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    Testimonials - the final jigsaw piece

     
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    Author Message
    Harvey Segal
    Site Admin


    Joined: 23 Mar 2004
    Posts: 3147

    PostPosted: Thu Jul 06, 2006 7:18 am    Post subject: Testimonials - the final jigsaw piece Reply with quote

    SUPERTIPS EZINE

    Issue 122: July 6, 2006
    Harvey Segal, Editor


    Hello SuperTips readers,

    Here's a tip which is destined to increase your
    conversion rate - it's just done it for me in a BIG way.

    It's a really obvious tip.

    It's so obvious that it was staring me in the face for a
    year before I realised it.

    How come ?

    Well nearly a year ago I published my latest free ebook
    The Ultimate SuperTip.

    Now one of my tips about a free book is that you should
    produce a 'sales' page as good as the one you might use
    for a paid book.

    Which for me means the use of good testimonials.

    But what do I mean by a good testimonial ?

    Well certainly not this

    ---------------------
    "Your book was great"
    Fred, USA
    ---------------------

    In fact the more testimonials I see like that the more
    inclined I am to click away.

    In my view there are two essentials.

    * The author must be identifiable, so he must have a
    proper website.

    * And his review must sound like he has really read the
    book - and ideally should show some originality.


    And so I have built up a set of good testimonials for
    The Ultimate SuperTip and over the year tweaked them
    over and over as regards layout, font, color,
    positioning etc.

    Then a week ago I was musing once again how to improve
    them further - and how could I make the authors sound
    even more believable.

    Answer ?

    I would add their photos.

    The result ?

    A big improvement in the appearance of the page and a
    marked increase in the conversion rate.

    See - I told you it was obvious.

    But here's a spin-off tip which may not be that obvious.

    When visitors download a free ebook they may not read
    it immediately and by the time they do they may have
    forgotten those testimonials or any of the enticing
    content that you added on your sales page.

    So how about putting some of that INSIDE the book.

    I have now added some of the best testimonials, with
    photos, at the precise points in the ebook where I want
    to influence the reader to take an appropriate action.

    You can see the 'sales' page and the book here

    http://www.supertips.com/ultimate.htm

    And if you read to the end of the book you'll see how
    that increase in conversion rate can be to YOUR benefit.


    Of course one question remains.

    Why don't I put my own mugshot up on my site ?

    Well I did say I wanted to increase conversions - not
    decrease them.



    Regards
    Harvey
    ------------------------------------------------------
    To subscribe:
    http://www.supertips.com/ezine/

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