{"id":111857,"date":"2018-12-21T12:00:33","date_gmt":"2018-12-21T12:00:33","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/make-testimonials-persuasive\/"},"modified":"2026-09-04T17:27:44","modified_gmt":"2026-09-04T11:57:44","slug":"make-testimonials-persuasive","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/make-testimonials-persuasive\/","title":{"rendered":"7 Ways To Make Your Testimonials More Persuasive \u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Social proof is pivotal in establishing your company\u2019s credibility. Recommendations from current customers cultivates trust in your brand, and prospective clients value the \u201ctried-and-true\u201d insight your testimonials provide. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Here are some quick stats on the positive impact of testimonials: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.brightlocal.com\/learn\/local-consumer-review-survey\/\"><span style=\"font-weight: 400\">91% of 18\u2013 34-year-olds<\/span><\/a><span style=\"font-weight: 400\"> trust online reviews as much as personal recommendations. <\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">Customers are likely to spend <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/the-importance-of-online-customer-reviews-infographic\/\"><span style=\"font-weight: 400\">31% more<\/span><\/a><span style=\"font-weight: 400\"> with a business that has \u201cexcellent\u201d reviews. <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Nearly 70% of consumers <\/span><a href=\"https:\/\/consumerist.com\/2015\/06\/03\/nearly-70-of-consumers-rely-on-online-reviews-before-making-a-purchase\/\"><span style=\"font-weight: 400\">rely on online reviews<\/span><\/a><span style=\"font-weight: 400\"> before making a purchase. <\/span><\/li>\n\n\n\n<li><a href=\"https:\/\/www.zendesk.com\/resources\/customer-service-and-lifetime-customer-value\/\"><span style=\"font-weight: 400\">90% of respondents<\/span><\/a><span style=\"font-weight: 400\"> who read online reviews said positive ones impact their buying decisions. <\/span><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image wp-image-20173\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/trust-online-reviews-1.jpg\" alt=\"\" class=\"wp-image-20173\" \/><figcaption class=\"wp-element-caption\">Trust of online reviews vs. personal recommendations<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">But just adding a few testimonials to your website isn\u2019t enough. <em>Brands that inspire higher emotional intensity receive 3x as much word-of-mouth as opposed to less emotionally-connected brands. <\/em><\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Unless your customer testimonials tell a convincing story that resonates with people, they will never sell. So, how do you curate testimonials that have a positive impact?<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Showcase Reverse Testimonials<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">A reverse testimonial is a positive review that begins with skepticism. It homes in on the uncertainty your customer had before making a purchase, what swayed them to choose you, and why that was the right decision. (This is something <\/span><a href=\"https:\/\/www.copyblogger.com\/testimonials-part-1\/\"><span style=\"font-weight: 400\">Copyblogger<\/span><\/a><span style=\"font-weight: 400\"> has made popular.)<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Reverse testimonials feel more genuine than praise-only pull quotes, which can come across as saccharine and insincere. By acknowledging that your customer initially had doubts about your product, you create an immediate connection with a prospect that\u2019s weighing your brand against your competitors. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Check out the <\/span><a href=\"http:\/\/bonytobeastly.com\/transformations\/\"><span style=\"font-weight: 400\">Bony to Beastly<\/span><\/a><span style=\"font-weight: 400\"> review below. Adam begins by talking about how overwhelmed he was searching for a workout program when most of them seemed like shams.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20174\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/bony2beastly0-1.jpg\" alt=\"\" class=\"wp-image-20174\" \/><figcaption class=\"wp-element-caption\">Example of a reverse testimonial<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Adam echoes a universal doubt that people feel when evaluating a product: <\/span><i><span style=\"font-weight: 400\">Will I be satisfied with my purchase? &nbsp;Is this the best choice?<\/span><\/i><\/p>\n\n\n<div class=\"wp-block-image wp-image-20175\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/bonytobeastly22-1.jpg\" alt=\"\" class=\"wp-image-20175\" \/><figcaption class=\"wp-element-caption\">Testimonial explains why this brand was unique<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Adam then notes what the deciding factor was for selecting Bony to Beastly, and why this workout program is unique compared to all the others (making it the top choice).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Feature Your High-Profile, Influential Customers<\/b><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">People with a strong reputation\u2014whether they be celebrities or esteemed professionals\u2014are often admired for their success, skillset, and expertise. When your company has a high-profile ambassador recommending your product, your perceived value automatically increases. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">This, in part, is the result of a <a href=\"https:\/\/wingify.com\/blog\/powerful-cognitive-biases\/\">cognitive bias<\/a> called the <\/span><b>Halo Effect<\/b><span style=\"font-weight: 400\">. According to this theory, an impression someone has of one thing will influence their idea of another, unrelated, thing. <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">How does the Halo Effect relate to conversions? The logic is, \u201c<\/span><i><span style=\"font-weight: 400\">I admire X, and X recommends this product, so the product must be worth buying<\/span><\/i><span style=\"font-weight: 400\">.\u201d <\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Look at how BuzzSumo features the Rolling Stones, HubSpot, and Moz.com. &nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20192\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/buzzsumo-1.jpg\" alt=\"\" class=\"wp-image-20192\" \/><figcaption class=\"wp-element-caption\">BuzzSumo features testimonials from high-profile clients<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">This <a href=\"https:\/\/wingify.com\/blog\/instagram-followers\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cinfluencer\u201d strategy<\/a> isn&#8217;t new\u2014it&#8217;s been used by marketers and advertisers for a long time.&nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20183\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/influencer-history-1.png\" alt=\"\" class=\"wp-image-20183\" \/><figcaption class=\"wp-element-caption\">Influencer marketing over the years<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">Check out <\/span><a href=\"https:\/\/www.tintup.com\/blog\/history-evolution-marketing-influencers\/\"><span style=\"font-weight: 400\">this article<\/span><\/a><span style=\"font-weight: 400\">, if you are interested in learning more about the evolution of this tactic.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><b>Create a Case Study Page<\/b><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">A case study allows you to chronicle your success story in detail and demonstrate the true value of your product\/service. Here\u2019s how to get started: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Ask the right questions<\/b><span style=\"font-weight: 400\">. <\/span><i><span style=\"font-weight: 400\">Show where your customer was before you came into the picture and how things turned out for them. <\/span><\/i><\/li>\n\n\n\n<li><b>Include data to legitimize claims.<\/b><\/li>\n\n\n\n<li>List your case studies on a <strong>dedicated section<\/strong> <strong>of your website.\u00a0<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">At Wingify, we named our page \u201c<\/span><a href=\"https:\/\/wingify.com\/resources\/?format=Case%20Study\"><span style=\"font-weight: 400\">Client Stories<\/span><\/a><span style=\"font-weight: 400\">.\u201d These stories validate our claims and give readers a sense of security, both in terms of the number of clients we\u2019ve worked with and the quality of our service.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20189\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/ABTasty-clientstories-1.jpg\" alt=\"\" class=\"wp-image-20189\" \/><figcaption class=\"wp-element-caption\">Wingify Client Stories<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">If you\u2019re looking for design inspiration for your page or testimonial, check out <\/span><a href=\"https:\/\/www.hubspot.com\/case-studies\"><span style=\"font-weight: 400\">Hubspot<\/span><\/a><span style=\"font-weight: 400\">. You can filter results by industry, location, company size, challenges, and so on. <\/span><a href=\"https:\/\/hootsuite.com\/resources?tags%5B%5D=Case+Study\"><span style=\"font-weight: 400\">Hootsuite<\/span><\/a><span style=\"font-weight: 400\">\u2019s archive is also worth a look.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20184\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/HubSpot-1.jpg\" alt=\"\" class=\"wp-image-20184\" \/><figcaption class=\"wp-element-caption\">HubSpot case studies<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><b>Experiment with the video format<\/b><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">HubSpot research<\/span><span style=\"font-weight: 400\"> says that 45% of people watch an hour or more of video per day. <\/span><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">Another study noted that <\/span><em><a href=\"https:\/\/optinmonster.com\/video-marketing-statistics-what-you-must-know\/\"><span style=\"font-weight: 400\">79% of people<\/span><\/a><span style=\"font-weight: 400\">&nbsp;would rather watch a video about a product than read about it, and roughly 84% of consu<\/span><span style=\"font-weight: 400\">mers have bought something after watching a video. <\/span><\/em><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">The bottom line? Videos are a fantastic way to engage with customers, especially with video testimonials. &nbsp;<\/span><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">Producing these videos can be costly, but the ROI is worth it. <\/span><strong>Aberdeen Group says that video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness.<\/strong><\/p>\n\n\n<div class=\"wp-block-image wp-image-20191\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/b2b-content-tactic-1.png\" alt=\"\" class=\"wp-image-20191\" \/><figcaption class=\"wp-element-caption\">B2B Content Marketing Tactics<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">Let\u2019s look at the video testimonial on the <a href=\"https:\/\/www.codecademy.com\/stories\">Codeacademy<\/a> website:<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">The focus is on three former students\u2014not the brand\u2014who talk about their experience before and after the coding course. This is a video testimonial done right. It\u2019s long enough to<\/span> <a href=\"https:\/\/wistia.com\/blog\/optimal-video-length\"><b>hold a viewer\u2019s attent<\/b><\/a><a href=\"https:\/\/wistia.com\/blog\/optimal-video-length\"><b>ion<\/b><\/a><span style=\"font-weight: 400\"> and features relatable anecdotes.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><b>Include Quotes That Provide Insight<\/b><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">Quotes are relatively easy to get but tricky to <\/span><i><span style=\"font-weight: 400\">get right<\/span><\/i><span style=\"font-weight: 400\">. Potential clients usually aren&#8217;t impressed by a generic compliment like, \u201cthe product is user-friendly!\u201d <\/span><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">So how do you get a quote that\u2019s crisp, substantial, and believable? <\/span><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">For one, ask your clients to be specific. What feature do they love using and why? Do they have any data that highlights their successes?<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20190\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/data-testimonial-1.jpg\" alt=\"\" class=\"wp-image-20190\" \/><figcaption class=\"wp-element-caption\">Featured quote that backs up claims with data<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">Then, give context. Add a photograph of the person giving the quote, along with their credentials, to humanize the testimonial and give it a greater sense of &nbsp;\u201c<\/span><a href=\"https:\/\/link.springer.com\/article\/10.3758%2Fs13423-012-0292-0\"><span style=\"font-weight: 400\">truthiness<\/span><\/a><span style=\"font-weight: 400\">.\u201d<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20179 size-full\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/BuzzSumo-2.jpg\" alt=\"\" class=\"wp-image-20179\" \/><figcaption class=\"wp-element-caption\">Including photos of customers help make their quotes more relatable<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">One A\/B test and found that <a href=\"https:\/\/signalvnoise.com\/posts\/2991-behind-the-scenes-ab-testing-part-3-final\">including the face of a happy customer increases conversion rates<\/a>&nbsp;by 102.5%.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20181 size-full\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/testimonial-face-1.jpg\" alt=\"\" class=\"wp-image-20181\" \/><figcaption class=\"wp-element-caption\">Photos of happy customers help increase conversions<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><b>Interview Your Customers<\/b><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">A great example of using an interview for a testimonial is from <\/span><a href=\"https:\/\/www.squarespace.com\/customers\"><span style=\"font-weight: 400\">Squarespace<\/span><\/a><span style=\"font-weight: 400\">. They conducted an interview with Keanu Reeves (a high-profile ambassador) and interspersed his answers throughout the page, highlighting not-to-be-missed quotes.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image alignnone wp-image-20185 size-full\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Keanu-frontpage-1.jpg\" alt=\"\" class=\"wp-image-20185\" \/><figcaption class=\"wp-element-caption\">Squarespace features Keanu Reeves on their site<\/figcaption><\/figure>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><span style=\"font-weight: 400\">The content is informative,&nbsp;interesting, and feels organic\u2014it never comes across like a&nbsp; sales pitch.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image alignnone wp-image-20186\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/keanu-quotes-1.png\" alt=\"\" class=\"wp-image-20186\" \/><figcaption class=\"wp-element-caption\">Keanu Reeves&#8217; interview serves as a testimonial<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><b>Look For Unsolicited Testimonials<\/b><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">&#8230;and use them wherever you can. <\/span><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><a href=\"https:\/\/deadlinefunnel.com\"><span style=\"font-weight: 400\">Deadline Funnel<\/span><\/a><span style=\"font-weight: 400\"> used unsolicited testimonials on their website and plans to use them in their email sequences as well.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20187\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/deadlinefunnel-1.png\" alt=\"\" class=\"wp-image-20187\" \/><figcaption class=\"wp-element-caption\">Deadline Funnel uses unsolicited testimonials on their site<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">Unsolicited praise is genuine, unscripted, and without an ulterior motive: it\u2019s just from customers sincerely happy with your brand. These sorts of testimonials cement your company\u2019s credibility and increase your conversions. <\/span><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">So don\u2019t let public praise for your company go to waste! It\u2019s a great way to show the positive impact you\u2019ve had on customers, and the appreciation you have for them in return.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-20188\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/tweet-praise-1.jpg\" alt=\"\" class=\"wp-image-20188\" \/><figcaption class=\"wp-element-caption\">Bizzabo showcased customer tweets on their website<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><b>Getting Started<\/b><\/h2>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">Now that you\u2019ve stockpiled some useful tips on using testimonials to increase conversions, it\u2019s time to start curating! Run an A\/B test to see what sort of testimonials work best for you, and don\u2019t limit yourself when it comes to formatting, style, and placement.<\/span><\/p>\n\n\n\n<p class=\"has-text-align-left wp-block-paragraph\"><span style=\"font-weight: 400\">And now we turn it to you: <\/span><i><span style=\"font-weight: 400\">How do you make customer testimonials stand out? <\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social proof is pivotal in establishing your company\u2019s credibility. Recommendations from current customers cultivates trust in your brand, and prospective clients value the \u201ctried-and-true\u201d insight your testimonials provide. Here are some quick stats on the positive impact of testimonials: But just adding a few testimonials to your website isn\u2019t enough. Brands that inspire higher emotional&#8230;<\/p>\n","protected":false},"author":1591,"featured_media":115063,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10806],"tags":[10819],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-optimization","tag-ux-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 Ways To Make Your Testimonials More Persuasive \u00a0 - Wingify Blog<\/title>\n<meta name=\"description\" content=\"Testimonials are important to build confidence in your brand and increase conversions. Learn how to make them more persuasive with these seven tips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wingify.com\/blog\/make-testimonials-persuasive\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Ways To Make Your Testimonials More Persuasive \u00a0 - Wingify Blog\" \/>\n<meta property=\"og:description\" content=\"Testimonials are important to build confidence in your brand and increase conversions. 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