A consumer credit counseling service wanted to optimize its website subscription sign-up process.
A radical redesign tested the additions of prominent text and video testimonials to the buy process (Note: Navigational, copy, and graphic changes were also made, so it’s not a pure test.)
Video Testimonials: No Difference or All the Difference? (Credit: University of Nebraska)
The testimonials were placed in close proximity to the final stop in the order process, clicking “Submit.”
Test:
Which testimonial format was most effective?
- No testimonials
- Text testimonials
- Video testimonials
Results:
Both text and video testimonial usages helped raise conversions to their landing pages: one by 25% the other by 201%.
In the example above, it was a short video testimonial added to the webpage sidebar that upped the consumer credit counseling services’ conversion rate by 201%.
Why do you think the video pulled best? Email me your thoughts at [email protected].
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