Think about the last purchase you made online.
Did you read any reviews?
Chances are that you did.
The Internet makes it easy to quickly search for product reviews before completing a purchase. If you see that a product has been highly rated, you are far more likely to follow through. But seeing a product with an overwhelming number of one-star ratings will likely make you reconsider.
Consumers even turn to reviews when searching for local businesses. Data from a BrightLocal Survey found that 91% of consumers read online reviews to assess the credibility of a business.
Reviews are a form of social proof and are incredibly influential for the following reasons:
- Increases credibility
- Drives more sales
- Generates interest
Social proof can be that extra push prospects need to complete their purchase. Incorporating social proof into your own site’s web design in the form of reviews and testimonials can drive more conversions. Here we look at several real-life examples of companies with well-designed testimonial pages.
- Xero - Use Imagery to Highlight Reviews
Xero highlights testimonials on the homepage from business owners that use the company’s products. Hovering over each image reveals a short review from that individual. Clicking on the button below takes visitors to another page where they can read even more customer stories across different industries.
- mHelpDesk - Implement Video Reviews
mHelpDesk has an effective testimonial page. Each review comes from customers and includes a short video detailing their experience. The videos may not be quality, but it helps add authenticity. Displayed below are awards and badges of recognition.
- Dropbox - Use Numbers to Boost Credibility
Dropbox offers another excellent example of a testimonial page that effectively leverages social proof with the headline “Join the 200,000 companies that use Dropbox Business”. And below that are logos from different companies that use their services, along with video testimonials. The fact that more than 200,000 companies use Dropbox boosts credibility.
- FocusLab - Use Clear Visuals
FocusLab takes a different approach to the typical testimonial page that usually lists out reviews with some pictures. The company offers visual branding solutions, so it makes sense for them to focus on the creative side of their work. Clicking on the rectangular elements on the testimonial page takes visitors to a full case study that details exactly what kind of work was done for each project.
- Shopify - Highlight Success Stories
Shopify highlights numerous success stories on its testimonial page from business owners who have opened their online stores. Clicking on the links takes visitors to in-depth interviews where businesses detail their experience and share some of their best marketing tips with Shopify. Anyone reading through these interviews can get more insight into how they can start their own successful business.
Conclusion
Testimonials are a highly effective form of social proof that can boost sales.
People are more inclined to purchase if others have had a positive experience. Adding customer reviews to a testimonial page on your site is a great way to build trust with prospects and drive more conversions to your business.
Whether you sell products or services, adding social proof to your site can significantly benefit your business. Look at some of the examples shown here for inspiration. Each one does a great job of highlighting reviews and case studies while maintaining a visually pleasing design.