Читать книгу The Conversion Code - Крис Смит - Страница 19

“They are great” is the new “We are great.” When you display the feedback of your happiest customers and not just your own marketing messages, you will find that the quality of your leads will increase.

Using actual reviews from Yelp, Google, or Facebook and recommendations from LinkedIn is ideal. Remember, your leads can instantly identify and already trust those logos much more so than yours. It amazes me how many business owners have great reviews online, but they don't showcase those reviews on their websites in a beautiful way.

A recent study found that going from 10 reviews on your website to 50 can increase its conversion rate by 33%⁶ (Figure 2.3). No surprise considering 88% of consumers say they trust online reviews as much as personal recommendations.

Another clever and effective way to incorporate social proof is the aptly named website add-on Proof. Proof will pop up in real-time as people browse how many other people have or are viewing the same page they are on. It can show how many people have signed up for your email list.

According to Proof, adding their technology to your marketing funnel can “increase conversions by 10–15% per page” by building trust and adding urgency.

For example, if a serious buyer finds a listing they love on a real estate agent's site, but they also see that 18 other people are currently viewing the same listing, there is more urgency for them to schedule a showing or contact the agent.

Figure 2.3 Impact of Reviews on Website Conversions