With the proliferation of spam, pyramid and get-rich-quick schemes found in online marketing, becoming a leader with regard to trust can give your pages an instant leg up.
The first key to success here is simply to care. Donʼt pay lip service to this area as itʼs more important to people than you may think.
Testimonials work to create trust on your landing pages. But resist the urge to use false or made up ones. If you invent over enthusiastic statements by caricatures of stereotypical personas, and position them with images grabbed from stock photo sites you will look disingenuous.
Authentic Business Practices Produce Authentic Testimonials
If you have a great product or service and you treat your customers well, testimonials will either come to you or you’ll have established the relationships where you can go and ask for them.
Wait for that great personal story that could be the tipping point in making people believe your landing page message, something that shows you have affected someone’s life or business.
If you don’t have one yet, increase the feedback mechanisms on your website to allow your customers to provide the information you need.
Perform A/B Testing on Your Landing Page
To measure the effect testimonials have on your landing page conversion rate, consider running an A/B split test. You could run tests to compare the following things:
- With and without testimonials
- With and without photos
- With short or full quotes
- With few or many testimonials
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