NeoTest is a UK-based software company that provides robust project management solutions and documentation collaboration tools to all types and sizes of organisations. Owing to its level of operations, NeoTest constantly needs to be upon its A-game to drive as many conversions as possible.

In order to build a good brand reputation, the company had put up a customer review section (as a social proof marketing strategy) next to the demo request form on the lead generation webpage on their website. They soon realised that customer testimonial logos were overshadowing the form, further distracting visitors from filling it.

They have asked you to advise them on the following:

How to retain and improve the social proof through customer testimonials feature in order to boost credibility, convey relevance, answer questions, and counter objections, whilst at the same time increase their leads through their testimonials page. They also need to measure success of any proposed improvements in order to evaluate how effective any changes would be.

What advice will you give them? Justify your answers. (30 marks)