• MarketingSherpa, Friday, September 12, 2008 3:16 PM

MarketingSherpa's latest case study goes a bit beyond search to show how one Web site owner used testimonials and targeted media coverage to boost conversions. After all, getting visitors to your page is one thing. Getting them to sign up, subscribe or make a purchase is another. And for the TheFamilyPost.com, snagging conversions in the crowded photo-sharing and scrapbooking market was key.

The Web site first targeted non-techie publications and media outlets to get the word out to its audience--30- to 50-year-old women who weren't particularly tech-savvy--and followed up by snagging endorsements from well-known brands like Adobe and Dell. Then, they gave testimonials prominent placement. "They labeled testimonials with a customer's first name and last initial, home city, and details about their subscription," the Sherpa team says.

TheFamilyPost.com displayed the reviews in an automatic, scrolling section of the homepage, and in the headers of subpages, exposing visitors to the testimonials wherever they were. As a result, free-trial conversions increased nearly 20%. The company also dated the reviews, and added new ones each week, keeping the content fresh. Together, the combination of integrated media coverage and highlighted testimonials helped the team increase subscribers by 304% in one year.

Read the whole story at MarketingSherpa »