In my Part 1 post about optimizing customer testimonials, I laid out my CAPP framework for thinking about the various aspects of a testimonial and the variables you might improve on and/or test.
In this post, I want to illustrate how I would apply this framework using a multivariate test to see which optimized combination of factors would increase conversions the most. Continue reading
The wonderful thing about testimonials is that they have the ability to increase conversion rates across a wide variety of applications: direct-response landing pages, B2B lead generation, eCommerce, etc.
Study after study has indicated that when we make purchase decisions, we listen to our friends and peers more than we listen to “experts.” Our social networks carry an amazing amount of authority, and testimonials tap into the authority of the crowd and give us ‘social proof‘ that our peers vouch for a product or service.
When I think about optimizing customer testimonials on client websites (which is quite often), I break my efforts down into 4 categories: Content, Authenticity, Placement, and Presentation (CAPP). The good news is that all 4 are great things to make a part of your ongoing testing efforts, either in isolation, or combined in a multivariate approach! Continue reading