Testimonials are a tremendous plus for a website - or any marketing - as a third party endorsement that helps greatly to build trust.
But what works best on a testimonial page? Lots of testimonials? A few but select? Long or short?
We recently examined many of our websites testimonial pages to see which were most effective, based on exit percentage (what percentage of visitors left the site at that point without viewing another page).
The answers were clear:
1. The least effective testimonial pages are long pages full of dozens of short testimonials.
2. Long testimonial pages do not work. They should not be more than 3 screens long.
3. A few long testimonials is more effective than many short ones.
4. Dividing testimonials into categories helps, whether on the same page or different pages.