Video testimonials are crucial assets that can be leveraged across all of your marketing channels. When it comes to adding video testimonials to your landing pages, how can you ensure that this form of social proof is performing to its highest potential?
If you invest in content marketing, you will eventually need to see a return on your initial investment. Video testimonials are premium marketing assets that take time and money to produce. While this type of social proof is unlikely to break the bank, you will want to see a return on your investment before long. What this ROI looks like will vary, depending on the marketing channels being used.
For instance, having a library of video testimonials on your website serves the purpose of building consumer confidence and driving potential customers towards making a buying decision. The effectiveness of these video testimonials can be measured by the number of people who become paying customers after watching the content.
In comparison, video testimonials that are posted on social media platforms typically serve the purpose of creating brand awareness. Therefore, you would need to measure their effectiveness slightly differently. On these social media platforms, you will be able to assess how many people have engaged with the content to determine its ability to drive key brand messaging and resonate with your target market.
At Applause Lab, we have recently seen some fantastic examples of video testimonials being used on brand websites. There really is an art to positioning video testimonials on a website in a way that extracts maximum value. Misplacing these essential marketing assets could result in a diminished return on your investment. With this in mind, the design of your website is paramount to effectively leveraging these assets.
In this article, we are going to be taking a look at 10 video testimonial website pages which can inspire you during the process of designing your own. This is the perfect article to read if you‘ve recently invested in video testimonial assets and need to get them to start generating organic results.
Booker’s playlist-style layout means that you can navigate through the video content with ease. In many ways, it’s reminiscent of a website like YouTube where there’s always more video content ready to be watched. The thumbnails are consistent, clearly displaying each person’s face except Armil and his sunglasses! We can forgive him.
Each snappy video testimonial lasts for between one and two minutes. This length is ideal, especially if you’re keen for your target audience to be watching more than one piece of video content on this page. There are short, one-liner quotes - extracts from the videos- accompanying each video testimonial.
There is plenty that we can learn from how Booker has presented their video testimonials. The main appeal of this page is its simplicity. You have dozens of videos that are all neatly presented in a playlist-style layout that doesn’t feel overwhelming. If I had one criticism, it would be the lack of written copy next to each video testimonial. Adding a written summary to support each of the video testimonials would help to further communicate brand messaging.
Rather than having multiple video testimonials for the audience to browse through, there is one centralized video at the top of the page. It features a wide variety of Codecademy alumni that speak about their experiences on the platform, hammering home the key brand messaging in the process. The video lasts for two and a half minutes.
As you scroll further down the page, there are links to individual case study pages that dive into the experiences of specific users - without the use of any video. The video, which consists of multiple testimonials, is designed to set the tone for the rest of the content. In those few minutes, you get a clear idea of Codecademy’s value proposition. It’s short and sweet messaging.
3. Help Scout
Help Scout has built its customer stories page around a stunning design. This certainly captures your attention much more effectively than either of the previous pages that we examined. A company logo and quote nicely sit on top of the video testimonial thumbnail, which is at full resolution. To the right-hand side of the video testimonial, the written quote has a striking presentation on the page with decent font size.
It’s refreshing to see a business like Help Scout make use of company logos as part of testimonials and case studies. Small details like this add to the social proof’s overall effectiveness on the page. Help Scout has been fortunate enough to work with several blue-chip companies, and they have been able to make use of their logos on this page.
As you scroll further down the page, there is a wide range of video testimonials from various companies, each lasting up to three minutes in duration. The runtime is justified by the highly engaging nature of the video content. In other words, Help Scout earns your attention.
Hotjar’s approach to their customer stories page isn’t particularly revolutionary, but it serves a purpose and does the job. There is solid consistency between each of the video testimonial thumbnails, along with the width and height of the company logos. You can click to be taken to a separate page to read more about each case study. This prevents this page from becoming too bloated with copy.
The lines of copy under each company logo conveys the many different value propositions of Hotjar’s software to their target audience. For instance, Hotjar enabled HubSpot to build better products for their customers. To find out how, you are encouraged to “Read More” in a full-length case story. Further down the page, there are several video testimonials displayed in a carousel format which do not link to separate case story pages.
To view the video testimonials on Bizzabo’s customer review page, you need to scroll down to the end of the page. I would prefer to see this premium form of social proof at the very beginning of a page, but Bizzabo has taken a different approach. I think there are potentially two reasons why they have decided to do this.
Firstly, Bizzabo has a striking visual graphic in the page header, which is sprinkled with short, written testimonials from customers. If they had the video testimonial in the header, they wouldn’t be able to catch their audience’s eyes with the impressive range of written testimonials.
Secondly, there’s a chance that Bizzabo might consider the video testimonial as one of low quality. It may have failed to communicate the key brand messaging that will appeal to the needs and desires of their target audience. This isn’t a fault of the video testimonial format, but more of those that produced it.
Ultimately, when video testimonials are produced with your key brand messaging in mind, they will be far more effective at capturing the attention of your target audience than written testimonials. Bizzabo certainly doesn’t follow the trend when it comes to how they are displaying this unique form of content on their website, but there might be more at play here.
mHelpDesk has mastered the art of simplicity. This customer review page is easy to navigate, but this doesn’t come at the expense of diluting these marketing assets and their power to drive emotional responses. Call-to-actions are placed throughout the page as you scroll through the various forms of social proof. These are some of the crucial features that many companies have overlooked when designing their customer review pages.
Throughout a customer review page, you should have buttons that encourage your target audience to take the desired action, pushing them further down your sales funnel. The chances of getting a significant proportion of your target audience to scroll through to the very end of the customer review page are small. Fill your customer review page with call-to-actions and don’t leave anything down to chance.
99designs utilizes a video testimonial at the core of their customer reviews page. The footage of the customer speaking to-camera is interlaced with stock footage of landscapes and building exteriors. This is as much a brand video as it is a testimonial, with a duration of one minute. The video testimonial sets the tone for the content further down the page, with a long list of glowing reviews from happy customers.
The use of the star ratings next to each written review is a visual compliment to the page. 99designs effectively use statistics in the main header, alongside the video testimonial, to communicate the size and scale of the positive feedback that they have received. This is a powerful way of communicating consumer confidence and trust.
Dribbble has crafted a testimonials page that bursts with genuine excitement. You have a mixture of written testimonials of different lengths and sizes, along with a supporting video testimonial that fits neatly within a specific case study. The design of this page has the feel of a message board. Like the platform itself, the page looks like a culmination of ideas and quick thoughts.
At the end of the page, Dribbble invites its existing users to contact them and share their success stories. If you have a particularly large user base, you could consider adding a note like this to your testimonials page, enabling it to organically grow larger over time. Your existing users or customers are the ultimate growth marketing tool that your business has.
Slack withholds its video testimonials from the customer reviews page. Instead, you have to click on individual case studies to be taken to dedicated pages where you can view video content. There is certainly a debate to be had over whether this is a smart move or not. Ideally, you want to keep your target audience engaged, and having to move across multiple pages could hinder this.
However, by spreading their video testimonial content across multiple pages, Slack may be trying to prevent their target audience from feeling overwhelmed when they visit the customer reviews page, as this could potentially result in general disengagement, along with the dilution of key brand messaging. It’s clear that Slack has a full library of social proof, and they are trying to utilize all of it without overwhelming their target audience.
10. Applause Lab
At Applause Lab, we produce video testimonials for businesses across a wide range of industries and sectors. With our done-for-you approach, you can have video testimonial assets to utilize in your next marketing campaign without lifting a finger. We have spent months developing and refining a smooth production process that your best customers can take part in via our purpose-built web application.
As you would imagine, we have an extensive selection of video testimonials on our website to showcase our work. We are using a grid with thumbnails for our target audience to browse through the video content. We have found this to be the most effective way to display video testimonials on our website. If we had written case studies to accompany these assets, we would likely need to review this layout.
We also have a section of our landing page called “Customer Love Stories”. Before clicking the play button on the video content, a short, silent snippet of the content is played on a loop. This is a great way to add a sense of interactivity to the video content and encourage your target audience to press the play button. Our website visitors can navigate through these “Customer Love Stories” by simply clicking on the circular profile picture of each customer.
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