R360: Making Testimonials Engaging
The Problem:
R360 testimonials are not being watched. Tracking data shows that very few people clicked on the testimonials.
Testimonials have historically been the most effective way to motivate prospects. However, at R360 the testimonial pages had very little traffic, and no one was watching them.
I was asked to assess the current design and layout of the testimonials, and to make recommendations that would potentially increase traffic to those pages going forward.
My Process:
I researched what makes a perfect testimonial, and I focused on three types of testimonials: quote testimonials, video testimonials, and case study testimonials.
Quote + Video Testimonial:
Video Testimonial + Case Study:
Then I assessed the R360 website relative to the best practices.
I looked at both the R360 video testimonials, and the R360 quote testimonials and I made recommendations for how to
change each of them.
The solution:
I compiled a list of changes that would dramatically improve usage based on my competitive analysis, and the examples of best in class websites.
Have a clear title for the videos, maybe something like “Hear From Our Members”
Have a clear play button in the center of the video
Have descriptions of the video, either on the side of the video or when you hover over the video
Make the video sizes larger
Have the written testimonials and their photos adjust according to the page size
Make the photos relevant to the testimonial (visual focus)
Find quotes that build on the benefits that are mentioned throughout the website