How to Optimize Website Testimonials for Maximum Conversions
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Here's a meta story for you: This newsletter is about the importance of testimonials, and my story is about how yesterday a testimonial got me to finally sign up for a newsletter campaign program I’m now kicking myself for not doing a year and a half ago.
Have you ever subscribed to a newsletter and the page that appears immediately after suggests a few additional newsletters for you?
If so, that's the gist of Kit’s Creator Network. You sift through the network and select newsletters to recommend to your new subscribers. Other creators see if you've recommended them and can reciprocate.
When Kit kicked it off in summer 2023, they did all the usual things, sending out barrages of emails encouraging Kit users to sign up.
For whatever reason, I never gave it much thought and didn’t sign up. But yesterday, another creator I admire was featured for her use of Creator Network.
So I watched this video where she talks about how her newsletter has gone from about 25,000 subscribers to about 65,000, and she thinks around 2/3s of that growth is due to this network.
Once I heard her testimonial, I decided to finally take a look at it. I not only signed up, I spent a serious chunk of time tweaking my profile and strategizing how to entice other creators to recommend me.
I already have people recommending my newsletter, which is fantastic, but I'm still irritated with myself for not doing it prior. 😤
Regardless, it nicely demonstrates the power of a testimonial.
Testimonial Stats
Did you know that 92% of people read testimonials before making a purchase?
Testimonials play a critical role in the know, like, and trust factor that MUST happen with your audience before they're willing to buy from you.
Why Testimonials Work
Imagine you’re choosing between two service providers. One has glowing reviews while the other has none.
Who would you trust more?
Testimonials act as social proof, showing potential customers that real people have had success with your services and products.
They reduce uncertainty and hesitation that people must overcome before they're willing to plunk down their hard-earned money. 💰
Testimonial Tips For Your Website
If your testimonials are playing hide and seek on your website, you're leaving money on the table. 💸
A well-placed, well-crafted testimonial builds trust, reduces hesitation, and nudges potential clients toward saying YES to your services and products.
This mean we need to make sure they're front and center on the website.
What to do?
First, if you don't have testimonials on your site, get some and put’em up!
Contact past clients and customers and ask them to give you one
Dig through emails and feedback you've received - they're often hidden inside
Second, if you have all of your testimonials stashed away on a single page labeled “REVIEWS” or some such, stop it. ✋🏻🛑
That was a thing in years gone by but now we know better: hiding your testimonials will hurt your conversions.
Testimonials need to be included in key places on your site like just below the homepage hero section, your about page, and services page.
If you have lots of testimonials, then sprinkle them throughout your site like confetti. 🎊
How to Format Testimonials for Best Results
✅ Short & Impactful: Keep them concise and benefit-driven
✅ Use a Photo: Testimonials with photos convert better than those without
✅ Video Testimonials: Even better - real faces = real results! Video testimonials are a powerful trust booster
What Kind of Testimonials Work Best?
📌 Quick Quotes: Perfect for homepage impact
📌 Stats & Stories: Quantitative results and case studies show concrete transformations - great for services page
Tips for Collecting Strong Testimonials
Ask specific questions like:
✔️ What problem were you facing before working with me and how are things different now as a result of working with me? (focus on the transformation)
✔️ How did my service help you?
✔️ What results did you see?
In a nutshell, focus on the transformation that happened as a result of working with you, and you’ll be golden.
Now go forth and review your site to see how you can position your testimonials to increase your sales conversions!
PS - If you need an email campaign provider with powerful functionality and analytics (that does a stellar job of supporting creators and small businesses) check out Kit. (affiliate link)
