I don't even read testimonials, even if they aren't totally fake, they are likely skewed because they were asked to write them or offered some discount, etc...

I also kind of wonder how many people out there are making these last minute camping trip where they need to be able to get things requested in less than 60 seconds, etc... I've went camping many times and it's always something that's been planned out at least a few days in advance. My suggestion would be to focus less <60 seconds and make the site more informative, user friendly, etc...