Customer testimonials are a powerful tool that every brand should use to demonstrate how their products or services have improved the lives of their customers.
No matter how compelling your copy, how well-edited your photos are, or how glamorous your videos may be, all other marketing pales in comparison to testimonials and reviews.
Social proof
Whether you're looking for the best type of hiking boots, decorating tips, or a new favorite restaurant, chances are you'll turn to review sites to find the option with the most 5-star reviews and customer recommendations.
Social proofit's a natural part of life, and one that marketers have been able to exploit much more since the internet and smartphones have taken over the way we do everything from communicating to making decisions about where to eat.
Customer testimonials are a useful form of social proof: they tell potential new customers about the successes and triumphs others have experienced using your products or services. And because they are real people, customers trust them to be unbiased and honest.
What is a statement?
A testimonial is actually a customer review or testimonial that tells other people how your products or services have benefited them. Customer testimonials can take many forms, but the goal is always the same: to show how good your brand is.
Customer testimonials are more effective than paid marketing copy because they take attention away from salespeople to focus on customers.
Anyone looking at your testimonials page can see things from a like-minded point of view, as all your current and past customers once didpotentialcustomers, just like them.
Seeing how the decision to continue with your services has benefited others in their shoes is a great way to apply the real world to whatever you have to offer.
To drive this home, studies have found that approx92% of peoplethey will read customer testimonials when considering a purchase, and another 88% say they trust online reviews as much as a recommendation from a friend or family member.
With 92% of people looking for examples of social proof to help them make purchasing decisions, it's clear that quality testimonial pages can increase conversions and improve your brand image.
How to write a good statement
The best customer testimonials can be incredibly broad in format, length and content... But there are a few aspects that all types of testimonials have in common.
First, they answer four key questions:
- What was your customer's problem?
- How did your products/services solve the customer's problem?
- What makes your solution unique?
- Did they have a positive experience with your brand?
Answering these questions in a testimonial is key to establishing social proof and exemplifying how your product can get the customer where they want to be.
First, it provides a problem-solving process that new customers are likely looking for.
Second, it emphasizes yourunique selling point (USP)and highlights how your business is better than anyone else.
After all, if past clients clearly state that they had a positive experience with you and/or would recommend you in the future, your future clients feel happy and confident that you are someone they want to work with .
How long should the statement be?
How long is the string?
Different types of statements vary in length. Good content marketers will use a variety of quotes, videos, blogs and case study testimonials to build a success story.
But when it comes to landing pages, pop-ups and even emails, shorter statements tend to be more effective. Ideally, you should write quoted statements in 50 words or less. Statements on the video page should be a few minutes long to provide an example of the problem-solving relationship without too much ambiguity.
Professional advice:If you have longer statements, highlight the most important keywords in themhighlighteddirect the reader's attention.
Statements are best when they are direct and specific. Be sure to use words and phrases that your potential customers can identify with, and bring everything back to your customers' hopes and fears: why they came to you, what exactly you can do for them, and remove anything that might hold them back back.
A good statement will convince the buyer -quickly– that you have a solution to their problem.
What must the declaration contain?
Although studies have shown that users definitely believe and even trust testimonials, this does not mean that they blindly follow impersonal claims of success. The more information you can attach to a statement, the more credible and therefore reliable it becomes.
The best testimonials will include the author's name, title, company and a photo.
Presenting customer testimonials is arguably the most effective content marketing you can do. In fact, Highrise ran an A/B test where they replaced their rather generic landing page with a happy role model and thenan increase of 102.5 per cent.in conversions! So there is obviously something about faces that we humans like.
If your testimonial is from a high-profile company, using the company logo can also help illustrate the credibility of the review. This also provides the added benefit of free advertising for the customer writing the testimonial: a win/win.
Also remember "the right of the public” it is illegal to use someone's name or likeness for advertising without their consent, so you should ask before publishing personal information with the user's testimonial.
However, if someone isn't happy with you using their full name, they can agree to use their initials.
How to make a statement sound authentic
The best testimonials are authentic. This is not a place for copywriters to fake it till they make it... Your customer testimonials should be just that: from customers. There are other places where your text can shine.
Don't waste time imitating an authentic user review; your readers will be able to see through this.
Where should I place the statements?
While most brands and websites offer a "customer testimonials" page (perhaps with some variation of the title), this certainly shouldn't be the only place you cite testimonials!
The problem with testimonial sites is that they (understandably) smell like marketing.
People expect testimonial pages to be little more than sales numbers. And while everyone wants to see what past customers think of your services, they don't want to feel pressured into something that might not be as authentic as you think it is.
The best place to post customer testimonials is wherever your customers are looking.
Use your site's host analytics to see which pages users click on and where they hover, then place the relevant statements there. This provides a relevant, engaging, real-world example of how the feature or product helped someone.
And don't forget to include a strong onecall to actionalong with a reference!
Put the statements in the appropriate place.
When creating testimonials landing pages, it is important that your testimonials make sense. For example, it makes no sense for a customer to praise how fast your delivery times are when the landing page talks about the quality of your materials.
Linking testimonials to a theme is the secret to success when it comes to using testimonials wisely.
The best testimonials should also take pride of place on your website andAbout us page, ready to catch the eyes of all your potential customers right from the offset.
How to request a customer declaration
Now that you know what an endorsement is, what makes it good, and where to put it, it's time to figure it outhow to get referralsdisplayed on your website.
Testimonials are not something you should fake. Not only is this a terrible example of false advertising, but people can smell a false statement from a mile away. You will do much better if you use authentic, genuine testimonials from people who have actually benefited from your brand.
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1. Ask for them
One of the easiest (but often overlooked) ways to get customer testimonials is to simply ask for them.
If you have a satisfied customer or someone who keeps coming back to you, chances are they like you and there's nothing wrong with asking them to write a short testimonial that you can share on your website. Chances are they'll be happy to help!
Example of declaration letter
A good request is short, specific and simple for the customer. A simple yes/no answer is all you need to get at this point and then you can discuss what type of statement the client would like to send.
The best testimonial requests include the following:
- Short, clear topic.
- Direct but friendly tone of voice.
- A benefit or reward for making a statement.
- Easy 'out' if they don't want to do it.
- A "no work" option that makes the service you're looking for almost effortless.
If your client is a business, offering them a backlink to their own website can be very persuasive, which will also help improve their Google ranking.
When they say yes, go over the top with a thank you to let them know how much you appreciate the effort they put into your business.
2. Take care of them
In addition to looking for customer testimonials out of the blue, it's also important to pay attention to organic reviews and recommendations. This may include:
- Thank you emails
- Reviews on social networks
- Handwritten thank you notes
- Personal thanks
When you notice any of the above (or other signs of customer appreciation), call them and ask if they'd be happy for you to share their experiences on your site.
Types of Testimony
You'd be forgiven for thinking the testimonials were all quotes or written reviews. However, there are many different types of testimonials that you can use in your marketing.
Fromvideo statementsto a Q&A with an influencer in your industry, there are tons of ways you can improve your brand perception without relying on just one type of content.
In general, we recommend using different testimonials to increase your conversion rates and create a compelling story that your customer can relate to.
For example,BizzaboThe "customers" page contains short quotes, tweets, images and links to full case studies... There's even a video at the bottom of the page that you can watch:
Some of the best examples of customer testimonials include:
1. Cite statements
When you think of testimonials, you probably imagine the traditional type of testimonial.
These short stories are powerful, believable and very effective. Especially when you add the customer's name, company and picture.
You will often find examples of testimonials on a website's homepage and in any of their marketing materials. Thanks to their compact size, it's easy to include a testimonial quote almost anywhere in your content without it being too distracting or 'in your face'.
For added bonus features, you can even ask your customers to rate it out of five, giving you a quantitative element that you can use in other forms of marketing.
2. Statements on social networks
Social media is a great place to find sample testimonials, and you can even find photos of customers that you can reuse in your own marketing.
This type of testimonial is quick and easy as positive reviews have already been written and shared, so all you need is permission to share again. The benefit of testimonials already on social media also helps prove credibility, as anyone can double-check that a review is true.
Social media is not only a great place to get testimonials, but it's also a great way to keep customers interacting with your brand online.
Keep an eye out for brand mentions on Instagram, Facebook and Twitter. These organic reviews and testimonials are a great place to find authentic, genuine feedback that new customers will love.
3. Videoudsagn
Video testimonials have become one of the most compelling marketing tools in recent years. Fun, visual, engaging and hard to fake, videos can be a very effective business tool.
Humans process video approx60,000 times fasterinstead of typing, and EyeWideDigital found that showing video on your landing page can increase conversion rates by up to 80%.
A video testimonial not only increases conversion rates, but it also increases credibility.
It's not too much work to create a compelling video testimonial these days. ThatYouTube Video BuilderThe tool is a free and easy way to get high-quality, professional-looking content that links back to your site and increases sales.
We've already established that people are innately attracted to smiling faces (so it's crucial to highlight an image with each statement). Hearing a real person talk about your business is another great way to build trust and sympathy.
4. Audio statements
While a video testimonial is a very effective way to build credibility as your customers share their success story, video can seem out of reach for smaller brands due to the equipment and expense required to create a professional video testimonial.
So audio is a great and cost-effective way to create a compelling customer testimonial with just a microphone, recording software and a quiet room.
You can use audio-only statements in a number of different ways:
- Place them above another marketing video.
- Put them together to tell a compelling story.
- Use them in your podcast.
You can also take quotes from these statements for use in writing with an image and a link to the video.
5. Photo Statements
Photo testimonials are especially useful when promoting a beauty product. In this case, pictures definitely speak louder than words!
One of our favorite uses of imagery comes fromProact.Here, users share before/after photos so future customers can see the success and results others have achieved with their skin care.
The innovative sliders are a particularly nice detail!
6. Statements of case studies
Case studies are a great opportunity for your clients to delve deeper into the success stories of past clients. This can be a combination of written blog posts or even interview statements. Video can also be used in case studies.
If you choose these more complex forms of storytelling, one of our top tips is to take snippets from the post to share elsewhere on your site and beyond. You can also highlight some of the key features that made your service truly valuable to the customer in the post itself.
7. Opinion interviews
An interview is a great way to shape a client's statement, especially if you/your client aren't quite sure what to say.
A good sample interview statement will draw the reader/listener/viewer into the conversation and the story. It will detail how the customer encountered your service, what problem you solved for them, and what happened when they bought from you (how it improved their situation).
Some goodquestions to askinclude in the interview:
- How concerned are you about purchasing this product/service? What held you back?
- What happened when you bought the product/service?
- What specific features did you like best?
- What are the top three benefits you've found?
- Would you recommend us and why?
- Anything else you want to mention?
Keep the interview open, light and accessible, and make sure to focus on the benefits of using your product/service. Building a relationship with your interviewer will also make it easier for potential clients to see you as trustworthy and friendly: someone they want to work with too.
CodeAcademyis a good example of a company using interviews to get the full story from its students. The main page shows a video interview with a student, and then each thumbnail leads you to a longer, written interview about why and how that student got into coding.
8. Peer reviews
People are strongly influenced by others, especially when shopping online. This is why review sites like Yelp, TripAdvisor, FourSquare, GoodReads and many other independent review sites are so popular.
But while it can be nerve-wracking to get people to review and rate your business elsewhere, it also gives you a great source of peer citations to use on your own website. Like a hotelfrench quarterworks here:
Talking to colleagues is a very persuasive way to get customers to see how people with similar problems have benefited from your site.
These review sites are also great because no one is forcing your customers to submit a review or post, so they are considered truly organic and trustworthy. Moreover, right around48% of the populationwill use a business if it has 4 stars or less on an independent review site.
9. Testimonials of influential persons
Getting an endorsement from an influencer, celebrity, or well-known brand counts as an example of an influencer endorsement. This can be a very useful and powerful example of how your business serves celebrities in your industry.
Getinfluential peoplesharing their trusted name and image with your business adds an extra layer of credibility and credibility to your brand.
Getting the right influencers on board can take some dedication. ThatFederal Trade Commissionrequires any paid sponsorship or affiliate work to be clearly disclosed, so if you pay influencers to endorse your products, you (and the influencer) must tell people that there is a financial relationship as well.
But if you involve the right influencer in your business, it can boost the sales of your products greatly.
Not only that, but the influencer will also have a lot of people following him. By contacting an influencer, you can also leverage their following and build awareness of your brand.
There is a reasonNespressouses celebrities like George Clooney in hisadvertising!
10. Blog Statements
While including case studies on your own blog is a great way to provide detailed testimonials, asking your customers to write their own blog post about how they've used your product or service can be even more beneficial.
This allows your client to tell their story from their own perspective and lets readers know that no one is putting words in their mouth. It can also drive more readers to your clients' site by linking the post back to their blog or landing page.
You can even ask influencers to write a blog post for their own website reviewing your product or services, plus tips they've learned from working with you. This puts your business in front of even more readers and potential target customers.
By telling customers what they will get from working with you and what they can expect from a real customer's perspective, they can feel more confident in their decision to proceed.
Remember to make it clear if you are paying someone to submit a review, whether it is a blog post or any other type of content on your site or theirs.
Do I need recommendations?
Regardless of what anyone says, testimonials have always been – and always will be – a great example of how a story can increase sales.
Whatever type of testimonial you like to use, it's a surefire way to convince your target market that you're worth their time and money.