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.”
Which testimonial format was most effective?

  1. No testimonials
  2. Text testimonials
  3. Video testimonials

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 craig@cdmginc.com.
Do you want a campaign that supercharges your response for your next campaign