January 24, 2013

closeup of someone speakingTo increase your conversions from website visitors, you need a professional website that visitors feel can be trusted. A clean, uncluttered website design that can be easily navigated lends a professional feel. One simple way to make your website more trustworthy is to use certification logos from your shopping cart system or other authentication system. The best way to make your website more trustworthy, however, is to use testimonials.

Text testimonials

Software exists that allows you to create a JavaScript text box on your website that can display a variety of different testimonials from your happy customers. Depending on implementation, the text may be replaced at various intervals or may slowly scroll up the box. This sort of feature lends itself to short testimonials of no more than a sentence or two. Because you are showing a great volume of testimonials, the individual testimonials do not have to be perfect. The human touch of unique phrasing, odd spellings, and unusual focus adds realism and additional believability. If your company is known for one thing, such as rapid delivery, the occasional testimonial talking about other facets of your company, such as customer service, rounds out the picture of your company as trustworthy and reliable.


Showcases are longer testimonials, usually including photographs or other visual information demonstrating the situation for the customer before your company was hired, or your product was purchased, and the vastly improved situation afterwards. They are frequently multiple paragraphs in length. Because of this, they are often located on a separate webpage devoted to customer success stories. You can feature one showcase on your main webpage, or offer links to them in a JavaScript box similar to the one used for text testimonials. Because of the nature of showcases, images that capture the essence of the customer experience as well as a few key words make the best links.

Video testimonials

The most believable testimonials are video testimonials. After all, people have a finely developed sense of when another person is lying. They will trust someone giving their testimonial in video format more than they will trust that exact same testimonial in text format. The keys to making a convincing video testimonial are to connect the video with the product or service. Instead of simply filming a “talking head” against a boring backdrop, show the person using the product or service while talking about how wonderful it is. This engages the viewer and makes your product or service seem more familiar even while it stresses the value and trustworthiness. You can also intersperse video of a customer speaking with voice over still images. That lets you demonstrate the before and after nature of the testimonial much as a showcase does while keeping the power of video.






Sean McPheat

Managing Director

The Internet Marketing Academy



(Image: MorgueFile)

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