Why People Don’t Trust Your Landing Page Testimonials

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Testimonials are all about trust. Yet despite federal laws against fake testimonials, they appear to be rampant in the online marketing world. While there are no apparent large scale studies investigating exactly how common fake testimonials are, we do know that Yelp already filters out 20% of their reviews as “suspicious.”

Meanwhile, roughly 90% of people assume that testimonials found inside of marketing messages are “made up.” In other words, while they might trust reviews on an Amazon product page or some other non-sales platform, most consumers do not trust testimonials when they see them on landing pages.

How do we deal with these trust issues as marketers?

Are “Celebrities” The Answer?

According to research by Nielson, 68% of consumers trust consumer opinions posted online. At first, this seems to suggest that testimonials from “people just like you!” should be more effective than celebrity endorsements.

Unfortunately, this rationale breaks down as soon as we stop talking about “reviews” and start talking about “testimonials.”

In fact, testimonials in general are often overrated. A peer-reviewed study found that union members weren’t any more likely to switch from brand name to generic medications if a mailing contained a testimonial from one of their peers, even if they were from the same union.

Apparently peer testimonials either aren’t authoritative enough, or they aren’t trustworthy enough. This is where “celebrity” can be somewhat helpful. That said, we have to be careful with what we mean by that.


Here’s an example. Neil Patel was able to double his conversions by sharing testimonials from big brands, as opposed to testimonials from medium-sized businesses. QuickSprout still uses a floating box of Michael Arrington from TechCrunch to draw conversions.

But it’s important to note that Michael Arrington isn’t just saying “QuickSprout is great and they made me really happy.” He’s getting very specific:

He’s giving specific numbers and time frames, which makes the testimonial far more trustworthy. It’s not just about TechCrunch endorsing QuickSprout. It’s about QuickSprout producing results for TechCrunch. This assures us that Michael Arrington is genuinely pleased with the experience, rather than leaving us with the impression that Neil Patel gave him some money to say something nice about QuickSprout.

A lack of specificity isn’t the only problem you might run into. Beware of the relevance problem. If the celebrity in question isn’t relevant to the brand, your results could be mediocre, or even counterproductive. A study conducted by the University of Colorado Boulder found that celebrity endorsements can cause people to transfer a celebrity’s personality traits to a brand they are endorsing.

In the study, participants read a series of celebrity stories, including one about Jessica Simpson and a brand she was supposedly endorsing. After the study, they were asked to evaluate the brand. The participants would call the brand “sexy and fun,” but they would also call it “ditzy and weak.”

Instead of grabbing a testimonial from somebody just because they’re popular, it’s important to select a testimonial from someone who will be perceived as a relevant expert. This is not quite the same as an endorsement from a celebrity, nor is it in the same category as “people just like you!” In fact, at the end of the day, it’s not even about popularity. Instead, it’s about authority.

The key is to seek out relevant authority figures whom people already trust and to encourage them to evaluate the product in question.

These people don’t necessarily need to be household names. They just need to be people that most of your consumers wouldn’t assume can be easily bought, people who can be easily verified as trustworthy with a quick Google search.

The Power of Photographs

Most tests seem to suggest that testimonials from authority figures tend to work much better than testimonials from everyday people. But what if you don’t have the kind of pull it takes to get an influencer’s feedback on your product?


Even Shopify’s new POS sales page uses testimonials from typical consumers.

Are we really expected to believe that testimonials like these aren’t working?

The solution is to remember why authoritative testimonials work. It’s not necessarily because the person is well known; it’s because the visitor knows they are real and trusts the message. This isn’t usually possible if the testimonial is from an “average Joe” who may or may not even exist.

There is one very important exception to this, however: the power of photographs. Consider what 37 signals pulled off just by including a large image of a “typical” customer, along with their testimonial, as the principle component of their landing page:


Simply including a large image of the customer next to their quote boosted conversions by 102.5%

It wasn’t just because visitors liked the look of the customer, either.

In this case, the individual person didn’t seem to matter much at all, surprisingly. They tested several different customer photographs, both male and female, and got essentially the same results.

These customers were relevant, and as leaders in companies they could certainly be considered experts, but they certainly weren’t celebrities and they couldn’t really be considered authority figures either.

There’s some evidence to suggest that this might be true in broader circumstances. According to academic research published in the Psychonomic Bulletin & Review, people were more likely to believe a statement if it was accompanied by a photograph, even if the photograph didn’t contain any direct information related to the statement.

It seems that photographs of customers assure users that the review isn’t fake (assuming the customer doesn’t look like a paid model).

Why Your Testimonials Shouldn’t Be “Perfect”

Here’s a strategy that’s more than a little counterintuitive: Include a testimonial with at least a few arguments against your own immediate self-interest.

Why on earth would you want to do this?

Well, according to research by Dr. Elliot Aronsen, who is considered to be one of the top 100 psychologists of the 20th century, this is the most effective way to build instant credibility.

He and his colleagues devised an experiment where participants read a fictional newspaper article about an interview with Joe “The Shoulder” Napolitano, a convicted cocaine smuggler and dealer.

Half of the participants read a version of the interview where Joe argued for stricter courts and severe sentences. The other half read a version of the interview where Joe argued for looser sentences and more lenient courts.

When Joe argued for lenient courts, he was completely ineffective at changing people’s minds. But when he argued for stricter courts, he was incredibly effective.

While these results might not exactly be earth shattering, they definitely demonstrate that it’s easy for anybody to be perceived as credible as long as they are arguing against their own apparent self-interest.

What does this have to do with testimonials?

Well, while reviews and testimonials aren’t quite the same thing, research has shown that people who see a wider range of positive and negative reviews are more likely to make a purchase. In our post on consumer reviews, we shared academic research which demonstrated this to be true.

Research by Reevo has also found that 68% of consumers trust reviews more when they see both good and bad scores. The shoppers who went out of their way to find more negative reviews were also 67% more likely to make a purchase.

Clearly, it would seem odd to post a testimonial in the middle of your landing page that outright told visitors not to buy your product. In fact, it would be so odd that visitors would probably assume it was some kind of reverse-psychology trick. I’m not arguing for that.

Instead, I’m asking for you to *test* landing pages with testimonials that qualify your statements. Include a testimonial that says something along the lines of: “This product isn’t for [so and so], it’s for [so and so].”

Use a testimonial that will rule out the kinds of customers who won’t be satisfied with your product anyway.

If you’ve been in business for a while, you already know that this kind of thing ultimately works in your best interest.

From the consumer perspective, they can immediately realize that you wouldn’t include a testimonial like this unless you were playing the long game. It assures them that you aren’t trying to rip them off for short term gain, because if you were, these testimonials would be hurting your bottom line.

Use Testimonials with Precise Figures

The QuickSprout example in the first section above works not just because TechCrunch is an authoritative site, but because Michael Arrington shares a specific example of how Neil Patel was able to help him. This makes things more concrete.

But according to research performed by Dan Schley and approved by a committee of three professors at OSU, Neil might have been able to squeeze even more value out of the testimonial by asking for more precise numbers from Michael.

Here’s why.

In the experiment, Dan Schley asked the participants how believable a statement was. The statement said either that 60% of American households recycled, or 60.37% percent recycled.

The participants were far more likely to believe the precise number over the rounded number.

78% of those who chose the more precise number said they chose it because it implied accuracy.

Of course, it’s not always possible to include testimonials with precise figures. Not all of us have customers who are trying to boost web traffic or lose weight.

Thankfully, this principle applies to everything, not just numbers. The key is to use testimonials that are as precise as possible. They explain exactly why they needed the product, and exactly how it helped.

What We’ve Learned

Landing page testimonials need to be trusted before they can have even the faintest influence on conversions and revenue. Today, we’ve talked about 4 tricks you can use to make this happen:

  1. Use testimonials not (necessarily) from “celebrities,” but from trusted experts.
  2. Use images of your customers and make them the centerpiece of the testimonial.
  3. Choose testimonials that will rule out the kinds of customers who will be dissatisfied with your product. Arguing against your own short term interests builds credibility faster than almost anything else.
  4. Choose testimonials that are as precise as possible about the problem they faced and how the product helped, using precise numbers when possible.

So there you have it. If this helped, I’d love it if you passed this along to somebody else. And if you have something to add, I’d like to hear it in the comments. Thanks for reading.

— Pratik Dholakiya

About Pratik Dholakiya
Pratik Dholakiya is the founder of Growfusely, a content marketing agency specializing in content and data-driven SEO. He regularly speaks at various conferences about SEO, Content Marketing, and Entrepreneurship. Pratik has spoken at the 80th Annual Conference of the Florida Public Relations Association, Accounting and Finance Show, Singapore, NextBigWhat’s UnPluggd, IIT-Bombay, SMX Israel, SEMrush Meetup, MICA, IIT-Roorkee, and other major events. As a passionate SEO and content marketer, he shares his thoughts and knowledge in publications like Search Engine Land, Search Engine Journal, Entrepreneur Magazine, Fast Company, The Next Web, YourStory, and Inc42, to name a few. He can be found at Twitter @DholakiyaPratik.
» More blog posts by Pratik Dholakiya


  1. Matt

    Great tips, Another suggestion I offer my clients is to encourage handwritten testimonials, show them on the landing page as a thumbnail (with a text excerpt ) and link to the full scanned PDF version. This looks very authentic.

  2. Adam

    What about video testimonials? Takes away all doubt and gives automatic credibility. They aren’t as expensive as people think to create and are much more engaging than photos and images. We use them but then we are a video company!

    • Anupam

      Adam, videos are invaluable but will probably not replace text and photos in their ability to grab attention in 1-2secs. just enough to tempt a stop by. Even a 6sec video is still a deep dive

  3. Emilie

    This article is very helpful!! I was in the process of researching testimonials for my company and your post has provided exactly the information I need to get started; not to mention it has saved me valuable time. Thanks for sharing your knowledge.

  4. Dee Dee

    Great advise. I didn’t realize the filters that are associated with searches.

  5. Andy Kuiper

    Good topic Pratic :-) SMB’s, in their quest to stay ahead of their competitors, sometimes allow for ‘created’ reviews… I can spot them a mile away.

  6. Scott Bradshaw

    This is outstanding. Good research Pratik. I do have real testimonials on my site (but used sparingly), and the idea of using photos along with them never occurred to me. Also, I like the idea of using ‘qualifying’ testimonials, although I’m not sure that I have any (again, I’m using real testimonials!). The information you provide here is very specific, and I’m 93.78% satisfied with it ;). I’ll be earmarking this one for future reference.

  7. Daniel Smith

    During my research into testimonials one of the big issues I found was that people are losing faith in them… The fact is that there are too many ways to get fake ones like on divert for example (just search for testimonials) this is sad because testimonials are one of the oldest forms of word of mouth marketing. Whether you believe it or not,some might say the bible was built out of testimonials, ourcourt systems use eye witness testimony..

    It all boils down to the triangle of trust as I like to call it… We are more likely to trust someone it’d if someone else trusts it.

    So I decided to build a system around testimonials which is about to go into testing to help people trust the testimonials they see on websites. If any of your readers @pratik Would like to join up for an invitation to the testing they soul visit http://squib.ly

    Thanks for the great read.


  8. Anupam

    Pratik, awesome. i would totally agree with all four of your suggestions. We have a blog on best practices for testimonials, and i am going to put a reference to your post in our recent article about fake testimonials (http://customertestimonials.wordpress.com/2014/02/01/best-practices-fake-it-till-you-make-it-does-not-apply-here)

    also, on the topic we are doing a survey to understand the challenges in creating and using testimonials. with your permission i shall leave a link here. i am sure it will be useful to everyone who see value in testimonials https://www.surveymonkey.com/s/B8DS8H2

    thanks, anupam

  9. Megan

    Great article. Too often I hear marketers encourage testimonials, but this dives so much deeper and adds examples for each “best practice” at that. Thanks for sharing! I will definitely be referencing in the future. What do you think about a dedicated page for testimonials vs. incorporating them in the shopping funnel?

    • Anupam

      Megan, I would recommend using them in the shopping funnel since that will give you an opportunity to showcase only the relevant ones as per the steps/stages. Much more engaging than pointing people at the haystack. Of course the testimonials page helps the show of strength.

  10. Angela Slupe

    Informative article. Your points make sense and will be something that I will reference in the future. I especially like the idea of incorporating pictures into testimonials to give life and trust behind the statement.

  11. Georg

    Pretty much straight forward and precise. Thanks for sharing the info.

  12. Todd Huotari

    Do you have any suggestions for how to get camera-shy customers to allow you to take and post a picture of them with their testimonial?

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  14. Sonya Herbert

    Hi Pratik,
    I am just in the process of gathering testimonials for my website and your article has made me think a little bit more about how I present them. I was going to add some video testimonials as well but I will mix it up a bit. Thanks for the great psot.

  15. Ben Winters

    It comes to mind that new landing page at http://www.google.com/analytics/ is using a lot of these ideas.

  16. Annabelle

    I found this article really informative, thank you!

    A large part of our business is based on word of mouth. In our trade (residential electrical), almost half of our business is fortified by word of mouth and repeat business.

    Testimonials are very important as it shows potential new customers that the electrician arriving at their door is someone they can ultimately trust! However, due to the nature of our service (our electricians work closely with home owners) it can be hard to get our customers to follow up with a review (on google, facebook etc.) or take a few minutes to send an email for us to post a testimonial on our website.

    A year ago I decided to provide a comment card that the electrician could give to the home owner, which they would then give back in a sealed envelope (to allow for a sense of privacy and honesty). We’ve closed in at 700+ comments since we started last February and I have been able to scan them and get them posted on our website, in social media photo albums, posts and include in some of our print advertising. Personally, I think hand written testimonials provide depth and credibility versus those just typed out on the screen. I really like the idea of adding a photograph to accompany the testimonial — another layer that I’ll need to figure out!

    The only issue I have seen so far is that clients are rarely willing to leave anything negative — we know we are good at what we do, but we also know there is room to grow. I often wonder if its the format of the card or just that because the electrician is present (although not watching them write the card) that they don’t feel comfortable offering up some constructive advice.

    Anyway, this was an excellent article to stumble on – I’m saving it to my bookmarks for future reference! Thanks again :)

  17. Jim

    Quote from article: “Most tests seem to suggest that testimonials from authority figures tend to work much better than testimonials from everyday people.”

    I’d really like to know about these tests? if anyone can refer me please!

  18. James Darlington

    Very apt post following the systemic problem Amazon currently has with fake reviews.

    A ‘must share’ post

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  20. James Smith

    Informative article. Your points make sense and will be something that I will reference in the future.

    Thanks for sharing the info.

  21. Kinoded

    For online store reviews still affect the value, especially with photos. In every category of commercial and non-commercial, for example to take a movie theme – comments and feedback are crucial, also in the business.

  22. Javed

    I never trusted testimonials because i thought they are all always “Made-up” or “Paid”.

  23. Nathan Williams

    Excellent article with clear evidence to back up the points. This will help a lot. Thanks for taking the time to put this together!

  24. Gerald Leckie

    I use my testimonials form LinkedIn, then link back from them. It makes it more real when they can fit a profile to the review.

  25. Alexander Horst

    Hey Pratik! Excellent article.
    “Meanwhile, roughly 90% of people assume that testimonials found inside of marketing messages are “made up.” – Can you please add the source of that statement, the link is not working. I am writing on my Thesis and would love to get a verified source for that.

  26. therealscot

    I usually provide a link with y testimonial to the original source.