Testimonials

One of the most powerful things you can do on your Web site to convince people to do business with you is the principle called social proof. Social proof means that people don't make decisions in isolation. They rely on external cues including what other people say.

On your Web site, the simplest way to create this social proof is by using strong benefit-oriented testimonials from past clients.

Why do testimonials work?

• They increase your credibility, because they are third-party endorsements rather than words out of your own mouth.
• They use the social proof principle ("if other people like this, it must be good").
• If you have testimonials from celebrities and known authorities, they also influence the Web site visitor even more.
• All of these combine to increase your conversion rate from people who visit the site.

My advice for displaying testimonials

Some Web sites make the mistake of hiding all their testimonials away on a "testimonials" page. But that's a mistake. It's better to show testimonials on the pages related to that particular product or service. For example, if you have a particularly good testimonial from a client who bought a product, then the page about that product could have this testimonial on it. This is more powerful than putting it on a separate testimonials page.