During our most recent Web clinic – “Converting PPC Traffic: How strategic keyword placement increased conversion by 144%” – we received questions from the audience that we didn’t have time to address during the presentation. So, let’s take a look at them now …
If you have a new product, you can’t make those kinds of claims – then what do you recommend we do? – RD
I believe RD’s question is in response to two discoveries we often teach.
One, specificity converts. “In marketing there should be no such thing as a general message,” said Flint McGlaughlin, Managing Director, MECLABS. “The marketer communicates with an aim. This aim should dictate everything else we say. This aim should influence, even constrain, every word we say.”
Second, third-party credibility indicators can help you achieve that specificity. A nice example, from this blog post about homepage optimization, is “2 million success stories and counting,” with logos of satisfied customers.
This is a significant challenge for a new product. So, here are some ideas to get you thinking:
- If it is a new product from an established company, you can test third-party credibility indicators for other products your company creates.For example, when we launched Optimization Summit a few years ago, we used testimonials about other MECLABS events. If we did not have other MECLABS events, perhaps we would have used testimonials of other types of MECLABS comment, for example, a MarketingExperiments Web clinic. After all, if your company creates a similar product of high quality, it is a fair comparison the new product will be of high quality as well.
- If it is a new product from a new company, you can test third-party credibility indicators based on the experience of the company founders or employees.
For example, let’s say your product is software. “The team behind software X has produced 37 programs rated five-stars by CREDIBLE SOURCE HERE” might be a worthwhile message to test on your landing page.
Overall, these are short-term solutions. You want to put systems in place to garner third-party credibility indicators with as much specific information as possible. If you’re not sure where to begin, this MarketingSherpa case study about how a bathroom supply e-commerce site used a sweepstakes to encourage customers to submit product reviews might be helpful to you.