Testimonials can actually decrease conversion
One interesting thing we recently learned is that testimonials decrease conversion when they're not relevant to the visitor.
Imagine this. You have a product that serves creators. But on your landing page, you only show testimonials from SaaS companies.
When the visitor reads this, they immediately think that the product isn't for them.
On the other hand, testimonials increase conversion when the person reading them can relate to the visitor.
That's why we rolled out filters for our most popular testimonial widget today https://twitter.com/euboid/statu...
Curious to hear your thoughts
Easily circumvented by having a 'use cases' section for each of your audience persona. :)
"One interesting thing we recently learned is that testimonials decrease conversion when they're not relevant to the visitor."
I'm curious about the detailed process of how you learned it.
I was skeptical when I read your title, but the example you stated is clear and compelling. Of course people could be turned off if the sort of person they see themselves as is not represented in the testimonials.
I'd like to hear more about how you would solve this issue, but your Twitter link doesn't seem to be working.