It is a proven fact that using customer testimonials (quotes, logos, names, photos, videos, etc) on your landing page increases the visitor engagement, reduces bounce and increases conversions. This simple case study by Wingify way back in 2011 does a good job of explaining the difference with/without testimonials using A/B testing.
2013 has been a landmark year where many companies having realized the benefits, have taken this head-on and started showcasing their customers on their home page! . This in my opinion has brought about a much welcome change in the personalization and user experience. The non real stock images got replaced with real people that you and me can connect with. It no longer sounds like you are talking with the automated phone support machine. And it goes without saying that it has improved all the landing page metrics drastically.
I have listed some of the most impressive ones below.
Do keep in mind that the companies showcased below have some of the best marketers on their team, and it goes without saying that they keep continuously changing and optimizing their pages on a daily basis. As a result what you see on a specific day might be different than the screenshots below. Nevertheless, using testimonials on the home page is still a best practice from an outcome perspective.
you can also see other 24 usages of customer testimonials in my recent article – Customer Testimonials: 25 Ways to Boost your Marketing (w/ examples & best practices)
1. Hatchbuck (www.hatchbuck.com)
(Source: Hatchbuck Website. 11-Jan-2014)
What i like about Hatchbuck is that this lovely lady with the beaming smile is so fresh and welcoming. she occupies almost 1/3 of the screen, but worth every pixel ! very simple and clean design. Even in the rest of the page there is a generous spread of customer photos and stories, and the marketing message that is delicately woven into them. Very effective in giving that first impression that it is all about the customers.
2. Helpscout (www.helpscout.net)
(Source: Helpscout Website. 11-Jan-2014)
What i like about Helpscout is that it is very effective use of a combination of customer photo and quote. Using the customer’s quote as the marketing message is very smart – simple support system. very powerful. It effectively gives the impression that the customer is talking your voice.
3. Infusionsoft (www.infusionsoft.com)
(Source: Infusionsoft Website. 11-Jan-2014)
What i like about Infusionsoft is the slider with many stories. saying the same things – grow sales. save time to do fun things. It gives the impression that it is providing value to the customers as a group (versus 1 customer). the power of group consensus.
4. Google Analytics (www.google.com/analytics)
(Source: Google Analytics Website. 11-Jan-2014)
What i like about Google Analytics is that it is a dynamic set of testimonials. It keeps changing randomly for every visit. Though it is a set of 3 stories (my guess), the good thing about dynamic set of stories is that firstly – the surprise element makes it more interesting for repeat visitors. its no longer the same predictable content. so there is a reason to stop by. secondly but more importantly – it assures your customers that other customers are happy. do not forget that it is not just your prospects that visit your home page, but your customers too. even if it is to log-in to your account.
I am sure i must have missed out some others. please share via commenting if you know of other awesome sites.
Summary: Bottom-line, using customer testimonials as the center-stage on your home page is very effective in increasing the visitor engagement and experience. And it goes without saying that it reduces bounce and increases conversion.
also see more of my recent posts
Now over to you. please let me know your views by commenting below. thanks.
by Anupam Bonanthaya
Anupam Bonanthaya is an experienced Customer Success Marketer and the Founder of CustomerRivet – The Social Proof Marketing Experts
Rivet.ly – Hosted Our-Customers Page
Get More Leads and More Conversions by Optimizing the use of Testimonials, Success Stories, Case Studies, Videos, Reviews, Customer Photos, Tweets, or any other Social Proof, in your Marketing.
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