Highlight testimonials in novel ways

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 05, 2021, 4:53 PM GMT+0

Consumers who read testimonials are 58% more likely to convert. 

Businesses should use testimonials in the landing pages as they boost relevance by spelling out specific pain points from the consumers’ perspective. Testimonials can help showcase essential features in an easy-to-read format in a more natural way. It can also help establish use cases that might not come through in marketing copies.

Companies can use a dynamic testimonial format addressing different customer pain points, showcasing various testimonials that change periodically. With a visually appealing design and changing testimonials, marketers can compel more audiences to make an action. 

Using testimonials from authority figures can further help establish trust and effectively drive leads as well as sales. However, marketers should avoid placing too many testimonials to maintain landing page aesthetics. Instead, they can highlight a few testimonials and provide links to detailed case studies. 

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