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Social Proof

Lesson 20 from: Conversion Rate Optimization: Convert Visitors Into Buyers

Rita Cidre

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Lesson Info

20. Social Proof

Lesson Info

Social Proof

Humans are herd creatures. We like to do what others do. In fact, according to a study by podium, 93% of consumers say online reviews impact their buying decisions. Online reviews are just one of the ways you can use social proof to improve a user's trust in your products and drive conversion for your landing pages. Here are three ways you can use social proof in your landing pages. First, what I call a scene in second testimonials. Third reviews, let's begin with the tactic, I like to call a scene in L. A. Vitamin company ritual uses what I call the as seen in tactic in this page, as you can see, they share a list of prominent media outlets where ritual has been featured as a way to highlight their legitimacy. In other words, they're saying, hey, if the new york times thinks that we are legit, we must be legit. The second tactic is testimonials. Testimonials can be done in a variety of ways. You can go in the direction of Mcdonald's and use proof, points to show how many customers use...

and love your products. This is probably the oldest and first example of using testimonials and marketing or you can go in the direction of using a trust seal. Like you see on this landing page or finally this base camp landing page takes a much more modern approach to the Mcdonald's strategy, they have a live counter of the number of customers they have. This shows again that many people love and use their products and that users are signing up every single day. You can also choose to go with a more traditional user testimonial. There are many ways to feature testimonials on your site. You can use quotes, video, audio case studies, social media likes or follows or even customer interviews. Let's go through some innovative testimonial examples sas company kiss metrics, ads, customer quotes to all their landing pages. What I like most about this example is that the quote includes a picture, a real name and the person's title. This gives a testimonial a lot of credibility. Glossier is a brand built on amazing social following and customer reviews. These are featured prominently on their site. What I like most about how they do this is that you can search reviews and sort by skin type age and skin shade so you can find the review that is most applicable to you. Finally, a video example, code Academy does a great job using video to showcase the impact their coding courses have had on the lives of thousands. This inspirational storytelling is an important component of their marketing strategy, as it serves to persuade those considering switching to a career in development that they can do it

Class Materials

Bonus Materials with Purchase

CRO Tactics Cheat Sheet.pdf
CRO Formulas and Definitions.pdf
Fiverr Conversion Rate Optimization Worksheet - Rita Cidre.pdf