Why is it important to feature customer testimonies on your website?
Customer testimonials are a great marketing tactic. When potential customers are researching your business online, the most important thing they want to know before purchasing or enquiring about your products or service is that you are a trustworthy outlet.
Customers will scope out the content of your website, usually with a hint of scepticism.
So, to prove the value of what you have to offer, why not let your happy customers do the talking in order to engage with new customers?
What are customer testimonies and what are their purposes?
A testimony is a statement testifying to a persons character and qualifications or a business’s credentials. Testimonials usually come from customers, colleagues, or peers who have benefitted from or experienced success as a result of the work you did for them.
Your testimonial page serves as a platform to show off how others have benefited from your product or service. This means testimonies are a powerful tool for establishing trust and encouraging potential buyers to take action.
Plus, customer testimonials and case studies are considered the most effective content marketing tactics, according to 89% of B2B marketers.
Who should you ask to testify?
Asking influential customers e.g businesses well known in your local area, regionally, nationally or globally to testify is worthwhile.
It is also a good idea to ask customers you have had for a long time, have used your services on a reoccurring basis, or customers you went above and beyond to serve customer service wise to testify.
Don’t be afraid to ask your customers to testify, many customers who are asked to give feedback consider it rewarding. It’s nice to feel valued by those you’ve purchased from.
EXamples of prompt questions you can ask to get a great client testimony
What obstacles were you encountering before using our service / buying our product?
What three benefits have you found by purchasing from us?
Has our service / product benefitted you / your business financially?
What three things do you notice about our customer service?
Would you recommend us to other businesses? If so, why?
Is there anything you’d like to add?
It’s important to ensure the that person you are asking for the testimony knows the testimony only needs to be around 40 words long.
How many customer testimonies do you need?
Three to five testimonials is a great amount to start with. Particularly for e-commerce sites after gaining your first testimonials building them up is essential, as 85% of consumers said they read up to 10 reviews before feeling they can trust a business. Moreover, 50 or more reviews per product can mean a 4.6% increase in conversion rates.
How to format testimonies
Customer testimonials should be eye catching, aesthetically match your branding, include a call to action and be paired with a photograph or a graphic e.g logo of that business, to draw attention to the statement. They also should be clear, easy to read, short, snappy and straight to the point. However, video testimonies are the most effective option, providing budget allows!
Is there anything else you should know about customer testimonies?
Client testimonies are brilliant for SEO (Search Engine Optimisation), having a testimonial page serves as yet another indexed page on your website which creates backlinks and builds websites authority. Better still if your client testimonies contain keywords you are trying to rank for in Google’s search.
Testimonials are a great conversion too when shared on social media. A study by Dimensional Research found that 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions.
Brands, particularly charities who use emotion driven testimonials receive 3x more word-of-mouth marketing as less emotionally-connected brands.
Lastly, customer testimonials can be built into your email marketing strategy and with a clear call to action can drive traffic to your website.