Landing Page Testimonials (13 Ways To Use Testimonials On Landing Pages)

Title

Landing Page Testimonials (13 Ways To Use Testimonials On Landing Pages)

Date

Nov 17, 2024

Description

Learn how to strategically place landing page testimonials for maximum impact and higher conversion rates.

Status

Current Column

Person

Writer

Imagine landing on a website and being instantly greeted by a glowing endorsement from a happy customer. That tiny nugget of information, very likely a testimonial, can mean the difference between you converting into a customer or bouncing off the site in search of another. It’s no wonder testimonials are one of the best customer feedback tools for landing pages. This article will explore landing page testimonials, their benefits, and ways to use them for maximum impact.

One of the best ways to collect and manage landing page testimonials is with testimonial software. This valuable tool helps you achieve your goals by streamlining the process of gathering, organizing, and displaying social proof on your website.

What are Testimonials?

Testimonials are positive and genuine statements, reviews, endorsements, or recommendations of a product, service, or brand provided by a customer or a client. They are sometimes given by:

Celebrities

Influencers

Other well-known personalities

Testimonials help build credibility and a positive reputation and add value to the brand image in an authentic and unsponsored way.

The Evolution of Testimonials: From Verbal Endorsements to Multi-Format Displays

Testimonials can be obtained and displayed in various formats on websites and social media, such as:

Images

Text

Videos, etc.

Testimonials evolved from the word testimony first used in the 15th century to refer to a demonstration of facts or evidence. Testimonials were earlier given verbally, with customers talking about a product or service positively and inspiring others to use it.

The Role of Testimonials in Marketing: Driving Organic Growth Through Authentic Customer Feedback

With the advent of marketing, testimonials, in the form of written and spoken statements, have been adopted to grow and expand a business. They serve as organic promotions of a product or service by reflecting users' personal experiences and feedback. A testimonial highlights the benefits and advantages of a brand or its offerings and how they deliver a positive outcome.

Why are Landing Page Testimonials So Effective In Boosting Conversions?

When making purchase decisions, people trust strangers more than they trust brands. Landing page testimonials give prospects the social proof they need to feel confident in their decision-making. They feature relatable, unbiased information from real customers that help humanize your brand. This builds trust and validates your claims with evidence that prospective buyers can understand.

The Psychology Behind Landing Page Testimonials

Testimonials on landing pages leverage the psychological concept of social proof to influence buyer behavior. Social proof refers to the tendency of people to look to others’ behaviors and actions to inform their own. So, when a potential buyer encounters a landing page with testimonials, they instinctively turn to these reviews to help them decide.

The Conversion Power of Testimonials

Statistical evidence supports testimonials' conversion power. According to BigCommerce, when consumers interact with reviews, they are 58% more likely to convert, generate 62% more revenue per visitor, and spend 3% more per order. Similarly, Wyzowl reported that 77% of people who watched a brand testimonial were convinced to purchase its product or service.

Why You Should Use Testimonials on Landing Pages

By incorporating testimonials on landing pages, businesses provide customers the social proof to feel confident in their decision-making. These endorsements humanize the brand and transform abstract claims into relatable outcomes, effectively driving conversions and fostering long-term customer loyalty. Building trust with your leads can also help you earn repeat business and increase customer lifetime value.

Leveraging Testimonial Software to Enhance Trust and Boost Conversion Rates for Your Business

Testimonial simplifies the process of building trust and credibility for businesses. Our testimonial software allows easy collection and display of authentic client testimonials, featuring:

Video and text options

An embeddable 'wall of love' widget

A clever Email Assistant

Third-party review imports

This is ideal for:

Content creators

Agencies

eCommerce

SaaS companies

Testimonials help boost your credibility and conversion rates by showcasing real customer experiences. Build a wall of love for free today with Testimonial.

What Makes A Good Review

How to Respond to A Negative Review

Why is Customer Feedback Important

Where to Put Testimonials on Website

Where To Include Testimonials On Landing Pages

Above the Fold: The Prime Spot for Testimonials

Placing a powerful testimonial above the fold—meaning it’s visible without scrolling—ensures that visitors see it immediately upon landing on the page. This prime real estate can immediately capture attention and establish trust before users delve deeper into your content.

Near Call-to-Action (CTA) Buttons: The Perfect Place to Help Customers Make Decisions

Positioning testimonials close to your call-to-action buttons can reinforce the decision-making process for potential customers. When users see positive feedback before they are prompted to take action (like signing up or making a purchase), it can alleviate hesitation and encourage conversions.

Creating a dedicated section for testimonials on your landing page allows you to showcase multiple reviews without overwhelming visitors. This section can be visually distinct, using design elements like cards or sliders to present different testimonials, making browsing easy for users.

Using a rotating testimonials widget allows you to display multiple reviews dynamically without cluttering the page. This feature keeps content fresh and engaging while providing social proof from various customers, which can help address user concerns or preferences.

13 Effective Ways To Use Testimonials On Landing Pages

Pulling real customer feedback from social media platforms like Twitter, Instagram, or LinkedIn lends authenticity to your landing page. No one can fake unsolicited praise from a random user. Including screenshots of positive comments allows potential customers to see genuine endorsements from real buyers. This approach works especially well for brands with a strong online following.

Implementation Tip:

Embed live social media feeds or use static images of tweets or posts directly on your landing page. Include the poster’s username for added authenticity.

2. Showcasing Testimonials From Recognizable Brands

If well-known companies or organizations use your product, prominently feature their logos or testimonials. This strategy taps into the principle of authority. Prospective customers often trust brands that are trusted by others they recognize.

Why it Works:

Associating your product with a respected company reinforces credibility. Seeing that established brands or organizations trust your product can make visitors feel more confident in your offering.

3. Industry Experts and Influencers

Highlight testimonials from industry leaders or influencers who endorse your product. This type of testimonial carries significant weight because these figures are seen as knowledgeable and credible in their field.

Example in Practice:

An endorsement from a respected professional, like an author, speaker, or CEO, adds extra gravitas to your claims. This is particularly effective if your target audience follows or admires these figures.

4. Notable Quotes from Prominent Individuals

Short and impactful quotes from recognized individuals or organizations can make a big impression. Even if they’re not full testimonials, these quotes lend authority to your brand.

How to use them:

Display these quotes prominently on your landing page, pairing them with the individual’s photo or logo for a visual impact. Keep the quotes concise and directly related to the benefits of your product or service.

5. Case Studies and Stories

Case studies are in-depth testimonials that tell a story. They outline a specific problem a customer faced and demonstrate how your product or service provided the solution. This storytelling format makes it easier for potential customers to relate and envision your product solving their challenges.

Why it’s effective:

A case study not only validates your product but also connects emotionally with your audience. Relatable success stories build trust and foster empathy.

Pro Tip: Structure your case study to:

Highlight the problem

The solution (your product:

The result.

Include measurable outcomes whenever possible.

6. Achievements and Statistics

Showcasing numbers and accolades reinforces credibility. For example, sharing that your product has helped thousands of customers, increased efficiency by a certain percentage, or won awards creates tangible proof of its success.

Example usage:

“Voted Best Productivity App of 2023” or “Over 10,000 Satisfied Customers.” These achievements can be further enhanced by sharing how your product helped specific customers achieve measurable success.

7. Real-World Usage Examples

Show potential customers how your product is being used in real-world settings. For instance, feature projects, portfolios, or success stories created by your customers. Highlighting these examples helps demonstrate the product’s versatility and potential.

How to implement:

Add a gallery or showcase section to your landing page. Rotate customer success stories or featured projects regularly to keep the content fresh and engaging.

8. Video Testimonials

Video testimonials are one of the most impactful forms of social proof. They add a personal and visual element, making them more relatable and harder to fake. Seeing and hearing a real customer’s positive experience can significantly influence a visitor’s decision-making process.

Best practices:

Keep the videos short (30-60 seconds) and focus on specific benefits or outcomes.

Ensure high-quality production to maintain professionalism.

9. Traditional Customer Reviews

Plain text reviews from satisfied customers are a timeless and effective option. These testimonials are especially useful for businesses just starting or those with a smaller customer base. They’re easy to collect and can still pack a punch in terms of credibility.

How to use them:

Include a mix of concise and detailed reviews on your landing page.

Pair them with customer names, photos, or locations to make them feel more personal and relatable.

10. Put a Face to the Customer

Consumers will likely trust the testimonials you post, but you can add another layer of reliability to them by putting a face to a name. Of course, this will require a bit more work on your part. You’ll need to ask customers for snapshots and blurbs, but the effort will be worth it. By seeing the faces of your satisfied clients, leads will have an easier time connecting with you as a brand. You’ll help them imagine themselves as a part of your community.

11. Let Customers Use Their Own Words

Similarly, you also want your customers to speak in their own voice. While this may cause a bit of discrepancy between different testimonials, it will also show their authenticity. Uniform testimonials that all use the same words can appear a bit staged, which is the last thing you want. So, tidy my client’s words up a bit if necessary, but always encourage them to speak their mind. Don’t suggest any keywords or power words – they’ll likely come up with a fair few on their own.

12. Use Customer Reviews From Review Sites

Reviews are a valuable form of social proof for your landing pages. Unlike testimonials, which are customer statements on your website, reviews are written on third-party platforms like:

Google

Capterra

To maximize the impact of reviews, consider generously using third-party reviews. One quick and easy way to showcase them is through review notifications. These real-time notifications directly display positive reviews from reputable sources on your landing page. Different review platforms may carry varying weight in the minds of your prospects.

For example, a 5-star review from G2, a trusted software review aggregator, is more relevant to a SaaS landing page than a review from Google.

13. Rely on User-Generated Images

An image speaks louder than words, so if you’re selling a photogenic product, there are fantastic social proof opportunities. If you can include photos of your product taken by customers while they’re using it, you’ll hit the testimonial jackpot. Of course, this testimonial won’t make sense in every industry.

But if you are in retail, chances are that user-generated images plus customer testimonials are the way to go. Not only do they show how good your product is, but they also inspire a whole load of trust. After all, they’re coming from real people who have tangible proof that they’ve purchased from you.

Customer Reviews On Website

Benefits of Online Reviews

Local Business Reviews

Importance of Customer Feedback

How to Respond to Positive Reviews

6 Examples Of Testimonials On Landing Pages

1. Airbnb: Picturing the Perfect Stay

Airbnb is a platform that connects travelers with hosts who have spare rooms or properties to rent. On their landing page, they prominently feature customer testimonials with photos and names of the guests and hosts.

These testimonials provide social proof and help potential travelers feel more comfortable with booking a stay through the platform.

2. Basecamp: Real Quotes from Real People

Basecamp is a project management software company that uses customer testimonials to showcase the benefits of its product. On its landing page, it includes quotes from customers, along with their photos and the company they work for. This helps potential customers understand the real-world impact of using Basecamp and encourages them to try the product.

3. Slack: The Proof is in the Productivity

Slack is a popular messaging platform for teams. They use customer testimonials on their landing page to highlight the benefits of their product, including improved communication and collaboration. They also include logos of well-known companies that use Slack, which adds to their credibility.

4. Hubspot: From Satisfied Customers to Success Stories

Hubspot is a software company that provides marketing, sales, and customer service tools for businesses. They use customer testimonials on their landing page to highlight the benefits of their product and provide social proof. They also include case studies that provide more in-depth information about how their product has helped real businesses succeed.

5. Fiverr: Quality Work from Top Rated Freelancers

Fiverr is a platform that connects businesses with freelance talent. They use customer testimonials on their landing page to showcase the quality of work their freelancers can provide. They also include a "Top Rated Seller" badge for freelancers consistently receiving positive client feedback.

6. Salesflare: Simple Testimonials for a Simple Solution

Salesflare is a powerful CRM designed specifically to help B2B businesses grow. The brand uses a simple landing page to drive conversions by offering a picture of the platform, an icon-rich features list, and several testimonials. Unlike other testimonials, which are often several lines long, Salesflare keeps it simple by using one or two lines for each testimonial. They also include:

Profile pictures

Full names

The name of the company that completed the review.

Review Marketing

Trustpilot Alternatives

Capterra Alternatives

Benefits of Online Reviews

Review Management System

Build a Wall of Love for Free Today with Testimonial

Testimonial display opinions or reviews about a:

Company

Product

Service

They usually come from customers who have purchased the item. They’re often displayed on landing pages to help boost conversions. Testimonials can come in different formats, such as:

Quotes

Star ratings

Audio

Video

Why are Testimonials Important?

Testimonials are a form of social proof. They help build trust and credibility with prospective buyers, particularly for businesses without a proven reputation. When potential customers see that others have used a product or service and had a positive experience, they’re likelier to trust the business and purchase. This is especially true for testimonials from third-party review sites, as they are unbiased and not controlled by the business.

How Testimonials Reduce Buyer Anxiety and Drive Conversions on E-Commerce Websites

For example, running a Google Ads campaign to boost sales of an eCommerce store can help increase revenue quickly. The users who click on the ads will first land on the store’s website. If they see testimonials there, they’ll feel more at ease and likely buy the product. If there are no testimonials or they are hard to find, they may not trust the store and look for another business with a better online reputation.

In short, testimonials can help increase sales and conversion rates by reducing the buyer’s anxiety.

How to Collect Testimonials

Before you can showcase testimonials on your landing pages, you must collect them. Here are some strategies for gathering testimonials for your business.

Ask After a Positive Review: If a customer leaves you a positive review on a public platform like Google or Yelp, don’t be afraid to reach out and ask if you can use their feedback as a testimonial on your site. Most people are happy to help, and this will help you establish a rapport with the reviewer.

Use Email Drip Campaigns: For Businesses With Long Sales Cycles, it’s not uncommon for clients to forget about the great work you’ve done after a project is complete. To combat this, you can create an email drip campaign that reminds clients of your good work before asking for a testimonial.

Send Survey Forms: Create a simple survey form to collect customer testimonials. Incentivize them to complete the form after a purchase or once you’ve delivered a service. You can even create testimonial templates to help guide responses.

Implement a Review Widget: If you want to collect testimonials without the hassle, use a tool that automates the process. For instance, several WordPress plugins can help you collect, manage, and display testimonials on your website.

How to Display Testimonials

Once you’ve collected testimonials for your business, it’s time to display them on your website. Here are some best practices for showcasing testimonials effectively.

Use Quotes and Short Testimonials for Quick Hits: Quotes and short testimonials are great for showcasing on landing pages. They provide quick, digestible bits of information that can help reassure users almost instantaneously.

Feature Testimonials Prominently on Landing Pages: Don’t bury testimonials on your website. Instead, feature them prominently on landing pages to help boost conversions.

Use a Variety of Formats: Your site should include testimonials in various formats, including quotes, video, audio, and case studies. This will help keep your content interesting and engage users with different preferences.

Showcase Testimonials from Your Target Audience: To boost conversions, showcase testimonials from customers who resemble your target audience. This will help potential buyers relate to the review and visualize themselves using your product or service.

Display Visuals of the Customer: Include a visual of the customer who provided the testimonial if possible. This will help personalize the review and make it easier for potential buyers to relate to the customer.

Create a Dedicated Page for Testimonials: If you have many testimonials, consider creating a dedicated page for them. This can help improve your website’s SEO and build trust with prospective buyers.