Why testimonials matter
A testimonial carries narrative weight a star rating can’t. It describes a before and after, an objection overcome, a result.
That makes testimonials strongest on landing pages and higher-consideration purchases, where shoppers need a reason to believe, not just a score.
Testimonials vs reviews
- Reviews show the unfiltered mix; testimonials are selected highlights
- Reviews live on product pages; testimonials on landing and home pages
- Reviews build breadth of proof; testimonials build depth
- Both require disclosure when the customer was compensated
Questions
Can I edit a customer testimonial?
You can trim for length with the customer’s permission. Changing the meaning, or inventing one, is deceptive and treated that way by regulators.
Are video testimonials better than text?
Video is harder to fake, so it reads as more credible. Text is easier to collect at volume. Strong pages use a few videos backed by many written reviews.