{"id":359,"date":"2017-11-23T14:24:32","date_gmt":"2017-11-23T13:24:32","guid":{"rendered":"https:\/\/bastienmalahieude.fr\/?p=359"},"modified":"2017-11-23T16:02:27","modified_gmt":"2017-11-23T15:02:27","slug":"decoupage-de-home-page-temoignages","status":"publish","type":"post","link":"https:\/\/bastienmalahieude.fr\/en\/decoupage-de-home-page-temoignages\/","title":{"rendered":"Autopsy of a Home Page : The Testimonials"},"content":{"rendered":"

You\u2019re probably like every other human being. You\u2019re using word of mouth to know which services you will use. You\u2019re trusting your family, your friends. You\u2019ve tried this small restaurant a co-worker told you about last week. You\u2019ve been to the theatre, watch this high rated movie on IMDB. You\u2019re working with people that your surroundings recommends you. On a home page it\u2019s the same. You\u2019ll register more easily to a service if the CEO of a well known company, or your competitor, said it\u2019s an awesome product. This part is really important on a page for your users to trust you. It\u2019s the testimonials part. <\/span><\/p>\n

I started to talk about the main headlines and continued with Call to Actions. On this episode of my autopsies, I will focus on testimonials. What it is, how to use them and why using them.<\/span><\/p>\n

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Description<\/b><\/span><\/span><\/h3>\n

Testimonials is a section, containing images, quotes, full customer reviews about your product. Their main goal is to reassure the consumer discovering your product. People are social animals. They are influenced by other people. This cognitif biais is called Social Proof<\/i>. It\u2019s been discovered in 1935 by Muzafer Sherif, a psychologist. This theory explains that humans believe in people around them more than themselves. Even more if it\u2019s about a subject they don\u2019t know or handle perfectly. <\/span><\/span><\/p>\n

Most of the time presented by three, the number is not an issue. It\u2019s however important to think about how you will present them to be trustworthy to your final audience.<\/span><\/span><\/p>\n

About presentation, you have multiple choices. You can go either with a customer review, a video or just simple quotes. <\/span><\/span><\/p>\n

About Customer reviews it\u2019s a must have. If you can present how you helped your customer it\u2019s a rich content that will help you, at first with SEO, but also to guide your customers, knowing if your product will fit their needs.<\/span><\/span><\/p>\n

If you\u2019re thinking about doing a video, it can be either a good or a really bad thing. If your video does not look pro, it can hurt your company\u2019s credibility. It\u2019s important to think about what you want to do before jumping on this support.<\/span><\/span><\/p>\n

Theses 2 supports are interesting, but take some time and money to do. Moreover, they\u2019re aren\u2019t 100% part of your home page. In this review I\u2019ll see more how to use the 3rd<\/sup> option : The quote.<\/span><\/span><\/p>\n

About your quote\u2019s structure, you have to humanize it. Add a picture of your customer, his position, the name and even logo of the company. This will help your quote to be considered seriously.<\/span><\/span><\/p>\n

About content, try not to put sentences that could fit for every content.<\/span><\/span><\/p>\n

\"Abraham<\/p>\n

Use quotes telling why your product is a great one, how it helped it to fix its needs. What did your company bring them. Your product will solve issues use this as a strength.<\/span><\/span><\/p>\n

Feel free to use some numbers in your quotes. It will help the visitor to calculate its return on investment. For example replace sentences like \u201cThis company helped me to earn some free time\u201d<\/i> by \u201cI reduced my time on this task by around 80%\u201d<\/i> <\/span><\/span><\/p>\n

Another thing you should focus on is to emphasize the human. Show how your product will make everyone\u2019s life easier. <\/span><\/span><\/p>\n

To finish, if your target is B2C, it\u2019s a bit harder to get trustworthy testimonials. You can use 3<\/span>rd<\/span><\/sup> party testimonials platform such as Amazon reviews or even TrustPilot.<\/span><\/span><\/p>\n

Exemple of <\/span> Successful Use <\/span><\/b><\/span><\/h3>\n

Here I will offer you a set of successful business using this advice !<\/span><\/p>\n

Dunforce<\/b><\/span><\/h4>\n
\"Testimonials

Testimonials on Dunforce’s website<\/p><\/div>\n

Dunforce is a company allowing you to automate your invoice\u2019s process. It service allow collection agents to reduce their treatment time by 80%. It allow them to also focus on tasks with a higher human value. On their home page, they present testimonials as a slider.<\/span><\/p>\n

On this, they interviewed Serge Papo, CEO of Nomination. His head in the main content en the page, allowing you to focus on what he\u2019s saying. <\/span><\/span><\/span><\/p>\n

If you\u2019re looking at the wording, this quote is really interesting\u00a0! They show a double benefit, supported by numbers. They are helping <\/span><\/span><\/span>humans<\/span><\/span><\/span> by reducing the treatment time by 90\u00a0% and also a financial one\u00a0: Reducing the DSO by 35\u00a0% <\/span><\/span><\/span><\/p>\n

PayFit<\/h4>\n

Payfit is a company offering a solution to help HR pay its employees. <\/span><\/span><\/span>This task is complicated to handle for companies, due to the complexity of the French work law.<\/span><\/span><\/span><\/p>\n

On their home page <\/span><\/span><\/span>they have 2 parts of testimonials.<\/span><\/span><\/span><\/p>\n

\"Testimonials

Testimonials on Payfit’s website<\/p><\/div>\n

The first one, contains quotes from some of their customers.<\/span><\/span><\/span><\/p>\n

Here, they decided to show only the company name, the first name of the employee and its position. This choice is risky. As for the wording, every testimonial present one of the point I talked about above. The first one talks about a benefit with numbers. Dividing costs by 2. The 2nd one is about human. Using the expression give a smile<\/i>. The last one is about benefits. Showing one of the pain Payfit is solving\u00a0: Handling employees\u2019 salaries. <\/span><\/span><\/span><\/p>\n

T<\/span><\/span><\/span>he second part of testimonials show 4 use cases with videos. With a really clean production, they bring a lot of credibility to promote their product.<\/span><\/span><\/span><\/p>\n

\"Video

Video testimonials on Payfit’s website<\/p><\/div>\n

If you want to see the complete study of Payfit\u2019s home page, it\u2019s here <\/span><\/span><\/span><\/p>\n

To finish, customer testimonials show that there are words behind features. People using this service. Testimonials aren\u2019t mandatory if your company is already known in its market. If it\u2019s not, you should really consider putting them on your homepage. <\/span><\/span><\/span><\/p>\n

This article is part of my newsletter and my future white paper about landing page study. If you\u2019re willing to get it before anyone else, feel free to give me your e-mail address.<\/span><\/p>\n

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