When choosing the right testimonial page examples for your business, you want to make sure that you select those relevant to your industry and target audience.
You also want to ensure that the pages are well-designed and easy to navigate. You can find great examples of testimonial pages in a few different places.
The first place to look is on the websites of other businesses in your industry. If you see a testimonial page that you like, you can contact the business owner and ask if they would be willing to share their page with you. Another great place to find examples of testimonial pages is in this blog post.
We have summarized pages that actually work and can provide social proof to drive more sales.
- How to create a Testimonials page
- 1. Showcase use cases like Dropbox
- 2. Emphasize verified reviews from real buyers like Upright
- 3. Use reviews to answer customer dilemmas like Warby Parker
- 4. Show the brand using your product like Zendesk
- 5. Display Video Testimonials like TopTal
- 6. Share the community love like Dribble
- 7. Share customers’ success stories like Xaro
- 8. Show before and after like Basecamp
- 9. Categorize success stories by industry like Hubspot
- 10. Mix customer stories, reviews, and video testimonials like Lumen
- 11. Share expert reviews like Athletic Greens
- 12. Casper Mattress Shows 1-star Reviews
- 13. Highlight the benefits in the reviews like Hey
- 14. FitBit’s Unconventional Reviews Page
- 15. Ritual Provides Doctor’s Email
- 16. HashChing shows reviews from REAL Facebook users
- 17. Shopify Plus
- Key Takeaways
How to create a Testimonials page
Creating a testimonials page is not as difficult as one might think. There are various ways to go about it, and the most important thing is to focus on creating an effective and appealing page.
The first step is choosing which customers you would like to feature on your testimonials page. You will want to select happy customers who would be willing to provide a testimonial. Once you have selected the customers, you would like to feature, reach out to them and ask if they would be willing to provide a testimonial. If they agree, follow up with them and collect the necessary information, such as their name, title, company, and a quote testimonial. Related to this, you can use tools like EmbedReviews to collect reviews from your social media accounts, such as Google reviews. Click below to learn more and sign up:
Once you have all the necessary information, you can start putting together your testimonials page. A great way to structure your testimonials page is to have each customer’s testimonial in a separate section. Within each section, you can include their name, title, company, and quote. You can also include a headshot or logo of the customer’s company.
You can create video testimonials if you want to take things a step further. Video testimonials are a great way to add an extra level of credibility to your testimonials page. To create a video testimonial, you can simply have your customer record a short video saying something positive about your business. You can then embed the video on your testimonials page.
Here is a detailed checklist of how you can create a great testimonial page:
- Research your competition and see how they approach their testimonial pages.
- Identify any missed opportunities and make a note of them.
- Create a list of questions you want to ask your customers in order to get the most impactful testimonials.
- Reach out to your customers and ask them to provide a testimonial. Learn how to ask for testimonials >
- Choose the best testimonials and showcase them prominently on your page.
- Use social proof to add credibility to your testimonials page.
- Test different versions of your testimonials page and see what works best for your business
- Collect reviews from your social media channels or third-party sites. Learn how to collect more reviews >
If you’re not sure how to get started, take a look at these testimonial page examples for inspiration.
1. Showcase use cases like Dropbox
Dropbox’s website is a good example of a software company that focuses on displaying the use cases of its product so other prospective customers can make a choice.
Their page is called Customer stories, and here, they have added many different types of media, including videos, case studies, and customer quotes.
Their message is also quite clear: Learn how businesses do more with Dropbox. You immediately get the sense that this might be the page where you’ll find the stories of businesses like yours and find if somebody is using Dropbox that has the same use-case as yours.
2. Emphasize verified reviews from real buyers like Upright
Once you land on the Upright website, you will similarly notice the word verified’ and emphasize the number of reviews, which is a lot – 15,000. The word Verified is all over the place, and it actually means that these reviews are from buyers, real customers who are relevant (not fake testimonials) and submitted the review from a system that can verify that they actually bought the product.
Their page is again all about these verified reviews, and its design showcases different types of widgets that capture different customer feedback formats, such as a reviews slider widget, a video testimonials section, and a simple and full reviews table widget that shows all the reviews generated from the reviews management software that they use.
Here is a sneak peek of their reviews page:
3. Use reviews to answer customer dilemmas like Warby Parker
Warby Parker’s testimonials page notes what you can expect. It is very different from other standard review pages and is structured in a non-conventional showcase of the reviews – they are categorized by specific important topics that the customers are mostly questioning.
They have topics such as:
- Home Try-On
- Customer service
- Retail stores B
- Buy a Pair, Give a Pair
When clicked for each of them, there is an actual answer from the company with a parallel section with the reviews to go with the official text that also includes a call-to-action for the customer to continue their journey after their dilemma was answered.
4. Show the brand using your product like Zendesk
Zendesk has a very large base of customer testimonials. They’ve worked with some of the greatest brands out there, and they know how to brag about it.
Their testimonials page is pretty simple, showing a set of cards named after Zendesk’s client. The goal is to make it easier for visitors to find a business similar to theirs and provide social proof that most big companies already use their products. Here’s what it looks like:
5. Display Video Testimonials like TopTal
Toptal is an online network of tech freelancers who can be hired on a project basis. Duolingo, Shopify, and Bridgestone are only some companies that use Toptal’s freelancers’ services.
Their testimonial page is pretty simple, called Clients, where they display customer testimonials mostly from enterprise clients, and the video format they use makes them show effective testimonials.
Here you can find many stories about their client’s projects. Most importantly, they highlight how their clients executed successful projects with the help of Toptal’s freelancers. All their testimonials are backed with client quotes from real people and video stories. From this page, people can navigate to a separate page and read more details about the testimonial. Plus, they emphasize the company logos so enterprise clients can immidiatly see that other big brands use their platform.
6. Share the community love like Dribble
Dribble’s testimonial page is slightly different from the ones we have listed. After all, it’s a website for designers, and it must be creative and stand out.
Their testimonial page is made of quotes from designers who use Dribble. The quotes describe why they started using Dribble and how their lives changed after that. They are also enriched with appealing images and video testimonials, with a link to the designer’s Dribble profile, adding extra transparency and trust to the testimonial.
7. Share customers’ success stories like Xaro
The testimonials page by Xero is really easy to use and nicely designed. It includes thorough biographies of its clients, which truly helps you feel a connection to their experiences.
The fact that it focuses on real people who use Xero is what makes this testimonial page special.
For example, one of the stories is about John, who shares a family business with his sister. John is a very easy person to relate to for everyone working in their family business.
8. Show before and after like Basecamp
This is probably the most creative testimonial page you’ve ever seen. Basecamp’s testimonial page is called Before and after.
It’s divided into two parts. In the first part, they’ve added quotes of their customers talking about how they worked before implementing Basecamp in their work setup.
In the second part, there are testimonials of customers who speak about how Basecamp made their lives easier. The testimonial design is simple and genius at the same time!
They also have a full Basecamp customers page where they list tons of satisfied customers
When it comes to showcasing customer experience with their platform, they represent them in a very creative way.
Testimonials as features text – Basecamp is using its customer testimonials to describe its software features. This is just a great idea. When you use your customer words to explain the benefits of the features you provide, it makes a very good copyrighting material that closely resonates with your target audience.
Cool ‘Testimonials’ logo labels – They feature testimonials next to the logo. And when you click, you can list through what satisfied customers talk about Basecamp.
Highlighters for the best quotes – this actually is handy for reading online reviews. They have highlighted the best words and sentences that their customer wrote and are making the reviews page more interesting and quick to read.
Check out BaseCamp’s Testimonials Page.
9. Categorize success stories by industry like Hubspot
HubSpot has one of the greatest testimonial pages, using case studies as a testimonial format. As they are selling enterprise software at a higher price, they need to create resources that will thoroughly explain to customers how to implement the software and what they get from it.
Their case studies are categorized by industry. This is a brilliant idea because potential customers can find their own industry and identify a similar use case to theirs.
Other things to note are that they strongly emphasize the user’s value, show the benefit in an again categorized format, and also show exactly which product/feature is explained in the customer story.
10. Mix customer stories, reviews, and video testimonials like Lumen
Lumen is a very successful D2C brand that started with an Indigogo campaign and spread worldwide among millions of users. They are developing a cutting-edge health product that, based on sophisticated science, helps people regulate their metabolism.
As a complex and technological product, they face a barrier in explaining to people how it works and what its benefits are. That is why previous users’ experiences help a lot in this case, so the company has focused on providing this with a rich testimonials page that mixes all: text testimonials, testimonial videos, and expert success stories.
The expert stories come from renowned scientists that have tried the product and experienced its benefits first-hand. They are placed in a way that makes them look like endorsements, giving the whole page more credibility. The reviews are short and sweet, with a call-to-action button redirecting users to try Lumen.
Here is a sneak peek of their great testimonials page:
11. Share expert reviews like Athletic Greens
Athletic Green’s Testimonials page includes 3 types of reviews, from health experts, professional athletes, and real customers, giving added trust to help potential buyers make decisions.
What I like about this page:
- The reviews are short and to the point
- They include both men and women as their customers
- You can see a transparent rating based on the number of reviews, which is very high
12. Casper Mattress Shows 1-star Reviews
Let’s break down how the famous mattress company Casper is using the customer testimonials page, or the Reviews page, to provide trust for their website visitors.
Dedicated Top Reviews Menu – They have emphasized the importance of the reviews and placed them at the top header navbar to make it visible for visitors to find their customers’ testimonials immediately
An inline Call To Action button – placing a call to action button in the middle of the reviews page makes total sense, as it shows that this company has probably tested and realized that a big percentage of the potential customers will make an action to place an order once they read positive experiences.
Testimonials categories – As you can see, Casper is providing reviews based on a specific category representing their product’s potential benefit. People who value some of the categories most can easily find previous customers’ testimonials.
Showing negative reviews – Additionally, the reviews page has a link that drives people to a dedicated page for ALL reviews that are in the specific category. On this page, the company displays extremely valuable information regarding the reviews, such as the number of reviews and filters by a star rating so people can also have a chance to read the negative reviews.
I will definitely note that this is one of the rare companies that display so many of their reviews on the website and at the same time also provide 1, 2, or 3-star reviews.
Although the reviews are mostly negative with 1 star, the willingness to show the negative reviews from unsatisfied customers makes the company very legit, gives trustworthiness, and proves that it is impossible to fulfill every customer issue. But always try to make it better.
And last but not least, Casper also provides information on how the review was collected.
Just WOW! Transparency at its best.
As you can see, Jen wrote a great 5-star review, but Casper is saying that This user received a sweepstakes entry for writing a review, a piece of information that might change your perspective when you read her review. Bravo Casper!
Check out Casper’s Testimonials Page for more inspiration.
13. Highlight the benefits in the reviews like Hey
Hey is an email software that is trying to revolutionize how people receive, read and send emails.
Similar to the case with Basecamp, Hey is a great example of showing a customer reviews page in a very simple yet powerful design.
The reviews on their home page use a yellow highlight to show potential buyers the product’s benefits and why a customer switched to Hey. Their purpose is obvious. They use a happy customer review to convince users of Gmail, Outlook, or similar email inboxes to switch.
14. FitBit’s Unconventional Reviews Page
Links to relevant articles – The famous wearable brand has made an interesting approach to showcase reviews about their products from various sources. They are selling tech products, and the most common approach is to provide reviews from tech writers or experienced bloggers who will publicly write about their experience with the product. Please note that most of these publications, such as Engadget, The Verge, and PC Mag are very familiar to their audience and have a strong reputation in the community. Do not use this approach to pay bloggers to publish your PR-review text and just fake a staged press. This is not how transparency works.
Ambassadors program – This section is very powerful. Fitbit has managed to make products that are just amazing to use and are approved by people with great authority in their fields. The ambassadors’ program features experiences from famous athletes who tell their stories in an interview format with details about why they love the product. For example, here is what Jens Voigt, a former professional cyclist, wrote about FitBit:
Why do you love Fitbit? As I mentioned, I want to stay fit now that my professional career is over, and my Fitbit Ionic is the perfect tool to help me do that. I wear my Fitbit Ionic all the time—it measures my heart rate, counts my steps, and maps my runs. It seamlessly syncs with my computer, and I can connect with my Strava account and share my run experiences, too. I like that it’s easy to use and basically idiot-proof, which is always my weakness with technology. My Fitbit Ionic is a robust piece of technology, and it looks pretty slick and smart on my arm.
Not staged photos of celebrities wearing Fitbit – When your favorite celebrity uses a product that you are considering to purchase, you will not ever look elsewhere. Especially when this proof appears not planned or in any sense staged or sponsored by the company. Celebrity endorsements are still a thing, but when a celebrity appears that wears a product because they like it, it’s just gold for attracting their followers to want your product. In the example below, you can see that they are showing a spontaneous photo of the famous actress Nina Dobrev with the caption: Nina Dobrev spotted wearing her Fitbit Alta in Santa Monica.
Check out FitBit’s Reviews Page.
15. Ritual Provides Doctor’s Email
Ritual is a company that produces multivitamins for women with the most transparent ingredient list.
We’ve all seen landing pages that promise us a ‘7-day weight loss’, ‘3 steps get younger programs’, or ‘grow hair secret formulas.
To make such a brand legit and just stand out in the ‘untrustworthy’ supplement industry, your reviews, claims, and customer experiences must evolve and be REAL.
Ritual is actually trying to do this – provide a unique approach to gain web visitors’ trust. Here are some of the things that they are showcasing:
Direct contact with a doctor is very specific for this type of website and product. You often see expert advice and a video for health products, but for some weird reason, these ‘doctor’s approved’ products usually don’t work.
So why Ritual’s doctor page is different?
Well, you can actually reach out to this person and ask for his help. They have the doctor’s email right in the FAQ section, so just click on it and send him an email.
But can this approach be improved?
In my opinion, the direct contact with the person is great, but I think that instead of an email such as email@example.com, they should include a ‘normal person’s email such as firstname.lastname@example.org that will not seem automated or managed by some intern.
Also, in the era of social media, the company may include direct social media links to the doctor or just direct Messenger or Chat room links so a person can talk with the doctor directly.
Video testimonials – again, a very common practice for this type of product. The published videos are professionally done, and each of the customers’ has a relevant occupation, such as a fitness trainer, who gives greater credibility to the website. But, I must say that these videos would be more appealing to the common people if they were pre-generated from Instagram or Facebook profiles, and posted publicly by these customers.
Check out the Ritual Testimonials Page
16. HashChing shows reviews from REAL Facebook users
HashChing is Australia’s first online marketplace for home loans. This is a very specific industry where customer reviews, transparency, and trust are extremely important when it comes to acquiring new customers.
Here are 3 things that they are doing on their website:
Show relevant business data – Data never lies, and companies that are winning in their markets are always in a great position to provide trust by showing their success metrics. HashChing is doing this by dedicating a core homepage segment to provide transparency and relevancy by emphasizing its success statistics. If you know that a service has 40809 users, it will definitely help you make your decision very fast. And to make this space more interactive, they have also included a video testimonial by one of their users.
Sync reviews from social media – With the help of EmbedReviews, HashChing syncs in real-time with their Facebook page to generate and display reviews from REAL Facebook users. It is of great importance to show potential customers how you’ve got this review, and with the EmbedReviews functionality, they can easily authenticate that it was pre-generated from an actual person on Facebook who shared the reviews publicly.
Check out HashChing testimonials page.
17. Shopify Plus
Shopify Plus uses a very smart way of displaying its case study testimonials. The key here is that they point out the previous platforms their current customers used and how Shopify helped them increase their conversions.
Within the page of a specific customer, they use data, numbers, and three nicely viewable sections:
Challenge – what were the challenges that the customer has faced
Solution – what solution was used (it is almost always Shopify Plus)
Results – the outcome expressed in nice content and timeframe of execution together with a quote
Check out the Shopify Plus testimonials page.
As you can see, there are various ways to showcase testimonials on your website. The key is to find what works best for your company, product, or service — and then go for it!
Once you have found a few examples of testimonial pages, you can begin to design your own page. You will want to ensure that you include all of the elements you saw on the other pages that you liked. This includes featuring the customer as the star, leveraging user-generated content, highlighting company culture, and sharing love with customers. You will also want to ensure that you focus on product features and emphasize the company’s impact. Following these tips can create an effective and appealing testimonial page.
As a summary of these analyzed innovative testimonials pages, here is a list of 10 things you can re-use to enhance trust and transparency and boost conversions on your website.
- Show social media reviews and feedback from REAL people
- Create and show videos with your customers
- Make interviews with famous people in your industry
- Reach out to bloggers or journalists to review your product
- Hire an industry expert to handle customer questions (for delicate products such as health or children)
- Send samples to celebrities that might love your product
- Display the negative reviews, too
- Collect reviews as many as possible from all your web accounts
- Show your business results, the number of users, and similar.
- Use customer quotes to describe features of your product
- Use testimonials in advertising
Hope this article will help you and your company use more creative approaches to re-alive your website to speak to your prospects sincerely.