A Crash Course in Conversion Optimization: Testimonials
Another lesson from my “Conversion Optimization” training that applies to B2B marketing and buying behavior is the importance of testimonials. The course’s instructor,
Bryan Eisenberg, advises incorporating customer testimonials on your website in order to heighten your credibility and thus encourage prospects to stay on your site (further motivating them to buy). Belo
w are some key B2B-related takeaways I wanted to pass along:
Mirror
- You want your prospects to see themselves in your testimonials. Look at any possible objections/concerns they may have, and debunk them with your existing customers’ words. If you are able to speak to these, there’s a greater chance of them elaborating* on the issue and thus remembering you when it’s time to buy – if not buying right then.
- You may not know exactly what your prospects’ concerns are, but there may be some universal industry concerns that you can address. Or ask your existing customers what concerns they had, and address those.
Location
- Test the best locations to include your customers’ reviews/testimonials. For example, these testimonials might be really effective within a case study (perhaps with a pull-out quote) or next to an image showcasing the project.
- Don’t just keep them in one place (e.g., on one “testimonials page”) – have them in as many places as possible so your prospects won’t miss them.
- Whatever you do, don’t bury them! Make sure they stand out!
Don’t Be Shy
- Your prospects want to see what other people think about working with you, and what sort of results you can bring, so don’t shy away from showing them positive things your customers have said about you. Your customers can say them – you cannot.
Remember the Four Personas when choosing reviews as well. Some prospects may want to know your process (Methodical), whereas others may want confirmation that you can get them what they need quickly (Spontaneous).
And finally, remember to have your testimonials in a clear and conspicuous location, because the biggest obstacle to converting prospects to sales is not having the information they need right in front of them. They won’t look for it – they’ll simply leave.
* The Elaboration Likelihood Model (ELM) states that our success in persuading someone lies in their ability to elaborate on the issue at hand. There are several factors that can motivate a person to engage in elaboration, and one such factor is personal relevance. In other words, if you can appeal to people with something that is personally relevant to them, it will motivate them to elaborate on the issue further which can help motivate them to buy.
Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns.
