Discover how using trustworthy customer testimonials on your website can boost your bottom line.
Customer testimonials are something that countless businesses have access to but very few actually use to their advantage.
Receiving positive reviews and testimonials from your customers is a good sign that your business is doing something right, but they can also be used to convince prospects to do business with you too.
A study by the Spiegel Research Centre showed that an astounding 95% of shoppers would read a review before they made an online purchase. The report also showed that conversion rates shot up by 270% just because businesses highlighted positive reviews.
Consumers respond to social proof because it’s a positive reinforcement that they’re making the right decision. Consumers are far more likely to trust your brand when they know that several other people trust you too.
4 Reasons Why Your Business Should Use Customer Testimonials
Here are four simple reasons why you should be using customer testimonials as a marketing tactic:
- Click-through rates increase. A study by Google and BrightLocal showed that displaying 5-star ratings increased click-through rates by 28%.
- Conversion rates are boosted. As mentioned above, positive reviews and testimonials have the potential to increase your conversion rates twofold.
- SEO results improve. Reviews can impact your SEO efforts, with MOZ reporting that online reviews account for around 7 – 15% of your ranking weight.
- Lead generation is maximised. It’s very easy for a business to use case studies to plead their case but testimonials don’t lie. Customers are far more likely to convert based on a review than a case study.
Generating Positive Customer Testimonials
In order to get testimonials to work for you, you’ll need to generate them first. While there is always the option of relying on platforms such as Google and Yelp to generate reviews on your behalf, sometimes you need to make some of the effort yourself.
You may be surprised to learn that 70% of customers are actually willing to provide businesses with a testimonial, should they ask for one, which is why it helps to already have a system in place to make this as easy as possible.
Using a review generation platform to create drip email and SMS campaigns is one way to make this process really simple. Once you have a good base to work from, you’ll need to decide what information you want customers to include in their testimonials. What information would prospective customers find useful or impressive? What would convince them to do business with you? Asking customers to answer questions that will give you this information is the best way to create testimonials.
Don’t forget to ask for the customer’s name and be prepared for a few negative reviews to appear alongside the positive ones – this is something that every business needs to deal with.
Along with asking customers for testimonials directly, businesses should also be using their social media channels and local directories.
How to Use Customer Testimonials – 12 Must-Have Points
Now that you’ve collected enough customer testimonials, here are some examples of how you can use them on your digital platforms and in your marketing campaigns.
- Display company logos. If you are a B2B brand, displaying the logos of some of your most well-known clients is a great way to get prospective clients to trust your business when they visit your website. You can either include the logos on your home page or a campaign landing page.
- Tell a story. Case studies can be far more effective when you tell a customer’s story and include direct quotes from them. Including quotes helps prospective customers to relate to past customers and get an idea of how your business’s products or services would benefit them.
- Leverage off authority figures. Know about a local personality or celebrity that loves your brand or your products? Make a point of getting a testimonial from them to really impress prospective customers. Promoting the testimonial on your social media channels is a great way to spread the word – just be sure to keep it genuine and classy.
- Create a video. Creating a video that includes customer testimonials is a good way to showcase your achievements and capabilities in a creative way. It also caters to the short attention span of many online users.
- Include them on your blog. Another way that you can introduce specific testimonials to customers is to include them in your blog posts or underneath them. This is particularly useful if you have testimonials that relate to specific products or pain points, which can be linked to interesting blog content.
- Showcase your achievements using stats. If your customers are willing to share revenue or growth numbers with you, use these stats as a different form of testimonial on your website.
- Spread the word on social media. If you have a large number of followers or you tend to receive decent traffic volumes from social media, use this as an additional platform to showcase customer testimonials. You can even incorporate testimonials into your social media ad campaigns.
- Promote the end result. Just completed a project for a happy customer? Why not showcase the end results on your website as a way to show prospective clients what your business is capable of. This could be an e-commerce website that you developed or a bathroom that you recently remodeled – visual proof can really go a long way.
- Include them in your email campaigns. If you have a sizeable email database, find a way to incorporate your testimonials into your newsletters and your email campaigns. Just make sure that they fit in with the objective of the email you’re sending out.
- Incorporate them into your landing page. If you want more people to follow through on a call to action, why not include some customer testimonials just before you ask them to convert?
- Create an influencer marketing campaign. This is another great testimonial example that has the potential to generate impressive results. Partnering with an influencer who will speak favourably about your brand or products is a rocket-fueled testimonial because they already have an engaged following. Naturally, the campaign should be authentic and the influencer should match your brand and speak to the audience you’re trying to reach.
- Just add them to your website. If you prefer a more traditional approach, you can simply add a few customer testimonials to your website. The bottom line is, if you have them available, you should definitely be using them to boost your conversion rates.
With social proof now being such an integral part of the sales journey, it only makes sense for businesses to start using customer testimonials to their advantage.