Have you ever seen a testimonial page on a website that restricted you from buying? It happens. When the testimonial page design isn’t up to par, it will add to the bounce rate instead of converting visitors into customers.
A poor testimonial page design can backfire.
The fact is: 95% of consumers read (and trust online) online reviews before making a purchase. Reviews are essential for generating leads and sales but the way how you present customer testimonials is equally important.
Your testimonial page needs to be well-designed and it should follow all (or most) of the following best practices to improve UX and to make it work for you.
1. Mobile Responsive
Is your testimonial page mobile responsive? It should be. This is the first thing that you should aim for. The testimonial page design should be responsive which means it should load and work flawlessly across all the devices.
Why mobile responsive testimonial page is essential?
Because more than 48% of all website traffic comes from the mobile device and is expected to grow in coming years. Not having a responsive testimonial page will theoretically mean that as much as 50% of visitors won’t be able to access it.
This will lower conversions and will skyrocket your testimonial page’s bounce rate. An increase in bounce rate will negatively impact your website’s ranking in SERPs. So it isn’t just about conversions rather a non-responsive testimonial page will impact your business in several ways.
Make the testimonial page responsive. If you’re using a theme (or template), switch to a responsive theme. If you have a custom-developed website, work with your designer(s) to make your website responsive.
2. Use White Space
White space is an important design aspect that you can’t ignore. White space improves readability and improves comprehension by 20% and helps develop clear relationships between different elements on your testimonial page.
Here is an example of how white space improves comprehension:
You get the idea.
A testimonial page design without enough white space will appear cluttered and will look messy. You need to ensure that your testimonial page has a lot of white space. Make elements clear and stand out from the crowd.
When you add white space on your testimonial page, it makes it effective and user-friendly. Visitors will be able to make sense of the page, they will be able to identify different testimonials on the page, the text will be easier to read, and all the design elements will be prominent.
See the following testimonial page by ChowNow. It uses a lot of white space. All the testimonials are separated by white space. Scrolling through the page and reading content is extremely easy.
This is what exactly you should try to do with your testimonial page.
3. Use Numbers
Do you use numbers and digits on your testimonial page and in headlines? You should because numbers, percentages, and statistics stand out from the crowd.
Instead of writing:
“Mr. ABC shares his thoughts on our product.”
You should write:
“Mr. ABC shares how he reduced 10 pounds with our product.”
You can’t resist clicking the second headline even if you don’t want to lose 10 pounds. This is because it provides you with instant results. This is what exactly you should incorporate on your testimonial page.
Add numbers and digits in headlines and sub-headings that are relevant to your primary audience. The numbers should be compelling and should make readers click and read the review.
You don’t have to necessarily use a number in all the headlines rather you should mix it up with the core benefit of your product. The core benefit should be clearly visible in the heading. Address the major problem that your product solves. This will boost conversions significantly.
4. Use Visuals
Visuals are an important element of any testimonial page design. Statistics show that over 91% of consumers on the internet prefer visual content over traditional content (text). This is the reason why you should use as many visuals as possible in your testimonial page.
Visual content can take any form ranging from images to videos to photos and more. You can even convert ordinary text into visual content by adding visual elements to it.
A blank testimonial page having nothing but text won’t look nice and it will neither be appreciated by your audience. Nobody likes reading text on the internet. It appears to be boring.
Here are a few ideas to incorporate visual content on your testimonial page:
- Distribute your testimonial page into different sections and use each section for one type of testimonials like text, videos, etc.
- Use video testimonials as much as you can.
- Use real photos of the customers with their reviews. This will make the page visually pleasing and credible.
- Use images and buttons on the testimonial page. When you have to write a lot of text, convert some of it into an image and publish it. This will keep a good mix of text vs visual.
Spotlight approach is a great way to boost conversions on your testimonial page and it is also a user-friendly testimonial page design technique. It improves UX because you provide visitors with the best and most appropriate review up front.
All you have to do is highlight one review at the top of the page to get user attention. You can spotlight one review from each category too.
Here is an example by Codeacademy.
One review is highlighted at the top. If you visit this page, you can’t resist clicking the spotlight video review because it’s so prominent and attractive that you can’t ignore it.
This is what exactly you have to do with your testimonial page. Use the spotlight technique to grab attention.
No matter how you design your testimonial page and what technique you use, make sure it aligns to your business strategy and values. The page shouldn’t look alien. It should still look a part of your website so it must follow the same theme and pattern.
This alignment is essential.
Once you have designed a great testimonial page, you then need to tweak it further for improvements and to increase conversions and to boost engagement.