Before making a purchase, most customers want some assurance that the product or service will be worth their money. Increasingly, customers look towards reviews and testimonials from other customers for this assurance. This is the principle of Social Proof, and it’s part of what makes testimonials effective in increasing conversion rates. In this blog post, we’ll show you some of the most effective ways to leverage their principle and how you can use testimonials to increase landing page conversion rates.
How to Increase Landing Page Conversion Rates with Testimonials
Statistics show that most customers trust reviews and testimonials from other customers as much as recommendations from friends, and much more than claims made by the business itself. It makes logical sense that customers trust other customers more than businesses or marketers. Other customers don’t have financial incentive to make positive statements about a business; they make these statements simply because they enjoyed a product or service.
With this in mind, it also makes logical sense to make positive reviews and testimonials as easy to find as possible. One of the best ways to showcase your customers’ positive sentiments is on your landing pages and sales pages. In one study, adding just three lines of testimonials to a landing page increased conversion rates by 34%. In another study, adding testimonials to sales pages for relatively low-priced items increased conversion rates by 190%, while conversion rates for more expensive items increased by 380%.
Adding testimonials strategically will help you make a landing page that is short enough to keep your visitors’ attention while also convincing them of your product’s quality.
Case Study Link
A case study takes an in-depth look at your customers’ experience and provides a longer, more detailed testimonial. This type of Social Proof is ideal for products or services that are more expensive and long-lasting, which customers generally take longer to consider. Instead of providing the full case study, which is likely to make your landing page too long to keep customers’ attention, provide a link to the full case study instead. Pull out a few of the most impactful and relevant quotes or facts from the case study to include on the landing page.
Movement on a page tends to draw visitors’ eyes. Using a rotating carousel of text or video testimonials will help your customers’ stories get noticed. This also allows you to display more testimonials without using up more space on the page. You might use a single rotating section, a group of three, or another configuration. Whatever arrangement you choose, make sure your visitors have enough time to read the text or watch the video before the testimonials rotate.
Sometimes, the sheer number of testimonials you have can be more impactful than how long or detailed they are. If you have a long list of relatively short reviews or testimonials, use a populating list to make these stand out. You’ll want to include these testimonials at the bottom of the landing page, and use a function to populate the list as a user scrolls. Users may only read a few of these testimonials, but the seemingly endless list of Social Proof is sure to increase landing page conversion rates.
If two customers are very dissimilar from each other, their testimonials might not mean much to each other. Targeted testimonials allow you to use data in your CRM or tracking system to show testimonials from other, similar customers. For example, if your tracking data has picked up that a visitor from a particular IP address is visiting your landing page searching for a software product for their small business, you might use targeting features to show them testimonials from other small business owners. Contrastingly, if the visitor is a CTO for a larger company, you might show them testimonials from other, similar executives.
Video Testimonial Compilation
Video testimonials tend to be more impactful than text testimonials. If you want to include multiple video testimonials on your landing page, but you’re not sure if visitors will take the time to watch each of them, consider a testimonial compilation video. You might take snippets of multiple videos and combine them using simple transitions or footage of your product in use. Or, you might simple combine testimonial videos back to back with minimal editing. Focus on testimonials that provide the most informative details and impactful statements. This way, you can be sure that your landing page visitors are getting the most powerful information.
Experiment with different combinations and configurations to see which testimonial arrangements work best for your products or services. Use A/B testing to compare your landing pages as you make changes and find the right amount and length of testimonials to increase conversion rates for your landing pages.
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Posted in: Social Proof