They found that when site visitors were able to see feedback from satisfied customers, sales increased by 34 percent. It’s not enough to just publish these testimonials and case studies, though. The Landing Page Optimization Course from MECLABS explores this concept in great detail. By studying the way internet users’ eyes move across the page, they deduced that there are two locations worth testing: product pages themselves and in the website’s sidebar. Match your prospects with previous customers It’s not enough to merely publish testimonials from previous customers -- those testimonials also need to be relevant for your incoming sales prospects. Don't silence negative reviewers or quelling dissent, but it's good to focus on a selection of reviews that are specific in nature and as personal as possible. In addition to providing a mixture of video and text-based reviews, they made a point to focus on highly personal and specific testimonials. Consider multimedia Social proof is hugely important to today’s businesses. For example, my company WebpageFX publishes video testimonials from our satisfied clients. You’re building a reputation here, and a great reputation starts with earning customers’ trust.
Case studies and client testimonials can provide a huge boost to your conversion of new customers and your bottom line. They often prove essential for establishing credibility and a sense of stability.
A couple years ago, VWO and WikiJob performed a basic A/B test to gauge the effectiveness of client testimonials. They found that when site visitors were able to see feedback from satisfied customers, sales increased by 34 percent.
It’s not enough to just publish these testimonials and case studies, though. You have to be clever about it. Here are four ideas to get you started:
1. Tweak the location
The first and most obvious point to consider is the placement of your client testimonials.
The Landing Page Optimization Course from MECLABS explores this concept in great detail. By studying the way internet users’ eyes move across the page, they deduced that there are two locations worth testing: product pages themselves and in the website’s sidebar.
You can perform your own A/B tests to see which is right for you. Take a look at details as small as the distance between the testimonial and the “Add to Cart” button. It’s a small detail that could make a new customer’s decision that much easier.
2. Match your prospects with previous customers
It’s not enough to merely publish testimonials from previous customers — those testimonials also need to be relevant for your incoming sales prospects.
For example: Sharefile is a document sharing service that works closely with a variety of Fortune 500 companies. They go to great lengths to tailor their landing pages and testimonials to their intended audience. In other words, leads generated from a website focusing on the healthcare industry will be served with a page that focuses on the needs of that particular niche…
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