Building a customer testimonials page [B2B GUIDE]

Here is the most important page of your B2B website and how I built ours at Univid with some of the biggest influencers and names in Sweden 👇

So I’m absolutely hooked on transparent selling and marketing, seeing massive results applying “unexpected honesty“ and "show don't tell" - inspired by @Todd Caponi and The Transparency Sale 📖

Landing pages can be optimized and A/B-tested into infinity, often requiring lots of data points to be statistically significant.

Instead, by applying 80/20 - there are a few pages that you can focus your efforts on - that will make the BIG difference.

The “about page” and “pricing page” definitely are good candidates..

BUT

No matter how good YOU say YOU are or how appealing of a pricing model YOU present, your prospects will always keep wondering 👇

🤔 "This looks good and all.. But what are their customers actually saying?"

Therefore, the customer stories or case page is IMO the single most important piece of your B2B landing page.

As a B2B SaaS - the testimonials page plays two key roles:

1. It builds social proof - showing that we have customers that use the product and love it

2. It gives real life examples - how to use the product and inspiration on different set ups and use cases

Also, if you do it right - it can actually be a value to the customers featured on the testimonials site as well. Giving them exposure and positioning them as thought leaders.

And here is how I built our customer stories section for Univid:

• Include badges and refer to @G2/@Capterra/@Tekpon etc. Obviously prospects are in the context of your domain which introduce bias - so build TRUST by showing off your reviews and ratings from 3rd party sites - or start building your presence there. Like yesterday..

• Highlight familiar logos - display some of the companies who trust your service, this way you build trust using brands your ICP already know and relate to.

• Add featured quotes to click through - make it personal and include nice visuals. Get quotes from roles relevant to your ICP so they identify. Add portraits and roles to go with the quotes.

• Include cases - go in as much depth as you need for your ICP and use-case. We add in-action screens from the webinars. This is a great way to show off how the product is actually being used, instead of just talking about it.

• Be personal when asking - and make it exclusive. Let’s be honest - no one wants to be featured on a site that looks like it’s from the Windows 95 era. Featuring other big names or high profile cases helps, so work your way up 🚀

• Make it a win-win - offer backlinks, help promote the customers own interests - maybe a recent re-branding or their latest initiative around reducing CO2 🤝

I recently did some improvements to our testimonials page at Univid.

I added categories of testimonials, so you can quickly identify a case that is similar to yours, instead of scrolling through +40 cases.

These categories are built around use-cases - and also have their own sub page.

The purpose of customer stories is to build social proof and give inspiration to try the product out (our book a demo). Thus, giving relevant CTA:s throughout the page is important.

So, I added personal CTA:s (call to actions) to try our SaaS or book a demo. But highlighting the person giving the quote or case - to make it stand out and feel authentic. Also, I built dynamic CTA:s for each of the use case categories.

I think it turned out pretty cool and think this will increase conversion rates alot. Check out the video below to learn more about what it looks like.

For us at Univid- this is just our starting point. Customer stories plays a huge part in our growth and success - increasing our conversion rates a ton. Both from website visitors -> freemium or demo. But also the later stage from freemium or demo -> deal.

It's a work in progress, and we update these every other week with fresh cases and content. We are also really proud of all of our customers and what they create - so it's awesome to be able to show them off ❤️

How are you working with case studies or customer stories today?

Watch some of this blog post in video format below.

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