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Where To Put Testimonials On Website? 7 Places With The Highest Impact

Maximize impact by placing testimonials in strategic spots on your website. Here’s where they’ll boost credibility most effectively.

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Where To Put Testimonials On Website? 7 Places With The Highest Impact
Title
Where To Put Testimonials On Website? 7 Places With The Highest Impact
Date
Nov 6, 2024
Description
Maximize impact by placing testimonials in strategic spots on your website. Here’s where they’ll boost credibility most effectively.
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Done
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Writer
Picture this: you’ve got a brand new website and are excited to attract more visitors and turn them into customers. You’ve even started using one of the best customer feedback tools to collect testimonials about your business. Now, you’re ready to showcase the positive feedback you’ve received to build trust with your audience. But wait, where exactly do you put testimonials on your website?  This guide will help you understand where to put testimonials on your website for the highest impact.
A testimonial solution can help you get the most out of your customer feedback tools. Testimonial software makes collecting, organizing, and displaying testimonials on your website easy.

Where To Put Testimonials On Website: 7 Places

Where to Put Testimonials on Website
Where to Put Testimonials on Website

1. Create a Standalone Testimonial Page to Organize Reviews

Some websites prefer having a dedicated testimonial page rather than incorporating it on other pages. With this strategy, you can display a long list of customer reviews without bulking the website layout. Nevertheless, this also means your product reviews will only be accessible if visitors click on the testimonial page, not while checking out your home or product pages.

2. Boost Your Homepage With Customer Feedback

The homepage is often the most visited website, making it an ideal location for testimonials. Placing positive customer feedback here ensures that visitors see it immediately, which can encourage them to explore further.
You can feature a dedicated section for testimonials or integrate them within a hero image or slider for added visibility. Seeing positive feedback will often prompt them to explore further.

3. Place Testimonials on Product or Service Pages

Including testimonials directly on product or service pages can be particularly effective. When potential customers are considering a purchase, seeing positive reviews can provide the extra nudge they need to convert. Testimonials don’t have to distract from your product info; they can be seamlessly integrated into these pages, highlighting customer satisfaction alongside product details.

4. Position Testimonials Above the Fold

Positioning key testimonials "above the fold"—the part of the web page visible without scrolling—ensures they are seen immediately upon landing on your site. This prime real estate is effective for capturing attention and reassuring visitors about your brand’s credibility right from the start.

5. Use Customer Reviews To Ease Checkout Anxiety

Displaying testimonials on checkout pages can help mitigate potential customers' last-minute hesitations before completing their purchase. Seeing positive feedback at this critical moment can reinforce their decision and encourage them to finalize their order.

6. Integrate Testimonials Into Your About Us Page

Integrating testimonials into your About Us page adds authenticity to your brand narrative. This placement allows satisfied customers to share their experiences while giving context about your company’s mission and values, further building trust with potential clients.

7. Place Reviews Near Calls-to-Action

Call-to-actions, such as contact or sign-up buttons, are already prompted for visitors to convert. Nevertheless, they seldom give a reason why. A more wary visitor might need to help to convince by a button asking them to buy something. Still, if they can also see that another customer had an excellent experience, they’ll be likelier to click it.
A great example of this strategy is near the bottom of Hubspot’s product pages, where you’ll find some positive feedback under the page's two most important CTA buttons.

Where Testimonials Fit in the Buyer's Journey

Where to Put Testimonials on Website
Where to Put Testimonials on Website
In the awareness phase, potential customers are just starting to recognize a problem or need they want to address. Testimonials at this stage serve as an introduction to your brand and establish trust. For example, short quotes or snippets from existing customers can be featured in ads or on your website to show credibility, helping prospects understand that others have had positive experiences with your product. This initial social proof makes your brand more memorable and encourages further exploration.

Testimonials in the Consideration Stage: Validating Your Solution

In the consideration stage, buyers compare options and conduct in-depth research to see which product or service best meets their needs. Here, testimonials with more detail are particularly effective. Customer stories, detailed case studies, and targeted testimonials offer valuable insights into your product’s real-world impact by:
  • Addressing specific pain points
  • Showcasing effective solutions
  • Demonstrating how your product performs in practical scenarios
These stories help prospective buyers relate to past customers’ experiences, adding a personal touch and validating your solution as a viable choice.

Testimonials in the Decision Stage: Reassuring Final Buyers

By the decision stage, buyers are close to making a choice and often seek final validation before committing. At this point, testimonials that address specific results and outcomes are most impactful.

Leveraging Social Proof for Enhanced Trust and Conversions

Detailed reviews, long-form testimonials, and success stories with measurable outcomes reassure potential customers that they’re making the right choice. These testimonials provide strong, closing social proof, helping them confidently decide by showcasing the real benefits and results that others have achieved.

Testimonials in the Post-Purchase Stage: Reducing Buyer’s Remorse

Although not part of the traditional buyer’s journey, testimonials are also valuable after a purchase. New customers who see testimonials from loyal users are reassured about their decision, which can reduce buyer’s remorse and increase satisfaction. It can also encourage them to provide testimonials, creating a positive feedback loop and enhancing customer loyalty.

Types of Effective Testimonials for Websites

Where to Put Testimonials on Website
Where to Put Testimonials on Website

Written Testimonials: The Classic Customer Endorsement

Written testimonials are a classic and versatile form of customer endorsement, where clients or users describe their favorable experiences with a product or service in their own words. These can be presented as short quotes or longer testimonials and can be strategically placed across the website for maximum impact.

Benefits

  • Authenticity: Written testimonials often retain the customer's unique voice, making them appear genuine and relatable.
  • Flexibility: They can be incorporated into different parts of the website:
    • Homepages
    • Product pages
    • Dedicated testimonial sections
  • Visual Appeal: Including photos, names, and job titles enhances the relatability and trustworthiness of written testimonials.

Best Practices

Use specific language that details the customer’s experience with the product or service, and include images or job titles for added authenticity. Strategically placing written testimonials across the website can also help humanize the brand and build trust.

Video Testimonials: Showcasing Engaging Customer Experiences

Video testimonials showcase customers sharing their experiences with a product or service directly on camera. These engaging video stories can effectively communicate emotions, showing the customer’s genuine enthusiasm or satisfaction.

Benefits

  • Engagement: Videos are generally more engaging than text, making them particularly effective for drawing viewers’ attention.
  • Trustworthiness: Video testimonials' visual element provides a strong sense of authenticity, as viewers can see and hear real people sharing their stories.
  • Demonstration: Video testimonials can showcase the product in action, illustrating its value and how it solves real-life problems.

Best Practices

Keep videos short (1-3 minutes) to maintain viewer attention, and make sure they highlight specific use cases or features that resonate with the target audience. Clear, high-quality visuals and audio ensure a polished, professional look.

Case Studies: Analyzing Customer Success

Case studies are detailed accounts of how a customer’s specific challenges were addressed by using the product or service. They often contain in-depth analysis, showing the journey from problem identification to solution implementation and results.

Benefits

  • In-Depth Insight: Case studies provide a comprehensive understanding of the product’s impact, showcasing its effectiveness.
  • Data-Driven Results: Including measurable outcomes adds credibility and demonstrates success in a way that resonates with data-oriented decision-makers.
  • Targeted Relevance: Case studies tailored to specific industries or business needs can attract similar customers by showing relevant, applicable results.

Best Practices

  • Structure case studies with clear sections to guide readers through the narrative, including:
    • Problem
    • Solution
    • Results
  • Visual aids like graphs, charts, or images can enhance the presentation of data, making the case study more compelling.

4. Social Media Testimonials: Real-Time Customer Feedback

These are testimonials gathered from social media platforms where customers publicly share their positive experiences. They can be text, images, or videos displayed directly on the website.

Benefits

  • Real-Time Feedback: Social media testimonials reflect customer sentiment, offering fresh insights and reinforcing credibility.
  • Broader Reach: They connect your brand with potential new customers, especially if shared across social media.
  • Variety of Formats: Social media provides diverse formats, from text reviews to photos and videos, allowing brands to present customer feedback creatively.

Best Practices

Aggregate relevant social media comments using tools that pull in real-time mentions, and be sure to obtain permission to feature these posts. Promising these testimonials can also encourage more customers to engage with your brand on social media.

Celebrity or Influencer Endorsements: Boosting Brand Credibility

Endorsements from celebrities or influencers can amplify brand credibility by associating the product with well-known personalities. Influencer testimonials are particularly effective for targeting specific audience segments and leveraging the influencer’s existing follower base.

Benefits

  • Authority: Endorsements from well-known figures lend authority and recognition, boosting brand appeal.
  • Broader Audience Reach: Your brand gains exposure to a wider audience by tapping into an influencer's following.

Best Practices

Choose influencers who align well with your brand values for maximum authenticity. In the endorsement, emphasize specific product benefits. Use visuals of the celebrity or influencer with your product to reinforce the association.

Press Mentions: Let the Media Do the Talking

Press mentions are quotes or excerpts from reputable media outlets that praise or positively review the product. Displaying these on your website showcases third-party validation, which can be particularly effective for enhancing credibility.

Benefits

  • Third-Party Validation: Positive press coverage acts as an unbiased endorsement, enhancing trust in the product.
  • Increased Visibility: Being featured in credible media outlets increases brand recognition and positions the product as trustworthy and well-regarded.

Best Practices

Display press mentions prominently on your site, ideally including publication logos for added credibility. You can showcase press quotes on the homepage or product pages to maximize visibility and emphasize your brand’s positive media coverage.

Why Are Testimonials So Effective?

Where to Put Testimonials on Website
Where to Put Testimonials on Website
Customer testimonials play a crucial role in marketing. They allow past and current customers to share their experiences and highlight how a business met and exceeded their expectations.

Harnessing the Power of Social Proof

These testimonials also serve as social proof, the psychological concept of influencing people to follow the actions and opinions of others. When potential customers see positive feedback and success stories from real individuals, they can confidently say your business is truly loved.
By showcasing these success stories in your marketing materials or on your website, you can attract prospective customers and ultimately increase your conversion rate. After all, nothing convinces new customers more than genuine evidence that others adore your business.

What Research Studies Show

The 2022 Edelman Trust Barometer reveals that trust is a key driver of business success. Almost two-thirds (64%) of millennials and 60% of Gen Z consumers agree that a good brand reputation may get them to try a product, but if they can’t trust a company, they will soon stop buying from them.
The Edelman study also showed that trusted brands benefit from customers’ loyalty. Indeed, 67% of people are likelier to stay loyal to and advocate for a brand if they trust it.
BigCommerce shared that when consumers interact with your review, they are 58% more likely to convert, generate 62% more revenue per site visitor, and spend 3% more per order.

The Power of Online Testimonials

Research from Wyzowl revealed that 77% of those who watched a brand’s testimonial said it helped convince them to buy their product or service. These stats highlight the importance of online reviews and testimonials. Good testimonials help you build (online) credibility, and customers will get the social proof they need to trust you.

5 Best Practices For Displaying Testimonials

Where to Put Testimonials on Website
Where to Put Testimonials on Website

1. A Testimonials Page is Your New BFF

Adding a testimonials page to your website collects all of your customer feedback in one place, making it easy for potential customers to find the reviews they need to make a purchase decision. A testimonials page also means you don’t have to crowd other parts of your site to fit every review. Instead, you can add a few reviews to your product pages and then link to the complete testimonials page.

Showcasing Success Stories on Your "Wall of Love"

For instance, our testimonial page (Wall of Love) displays all of our testimonials, both text and videos, on a single page. Our Wall of Love tells stories of how businesses use our tool to gather website testimonials and build social proof. You can also easily do this by using Testimonial.to.

2. Mix It Up: Incorporating Different Types of Testimonials

Adding just text won’t cut it. Visitors need to pay attention to your testimonials, so you will have to go into multimedia mode.

Text Testimonials

Despite their simplicity, text testimonials can be incredibly powerful when paired with a customer’s photo and title. They offer a concise yet impactful endorsement of your product or service.

Video Testimonials

Videos can effectively demonstrate how a product is used or the emotions associated with a positive outcome. The key to successful video testimonials is keeping them concise and conveying a clear, powerful message.

Case Studies

Case studies are especially effective for B2B audiences or high-value products and services, where potential customers need more convincing through detailed evidence of success. They often include:
  • Data
  • Detailed narratives
  • Visual elements like charts or before-and-after photos
They are more complex to create compared to standard testimonials.

Social Media Mentions

Social media platforms are rich with organic endorsements in the form of:
  • Mentions
  • Reviews
  • Shoutouts
Integrating these into your website as testimonials adds an extra layer of authenticity, as they are often unsolicited and come from real customers. Tools like social media widgets can help you seamlessly display these mentions, showing potential customers the buzz your brand generates online.

3. User-Generated Content: Get Your Customers to Do the Talking

If your users are giving you kind words, you should wear it like a badge (or a testimonial on your website, in this case). Encouraging Customers to Share To keep a steady flow of fresh testimonials, it’s important to encourage your customers to share their experiences actively. This can be done through:
  • Follow-up emails
  • Surveys
  • Offering incentives like discounts or entry into a giveaway
Make it easy for customers to submit their testimonials by:
  • Providing simple, user-friendly forms
  • Offering to conduct brief interviews
You can also use testimonials by embedding it on your website for customers to easily leave reviews.

Showcasing Social Media Reviews

Social media reviews from platforms like Google, Yelp, and Facebook are valuable sources of social proof by:
  • Showcasing genuine customer experiences
  • Building trust and credibility
  • Influencing potential customers’ purchasing decisions
These reviews often appear in search results and can be integrated into your website using widgets or plugins. Displaying these reviews on your site provides additional testimonials and reinforces their credibility since they are hosted on third-party platforms.
This transparency can further build trust with your audience. Integrate Social Proof Include real-time social proof, such as:
  • Feed of recent reviews
  • Tweets from customers
This keeps your testimonials up-to-date and relevant while showcasing that people actively engage with your product or service.

4. Design and Format: Make Your Testimonials Shine

How testimonials are presented matters. Here are a couple of vital tips:

Visual Appeal

The visual presentation of testimonials can significantly impact their effectiveness. Adding images can make the testimonial more relatable and trustworthy. Images include:
  • Customer photos
  • Company logos
Videos are even more powerful, conveying emotion and authenticity that text alone can’t capture. Consistency in design elements ensures that testimonials blend seamlessly with your overall site aesthetic while standing out enough to catch attention. These includes:
  • Font
  • Color
  • Layout

Highlighting Key Phrases

Highlighting key phrases or sentences, such as those that mention specific benefits, outcomes, or emotions, can draw the reader’s eye to the most compelling parts of the testimonial. Use bold text, larger fonts, or even quotation marks to set these phrases apart.

Authenticity and Relatability

For testimonials to be effective, they must feel authentic. Including the customer’s full name, photo, job title, and company (when relevant) adds credibility and makes the testimonial more relatable. People are likelier to trust feedback from someone they perceive as a natural, identifiable person rather than an anonymous review.

Categorize Testimonials

If your website serves different industries or customer types, categorize your testimonials accordingly. This helps potential customers easily find testimonials from others like them. For example, you could organize testimonials by industry, use case, or product type.

5. Placement Matters: Where to Put Testimonials on Your Website

There’s no one-size-fits-all approach to placing testimonials, but that still doesn’t mean you should place them randomly. Here are some of the most common practices regarding where the testimonials section should be located.

Above the Fold

The "above the fold" area of your website is visible to users without needing to scroll. This space is prime real estate for your most compelling testimonials because it’s the first thing visitors see when they land on your site. Placing testimonials above the fold reassures visitors that others have had successful experiences with your brand, which can significantly reduce bounce rates and encourage them to explore further.

On Conversion Pages

Conversion pages like product, pricing, and contact pages are where potential customers make critical decisions. Placing testimonials on these pages serves as a persuasive nudge, addressing any last-minute doubts and reinforcing the value of your offering.
For example, a testimonial from a customer who found your service worth every penny on a pricing page can help justify the cost.

Highlight Specific Results

Effective testimonials should focus on specific, measurable results that the customer achieved. Instead of vague statements like "Great service!", go for testimonials like "Our sales increased by 25% after using this software." This adds weight and gives potential buyers a clearer idea of what they can expect.

Using Rotating Carousels vs. Static Display

Another placement issue is this: it’s not where but how the testimonials are displayed. So far, the two most popular options have proved to be rotating carousels and static testimonials.

Rotating Carousels

  • Pros: Rotating carousels allow you to display multiple testimonials in a single space, keeping the page clean and uncluttered.
  • Cons: Important messages might get missed, especially if the rotation is too fast or slow.

Static Display

  • Pros: A static display ensures that all key testimonials are visible simultaneously, giving them equal weight and ensuring nothing is overlooked.
  • Cons: Static displays can take up more space on the page, potentially leading to a cluttered design if not managed carefully.

Build a Wall of Love for Free Today with Testimonial

You know that old saying, "Don't take my word for it...". That sums up the power of customer testimonials. Potential buyers trust testimonials from existing customers far more than they do your marketing copy.

The Impact of Online Reviews on Purchasing Decisions

Research shows that over 90 % of consumers read online reviews before purchasing. Seventy percent of consumers say testimonials and reviews highly impact their decision-making process. Simply put, testimonials and reviews help your business build credibility and trust with prospective customers. The higher your credibility, the more likely visitors will convert into paying customers.

Where to Put Testimonials on Website

So, you’ve collected a few glowing customer testimonials. Now what? Don’t let them gather digital dust. Instead, showcase your testimonials where they count. Placing testimonials strategically on your website can increase visibility and help you earn more conversions. But don’t just stick them on any old page. Instead, think of testimonials as part of your sales copy.
Where would they fit best in your existing copy to help boost conversions? The following list outlines some of the best places to showcase customer reviews on your website:

The Home Page

Your website’s home page is like your business’s digital storefront. It gets the most traffic, and visitors use it to navigate to other pages on your site. So, placing customer testimonials right where they first enter your site makes sense. Doing so ensures that visitors quickly see the reviews without digging around your website to find them. This helps establish your business’ credibility immediately and encourages visitors to explore your site further.

The About Page

The About page of your website is another key area that can benefit from customer testimonials. This page helps visitors know your business and is a great place to introduce your team. But instead of letting your copy do all the talking, why not give customers a chance to introduce themselves? Customer testimonials on your About page help build your business’ credibility by showing that real people have positively interacted with your company.

The Products or Services Pages

Whether you offer products or services, each has a unique sales page. Customer testimonials can be particularly effective at boosting conversions on these pages. Product and service pages are often a customer's last stop before purchasing. Adding customer reviews to these pages can help seal the deal, especially if the testimonials reference specific details about the product or service.

The Checkout Process

The checkout process is arguably the most critical area for showcasing customer testimonials. Research shows that 69.57% of online shoppers abandon their carts. One of the biggest reasons for this is trust issues. Customers often start the checkout process on a site only to discover it doesn’t have the security or privacy features they are looking for. One way to ease their fears and build trust is by showcasing customer testimonials on checkout pages.

Simplify Your Testimonial Process and Boost Credibility

Testimonial simplifies the process of building trust and credibility for businesses. Our software allows an accessible collection and display of authentic client testimonials featuring:
  • Video and text options
  • Embeddable wall of love widget
  • Clever Email Assistant
  • Third-party review imports
Transform your business reputation with our powerful testimonial software. Start building your Wall of Love for free today, and watch your credibility soar!
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Written by

Damon Chen
Damon Chen

Founder of Testimonial

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