Landing Page Guideline #5: Increasing Credibility with User Testimonials

ARTICLE SNIPPET - Adding User Testimonials to Your Landing Page Increases Conversion Rates, as they Comfort and Reassure Your Customers that Other People Have Bought and Been Very Satisfied with your Product or Service

Most people arrive at a website and within less than 10 seconds can determine whether it's clean, professional and worth their time. Your landing page delivers the first impression. It's usually the most important page on your site. It needs to be a fast, effective messenger.

With a quick glance, visitors to your site should know exactly what your site is all about or what your business does. Determine what image and message you want the customer to "get" in those first few seconds, and design your landing page toward that objective. Anything that distracts from the central message or image you wish to project should be eliminated.

The Mequoda online marketing experts have developed 12 guidelines for optimizing landing pages that support getting the order. In this chapter of the Landing Page Handbook, we take a close look at Guideline #5: Increasing Credibility with User Testimonials.

• Buyers love having their purchase decisions validated.
• The credibility of your product or service is invaluable, and the authenticity of your user testimonials must likewise be completely believable.
• Good, credible testimonials are a vital element of any sales letter landing page.
• A testimonial is an endorsement or factual statement of praise from a satisfied customer or celebrity spokesperson.
• Testimonials should be a accurate transcription of your customer's own words and ideally should include a full identification of the buyer by name, city, state and occupation.

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