Why are Customer Testimonials So Important on Landing Pages?
Because they’re powerful motivators for conversion:
- They’re from real-world, relatable people. This increases the personality of your landing page.
- They’re from people similar to the people visiting your page. This increases the chance that your visitors will trust the rest of your landing page message/copy.
- They can discuss specific value points which you may not otherwise be able to talk about.
- They can offer trustworthy, case-study-like numbers and experiences. This provides context for the value of your offer. For instance “Thanks AcmeSaaS! Your analytic platform helped us deliver a 84% increase in site traffic, resulting in an ROI of more than 235%! Cheers!”
For the complete answer to “Why are customer testimonials so important?” check out our article Landing Page Customer Reviews: The How, The What, and the Wherefore.
Consider that Google Analytics has had a testimonial at the top of its homepage for more than 3 years now. This is a Google platform used by hundreds of thousands of businesses every day. They A/B test constantly, and yet….
“Google’s analytics products helped us improve engagement by 33% and click-throughs by 21% for content promotions on our homepage.”
Mia Vallo – Sr. Director, Marketing Analytics, National Geographic
I’ll quote from my own, more complete, article on customer reviews and testimonials…
“The value of engaging with your business is never clearer than when a previous customer is willing to stand in front of your business and say “Seriously, this company behind me had a huge influence on my own success.””
Consider also that no modern internet user purchases a single thing without reading reviews for it. Think back to Christmas and that month of online shopping. How many reviews do you think you looked at during that time period?
Or movies. Will you watch a film if Netflix, Rotten Tomatoes, IMDB or your friends haven’t recommended it?
Your business (no matter if you’re ecommerce, hospitality, SaaS, tourism, B2B or an auto shop) is no different. Customer testimonials and reviews are the word-of-mouth of the online world, and they’re no less important
A few customer testimonial best practices:
- Be sure you feature the full name of your customer. This improves relatability and drives trust.
- Be sure you feature the face of your customer, if possible. This is one of the biggest trust factors out there.
- Go subtle. Something like…
- Don’t be scared to ask for specifics. A specific review or testimonial is infinitely more powerful than a generic “You guys were great. Thanks!”
- “You mentioned in a review that you appreciated how helpful our customer service team was. Do you mind expanding on what it wa that stood out to you?
- “You mentioned in our support chat that you found our platform easy to use. What specifically made it simple, or more intuitive, than tools you’ve used in the past?”
- “Our analytics graph shows that between November and January you guys increased landing page conversion rates by 84%. Do you mind telling us how that affected your bottom line?
- “You mentioned in an email that “you’d been looking for a tool like ours for a while now.” Can you give a little more detail about what made the difference? And what were the primary pain-points you were experiencing before?