20 Customer Testimonial Page Examples That Convert

Ecommerce Best Practices | 13 mins

Imagine a shopper who is a complete stranger to your brand. In most cases, they can’t even physically interact with what you’re selling because your store is online. Unless they’re given evidence of your products’ value, they’re not going to make a purchase.

Testimonial pages are a powerful way to build shoppers’ trust. Once potential buyers see how your product has benefited others, they’re much more likely to buy the item. Researchers at Northwestern’s Spiegel Center saw this trend in a study showing that consumers are 270% more likely to buy a product with five reviews than they are to buy a product with no reviews.

Boost conversions in your store by collecting reviews on a single testimonial page. Both new buyers and repeat customers will feel more confident making a purchase after seeing customer feedback.

Convinced you should add a testimonial page to your site or considering updating your existing page? Take inspiration—and guidance—from the following examples.

Highlight customer transformations

A testimonial is often just a customer quote. These two brands go above and beyond by pairing buyers’ feedback with before-and-after photos and videos, so shoppers have visual proof of the product’s value.

1. Clarisonic

Clarisonic testimonial page

Before buying a high-end facial brush like Clarisonic, shoppers want to know that the product will significantly improve their skin. Clarisonic provides reassurance on their testimonial page with videos of customers describing how their skin feels before and after using the facial brush.

Takeaway: Instead of using static before-and-after photos, feature videos of customers describing their experience. With video, shoppers are able to see customers describe their experience with the product, too, not just their visible results.

2. SmileDirectClub

smile direct club testimonial page

The invisible braces company SmileDirectClub is a departure from traditional orthodontics—and that might worry shoppers who want their teeth straightened. The company makes a case for their product by not only providing before-and-after photos but also featuring quotes from customers. When you click on each picture, a statement from the photographed customer appears about their positive experience with SmileDirectClub.

Takeaway: For every customer that you feature in before-and-after photos, share information about their experience with your product. Make it personal. Providing this context for the photos will build shoppers’ trust in your brand.

Prove your product value with data

Along with sharing individual customer experiences, show the wide-scale impact of your product with data. The two brands below feature customer statistics on their testimonial pages that demonstrate how buyers are benefiting from and regularly using their product.

1. Prose

Shoppers aren’t just reassured by positive reviews—the size of a company’s customer base can also boost their confidence. If they see that many people use a product, they’re going to assume that the brand is doing something right. The custom hair care company Prose highlights the wide reach of their business with stats on their testimonial page. For example, the page states that their customers cover over 18,000 zip codes and that there are over 600,000 customer profiles.

Takeaway: Use data to demonstrate the reach and credibility of your business, so shoppers are able to see that you have a wide base of support.

2. Apple

Businesses are even more skeptical than individuals before investing in a product. To build support, the technology company Apple pairs their testimonial videos from companies with stats about their products’ impact on their clients. For example, Apple highlights their success with a construction company by noting how they helped the business save 50,000 hours per year. After seeing the stat, shoppers can watch a video of one of the company’s superintendents talk about how his team has benefited from using Apple products.

Takeaway: If your brand offers an enterprise product, use your testimonial page to highlight data that reflects how your product has helped companies.

Tell stories from real customers

Shoppers today are looking for brands that build personal connections with customers. Show the humanity of your company by blending testimonials with the larger life stories of customers, like these two brands.

1. Beats by Dre

To wow potential customers, brands today don’t just showcase their product—they also highlight the inspiring people who use them. The headphone company Beats follows this strategy with their Stories page. It features articles that cover different customers’ personal accomplishments along with photos of them wearing the headphones. With aspirational marketing, shoppers develop a fondness for the brand versus a particular product.

Takeaway: Testimonials don’t always need to focus on your product. Share stories about what your customers have achieved, and shoppers will associate your brand with success.

2. Fitbit

As a fitness smartwatch company, Fitbit knows that shoppers aren’t going to buy their product unless they believe it will improve their health. Fitbit’s testimonial page shows how beneficial the watch is with stories about customers who used the product to achieve their health goals, such as getting more rest with sleep tracking or managing diabetes with food logging.

Takeaway: Frame customers’ stories around the pain point solved, so your product is clearly seen as the solution.

Call out famous customers

Along with reading individual reviews, shoppers also want to know how your product is received by experts in your industry. Impress buyers by highlighting endorsements from influencers and publications on your testimonial page.

1. Made In Cookware

Right at the top of their testimonial page, the cookware company Made In highlights a notable endorser of their brand—celebrity chef Tom Colicchio. The page features a video of the chef talking about how much he loves Made In’s cookware and shows him using the products in his restaurant. Shoppers are likely to believe that Colicchio’s support is authentic.

Takeaway: If possible, feature a video of an influencer endorsing your brand, not just a quote. By watching them praise and use your product, shoppers will be more likely to consider purchasing it, especially if they already admire the influencer.

2. Billie

While it’s important to highlight famous customers, solely focusing on notable endorsements will make the support feel forced. The shaving company Billie strikes the right balance on their colorful testimonial page. Reviews from influencers and celebrities—like Drew Barrymore—are placed alongside feedback from regular customers, so the notable endorsements feel organic and authentic to shoppers.

Takeaway: Combine feedback from influencers and publications with customer reviews on your testimonial page. This mixed placement will make the celebrity mentions feel like they’re a part of a larger conversation about your product, not a forced form of promotion.

3. Blendtec

Some shoppers are going to assume that celebrities are supporting your product because they were paid, not because they actually value it. The blender company Blendtec tries to remove that doubt by telling stories through photo, text, and video about famous customers using their product, not just the fact that they support it. For example, the company covers NBA player Tobias Harris, explaining how he used Blendtec to incorporate more healthy carbs in his diet and, as a result, improve his basketball performance.

Takeaway: Showcase every facet of how notable customers use your product—from their reason for purchasing to tips they have—so potential customers trust their support.

Keep visitors engaged

A great testimonial page doesn’t just feature positive reviews. It presents that feedback in a way that motivates shoppers to learn more about the product and stay on your site.

1. Helix

Unlike many testimonial pages, the mattress company Helix doesn’t just present a wall of reviews. Instead, Helix created an interactive menu at the top of the page for shoppers to scroll through products and see corresponding reviews. This navigation feature is both engaging and useful for shoppers. They’re able to browse captivating product images and see the aggregate review score for each product.

Takeaway: Instead of presenting site visitors with a wall of reviews, include a menu option that allows shoppers to see the reviews next to images of the products being praised.

2. Article

Companies with a variety of products shouldn’t display a blanket testimonial page—the reviews should somehow be product-specific, so site visitors understand each review. The furniture company Article follows this rule by pairing each testimonial with a product photo. Adding these images makes it easier for shoppers to understand the feedback from each customer because they can see the product that’s being reviewed.

Takeaway: Add product images to every review. This update will make your testimonial page more eye-catching and will help shoppers visualize what customers are talking about in their testimonials.

3. Brilliant Earth

While every testimonial is valuable, some reviews are more powerful and persuasive than others. The jewelry company Brilliant Earth ensures that shoppers see their best feedback by featuring three eloquent, glowing customer quotes at the top of their testimonial page paired with gorgeous photos.

Takeaway: Highlight customer quotes that are especially convincing at the top of your testimonial page to immediately show shoppers why they should care about your brand.

Categorize reviews for your customer

Shoppers don’t care about all feedback equally. They may want to see reviews about a specific product, or they might want to hear feedback from a customer who shares a similar lifestyle. Make it easy for consumers to find the most relevant testimonial with organizational features on your testimonial page.

1. Eve Sleep

A lot of testimonial pages share every product review a company has received, which gives shoppers quite a bit of content to sift through. The mattress company Eve Sleep simplifies their testimonial-page experience by allowing visitors to filter reviews by product type. Shoppers are less likely to abandon the page since they can quickly find the reviews they care about most.

Takeaway: Provide a filter on your testimonial page that lets shoppers see reviews only about the items they want to purchase.

2. Purple

Shoppers have different criteria for what makes a helpful review. Some people find negative reviews useful for understanding a product’s weaknesses, while others prefer to see reviews with photos. The mattress company Purple allows shoppers to choose what, specifically, they see. They can sort reviews by date, the value of the rating, how many upvotes the review has received, and whether they include a photo.

Takeaway: A testimonial page with a large number of reviews and reviewing features, such as upvotes and photos, is a lot for shoppers to take in. Give site visitors a way to sort the info, so they can find relevant feedback without being overwhelmed.

3. Tuft & Needle

The mattress company Tuft & Needle recognizes that they’re in a crowded market, so they expect shoppers to wonder how they stack up against competitors. Their testimonial page directly addresses this concern by highlighting reviews that address why Tuft is better than competitors’ mattresses. The company also created a table to compare the Better Business Bureau’s 5-star rating of Tuft against competitors’ lower scores.

Takeaway: If your market is crowded, consider highlighting positive reviews about your product that also discuss negative experiences with competitors. This comparison will help shoppers understand your brand’s strengths.

Offer context for each review

Customer reviews don’t need to be limited to quotes—they’re even more helpful for shoppers if you also share details about the reviewers. By learning about the reviewers’ history with your product, shoppers can evaluate whether feedback is relevant and trustworthy.

1. Madison Reed

As a haircare company, Madison Reed knows that hair dye is not a one-size-fits-all product. Shoppers want to know how a coloring kit will look on their unique hair shade before making a purchase. To help online buyers find the right dye, Madison allows site visitors to organize their customer reviews by the hair color of the reviewer. Using this color filter, shoppers are able to find the best dyes for their hair right from their computer screen.

Takeaway: Allow shoppers to sort feedback by personal, product-related details, so they can read reviews from customers who are similar to them.

2. Noémie

A glowing customer review isn’t worth much if shoppers can’t find the product that is being raved about. The jewelry company Noémie makes it easy for testimonial-page visitors to find highly rated products by linking to the items in each review. By directing shoppers to product pages, Noémie’s reviews are likely to lead to sales.

Takeaway: For every review, link to the product the customer is referring to in their feedback.

3. Lovesac

When buying expensive goods, such as furniture or jewelry, shoppers look for companies that deliver long-term value. To reflect the quality of their products, the furniture company Lovesac highlights customer loyalty on their testimonial page. Every review has a note about how long the customer has been shopping with Lovesac.

Takeaway: Highlight feedback on your testimonial page from customers who have shopped from your brand for years. Site visitors will read their loyalty as a sign that your product will last for years.

Let your personality shine

Buyers visit testimonial pages to learn what other shoppers think of your product—but they’re also reading the copy you’ve written to present the reviews. Use that writing and your page’s design to delight shoppers with a bit of humor and showcase your brand’s personality.

1. Hubble

The prescription contacts company Hubble knows that shoppers are likely to abandon their testimonial page if they’re bored. To add a bit of fun to their reviews, Hubble wrote a header with a subtle, but fun, product pun—”see what they’re seeing.” The playful introduction, along with the pastel colors, adds liveliness to the testimonial page, so shoppers are motivated to keep reading.

Takeaway: Use the writing and design on your testimonial page to reflect the spirit of your brand and capture the interest of shoppers.

2. Fridababy

The parenting products company Fridababy knows that their target customer—a new parent—is probably stressed, tired, and could use a laugh. To keep shoppers happy, the company uses funny headers throughout their testimonial page. For example, the header before the awards section of their page is, “We’d like to thank the academy…” New parents are likely to appreciate the brand’s silly copy as a bit of relief from the seriousness of parenting.

Takeaway: Your testimonial page doesn’t need to be formal. If it feels appropriate for your audience, use a bit of humor to delight shoppers and make your brand feel a bit more relatable.

Create a testimonial page that builds customer confidence

In 2019, a testimonial page should be more than a list of reviews. Businesses today are able to entice shoppers with multiple types of media, seamless navigation features, and engaging writing on their pages. Use this guide to incorporate all of these captivating elements on your testimonial page. After sifting through your thoughtfully crafted page, shoppers will be more likely to explore your brand further and make a purchase.