where to place the testimonial content on your website, they also are a good indicator of what kind of content best influences your target audience.
#8: Direct, Organic & Referral Traffic
To understand which promotional content is working best to influence leads with your testimonial content its important to track where your traffic is coming from. This information can be located in your google analytics. Use this information to decide the best method for bringing potential customers to the pages that hold your testimonial content. For example if you find by tracking this information that your testimonial content converts best organically, you should focus your efforts on creating marketing content that includes your testimonials that is readily available in search.
#9: Social media post likes, shares & views
Finally, using social media as a tool to display your testimonials is a great way to make your brand feel more human. Potential customers are going to feel more comfortable with your brand if they can find a real person raving about your products or services. Social media is a tool that is readily used by consumers to do research on a brand before making a purchasing decision. In order to track whether your testimonial posts and display feeds on your social pages are influencing potential customers effectively you should track likes, shares, and views of this content.
Tracking these 9 video testimonial metrics will help you make informed decisions to create a successful testimonial campaign. Once you have valuable video testimonial content its important that you make it work best for your brand so that it does not go to waste. The key to a great video testimonial campaign is to collect and display testimonials from multiple different areas, and evaluate each area over time to make necessary changes. What video testimonial metrics do you track to make campaign decisions?