a single source, nothing corroborates it

Show each visitor proof from people like them

Buyers trust customers who resemble them, so group testimonials by customer type and show each segment its own. Choose them so every one covers a different part of the offer and answers a different objection rather than three praising the same thing, prompt each customer on which piece of their experience to describe, and order the blocks to answer objections in the sequence they arrive.

The method

1. 01

   Split testimonials by customer type and show each visitor the ones from people in their own segment, because buyers trust customers who resemble them.

2. 02

   Cast the imagery and testimonials on the page as the exact segment you are selling to, so a visitor sees somebody like themselves.

3. 03

   Select testimonials so that each one covers a different part of the offer and ideally answers one of the objections you identified, rather than three that praise the same thing.

4. 04

   Do not leave testimonial content to chance: prompt each customer to talk about one specific part of their experience, because a targeted account carries more weight than general praise.

5. 05

   Order the social proof on a product page so each block answers the next objection a visitor will have: familiar customer logos for whether you are real, awards for whether the product is any good, then customer clips for whether people like them use it.

What it returned

• Ahrefs groups its testimonials by type of customer

• Katelyn Bourgoin's example is knowing your buyers are new mothers or university students and showing that rather than reaching for a celebrity.

• Welsh's reasoning is that different prospects need to hear from different people about different aspects.

• HubSpot runs this with Vouch, guiding customers on which piece of their experience to describe.

Sources

• HubSpot vs Zoho - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Why It’s Brainy · undated
• Mimicry - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · ​ ​Use Spokespeople Your Buyers Relate To · undated
• The 5-4-3-2-1 formula that boosted sales by 27%Justin Welsh · justinwelsh.me · 3 Testimonials · 2024-07-06
• Ahrefs' Social ProofHarry Dry · Marketing Examples · undated
• My step-by-step guide to landing pages that convertHarry Dry · Marketing Examples · 7/ More social proof · undated