Testimonials are great. I don’t have anything against em’…
But often, folks default to adding testimonials as a way to grease the ol’ conversion slide, but stop there.
That’s like replacing ONE tire on a car with four bald, worn out tires.
Let’s assume you already have a couple of great testimonials on your site.
You can take it a step further by increasing the OFFER RELEVANCY and SAFETY of your product.
Offer Relevancy is how well you position your product to show how it (your product) solves the pain your prospect has.
Your Offer Relevancy can be low, for instance:
We help you create a dominant online presence for your business.
Who do you help?
What is “dominant online presence”?
For this offer, the dial on “relevancy” is turned all the way down.
Let’s take this same offer and dial it up a bit and make it more relevant:
We help bootstrapped SaaS companies get more glowing 5-star reviews on Capterra and G2 Crowd.
Who do you help? Bootstrapped SaaS companies
What do you help them do? Get more 5-star glowing reviews on Capterra and G2 Crowd.
Now we’ve got a relevant offer.
Could we make this offer more relevant?
Sure, we could add: bootstrapped “B2C” companies.
Boom. Even more relevant.
When your offer is relevant to the pain your market has, you’ll see conversions soar.
Next, try dialing up the SAFETY of your offer.
How much risk is there to try out your product?
There are a few different “risks” you have to be aware of:
- Time Risk
- Money Risk
- Reputation Risk
What is the biggest risk your user is concerned about?
If it’s time, find a way to reduce the time risk.
That could be something as simple as adding: "Takes 10 minutes to get setup."
If it’s a money risk, try adding a money back guarantee.
Book Like A Boss (full disclosure, they are a client of mine) has a kick butt risk free offer: "Try it for 30 days and if you’re not happy we’ll refund every penny."
Could you increase the Safety dial higher?
Sure, they could try: "Try it for 30 days, and if you’re not happy we’ll refund every penny PLUS an extra $5 Amazon gift card."
Look at how “safe” your offer is... where is the risk?
How can you make it LESS of a risk for your user?
Take your average trial offer: “Try free for 15 days.”
Let’s turn up the safety dial a bit: “Try free for 15 days; No CC required, 15-minute setup.”
If you’ve got an offer and you’re stuck on how to increase your OR or Safety, post it in a comment, and you and I can brainstorm some ideas for how to improve it, cool?