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Testimonials
Landing Page lessons related to the customer testimonials. When you are further with your optimization, kick off the Landing Page Testimonial Checklist.
#01 - Conversion Tips, Decluttering Tips

Utilize customer testimonials

Hot Tip #01 is to utilize your customer testimonials by highlighting features and answering doubts.

So often I see Landing Pages packed with testimonials providing very little value to the visitor. Let’s compare two testimonials. The first is by a customer, Gavin Jenkins:

"I’m a huge fan of the brand, so I’m glad I could finally sample their product."– Gavin Jenkins

Note how Gavin’s testimonial is generic, offering superficial information to the potential customer reading it. This second testimonial is also by a customer, Kim Davis — but note the difference:

"So glad I could finally experience their superb quality myself and I was quite impressed by the thoughtful packaging of such a delicate item."– Kim Davis

See how Kim’s testimonial highlighted a product feature while also answering a potential doubt? The feature being the build quality and the potential doubt being if postage would damage the item.

Round up all of your customer testimonials and select only the choice few adding value for your Landing Page visitor.

  • How to request testimonials – A three-step method to help generate great Landing Page testimonials from your customers.
  • Testimonial examples – A more specific collection I’ve put together of well-designed or interesting Testimonial examples in Landing Pages
#02 - Conversion Tips, Decluttering Tips

Showcase testimonials from a similar demographic

Hot Tip #02 is to showcase testimonials from similar demographics to your potential customers.

If you are selling enterprise-level support software, it’s wise to curate testimonials from customers who work for enterprise-sized businesses.

Put yourself in your Landing Page visitor’s shoes and imagine the concerns of an enterprise customer. They’ll be wary of moving a huge amount of staff over to new support software due to the high stakes involved.

They’ll also want to know other enterprise businesses took this risk and made this transition successfully.

Using Hot Tip #01 as a guide, I’ve hand-picked this excellent testimonial by enterprise customer, Dave Lewis:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."– Dave Lewis

Glowing feedback, right? Now, let’s take it a step further by highlighting who he works for alongside his name. In this case, Dave is the VP of Customer Relations at Starbucks, which adds significant weight to the testimonial as its backed by an enterprise-sized business:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."Dave Lewis – Starbucks VP Customer Relations

  • Avataaars – Online avatar generator for when customer imagery isn’t available or poor quality. Try not mix animated with real customer images. So choose a style for consistency.
#20 - Conversion Tips

Highlight a testimonial from an opinion leader

Hot Tip #20 is to highlight a testimonial from an opinion leader who is well known to your target audience.

Take a walk with me…

You are looking for an icon pack for your next project. You discover these great looking “ZenIcons” — but the abundance of icons out there casts doubt on the $49 price tag.

Scrolling past the first icon preview you arrive at this featured testimonial:

"With 9 different weights, Zen Icons are my go-to icons for all my side projects."Klaudia Schneider – Spotify Product Designer

Now you think to yourself: “No way! That’s Klaudia, the designer at Spotify I’m following on Twitter. She’s so talented and has great taste. These ZenIcons must be best-in-class for her to endorse them.”

This form of social proof is the game-changing Joker card in your Landing Page deck.

#52 - Conversion Tips

Add social proof

Hot Tip #52 is to add social proof.

Think of social proof as herd mentality. We tend to follow bigger herds vs. smaller herds. We are influenced by higher ratings vs. lower ratings. If everyone else is doing it, it must be the best and safest bet.

Strengthen your social proof by including:

⭐️ Customer Ratings
💬 Testimonials
🏆 Service Awards
✍️ Critic Reviews
🥇 Industry Rankings
🍏 Client Logos
📰 Press Features

What would you need to integrate into your Landing Page for your visitor to believe you are the obvious best choice?

  • Shoutout – A service that taps into your existing social proof online and turns it into an embeddable “Wall of Love” to embed in your Landing Pages.

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