Guides testimonial design and placement for conversion. 92% of consumers read reviews before buying; testimonials can increase conversion by up to 67%.
When invoking
On
first use
, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On
subsequent use
or when the user asks to skip, go directly to the main output.
Initial Assessment
Check for product marketing context first:
If
.claude/product-marketing-context.md
or
.cursor/product-marketing-context.md
exists, read it for customer personas and industries.
Identify:
Content type
Text quotes, video, case studies
Placement
Product pages, pricing, hero, dedicated page
Audience
B2B vs B2C; industry/role relevance
Content Formats
Format
Effectiveness
Best For
Video
Highest; 77% say it influences buying
Key landing pages
Text + photo
Versatile; easy to implement
Product, pricing
Case study
Deep credibility; specific outcomes
B2B, high-value
Star ratings
Quick trust signal
E-commerce
Video: 95% message retention vs 10% for text.
Best Practices
Content
Specific results
"Increased revenue by 40%" over generic praise
Real photos and names
; avoid stock images
Variety
Different customer types, industries, use cases
Current
Update regularly; remove outdated testimonials
Placement
Product pages, pricing sections, near CTAs
Filter by industry/role so prospects see relevant stories
Organize by integration or outcome for specificity
Credibility Signals
Company logos, job titles
Verified reviews (badges, links)
Links to customer profiles or live stores when possible
Before/after narratives for emotional connection
Design Guidelines
Clean layouts; readable typography
Engaging visuals; avoid clutter
Mobile-optimized; fast loading
Carousel for multiple testimonials; see
carousel
for design and accessibility
SEO
Testimonial content can include keywords naturally
Structured data (Review, AggregateRating) for rich snippets
Accessibility
Provide alt text for photos
For carousel design and accessibility (keyboard nav, user control), see
carousel
Output Format
Format recommendations
(text, video, case study)
Placement
suggestions
Content
guidelines (specificity, credibility)
Design
checklist