It’s simple, really. If your testimonials sound vague, your entire page loses Credibility.
Consider the testimonials example to the right from a landing page that is selling an online photography course.
The first thing to note is the hyperbole-laced testimonials. We’ve all seen them before: statements claiming the product or service is life changing, amazing, mind blowing or a game changer.
I very much doubt that this photo course saved Cathy’s life. And that makes me start to tune out.
It continues in the fourth testimonial: "Reaching out to Megan is one of the best things I've ever done!"
I think it would be stronger if the first sentence was removed — hyperbole is a Credibility killer (luckily, our Dejargonator Chrome Extension can help with that, too).
Analyzing the testimonials further, I made several observations (see right).
I’m a photographer, and also a man, and seeing that all of the testimonials are from women makes me stop and wonder if it’s a course solely for women. It’s wonderful if that’s the case, but from the information presented I’m a little unsure.