January 22, 2014
Are you getting the most out of your video testimonials? If you want to improve your video testimonial conversion rate it might be time to take a look at video placement.
Sometimes we grow complacent with our successes and end up going too long before we re-evaluate our strategy. Asking for and receiving testimonials is a great start to a new marketing strategy. But where are you going to put them? Placement is a huge deal. Content that fits on one area of your site might not do as well in another.
Let’s take a look at how to evaluate and get the most out of your video testimonials.
Q: What subject matter will do well here?
A: Your homepage should serve as an introduction to who you are and what you do. It’ll be the first look prospective clients will get and we all know how important first impressions are. It can mean the difference between wanting to see more of you and clicking elsewhere.
Keep it simple. You’ll want a clean, uncluttered design where your video can take center stage and speak for itself. Do you have a testimonial on your homepage? If so, what is it discussing? This isn’t the place for an in-depth product demo. Like we said, it’s an intro. Video testimonials that are featured on the homepage should stick to an overview of what you have to offer prospective clients. Save the more complex stuff for other pages!
Showing off your product
Q: How do I effectively showcase the product?
A: What’s the likelihood that you’ll buy a product if you don’t know how it works? Not likely, right? Use testimonials to get an inside look at the product; what problem does it solve? How does it work? Addressing these questions can cut down on the number of returns and overall dissatisfaction. Having a solid understanding of what you can do for them makes it more likely that they’ll stick around and consider investing in your brand.
Video that features satisfied clients discussing your product are great at inspiring trust. The connection between consumers is a vital one. It can mean the difference between working with you or tuning in to what your competitors are doing.
Q: How do I ease anxiety that consumers experience when entering personal information and making purchasing decisions?
A: Entering personal information and making purchasing decisions are both anxiety inducing for consumers. This is a point where they’ll startle easily and click away if they aren’t put at ease. It’s up to you to provide testimonials that will keep them on track by reducing anxiety.
Let testimonials do some bragging on your behalf. If it was as easy as you doing the work to talk up your brand’s best qualities, marketing would be a breeze! But it isn’t. Consumers rely on the opinions of others to make sure they’re making a wise investment. Provide the reassurance and watch out for a higher number of conversions.