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6 Things You Need to Know About CRO & Social Login

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Entrepreneurs are always trying to figure out how to engage their user more and boost their website’s conversion rate. One way to do that is through social sign-on, also referred to as social login or lazy sign-in. With social login, users can access your website using the social account IDs that they already have instead of setting up new login details for your website. And they don’t have to remember a new set of login credentials. Simply put, social login enhances a website’s user experience while allowing marketers to collect more accurate user data, including gender, age, interests, relationship status and a…

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6 Things You Need to Know About CRO & Social Login

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How To Turn Your Users Into Advocates




How To Turn Your Users Into Advocates

Nick Babich



(This article is kindly sponsored by Adobe.) As businesses become more consumer-oriented, competition grows fiercer. Thousands of companies worldwide are struggling each day to gain more market share and to win over new consumers. A significant number of companies concentrate only on acquiring new customers — they allocate enormous marketing budgets trying to strengthen their customer base. But acquiring new customers only becomes harder and more expensive. According to the 2017 Digital Advertising Report by Adobe, ad costs are seeing growth five times faster than US inflation rates.


Cost of advertising increase from 2014 to 2016 in the US.


Cost of advertising increase from 2014 to 2016 in the US. (Image source)

In an attempt to find new customers, companies often forget to think of ways to engage with existing users. However, acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one.

To succeed in the modern market, companies need to do more than produce an excellent product or provide reliable service: They need to turn their faithful users into advocates.

In this article, I’m going to discuss:

  • who are product advocates,
  • actionable ways to turn your customers into brand advocates,
  • what to consider when creating a strategy for advocacy.

Who Are Product Advocates?

Brand advocates are people who feel so positively about a brand that they want to recommend it to others. They’re often called volunteer marketers because they pass on positive word-of-mouth messages about the brand to other people (both offline and online). Advocates do it organically — money is not the primary reason why they promote a brand or product; they promote it because they truly believe in the brand.

Why Advocacy Is Great

Who sells your products or services? You might think it the sole responsibility of the sales and marketing team. Yes, for a long time, sales and marketing was the team responsible for product growth, but the situation has changed. Your customers have quickly become the most critical people to sell what you’re offering. More specifically, your customers have become keen advocates for your product or service. Advocates can be a key part of growing your customer base:

  • Organic promotion
    Brand advocacy is the modern form of traditional word-of-mouth marketing. And word of mouth about a product or service is one of the most powerful forms of advertising; when regular people recommend a product, their message carries more weight than a paid advertisement. According to a McKinsey study, word of mouth can generate more than double the sales of paid advertising.
  • Authentic reviews and testimonials
    Social proof plays a vital part in the process of product selection. Reading reviews and testimonials is the first step potential users make when researching a product; reviews and testimonials play a role in the wisdom of the crowd. And advocates can be excellent sources of reviews and testimonials. According to Google, 19% of brand advocates share their experiences online in their networks — twice as many as non-brand advocates.
  • Brand awareness
    Advocates use the power of social channels to amplify a brand’s exposure. As a result, they can reach out to people you might not have considered.
  • Valuable customer feedback loops
    Advocates can provide valuable customer insights. Their insights can help you formulate more focused, customer-centric product road maps.

Loyalty And Advocacy Are Not The Same Thing

Many people confuse loyalists and brand advocates. Brand loyalists and advocates aren’t the same groups of customers. Loyal customers are people who stay with your brand. For example, if you run an e-commerce store, loyal customers will be your return buyers. But they might not actively promote your brand to others (i.e. they might not be comfortable with sharing information about your brand publicly).

Advocates, on the other hand, are people who not only are loyal to your brand, but also proactively talk up and advocate for your company to their own networks. The word “proactive” is key here. Advocates invest in the success of your brand heavily. The goal is to turn brand loyalists into brand advocates.

Who Has The Potential To Become A Brand Advocate?

Your existing customers are the most apparent advocates for your brand. Let’s define the groups of existing users who likely to be interested in a brand advocacy program:

  • Promoters
    Promoters are people who participate in an NPS survey, a single-question survey that sounds like, “On a scale of 0 to 10, how likely are you to recommend us to your friends, family, or colleagues?”, and who answers 9 or 10.
  • Referrers
    These are existing customers who refer new users to your product.
  • Repeat visitors
    Repeat visitors are highly engaged and interested in the content you provide.
  • Social sharers
    These are people who share your content on social media on a regular basis.
  • Critics
    Critics leave feedback about your product or service.

However, your customers are not your only advocates. The best brand advocates are people who work with you: your employees. Communications marketing firm Edelman found that 52% of consumers view employees as very credible sources of information about a brand.

How To Encourage Advocacy

Getting customers to advocate for a brand is a lot different from getting them to buy products or services. Users don’t become advocates without reason. To acquire a brand ambassador, companies need to create the conditions that generate not only happy customers, but true customer advocates.

Don’t Try To Force It

Pushing people towards a particular type of action typically results in them doing the opposite. Don’t try to force advocacy; it should be completely natural.

Create A Delightful UX

Designing for the user experience has a lot more to it than making a product usable. It’s also important to generate a certain positive emotional effect while people are using a product. After all, user experience is about how users feel when they interact with a product. As humans, we establish some sort of an emotional connection with all of the products we use. It’s possible to establish a deeper connection with a product by adding elements that generate positive emotions at multiple points along that journey.


Pleasure is at the top of Aaron Walter’s pyramid of emotional design. Designers should have a goal to please their users and make them feel happy when they use the product.


Pleasure is at the top of Aaron Walter’s pyramid of emotional design. Designers should have a goal to please their users and make them feel happy when they use the product.

The reward for brands that connect with customers’ emotions in a positive way can be substantial. People love to talk about products that make them happy.

Duolingo is an excellent example of incorporating delight in UX. What makes Duolingo thrive is its smooth functionality wrapped in a friendly design with elements of gamification. Each lesson is presented as a challenge to the user. When users accomplish a task, Duolingo celebrates this progress with the users by rewarding them with a badge. By presenting the learning process as a challenge, the service creates a sense of development and accomplishment. The latter has a significant impact on delight.


Evoking a positive emotional response in users is key to creating a delightful UX. Duolingo transforms the task of learning a new language into an inviting experience. This motivates users to level up and achieve mastery in the discipline.


Evoking a positive emotional response in users is key to creating a delightful UX. Duolingo transforms the task of learning a new language into an inviting experience. This motivates users to level up and achieve mastery in the discipline.

Focus On Building Trust

Advocacy is always a risky business. When discussing a company, advocates are putting their reputation on the line. They know that if something goes wrong, people will blame them for it. But one thing can alleviate those fears: trust. The more they trust you, the more easily they will recommend your product.

Below are a few things that play a significant role in building trust.

Stand By What You Offer

Deliver what you promise, and promptly solve problems when something goes wrong. That’s the obvious starting point, but you’d be surprised at how many fail to execute well on this simple principle.

Casper, an e-commerce company that sells sleep products online, is an excellent example of a company that exemplifies trust. Ordering a mattress on the Internet isn’t a simple thing. A customer might try a product and find that it’s not good for them. The company understands this and offers an extended trial period (customers can test a product for 100 nights) and an incredibly lenient return policy. By making returns as simple as possible, Casper makes the process of ordering a mattress as comfortable as possible. Casper not only stands by its products, but also trusts its customers to be honest when requesting a refund.

Make It Easy To Reach You

When customers interact with a brand, they expect to have a dialog, not a monologue. They want you to listen to them and demonstrate that you care about them as individuals. This is especially important when users face problems. Users should be able to reach a company through whichever channel is most convenient to them at the time. Whether they prefer face-to-face communication, email, a phone call or a message in a social network, make sure you’re available by all those means.

Ask For Feedback

Asking users for feedback not only is one of the best ways to gain insight into your business, but is also a great way to build relationships. When you ask users for feedback, they understand that you actually care about them and want to make their experience better.

However, the way you ask for feedback plays a vital role in how users react to it. Generic surveys with questions like, “Are you happy with our service? Answer yes or no” won’t deliver many insights. You need to research users problems first, get to know what is bothering them, and only after that ask questions that your users will be happy to answer.


DigitalOcean makes users feel that their opinions carry weight.


DigitalOcean makes users feel that their opinions carry weight.

Encourage Your Customers To Talk About You

Despite the digital world constantly changing, one trend remains the same: When it comes to evaluating a new product or service, potential clients trust the advice and expertise of existing clients. To build trust, you need to encourage users to talk about you. Here are a few things to remember when asking users for a review:

  • Find the right time to ask for a review. The request for a review should be a natural part of the customer journey.

Booking.com makes asking for feedback a natural part of the user journey. When Booking.com users check out at a hotel, the service asks them to review their stay.


Booking.com makes asking for feedback a natural part of the user journey. When Booking.com users check out at a hotel, the service asks them to review their stay.

  • Focus on quality, not quantity. Stay away from reviews and testimonials that praise the product. “Amazing product, highly recommended” doesn’t say much to potential customers. Prioritize testimonials that have context and that tell a story. This testimonial from Amazon illustrates exactly what I mean:

Product reviews can act as social proof and encourage prospects to convert. The best reviews not only describe the pros and cons of a product, but tell a story of how the product benefits the user.


Product reviews can act as social proof and encourage prospects to convert. The best reviews not only describe the pros and cons of a product, but tell a story of how the product benefits the user.

Offer A Loyalty Program

A loyalty program is a tried-and-true technique to show users your gratitude. As mentioned above, loyalty and advocacy aren’t the same thing. Still, a loyalty program can be used to increase the number of brand advocates:

  • Beat negative experience.
    A loyalty program might come in handy when users face a problem and complain about it. Of course, it’s essential to respond to the user request and provide a solution to the problem as fast as you can. But once the issue has been resolved, you can offer the customer loyalty points as an apology. This might help you to win back frustrated users, and maybe they can even advocate for your brand.
  • Encourage social activity.
    Motivate users to participate in social activities. For example, reward users by awarding loyalty points every time they tweet or post to Facebook, write a review, or refer their friends.

Offer A Referral Program

Running a referral program is a great way to encourage existing users to share information about your business. A successful referral program can help you achieve two key goals:

  • acquire new customers,
  • turn existing customers into brand advocates.

Moreover, studies confirm that referred customers are more valuable than customers acquired by other methods; they tend to yield higher profit margins and stay longer (they have a 16% higher lifetime value than non-referred customers), resulting in an overall higher customer lifetime value.

The critical point with a referral strategy is to find out the right incentive to make users spread the word about your product. Dropbox’s referral program is possibly one of the most famous cases of referral marketing done right. The service grew 3900% in 15 months with a simple referral program. When existing Dropbox users referred Dropbox to someone and the person signed up, both got extra free space. Apparently, Dropbox’s tremendous rise is not all due to the referral program; the service provides an excellent user experience, and the team continually improves its product. But the referral program was a great accelerator of the process of promotion.


Dropbox offered a two-sides referral program. Both advocate and referrer are rewarded for completing the desired task.


Dropbox offered a two-sides referral program. Both advocate and referrer are rewarded for completing the desired task.

Uber is an excellent example of how a referral program baked into the service from day one can boost adoption. When Uber launched, it was quite a revolutionary service that brought the sharing economy to the transportation industry. People had to adapt to this new format of ridesharing — many potential users had doubts that stopped them from trying the new experience. The referral program was an excellent tool to alleviate fears. The incentive for participation in the program is straightforward: The service offers a free ride to both the referrer and the new rider upon a successful referral. A free ride is an excellent opportunity to get to know the service. This way, Uber gives new customers the perfect introduction to the service.


Uber’s referral program


Uber’s referral program

Both Dropbox and Uber integrated the referral program very naturally into the product experience. For Dropbox users, the referral program is presented as the final step of the onboarding process — at the point when users already know what benefits the product brings to them and when they’ll be most likely to participate in the program. As for Uber, the referral program has its own option in app’s main menu.

Personalize Customer Experiences

Personalization allows brands to build deeper connections with their customers. It feels great when a product offers an experience that feels tailored especially to us. A personalized experience is what often drives a customer to say, “This is the brand for me.”

It’s possible to make the experience more personal by gathering information on customers and using it to deliver more relevant content. For example, you could have an intuitive interface that adjusts exactly the way the user expects. Netflix is an excellent example of earning loyalty based on providing a personalized experience. The service offers content suggestions based on the user’s viewing history. Netflix also notifies users when new seasons of their favorite TV shows are released.


Netflix does a great job of personalizing its mobile push notifications.


Netflix does a great job of personalizing its mobile push notifications.

Leverage The Power Of Social Media

The power of word of mouth created by brand advocates is amplified through social media. In fact, if there’s one place your company should look for brand advocates, it’s on your social media channels. Today, 70% of Americans use social media channels to engage with friends, family and the people they know. Thus, it’s essential to practice social listening — listen to what your current customers and advocates are saying about your brand — and respond to their comments accordingly.

Choose The Social Networks Most Effective To Your Business

It’s extremely important to know where your audience lives on social media and where potential advocates could have the most influence.

Carefully Choose Content To Publish

Before posting anything on social media, ask yourself two simple questions, “Does it benefit our company?” and “Does it meet our audience’s needs?” Ideally, you should post content that both reflects your business’ goals and satisfies the needs of your target audience.

Respond To User Feedback

Recognizing and responding to positive feedback is particularly important over social media. Reward the people who stand out in your community. If you have a customer who wants to engage with you, engage with them. Give them as much love as they’re giving you.


Users giving positive feedback about your brand is by far the best brand promotion. MailChimp responds to positive customer feedback on Twitter.


Users giving positive feedback about your brand is by far the best brand promotion. MailChimp responds to positive customer feedback on Twitter.

Share User-Generated Content

One of the best ways to push customer advocacy is through user-generated content.

It’s great for brands because one piece of user-generated content can reach thousands of people within hours. And it’s great for users: Being mentioned or having content shared by a brand is really exciting for many consumers.

Airbnb is an excellent example of how user-generated content can be a vital part of a brand’s content. In the company’s Instagram account, Airbnb shares stunning photos captured by its customers. The photos include exotic locations, and this kind of content is highly attractive to prospective customers.


Sharing user content helps you get to that user’s audience. Airbnb uses such content to show off its users’ talents behind the camera.


Sharing user content helps you get to that user’s audience. Airbnb uses such content to show off its users’ talents behind the camera.

Solve User Problems

When users have a problem with a product, they often post questions or complaints on social networks in the hope of getting a quick response. It’s tremendously important to address every concern users have about your brand. By solving their problems, you clearly demonstrate that your brand is genuinely addressing customer concerns. Just imagine the effect when you resolve an issue on Twitter, Facebook or Instagram, and the happy user shares the whole conversation with their friends and family. The benefits will be priceless. Thus, the more you interact with people and solve their issues on social media, the more value you will provide to them, and the more they will like you.


MailChimp deals with user problems on Twitter.


MailChimp deals with user problems on Twitter.

Encourage Your Followers To Share Content

Social media are great places to run promotional campaigns. Next time you run a promotion, ask your followers to share special moments using the hash tag assigned to the campaign. Track the hash tag, and choose the most inspiring contributions. This type of sharing has three significant benefits:

  • It builds brand loyalty.
  • It brings a community together.
  • It helps you create great content relevant to your brand.

In Adobe XD’s promotional campaign on Twitter, designers share their work with Adobe XD using the hash tag #AdobeXDUIKit.


In Adobe XD’s promotional campaign on Twitter, designers share their work with Adobe XD using the hash tag #AdobeXDUIKit.

Provide Social Reward

Monitor your social media channels to identify people who are frequently mentioning your brand, and reward them with personal messages or gifts.


Reward users for connecting and interacting with your brand on social media. Starbucks sent a personalized, reusable Starbucks cup to one of its loyal customers to thank her for promoting Starbucks’ products in her Instagram posts.


Reward users for connecting and interacting with your brand on social media. Starbucks sent a personalized, reusable Starbucks cup to one of its loyal customers to thank her for promoting Starbucks’ products in her Instagram posts.

Make Social Engagement A Natural Part Of The User Journey

Encourage your users to share their achievements in the app on social media. Every once in a while, give users a shout out by sharing their posts on your page as well. Such encouragement can play a key role in making other people do the same. Just make sure the spotlight is on their accomplishments, not your product.

Runtastic (an app that tracks the number of kilometers a user runs every day) is a great example. The app encourages users to share their run with friends on social networks. Users love to share their progress with their network because it makes them look good.


Encourage your followers to share special moments. Runtastic encourages its users to share their accomplishments on social media.


Encourage your followers to share special moments. Runtastic encourages its users to share their accomplishments on social media.

Boost Employee Advocacy

Your employees can help you amplify the brand’s message. According to Weber Shandwick research, 30% of employees are deeply engaged and have a high potential to be employer advocates. Moreover, the leads generated by an employee through social networking convert 7 times more often than other leads.

Your employees know the product inside out; they are capable of providing support and answering detailed questions about the product. It’s possible to boost employee advocacy by following a few simple rules:

  • Train your employees on social sharing activities. Organize seminars to educate your employees on the importance of social sharing and how they can participate in this activity.
  • Incentivize participation in social activities. Provide benefits to frequent sharers and referrers, and acknowledge them in company events.
  • Practice co-creating content with your employees. Give your employees more opportunities to be involved with your brand by sharing their own messages that reinforce business goals.
  • Help them build their personal brand. When your employees gain enough credibility to market your company, the impact of promotion will be much higher.

Help Customers Reach Their Professional Goals

Every brand should help customers to become more experienced in what they do. One way to help your customers with their professional advancement is to provide educational opportunities. Today, many big companies are focused on creating content that will help their users. For example, Adobe offers a magnificent suite of products for designers, but it isn’t only the products that make the company recognizable; it’s the content it publishes. Adobe runs a blog that offers free in-depth educational content that helps thousands of designers create better products.


Hundreds of thousands of designers return to Adobe’s blog every month to learn more about design. Readers recognize and love the brand because the blog posts help them in what they do.


Hundreds of thousands of designers return to Adobe’s blog every month to learn more about design. Readers recognize and love the brand because the blog posts help them in what they do.

Create “Wow” Moments For Your Users

One of the most effective ways to make your users happy (and turn them into brand advocates) is to surprise them — for example, with an unexpected gift. A gift doesn’t mean something expensive. It could be as simple as a handwritten note. Most users would be delighted to receive such a gift because they understand that it takes time to write a personal message. Give your customers such a surprise and they’ll want to talk about it and about, more importantly, its sender.


In today’s world of digital communication, a handwritten note stands out. Sending thank-you notes is a fantastic, and very personal, way to surprise your customers.


In today’s world of digital communication, a handwritten note stands out. Sending thank-you notes is a fantastic, and very personal, way to surprise your customers. (Image source)

Things To Remember When Creating A Brand Advocacy Program

We’ve just reviewed a great list of methods to boost brand advocacy. But which methods should be applied in your case? Unfortunately, when it comes to creating a brand advocacy program, there’s no silver bullet that turns customers into enthusiastic advocates. Each company has its own unique set of requirements, and it’s impossible to provide a one-size-fits-all solution. But it is still possible to provide a few general recommendations on how to create an advocacy program.

Set A Goal

Without clear goals, your chances to engage advocates decrease significantly. Before you get started, know what you want to achieve from your advocate marketing program. What do you want advocates to do?

Choose advocacy goals that align with your overall business objectives. For example, if your top business goal is to increase conversions, then one of your top advocacy goals could be to get more high-quality referrals.

Here are a few common goals:

  • Higher brand engagement
    The number of comments, likes and mentions on your channels is a signifier of success.
  • Higher conversion rates
    Get more high-quality referrals that result in increased sales.
  • Better brand awareness
    By tracking keywords associated with your brand, you’ll know how often people mention your brand and in what context.

Quick tip: Use the S.M.A.R.T. goal-setting program to set the most effective goals possible. The goals you define should be specific, measurable, attainable, relevant and timely.

Measure The Outcome

When it comes to measuring the outcome of an advocacy program, many teams use NPS (Net Promoter Score) as a key metric. NPS is computed by asking users to answer, “How likely are you to recommend this product to a friend or relative? Rate it on a scale from 0 to 10.” The answers are then grouped into three categories:

  • Detractors: responses of 0 to 6, which indicate dissatisfaction.
  • Passives: responses of 7 or 8, which indicate moderate satisfaction.
  • Promoters: responses of 9 or 10, which indicate high satisfaction and a strong likelihood of recommendation.

The NPS is then calculated by subtracting the percentage of detractors from the percentage of promoters. The NPS can range from -100% (only detractors) to +100% (only promoters).


The Net Promoter Score (NPS) is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products to others.


The Net Promoter Score (NPS) is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products to others.

While NPS is an excellent base level for measuring customer satisfaction and loyalty, don’t use NPS as a key performance indicator. Jared Spool provides a few valid arguments on why NPS can be considered harmful to business. Figure out the more reliable and actionable ways to measure how customers feel about your brand and its offerings.

Also, when it comes to evaluating your advocacy program, focus on measuring retention, not conversion. Customer retention refers to a business’ ability to keep a customer over a specified period of time. Your retention rate can tell you a lot about your user base.

Here are three metrics that can help you measure it:

  • Customer retention rate
    The customer retention rate indicates what percentage of customers have stayed with you over a given period of time. While there’s no standard formula for calculating a customer retention rate, Jeff Haden shares a simple way to measure it. Customer retention rate = ((CE – CN) / CS)) x 100, where CE is the number of customers at the end of a period, CN is the number of new customers acquired during a period of time, and CS is the number of customers at the start of a period of time. A business with a low customer retention rate is like a bucket of water with holes in it.
  • Customer lifetime value
    The customer lifetime value is a projection of revenue a business can expect from a customer relationship. Knowing the lifetime value of a customer will help you determine how much money you can spend on customer acquisition; it also enables you to calculate your return on investment (ROI). A customer’s acquisition costs being higher than their lifetime value will often cause problems.

Customer lifetime value


Customer lifetime value (Image source)

  • Referral rate
    If a business runs a referral program, customer referrals are the ultimate proof of your advocacy program. Referral rate = number of coupons redeemed / number of coupons issued. If any user has a personal coupon they can share with friends and family, the formula can be even more straightforward: referral rate = number of coupons redeemed / total number of users.

Conclusion

Think of brand advocates as your new sales team. They have tremendous brand value, they drive awareness, and they are capable of persuading people to consider your product. By focusing your efforts on developing brand advocates, you will see an increase in your company’s growth.

This article is part of the UX design series sponsored by Adobe. Adobe XD tool is made for a fast and fluid UX design process, as it lets you go from idea to prototype faster. Design, prototype and share — all in one app. You can check out more inspiring projects created with Adobe XD on Behance, and also sign up for the Adobe experience design newsletter to stay updated and informed on the latest trends and insights for UX/UI design.

Smashing Editorial
(ms, al, il)


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How To Turn Your Users Into Advocates

Designing for Subscription: 6 UX Musts for Increasing Sign Ups

Your music is being streamed on all your devices with Apple Music and your favorite shows find a home at Netflix. Your physical store can accept payments via your Shopify subscription and now you can even get your basics like underwear or healthy food delivered to you through services like Stance and Graze respectively. Subscription services are not just the future of e-commerce anymore. They are very much the present. Subscription services are great for consumers as they get to experience much more content than they do with one-off purchases (think entire music libraries instead of a single album). They…

The post Designing for Subscription: 6 UX Musts for Increasing Sign Ups appeared first on The Daily Egg.

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Designing for Subscription: 6 UX Musts for Increasing Sign Ups

Monthly Web Development Update 11/2017: Browser News, KRACK and Vary Header Caching

Editor’s Note: Our dear friend Anselm Hannemann summarizes what happened in the web community in the past few weeks in one handy list, so that you can catch up on everything new and important. Enjoy!
Welcome back to our monthly reading list. Before we dive right into all the amazing content I stumbled upon — admittedly, this one is going to be quite a long update — I want to make a personal announcement.

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Monthly Web Development Update 11/2017: Browser News, KRACK and Vary Header Caching

Travel Marketers Have a Trust Problem

As a travel marketer or agency marketer servicing the travel industry, you have a tricky gig. You need to convince your prospects to spend thousands of dollars and precious vacation time.

Meanwhile, your prospects are increasingly wary of the legitimacy of your offers (thanks a lot, Fyre Fest).

Here’s to hoping your vacation is memorable, but not in a meme-worthy kind of way.

Your challenge then is to effectively convey trust on your travel landing pages. Doing so can help ease prospects’ conversion anxiety, resulting in more travel leads and sales for your business.

The importance of trust on your travel landing pages

We often talk about the importance of trust and credibility on your landing pages — this isn’t a new idea.

But for some industries, a lack of trust can have hugely detrimental effects on conversion rates.

In a recent analysis of 74,551,421 visitors to 64,284 lead generation landing pages created in the Unbounce platform, data scientists found that travel landing pages can realistically achieve conversion rates of at least 12%. Even more impressive is within the travel and tourism industry, the very best pages convert over 25% of their visitors (schwing!).

Notice the dramatic conversion rate difference between percentiles? If you’re part of that percentile getting 2.1% or lower conversion rates, your pages have lots of room for improvement. Image via the Unbounce Conversion Benchmark Report.

If you’re not hitting these benchmarks, it might be time to take a hard look at your marketing and ask yourself if you’ve done enough to make your prospects trust you.

And don’t worry if your answer is “No” or “I’m not sure.” We’ve compiled four data-backed ways to boost trust on your travel landing page. Use them as a jumping off point for your optimization efforts.

1. Bolster your copy with trust words

Using an Emotion Lexicon to analyze copy, Unbounce data scientists found evidence that visitors to travel landing pages have slight concerns about the legitimacy of the offers.

However, they also found that using at least 7% (and up to 10%) of your copy to establish trust could result in conversion rates that are up to 20% better.

Notice the uptick in conversion rate once trust-infused copy is used more liberally? Image via the Unbounce Conversion Benchmark Report.

Unbounce data scientists found that these are some of the words that impart trust on travel landing pages:

enjoy, perfect, secret, top, team, guide, save, personal, spa, food, planning, policy, provide, star, award, real, share, friendly, recommend, school

(Keep in mind, though, that these words were generated by an algorithm and should still be applied using common sense. Just adding the word “spa” to your page — especially if you don’t offer spa services — is not going to increase your conversions.)

The travel experts at Nordic Visitor do a great job of using trust words to build confidence on their Iceland site. It’s not a landing page per se, but the same principles apply.

“Team,” “planning,” “provide” and “personal” are all words found to positively convey trustworthiness. Adding these and other trust words to your copy could be the subconscious nudge your prospects need to convert.

Take stock of the trust words you’re using in your marketing, and particularly on your landing pages. If they’re looking a little sparse, test out using confidence-building words to describe destinations in detail.

2. Cut copy that brings up emotions of fear and anger

Just as trust words can drastically improve your conversion rates, words that subconsciously trigger fear or anger will have a negative impact on travel landing page conversion rates.

In fact, Unbounce data scientists found that if even 1% of page copy reminds your visitors of feelings of anger or fear, you could be seeing up to 25% lower conversion rates.

No one wants to be angry while on vacation. Image via the Unbounce Conversion Benchmark Report.

Words that may instill fear or anger in your prospects include:

limited, tree, money, hot, desert, endless, challenge, treat, fee, feeling, rail, stone, bear, buffet, bang, cash, cross, despair

So instead of…

“Feeling endless despair this Canadian winter? Warm yourself up with a limited-time-only vacation in the hot Mojave desert.”

Try…

“Escape the Canadian winter at a five-star award-winning vacation rental in sunny California.”

Get even more industry-specific emotion and sentiment copy suggestions

Download the Unbounce Conversion Benchmark Report to see how emotion and sentiment may be impacting conversion rates in your industry.
By entering your email you expressly consent to receive other resources to help you improve your conversion rates.

3. Leverage social proof to build visitor trust

Persuading your prospects to put their trust in you is tricky business, and it’s even trickier when it comes to travel, because they’re likely working with a tight budget and only a few weeks of precious vacation. They don’t want to take a leap of faith — they want a sure thing.

A proven strategy for easing prospect anxiety is to use social proof. It’s the “everybody’s doing it” mentality that helps convince your prospects to convert.

Testimonials

When you let your satisfied customers sing your praises, your credibility goes through the roof. Including testimonials on your travel landing page can have a positive impact on how trustworthy your prospects perceive you to be, but not all testimonials are created equal.

To best enhance your chance of conversion, heed the following testimonial commandments:

  • Be specific
  • Include a photo of the person
  • Avoid hyperbole (i.e., This pedicure literally saved my life!)
  • Choose testimonials that demonstrate the transformative effect of your product or service on the lives of your users

Nordic Visitor takes it one step further with a video testimonial from several happy customers:

Don’t tell your prospects how great you are, show them with real live, happy customers.

Reviews

Similar to testimonials, including reviews on your travel landing page can help convey trust to your prospects.

The luxury travel designers of Jacada Travel have embedded reviews from Trustpilot, a reputable online review community, directly into their landing page.

Awards

If you recall, the word “award” is associated with trust on travel landing pages. So if your company or client has won any reputable awards, be sure to flaunt ‘em.

Tour guide company Kensington Tours not only includes several trust seals on their travel landing page, they also mention in their Adwords ad that they’re a National Geographic award winner.

Highlight awards strategically to build confidence in your offers.

4. Security measures

Persuasive trust-infused copy and social proof are wonderful, but when you’re collecting travel leads and even money, you need to assure your prospects that their data and money is safe.

There are many ways to do this, but the two most impactful strategies are to enable SSL (Secure Sockets Layer) and to include trust seals.

SSL

SSL creates an encrypted link between your landing pages and your visitor’s browser. It’s identified by the little lock icon and the “https” (vs. http) in the top left-hand side of your browser search bar.

Enabling SSL on all your web properties (but especially on your lead gen and ecommerce landing pages) assures your visitors that they’re not at risk of being hacked.

Psst: SSL is available on all paid Unbounce plans. Don’t publish a landing page without it!

Trust seals

Trust seals help to reinforce the message that your landing page is secure. These can be obtained by whichever third-party security vendor handles your SSL certificate, and easily added to your travel landing page with a few lines of JavaScript.

Nordic Visitor nails it yet again with a trust seal from GeoTrust and a TripAdvisor Certificate of Excellence 2017, further reinforcing their credibility.

All aboard the Conversion Cruise

A lack of trust in any industry can hurt conversion rates, but in the travel industry the stakes are extra high.

Fortunately, this means the opportunities to improve your conversion rates are plenty. And if you nail the whole trust thing down, you could be seeing some of the highest conversion rates across any industry.

Leveraging a combo of effective copy, social proof and security measures, you can make your prospects forget about the stress associated with booking a vacation. Skip that trip to Poor Conversions-ville and instead put your feet up with a Mai Tai in hand on the Conversion Cruise.

For even more data-backed conversion insights in the travel industry, or for insights into industries such as health, finance, higher education and more, download the Unbounce Conversion Benchmark Report.

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Travel Marketers Have a Trust Problem

Apple’s WWDC 2017 Highlights For iOS Developers

Apple’s Worldwide Developer Conference (WWDC) has been running for 34 years, which is 6 years longer than The Simpsons. Like Netflix, Apple likes to drop a whole season at once. When it does, I devote that week and the following weekend to binge-watching as many videos as I can and trying out some of the new technology, especially as it relates to iOS.

From Apple's WWDC 2017 Highlights For Web Developers

In the past 10 years, a big portion of these conferences has been devoted to iOS. This is where we learned about the first iPhone SDK, notifications, share and today widgets, the iOS 7 redesign, iPad multitasking, and other iOS milestones. I was genuinely surprised with some of the announcements this year.

The post Apple’s WWDC 2017 Highlights For iOS Developers appeared first on Smashing Magazine.

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Apple’s WWDC 2017 Highlights For iOS Developers

Low-Hanging Fruits For Enhancing Mobile UX

(This is a sponsored post). Good UX is what separates successful apps from unsuccessful ones. Customers are won and lost every day because of good or bad user experience design. The most important thing to keep in mind when designing a mobile app is to make sure it is both useful and intuitive.
Obviously, if an app is not useful, it will have no practical value for the user, and no one will have any reason to use it.

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Low-Hanging Fruits For Enhancing Mobile UX

Web Development Reading List #178: On CAA, Pong.js, And Meaningful Work

Looking at recent discussions, I feel that more and more people are starting to think about ethically and morally correct work. Many of us keep asking themselves if their work is meaningful or if it matters at all. But in a well-functioning society, we need a variety of things to live a good life. The people writing novels that delight us are just as important as those who fight for our civil rights.

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Web Development Reading List #178: On CAA, Pong.js, And Meaningful Work

8 Overlay Examples to Inspire More Clicks, Sales & Signups [FREE LOOKBOOK]

Need some inspiration for your overlay design? No problem.

overlay-inspiration
Image source.

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Let me try that again.

Inspire more clicks, sales & signups with your overlays

Download our free Spring Overlay Lookbook, featuring 8 oh-so-beautiful, Unbounce-built overlays.


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8 Overlay Examples to Inspire More Clicks, Sales & Signups [FREE LOOKBOOK]

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Algorithm-Driven Design: How Artificial Intelligence Is Changing Design

I’ve been following the idea of algorithm-driven design for several years now and have collected some practical examples. The tools of the approach can help us to construct a UI, prepare assets and content, and personalize the user experience. The information, though, has always been scarce and hasn’t been systematic.
However, in 2016, the technological foundations of these tools became easily accessible, and the design community got interested in algorithms, neural networks and artificial intelligence (AI).

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Algorithm-Driven Design: How Artificial Intelligence Is Changing Design