Convert Visitors into Customers with Customer Testimonials
Customer testimonials are the most powerful way to convert new site visitors into actual paying customers, learn how to use them in this post.
Are you looking for ways to increase your website’s conversion rate?
One of the best ways to convert visitors into customers is to use customer testimonials.
This post introduces the concept of customer testimonials, why they are effective, and how to get and use them.
Let’s get started!
What Are Customer Testimonials?
A simple explanation of testimonials could be that they are positive reviews.
If we dig deeper into the definition, we find the following aspects:
- A testimonial features the experience of a satisfied customer.
- The customer is the star of the show.
- A testimonial is an endorsement of a product or service.
- The customer explains how a product or service has helped them.
- A testimonial features additional information about the product or service.
Closely related concepts are case studies, reviews, endorsements, and recommendations.
Testimonials come in different forms. Text, video, audio, image, and other elements can be used.
The most popular form of testimonials are written testimonials. You have most likely encountered these types of testimonials when browsing business websites.
However, video testimonials are becoming more popular by the minute.
How Customer Testimonials Affect Your Visitors
There is actual science behind testimonials. They play a role in psychological processes that can make purchasing decisions easier.
Here are some mechanisms behind the power of testimonials.
1. Social Proof and Peer Pressure
2. Testimonials are a great source of social proof.
Humans are social creatures and love to follow other people. When we are in a new situation, the first thing we usually do is see what others are doing.
One of the mechanisms behind the success of testimonials is that they show us how other people do things.
When you showcase testimonials, you are letting people know that there are people who have collaborated with you.
This will trigger the social proof phenomenon in your visitors.
Seeing many people just like you do something can also trigger peer pressure.
2. Trust and Credibility
People don’t necessarily trust you as a company. However, they do trust and believe other people just like them.
No matter how much you promote your product or service, a recommendation from a peer is always a more powerful motivator for a purchase decision.
You can’t always get personal recommendations on everything, but testimonials are the next best thing.
In fact, 88% of people trust online reviews as much as personal recommendations from a friend. That’s surprising, isn’t it?
3. Wisdom of The Crowds
The more people are on your side, the more trustworthy you will appear.
Who could doubt your product or service when lots of people endorse it?
However, it might not be possible for you to get enough testimonials to call it a crowd.
If you are a small business owner, or you work with longer projects, you must think about the quality of your customer testimonials before their quantity.
4. Actual Results
What could be more persuasive than real results that actual customers have achieved with your product or service?
Especially in the B2B field, tangible evidence of the benefits is extremely important when making a purchase decision.
Testimonials are a great way to present how you helped your previous clients to overcome their challenges.
Businesses need to understand that it is not always the good testimonials that they should be after. On the contrary, when they get negative testimonials, they should work on the same to improve their products and offerings. It is important that you take action on them in order to fix your online reputation.
When collecting testimonials, make sure to ask your clients about the results. Ask them to provide some examples.
Use Testimonials in Various Ways
How should you be using testimonials? Here are some ideas for boosting your conversions.
Before we get started, there is one universal tip. Always add CTAs next to your testimonials. That enables your website or social media visitors to convert.
1. Testimonial Page
Oftentimes the testimonials are listed on a separate testimonial page. It’s a good way to impress a diligent visitor who is digging deep into your website.
When someone is on your testimonial page, it is a sign that they are serious about you. Don’t forget to add CTAs on the page, so the visitor can easily take the next step.
2. Landing Page
When you want to catch the eye of a more random visitor, place testimonials on your landing pages.
These visitors might know nothing about your company. Make sure to choose testimonials that elaborate on your products and services.
Testimonials can be a great eye-catcher on your front page or landing page. Use different widgets that dynamically showcase your customer testimonials.
Pop-ups can be a nuisance, but they can have a place on your website.
Pair pop-up notifications with testimonials to add social proof to your message.
For example, build an exit intent pop-up that shows the visitor a testimonial and a special offer before they leave your site.
Perhaps you could give a notification about a best-selling product and display a testimonial of it.
Your creativity is the limit.
4. Social Media Posts
Video testimonials make great social media content.
For example on LinkedIn, video content gets shared much more likely than other content.
Testimonials are great for Instagram, too. Make them visually appealing by using your brand colors and possibly including a picture of the product or the customer.
In some cases, your customers might be excited about the fact that you share their content on your business account. Many clothing brands make use of user-generated content on their social media channels and give exposure to social media users.
If you are planning to use this strategy, ask your customers to submit images and videos of them using the product.
5. Ads and Commercials
Advertisements and commercials don’t have to always be polished and carefully scripted. From time to time, it’s great to bring an authentic touch by using testimonials from happy customers.
Connect snippets of multiple video testimonials, or use written testimonials in a visually appealing form.
One of the often overlooked marketing channels is radio advertisements. Testimonials are a great resource for this medium. Gather audio testimonials, or separate the audio from a video testimonial to use in radio ads, podcasts, or other audio channels.
Different Tactics for Getting Customer Testimonials
How do you get customer testimonials in the first place?
There are many tactics to collect testimonials, but one rule applies always: ask!
Let’s see some examples of collecting testimonials.
1. Ask Them Face to Face
If you interact with clients personally, the easiest way is to ask them directly.
This approach is best for video or audio testimonials. Asking for a written testimonial would result in an awkward situation: the client trying to write something while you hover nearby.
Take advantage of the situation and interview the customer to get more material to use.
The flaw of this approach is that you will likely have to edit the testimonial afterward. On the other hand, you can render the comments in different forms, from video to audio or a quote.
2. Record A Voice Mail
One option that generates audio testimonials is to make a phone call and record it. This enables you to interview the customer even if you live nowhere near them.
Some companies even use a voice mail service to record customer testimonials.
Of course, you could use a messaging app that includes voice messages. Options are vast!
4. Use Testimonial Software
The most time-efficient way to collect testimonials is to use testimonial software.
Sure, it will take some of the personalization away and distance you from the customers, but it solves many of the problems that you have with manual testimonial collection.
- You can automate the testimonial requests.
- The customer can write or record their testimonial without any help from you.
- All testimonials are stored in one place.
- The customer has permitted you to use the testimonial in marketing and you have proof of it.
- You can easily manage all testimonials from one system.
- Showcasing the testimonials is easy with widgets. No need for much manual work!
Testimonial software can get you written as well as remote video testimonials.
Practical Tips for Making the Most Out of Customer Testimonials
When you want to maximize your conversion rate and maintain a great reputation, there are some things that you should consider.
1. Know Who to Ask for Testimonials
Before you go asking for testimonials and endorsements, ensure the customer is receptive to the idea. In other words, ask a customer who you know is happy with your service.
If you know someone is unhappy with your product or service, it would be tactless to ask them for a testimonial.
When you meet your customers face to face, it’s easy to notice which customers are unsatisfied. But sometimes you need a feedback survey to identify which customers are happy.
Connecting your regular feedback survey with a testimonial request works, because:
- You can request testimonials from those customers who have already stated their satisfaction.
- When the customer already has stated their satisfaction, they are more likely to complete the testimonial request. People like to follow through with their actions.
2. Ask Questions
Most of the time, your customers will not spend too much time on a review or testimonial. If you just ask for a generic testimonial, the chances are they will just write a few words.
However, when you ask more detailed questions, you will get a more personalized response.
Consider these alternatives:
- “I really like this product!”
- “I purchased the sports watch three months ago, and I have been very pleased with it. Thanks to the heart rate monitor, I have been able to improve my running results significantly in a short time. It’s also super comfortable and does not disturb my training at all.”
While example A is a nice endorsement from a customer, it is vague and could describe any product. There is no personalization.
Example B, on the other hand, introduces a couple of key features of the product, offering the visitor a better idea of it.
To achieve this kind of testimonial, conduct interviews or add specific questions to your testimonial request form.
Use a variety of questions to target different areas of your business: ask about the buying process, customer service, delivery, usability, and how the product matched the customer’s expectations.
Some example questions:
- Why did you choose this product or service?
- How has it helped you in your everyday life?
- What would you say about the customer experience?
- Is the product easy to use?
- What is the best thing about the product or service?
- Did the purchase match your expectations? Why?
3. Never Fake Testimonials!
Faking your reviews and testimonials is one of the biggest mistakes you can make.
If people notice fake testimonials, it will ruin your whole company’s reputation. Depending on where you live, fake testimonials can even be illegal.
Instead of trying to fool the system, generate authentic testimonials.
While buying reviews and testimonials might feel tempting and much easier than collecting them yourself, it’s not worth it.
4. Add Personal Details
How can you prove that the testimonials are not fake?
There are some things you can do. The first of them is to add personal details of customers who leave testimonials. Things like name, profile picture, and location are great for authenticity and identification.
Another important thing is natural language. Don’t edit the testimonials if they have small typos.
Definitely do not add anything to the testimonials yourself. Testimonials packed with keywords and too sales-y content are suspicious.
5. Don’t Aim For Perfection
It’s not desirable to have only positive comments about your company. That comes across as not genuine. People might suspect you are faking your testimonials if they are too rosy.
Include your customer’s honest opinions in the testimonials, including some development suggestions. This will get you more authenticity.
According to research about reviews, the best range to be in is just below the highest scores. Products that have an average rating between 4.2 and 4.5 are more likely to be purchased than products with a full 5-star rating.
If you make your company sound too good to be true, it’s just harming your business.
6. Test Your Testimonials
You want to convert as many website visitors into customers as possible.
In that case, you should A/B test the customer testimonials. This way you can find which testimonials do the trick the best.
For example, a video testimonial can convert better than a written one.
Conclusion and Key Takeaways
The time has come to summarize how you can convert visitors into customers with the help of customer testimonials.
Testimonials work because they affect the potential customers’ need for social proof, peer pressure, truthful opinions, and information about actual results.
You should use testimonials in various places on your website as well as outside of it. Make sure to place testimonials next to your CTAs so that the visitor has an opportunity to act on their urge and take the next step.
The easiest way to collect testimonials is to use testimonial software. You can also gather them personally, but it is much more time-consuming.
To make the most out of customer testimonials, focus on these aspects: quality, quantity, authenticity, natural language, details, and personal information. Once you have testimonials, don’t forget to test which ones generate the most conversions.