Best Practices for Collecting and Displaying Testimonials

Testimonials are powerful, but only if they're authentic and displayed effectively. Here are the best practices we've learned from working with hundreds of companies.

Authenticity is Key

The most effective testimonials feel genuine. Customers can spot fake or overly polished testimonials from a mile away. Here's how to ensure authenticity:

• Use real names and photos - Include the customer's name and ideally a photo
• Ask specific questions - Instead of asking "what did you think?", ask "what specific problem did our product solve for you?"
• Keep the voice real - Don't over-edit the testimonial. Slight imperfections make it more authentic
• Include company/role - Provide context about who the customer is

Strategic Placement

Where you display testimonials matters as much as what they say. Consider these placements:

Homepage

Place a few compelling testimonials prominently on your homepage hero section. This is where you have the most attention.

Pricing Page

Testimonials are especially effective on pricing pages, helping customers justify the investment.

Product Pages

Specific testimonials about features can help customers understand value propositions.

Footer

A rotating testimonial or logo carousel shows social proof as people leave your site.

Collecting Testimonials Effectively

1. Ask at the right time - Follow up shortly after a positive interaction
2. Make it frictionless - Use a simple form or email template
3. Incentivize (carefully) - A small discount or feature mention can help, but don't make it obvious
4. Be specific in your ask - Tell them what kind of testimonial would be most helpful

Measuring Impact

Don't just collect testimonials and forget about them. Track:

• Conversion rate changes after adding testimonials
• Which testimonials drive the most engagement
• Customer feedback on credibility improvements
• Lead quality improvements

By following these practices, you'll build a powerful collection of authentic testimonials that genuinely move the needle for your business. ```