One of the most important conversion factors is evidence or the so called “Proof Factors”.
All the proof that you can reveal boosts conversions. Many people will purchase based on the evidence that is presented to them. Proof Factors result in higher conversions.
What Effect Have Proof Factors In Your Conversions?
When visitors arrive at your landing page, they will either believe you or not based on the evidence presented to them. Either you resonate with them or not will influence them deciding to purchase from you.
Many factors will influence their decision including the Proof Factors presented to them. The more proof that you can show, the better conversion you will have.
What Can I Do To Improve My Conversion With Proof Factors?
If you are not experiencing the expected conversions these are two key elements to consider:
1. First check your copy writing to be relevant and structured to influence and pursue the sell.
2. Then examine your Proof Factors. Invest time to ensure that they are really relevant, clear and believable.
When a visitor is considering buying your product, they develop all kinds of concerns and questions; they become skeptical. Good and relevant evidence helps significantly to reduce their doubts.
The stronger the Proof Factors the most likely they will consider you. Subconsciously they will feel compelled to purchase your product when they see good evidence.
What Are The Strongest Proof Factors?
Reviews, for certain! Consider the last time you purchased anything on Amazon. You were probably looking social evidence and reviews of people sharing their experience.
If most reviews were positive then the chances of you buying that product increased significantly. Furthermore, if you need to select between two vendors offering exactly the same offer and the same price, most probably you will go for the vendor with the highest ranking and better reviews.
However, if the reviews are negative then you are probably going to avoid that vendor. Reviews are very strong Proof Factors!
Can I Manufacture Proof Factors?
A great approach to get reviews is asking your current customers for a video review. You may offer a bonus or discount of your next product in exchange for their time recording the testimonial. You may also offer your product for free in exchange for a review.
If you organize live events in your business, then you may ask for testimonials of participants directly at the event. During the vent they are excited about you and your products, and their testimonials may be much more enthusiastic and realistic creating even higher impact to those reviewing considering your product.
What Are Other Proof Factors?
Images, graphics, screenshots, endorsements, social proof, case research studies, graphs, charts, quotes, stats… all these are great evidence elements.
You may have seen sites with messages saying: “as seen on CNN” or “as seen on TV”. All these messages engage your customer and provide you or your product with authority.
Can I Leverage the Reputation of Others?
Another way to manufacture proof factors and improve your authority is by leveraging the authority of authorities in the industry, organizations or celebrities.
The use of the BBB is of great influence for many businesses. An interview with an expert who talks about your product is a strong proof. If your product is already in the market and you are promoting it, you may find celebrities talking about the product in social media or webpages.
In some cases you may send experts or celebrities a free sample of your product and ask them for a testimonial. You may also make them participant of the revenue and offer them a percentage of the earnings in exchange of helping you promoting your product or providing a testimonial. Plan for joint ventures.
When designing your offer and landing page ensure to include strong evidence. Proof Factors will have a critical positive effect in your conversions.