The Real Power of Testimonials
By Keith Curreri • Published on July 13, 2020
Think about the last time you went to buy something on Amazon. What did you do before adding the item to your cart? If you’re like most people, you probably checked out the pictures, read the description of the product, and then scrolled down to the reviews. If everyone loved it, you’re probably going to buy it. If the reviews are terrible, you’re probably going to move on and find a different version of a similar product.
Customers visiting your site will go through a similar process when deciding whether to make a purchase. They want to get more information about the product or service itself, of course, but they also want to hear from real people about what their experience was like. In fact, a survey shows that 85 percent of shoppers trust online reviews as much as a personal recommendation.
Let’s dig into what’s so magical about testimonials, and why they deserve a place on your website:
They help give new customers confidence in working with you
New customers may feel more inclined to make a purchase with you simply by seeing that others have enjoyed their experience. It’s one thing for you to write about how great your business is. It’s another when someone else is doing the boasting for you.
It adds valuable content to your site
You don’t want your site to be filled with useless fluff for customers to scroll past, but a sparse website feels underdeveloped or unfinished. Testimonials provide you with valuable content to beef up your site while validating your brand at the same time.
Once you’ve secured a few testimonials, here are some tips on how to make the most of them:
Make sure they’re easy to find
If you’ve gone to the trouble of securing kind words from your customers, make sure they’re easy to locate on your site so that other people can check them out as they’re making purchasing decisions.
Take the feedback to heart
If customers say they love the discounts you offer every Monday, make it a point to continue the program. If you happen to hear about areas of improvement, take these thoughts seriously, and act on them.
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