10 Best practices for displaying customer testimonials

Customer testimonials are one of the most effective ways to build trust and boost conversions. Here’s why they matter and how to use them:

92% of consumers read reviews before buying.
Businesses showcasing testimonials see up to a 67% increase in conversion rates.
Testimonials build credibility by showing real customer experiences.

Key Practices:

Use Multiple Formats: Combine text, video, and case studies for maximum impact.
Strategic Placement: Add testimonials to product pages, pricing sections, and near CTAs.
Design for Impact: Use clean layouts, readable fonts, and engaging visuals.
Include Measurable Results: Highlight specific data like ROI or time saved.
Show Variety: Feature feedback from different customer types and industries.
Verify Authenticity: Use real photos, company logos, and verified reviews.
Optimize for Mobile: Ensure testimonials are easy to read and interact with on phones.
Leverage AI: Match testimonials to visitor preferences for relevance.
Keep Reviews Current: Update testimonials regularly to maintain trust.
Integrate with Marketing: Use testimonials in emails, social media, and campaigns.

Quick Tip: Fresh, well-placed testimonials with clear results can significantly improve customer trust and sales. Ready to showcase your success stories? Let’s dive into the details.

The Anatomy Of A High Converting Landing Page

1. Choose Multiple Content Types: Text, Video, and Case Studies

Did you know viewers remember 95% of a message when it’s in video format, compared to just 10% when reading text? ^[8] Using a mix of content formats can strengthen customer confidence and engagement.

Here’s how each format plays a role:

Video Testimonials: Build Emotional Connections

Video testimonials create a personal touch that resonates with potential customers. In fact, 77% of viewers say these videos influence their buying decisions ^[6]. For example, Hootsuite uses a TikTok-style grid of testimonials from social media managers, showcasing how their platform helps users through real-life stories ^[7].

Text Testimonials: Quick and Easy to Digest

Text testimonials highlight key benefits in a format that’s simple to scan and incredibly flexible. Bizzabo takes full advantage of this by placing quote bubbles near conversion points on their website, making it easy for visitors to absorb the platform’s value at a glance ^[7].

Case Studies: Provide Detailed Proof

Case studies dive deep into how a product solves problems. Asana excels at this by sharing detailed customer success stories that outline workflows, challenges, and measurable results achieved with their platform ^[7].

Format	Best For	Production Effort	Impact
Video	Emotional connection, storytelling	High	Highest engagement
Text	Quick validation, specific features	Low	Easy to scan
Case Studies	In-depth proof, complex solutions	Medium	Builds credibility

For the best results, combine these formats to appeal to different buyer preferences. Airbnb does this effectively by showcasing video testimonials alongside written reviews, giving users a fuller picture of the experience ^[9]. This approach aligns with trends, as 68% of people prefer learning about products through short videos ^[8].

2. Place Testimonials Where They Matter Most

Testimonials work best when they’re paired with product details. Why? Because customers need context to fully understand their value ^[10].

Where to Place Testimonials

Here are some of the most effective spots for testimonials:

Product Pages: Highlight testimonials that focus on specific features. For example, monday.com features client logos and testimonials about its dashboard directly on the dashboard feature page ^[12].
Pricing Pages: Use testimonials that emphasize return on investment (ROI). Shopify does this well by placing high-profile customer feedback on its paid search landing pages, followed by clear calls-to-action ^[10].
Homepage Hero Section: Infinity and Ovation embed testimonials in their hero images alongside key calls-to-action, instantly building credibility for new visitors ^[11].

Location	Purpose	Example Implementation
Near CTAs	Boost conversions	HubSpot places positive feedback under main CTAs ^[11]
Product Features	Showcase capabilities	Casper includes a testimonial carousel under features ^[10]
Checkout Pages	Reduce cart abandonment	Square Trade adds service-focused feedback to purchase flows ^[11]

Using these placements strategically can help build trust throughout the customer journey.

Spread Testimonials Across Your Site

Don’t limit testimonials to one or two pages. Campaign Monitor, for instance, uses hero images, customer logos, and video links across its customer success page ^[11].

Here’s how you can spread testimonials effectively:

Add a dedicated testimonials page
Include them on your About page
Pair them with specific product features
Place conversion-focused feedback next to CTAs

Experimentation is key to finding the best spots for your audience. Tools like Feeedback’s testimonial widget make it easy to test different placements while keeping your design consistent.

3. Make Testimonials Stand Out with Good Design

How you present testimonials can make a big difference in their impact. In fact, studies show that 90% of customers base product decisions on color alone ^[13]. Let’s break down how thoughtful design - from color choices to layout - can elevate your testimonials.

Color Choices That Work

The right colors can influence how people feel about your testimonials. Here's how to use color effectively:

Color Purpose	Best Practice	Example
Trust & Reliability	Use blue tones to create a sense of dependability	RIPT Apparel increased conversions by 6.3% by switching a black button to green ^[14].

Typography and Layout Tips

Readable fonts and a clean layout are key. Use Georgia for headlines, Helvetica for body text, and Roboto for mobile screens ^[15]. This combination ensures clarity across devices.

Tools to Simplify Testimonial Design

You don’t need a full design team to create professional-looking testimonials. Platforms like StoryPrompt, named the "Best Overall Video Testimonial Platform" in November 2024, offer features such as:

AI-driven video production
Custom branding options
Automatic transcription
Easy website embedding ^[16]

Modular Layouts for Better Organization

Organizing testimonials in a modular format, like Basecamp, makes them easier to digest ^[4]. This approach:

Groups testimonials by industry or use case
Establishes a clear visual hierarchy
Keeps spacing consistent for a polished look

"The most we can say is that they hold for the conditions in which they occurred: in this page design, on this site, with the audience that viewed it." – HubSpot ^[14]

For businesses without in-house design teams, tools like Famewall (starting at $9.99/month) and Vocal Video offer pre-designed templates tailored for testimonials ^[16]. Combine these design techniques with strategic placement to maximize their impact.

4. Include Numbers and Measurable Results

Adding specific data points transforms general praise into solid, undeniable proof. With 95% of people reporting that client testimonials influence their purchasing decisions ^[19], including measurable results strengthens the credibility of these claims.

Focus on Metrics That Matter

Metric Type	Example Format	Credibility Boost
Growth	"Increased revenue by 62%"	Shows financial success ^[17]
Website Traffic	"Video testimonials increased traffic by 157%"	Demonstrates digital engagement ^[17]
Customer Support	"Resolved 95% of support tickets within minutes"	Highlights efficient service ^[19]
Competitive Edge	"Offered prices 30% lower than competitors"	Underscores cost advantages ^[19]

These figures not only add weight to testimonials but also align seamlessly with your overall marketing approach.

Use Visuals to Highlight Metrics

Visual elements can make data more engaging and easier to understand:

Before-and-After Comparisons
Propel Technologies, for instance, shares how Ring Logix enabled them to resolve 95% of their support tickets quickly and undercut competitor pricing by 30% ^[19].
Progress Charts
Visual tools like bar charts, line graphs, and pie charts can effectively present growth, user adoption, or market share. Studies show people process visuals faster than text ^[18]. For example, use a bar chart for revenue growth or a heat map for engagement metrics.

Pair these visuals with thoughtful design to amplify your message.

"The testimonial should be specific, so potential customers can see that the client didn't just use a template or make a blanket statement. If possible, include real numbers."
– Nathan Ojaokomo, Freelance Content Writer ^[2]

Encourage Data-Driven Testimonials

To gather precise metrics, ask customers for specific numbers, timeframes, and comparisons to past results. Tools like Feeedback simplify this process by helping businesses collect and showcase data-rich testimonials through dedicated widgets. This makes it easier to present quantifiable results that resonate with potential customers and boost conversions.

5. Display Feedback from Different Customer Types

Once you've used design and data to build trust, the next step is to showcase a variety of testimonials that resonate with different customer groups. Highlighting feedback from diverse industries, company sizes, and use cases helps potential customers see themselves in your success stories.

Build a Well-Rounded Testimonial Collection

Customer Segment	Purpose	Example
Enterprise	Showcases readiness for large-scale needs	Zendesk's industry-specific and scalable testimonials ^[3]
Mid-market	Highlights scalability	Slack's department-focused success stories ^[21]
Startups	Emphasizes adaptability and growth	Case studies of fast-growing companies ^[20]

Make Testimonials Easy to Navigate

Slack’s customer stories page is a great example of how to organize testimonials effectively. It allows users to filter success stories by:

Industry
Department use case
Business size
Geographic location

This structure makes it simple for prospects to find testimonials that align with their specific needs, ensuring they connect with stories relevant to their challenges and goals ^[21].

Align Testimonials with Buyer Personas

To make testimonials more impactful, tailor them to match your target audience. Focus on:

Industry representation
Variety in company size
Relevance to specific roles
A mix of use cases

This ensures your testimonials speak directly to the concerns and aspirations of different buyer personas.

Centralize Your Testimonials

Create a central hub for all customer stories, designed for easy access and tailored to various audience segments. For example, Zendesk’s case study featuring the Minnesota Vikings highlights how enterprise solutions can stand alongside testimonials from smaller businesses ^[3].

When selecting testimonials, keep these factors in mind:

Are they current and relevant?
Do they include specific results?
Is there supporting evidence?
How likely are they to influence potential customers? ^[22]

Using tools like Feeedback's testimonial widget can simplify the process of organizing and displaying customer feedback. This ensures that every segment of your audience finds relatable and impactful stories that address their unique needs.

6. Add Proof of Real Customer Reviews

Showcasing customer testimonials is more effective when supported by clear evidence and third-party verification.

Use Third-Party Review Platforms

Third-party platforms provide independent and unbiased feedback. For example, Zoom actively engages with reviews on G2, where users share detailed experiences about its reliability and features. This approach builds trust by offering an external source of validation ^[3].

Build Trust with Key Indicators

Incorporate elements that make your testimonials more reliable and relatable:

Verification Method	Purpose	Example Implementation
Professional Photos	Show authenticity	High-resolution images of real customers ^[3]
Company Details	Add credibility	Include the customer's name, title, and company logo
Platform Source	Ensure transparency	Display reviews from platforms like Twitter or Slack
Measurable Results	Validate claims	Highlight metrics like ROI or specific improvements

These methods help reinforce the authenticity of your testimonials while making them more impactful.

Stay Compliant with Legal Requirements

When using customer testimonials, you must adhere to FTC guidelines ^[24]. Here's how:

Ensure the testimonials reflect typical user experiences.
Obtain explicit, written consent from customers.
Keep records of all testimonial agreements.
Verify that all statements are truthful and voluntarily provided.
Avoid altering or misrepresenting the content.

Following these rules not only keeps you compliant but also strengthens the credibility of your testimonials.

Make Reviews Easy to Search

Allow users to filter testimonials by categories such as job title, industry, or use case. For example, Ahrefs lets users filter reviews by job title ^[5], while Zendesk organizes testimonials by industry, use case, and location ^[3]. This feature helps prospects quickly find feedback that is most relevant to them.

"72% of consumers say positive reviews and testimonials make them trust a business more" – BigCommerce ^[23]

Highlight Success Metrics

Include specific metrics to demonstrate your product's impact. Focus on measurable improvements like ROI, time saved, or increased efficiency ^[3]. Tools like Feeedback's widget make it easier to display verified testimonials, ensuring they remain up-to-date and credible.

7. Make Testimonials Work Well on Mobile Devices

Did you know that 53% of mobile users abandon a page if it loads too slowly ^[26]? To avoid losing potential customers, ensure your testimonials are mobile-friendly. Start by using a base font of 16px, a line height of at least 1.2×, and proper paragraph spacing for better readability.

Optimize Text Readability

Element	Recommendation	Why It Matters
Base Font Size	16px	Makes text easy to read without zooming
Line Height	At least 1.2× text size	Improves overall readability
Paragraph Spacing	Adequate margins	Prevents content from feeling cramped
Button Size	Large and thumb-friendly	Simplifies user interaction

Speed and Performance

Every extra second your page takes to load can drop conversion rates by 4.42% ^[26]. To keep your pages fast, focus on these:

Compress images to reduce file sizes
Use browser caching to speed up repeat visits
Minimize form fields to simplify user input
Enable autofill to save time for your users

Once you've optimized for speed, test your design to ensure it works smoothly across all devices.

Testing Across Devices

Use tools like Espresso (for Android), XCUI Test (for iOS), or cross-platform options like Katalon and Appium. AI-powered platforms like ACCELQ can also help you check responsiveness ^[27]^[28].

Content Structure

To make testimonials easier to read and interact with on mobile:

Break text into short, digestible paragraphs
Use clear, descriptive headers
Add plenty of white space
Ensure buttons and links are large enough to tap without frustration ^[25]

Pages that load in one second have conversion rates three times higher than those that take five seconds ^[26]. By creating a fast, user-friendly mobile experience, you can build trust and engagement, making testimonials a powerful tool in your SaaS strategy.

8. Use AI to Show Relevant Testimonials

AI tools can help display testimonials that resonate with your audience by analyzing visitor behavior and preferences. This method builds on earlier strategies to make testimonials more impactful and tailored to the individual user.

Smart Testimonial Matching

Tools like Feeedback use AI to analyze factors such as a visitor's industry, company size, the page they're viewing, past interactions, and features they've explored. By doing this, testimonials are matched to what the user is likely to care about most, making them more effective in addressing specific needs.

Real-World Impact

For example, Motel Rocks saw a 9.44% boost in customer satisfaction and reduced support tickets by 50% by using AI-powered sentiment analysis ^[29]^[30].

Implementation Best Practices

Factor	What to Look For	Why It Matters
Data Security	Compliance with GDPR and SOC 2	Ensures customer data is safe
Integration	Works with CRM and analytics	Combines insights seamlessly
Customization	Flexible reporting options	Gives insights tailored to your needs
Scalability	Pricing that supports growth	Prepares for future expansion

Performance Monitoring

Liberty has maintained an 88% customer satisfaction rate by using real-time sentiment analysis and strategically placing testimonials ^[29]^[30]. In fact, around 67% of SaaS companies now use AI to improve their offerings ^[31].

Practical Implementation Steps

Define your goals: Know what you want to achieve with testimonial placement.
Choose the right tools: Look for AI tools that integrate well with your existing systems.
Track engagement metrics: Regularly monitor how users interact with testimonials.
Oversee AI outputs: Ensure AI-generated insights align with your business objectives.

9. Keep Testimonials Current

Did you know that 77% of people prefer reviews less than three months old? In fact, reviews older than three months might turn away up to 38% of potential customers ^[35]. Keeping your testimonials up-to-date is just as important as having a sleek design or a mobile-friendly site when it comes to building trust.

Why Fresh Testimonials Matter

Here’s what the data shows about how the age of a testimonial can influence customer behavior:

Time Frame	Customer Behavior	Impact
Less than 1 month	34% of buyers actively look for these	Offers the highest trust and conversion potential
1-3 months	43% find these acceptable	Maintains strong credibility
Over 3 months	44% of Gen Z customers lose interest	Effectiveness drops significantly
Over 6 months	Feels outdated	Can harm brand perception

Automating Testimonial Collection

Baremetrics sets a great example by automating their testimonial collection process with tools like Intercom and Airtable ^[32]. Founder Josh Pigford explains:

"Testimonials are crucial to any business as they provide social validation. They also provide amazing copy for your website that tends to perform much better than whatever buzzwordy tagline you conjure up in your head." ^[32]

Strategies That Work

Want proof these methods work? Glass Factory used a 3-in-1 survey approach to achieve a 20% response rate, collecting 50 testimonials ^[33]. Jeda Logistics went a step further, gathering 69 testimonials and 19 Google reviews in just three months through automation ^[33].

How to Keep Testimonials Current

Set Triggers for Collection
Automate testimonial requests after meaningful milestones, like completing a project or resolving a support issue. Pay attention to response rates and tweak the timing to maximize engagement.
Rotate Testimonials Regularly
Use a system to replace testimonials older than six months with newer ones. This keeps your feedback relevant and reflective of current customer experiences ^[34].
Add Date Filters
Allow users to sort testimonials by date. Since 97% of buyers say review dates are important, this adds transparency and highlights your freshest feedback ^[35].

Stay on Track with a Review Schedule

To make sure your testimonials remain effective, stick to a regular review schedule:

Timeframe	Action Items	Purpose
Weekly	Review new submissions	Ensure quality and relevance
Monthly	Rotate displayed testimonials	Keep content fresh
Quarterly	Archive older testimonials	Remove outdated feedback
Bi-annually	Analyze performance	Improve your collection strategy

10. Connect Testimonials with Marketing Campaigns

Word of mouth is powerful - it generates twice as many sales as paid ads ^[40]. By weaving testimonials into your marketing efforts, you can amplify their impact and strengthen customer trust.

Email Marketing Impact

Adding testimonials to email campaigns can make a noticeable difference. For instance, they can boost open rates by 3.71%, reduce bounce rates by 1.21%, and even increase revenue by 40% when paired with video content ^[37].

Campaign Type	Strategy	Example
Welcome Series	Highlight success stories	Duolingo features 350,000 teacher testimonials ^[36]
Cart Abandonment	Emphasize product benefits	Adidas includes user reviews ^[41]
Re-engagement	Share transformation stories	Trunk Club uses video testimonials ^[36]

These strategies can be the foundation for a larger, multi-channel marketing plan.

With over 5 billion social media users globally, platforms like LinkedIn and X (formerly Twitter) are ideal for sharing testimonials. For example, WPX Hosting uses X to thank customers for podcast reviews, creating both engagement and visibility for positive feedback.

Cross-Channel Success Tips

Match Format to Platform: Use tools like Trustmary's widget for LinkedIn testimonials or curate genuine mentions from platforms like Buy Me a Coffee ^[4].
Tailor Content: Organize testimonials by industry, company size, or customer location to make them more relatable. Nearly 98% of marketers say personalized testimonials improve customer relationships ^[36].
Leverage Video: Short video testimonials are highly effective - 68% of consumers prefer watching product videos ^[36]. ServiceTitan stands out by producing compelling video testimonials that clearly resonate with their audience ^[4].

Permission and Authenticity

"83% of consumers refuse to do business with brands they do not trust. To build trust, brands must focus on exhibiting transparency, warmth, honesty, and reliability." - Gartner ^[40]

Trust is key. Nine out of ten buyers trust customer testimonials more than traditional marketing ^[39]. Always get written permission before reusing customer content ^[38], and ensure testimonials are consistently shared across your channels to reinforce trust.

Conclusion

Testimonials deliver results - websites showcasing them experience a 45% jump in traffic and a 34% increase in conversion rates on sales pages ^[20]. With 92% of consumers checking reviews before making a purchase ^[33], displaying them effectively is a must.

Implementation Roadmap

To build on the best practices, focus on these three areas:

Collection and Management

Gathering genuine feedback requires a structured process. Tools like testimonial.to make this easier ^[42]. As Eric Doty, content lead at Dock, puts it:

"Whenever we get glowingly positive feedback in an email or an Intercom support chat, we'll ask if that customer is willing to leave a review for us. They almost always say yes if we ask them right after they've given that positive feedback." ^[2]

Strategic Presentation

How you showcase testimonials matters. Here’s how some companies do it:

Company	Approach
HubSpot	Case studies with measurable results
Slack	Testimonials highlighting specific features
FASTSIGNS	Storytelling through videos

Continuous Optimization

Sam Shepler, CEO of Testimonial Hero, explains the importance of ongoing improvement:

"When you say it, it's marketing. When your customers say it, it's evidence. Video testimonials in particular are an effective way to build trust with buyers. Try and figure out what your buyers biggest 'objections' are during your sales process, and address those questions from the voice of the customer." ^[1]

Moving Forward

Keep your testimonials fresh and engaging by regularly updating them. Consider featuring a new testimonial each month to encourage submissions and maintain relevance ^[43]. Pair this with strategic placement and varied formats to build a testimonial strategy that truly works.

As Nadine Heir from Tukki says:

"Emotions and statistics are the bread and butter of a standout testimonial." ^[2]