Using Testimonials to Increase Sales

 

Among the variety of techniques available to you as a marketer, there is one that is virtually guaranteed to increase your business…testimonials !

To clearly understand why testimonials are so powerful we must first look at the basic perceptions of our audience.

Here’s how "John Q. Customer" might describe his attitude:

"In addition to making me an enticing offer, you must prove to me that you are okay to do business with. You must eliminate any fear that I have about doing business with you. The basis of my fear is doubt and skepticism…two essential components for survival in today’s tough business marketplace.

I come by my fears honestly and from experience. I have been conned before. I have been lied to before. The quality of products and services that I have purchased in the past have not always lived up to the claims made for them.

Hardly a day passes that the nation’s press doesn’t reveal some major breech of ethics by business and political leaders. Dishonesty and misrepresentation are commonplace. So why, in the face of all this negative experience, should I believe your advertising claims? "

These are sobering conditions in which to operate. It’s easy to understand why customers temper their buying decision with caution. They don’t want to lose money and, more importantly, they don’t want to feel foolish. Eliminating this natural fear and skepticism is the job that testimonials do best. The reason is simple: If you say you are good, people ignore your self-serving back-patting. When others say you are good…it’s credible. This goes to the very heart of why testimonials are so powerful…they give us credibility and believability.

When you deliver a good compelling offer that is both credible and believable, your sales and profits will increase.

Types of Testimonials

There are four different types of testimonials. They are:

Customer: By far the strongest category of testimonial is the satisfied customer. In consumer offers a 30% increase in business is not unusual, and business-to-business offers often double or triple results through the use of good customer testimonials.

Celebrities: Celebrities are not as believable as customers. They are not credible because they are paid. I may not like the celebrity which could negatively affect my attitude towards your company or product. They generally increase awareness, but it may not be good awareness.

Experts: If you are selling artificial hearts, then a testimonial from Dr. Denton Cooley would probably boost business. Even though he might be paid, he is so credible that it would probably work. Your expert must be an expert in a relevant field.

Expert Organizations: A trade association, a magazine in your field, a chamber of commerce, a newsletter, etc. Expert organizations carry a lot of weight because people believe that their opinion cannot be bought.

What makes a good customer testimonial?

To maximize the selling power of testimonials, you should keep a few tips in mind:

Tip#1 – Be Specific

Testimonials phrased in specific terms pull more weight than more general statements. For example…

"I increased my companies profits by $78,350 last year using your advice!"

is a lot more effective than..

"I enjoy working with your company."

Tip#2 – Cite Complete Attributions

"Mr. John Jones, President SMITH MANUFACTURING Chicago, ILrather than

" J. Jones, Chicago"

The more complete the attribution the more believable the testimonial.

Tip#3 – Use Customer Terminology and Phrasing

Resist any temptation to rephrase you customers’ words. You’ll generally lower the believability factor.

Tip#4 – Use Photos of the Testimonial Writer

You will triple the believability and selling power if you print a photo along with the words. Photographs of the person using your product work best.

How To Collect Usable Testimonials…

Collecting usable testimonials should be an organized and on-going marketing function.

First…Read the in-coming mail carefully and keep a file of customer comments. Follow-up on those with potential and put them in usable form.

Second…Analyze your customer list and develop a sub-list of your top 10% of customers by sales volume and frequency of ordering. Carefully craft a letter to this select list "Asking for their help". Suggest to them what you are looking for in the way of comments and then let them provide you with the raw material. The important lesson here: You can’t sit casually back and hope for testimonials to come your way. You have to go out and get them.

The reward, however, is always worth the effort. The time you spend nurturing your testimonial program will result in increased sales and profits, an improved image, more sales leads, lower sales costs, shortened selling cycles, and improved cash flow.

Dump That Free Hit Counter And Start Tracking

 

Key Takeaways

• Free hit counters, while providing a rough estimate of site visitors, can be detrimental to a site’s image and do not provide comprehensive data.
• Successful websites, like Yahoo and Infoseek, do not display visible hit counters, indicating that this tool is not necessary for success.
• Tracking visitors’ actions on a website provides valuable insight into user behavior, allowing for necessary adjustments and improvements to increase visitor-to-sales ratios.
• CGI scripts, like AXS by Fluid Dynamics and Darryl Burgdorf’s WebLog, are recommended for detailed site tracking and can be implemented for free.

Dump That Free Hit Counter And Start Tracking

It seems that every other web site we visit has some sort of hit counter on the main page, supposedly telling us how many people have been there before us. This week we’re going to address this popular trend, explain why you don’t need one, and what you should be doing instead.

Most Internet marketers will normally implement a hit counter on their site for one or both of two reasons — to give them a rough estimate of the number of visitors, and/or to give visitors the impression that their site is popular and thus worthy of a good look.

Let’s consider the first reason. There is nothing wrong with wanting to know how many people have visited your web site, in fact it’s something that you really do need to know. But putting a visible hit counter on your home page is not the answer, especially not one of those free services.

For one thing, the free services require you to in some way promote their site. For another, they are normally slow and increase the time it takes for your pages to load. But most importantly, a hit counter doesn’t provide you with all of the information you need.

Just look at any of the top web sites on the Internet. We promise that you will not find a visible hit counter on any of them! That alone should tell you that the common hit counter is worthless. If a visible counter was worthwhile, don’t you think Yahoo or Infoseek would have one?

You just can’t win with a visible hit counter. If your site does not get many visitors, all it’s going to do is make sure that the visitors you do get know that they are not visiting a popular site. If anything, all this will do is discourage them from exploring your web site in detail.

On the other hand, maybe your site gets 50,000 visitors a day and you think that letting people know this via a hit counter is a good idea. Not really. If your web site gets lots of traffic it is because you are doing something right, and having a hit counter isn’t going to affect this.

Unfortunately, what normally happens is that the misguided Internet marketer will set up a visible hit counter on their home page and then artificially inflate their visitor count. This is done in the hopes that it will impress people, but it’s a terribly bad idea and does not work.

In the early days of the web it was “cool” to have a hit counter on your home page, but they are so commonplace these days that no one pays them any attention anyway. No matter what your reason for using a visible hit counter, we say dump it and start tracking!

Tracking Visitors’ Footsteps

While Yahoo and Infoseek don’t have visible counters on their pages, rest assured that they know your every move. No other advertising medium allows you to do the things the Internet does, and it amazes us that more marketers do not take advantage of serious site tracking.

Part of the problem seems to be that many Internet marketers are only concerned with promoting their web site and getting more people to visit. More visitors equals more sales right? Well yes that is true, but only if your web site leads visitors through the sales process.

Before you even begin promoting a web site, you should have in your mind the path that you want visitors to take through your site. Sales is a process. One step leads to the next, until finally the end result is hopefully that what was once just a prospect is now a customer.

Tracking your visitor’s footsteps throughout your web site is the best way to determine why they didn’t take the action that you wanted them to take. Who knows, maybe 80% of your visitors aren’t even making it past your introductory page? You’ll never know unless you track them.

Consider this another Internet marketing rule that is written in stone. If you’re not tracking your entire web site and tweaking it on a regular basis, you’re throwing money down the proverbial drain. From a profit standpoint, it is critical that you know the answers to questions like:

1. How do visitors find your site in the first place?
2. How many of them make it past the main page?
3. Which page of your site is the most popular?
4. How long does the average visitor stick around?
5. What is the average number of pages viewed?
6. What path do visitors take through your site?
7. What links do they use to leave your site?

If you don’t know the answers to these simple questions, here’s an easy way to increase your profits starting immediately. And the good news is that it may not cost you anything other than some time. We’re going to show you how to use free CGI scripts to ultimately increase sales!

While you don’t really need to learn anything technical to use the scripts we’re going to suggest, you do need to be able to run CGI scripts on your web server. If you have no idea what CGI scripts are, ask your ISP. If they say no, we strongly suggest that you find a new ISP.

If you haven’t realized it by now, we are a big fan of CGI scripts because they are what allows you to add interactivity to your web site. But CGI scripts can also help you do many other things, like track your visitors’ footsteps.

1. Go to http://www.cgi-resources.com
2. Click on “Programs and Scripts”
3. Click on “Perl”
4. Click on “Logging Accesses and Statistics”

You’ll be presented with no less than 30 CGI script packages which will help you gather valuable information about your visitors, and believe it or not, most of them are free! We looked at all of them, so we’ll save you the time and suggest the two we like best to help you get started.

One of the first scripts we tried, and still one of our favorites, is AXS by Fluid Dynamics. It’s one of the first scripts listed and you can’t miss it. You can download it for free, and with a minimal amount of effort you could be tracking your entire web site within the next few hours.

The direct URL to the AXS site is http://www.xav.com/scripts/axs Rather than going into detail about it here, we’ll let you discover it for yourself. It’s a great system and the only thing we don’t like about it is that it creates it’s own log files, and they get huge if your site is busy.

The alternative is to use something like Darryl Burgdorf’s WebLog. The direct URL to this great script is http://awsd.com/scripts/weblog. It does everything AXS does, but it runs off of your existing server logs which makes it easier to set up for most. It’s also more efficient.

Both AXS and WebLog will give you all of the information you could ever want about your visitors, and both display this information in a way that is easy for you to interpret using graphs, etc. We encourage you to download and set up one of these scripts to track your web site.

My Site Is Being Tracked, What Next?

The point of tracking your site is to act on the information you gather and use it to improve your web site’s effectiveness. If you discover that 80% of your visitors aren’t making it past your home page, or that the average person leaves within 2 minutes, you now have your work cut out for you.

The real value of tracking your visitor’s footsteps is that it will help you determine why they did not take the action that you wanted them to take. Once you see how most people navigate your web site, you can then make changes until the path they take is the one you want.

Spend some time implementing a good tracking system on your site, because if you can increase your visitor-to-sales ratio even just a few percentage points it will be more than worth your time. Remember, it doesn’t matter how many hits you get if your site doesn’t do its job.

Frequently Asked Questions (FAQs) about Hit Counter and Website Tracking

How does a hit counter work?

A hit counter works by tracking and displaying the number of visitors or hits a website receives. It is a simple piece of code embedded in the website’s HTML. Each time a user visits the site, the counter increases by one. This provides a real-time count of the number of visitors to the website.

Why is a hit counter important for my website?

A hit counter is a valuable tool for understanding your website’s traffic. It helps you know how many people are visiting your site, which can be useful for marketing and SEO purposes. It can also help you identify peak traffic times and understand the effectiveness of your promotional efforts.

How can I install a hit counter on my website?

Installing a hit counter is relatively straightforward. You need to choose a hit counter service, sign up, and then you’ll be provided with a piece of code. This code should be embedded in your website’s HTML, usually in the footer or header section. Once installed, the counter will start tracking your website’s visitors.

Are hit counters accurate?

While hit counters provide a general idea of your website’s traffic, they may not be 100% accurate. This is because they count every visit, including multiple visits from the same user. However, they still provide a useful gauge of your website’s popularity and traffic trends.

Can a hit counter slow down my website?

Generally, a hit counter should not significantly slow down your website. The code used is usually lightweight and designed to load quickly. However, if you notice a slowdown after installing a hit counter, you may want to consider a different service or check for other issues with your website.

Can I customize the look of my hit counter?

Yes, many hit counter services allow you to customize the appearance of your counter. You can often choose from different designs, colors, and fonts to match your website’s aesthetic.

Does a hit counter track individual users?

A hit counter typically tracks the number of visits to your website, not individual users. However, some services may offer more advanced tracking features, such as tracking unique visitors or providing demographic information.

Can I use a hit counter on multiple pages of my website?

Yes, you can use a hit counter on multiple pages of your website. Each page will have its own count, allowing you to see which pages are the most popular.

Is a hit counter the same as a website analytics tool?

While a hit counter provides basic information about your website’s traffic, it is not as comprehensive as a website analytics tool. Analytics tools provide more detailed data, such as user behavior, bounce rate, and conversion rate.

Are hit counters free?

Many hit counter services are free, but some may offer premium features for a fee. These could include ad-free counters, advanced analytics, or more customization options.

Copyright For The Webmaster

 

Intellectual property theft is a growing problem on the Internet. Anyone can right-click on an image, save it to their hard drive, and then use it on their web site. Anyone can copy and paste an article or review from your site, reproduce it, and claim authorship of it. This article serves as a basic introduction to copyright law, and what you can do to protect your work. 

 What Is Copyright?

Copyright is a form of law protecting an author from having his or her work reproduced without authorization. Please note that copyright law does not cover names, ideas and in some cases logos. It does apply to written works, images, music, and photographs.

When Is My Work Copyrighted?

For starters, all work, with the exceptions of the types listed above, is copyrighted from the moment you create it. You don’t have to put a copyright sign on your work, nor register it in order for it to be protected under copyright law. Nevertheless, doing both of those things will help your case if you ever have to take anyone to court. Here’s the text that you should put at the bottom of every page on your site:

The contents of this site are copyright (c) 1999, Your Name. All Rights Reserved.

Be sure to replace (c) with the copyright symbol, which in HTML is “©” – without the quotation marks.

Registering With The US Copyright Office

Since copyright law prohibits the reproduction of work “in part or in whole” you can register your entire site and all its images as a single work with the US Copyright Office, and you’ll be protected under copyright law. The price of registration is $30. You can find more information at: http://lcweb.loc.gov/copyright/

If you’re in Canada, like me, go to: http://strategis.ic.gc.ca/. You’ll find a wealth of information on that page regarding Canadian copyright law, and how it applies to the Internet.

What’s “Fair Use”?

Fair Use law allows you to reproduce a small part of someone else’s work. For example, it is legal to quote a paragraph or two from a book for a report. It would also be legal to take two or three sentences from this article, or one of my reviews, and use the quote on your site. Just remember, that the content has to be attributed to the creator. Take a look at how Sausage Software quotes reviews on their site. That is completely legal.

Can I Prevent My Text/Images From Being Taken?

There is absolutely nothing that you can do to prevent someone from taking an image from your site, from viewing your source-code, or from copying and pasting content from your site. There are JavaScripts out there that will disable right-clicking on images, but these and every other method can be very easily bypassed. However, there is a service out there that will “watermark” your images, and then constantly scan the web looking for sites with images that contain your watermark. You can find more information about this innovative product and service at DigiMarc.com.

How Do I Avoid Getting Into Trouble?

Either create all of your own content, or get permission to reproduce the work of others and give them credit for it on your site.

Ask permission before using ANYTHING on your site that you didn’t create. If you can’t contact the creator of it, or you don’t know who the creator is, don’t use it. It’s better to play it safe, than have your site shut down by your web hosting company, getting sued, and potentially being convicted of a Federal crime.

Be sure to note that taking someone else’s work, and making modifications to it, and then claiming ownership is also illegal. The changes would have to be very substantial, and even then, if it has a resemblance to another work, you’d have a hard time proving your case in court.

What Should I Do If My Work Gets Stolen?

Follow the steps below, in order, until your work is removed from the offending site:

1. Contact the site owner and ask nicely for the content to be removed. If you can’t find an email address on the site go to: http://www.networksolutions.com/cgi-bin/whois/whois and contact the administrative contact of the domain name. If after 24-72 hours the content isn’t removed, move on to step two.

2. Contact the web hosting company. Once again go to: http://www.networksolutions.com/cgi-bin/whois/whois/ and look up the domain name of the offending site. This time look at the technical contact. You’ll see an email address listed there similar to this: joeshmoe@webhostingcompany.com . You now know the hosting company of the site. Fire off an email to abuse@webhostingcompany.com, complaining about one of their customers, citing specific examples of how the content on one of their customers sites resembles yours. If the hosting company refuses to take action move on to step three.

3. Contact an intellectual property lawyer and pay him/her to send a letter via certified mail to both the web hosting company and the owner of the site explaining your position. This is as far as this will likely go. Most hosting companies will remove the offending site after receiving a letter from a lawyer. If not, move to step four.

4. Sue the hosting company and site owner.

The Disclaimer

I am not a lawyer. This article is not meant to replace the advice from a qualified intellectual property lawyer.

Frequently Asked Questions about Webmaster Copyright Issues

What is copyright infringement and how does it affect webmasters?

Copyright infringement is the use of works protected by copyright law without permission, infringing certain exclusive rights granted to the copyright holder, such as the right to reproduce, distribute, display, or perform the protected work. For webmasters, this could mean using copyrighted images, text, videos, or other content on their website without the necessary permissions. This could lead to legal consequences, including fines and penalties.

How can I protect my website content from copyright infringement?

There are several ways to protect your website content from copyright infringement. Firstly, clearly state on your website that your content is protected by copyright. You can also use a watermark or other visible mark on images and videos. Additionally, you can use digital rights management (DRM) tools to prevent unauthorized copying or sharing of your content. Lastly, regularly monitor your content online to ensure it’s not being used without your permission.

What should I do if I find my copyrighted content on another website?

If you find your copyrighted content on another website, you can send a cease and desist letter to the website owner or webmaster. If the content is not removed, you can file a DMCA (Digital Millennium Copyright Act) takedown notice with the website’s hosting provider. If all else fails, you may need to take legal action.

How can I find out who the webmaster of a website is?

You can find out who the webmaster of a website is by checking the website’s ‘Contact Us’ or ‘About Us’ page. If this information is not available, you can use a WHOIS lookup service to find the registered owner of the domain.

What is a DMCA takedown notice and how does it work?

A DMCA takedown notice is a legal request to remove copyrighted content from a website. It is sent to the website’s hosting provider or the webmaster of the website. The notice must include specific information, including a statement that the complaining party has a good faith belief that the use of the material is not authorized by the copyright owner.

Can I use copyrighted material on my website if I give credit to the original author?

Simply giving credit to the original author does not necessarily protect you from copyright infringement. You still need to obtain permission from the copyright owner to use their material on your website.

What is fair use and how does it apply to webmasters?

Fair use is a legal doctrine that allows limited use of copyrighted material without permission from the copyright owner. It applies to situations such as criticism, comment, news reporting, teaching, scholarship, and research. For webmasters, fair use might apply if they are using copyrighted material for one of these purposes, but it’s a complex area of law and it’s always best to seek legal advice.

How can I obtain permission to use copyrighted material on my website?

To obtain permission to use copyrighted material on your website, you need to contact the copyright owner directly. This could be the author, publisher, or other rights holder. You should clearly state how and why you want to use the material, and any agreement should be made in writing.

What are the penalties for copyright infringement?

Penalties for copyright infringement can be severe, including substantial fines and even imprisonment. The exact penalties can vary depending on the nature and extent of the infringement.

Can I copyright my website?

Yes, you can copyright your website. In fact, your website is automatically protected by copyright law as soon as it is published. However, registering your copyright can provide additional legal protection and make it easier to enforce your rights.