Seer Interactive

Based on what I'm seeing, I believe that generic testimonials don't work. People just don't believe them anymore. It's not proof, it's marketing. It's hand-picked stuff. Maybe fake. They used to be a credibility booster, but not so much anymore. @Speero_agency has run a number of A/B tests on B2B sites over the recent years, and adding testimonials is mostly insignificant (no lift). It's even worse in B2C, and they're always ahead of B2B. (I'm in the process of moving houses and shopping for furniture, and the discrepancy between testimonials on e-commerce sites vs what people on Reddit are saying is huge). This doesn't mean that people are not looking for trust signals. They are, even more. The B2B Buyer Journey research we did with @wynter_com clearly showed that more than half the buyers seek out the opinions of their network and ask trusted peers (members of Pavilion, Exit Five, CMO Coffee Talk, etc). So it's not about "does anyone recommend this?" but "who recommends this?" The who is the most important thing in the testimonials. You need to either figure out who your ICP trusts (specific individuals), or find a way to personalize the testimonials shown based on the visitor (e.g. only show quotes by fellow Pavilion members that I can DM later).