Internet Marketing Pakistan

Getting higher conversion rates from marketing campaigns is a continuous challenge. Conversion tuning requires meticulous tracking of what is working and discarding of what is not working. Two of the most important factors for higher conversions are Trust Symbols and Social Proof.

I like to learn from the offline world and implement in the online world. Shell is the world’s largest fuel and lubricant retailing company. Shell is running an “I Trust Shell” campaign in Pakistan these days and they are using celebrity figures to give them a big vote of confidence.

Use of Social Proof in the “I Trust Shell” Campaign

Social Proof is used in marketing campaigns to assure prospective buyers that they are not the first people to trust the seller. Some choose to use celebrities in their campaigns like Shell has done in this case study, and others choose to use testimonials from real customers.

Points: Zero

Shell has chosen a mix of old and new celebrities to provide social proof for their brand. Celebrity endorsement of mainstream products is all but dead in the modern world. Most marketing campaigns tend to profile their target markets and use similar models in their advertisements.

No offense to Nadia, I don’t think she has ever had to make the choice of lubricant for her car. I can’t say that for the rest of celebrities used: Adnan, Azfar, Babrik, Emad, Jamal, Misbah and Samina.

I would have felt more comfortable if Shell had chosen to use people who make these decisions for their livelihoods. For eg. professional drivers, car mechanics, and engine oil change shop owners. If these people choose shell for their customers and keep on getting repeat business, then they must be doing the right thing. What better social proof can you ask for?

Use of Trust Symbols in “I Trust Shell” Campaign

Trust symbols are used in ad campaigns and online landing pages to convey authority and trust of established brands, supervising organizations etc. For example, I would use a Verisign logo every time I develop an ecommerce site. If my visitors see the Verisign logo, they will subliminally trust my intentions and give me their credit card numbers and business.

Points: Two

Red over Yellow is a great combo, and I know it is the official Shell theme, but the “Quality” trust symbol chosen by Shell is not doing what it was meant to do. Red is also the sign of danger, and when I see danger I say no. So, by putting the word “Quality” with a red symbol does not really work as a trust symbol.

Actually the blue symbol with a liquid drop is used for assuring trust of “Quantity”. Have a look and you will agree with me that it gives an image of purity more than quantity. Perhaps this would have been a better symbol for “Quality”. Shell seems to have missed a trick here.

The universal yellow smiley face is well recognized and about the only trust symbol I found that worked with me.

Conclusion

Higher conversion rates can be achieved on your landing pages or through old school advertisement if the proper Social Proof and Trust Symbols are used.

Ok, now your turn. What offline or online examples of Social Proof and Trust Symbols can you find that work and some that do not? Your feedback is always welcome and most of all, please take action.