No matter what industry you’re in, you probably have a love/hate relationship with reviews and review websites. They can make us glow with pride and satisfaction when they are complimentary. They can also make us frustrated and angry when the opposite is true.
It’s a fact of internet life that reviews are not going away. People want some help making decisions and they want to see others’ opinions about something before they spend their time and money on it. So, you’d better get used to the idea and figure out a way to use them that will help your business.
One idea is to publish reviews from trusted sources on your own site. See this recently published article at HotelMarketing.com about how one online travel business doubled their conversions using this tactic.
This is ideal for a multivariate testing campaign. I definitely like the idea of using testimonials to improve conversions but I think you need to test each testimonial independently to see which ones are the most effective. You can also test the number of testimonials, the font face, font size, font color, testimonial placement…the breadth and depth of things you can optimize on a landing page is amazing.
I can see how other people’s opinions sway other people towards the trend. It’s like the band wagon effect, wherein many people follow the most prevailing pattern. This is why reviews are important: it plays a big role in honing other people’s perceptions towards an issue, an idea, or a business.
really nice blog.
Internet Marketing