Imagine that you’ve gotten your visitors through your sales funnel down to your landing page. Now, they are faced with the choice of making a purchase or deciding not to do it. Is there one element of the landing page that can sway them into purchasing more than any other? Is it your witty copy? Is it the colorful images? It’s not hard to guess. They will want some proof about who you are, what your product does, and whether it’s worth purchasing. How do they get that? They get it by listening to what others have to say about their connection to you and their subsequent purchase. If you want to be immediately vetted as trustworthy by a potential buyer, adopt some of the following strategies to amp up the social proof on your landing page.
1. Show off Your Logo Bling
Just like putting a ring on a finger means someone found you worthy to marry, a logo on your landing page from a previous buyer says the same thing about your products and services. Every logo you display adds to the star power you employ to convince people that other businesses are vetting you. If those logos are from Fortune 500 companies, your online stock is about to ramp into the stratosphere. How can anyone argue about your credibility with that type of customer logo display showcase? Well, they will most probably find you credible. Very credible.
Take a look at the following example from the KISSmetrics website:
Image source: www.kissmetrics.com
Does it instill trust? We think so.
2. Include a Review to Overcome Objections
Once someone is on the landing page and ready to buy, it’s up to you to overcome any potential objections even if you aren’t face-to-face. Your landing page has to do the talking for you, and a customer review is an excellent way to overcome objections and give the buyer an idea of how your product or service has helped others. Reviews are not just for restaurants on Yelp anymore. Savvy online buyers will seek out a review of you from other sources, so why not include one on your landing page? It goes without saying that, to get those reviews, your product needs to deliver on its promise, but it’s even more important to keep customers satisfied at all times. No one will give you a positive feedback unless they were helped and treated with respect. Every successful businessperson knows that there is no great marketing without great customer service, so start from there.
3. Craft a Few Short Testimonials
Maybe someone can’t relate to a review by someone’s whose face they cannot see or who is not a big enough name for them. How do you get the big names to offer you social proof? Instead of a long review, you can ask for a testimonial. They tend to be shorter and can be done in either written or video format. You can intersperse them in the landing page in a different font and color to make them stand out while adding appealing images. It can be as short as a quote they approve with their name or a five-minute video from someone less famous. This makes the testimonial more personal and can help people relate to you and your brand. Include face shots and business titles on generic testimonials on less well-known individuals. Ask them to tell people about you from their perspective. It’s the online equivalent of name-dropping in tight social circles.
Consider the following example:
Image source: www.marketergizmo.com
The face shots are here to connect you to the real person behind the testimonial, while the business titles make the testimonials more credible. With just a short sentence or two, these testimonials effectively raise the value of both the company´s product and its customer service.
4. Jump into Case Studies
Maybe you have more to say than a simple quote or a short five-minute video can convey. In that case, you may have to offer a case study. This can work well for technical audiences that need a little bit more information than the average user. It’s also helpful if you are selling business-to-business and have to provide a deeper level of insider information to a knowledgeable audience.
Case studies are all about the data, so don’t be skimpy. They basically follow a simple formula. First, they introduce the problem; then they show how someone used their products or service to solve the problem. Finally, they give results in hard, quantifiable numbers that are impressive, and show the gains that can be made for a different person facing the same problem. Offer more than one case study with descriptive titles, so that someone can easily jump to the case study they need when making a final decision whether to buy on your landing page.
5. Enable Social Media Popularity Buttons
Sometimes, you don’t even need to make an argument to persuade people to buy your offerings. Social media popularity, whether it is a purchase, a like, a share, or a tweet in large numbers is enough to provide credibility for your business. Thus, buttons for LinkedIn Share, Facebook Like Button, Tweet for Twitter, Google+ share, or Pin It on Pinterest can all provide a type of social proof without text, images, or even a quote. It’s all about the number of people who click those buttons that impresses other people.
Therefore, make sure to include those buttons on your landing page. If, however, you cannot make impressive numbers with these buttons, then eliminate them all together. No social popularity buttons are better than low numbers which indicate to visitors that you are either too new or not popular enough to be taken seriously. You can always include them once you gain a sufficient amount of social media popularity.
6. Solicit Social Media Mentions
Just how do you get mentions from people in authority online with a huge following? How do you get blog writers and online publications to notice you? You can leverage social media to tag them in your own status updates and tweets or send them press releases of your latest offerings. You can target high profile individuals online or a particular publication. If you establish a relationship with them first by helping to promote their own offerings, they might reciprocate when the time comes to tweet them a reference to some activity you are doing online too. You can even get these mentions if they agree to be a venture partner in some activity that promotes both your offerings. You can also pay someone to mention you as in a paid endorsement.
Here´s an example of unpaid social media mentions:
Image source: www.stepcart.com
You don’t have to spend money to get some of those, but you do have to offer great products or services, provide mind-blowing customer service, and be a great business partner to get unsolicited praise on social media. Until you elicit such mentions, consider the above tips on how to solicit them. Don’t forget tracking tools that will help you register how your company is standing in terms of social media mentions.
7. Count User Downloads
This can work well for virtual products that can sell a lot without having to actually create a physical product. Thus, showing how many people have downloaded a software app, an e-book, or even a video course, gives you product instant appeal to others. It’s the crowd mentality you are working towards and so the numbers should be high before you post them. Don’t put a counter at zero there because all that proves is that no one bought your product. Wait until you have a sizeable number of downloads and then show the social proof that the offer is worthwhile to purchase.
Look at the number on this example:
Image source: www.thelandingpagecourse.com
When people see that more than five thousand users have already signed up for Basecamp to manage their projects, they will instantly think it must be worthwhile. Translated into concrete actions, they will more probably sign up themselves. If you consider using such a simple counter, you will increase the chances of getting more customers.
8. Display Badges or Certifications
Regulated industries can get social proof through certifications. For instance, a financial advisor, stockbroker, or insurance agent may need to prove their credentials by providing proof of certification with a licensing agency, like SEC. If your area of expertise is not as conventional, you may need to find certifications through online agencies, like Hubspot’s Inbound Marketing Certification for online marketers. These types of online certifications come with a badge that can be displayed on the landing page to give you an air of authority as a specialist in your chosen field. Look at the example below to see what we are talking about:
Image source: http://www.postcontrolmarketing.com/
Visitors to your landing page may not know enough about you or your business to make an informed buying decision. So, they must rely on the opinion of others who have come before them. By having more than one method to establish social proof on your landing page, you increase the rate of conversion by overcoming any objections anyone can think up about you or your company. It will be obvious that you are very popular, and that will make you credible. And as we all know – if you can trust someone, you are more likely to make a purchase.
How do you go about establishing social proof on your landing pages? Share with us how you have ramped up your conversion rate, either with these or with other types of social proof strategies.