Tip: Turn your testimonials into a narrative to increase conversions

Testimonials can have a big impact on whether people buy your product — if they actually read them. Use an engaging narrative to lead visitors all the way through to the end.

Jen Yip (@lunchbag) of Lunch Money had a wealth of testimonials and wanted to capitalize on them. But she didn't want a giant wall of text that no one would read. Her solution? She made the testimonials interesting by turning them into a narrative. She did this by sorting them into groups of three, according to their content. Then she connected each group with a thread that weaved in and out of each group. You can check it out here. This made her testimonial page more interesting and allowed readers to easily find the most relevant testimonials from the bunch. In fact, 50% of her visitors now make it to the bottom. And as you might expect, people who view the page typically have a higher conversion rate — sometimes double.

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  1. 2

    Such a great example. @lunchbag is brilliant.

  2. 2

    She's brilliant.

    Everyone else mish-mashes their testimonials as if simply having them is good enough (it isn't). She weaves a logical narrative and substantiates it with actual quotes from her customers.

    For Zlappo, I instinctively knew that I needed to showcase testimonials that say different things, but I think structuring them like Jen would be better.

    Thanks for the tip!

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