Last Updated on September 1, 2023 by David
Guest Post by Matt Casadona
If you’re on a mission to optimize your online content, you need to consider using testimonials as part of your strategy. Statistics have recently proven testimonials to increase effectiveness ratings by almost 90% when influencing buyers. Testimonials have been around forever, but information of their influence on conversion rates is relatively new. Here’s all you need to know on testimonial integration and what it can do for your conversion rates.
Reviews Build Consumer Confidence
Research suggests that reviews heavily influence buying decisions and that positive customer reviews give potential buyers more trust in the products and services they are considering. Around 63% of consumers also stated that they are more willing to purchase from select online stores when those sites have posted reviews of their offerings.
Testimonials Build Trust
Customers like to see vulnerabilities in the businesses and brands that they shop from. Take a look at the example from Trust & Will below.
Believe it or not, having a mix of both good and bad reviews is a positive thing. It gives customers a greater understanding of what the company is likely to provide and demonstrates the overall value. When testimonials are linked to the business social media accounts, it helps you gain customer interest and shows legitimacy.
Testimonials Show What’s Real
Some customers say that they are hesitant to trust reviews unless they specify that real people have written them. When all of the reviews are overwhelmingly positive or appear to have the same voice and tone, that’s a red flag for consumers and they might rethink their options. In contrast, when reviews are a unique blend of different voices expressing the things that they like and don’t like about the business, products, or services, customers are more likely to trust what the testimonials say and feel more confident in purchasing from the respective businesses.
Visual Testimonials Are Highly Effective
Visual testimonials are now a fundamental aspect of product lines for various home furnishings. Many websites will set up their testimonial sections to post real-life social media photos of customers with their purchased products. Seeing these products in someone’s home setting gives potential buyers the ability to imagine what the outcome will look like for them and enables a sense of trust in the company. These findings are particularly true for furniture companies whose site photos look more like computerized replications. Seeing “real life” elements in customer photos helps potential consumers decide if they want to proceed with their purchase.
The Good and Bad Reviews
Knowing that testimonials are both positive and negative, customers appreciate the honesty that brands are willing to share regarding their products and services. Having the integrity to show both the good and the bad sides of the business will promote customer loyalty and trust.
Testimonials Speed Conversion Rates
Testimonials help to increase conversion rates because they encourage constant traffic. As a result of reaching more people, more users convert, generating significant sales and revenue percentages. The possibilities are seemingly endless when it comes to including testimonials for conversion benefits. One source reported that a 50% increase could lead to a 500% increase in profits. There are many different ways to improve conversion rates, but no other method other than testimonials lines up with the statistics. The proof is in the pudding, as they say, and testimonials are no exception to this.
Be Mindful of the Specifics
It’s important to remember that just including testimonials on your website and social media pages is not enough to dramatically influence conversion rates. You need to find the perfect blend of good and bad reviews and mix in different types of testimonials for increased conversion rates to come through.
Use Different Types of Testimonials
Be sure to include a variety of testimonials from all forms of media. Ask satisfied customers to post comments, videos, and images for product and service reviews. As the saying goes, “There’s no such thing as bad press.” Having a few lousy testimonial reviews is not a bad thing either. You want to show your online users that your business is popular, for better and for worse. It is less likely that a consumer will not trust a brand if all of the reviews are positive. Everyone is aware of the paid reviews that businesses offer individuals to gain more traction and attention to their business. Having a mix of both good and bad reviews appears much more genuine and will give customers the insight they need to determine if your products and services are what they are looking for.
Reach for the Stars
If possible, include testimonials from influencers or celebrities (even on the local level) to review your products and services. Customers will be excited that those they emulate are interested in the same goods and services they are. Again, please do not overdo it with sponsors and figureheads. The key to winning customer trust, brand loyalty, and generating more leads is authenticity.
Speaking of stars, even testimonials that include star rankings create more leads than having no testimonials at all. Some people prefer sentiment over logic, but others prefer the opposite. Seeing a mix of high and low ratings will also provide these linear-minded consumers with the trust and confidence needed to generate sales and brand loyalty. You can also feature any awards your business has won on your site, as these act as additional testimonials. Here is an example from Intuit:
Testimonials are tricky in that they require a mix of different media forms to make a difference in your business or product line. However, they are much easier to implement than complex algorithms or search engine optimization techniques that are too advanced for the average person. Without extensive research or help from a professional, most conversion rate techniques will leave you scratching your head in confusion. So, take advantage of this more straightforward process and quickly increase your conversion rates with testimonials.
About Re:amaze
Re:amaze is a modern helpdesk and customer messaging platform designed to help eCommerce businesses boost customer happiness and revenue. Re:amaze allows all customer-oriented teams to work together in a shared inbox through email, social, SMS, voice, and live chat. Re:amaze also comes packaged with automated messaging and chatbots so eCommerce brands can succeed at the front lines of conversational commerce.
About Matt Casadona
Matt Casadona has a Bachelor of Science in Business Administration, with a concentration in Marketing and a minor in Psychology. He is currently a contributing editor for 365 Business Tips. Matt is passionate about marketing and business strategy and enjoys the San Diego life, traveling and music.