You’ve nailed down getting visitors to your site, but how do you convert them into leads or customers? One way is to include testimonials on your website. Testimonials are a form of social proof that consumers look for to learn more about your product or service. In this blog, we’ll discuss the importance of testimonials and where to add them to your website. Then, we’ll share five compelling examples of testimonials on websites to help inspire you.
What is a Testimonial, and Why do They Matter?
A testimonial is an endorsement of your brand from your happy customers. They come in many forms but share one thing in common: approval of your product or service. Consumers who visit your website will be looking for testimonials and reviews for proof.
It’s no longer enough to make promises to your audience. They need proof. This is why proof-based marketing is key to building trust with your audience and increasing sales.
Nine out of ten people agree they trust what a customer says about a business more than what the business says about itself. Furthermore, 72% of consumers say positive testimonials increase their trust in a business.
Needless to say, testimonials matter.
Where Should You Add Examples of Testimonials on Websites?
Testimonials are a powerful addition to your website when used correctly. There are multiple ways you can add testimonials to your website.
- A dedicated page to your customer testimonials
- Highlight your customers on the home page (or as a hero image)
- Include testimonials in your blog post content or sidebar
- Transform testimonials into case studies to share on industry pages
- Share testimonials on pricing pages or at the checkout
- Embed widgets at the bottom of a page connected to social media hashtags
We recommend using a variety of the options listed above. Let’s look at some compelling examples of testimonials on websites to help inspire your website.
5 Compelling Examples of Testimonials on Websites
Our first set of examples of testimonials on websites comes from Slack. They do a phenomenal job of displaying a variety of testimonials on their customer stories page. At the top of the page, Slack highlights three well-known brands with an image, header, and link to the whole story.
As you move down the page, they feature three more testimonials. However, they look different than the previous. We see an auto-playing video (no sound) to draw attention and a quote with the name and title of the customer.
The remaining space of the page is left for all their other customer stories. Each one is shown as a widget with an image, logo, and header. You can even filter the stories by industry or by the size of the business.
Tips for Success:
- Add variety to your customer stories page
- Include video testimonials as they’re more likely to convert
At Boast, we love to share our customers’ stories. They can be found throughout the website in a variety of ways. What I want to highlight today is our pricing page. For a SaaS, or Software as a Service, the pricing page is a pivotal point in landing the sale.
As leads move down the page, they can see a carousel of what our customers are saying about Boast. This carousel displays a widget to the video testimonial with a header and short quote.
This is an excellent way to convince those leads who may need a small push to hit that “Start Free Trial” button. Not only does this carousel provide “at a glance” testimonials, but you can click on the widget to hear their full story!
Tips for Success:
- Find the right tool to display interactive widgets on your website.
- Understand the pivotal moments for your leads and add testimonials as a selling point
An excellent source of examples of testimonials on websites comes from HubSpot. From its large database of case studies to testimonials on product pages, HubSpot knows what to do.
In their case study directory, you can filter through the case studies based on industry, company size, region, and product (since they offer multiple). Each success story highlights the customers’ pain points and how HubSpot was able to help them.
Hubspot also does a great job of including testimonials on their product pages. As prospects move down the page to learn about the product, they will find social proof and customer success stories.
Each testimonial has a video thumbnail image and the customer’s logo. When clicked on, a pop-up video player will appear so the prospect can watch the video without leaving the page.
Tips for Success:
- Include filters on your testimonial pages so visitors can easily filter through your proof.
- Share relevant customer testimonials on product pages.
Next, let’s talk about examples of testimonials on websites that sell products. Reviews and testimonials are vital if your business sells a product. Proactiv shares customer reviews (a more straightforward form of testimonials) on each product.
Proactiv offers skincare products that, when used consistently, will help give you clear skin. However, making promises will not convince someone to buy your product. You need proof.
Seeing customer reviews and star ratings are helpful, but visual testimonials seal the deal. Proactiv uses interactive before and after photos to show prospects how their product works on real people. These images engage the consumer and could convince them that the product could work for them.
Tips for Success:
- Add customer reviews and star ratings to product pages.
- Use interactive elements, like a before and after image slider to engage your audience.
If you’re looking for examples of testimonials on a home page, look no further. Teamwork seamlessly blends their customer testimonials into their home page design.
Near the top of the page, we find a full-width quote testimonial with a headshot of the customer. As you move down, you read about the features and benefits, which are backed up by testimonials.
At the bottom of the home page, we can find even more testimonials in the form of quotes with headshots. Teamwork shares various images and text, which helps to keep the consumer engaged. They may want to consider adding video testimonials for another layer of proof in the future.
We also noticed Teamwork includes a CTA or call-to-action near every testimonial on the home page. The CTAs were not too repetitive and provided the consumer multiple opportunities to sign up.
Tips for Success:
- Add CTAs near testimonials and vice versa. After a visitor sees proof, they may be ready to sign up.
- Don’t make every testimonial look the same. Add variety to the text and images.
We hope these examples of testimonials on websites were inspiring and helpful. Understanding what works best for your audience and brand is essential to sharing powerful testimonials. Keep our tips for success in mind as you incorporate testimonials on your website.
Posted in: Social Proof