Testimonials used to be added in discrete blocks across a site. But there’s a huge trend towards larger blocks of testimonials gathered together in easy-to-read clusters.
These are what most marketers are calling a “Wall of Love”. You can use a Wall of Love on a separate page, but the biggest trend we’re seeing is embedded into website sales pages where your site visitors can easily read them next to key sections of your marketing copy.
If you are ready to go, then click the button and lets get after it! Otherwise, I will explain a bit more below...
Why does this Wall of Love approach work?
There is so much fake shit on the web these days, our brains are trained to look for the truth. And a single testimonial without context doesn’t cut it - people want to see a collection of real reviews instantly.
The more you can gather in one place, the better. Why more? In short: “Framing”. Framing is a psychological principle that says that the way information is presented affects how users make decisions.
It’s a simple fact of life that the more that a group of people believe something, the more likely others will follow. This is called the Bandwagon Effect. Think about the last time you went to a food market - the longest queues trigger an instant reaction - “oh that one must be good, look how many people are lining up”. So you join the back of that queue.
Often we are too focused on what prospects will gain when we design our websites. But people are more psychologically attuned to act based on what they might lose. So make sure to gear some of your testimonials towards what someone might lose if they don’t sign up or buy your product. This psychological trigger will dramatically improve your sign up rates.