Where to put your testimonials to maximize their effect
I've played around quite a bit in choosing where to place benefit-driven testimonials to maximize their persuasiveness and credibility-building effects.
I'm not a fan of putting them in a line-up after revealing The Offer. I think it's weak and expected. Assuming you have great testimonials that tell prospects what they could ideally achieve or experience by pressing the buy button, lead in with them. Why? Because it immediately softens their skepticism and objections - while priming them to feel more receptive to your sales pitch (i.e. your earned believability.)
In fact...
I've found that putting testimonials in a slickly-produced video format (with professional voiceovers) have achieved fantastic results in numerous markets (dating, financial and health.) And even if you don't do voiceovers, having some background music that matches the tone of your testimonials as they cycle through the video presentation is incredibly effective - to the tune of 5 - 7% conversions for my clients who have run with the concept (after only getting about 0 - 3% with the same traffic.)
No, you don't need to have a complete, fleshed out VSL to execute this idea. However, testimonials are a great lead-in to a VSL presentation. Again, I've had tremendous results using this approach.
Also...
Using testimonials in-place of your sub-headlines can also have a profound effect on your overall conversions and pitch-flow. Choose ones that lead into the benefits, stories or circumstances you want to talk about next to keep prospects attuned to what they can receive when they buy.
Lastly...
Believe it or not, I've also used powerful, benefit-driven testimonials in my P.S - IF I find one that drives home my main marketing message. It's a great way to overcome any naysaying thoughts your prospects still might have lingering in their heads.
But they have to be benefit-driven reviews. In other words, only use testimonials that tell prospects what they can expect to achieve or experience as buyers. Stay away from using those worthless, "I loved it" type testimonials that just take up space and accomplish precisely nothing. Use testimonials that have specific results or hard numbers.
Hope that helps.
Mark
I'm not a fan of putting them in a line-up after revealing The Offer. I think it's weak and expected. Assuming you have great testimonials that tell prospects what they could ideally achieve or experience by pressing the buy button, lead in with them. Why? Because it immediately softens their skepticism and objections - while priming them to feel more receptive to your sales pitch (i.e. your earned believability.)
In fact...
I've found that putting testimonials in a slickly-produced video format (with professional voiceovers) have achieved fantastic results in numerous markets (dating, financial and health.) And even if you don't do voiceovers, having some background music that matches the tone of your testimonials as they cycle through the video presentation is incredibly effective - to the tune of 5 - 7% conversions for my clients who have run with the concept (after only getting about 0 - 3% with the same traffic.)
No, you don't need to have a complete, fleshed out VSL to execute this idea. However, testimonials are a great lead-in to a VSL presentation. Again, I've had tremendous results using this approach.
Also...
Using testimonials in-place of your sub-headlines can also have a profound effect on your overall conversions and pitch-flow. Choose ones that lead into the benefits, stories or circumstances you want to talk about next to keep prospects attuned to what they can receive when they buy.
Lastly...
Believe it or not, I've also used powerful, benefit-driven testimonials in my P.S - IF I find one that drives home my main marketing message. It's a great way to overcome any naysaying thoughts your prospects still might have lingering in their heads.
But they have to be benefit-driven reviews. In other words, only use testimonials that tell prospects what they can expect to achieve or experience as buyers. Stay away from using those worthless, "I loved it" type testimonials that just take up space and accomplish precisely nothing. Use testimonials that have specific results or hard numbers.
Hope that helps.
Mark