Online customer reviews and testimonials have tremendous influence over the purchasing decisions of other consumers. According to Pew Research Center, 82% of American adults say they at least sometimes read online customer ratings or reviews before first time purchases, including 40% who say they always or almost always do so.
The proverbial carrot dangling on a stick above an online marketer’s head is the ever-elusive conversion rate improvement.
We always need to raise our ratio; endlessly yearn to achieve the goal. And when we finally do, we increase the goal and need to improve even more.
Congratulations on launching your startup! You’re on your way to making millions, to negotiating that buy-out, to launching on NASDAQ…you get the idea.
Well, as you’ve probably already gathered, it’s not quite that easy.
Let’s take a look at the fundamentals. You’ve got everything in place: Your product works beautifully, your sales team is ready to roll, your website is beautifully designed and tells your story perfectly. Now, all you need to do is get some customers!
SEO is crucial to your business success. When done correctly, it increases traffic to your website (80% of traffic begins with a search query), improves brand awareness, and even helps your conversions. According to Marketing Charts, SEO drives the most leads for B2B businesses, on par with email marketing and ahead of paid search, social media, and display advertising.
If your website is attracting thousands of visitors a month but your conversions don’t reflect that, you probably have a bounce rate problem.
Imagine you’re on your phone or computer, and you’re trying to visit a website, but it’s taking forever to load. How long will you wait around to make it work before choosing another website to find the information you need? Most of us will only give a page a few seconds—three or less—to load before we “bounce” away.
Website engagement is a far more critical indicator of success than just the number of website visitors. That’s because a vast amount of traffic doesn’t mean much unless those visitors perform some type of action. It’s the same concept as having a brick-and-mortar store that everyone visits but no purchases are made.
As a modern business, you know the importance of a quality website, but do you know just how important it actually is? The reality is that 48% of people believe that a website’s design is the number one factor in determining your business’ credibility. That means that a poorly designed website won’t just be unhelpful; it will actually deter customers and prevent them from choosing you.
Marketing is expensive. In fact, The CMO Survey reports that approximately 11.4% of overall firm budgets are spent on marketing. So, what if you could manage to get a big chunk of your marketing for free? That’s where user-generated content (UGC) comes into play.
Let’s start off with a short multiple choice quiz:
Q: How do the most successful B2B companies attract new customers?
a: Through their websites
b: Through conventions/trade shows
c: Through word of mouth
The correct answer is a: Through their websites.
More than two-thirds (68%) of buyers said they frequently give credence to peer reviews and user-generated feedback, according to a DemandGen Report. So, it’s no wonder that many marketers use testimonials on their websites. The reason why is simple: testimonials are great for increasing conversions online and off. They do this in a few ways: