Creating Kick Ass Testimonials

Earlier today, I was browsing various CRM vendors (including a lament about Salesforce), and went to check out pipedrive. Looking through the homepage, I came to the testimonials section. Here’s what I saw:

Pipedrive testimonials

Pretty standard testimonials section, except for one huge thing, it’s personalized to me. I live in Tampa, FL, and they’ve pulled together testimonials - plus a bit of language about user adoption - for the state I live in.

This is legit. It makes the testimonials much more effective, as they’re much more personal. But, it gets better. That guy in the middle of the testimonials - Jonathan Cordeau - I KNOW THAT GUY. What better way to make testimonials incredibly effective than to tie it directly into your personal network? It’s very persuasive.

As a bonus, I know of the guy on the left, as I’ve heard about (and been at pitch events with) Feathr.

Now, the fact that they’ve put names up there of folks might be a side effect of my involvement in the startup scene in Florida, and lucky chance that I know of two of these folks. That said, my hunch is that something more interesting is going on behind the scenes, and they’re serving these people to me very intentionally.

And it works. Really, really well.

Here’s the lesson: this kind of personalization is incredibly powerful. Yes, possibly creepy depending on your audience (I don’t personally get freaked out about this stuff), but it’s well worth considering.

Testimonials aren’t the only thing you can personalize. Calls to action, color schemes, imagery - all that can be personalized based on what you know about the person currently viewing your site or app, and when done right, it’s very seductive.

To me, this is what the web is about. The next iteration of the web isn’t going to be another set of static sites that show the same thing to every user. Instead, it’ll be a carefully crafted and personalized experience, designed to deliver as personal an experience as possible.

Pipedrive does a fantastic job of personalizing the experience in an automated way. What else have you seen? Leave it in the comments!

Related Posts

Default Yes vs. Default No

Are you and your team members default yes, or default no? One is good for startups, the other not so much.

Check Your Echo Chamber

The people you surround yourself with create your reality. Choose carefully.

Don't Forget the Goal

There's only one thing that matters when you're building software.

How To Get a Job Offer

Want to get a job in the field you love easily? This is how.

Required Reading for All Couples

If you're married, about to get married, or just committed to someone for a long period of time, these three books are absolutely required reading.

I Launched a New Podcast, and I Want You to Call In

I just launched a new podcast called Design By Committee, dedicated to answering your questions about UX, product design, content, strategy and anything else tech.

Shitty Sales Have Made Product Development Harder

Shitty, one-sided sales processes have made product development much more difficult for early stage startups.

Why I'm Cold Emailing You

You might have gotten a cold email from me. Tasteless? Some people think so. Here's why I'm doing it.

How I Found Your Email

I've been cold emailing a lot of people, and many folks are surprised that I found their email. Here's where I dug it up.

Sales is User Research, Undercover