Using Testimonials

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I'm about to add some testimonials to a new site, but I was wondering, what types "look/feel" trustworthy.

Even though they are real testimonials, I started thinking of the type I "trust" when I visit a site and ones I don't.

One major thing for me is a photo, it's better to have a photo of the person giving the testimonials. But, I hate those ones that looks like it was taken in the 70s and/or the person is not looking at the camera, but maybe off to the side.

I also like audio, but it can't sound like a plug for the person's own site/product, like "This is James XYZ of 123.com and I like.....", the more it sounds like us regular people, the better.

What do you like, look for, and any site that uses good testimonials, I'd appreciate a link, so I can see it.
#main internet marketing discussion forum #testimonial #testimonials
  • Hey Troy,

    I have the same problems with my testimonials too. Some of them just recorded some awful background noises and it's impossible to get what they are speaking about.

    About the photos, surprisingly, most of them are reluctant to share their photos.

    Honestly, i think video is the most credible psychologically.
    • [1] reply
    • Yeah, how in the world did video slip my mind? I guess it's because I've mainly been looking at various text testimonials lately.

      The funny thing is that a lot of times people get into front of a video camera and watch how they are (at least a little) different than in "real life". (Can get lame videos, like the audio ones.) But, yeah, I agree video is a great way to go.

      Thanks.

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  • I think providing that the testimonials are good honest reviews or opinions then it's fine. You can tell most of the ones that may not be legit. You want you testimonials to include how it has benefited that particular person.

    Also, I think it is better if you put a full name or at least a name and a website / business address to them. It will probably install more trust in what you are offering.

    Andy
  • I ignore testimonials...
    • [1] reply
    • I'm not saying that you're wrong, so to speak, but maybe you're referring to a particular scenario or context...

      I mean you never listened to a friend that said XYZ is a good place to eat, and then at some point you tried it?

      It's natural that to some degree we look to others to help us make a decision.

      • [1] reply
  • Video would be ideal, if it is well shot, short, and easy to access.

    But for written testimonials, a picture, name, and location is a must for me. And the more specific they are the better. Saying "this person/service is so great, it changed my life" won't sell it for me. I need to know why it's great and how it changed a person's life. Hope that helps.
  • Hi Troy,

    When using photographs in testimonial boxes I have it on good authority that position is key.

    People READ from right to left, but SCAN the page from left to right, therefore the optimum position for your image is on the right hand side testimonial box, so that a scanner is more likely to stop at the image and read the contents of your (killer) testimonial.

    I'm yet to test and implement this idea, as all my testimonials don't include images as yet... but it's a concept worth investigating.
    • [1] reply
    • Yes, I agree, "where" to place them and how many works best?

      eheh.. It all comes down to testing.

      I plan on testing (Taguchi style), because I have the software to do it, because as much as I will make my decisions, I will let the market speak. As much as I know (and something worked in one market), the specific market is willing to tell me through their actions what the right thing is, for them. (Plus with JV partners, they like to know conversion numbers.)

  • One word - unsolicited.
    • [1] reply
    • Hmm...

      Great point, thought I think you mean: UnIncentivized.

      I mean some times you gotta tell people to send you a testimonial and at least speaking to your list/visitors, it gets them off their butts and some will take action.

      There are times when you get unsolicited testimonials and you want a few more, I see no problem, kindly reminding people to send in their experiences, etc.

      • [1] reply
  • I understand the main question here isn't whether or not people ignore testimonials, but since that can of worms has been opened...

    Yes, some people ignore testimonials. But even some of those people freely admit that they may consider online testimonials from "people they trust". You probably don't know who everyone trusts, but it's entirely possible one of your testimonials would be from such a person. So, why not use them?

    Also, just as some people ignore testimonials, other people read them and USE them to make the decision to purchase. So, why not use them?

    The smallest group of people are those who don't buy because of testimonials that they claim to ignore anyway.

    As to the original topic of which type of testimonial works best? The biggest rule, for me at least, is that it must be a real name. A testimonial signed with a website only (maybe with a title), or a user name just doesn't cut it.

    Even without a single word of a testimonial, which of the following looks the most trustworthy?

    Owner,
    www.websitename.com

    Or...

    thx,
    luvr5432

    Or...

    Yours truly,
    Chuck Wagen

    I vote for the last one.

    Of course they need to sound sincere, and honest. I also agree that unsolicited ones sound better.

    This is just me, but I wouldn't even bother taking the time to listen to, or watch an audio/video one - too distracting. BUT, that's just me.

    If at all possible, the best bet is to test a few different options and see which one works best with your product, and target audience.

    All the best,
    Michael
  • Video is psychologically effective but difficult. I think lots of video testimonials we see, especially for IM products, are just bros looking after each other... I mean, lots of people would be real hesitant to go on video for a mainstream product no matter how much they like it.

    With the possible exception of video, mainly because it's still fairly new to many people, I agree that testimonials are pretty useless. Clicktale will nearly always show you that most people ignore them.

    Still, testimonials are a "mandatory" part of the copy formula and you should have them for the few people who care. Unless you can get video I would stick to text with photos. Audio is a waste... nobody will bother with them.

    Photos are probably the single most important element. Just avoid 5 oclock shadow and other shifty-looking features!
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    Using Testimonials

    I'm about to add some testimonials to a new site, but I was wondering, what types "look/feel" trustworthy. Even though they are real testimonials, I started thinking of the type I "trust" when I visit a site and ones I don't.