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Customer testimonials are essential for any business as consumers naturally trust each other more than they trust marketing campaigns. 92% of customers now read online reviews, and 88% trust both online reviews and client testimonials equally.
When you launch a startup, collecting clients’ feedback and testimonials is one of the most important steps for two reasons:
While startups use testimonials to enhance brand awareness and gain customers’ trust, big and recognized brands use them for authority and competitiveness. A well-designed customer testimonial with video or text with photos of satisfied and happy clients always makes a difference and every growing brand should be doing it.
Let’s take a look at five examples of successful customer testimonial pages from some of the most popular eCommerce brands out there. We call them “successful” because they do evoke positive feelings towards the brand meaning they did their job.
Check out these smiles, colors, the message and the CTA (call-to-action). They make you want to watch their full video story, don’t they?
Shopify is one of the most popular eCommerce platforms at the moment. It quickly gained popularity in recent years as anyone can use it to build an online shop easily and quickly without the help of professionals. Thanks to Shopify, creative and talented divas like Chioma and Uchenna (the ladies in the photo), for example, can now showcase and sell their beautiful products, reach new people and win fans from all over the world in no time. The photo and video leave you doubtless about using Shopify for your next eCommerce project, don’t they?
Etsy is a platform where people can sell their handmade crafts thus skipping the need of having their own website. They save on time and expenses needed to maintain and market a website, and also enjoy bigger exposure as Etsy is popular all over the world.
The website has a special section called “Seller stories” which is placed strategically in the header. Having a special section for testimonials at the top of the home page is a smart decision as newcomers can first check other people’s success stories and then decide whether to create a profile.
The testimonial from the image above is one out of four. These stories may be short, but say a lot. To complement the narratives and give a little boost to their clients’ profiles, Etsy has added colorful images and links to these clients’ businesses. When a new visitor lands on that page, they are likely to connect with these stories and complete the desired actions, such as clicking the CTA or moving on to another page.
Speaking of appealing visuals on testimonial pages, we cannot miss showing you Victoria’s Secret testimonial section. Since the brand aims to become the women’s advocate and praise female beauty in all shapes and colors, they used a compelling photo of beautiful women in lingerie.
Right under it, they used quotes from some happy customers sharing how they feel when they wear the brand’s bras. What caught our attention is how well Victoria’s Secret knows their target audience and are fully aware of the common discomfort women have when wearing bras. That is why they used quotes emphasizing how comfortable and seamless their products are. Then a CTA “Shop Now” follows.
In case you are a female and haven’t tried their products just yet, these strong statements combined with the photograph would likely make you want to purchase any of their products next time you are searching for comfortable and good-looking lingerie.
Envato is one of the biggest platforms selling WordPress themes as well as various other creative assets such as graphic, web and video templates, audio, photos and more with unlimited downloads at low cost.
Despite their popularity, they are still taking advantage of the power of testimonials. Although their testimonial presentation is not as colorful as the previous ones, you cannot miss the rotating testimonials switching every few seconds. They use only text and large-sized fonts to emphasize the clients’ success stories.
Ahrefs is one of the most popular SEO tools out there. You can choose a subscription that best fits your needs and use it for various SEO purposes such as link building, keyword research, competitors’ research, domain authority check and much more.
These guys know how to use testimonials right, too. First off, they have plenty of them at the bottom of the home page, and you can see them all by clicking the right and left arrows. Second, the way they are visualized is quite appealing as the little mug photos of their clients pop up with a slight delay making them look like they are randomly appearing to say “Hi”. Not to mention the font size and the contrast of the white text over the dark blue background. Third, all the quotes are so sharp and to the point that after reading them, you are absolutely certain that all of these clients simply love their Ahrefs’ tool.
Apparently, when your product is out-of-the-question good, you don’t need extra efforts to collect outstanding feedback and testimonials from your customers.
Whether you are a startup or a popular brand, having testimonials from your clients helps you maintain excellent brand hygiene, gain trust among your prospect and current clients, increase ROI and stay competitive. What’s more, by collecting such stories from your clients you get to learn more about their experiences related to your products and services.
You can then make them feel special and even turn them into your brand ambassadors. Most importantly, however, you receive all these benefits with very little effort and for free, especially when your clients truly love your brand. So, why not take advantage of it?
About the author
Sam Shepler is the founder and CEO of Testimonial Hero. 150+ B2B revenue teams at Google, UiPath, Medallia, InsightSquared, and many others use Testimonial Hero to easily create customer videos that engage prospects, reduce friction in the sales cycle, and drive more revenue faster.