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10 Great Testimonial Examples From Landing Pages



10 great testimonial examples from landing pages

Landing pages help drive traffic, increase conversions, and improve SEO. However, not all landing pages are effective. If your landing pages aren’t producing results, the issue might not be your copy or your product—it might be because you aren’t using testimonials efficiently.

Below, we’ll look at ten different landing page testimonial examples and discuss why they work and how they build trust. First, let’s cover why they matter so much for brands.

Why Should You Include Testimonials on Your Landing Page?

The primary purpose of a landing page is to convert visitors and move them through your sales funnel. Ideally, you’ll have fantastic copy to convince customers you can solve their problems.

However, consumers don’t trust brands—they trust other people. According to the Edelman Trust Barometer Special Report, only one-third of consumers trust brands to do the best they can for their customers and the world at large.

Who do they trust? Other consumers. In fact, 92 percent of consumers report they trust word-of-mouth marketing more than any other type of marketing.

Testimonials on landing pages can also help:

  • increase relevance by mentioning specific pain points the customer is facing
  • drive conversions, as consumers who read testimonials, are 58 percent more likely to convert
  • showcase important features in an easy-to-read format
  • establish use cases that might not be highlighted in marketing copy

10 Testimonial Examples Used on Landing Pages

Including testimonials on a landing page is a powerful way to increase trust, drive clicks, and overcome objections. How those testimonials are formatted, however, can drastically impact how well they reach those goals.

The testimonial examples below showcase a few of the most effective ways to successfully use testimonials based on the audience and landing page type.

1. Blue Apron Uses Changing Testimonials

Blue Apron, an at-home meal kit company, leverages the power of testimonials on its pricing page in a unique way. The testimonials are plain text with no images. However, they still stand out.

Here’s the first testimonial on the page:

testimonial examples

It highlights the novelty of the meal kits, which encourages users who might think they’ll get bored. A few seconds later, the testimonial changes to this one:

Testimonial Examples Used on Landing Pages - Blue Apron Uses Changing Testimonials

This testimonial focuses on how healthy the meals are, which is ideal for customers worried about their health. By changing the testimonials every few seconds, Blue Apron can show a variety of reviews to potentially address different consumers’ pain points. The change is also visually appealing, which grabs viewers’ attention.

2. Offers Authorative Testimonials is dedicated to providing buyers and vendors with incredibly detailed reviews of popular business technology. On their landing page about Salesforce, a popular sales and marketing tool, they use a testimonial to highlight one of their reports.

In addition to being visually appealing due to bright colors and clean icons, the testimonial is powerful for another way because it’s from a recognizable, authoritative person in the field: James White of Active Spectrum.

Testimonial Examples Used on Landing Pages - bizsoftware

Using a testimonial from an authority figure helps establish trust. People often assume if someone in a position of authority likes a product, service, or piece of work, there’s a good chance we will too.

Putting the review next to a download form is also an interesting strategy. Most brands use testimonials to drive sales, not leads. However, this can be effective at enticing leads by encouraging them to fill out forms.

3. MarketerHire Increases Trust

MarketerHire is a company dedicated to connecting companies and marketers. The testimonials MarketHire features on their site specifically show how they help address pain points.

Testimonial Examples Used on Landing Pages - MarketHire

These testimonials address concerns about how difficult the service may be to use, worries about hiring during difficult times, and anxiety about trying a service like MarketerHire in general. Knowing other users have similar pain points and found MarketerHire to be an effective solution can establish trust.

The images of each testimonial provider and their name and position also help readers trust that these reviews are real and accurate. The images and logos are also eye-catching and invite scrollers to have a closer look.

4. InseevInteractive Offers More Testimonials Without Taking up More Space

If a few testimonials are good, a lot of testimonials should be great, right? That’s not entirely true.

If you want to include testimonials on your landing page, just be sure to not include too many. Going over-board with the testimonial examples can overwhelm your leads and they could move with your competitor.

InseevInteractive, a marketing company, found a way around this challenge by installing buttons that allowed visitors to see more testimonials or read long-form case studies.

Testimonial Examples Used on Landing Pages - InseevInteractive

This testimonial example leverages the power of social proof while keeping customers who are ready to convert on task. If a customer needs a bit more information, they can easily click to read more.

As powerful as testimonials are, it’s crucial not to pull people out of your sales funnel with distracting elements. This testimonial example walks that fine line perfectly.

5. Teamwork Includes Eye-Catching Trust Signals

Teamwork is a project management tool designed to grow with businesses, making it ideal for small businesses and startups. However, there are dozens of similar tools on the market. Where do they stand out?

One factor that differentiates them is their use of testimonials

Teamwork features two testimonial sections on their landing page. The first includes an image of the person and a short review:

 testimonial examples - Eye-Catching Trust Signals

This testimonial example stands out because of the trust symbols Teamwork uses under Donna’s review. These showcase the tool as a reliable, award-winning tool. They are also bright and grab the eye as users scroll down.

Then, further down the page, they include more testimonials from Twitter.

 testimonial examples - Eye-Catching Trust Signals

Sharing Tweets, which can be verified if readers want to do some extra legwork, establishes trust in the brand. Teamwork also uses the buttons on either side of the Tweets, which allow users to scroll through more testimonials if they so choose.

Offering more testimonials without overwhelming a whole page with them is powerful because it shows a wide range of people like your product. It gives prospects a chance to find a review that addresses their concerns.

6. Topic Uses an Eye-Catching Design

Topic is an AI-powered content tool designed to help brands create better quality content fast. They leverage the power of testimonials by including a ton of testimonials on their landing page:

Testimonial Examples Used on Landing Pages - Topic

These testimonials stand out due to the careful attention to design. Each review includes the image, full name, and position of the reviewer, which can establish trust and give the section a clean, professional look.

Each review is split up into cards to keep them organized and easy to read. The logos and small profile images are visually appealing and draw the eye to each review.

This testimonial example is powerful for several reasons: the design is on point, the reviews are eye-catching, and they leverage several other strategies, like using authoritative reviewers and including images.

7. Booker Adds Five Stars to Grab Attention

The vast majority of internet users don’t read; they skim. Booker, a business management platform for beauty companies, found a way to capture scanners’ attention while also leveraging the power of testimonials.

They use several testimonial examples to highlight what people love about their software on their business management landing page.

In addition to the companies’ names and short testimonials, they include icons and star ratings.

Testimonial Examples Used on Landing Pages - Booker

The five-stars allow users just scrolling by to easily see what reviewers think of Booker without having to stop and read the entire review.

This testimonial format strikes the perfect balance between trust by offering longer written testimonials and giving users the information they need at a glance by including the five-star rating.

8. Display User’s Testimonials on Different Landing Pages

Keap is a CRM designed for small businesses that want to leverage automation in their sales processes. They offer several landing pages for each feature, including CRM, automation, reporting, and analytics.

Each landing page includes several testimonials where current customers share what they love best about Keap. However, they don’t use the same testimonials on each page.

For example, on their automation landing page, each testimonial mentions how Keap’s automation features help save the users’ time.

Testimonial Examples Used on Landing Pages - Keap

Like Booker, they include five-star icons, which grabs attention and allows people scanning the page to see how much the tool is loved.

By offering different reviews on each page, Keap provides relevant testimonials to each customer persona.

9. Salesflare Uses Pictures to Increase Trust

Salesflare is a powerful CRM designed specifically to help B2B businesses grow. The brand uses a simple landing page to drive conversions by offering a picture of the platform, an icon-rich features list, and several testimonials.

Unlike other testimonials, which are often several lines long, Salesflare keeps it simple by using one or two lines for each testimonial. They also include profile pictures, full names, and the the name of the company that completed the review.

testimonial examples - salesforce

In some cases, using longer testimonials might be more effective. However, on this page, Salesflare relies on the images and brand names to increase trust and grab readers’ attention.

10. Lattice Combines Testimonial Types for a Powerful Punch

Lattice is an HR management platform used by some of the biggest brands in the world. Their testimonial section packs a big punch by using three different testimonial types, all in one easy-to-view section.

First, they list the names of big brands they work with, including Reddit, Slack, and Asana. Knowing those well-established brands use this tool helps inspire trust—they obviously aren’t new to the industry.

Testimonial Examples Used on Landing Pages - Lattice

The next section offers an individual review from a reputable source: the VP of People of Reddit. Knowing she trusts Lattice may help readers feel confident it’s a trustworthy solution. They also include an image, which shows her face and helps viewers connect with the review with the human who gave it.

Finally, on the right side, they offer a link to read case studies and list how many people use their company.

Lattice’s testimonial section works incredibly well because it includes a lot of information and several forms of testimonials but keeps the design sleek and easy to read.


Many brands don’t effectively use testimonials on landing pages, if they use them at all. The testimonial examples above serve as inspiration for using testimonials on your own landing pages.

Keep in mind that testimonials don’t work in a vacuum; they should only be one aspect of your digital marketing strategy. For example, you may benefit from beefing up your social media strategy, carrying out marketing campaigns, publishing blog posts that help users find your business organically, and analyze/fix any SEO issues.

If this sounds overwhelming and you need help developing or improving your marketing strategies, reach out. Our agency is happy to help in whatever capacity you need.

Do you use testimonials on your landing pages? What impact have they had on your conversions?

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Comparing Credibility of Custom Chatbots & Live Chat



Building Customer Trust: Comparing Credibility of Custom Chatbots & Live Chat

Addressing customer issues quickly is not merely a strategy to distinguish your brand; it’s an imperative for survival in today’s fiercely competitive marketplace.

Customer frustration can lead to customer churn. That’s precisely why organizations employ various support methods to ensure clients receive timely and adequate assistance whenever they require it.

Nevertheless, selecting the most suitable support channel isn’t always straightforward. Support teams often grapple with the choice between live chat and chatbots.

The automation landscape has transformed how businesses engage with customers, elevating chatbots as a widely embraced support solution. As more companies embrace technology to enhance their customer service, the debate over the credibility of chatbots versus live chat support has gained prominence.

However, customizable chatbot continue to offer a broader scope for personalization and creating their own chatbots.

In this article, we will delve into the world of customer support, exploring the advantages and disadvantages of both chatbots and live chat and how they can influence customer trust. By the end, you’ll have a comprehensive understanding of which option may be the best fit for your business.

The Rise of Chatbots

Chatbots have become increasingly prevalent in customer support due to their ability to provide instant responses and cost-effective solutions. These automated systems use artificial intelligence (AI) and natural language processing (NLP) to engage with customers in real-time, making them a valuable resource for businesses looking to streamline their customer service operations.

Advantages of Chatbots

24/7 Availability

One of the most significant advantages of custom chatbots is their round-the-clock availability. They can respond to customer inquiries at any time, ensuring that customers receive support even outside regular business hours.


Custom Chatbots provide consistent responses to frequently asked questions, eliminating the risk of human error or inconsistency in service quality.


Implementing chatbots can reduce operational costs by automating routine inquiries and allowing human agents to focus on more complex issues.


Chatbots can handle multiple customer interactions simultaneously, making them highly scalable as your business grows.

Disadvantages of Chatbots

Limited Understanding

Chatbots may struggle to understand complex or nuanced inquiries, leading to frustration for customers seeking detailed information or support.

Lack of Empathy

Chatbots lack the emotional intelligence and empathy that human agents can provide, making them less suitable for handling sensitive or emotionally charged issues.

Initial Setup Costs

Developing and implementing chatbot technology can be costly, especially for small businesses.

The Role of Live Chat Support

Live chat support, on the other hand, involves real human agents who engage with customers in real-time through text-based conversations. While it may not offer the same level of automation as custom chatbots, live chat support excels in areas where human interaction and empathy are crucial.

Advantages of Live Chat

Human Touch

Live chat support provides a personal touch that chatbots cannot replicate. Human agents can empathize with customers, building a stronger emotional connection.

Complex Issues

For inquiries that require a nuanced understanding or involve complex problem-solving, human agents are better equipped to provide in-depth assistance.

Trust Building

Customers often trust human agents more readily, especially when dealing with sensitive matters or making important decisions.


Human agents can adapt to various customer personalities and communication styles, ensuring a positive experience for diverse customers.

Disadvantages of Live Chat

Limited Availability

Live chat support operates within specified business hours, which may not align with all customer needs, potentially leading to frustration.

Response Time

The speed of response in live chat support can vary depending on agent availability and workload, leading to potential delays in customer assistance.


Maintaining a live chat support team with trained agents can be expensive, especially for smaller businesses strategically.

Building Customer Trust: The Credibility Factor

When it comes to building customer trust, credibility is paramount. Customers want to feel that they are dealing with a reliable and knowledgeable source. Both customziable chatbots and live chat support can contribute to credibility, but their effectiveness varies in different contexts.

Building Trust with Chatbots

Chatbots can build trust in various ways:


Chatbots provide consistent responses, ensuring that customers receive accurate information every time they interact with them.

Quick Responses

Chatbots offer instant responses, which can convey a sense of efficiency and attentiveness.

Data Security

Chatbots can assure customers of their data security through automated privacy policies and compliance statements.

However, custom chatbots may face credibility challenges when dealing with complex issues or highly emotional situations. In such cases, the lack of human empathy and understanding can hinder trust-building efforts.

Building Trust with Live Chat Support

Live chat support, with its human touch, excels at building trust in several ways:


Human agents can show empathy by actively listening to customers’ concerns and providing emotional support.

Tailored Solutions

Live chat agents can tailor solutions to individual customer needs, demonstrating a commitment to solving their problems.


Human agents can adapt to changing customer requirements, ensuring a personalized and satisfying experience.

However, live chat support’s limitations, such as availability and potential response times, can sometimes hinder trust-building efforts, especially when customers require immediate assistance.

Finding the Right Balance

The choice between custom chatbots and live chat support is not always binary. Many businesses find success by integrating both options strategically:

Initial Interaction

Use chatbots for initial inquiries, providing quick responses, and gathering essential information. This frees up human agents to handle more complex cases.

Escalation to Live Chat

Implement a seamless escalation process from custom chatbots to live chat support when customer inquiries require a higher level of expertise or personal interaction.

Continuous Improvement

Regularly analyze customer interactions and feedback to refine your custom chatbot’s responses and improve the overall support experience.


In the quest to build customer trust, both chatbots and live chat support have their roles to play. Customizable Chatbots offer efficiency, consistency, and round-the-clock availability, while live chat support provides the human touch, empathy, and adaptability. The key is to strike the right balance, leveraging the strengths of each to create a credible and trustworthy customer support experience. By understanding the unique advantages and disadvantages of both options, businesses can make informed decisions to enhance customer trust and satisfaction in the digital era.

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The Rise in Retail Media Networks



A shopping cart holding the Amazon logo to represent the rise in retail media network advertising.

As LL Cool J might say, “Don’t call it a comeback. It’s been here for years.”

Paid advertising is alive and growing faster in different forms than any other marketing method.

Magna, a media research firm, and GroupM, a media agency, wrapped the year with their ad industry predictions – expect big growth for digital advertising in 2024, especially with the pending US presidential political season.

But the bigger, more unexpected news comes from the rise in retail media networks – a relative newcomer in the industry.

Watch CMI’s chief strategy advisor Robert Rose explain how these trends could affect marketers or keep reading for his thoughts:

GroupM expects digital advertising revenue in 2023 to conclude with a 5.8% or $889 billion increase – excluding political advertising. Magna believes ad revenue will tick up 5.5% this year and jump 7.2% in 2024. GroupM and Zenith say 2024 will see a more modest 4.8% growth.

Robert says that the feeling of an ad slump and other predictions of advertising’s demise in the modern economy don’t seem to be coming to pass, as paid advertising not only survived 2023 but will thrive in 2024.

What’s a retail media network?

On to the bigger news – the rise of retail media networks. Retail media networks, the smallest segment in these agencies’ and research firms’ evaluation, will be one of the fastest-growing and truly important digital advertising formats in 2024.

GroupM suggests the $119 billion expected to be spent in the networks this year and should grow by a whopping 8.3% in the coming year.  Magna estimates $124 billion in ad revenue from retail media networks this year.

“Think about this for a moment. Retail media is now almost a quarter of the total spent on search advertising outside of China,” Robert points out.

You’re not alone if you aren’t familiar with retail media networks. A familiar vernacular in the B2C world, especially the consumer-packaged goods industry, retail media networks are an advertising segment you should now pay attention to.

Retail media networks are advertising platforms within the retailer’s network. It’s search advertising on retailers’ online stores. So, for example, if you spend money to advertise against product keywords on Amazon, Walmart, or Instacart, you use a retail media network.

But these ad-buying networks also exist on other digital media properties, from mini-sites to videos to content marketing hubs. They also exist on location through interactive kiosks and in-store screens. New formats are rising every day.

Retail media networks make sense. Retailers take advantage of their knowledge of customers, where and why they shop, and present offers and content relevant to their interests. The retailer uses their content as a media company would, knowing their customers trust them to provide valuable information.

Think about these 2 things in 2024

That brings Robert to two things he wants you to consider for 2024 and beyond. The first is a question: Why should you consider retail media networks for your products or services?   

Advertising works because it connects to the idea of a brand. Retail media networks work deep into the buyer’s journey. They use the consumer’s presence in a store (online or brick-and-mortar) to cross-sell merchandise or become the chosen provider.

For example, Robert might advertise his Content Marketing Strategy book on Amazon’s retail network because he knows his customers seek business books. When they search for “content marketing,” his book would appear first.

However, retail media networks also work well because they create a brand halo effect. Robert might buy an ad for his book in The New York Times and The Wall Street Journal because he knows their readers view those media outlets as reputable sources of information. He gains some trust by connecting his book to their media properties.

Smart marketing teams will recognize the power of the halo effect and create brand-level experiences on retail media networks. They will do so not because they seek an immediate customer but because they can connect their brand content experience to a trusted media network like Amazon, Nordstrom, eBay, etc.

The second thing Robert wants you to think about relates to the B2B opportunity. More retail media network opportunities for B2B brands are coming.

You can already buy into content syndication networks such as Netline, Business2Community, and others. But given the astronomical growth, for example, of Amazon’s B2B marketplace ($35 billion in 2023), Robert expects a similar trend of retail media networks to emerge on these types of platforms.   

“If I were Adobe, Microsoft, Salesforce, HubSpot, or any brand with big content platforms, I’d look to monetize them by selling paid sponsorship of content (as advertising or sponsored content) on them,” Robert says.

As you think about creative ways to use your paid advertising spend, consider the retail media networks in 2024.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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