How Not-to-Waste the Opportunity with your Our-Customers (Our-Clients) Page ?

Our-Customers (or Our Clients) page is where you would showcase your Marque Customers and their Success on your website. Today Social Proof is no longer a nice-to-have, but a must-have in your company website from a buyer perspective. Unfortunately, this very Our-Customers page is one of the most “under-utilized” page for most businesses. Therefore there is lot of scope here for making them work for you – in terms of converting your visitors – to leads and customers – by providing credibility and proof to your marketing claims.

Lets see how to make this work for you.

In this article i would be analyzing the Our-Customers page of some impressive companies looking for best practices. We will do this based on below 5 factors. When i say Our-Customers Page – I mean any page or tab where you would list all your social proof, including Customer Names, Testimonials, Videos, Stories, Case Studies, Social Mentions, Social Counts, Media Mentions, Badges, Reviews, etc etc (for more about the different kinds of social proof – read this)

5 Factors to Evaluate Our-Customers (and Our-Clients) Pages

1. Well Organized  – Show Where to Start !

Organizing the content such that it is difficult for visitors to figure out where to start is a bad design. Therefore make it clear which is your featured customer or content. Don’t give choices to the visitor ! An A-Z list or filters to start with is a bad idea. Not all your customers are equal. Make up your mind as to which story you want to showcase, and make that clear.

2. Engaging – Make it Interesting !

The content needs to be engaging so that the visitors are inclined to continue, and not close the page.  Enough has been said about how visual content is more engaging compared to text. Make it interesting with Photos, Videos, Charts, Graphs, etc.

3. Compelling – Does it Convince to Convert ?

Make sure that the messaging in terms of benefits and value to the customer is clear and it does stand out. Highlight the key takeaways. Make sure it is in sync with your marketing copy. Use metrics and bullet points to show the results post your solution.

4. Credibility  – Does it sound Credible as a Social Proof ?

There are many many different kinds of social proof you could collect and show. And it could be company generated or user generated (UGC). I would recommend a mix and match. The more varieties you can show – the better. It helps provide assurance by showing consistency in the opinion across your audience base. Which means less skepticism and more credibility. (for more on which kind of social proof is more credible – read this)

5. Calls-To-Action (CTA) –  What is the Next Step ?

The worst thing would be to have a page with dead-ends – the ones where the visitor does not know what to do next , and has to search for a path. I mean in the fortunate case where he/she sticks along. Make sure to connect them to your lead funnel via CTA (Calls To Action) buttons or links.

 

Now, Lets analyse the Our-Customers Page of some awesome companies, and rate them on a scale of 1-5 for each of the above factors.

(Author’s disclaimer – I am in no way associated with any of these companies. These are hand-picked form the 2014 Forbes Most Promising and Most Admired Companies. Mostly. )


 

Example 1 – AirPush

AirPush is #2 on the 2014 Americas Most Promising Companies, and #1 in the Media category. It is a platform for Mobile Ads, with many big names like Coca-Cola, Amazon, Volkswagen, Hotels.com, LG, etc as its customers.

Home Page

Their Our-Customers page is a section in the Home Page. They have 2 sections

1. Logo banner followed with

2. Testimonial Quotes.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example AirPush

Case Studies Page

They also have a case studies page with 3 case studies.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example AirPush

  1. Organized  – 3/5 – There is a limited set of assets, but it is well organized
  2. Engaging – 2/5 – There is limited content. And the case studies could have been crisper. Interestingly, the PDF versions of the case studies are much better, but given that it is another click away, i am not sure if has been put to good use.
  3. Compelling – 4/5 –  The benefit metrics and the message is clear and therefore compelling.
  4. Credibility  – 3/5 – The brand names are very impressive. They also show some usage and reach statistics like total # of live campaigns, # of mobile apps, etc which is impressive.
  5. Calls-To-Action (CTA) – 3/5 – The “View Case Studies” CTA on the home page does stand out, but the real one – ‘Create Account”  within the case studies page is somewhere at the bottom of the page. Something worth testing.

Overall Score – 15/25 = 3.0


 

Bonus Tip 1 : 

I personally hate PDFs because they are dead ends by design. There is no scope for CTAs. PDFs do allow users to download and read offline, but i do have my doubts on how many people will go back and read offline something that they did not manage to do online, unless of-course you have created something super super engaging. The negatives of PDFs far outweigh the positives.

For more on why not PDFs read this interesting post in The Washington Post – PDFs that Nobody Reads


 

Example 2 – HireVue

HireVue is #10 on the 2014 Americas Most Promising Companies, and #4 in the category – IT Software and Services. It is an online platform for screening and hiring employees.  It has Hilton, eBay, Dunkin, GE, etc as its customers.

Our Customers Page

The website has Customers tab as one of it primary tabs. There are 4 sections in the Our-Customers page

1. Featured customers

2. Overall customers/reaped benefits stats

3. Story snippets with logo and shoutout

4. Sea of logos

 

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example HireVue Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example HireVue

 

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example HireVue - Customers

Case Studies Page

The story page typically has a logo, a video, a benefit shout-out (which is cool), and the actual story in the problem-solution-results format. It also has some relevant testimonials quotes. all making it an interesting page.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example HireVue Customer Case Study Page

 

  1. Organized  – 3/5 – Though there is a clear focus on the featured stories, they are taking all the space and making the rest of the content inaccessible. Added to it the whole image (photo of the customer’s business) is hyper-linked to the respective case study. You cannot avoid not clicking on it. Making it highly unlikely for people to have seen all the nice metrics in the rest of the page.
  2. Engaging – 4/5 – There is a lot of content in the form of photos, videos, case studies, shout-out metrics, quotes, etc. Everything making it more engaging.
  3. Compelling – 4/5 –  I liked the idea of providing the overall average benefit metrics – Improved quality of hire, Increased speed and productivity, Stronger engagement and satisfaction. I am almost sold on just this 1 section. In my opinion this should have been the top section. It is a shame that no-one would have got to see it because of the issue i mentioned in #1 above.
  4. Credibility  – 4/5 – The combination of the average benefit metrics with the case-studies/testimonials detailing it makes it a great combination. In addition there are those big brand names.
  5. Calls-To-Action (CTA) – 4/5 – There is a clear and prominent CTA – for taking the Live Demo

Overall Score – 19/25 = 3.8


 

Bonus Tip 2 : 

Showing statistics related to the usage of the product or service is one of the very effective social proofs. Especially if you have some impressive numbers.

Read more about how to use social proof in marketing here – 25 Ways of Using Social Proof in your Marketing


Example 3 – OnDeck

OnDeck is #11 on the 2014 Americas Most Promising Companies, and #2 in the category – Financial Services. It is an online marketplace for business loans trying to disrupt the dominance of traditional banks by easing out the complete process. It has lent ~$825M so far and has many many small businesses as its customers.

Home Page

The home page showcases the featured testimonials along with a photo, which is cool. It makes it very homely and welcoming for the small business owners since they are the target segment. customer persona matched.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example OnDeck

Testimonials Page

The Testimonials Page is the equivalent of the Our-Customers page. It has 3 sections

1. Link to Reviews on TrustPilot

2. Kudos mentions/posts in social media, and Yelp

3. Testimonials by Industry

 

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example OnDeck - Testimonials Page Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example OnDeck - Testimonials - Page 2

 

  1. Organized  – 4/5 – It is organized well from a visitor perspective, but maybe the ones that link to 3rd party platforms should be lower down to reduce the risk of link leakage.
  2. Engaging – 4/5 – There is a variety of content making it interesting.
  3. Compelling – 4/5 –  The benefit metrics and the message is clear and compelling
  4. Credibility  – 5/5 – In addition to the testimonials, the addition of the reviews from the 3rd party platforms like Twitter, Facebook, Yelp and TrustPilot makes it very credible.
  5. Calls-To-Action (CTA) – 4/5 –

Overall Score – 21/25 = 4.2


 

Bonus Tip 3 : 

I love it when companies don’t limit themselves to just company generated content like testimonials, videos or case studies. User generated content (UGC) like reviews on 3rd party platforms, social media mentions, etc add a lot of credibility, and it works magic when you showcase both.

for more on this read my article on What is a Better Social Proof – Company-Generated OR User-Generated ?


Example 4 – Tapad

Tapad is #12 on the 2014 Americas Most Promising Companies, and #5 in the category – IT Software & Services. It helps online advertisers to track and target consumers across various devices – desktop, tablet and smartphone.

Home Page

The home page gives a summary of their Our-Customers. they have 2 sections

1. Badges of Top X out of Y Companies in Z Industry Segment

2. Interesting mix of Media Mentions, Influencer Endorsements and Testimonials

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Tapad - Home

Case Studies Page

The Case Studies page has a listing of 6 anonymous case studies from 6 different industries each. And each of the individual case studies look like the one below.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Tapad - Customer Case StudiesTapad - Case Studies page 2

  1. Organized  – 5/5 – The section on the home page gives a very good start. I love the way they have made an interesting mix of all the social proofs – Top X out of Y Companies Badges, Media Mentions like the Forbes Ranking, Frost & Sullivan Award, Endorsements from Influencers (like the one from Evidon CEO), Testimonials (like the one from Dell)
  2. Engaging – 2/5 – There is not much details after the great summary.
  3. Compelling – 3/5 –  The benefit metrics and the message is fair but not outright compelling.
  4. Credibility  – 3/5 – Tapad is using “privacy” as their USP, and as a result there are no customer names.  So from a credibility perspective, the proof points score low. They could have made up for it by displaying other social proofs that don’t involve naming a customer.
  5. Calls-To-Action (CTA) – 1/5 – No clear CTA.

Overall Score – 14/25 = 2.8


 

Bonus Tip 4 : 

If you are in a business where you cannot take the names of your customer, either due to the nature of the industry or because for your own reasons, you can still showcase credibility by using social proofs that does not involve customer names. examples would be –  endorsements from 3rd parties or influencers in the industry, usage statistics like # transactions, benefit statistics like average improvement, media mentions, awards, partnerships, etc etc. see all the 22 different kinds of social proof here

 


Example 5 – CollectiveBias

CollectiveBias is #18 on the 2014 Americas Most Promising Companies, and #1 in the category – Business Services & Supplies. It is a platform to connect freelance blogger with companies for creating content. It has an impressive lineup of customers like Nestle, Walmart, Starbucks, Sears, Walgreens, etc

Home Page

The Home page showcases the featured testimonials.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example CollectiveBias - Home

Our Work Page

The Our Work Page is the Our-Customer equivalent here. It showcases the case studies.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example CollectiveBias - Our Work (Our Clients)

Case Studies Page

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example CollectiveBias - Customer Case Study

 

  1. Organized  – 3/5 – The featured testimonials and the featured case studies gives a good start.
  2. Engaging – 2/5 – Given that CollectiveBias is a content platform, the social proof content showcased falls short in terms of the opportunity to engage.
  3. Compelling – 3/5 – The metrics are good to give an idea of the reach of the content, but does not really provide a competitive edge. Not compelling enough to take that next step.
  4. Credibility  – 3/5 – Impressive names like Nestle and Disney make it sound credible.
  5. Calls-To-Action (CTA) – 2/5 – the CTA that is visible is the “Subscribe” to the newsletter, which is probably not a very good use of the Customer Successes.

Overall Score – 13/25 =2.6


 

Bonus Tip 5 :

It is a proven fact that people pay more attention to visual content than just text. Adding visual elements to the content makes it more interesting and hence engaging. Therefore add more photos, videos, charts, info-graphics, screenshots, etc to your Our-Customer pages.

see this article in Under30CEO on why visual content makes sense

 


Example 6 – Google Adwords

Google is #1 in the 2014 Forbes Most Admired Companies. Of-course ! We are interested only in the Google Adwords business for this exercise since that is the selling angle.

Home  Page

The Home Page shows 2 featured testimonials – one each for the Adwords (for Advertisers) and Adsense (for website owners who rent out advertising space)

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Google Adwords - Home

Success Stories Page

The Stories page consists of customer success stories in the form of videos or case studies. The page is divided into 2 sections

1. Small and Medium Business

2. Fortune 500

 

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Google Adwords - Customer Success Stories Page

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Google Adwords - Customer Success Stories - Fortune 500

  1. Organized  – 3/5 – Google does highlight some of its success stories in other pages, which is good. In the Success Stories page it has tried to organize it based on the customer persona – small/medium businesses versus big enterprises.
  2. Engaging – 3/5 – The videos look interesting and good therefore making the small/medium business section more engaging than the Fortune 500 section. The case studies could have been much better.
  3. Compelling – 3/5 –  Given that it is Google and it has access to a lot of resources, the content could have been better in terms of showing the BEFORE-and-AFTER scenario. None of the material do a great job of explaining why you should do Ads in Google. If it is not for the proven fact that search ads work, it would have been a challenge to compel people to go for it with just these stories.
  4. Credibility  – 3/5 – Many popular brands
  5. Calls-To-Action (CTA) – 4/5 – The CTA of “Get Started Now” along with the 1-800 number is clear and stands out.

Overall Score – 16/25 =3.2


 

Bonus Tip 6 : 

Customer Videos is a social proof that can be very effective if done right. The key would be to keep it short, make it interesting by storytelling, having the right CTA, providing a preview and promoting it in all places.

To know more read this article – How to make your Video Testimonials Work ?


 

Example 7 – Twitter 

Home Page

The Home Page features a prominent section linking to the success stories. It also showcases some featured stories of popular brands like Nat Geo, Adidas.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Twitter Advertising - Home

Success Stories Page

The Success Stories Page is the Our-Customers page for Twitter. It showcases a summary video which is cool.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Twitter Advertising - Customer Success Stories

Case Study Page

The Case Study page is very interesting consisting of the typical problem-solution-benefits. In addition it has some related “tweets”. Also it has some relevant testimonial quotes. Twitter also takes the opportunity to highlight the features/offering and ties it to the challenge-benefits. Overall, it is engaging.

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Twitter Advertising - Customer Success Story Page

Best of Our-Customers (Our-Clients) Pages : How To Make Customer Success Marketing Work For You ? Example Twitter Business - Customer Case Study Metrics

 

 

  1. Organized  – 4/5 – All 3 pages are organized well – The home page section, the success stories page, and the detailed story page.
  2. Engaging – 5/5 – The content is made interesting by including tweets, testimonials, takeaway shout-outs, key success factors, photos and feature description.
  3. Compelling – 5/5 – The Take-away shout-outs and the best practices do a good job of explaining the value proposition.
  4. Credibility  – 5/5 – The popular brands and the tweet embeds, along with all the detailing make it look credible.
  5. Calls-To-Action (CTA) – 3/5 – the “start advertising” is kind-of lost at the top. this could have been placed better. Needs testing.

Overall Score – 22/25 =4.4


 

Bonus Tip 7 :

Customer Case Studies and Success Stories are very powerful as a Content Marketing Tactic because it has the added advantage of having the power of 3 –

1. Informative (as a Content Category)

2. Credible (as a Social Proof)

3. Selling (as a Marketing Copy)

Read more about it here How to Make your Case Studies and Success Stories Boost your Marketing ?


Conclusion

Now if you are wondering why none of them got a 5 ? well ..this is a reason

That is because there is scope for doing a lot with your Our-Customers Page. What you saw above were some great ideas, but there is definitely lots more. Watch out this space for the “Perfect Our-Customers Page” !

Meanwhile, if you have some awesome ideas please do share by commenting. And if you find this article useful, please SHARE it.

Appreciate it. Thanks, Anupam 

……………………………………………………………

anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials

So how can you increase the click through rate and conversion from your email newsletters ? In simple terms how can you increase the chances of your subscriber taking that next step you desire them to do by clicking on that button or link or call you after reading your newsletter ?

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials - 2014-content-marketing-trends

Newsletter is one of the best ways to keep your audience engaged with a continuous feed of good quality content. As per the research done by the Content Marketing Institute, It is in the Top 3 as a tactic used by marketers in both B2B and B2C industries.

At the end of the day, the end goal of any content marketing tactic is to be able to get more traffic to your website, get more conversions, and get more qualified leads. There are many things you can do to make your newsletter more engaging. In-fact you have experts who have articles like 100 different things you can do to make your newsletters work better for you. I love all of those suggestions, and i would recommend you to follow them because they are all good. The only thing i have for you is …

Add Testimonials to your Newsletter !

Embedding  snippets of your customer testimonials in your newsletters makes your CTA (calls to action) more credible. When i say testimonials, it includes any of these  – logos, customer names, quotes, stories, spotlights, case studies, videos, photos, reviews,  infograhics,  trending charts, metrics, etc, etc. A dash or pinch of your customer’s vouch adds the much needed credibility to whatever you are trying to say to extra convince your reader/subscriber to take that next step. Test it out !

I have a very good example that  i was really impressed with. Its from the B2C segment this time.

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials -best practices - the bridal photographer example

The Bridal Photographer

His Newsletter has a lovely set of testimonials from his past clients. Those photographs make anyone click on those links to find out more. I am sure if you are his target audience – i.e guys and gals planning for your wedding, you will pick up the phone to call !

Just a word of caution – Two things that you should pay attention to while choosing your testimonials would be

1. make sure your testimonials are real, and look and feel like one

(read this to know more  Best Practices : How to keep testimonials real, and reasons why not to fake them)

2. make sure the testimonials you choose are as much relevant as possible to the context of  you CTA (calls to action)

(read this to know more  Best Practices: Contextual testimonials – examples of features pages that rock )

Content Marketing: Increase email newsletter click through and CTA conversions using testimonials - best practices with example - the bridal photographer

Bonus Tip: David has the luxury of picking photos from his awesome collection. Of-course, he is in the business of photography. But that does not mean that other businesses cannot get some beautiful “real life” photos of their customers. I am 100% sure that your customers will not mind sharing their good moments ! Inherent human desire to share images is the foundation of many successful companies today.  Facebook, Instagram, Pinterest, Whatsapp, Flickr, etc, etc …. to name a few 🙂

Test your next newsletter with the best of your testimonials and see what happens. please share your experiences by commenting below

thanks, anupam

……………………………………………………………

anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

………………………………………………………………..

see more ideas on getting more leads from your content marketing using testimonials

1. Email Marketing: Testimonials help increase click through rate, get more CTA conversions.

2. Content Marketing: Testimonials help increase blog conversions, and get more leads.

3. Landing Page Optimization: Design success story and case study pages for conversion

4. Best Practices : A-Z customers – examples of cool our customers page

5. Best Practices: Hero Image Testimonials – Examples of Cool Home Pages

see also

1. 24 Newsletter Content Ideas by Christina Walker at Writtent.com

2. 21 Great Ideas For Your Next Company Newsletter by Belinda Weaver

Email Marketing: Testimonials help increase click through rate, get more CTA conversions.

Email Marketing: Testimonials help increase click through rate, get more CTA conversions - Best Practices with Examples

So how can you increase the click through rate and conversion from your emails ? In simple terms how can you increase the chances of your recipient taking that next step by clicking on that button or link after reading your email ?

Email as a marketing tool is still very much alive and kicking, in-spite of the exponentially growing clout of social media. The primary reason for this is the fact that the first thing that everyone does in the morning is checking their emails !!

The smartphones and tablets have made emails even more important because now you can access them 24/7. Not everyone checks their Facebook or Twitter pages multiple times in day, but that does not apply to their emails.

Emails are no longer recommended for cold mailing though (also called spamming), but they are highly recommended for engaging customers to take the next steps – whatever is the desired CTA (calls to action).

Emails can be used to achieve goals like more usage/adoption in a SaaS/Subscription business, or more purchase/reduce abandonment in a retail/eCommerce site, or even take your customers through the lead maturing steps. Whatever is the end goal, emails serve as an effective way to help in the conversion of your customer.

It is very effective when the goal involves getting  the customer back to your site because with emails you can go to them, to their inbox, to bring them back to you, unlike any other channels.  This is also called a drip campaigns or drip marketing, and most email marketing tools have features to setup and manage the emails and the auto-responders.

There are many articles where email marketing experts tell you the 100 things you can do to improve the conversion from your emails! I would definitely recommend you to read all of that because they are all good suggestions 🙂

After you do that, I just have one suggestion for you – embed testimonials in your emails ! Add snippets of your customer testimonials in your emails. When i say testimonials, it includes any of these  – logos, customer names, quotes, stories, spotlights, case studies, videos, photos, reviews,  etc, etc. A dash or pinch of your customer’s vouch adds the much needed credibility to whatever you are trying to say to extra convince the recipient to take that next step.

I have a couple of good examples from Vocus today.

(disclaimer: i am in no way associated with either Vocus or any of their companies showcased here. Neither am i paid by them for mentioning them as a best practice)

Example 1. PRWeb (a press releases company)

The welcome email from PRWeb. I need to admit that the customer testimonial with the photo and the compelling quote is very engaging, and definitely tempts you to get started in using PRWeb’s press release services.

Email Marketing: Testimonials help increase click through rate, get more CTA conversions. - Best Practices with Examples - Example of PRWeb - Vocus

Example 2: iContact (an email marketing company)

The Download whitepaper email from iContact. The customer testimonial idea is good and makes it interesting.

Email Marketing: Testimonials help increase click through rate, get more CTA conversions. - Best Practices with Examples - Example of iContact - Vocus

Bonus Tip: If  there is something i would like to change here – there could have been a better choice for the actual customer and quote used because Chris here is talking about how good iContact is as an email marketing tool, and he is not talking about the “10 rules for successful email marketing guide” that this email was about.

See my other posts from our best practices series

Content Marketing: Testimonials help increase blog conversion and get more leads. (Best Practices with Example)

Best Practices: Testimonials that Convert – Example of a Success Story Landing Page Optimized for Conversion

Best Practices: Contextual testimonials – examples of features pages that rock

Best Practices : Keep them (testimonials) real – reasons why not to fake it

Best Practices : A-Z testimonials – examples of cool ‘Our Customers’ tab

Best Practices: Hero Image Testimonials – Examples of Cool Home Pages

Summary: Embed customer testimonials in your emails to increase the click through rate and conversion rate from your email marketing campaigns. But make it more relevant by using testimonials that are contextual to the topic of the email.

Please share your experiences and opinions via commenting. If you think this will be valuable to any of your friends, please share.

thanks, anupam

……………………………………………………………

anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

………………………………………………………………..

 

See also

1. Email Hacking: Improving Your Conversions With Every Email

2. Testimonials: The Ultimate Social Proof for Email Marketing

3. 21 Autoresponder Ideas to Grow Your Business

Landing Page Optimization: Design success story and case study pages for conversion

Customer Success Stories, and Case Studies should always be tied with relevant CTAs (Calls-To-Action). There are 2 reasons as to why you should design your case study and story pages for conversion, and why it would be a huge lost opportunity if your visitors end up in a dead end after reading your story.

1. If your visitors have taken the trouble of reading your customer story and case study, it very well means that they are interested in your product and services.  It is a golden opportunity to engage your visitors to take the next steps by popping the question.

2. your customer story and case study pages occupy prime real-estate space on your website. It is one of the most prominent 1st level pages out there. Therefore makes sense to think of converting the visitors to leads. Also the visitors to the story pages have a higher probability of conversion going back to our point #1.

Landing Page Optimization: Design success story and case study page for conversion -  Kissmetrics

One of the best examples of CTA (aka calls-to-action) in testimonials are the ones on Kissmetrics Our Customers Page.  Though they have 1000’s of happy customers, they are only showcasing 2 of them on their Our Customers Page. They are smartly placed to make the visitors take the next step and read those stories. They are clickable and with a CTA button to make it very obvious. It takes you to the actual story page, which is even more interesting.

Landing Page Optimization: Design success story and case study page for conversion -  Kissmetrics - LiveChat

It is not the usual monotonously long story in a single tone. It is interspersed with different things like quote snippets, highlights of benefits reaped, detailing of the features that the customer used to get the claimed benefits , etc. All making it more engaging.

The one i am looking at is the LiveChat story, and there are some really impressive quotes by Szymon Klimczak, their CMO, which make it even more compelling.

Landing Page Optimization: Design success story and case study page for conversion - Kissmetrics - LiveChat - Quote

The best part is that there are CTA buttons tempting prospects to sign-up. They are spread across the page so that it does not get lost with the folds. Though they are all for sign-up purpose, they are made interesting with different reasoning’s, which is cool.

The story page of Kissmetrics is very much a Landing Page in itself . We can call it a – Success Story or Case Study Landing Page !  Which is very smart because the whole purpose of a Customer Testimonial or a Success Story/Case Study would be to get you more leads. Also, the concept of hand picked stories, optimized for conversion makes a lot of sense from an ROI perspective as well.

What do you think ? Please share via commenting if you know of other examples …

thanks, anupam

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anupam_bonanthaya_customer_rivet_founder_ceo

Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts

Rivet.ly – Hosted Our-Customers Page

Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.

Ask for a Demo today to see how it can help “Transform Your Customer Success Marketing”. OR Contact Anupam Bonanthaya via LinkedIn

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Also see

1. Our earlier posts on more best practices 

Best Practices: Make your Features Page Rock with Contextual Testimonials

Best Practices: Rock-Star Customers on the Home Page

Best Practices : A-Z Customer List is Outdated

Best Practices : Keep them Real to add Credibility

Best Practices: Returns (ROI) from your testimonials – reasons why measure ?

2. This awesome post by Marie Dean & Peep in ConversionXL – Why you should invest in good testimonials and some great examples

3. This very comprehensive list by Tatiana Liubarets & Helen in Writtent – 25 Success Tips for Writing Irresistible Customer Success Stories