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”. Make sure you have full names and link to their LinkedIn, Twitter or website.
Be sure that the testimonial speaks to your prospects and their needs. Whenever you can, incorporate real facts and hard data, but stay away from round numbers. 23% may be more believable than 20%. Bold or italicize the important points.
Testimonials are better accepted when shown with a person’s picture. Adding a picture to the testimonials can boost the conversions, too. A few years back, Highrise tested adding a person to their page 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 when they’re spread out across your website, on 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. LKR Social Media increased their conversions 24.3% by 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. If you’re connected on LinkedIn you can request a recommendation there. 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, try to 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 how old they are, if they’re still relevant, you earned them! Don’t remove them, but put some fresher ones first.
Here are some examples of testimonial pages if you’re looking for some inspiration.
Let’s Talk 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 just 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.
OK, now it’s your turn. Ask for a testimonial or two today (and a referral for bonus points!).
Fun fact: 91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals.