Image via istockphoto
Written by Eric Gockel
If you already feature social proof, or customer testimonials, on your website, you know they can add creditability and help the sales process.
Real People. Real Stories.
Keep it real. Don’t just use generic quotes from someone named “Bob.” Instead, ensure you have full names and links to their LinkedIn, Twitter, or website.
Be sure that the testimonial speaks to your prospects and their needs. Incorporate real facts and hard data whenever you can, but stay away from round numbers. For example, 23% may be more believable than 20%. Bold or italicize the critical points.
Testimonials are better accepted when shown with a person’s picture. Adding an image to the testimonials can boost conversions, too. Highrise tested adding a person to their page a few years back and increased signups by 102%.
Just make sure you get consent before adding their photo.
Placement Is Key
You can collect all your testimonials on one page, but they’ll be even more effective across your website, key landing pages, and lead generation pages. It might be the thing that nudges the prospect to take the next step.
One VWO example highlights a lead generation form with a 50% increase in conversions after adding a testimonial above the form.
Another tactic is to try making your headline a testimonial. For example, LKR Social Media increased their conversions by 24.3%, appealing to a prospect’s fear of missing out (#FOMO).
How To Ask for Testimonials
“If a simple request like this seems difficult, uneasy, or stressful, then your approach is wrong.”
—Lorrie Thomas Ross
There are many ways you can approach this. For example, you can request a recommendation if you’re connected on LinkedIn. You can also email your customer after you’ve completed a project or deliverable and simply ask for a recommendation.
If you’re still stuck, here’s an email template to request a recommendation.
When posting these testimonials to your website, stick to one benefit per testimonial to keep them short and easier to read.
The Test of Time
One of our clients had asked about removing old testimonials from their website. Regardless of their age, if they’re still relevant, you earned them! So don’t remove them, but put some fresher ones first.
Try These
Here are some examples of testimonial pages if you want inspiration.
Leveraging Client Logos
If you don’t have any testimonials yet, display your client logos on your website. This tactic has been seen to increase conversion rates by over 400%.
Try putting the strip of logos just above your call to action or below the “fold.” Be sure to add a header above the logos so that it’s clear that they’re your clients.
To be on the safe side, you should get permission to use your clients’ logos on your website first, too.
Get Started
Harnessing the power of testimonials can significantly enhance credibility and conversions. By incorporating real stories, visuals, and strategic placement, businesses can build trust with prospects and encourage them to take the next step. Don’t forget to ask for testimonials and referrals, as customers are often willing to provide them when asked.
Fun fact: 91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals.