Testimonials One of the most powerful things you can do on your Web site to convince people that this is the right product for them is the principle called social proof. Social proof means that people don't make decisions in isolation. They rely on external cues including what other people say. On your Web site, the simplest way to create this social proof is by using strong benefit-oriented testimonials from past clients. Why do testimonials work? They increase your credibility, because they are third-party endorsements rather than words out of your own mouth. They use the social proof principle ("if other people like this, it must be good"). If you have testimonials from celebrities and known authorities, they also influence the Web site visitor even more. All of these combine to increase your conversion rate from people who visit the site. Our system for displaying testimonials Some Web sites make the mistake of hiding all their testimonials away on a "testimonials" page. But that's a mistake. It's better to show testimonials on the pages related to that particular product or service. For example, if you have a particularly good testimonial from a client who attended a particular workshop, then the page about that workshop could have this testimonial on it. This is more powerful than putting it on a separate testimonials page. Example: www.suemaree.com Sue-maree puts some of her strongest testimonials directly on the home page of her site: Of course, you can create a page of your best client testimonials if you choose. In that case, we recommend that you have them arranged by industry group. Example: www.mattchurch.com Our system also allows you to display a random testimonial on each page. You load up all the testimonials, and it selects one at random every time a user looks at a page. Example: www.nilsvesk.com You can also add photographs to your testimonials to increase credibility even further. Example: www.gihanperera.com And you can use a service like AudioBlog.com to add audio testimonials, making them even more credible.