customer success marketing - best of our-customers & our-clients pages -

Best of Our-Customers (Our-Clients) Pages

How To Make Customer Success Marketing Work For

You ?

Anupam BonanthayaFounder @CustomerRivet

(Rivet.ly – The Social Proof Marketing Software)

My LinkedIn ProfileMy Blog

Introduction• Our-Customers (or Our Clients) page is where you would showcase

your Marque Customers and their Success on your website.• Today, Social Proof is a must-have in your company website from a

buyer’s perspective. • However, this very Our-Customers page is one of the most “under-

utilized” page for most businesses. • Therefore there is lot of scope here for making this work for you –

in terms of converting your visitors – to leads and customers – by providing credibility and proof to your marketing claims.

• In this presentation, we would be analyzing the Our-Customers page of some impressive companies looking for best practices.

Read Complete Article Here

5 Factors to Evaluate Our-Customers (and Our-Clients) Pages

1. Well Organized – Show Where to Start !▫ Make clear which is your featured customer or content.

2. Engaging – Make it Interesting !▫ The content needs to be engaging so that the visitors are inclined to continue, and

not close the page..

3. Compelling - Does it Convince to Convert ?▫ Make sure that the messaging in terms of benefits and value to the customer is

clear and it does stand out. Highlight the key takeaways.

4. Credibility – Does it sound Credible as a Social Proof?▫ There are many different kinds of social proof you could collect and show. And it

could be company generated or user generated (UGC).

5. Calls-To-Action (CTA) – What is the Next Step?▫ Make sure to connect them to your lead funnel via CTA (Calls To Action) buttons or

links.Read Complete Article Here

Example 1 – AirPushEvaluation1. Organized = 3/5 – There is a limited

set of assets, but it is well organized2. Engaging = 2/5 – There is

limited content. And the case studies could have been crisper. Interestingly, the PDF versions of the case studies are much better, but given that it is another click away, i am not sure if has been put to good use.

3. Compelling = 4/5 – The benefit metrics and the message is clear and therefore compelling.

4. Credibility = 3/5 - The brand names are very impressive. They also show some usage and reach statistics like total # of live campaigns, # of mobile apps, etc which is impressive.

5. Calls-To-Action (CTA) = 3/5 – The “View Case Studies” CTA on the home page does stand out, but the real one – ‘Create Account” within the case studies page is somewhere at the bottom of the page. Something worth testing.

Overall Score = 15/25 = 3.0


Example 2 – HirevueEvaluation1.Organized = 3/5 – Though there is a clear

focus on the featured stories, they are taking all the space and making the rest of the content inaccessible. Added to it the whole image is hyper-linked to the respective case study.

2.Engaging = 4/5 – There is a lot of content in the form of photos, videos, case studies, shout-out metrics, quotes, etc. making it more engaging.

3.Compelling = 4/5 – I liked the idea of providing the overall average benefit metrics – Improved quality of hire, Increased speed and productivity, Stronger engagement and satisfaction.

4.Credibility = 4/5 - The combination of the average benefit metrics with the case-studies/testimonials detailing it makes it a great combination.

5.Calls-To-Action (CTA) = 4/5 – There is a clear and prominent CTA – for taking the Live Demo



Example 3 – OnDeckEvaluation

1.Organized = 4/5 - It is organized well from a visitor perspective, but maybe the ones that link to 3rd party platforms should be lower down to reduce the risk of link leakage.2.Engaging = 4/5 – There is a variety of content making it interesting.3.Compelling = 4/5 – The benefit metrics and the message is clear and compelling4.Credibility = 5/5 – In addition to the testimonials, the addition of the reviews from the 3rd party platforms like Twitter, Facebook, Yelp and TrustPilot makes it very credible.5.Calls-To-Action (CTA) = 4/5



Example 4 – TapadEvaluation1. Organized = 5/5 - The section on the

home page gives a very good start. I love the way they have made an interesting mix of all the social proofs – Top X out of Y Companies Badges, Media Mentions like the Forbes Ranking, Frost & Sullivan Award, Endorsements from Influencers (like the one from Evidon CEO), Testimonials (like the one from Dell)

2. Engaging = 2/5 – There is not much details after the great summary.

3. Compelling = 3/5 – The benefit metrics and the message is fair but not outright compelling.

4. Credibility = 3/5 - Tapad is using “privacy” as their USP, and as a result there are no customer names. So from a credibility perspective, the proof points score low. They could have made up for it by displaying other social proofs that don’t involve naming a customer.

5. Calls-To-Action (CTA) = 1/5 – No clear CTA.


Example 5 – CollectiveBiasEvaluation1. Organized = 3/5 – The featured

testimonials and the featured case studies gives a good start.

2. Engaging = 2/5 – Given that CollectiveBias is a content platform, the social proof content showcased falls short in terms of the opportunity to engage.

3. Compelling = 3/5 – The metrics are good to give an idea of the reach of the content, but does not really provide a competitive edge. Not compelling enough to take that next step.

4. Credibility = 3/5 – Impressive names like Nestle and Disney make it sound credible.

5. Calls-To-Action (CTA) = 2/5 – the CTA that is visible is the “Subscribe” to the newsletter, which is probably not a very good use of the Customer Successes.

Overall Score = 13/25 =2.6


Example 6 – Google AdwordsEvaluation1. Organized = 3/5 - Google does

highlight some of its success stories in other pages, which is good. In the Success Stories page it has tried to organize it based on the customer persona

2. Engaging = 3/5 – The videos look interesting and good therefore making the small/medium business section more engaging than the Fortune 500 section. The case studies could have been much better.

3. Compelling = 3/5 – Given that it is Google and it has access to a lot of resources, the content could have been better in terms of showing the BEFORE-and-AFTER scenario.

4. Credibility = 3/5 – Many popular brands

5. Calls-To-Action (CTA) = 4/5 – The CTA of “Get Started Now” along with the 1-800 number is clear and stands out.



Example 7 – Twitter Evaluation1. Organized = 4/5 – All 3 pages are

organized well – The home page section, the success stories page, and the detailed story page.

2. Engaging = 5/5 – The content is made interesting by including tweets, testimonials, takeaway shout-outs, key success factors, photos and feature description.

3. Compelling = 5/5 – The Take-away shout-outs and the best practices do a good job of explaining the value proposition.

4. Credibility = 5/5 – The popular brands and the tweet embeds, along with all the detailing make it look credible.

5. Calls-To-Action (CTA) = 3/5 – the “start advertising” is kind-of lost at the top. this could have been placed better. Needs testing.



ConclusionNow if you are wondering why none of them got a 5 ?

The reason is because there is scope for doing a lot with your Our-Customers Page. What you saw above were some great ideas, but there is definitely lots more you could do. Write to me if you have some ideas to share ….

Anupam Bonanthaya is an Experienced Customer Success Marketer, Technologist, Entrepreneur, Founder & CEO of CustomerRivet Rivet.ly – Hosted Our-Customers Pages – Your Social Proof Hub

My LinkedIn ProfileMy Blog

customer success marketing - best of our-customers & our-clients pages -

Internet