Testimonials are always something I recommend you using to encourage people to make a decision. Whether that decision is to buy product or to join your mailing list, testimonials will help you to convert your visitors.

So, the question is in which form are they most effective? Is one better than another?

Well, I hate to answer these questions this way, but you really have to think about testing. You’ve got to test it to figure out what’s going to work better for you. Now, I know everybody hates that answer and I hate it too, but testing is essential to running any business. You want to make sure you’re not wasting your money or losing money because of a poorly converting site.

Should you only use text testimonials on your squeeze page?

Again, I would test. One thing you want to look at on your squeeze page is does it make sense? Is it going to take away from everything else that’s on your page? Is it going to take away from your headline? So you want to make sure you think about those kinds of things. Now, a lot of people do put testimonials on their squeeze pages. However, if you do this you need to know the proper placement on the page because you can have them in the wrong place which will really hurt your response and conversion rate.

Should you use audio testimonials?

Audio testimonials work great on sales pages. This works well for me. However, on squeeze pages, I typically don’t use testimonials. I quite honestly don’t think I really have ever put video and audio testimonials on squeeze pages.

Which testimonials give you the best conversion ratios?

That’s worth testing – text, audio or video. I really wish I could give you real answers, but I’ve never really personally tested my video testimonials versus my audio testimonials or my text testimonials. I’ve never really split tested any of those. So I’m sorry, but you’re just going to have to test it for yourself.

Again, testing and tracking your marketing results are essential to running a successful website business. Whether you add a new headline, change colors, move your opt-in box – whatever it is that you are doing on your website needs to be tested. You want to make sure your conversion rate is the highest number possible. So, if you decide you want to try audio, video or text testimonials on your website you need to see what converts best with your audience.

Testimonials are a definite must for sales pages but I don’t think they are as necessary on squeeze pages. But if you have a new marketing strategy in mind why not test a testimonial on your squeeze page, you may be surprised by the results!

Warmest regards,

Matt Bacak

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