What’s the first thing you do before buying something online?
Let me guess…
You read reviews.
Testimonials play a significant role in eCommerce ecosystem because you don’t know the business, you cannot touch the product you’re buying, and the risk is extremely high.
That is the reason why consumers prefer reading testimonials to get a hint of what they should expect.
Bright Local consumer review survey revealed that consumers read 10 reviews before they trust a local business and 86% of consumers read reviews on the internet.
According to BigCommerce, customer testimonials can increase conversions by 58% and the average order value by 3%. Interestingly, testimonials increase revenue per website visitor by a whopping 62%.
When used right, testimonials can improve your brand’s image, credibility, and authority to a great extent. But what makes testimonials so powerful?
And importantly, how you can capitalize on the amazing power of testimonials?
This guide will cover everything.
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Testimonials as a Marketing Tool
Yes, testimonials are powerful and the number one reason that makes them so awesome is that they build trust. Reviews and testimonials make your brand trustworthy.
Because it’s not YOU promoting your products and talking about the benefits, rather its people who have used your product to solve their problems.
There is a massive difference between when you promote your product and when someone else talks about it.
Testimonials are endorsements from real people who have actually used your product.
The Bright Local survey found that 91% of consumers trust online reviews and consider them as personal recommendations.
It isn’t, therefore, surprising that marketers rate testimonials as the most effective marketing tactics.
When a lot of people talk about your brand positively and there are tons of positive reviews, consumers start trusting your brand.
And when they trust you, everything else becomes history.
They will buy from you. They will stick with your brand. They’re more likely to convert to loyal customers. And they will talk about your brand with friends and family.
Trust and credibility fuel business growth.
It doesn’t just end here, there are several other things that a testimonial can achieve for your business:
- Consumers connect emotionally to testimonials for the fact that they can relate to it. Testimonials are shared by real humans and that’s another reason why consumers connect emotionally to them.
- Storytelling is naturally embedded in testimonials. After all, customers share their story of how your product helped them solve a problem. Storytelling has an impact on the human brain as it creates dopamine which makes it easier for users to remember it.
- Testimonials are exceptionally good at building brand awareness. Even if readers don’t convert after reading a review, they will still remember your brand. Over time, when they will see several people talking about your brand, it will improve your brand’s image.
How to Use Testimonials
There isn’t any single best way to incorporate testimonials in your marketing strategy. You need to use the right testimonial type at the right place with an appropriate strategy to make it work.
1. Landing Page
There isn’t anything better than using a landing page to showcase customer testimonials and reviews. It is the best way to build trust and show visitors what you’re claiming is actually true.
GetResponse uses customer success stories with real customer photos on its landing page.
Using testimonials on a landing page gives visitors a reason to convert. Add multiple reviews and testimonials of all types including quotes, success stories, influencer reviews, and more.
Make testimonials relevant to the landing page to boost conversion rate.
2. Testimonial Page on Your Website
A testimonial page on your website is a perfect way to impress visitors.
ChatNow has a dedicated testimonials and reviews page where they have a huge collection of all the various types of testimonials.
Visitors expect to see reviews posted by previous customers when they visit your website for the first time. They need proof. They want to listen to it from someone else instead of you.
A testimonial page will help you meet visitor expectations. It will answer a lot of questions that they might have and is sure to build trust.
3. Email Marketing
Sending product-related testimonials to leads and existing customers via email is yet another great way to generate revenue.
For example, you can promote cross-sells and upsells via email to existing customers with appropriate reviews. This will persuade customers to opt for the upgrade.
This is a perfect way to convert customers into repeat customers and boost engagement.
See how Shape FX sends testimonials via email to boost sales.
If you’re a SaaS company, this works even better.
You can use reviews to convert free users to paid customers by showing them what existing premium customers are saying about your app.
This is an email that iContact sends out to its customers with a testimonial to persuade them to download the whitepaper.
4. Case Studies
You can create a case study on each testimonial that you get. Consumers love ready case studies as these are highly actionable.
You can publish case study on your website, use it as a lead magnet, or you can use it in your marketing campaigns.
In order to convert a testimonial into a case study, you should expand it. Clearly explain the situation before using your product and then explain how your product helped solve the problem.
Sumaya Kazi shared her personal case study on how she lost 50 pounds with intermittent fasting.
Since case studies are detailed, therefore, consumers prefer reading and sharing case studies. A case study is an advanced version of reviews.
The hard work that you put in to create a case study pays off.
5. Social Media
Share testimonials on social networking sites to engage with followers.
Here is a testimonial on Facebook.
To make things better, you can promote your testimonial post to reach more people. This will work better than any ad campaign. Try promoting a review post on Facebook.
There is no second opinion on the effectiveness of reviews and testimonials for marketing. They sure work.
Before you can use them as a marketing tool, you need to develop a strategy to acquire testimonials from your happy customers. Get in touch with them now and start collecting real honest reviews.