In 2021, venture capital investment in digital health companies experienced a remarkable surge, reaching over $57 billion—an 80% increase from the preceding year. This financial boost underscores the industry’s rapid growth and potential.
In a landscape where B2B buyers allocate a mere 17% of their customer journey to supplier interactions, with 27% dedicated to independent online research, companies must strategically capture limited attention spans. Furthermore, insights reveal that suppliers who facilitate the purchasing process with helpful content witness a 2.8% increase in the likelihood of smoother decision-making.
In this article, we explore three time-tested methods to validate your product’s ROI:
- Reinforce Claims with Social Proof
- Discover Precise Messages through Voice of Customer Data
- Craft a Promising Future with Outcomes-Based Copy
1. Reinforce Claims with Social Proof
In his book “Influence: The Psychology of Persuasion,” Robert Cialdini defines and illuminates the concept of social proof as follows: we gauge correctness based on others’ opinions and behaviors, leaning towards what is commonly practiced. This reliance on group behavior stems from our inclination to opt for safety in uncertain situations.
The impact of this phenomenon is heightened when we identify with those who exhibit the behavior. For instance, prospects are notably swayed by similar individuals; product managers trust the insights of fellow product managers.
Social proof wields such influence that it is fundamental for driving conversions and showcasing your product’s ROI. Devoid of it, promises lack substantiation, remaining unsupported assertions.
Testimonials
Effective testimonials offer context and specificity. While featuring a customer quote is simple, aligning the content closely with the subject matter yields greater impact. The potency escalates when the quote highlights a measurable outcome.
Apollo LIMS strategically displays client and industry expert testimonials across its website, with each page featuring clear endorsements. These testimonials often elucidate the advantages and primary motives for deploying Apollo LIMS in various laboratory settings.
Case Studies
While testimonials offer immediate validation, prospects often seek a behind-the-scenes understanding. This necessitates comprehensive case studies backed by tangible data, showcasing favorable outcomes.
At Ratio, we prioritize case study results as they directly address what people are keen to learn and are pivotal in persuading them to invest in your product.
SureTest took a step beyond a written case study by involving a software partner and a customer in an audio case study released before a HIMSS event. This initiative increased online lead conversions, amplified booth traffic, and enhanced event attendance.
Reviews
Reviews wield significant influence, with 93% of potential buyers reading them and 84% trusting them as much as personal recommendations. Notably, 68% form opinions based on just one to six reviews. While your site benefits from reviews, platforms like G2 and Trustpilot amplify their impact. NextGen and WebPT rival giants like Epic and Cerner due to solid user ratings.
Advocates
Unsolicited praise holds remarkable persuasive power. When customers genuinely love your product, they willingly share their satisfaction online. While stimulating this behavior can be tricky, it’s crucial to seize and spotlight these instances of genuine appreciation.
Airtable stands out as exceptional software, cultivating a strong fan base. When advocates endorse it, their support significantly bolsters the credibility of Airtable as a worthwhile purchase.
Trust Icons
Trust icons serve as modern endorsement emblems.
A quintessential example is the Better Business Bureau rating. In the current landscape, logos denoting reputable clients and third-party accolades function as concise yet impactful indicators of product excellence.
SE Ranking goes the extra mile by seamlessly integrating data (another form of social proof) with accolades from respected platforms like G2 Crowd, Capterra, and Finances Online. Notably, these elements are strategically positioned adjacent to the free trial button.
2. Discover Precise Messages through Voice of Customer Data
UX designer and marketer bias can hinder campaign effectiveness, causing a rift between our messaging and customer concerns. Thankfully, voice of customer (VoC) data acts as a remedy. This qualitative information, obtained through surveys, interviews, and interactions, reveals customer challenges and ROI considerations.
The value is clear: understanding your audience’s genuine challenges and ROI priorities and aligning these insights with your product offerings.
Quickbooks understands its audience. The phrase “shockingly easy to use” resonates as a key benefit, prominently positioned and linked to customer experiences at the top of their page.
VoC also guides your messaging hierarchy, determining the sequence of messages on a page. The order of the following content on the Quickbooks homepage is determined by its frequency in customer data. VoC data is a methodical way to align your product’s ROI with customer priorities. Without it, you’re simply speculating.
3. Craft a Promising Future with Outcomes-Based Copy
Ultimately, the efficacy of your messaging lies in how well people grasp and trust your product’s ROI. Frequently, it’s the on-page copy that wields the greatest influence.
Now, how to best convey the transformative gains of your solution? Among copywriters, the features versus benefits debate often arise.
However, this debate overlooks the crux. The most impactful copy centers on outcomes, spotlighting the shifts your prospects can anticipate or the ideal results they aspire to attain.
Mixpanel excels in outcomes-based copywriting. The highlighted outcomes are not far-fetched or implausible; instead, they are attainable and promptly applicable. It’s effortless to grasp how Mixpanel’s system can genuinely lead to these achievements.
Undertake a content and copy audit encompassing the following steps:
Step 1: Evaluate the potency of your social proof. Are testimonials and case studies persuasive? Do case studies delve into how your product yields value?
Step 2: Engage in voice of customer research. This vital messaging component is often overlooked, yet crucial for customer acquisition.
Step 3: Once your messaging is defined, ensure its compelling presentation. All copy, especially landing pages and web content, must either reinforce or directly express the outcomes your product achieves.
