As a savvy marketer, you know what goes into selling a new product online – an awesome product, an outstanding sales pages, lots of traffic, and good conversion rates. Having the awesome product is probably the easiest part, while getting good conversion rates may be the hardest. So how can you convert prospects into loyal customers?
Proof. Social proof, that is.
One of the best ways to tell the story about your product or service is to demonstrate the benefits – show people that what you promise is what you deliver. When prospects know other people have used your product and read about the results, they’re more likely to click on that “buy now” button and make a purchase.
How do you convey social proof on your sales page?
Here are 5 ways to demonstrate how your product/service solves your prospects problems and makes their lives easier.
#1. Testimonials – the power of praise
I strongly believe in the power of praise that comes from your customers and satisfied clients — past and present. As ad man David Ogilvy said: “If you include a testimonial in your copy, you make it more credible. Readers find the endorsements of fellow consumers more persuasive than the puffery of anonymous copywriters.”
What types of testimonials should you use? Ones that illustrate how your customers successfully put your product/service to work for them. You want more than “it was good” or “I loved it.” Look for feedback that communicates results such as “Your service increased my income by xx dollars,” “Your product helped me lose xx number of pounds in just 2 weeks,” “I got rid of my back pain in xx number of days.”
For more details on how clients can praise your good graces with testimonials, click here.
#2. Case studies – showing before & after results
These are a form of a testimonial, but more detailed. A case study shows where a person or business was before the purchase, how they used the product, how long the results took, and what the results were.
People like the specifics and the “before and after” story paints a picture they can relate to.
#3. Videos – take prospects on a tour
Not only tell prospects about your product, take them on an inside peek with video. Statista.com reported that in 2020, U.S. adults spent 209 minutes (three hours and 29 minutes) per day watching TV video content, and 103 minutes (one hour and 43 minutes) per day watching digital video on devices. It’s no secret that videos are great marketing tools – continually growing in popularity. According to SearchEngineJournal.com YouTube receives more than 2 billion logged-in users per month and feeds over 1 billion hours of video each day to users.
A video demonstration of how to use your product shows prospects exactly what to expect. Give viewers 10 tips or 5 pointers that catch their attention and create desire. If your product is an e-book, you can show them the table of contents and a page here and there. You can also highlight and talk about any bonuses you may be offering.
#4. Flash your credentials
Are you a published author, been an expert in the field for over 10 years, been quoted in a newspaper or interviewed by other experts in your industry? Write about it on your sales page.
These credentials help you build credibility and paint a picture of you as an authority on your subject.
#5. Free trial period
Sometimes you can get the “tire-kickers” to buy if you get them behind the wheel for a test drive. If it makes sense for your product/service, consider offering a 14 or 30-day free trial and encourage prospects to try out what you have to offer.
Touch base with them during the trial period to see how they’re doing and answer their questions. Deliver good customer service and at the end of the trial period, a happy prospect may become your next loyal, paying customer.
To convert prospects into customers, take advantage of social proof on your next sales page. Or, if you already have one, go back and incorporate one or several of the above techniques and see what a difference it makes.
Are you offering your prospects social proof? If so, which tools do you use? If not, it’s time to implement one or all five of these techniques in your marketing.