Let Your Customers Do the Talking

Hat tip to Paige Kusmierz for sharing this.

Expedia is in the business of maximizing profits (you should be too). And the highest margin item one can sell is insurance. So Expedia pushes hard for it. But instead of just pushing it they show a real customer story to drive home their point:


Shoppers care way more about the opinion of Mary C from Gloucester than Expedia’s marketing machine. And Expedia knows this.

And the best part is Expedia can A/B/C/n test many travel insurance customer stories to discover the customer review that’s most persuasive.

Pitching Amazon

Many shoppers only trust Amazon. So it makes sense let your site visitors know you also sell on Amazon. But, leatherhoney.com advertises their Amazon availability right on their homepage:


The shopper is already on your site. So, does this strategy make sense to you? Am I missing something?

There are literally 8 references to Amazon on just their homepage (see listing):









In my view, if they really didn’t want to miss a single Amazon sale they should do 2 things:

1: Mention Amazon on product pages. No need for shoppers to see Amazon reference moment they land on site.

2: Show this popup message when shoppers click Amazon call-to-action:

We are a small family business and we’ve been creating leather care products right here in the US since 1968. If every American spent $64 on something made in America, it would create 200,000 new jobs.

We totally understand the convenience of buying from Amazon. If you buy from us you’ll pay the exact same price but we’ll get a little more. And we want to use that to create more American jobs.

                                [Proceed to Amazon] button               [Close] button

Geotargeted Reviews

For years I’ve been thinking about a test idea that combines these 2 facts–

1: Shoppers are more likely to convert when they can read reviews.

2: For a shopper in [Michigan] reading a review of another shopper who also happens to live in [Michigan] is a strong influencer.  Here [Michigan] can be any state.

And then, I discovered a page on easyclosets.com that does exactly that.  They show an interactive map of North America and you can click on any state and see reviews from that state.  Naturally shoppers from North Carolina will click on their home state.  Here is a screenshot of the idea–


And here’s the live page (you have to check it out!).