So you've gone through the effort... collecting testimonials and putting them onto every web page, right next to your page copy to provide that critical social proof. You're all done, right?
Not so fast. Ask yourself: how do the testimonials look?
I don't mean if they are compelling - how explicit are the result?. I don't mean if they are current - are they recent testimonial that have recently been rotated through? I don't mean if they are credible - is the source of testimonials viewed by the reader as their peer?
I mean literally, how does your testimonials look?
There was a fascinating study conducted by Mike Reining from MindValley Labs. In it, they tested how the appearance of a testimonial impacts click-through rates. Specifically, they compared a very boring, unstyled text testimonial versus the same testimonial dressed up with a punchy font and graphic treatment.
Something similar to this:
Plain Testimonial:
Your widget increased our sales by 100% in three months.