The most popular usage of customer testimonials is posting them in your Testimonials page or Our-Customers page, and you are done, which in my opinion is a gross under-utilization of this valuable asset. In this article you will see 24 more ways to utilize them well, along with examples and bonus tips on best practices.
Customer Testimonials help in making your marketing credible, increasing conversions from your calls-to-actions, increasing traffic from your content marketing, and getting you more leads as an end outcome. Therefore they are super valuable, and you can definitely do a better job of utilizing them.
For the purpose of this discussion, when i say customer testimonials, it includes all the formats of customer proof points – name droppings, logos, quotes, photos, success stories, case studies, videos, user reviews, ROI studies, snapshots, spotlights, business benefits and metrics achieved, tweets, social mentions, pins, and what not. (see my recent post to see all the 21 types of social proofs that you can use in your content marketing)
25 Ways to Boost your Marketing using Customer Testimonials
Includes examples/templates/best-practices of testimonials, case studies, reviews, success stories, videos, photos, tweets … or any customer proof point usages
1. Home Page
Displaying your customers on your home page not only means you are showcasing credibility to your claims, but also gives the impression that customers are central to your business. It kills (rather saves) 2 birds in 1 shot. Lets look at an example
Example – About.Me’s Home Page
The Home Page of About.Me showcases the about me pages of its customers. Its so cool ! Makes you want to get your about.me page right away.
Bonus Tip: Understand everybody will not have the luxury of using all the real-estate on your home page for customer testimonials. Wish every product and service was so simple that you didn’t have to explain it beyond your testimonials. In reality home page 1st fold is super premium real-estate, and it is a compromise with many priorities. I would recommend at-least having a small area for testimonials. you could be displaying just 1 that says it all.
also check out this earlier post by me with some cool examples of Customers as Hero Images
2. Products, Services & Features Page
The page where you are explaining the benefits – features is a very good place to show case some relevant testimonials. It helps assure your prospects that people are using those features and are benefiting from them (like you claimed). Lets look at an example.
Example – Square Trade’s Iphone (product) Page
See how the strategic mention of the reviews from Apple App store fits-in to the context. The videos at the bottom are very relevant as well. If you are insuring your phone against damage, nothing is more convincing than testimonials from people who ended up breaking their phones and hence made claims, and got reimbursements – the biggest mental hurdle for buying any insurance policy – will they pay up ?
Bonus Tip – 3 things you need to keep in mind – relevancy, relevancy, relevancy. Testimonials in a product/service or features page makes sense only if it is contextual to what you are trying to sell.
also see this earlier post about contextual testimonials. yet again the example is that of a features page
3. Landing Pages
The single only objective of any landing page is conversion. Every A/B test proves 1 thing for guaranteed – adding testimonials to a landing page increases conversion. period. If you don’t take my word for it, go ahead and test it, and come back to me if it is not true.
Example – Neil Patel’s (Quicksprout) Landing Page
Neil Patel is the guru of SEO and Conversion. If he is using a customer testimonial in every landing page of his, then you know that this is something you should copy blindly ! I am a big fan.
Bonus Tip – Landing Page experts always say one thing – do not distract the visitor away from the CTA (Calls-To-Action) Button. Therefore make sure the testimonials don’t take away the spotlight from the CTA, yet help add credibility to support your claims.
4. Pricing & Plans Page
The Pricing page is very strategic from a sign-up perspective. In addition to addressing all questions and concerns related to cost of ownership, it is an opportunity to provide additional assurance in the form of testimonials from existing customers. Lets see 2 examples
Example 1 – Unbounce’s Pricing Page
In this Unbounce example, the testimonial from Hootsuite tries to assure that choosing Unbounce is a good decision overall by reinforcing the USP of Unbounce.
Now lets look at another example.
Example 2 – 3D Cart’s Pricing Page
In this example from 3DCart, the testimonial from Mike & Karen is trying to assure you that this is a good deal from a cost-package perspective, which also makes sense. Therefore both are good examples.
Bonus Tip – What is the best one for you ? – that’s something you need to test because every case would be different.
5. Sign-up Page
Sign-up is the last stop before someone signs up. Therefore an opportunity to give that extra assurance boost. Lets see an example
Example – Present.me’s Signup Page
Nice clean page with the right pinch of customer testimonial.
Bonus Tip – Just like the Landing Pages, do not take away the spotlight from the main CTA – to sign-up.
6. About Us Page
About-Us page should in-fact be right the opposite. It should be about the customers – it should say why customers should do business with you. Showcasing what other customers say about you is just the right thing to do. Lets see an example
Example – Optimizely’s About-Us Page
7. Testimonials & Our Customers Page
Testimonials or Customers page is where you would consolidate all your customer proof points. This page is still very important because it is one place where your prospects can see the strength of Social Proof – The voice of the crowd. Testimonials and Our-Customers are used interchangeably.
The key here is to organize everything such that it is engaging and helps drive the message across, without being boring. This is one of the top premium pages on your website from a traffic perspective, and it does make sense to use it well.
Lets see an example of a good testimonials page.
Example – Guidebook’s Testimonials Page
In this example from Guidebook, the page is well organised – it is not too overwhelming, but at the same time makes it interesting with the right mix of brands and quotes.
Now lets see an example of an Our-Customers page.
Example – UberConference’s Our-Customers Page
I love the tiered approach taken by Uber Conference here. At the top tier is this testimonial from BeatsMusic that says it all. The 2nd tier is 2 testimonials, more detailed but compelling. The 3rd tier is a bunch of logos. Very engaging way to present your customer testimonials.
Bonus Tip – It is a bad idea to have an A-Z list because this is not a telephone book ! no-one will search for a customer by name. It is a good idea to provide categories at-the-least – like by solution, by products, by industry, by customer segment, by country, etc. and display the search results by relevance (not A-Z). see more in my earlier post on why you should not have a A-Z list
8. Success Stories & Case Studies Page
Success Stories or Case Studies Page is essentially a subset of the Our-Customers or Testimonials page, but limited to those that have a detailed story.
Similar to the Our-Customers page, The key here is to organize everything such that it is engaging and helps drive the message across, without being boring. This is one of the top premium pages on your website from a traffic perspective, and it does make sense to use it well.
Lets see an example.
Example – MongoDb’s Customer Success Page
Bonus Tip – Another important thing in design of these pages is making them conversion friendly. It is a waste if the pages are a dead-end. They need to be designed such that it helps you accomplish that one and only objective of any customer proof point – generate leads. see examples in my recent post about best practices for case studies – Case Study Tips: 5 Examples of how not-to-waste your customer success stories (w/ best practices)
9. Contact-Us Page
Contact-Us page is very similar to the sign-up page. It is an opportunity to provide that extra bit of assurance so that your prospects can contact you. Lets see an example.
Example – Sarah Rudinoff Realtor’s Contact-Us Page
10. Blog Posts
Blogs are the most popular tactic in content marketing. The top objective of any content marketing is to get more conversions from your CTA (calls-to-action) buttons or links. Using customer testimonials provides assurance, and adds credibility, thus increasing conversions. Therefore it is a must have to add testimonials to your blog posts. Lets see 2 examples.
Example 1 – TINT’s Blog Pages
In the TINT example above the Kudos Tweets widget helps to entice the visitors to the blog to convert and visit the website.
Now lets see one more example.
Example 2 – Hootsuite Blog
In this example a customer case study is used as a blog post in itself.
Bonus Tip: You can do both of the above. Use the case study as a blog post, but also use snippets of the case study across rest of the blog and content.
see one more example of the Quicksprout Blog – Content Marketing: Testimonials help increase blog conversions, and get more leads.
11. Press Releases & News
Using Customer Testimonials as a press release or news article is a good way of reaching out to audience beyond your immediate circles. Lets see an example.
Example – Oracle’s Press Releases
Bonus Tip – You can also use testimonials in other press or news releases where you are talking about other things like product launches, new features, etc
You can do Webinars with customers, which is very popular. But in addition, you can also use testimonials to get more sign-ups and attendance for your webinars. Lets see an example.
Example – Unbounce’s Webinar Page
Bonus Tip – It is nice to have the testimonials to be relevant to the CTA (calls-to-action) like the Unbounce example above where people are not talking about Unbounce’s product, but they are talking about how the past webinars were useful to them as attendees. Very contextual.
Newsletters are another important content marketing tactic. The top objective is to get more click-through back to the website. Customer Testimonials help do exactly that – get you more conversion. Lets see an example
Example – Rackspace’s Newsletter
In this example from Rackspace, they are showcasing a snippet of the case study with Data Morphosis and the CTA button is to see the complete case study.
Bonus Tip – You can also have CTA buttons that link to a landing page.
see one more example from the B2C space here – Content Marketing: Increase email newsletter click through and CTA conversions using testimonials
14. Emails – (Auto-Responders, drip campaigns, transactional, etc)
Emails are used for many purposes. It can be for drip campaigns where you keep dripping your target audience with a series of emails with a desired CTA. It can be auto-responders that are setup as a response to specific actions by the user. It can also be transactional emails related to on-boarding, billing, renewals, etc.
Whatever be the reason, there is a good opportunity to include testimonials. Including testimonials would basically help provide that extra assurance for the user to take that next step you desire them to take (aka CTA -calls-to-action). Lets see an example
Example – Influitive’s Email
I got this email from Influitive after i downloaded a white paper. The desired action that Influitive’s team would like me to take would be to visit their products page. The mention of popular names like Act-On, Eloqua, etc adds that extra bit of assurance and prompts me to check out their product.
Bonus Tip – It is a good idea to make the testimonials stand out with logos, photos, etc. Knowing that emails have a tendency to not show images, it is still worth the chance because visual components are much more compelling than plain text. Also email servers like gmail do show images because they pre-screen for malicious images (the primary reason for not showing images), and they also cache the images in their CDN servers (performance being the secondary reason for not showing images)
also see more examples of testimonials in emails here – Email Marketing: Testimonials help increase click through rate, get more CTA conversions.
15. Whitepapers & eBooks
You can club together groups of customer success stories and case studies in the form of eBooks or whitepapers. Lets see an example.
Example – Workday’s Whitepapers
Here in this example, Workday presents 2 of its customer stories in the format of a whitepaper, where they are trying to explain a topic but with the use of a customer as an example. It not only makes it feel more easy to understand, but it also make it credible from a practicality and feasiblity perspective. You sound less preachy when you can relate it with examples.
Bonus Tip – In addition to discussing customer stories in detail, you can also use snippets of testimonials in any whitepaper, very similar to product/service features page.
16. LinkedIn Updates
Social Media is an opportunity to go beyond our know circles in order to reach out to the larger audience and get more visibility.
Lets star with LinkedIn. Post your customer testimonials as updates in LinkedIn. Lets see an example
Example – Tegile’s LinkedIn Updates
The cool thing about the updates by Tegile is that the images are self explanatory.
Bonus Tip – In addition to getting the word out, you should also think about getting traffic back to your website. From that perspective, it would be a good idea to provide back links to your Our Customers page or even your Home page, if not a landing page.
17. Facebook Pages
Similar to LinkedIn updates, post your customer testimonials on your Facebook pages.
Lets see an example
Example – OfficeVibe’s Facebook Page
I love the CultureSpeak videos by OfficeVibe. They are recordings of interviews with the HR person (or whoever is responsible for the company culture) at the customer side, over google hangout. Very interesting.
Bonus Tip – Like i said earlier for LinkedIn updates – the idea of any posts in social media would be to get traffic back to your website, therefore you need to post just the teaser and people need to click on the back links for the main course .
Correction : I got a clarification from OfficeVibe – saying that the CultureTalks video interview series is not necessarily with their customers, and hence they are not intended as testimonials for OfficeVibe. I stand corrected, but I would still like to retain it here because i think this is still a best practice, and a valuable social proof as such. And nothing stops someone from doing similar interviews with their customers, using them as testimonials, and posting them on facebook.
read more about it here – Best Practices in Video Testimonials
18. Tweet It (Twitter)
Tweet out your customer testimonials. Lets see an example
Example – Microsoft Education’s Twitter Page
19. Pin it (Pinterest )
Pin the images and photos. Lets see an example
Example – Wine and Design Australia
20. Instagram It
Post it on Instagram as well. See an example below
Example – SideKicker’s Instagram Pages
You can convert all your testimonials into a slide deck format and post it on Slideshare. Lets see an example below
Example – Genesys’s Slidshare Pages
Bonus Tip – You can also post your case studies and success stories as slides on Slideshare, and then embed it into your pages everywhere.
Create videos of your customers and post it on Youtube.
Lets see an example
Example – Rockwell Automation’s Youtube Page
Bonus Tip – You don’t need to always shoot professional videos that come at a big price. You can do user generated videos. You can also convert your case studies and success stories into a video like the example above.
Advertisements are a big area in itself. You can do a lot – traditional media ads, PPC ads, Native ads, Sponsered ads, etc. Here i am just giving some traditional media examples.
Example – SAP Ads
Example – Oracle Ads
Bonus Tip – Stay tuned for a followup post with more details about Customer Testimonials in Advertisements.
24. Analyst Interview (Analyst Relations – AR)
Industry analysts are always tracking and evaluating companies. Testimonials from existing customers help make your case strong. Check out this example
Example – Marketo in Gartner Magic Quadrant (for CRM Lead Management)
25. Earnings Call (Investor Relations – IR)
Name dropping of recent customers is the best way to showcase credibility during earnings call. check out this example.
Example – Salesforce’s (SFDC) Earnings Call
These were the 25 ways. I am sure i have missed some more. If you have other examples please share via commenting.
Summary – You can do a whole lot more with your Customer Testimonials than just posting them in your Testimonials Page. Above you could see 25 ways of using them. Go ahead and make your marketing kick ass with your customer stories.
If you feel this is valuable, please LIKE and SHARE it with your friends. Appreciate it.
thanks & regards, anupam
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.