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  1. Deyson Ortiz

    Thank you for the great ideas.

    I off to create a story for my products :)

    1. Deyson Ortiz

      I meant I “am” off to create a story for my products :)

  2. Joanna

    There’s so much to say about this post — very well-researched and a breeze to read. I loved it, thanks!

    Your conclusion manages to tie all the ideas up very nicely. :) I hope that the marketing world starts to hear that, before they’re lawyers, doctors, accountants or small biz owners, “your customers are humans”. So true! That thought alone could vastly improve most sites and marketing efforts.

    1. Peep Laja Peep Laja

      Thanks – and I agree. The corporate suit dude in a big office is a human being and doesn’t want to read B2B jargon on websites.

  3. Hi Peep,

    Excellent article! I loved the ideas on this post.

    I just had two questions for you. How can you develop a style or rapport with a first time visitor without appearing as a fake?

    How can you gather testimonials from people when you are launching your product for the first time and you don’t have have a client list?

    By the way, the the winelibrary url links to flickr.

    Yan, a new reader… :)

  4. Peep Laja Peep Laja

    Hey Yan

    1. You need to be consistent with your tone throughout the website.
    2. If you don’t have testimonials about your product, give it away for free in exchange for reviews

    Thanks for catching the broken URL.

  5. Koen Stevens

    Hey Peep, once again a great post! I love the way how much effort obviously goes into these posts, appreciate it. Also love all the “learning points” you provided us with in your harsh but very valuable website review session last week – we worked on it already :)

    I’m also a big believer in testimonials and do agree that a random text testimonial from John Doe from Utah doesn’t cut it anymore.

    We try to add a layer of authenticity by providing video testimonials (barrier-to-entry is higher, but results very strong) or just an automated webcam capture function (real photo or linked with social identity) ; in combination with their name and the testimonial itself.

    How do you feel about this, as you seem to focus heavily on text testimonials only in this article? Any other thoughts?

    Keep up the excellent work!

    1. Peep Laja Peep Laja

      Thanks. Video testimonials are by far the most credible, however most people won’t watch them, so if you want to reinforce a certain message via testimonials, text is better. In the end most people won’t read any testimonials either, but they’ll feel at ease seeing that believable testimonials are there.

  6. Ben Hebert

    Excellent post Peep, one of my favorite sites on the web. Jay Cutler plays for the Bears though ;)

    1. Peep Laja Peep Laja

      Thanks! I think the article doesn’t mention who he plays for?

  7. Andy Denton

    You are, for sure, the hardest working man in eCommerce. Great depth in all of your work! Thanks for the high level of expertise and generating such great conversation. ConversionXL is the only must-read source in my RSS reader.

  8. Phil Polson

    Thanks Peeps I always enjoy your blogs and find your information very useful.

    Will be taking an RSS feed from you also to share with our followers.


  9. Peep – This is awesome! My favorite part is the email from CD baby, that is just slick and so smart; one of the stickiest order confirmation’s I’ve ever seen. Also, thank you for putting together the bits on eye-tracking and calling out Amazon as NOT the example to model after after; because your logic is sound – you are not Amazon. Thanks again man, really enjoyed this.

  10. Danny Maloney (@danielpmaloney)

    Great advice. What tool(s) do you like for eye tracking /attention tracking?

  11. Suzanne Delzio

    Tremendous article that I will ask my clients to read. So many are afraid to go outside the box of dry, academic writing. That doesn’t get them anywhere.

  12. Thanks for sharing all this! It’s an incredibly convincing post. I particularly enjoyed the eye tracking of original versus stock photography, I’m going to send this to my whole team, it’s a great way to explain the importance of being genuine.

    I was interested in one if your upthread responses about video testimonials, though. I’ve found them incredibly effective, based on feedback – for the same reason as original photography, I think, their ability to be genuine. Do you think there is an effective way to boost viewership?

    Thanks again, I subscribe to read more!

  13. Hello Peep!

    I particularly enjoyed this article because I completely agree with what you said. A lot of businesses associate a conversation tone with a lack of professionalism which isn’t the case. I find conversational tones comforting and friendly.

    A website that does a GREAT job at that is They speak in the EXACT same language as their target audience to the point where you just want to buy things because of how awesome they sound.

    Thanks again

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