Effective Ways To Use Client Testimonials To Optimize Your Landing Page

Effective Ways To Use Client Testimonials To Optimize Your Landing Page

Have you ever wondered if testimonials work? The answer is a resounding, “Yes!”

Why do you need client testimonials on your website? It’s simple, really. We’re going to cover some of the basics to get you started right away. You need to use customer reviews to increase your conversions. By using them, you eliminate any doubts your customers may have and in turn help them with their purchasing decision.

In one study, 87% of consumers said that after reading a favorable online review, they went on to purchase. Conversely, this same study showed four out of five consumers changed their mind about a purchase after reading a negative online review.

This gives much validation to online reviews. So, we reach our topic today. We are discussing effective ways to use client testimonials to optimize your landing page conversions.

Leverage Social Proof

This concept is easy enough to understand when you think back to your teenage days. You probably wanted that special pair of jeans because everyone else did. Or, perhaps you permed your hair, again, because everyone else was doing it.

Social proof is much the same thing. And, today it’s called “the new marketing.” It’s doing what the Jones’ do, but on a larger scale.

Social proof is one of the effective ways to use client testimonials to optimize your landing page conversions.

For example, if Ted and Joan bought and reviewd your product, their review creates a positive influence on your other website visitors. They are creating informational social influence. Your new customer thinks, “If Ted and Joan like it, I will most likely like it.”

Wikipedia defines social proof as the following: “A psychological phenomenon where people assume the actions of others reflect the correct behavior for a given situation… driven by the assumption that the surrounding people possess more information about the situation.”

When you place client testimonials on your landing pages, you create social proof, thus encouraging new customers to convert.

Pepper Your Pages with Testimonials

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Great Landing Page Optimization Tips from the 2012 Presidential Election

Presidential campaigns are tornadoes of cash. This year’s is the biggest yet. Floods of money have poured into campaign marketing. The money supports a mountain of tactics, and this year we’re seeing a lot of landing page optimization.

We looked over the campaign websites of President Barak Obama and Governor Mitt Romney. Doing our best to ignore the politics, we drooled over their landing pages and saw a ton of conversion tactics.

Here’s what we found:

Landing page optimization — déjà vu

When you search for each candidate in Google, the campaign website is the first result. Both sites display an email capture form before the homepage, and we’re going to comment on these forms together. Take a look and you’ll see why:

barak obama - email capture landing page optimization

mitt romney - email capture landing page

Am I having déjà vu? In terms of landing page optimization, the pages are almost identical! Only a few details are changed.

Here’s what we see:

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