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

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

Best Practices: Contextual testimonials – examples of features pages that rock - Unbounce - feature1

The best way to make your features page more engaging to the visitors is to add some testimonials. Not just any testimonial but the ones that are contextually relevant to the feature you are talking about. It makes it more credible if you can compliment your claims with some customer quotes talking about the same features.

A Great Example is Unbounce’s Feature page. (www.unbounce.com)

Best Practices: Contextual testimonials – examples of features pages that rock - Unbounce - Feature2

(source: unbounce website, 7th Feb 2014)

I love the way how each and every feature description has a corresponding quote from a customer vouching how great that feature has been to them.

Best Practices: Contextual testimonials – examples of features pages that rock - Unbounce - Feature3

(source: unbounce website, 7th Feb 2014)

Best Practices: Contextual testimonials – examples of features pages that rock - Unbounce - Feature4

(source: unbounce website, 7th Feb 2014)

Summary: Add testimonials to your features page to make it more credible and engaging . But don’t just add ANY testimonial, but ONLY the ones that are relevant and contextual to what you are talking about.

If you have other examples of cool usage of testimonials in the features and functionality pages, please share in the comments below.

Also see other posts from the Best Practices series

Best Practices : A-Z Customer List is Outdated

Best Practices: Rock-Star Customers on the Home Page

Best Practices : Fake It Till You Make It – Does Not Apply Here

Best Practices : 6 Easy Steps to an Awesome Testimonial

Updated : Unbounce has recently updated their features page to make space for more features, and it no longer looks the same, but nevertheless the concept is still valid. 

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

………………………………………………………………..

Best Practices : How to keep testimonials real, and reasons why not to fake them

Best Practices : How to keep testimonials real, and reasons why not to fake them

This week’s case of Fake Testimonials by a Business in Australia raises a lot of questions about the real credibility of Customer Testimonials showcased by companies in their websites and social media.

(read about it here – $145,000 Fine for Fake Testimonials )

Faking customer endorsements is totally not worth it for the following 3 reasons

1. Its High Risk – The risk of losing credibility and the financial losses in the event of getting caught are not worth the perceived gains from providing unreal testimonials.

2. Buyers are Not Dumb – when you are buying something, you would look at a product or service as a total package. If what you are offering is crappy, no matter what fake testimonials you put on your website, no-one will buy it. even if someone buys it they will find out sooner than later, and in today’s world where everyone is connected, it will hardly take a few secs to spread the word about how crappy you are. There is only so much you can hide.

3. Are you even on the Right Path ? if you are in a situation where you have an established business, but not even a single customer who is happy and can vouch for you, then you have more serious problems. You need to seriously think if you are even in the right business and if it even worth to continue. Cut your loses.  In finance parlance – you don’t spend good money to recover bad money. Be smart and smell the coffee.

Now what can you do as a business that does not want be anywhere close to the above situation ?You need to do 3 things

1. Make sure you are selling something awesome ! if you are doing something good you will always have people who will appreciate you for it. Similarly, if what you are selling is good,you will have at-least 1 happy customer ! (unless you are new in which case you are yet to have your 1st customer, which is understandable and perfectly OK. everyone starts with nil customers)

2. Set a Process to Collect Testimonials. Do not assume that you will get raving reviews without you doing your bit of outreaching to your customers and asking for one. And make sure you are having approval/written consent from your customers for what you would share in public (your website/social).

(see this  Best Practices : 6 Easy Steps to an Awesome Testimonial )

3. Make them as Real as Possible. When you put out your testimonials on your public pages make sure you have all the details that will assure people that it is real. Have real names, quotes, title, photos, video recordings, public profile (like Twitter handle, LinkedIn, Website, etc ). The more details you provide, the more it is verifiable, and the more credible your testimonials sound.

( also see

a. This awesome post by Pratik on how to make them real real – Why People Don’t Trust Your Landing Page Testimonials

b. Our earlier post of great examples of testimonials very real  Best Practices: Rock-Star Customers on the Home Page)

Do a simple test – you can Google pretty much anyone these days. if you cannot find this person on Google Search, high chance it is a fake !

Summary: It is plain stupidity to have Fake Testimonials. Assuming you have at-least 1 happy customer, all you need to do is setup a process so that you can reach out your happy customers on a regular basis. And make sure to provide all real details when you put them up online. 

If you have other suggestions or opinions, please do so by commenting. thanks

by Anupam Bonanthaya

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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

………………………………………………………………..

also see my other posts on how to get more returns with your testimonials

 

 

Other Related Articles

1. Fake testimonials come at a high price tag

2. Can you trust testimonials online?

3. 5 Tips for Knockout Testimonials