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Proof: Inbound Marketing Website Essential Ingredients

Jul 20, 2016 9:00:00 AM

Proof: Inbound Marketing Website Essential Ingredients

This blog post is part of our "Essential Ingredient" series.  In this blog post, we will first focus on Customer Proof and then Social Proof. 

(Read the 1st post in the series: Inbound Marketing Website Essential Ingredients)

In today's market, customers like to be educated.  They want to know that they are spending their money wisely, they are making a good investment, and they are getting the best fit out there when it comes to a product or service they need. 

The internet is at their fingertips and it makes it easy for them to sift through the garbage, thanks to online reviews and ratings.

When it comes to your website, you want to provide prospects with so much evidence of success that they’re left thinking, “there’s no way this can’t work.”

Customer Proof: Case Studies & Testimonials

Case studies and testimonials provide visitors to your website proof that your company is credible and will provide a quality experience. You are essentially giving your prospect peace of mind that they are about to make a sound investment.

3 Things To Consider When Implementing Case Studies and Testimonials:

  1. Measurable Results
  2. Real People
  3. Examples

1. Measurable Results

The number one thing prospects are looking for when they view your case studies page is how you made a difference. Utilize numbers, charts, graphs, and pictures to display measurable results that are easy to understand.

Proof: Inbound Marketing Website Essential Ingredients


2. Real People

Basecamp revealed that including a large image of their customer next to a testimonial quote boosted their conversions by 102.5%. Your prospects feel reassured when they see real people experiencing positive results.


Proof: Inbound Marketing Website Essential Ingredients 

3. Examples

Provide links or examples of your work to your prospects. On the Outlet Website Design page you are able to view images of select websites we have completed; if you click on that image you are able to view more information about the website project and a link to the actual website.


Social Proof: How To Influence Prospects

Social proof is the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior. (Source: HubSpot)

According to Econsultancy, Product reviews are 12x more trusted than product descriptions from manufacturers. 

1. Social Sharing

It is important that you display your social sharing buttons on your website in a prominent place for all to see. Let your prospects know how many people have shared your content, retweeted, liked your page.

Social sharing buttons equipped with counters not only make for easy sharing, but the display of high share counts helps to establish credibility.


Proof: Inbound Marketing Website Essential Ingredients


2. Share Tweets on your website

Pulling tweets or retweets about your latest content to be featured on your website or blog serves as an effective way to highlight social proof while incentivizing people to share your content.

Think of it as encouraging a chain reaction. You feature a prospect's tweet on your blog or website - they get excited that they are featured - they share the feature with a friend - that friend decides to retweet the article as well and before your know it, you've got a hit on your hands.

Like an endorsement of sorts, featuring tweets in this way helps to assure readers that they’ve got their hands on a gem.


Bonus:Other Ways to Gain Trust On Your Landing Pages

1) Trust Seals

Trust seals are symbols that help reassure site visitors that their sensitive information is secure with the company they're giving it to. Here are a few that might be familiar to you:

Proof: Inbound Marketing Website Essential Ingredients

In theory, people feel better about filling out your forms with their information if you use a trust seal -- but that's not the case for every company. The best way to learn when to use a trust seal (or really any of the above social proof) is to run some A/B tests and see if adding trust seals increases conversion rate on your landing pages. Click here to learn more about using trust seals on your landing pages.

2) Privacy Policy

Sometimes, people are hesitant to convert on a landing page unless you spell out that you won't be distributing or sharing their information. One to two sentences regarding the collection and use of their information typically does the trick. You can also link to your privacy policy inside the form (but make sure the link opens up a new tab so they aren't directed away from the landing page). Like with trust seals, privacy policies are something you'll have to experiment with to see what works with your audience.

(Bonus Source: Hubspot Blog)

Your Turn

What other tips on using social proof do you have? Let us know in the comments!

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