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When it comes to converting visitors to customers, there are many strategies that businesses can use. One of the most effective is the use of testimonials. Testimonials are a powerful tool for building trust and credibility with potential customers. They can help to overcome objections and provide social proof that your product or service is worth buying.

“We view a behavior as more correct in a given situation to the degree that we see others performing it.”

-by Robert Cialdini, author of the book “Influence: The Psychology of Persuasion”

However, not all testimonials are created equal. To be effective, testimonials need to be carefully designed and presented. Here are some tips for creating testimonials that will help to convert visitors to customers:

Use Real People

Adding a face to your testimonial draws the visitor’s attention and adds credibility. Humans are drawn to human faces when they see them on a website. This effect is known as the “facial attractiveness halo effect”. It can influence how visitors perceive and engage with content, products, and services featured on the site. Always ensure that you include the name, title, and photo of the person giving the testimonial.

Shopify not only use client’s face but also show them in action the work they do

Highlight specific benefits

When creating testimonials, it’s important to highlight specific benefits that your product or service provides. For example, instead of saying “I love this product,” a more effective testimonial would be “This product helped me save time and money.”

Copy.ai highlights the key benefits in their testimonials

Add tweets or Google reviews

If people talk about your service or product on social media, include them in your testimonials. This reinforces trust among visitors that people are not shying away from talking positively about your product or service publicly.

Rive.app uses tweets and LinkedIn posts as its testimonials

Highlight star testimonials

If an industry leader or someone looked up to in your profession has given a testimonial, highlight it more prominently. Knowing that a leading person is using your product or service builds more credibility among users.

Limit the number of testimonials

A visitor will read a maximum of three testimonials to get assurance, but knowing that there are more to read reinforces their belief in your product or service. Show a maximum of 5–6 on the landing page, and keep the ones with the most impact at the top.

Place them in the right location

Don’t keep testimonials out of reach by placing them at the bottom of the page. Visitors make their decision about your product or service within three seconds of scrolling, so place them strategically on your landing page. Consider placing them near your call-to-action or in areas where visitors are likely to have objections.

Makerbox has placed testimonials in their hero section

Use testimonials creatively

Having testimonials only on the landing page is unnecessary. Place them on the sign-up or service pages, just after giving the service info. This helps in drawing visitors’ attention and keeping them engaged.

Invision is highlighting its product feature through a testimonial on a Sign-up page

Use Different Formats

Testimonials can take many different formats, including text, video, and audio. Using various formats can help keep your testimonials fresh and engaging. Consider using video testimonials to add a personal touch and showcase your customers’ enthusiasm.

Pipe has created a combination of case studies and testimonials wherein founders are explaining in a video how Pipe solved their issues.

Incorporating testimonials into your marketing strategy can be a game-changer. By leveraging the power of social proof, you can build trust and credibility with your audience, and ultimately convert more visitors into customers. So, take the time to design your testimonial section with care, and experiment with creative ways to showcase your customers’ experiences. With a little effort, you’ll be well on your way to turning satisfied customers into your best salespeople.