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When you joined Growth Marketing Pros, we promised you one thing: Weekly, curated tips that (actually) help you grow. So here they are. 🚀

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Provide case studies to increase willingness to pay

Source: Growth Bites

Social proof increases conversions, but we're becoming so accustomed to testimonials that they're having less of an impact. Boost willingness to pay by offering case studies.

ProfitWell found that full case studies increase willingness to pay by 10-20%, and even a mini-case study can give a boost of 6.74%. Compare that to testimonials, which increase willingness to pay by 4.39%. So consider offering case studies featuring specific problems that were solved by your product. You can display them on landing and/or your product pages, but it might be best to show the highlights and link to the full version instead of overwhelming visitors with text.
You could even combine a case study with its corresponding testimonial by adding its key findings and a link next to the quote.
Here's a good guide on how to write case studies, and here are a few helpful tips for the best results.

What's trending?

We are live on Product Hunt!

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We've recently launched a program on how to utilize the power of AI to launch your startup. Today we are launching the program on Product Hunt!

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Close the referral gap

Source: Demand Curve

If you run a referral program, you inevitably have customers who are willing to give a referral but don't actually do it. That's called the referral gap.

It can be a chasm: one study found that 83% of customers were willing to give a referral, and only 29% did.

Here's how you can close the gap and turn more of your customers into an autonomous sales team:

• Use the channel that drives the most last-click revenue for your referral requests. 
  If most of your last-click revenue comes from email, then send your referral request via email (don't try to get customers to share on Twitter). Last-click attribution signals the channel where your customers take decisive action—closing the referral gap requires turning inaction into action.

• Reduce friction by pre-writing any outreach messaging your customers will need. And avoid the sales copy. Write it as if you're prompting your best friend to check out a new product.

• Shorten the process to the bare minimum. In Gusto's program, customers share a referral link through social media or email within two clicks.

• Use heatmaps (like Hotjar) to see how customers engage with your referral program's landing page. Tweak messaging where they're getting stuck, focusing on clarity and program benefits. Give this page as much respect as your other pages.

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!

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