Testimonial pages are fairly predictable. Find a bunch of your best customers, get them to say something nice. Convince new customers you and your team are a bunch of trustworthy, nice people to do business with.
Problem is this: predictable = skeptical
Here’s an idea: Take a random sample of comments including ‘some’ bad. The implicit assumption here is that we have more good reviews than bad. If we don’t forget the testimonials and fix your stuff.
Once we’ve got a representative sample of testimonials including some negative what we’ve done is taken our brand into the realms of reality. Result: Increased levels of trust and reduced skepticism.
- We are saying that we are real – we occasionally make mistakes.
- We are saying we are honest – which is refreshing.
- We are saying we can’t please everyone – which is authentic.
Startups out there – differentiate your self with some authenticity.