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  • 12 Posts To Perfect Your Customer Testimonials

    12 Posts To Perfect Your Customer Testimonials

    People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.” – Mark Zuckerberg

    Customer testimonials are a form of word-of-mouth marketing that play heavily into the psychology of social proof. Done right, they can be incredibly effective for your business, tipping that wavering prospect into a paying customer.

    These 12 posts will cover all your burning questions on customer testimonials and then some. Enjoy!

    1. How to Create Captivating Customer Testimonials

    Post by Gregory Ciotti on HelpScout

    Instead of summarizing this post, I am going to pull out two standout quotations. They do a much better job of explaining the importance of customer testimonials in far fewer words.
    Nothing draws a crowd quite like a crowd.” –P.T. Barnum
    Your customers will always be more persuasive than you.” – Gregory Ciotti

    2. Why Your Customer Testimonials Are NOT Working

    Post by Steve Young on Unbounce

    Your customer testimonials may actually be hurting your conversions by taking up valuable real estate on your website. Learn how to do it right, by looking at how people have done it wrong.

    3. 7 Creative Ways to Get Customer Testimonials

    Post by Kristi Hines on KISSmetrics

    How can you get your customers to write or record reviews about your company? Learn how you can leverage the interwebs: Facebook, LinkedIn, YouTube, local search directories, Google alerts (and the list goes on) to gather testimonials and increase your credibility.

    4. Online Testing: 6 test ideas to optimize the value of testimonials on your site

    Post by Selena Blue on Marketing Experiments

    Above’s blog post is an example of how customer testimonials increase conversion, now this post will share six test ideas that can increase the force testimonials have on your website. Not sure where to put your customer testimonials on your landing page? Not sure if you should have a long testimonial or a short one? Should you add a rating scale? What about geo-targeting? Images? These are all elements you can test. Because, after all, you should always be testing.

    5. How WikiJob increased sales by 34% by A/B testing customer testimonials

    Post by Paras Chopra on Visual Website Optimizer

    You want proof that adding customer testimonials will increase your conversions? Well this post is it. It may be a bit old, but it serves as a reminder that including testimonials can increase conversions, trust and sales.

    6. 10 Quick and Simple Ways to Power Up Your Customer Testimonials

    Post by Dean Rieck on Copyblogger

    You’re a copycat. I’m a copy-cat. We do what others do simply because others are doing it. And that’s why you should leverage customer testimonials in your marketing. This post covers what you can do with your testimonials once you have them.

    7. A Marketer’s Guide to Accumulating Awesome Online Reviews

    Post by Corey Eridon on Hubspot

    76% of consumers regularly or occasionally use online reviews to determine which local business to use. How can you generate positive online reviews for your business? I know what you’re thinking, a customer testimonial isn’t exactly a customer review, but these tips are transferable to customer testimonials.

    8. The Art of the Customer Testimonial

    Post by Eloqua

    By now you should be convinced that customer testimonials are important. And up until now, we’ve covered written testimonials, but Eloqua makes the case for video testimonials. They give you a couple of examples, even though they do toot their own horn doing it (sneaky & smart).

    9. Seven Ways to Get Great Customer Testimonials

    Post by Sue Duris on Marketing Profs

    Please, for the love of marketing, do not fake your customer testimonials! Sue Duris puts this faux-pas practice into perspective quiet well: “Aren’t you in the business of building trust? What does that say about your company?” Zinggg. Well said Sue. Being genuine goes a long way. This post will outline seven ways to get great customer testimonials, starting with building a great product and involving your customers in the beta test. So no it’s not just about collecting customer testimonials after the fact, it starts well before that.

    10. How to Get Testimonials for Your Business or Blog Using Twitter for Social Proof

    Post by Kristi Hines on Kikolani

    Take your 140 character mentions and retweets and turn them into a testimonials. Collecting them is easy, and publishing them even easier! Yes, Kristi Hines makes this top 10 list not only once, but twice. What an all-star. She knows how to leverage your tweets and will show you how and more importantly, tell you why it’s important.

    11. Use Video Testimonials to Increase Conversions

    Post by Annika Martins on Problogger

    How do you push your product or service on someone without prancing around, saying you’re the best and ultimately pushing your product on someone? Testimonials! Let someone else be your soap box. And why not use video testimonials to do it. The title of the post is a bit misleading – it dosen’t only cover video testimonials, but preaches the importance of a dynamic testimonial strategy versus a stand-alone testimonial page.

    12. How to use social proof to increase conversions

    By Blair Keen on Econsultancy

    If you aren’t convinced yet about the power of social proof, this post will do the trick. It also has one last section on, you guessed it, customer testimonials. And preaches that testimonials should be thoroughly tested. So don’t be afraid of switching up your customer testimonials to see which perform better on your landing page or website.


    There aren’t thousands of posts on the topic of customer testimonials believe it or not. So please feel free to share others in the comments, to make this resource list longer & better.

    — Stefanie Grieser


    Write For The Unbounce Blog

    About Stefanie Grieser
    As the 9th employee at Unbounce, Stefanie Grieser has gone from scrappy startup marketer to passionate, scale-up leader, heading up international markets, partnerships and events. She was named top 100 female marketers to follow and loves turning a good idea into an impactful, memorable experience. Find her on Twitter @smgrieser.
    » More blog posts by Stefanie Grieser