Customer testimonials are a powerful tool that every brand should use to show how their products or services have improved their customers' lives.
No matter how compelling your copy, how well-edited your photos, or how intriguing your videos, the rest of your marketing pales in comparison to testimonials and reviews.
Whether you're looking for the best hiking shoes, decorating tips, or a new favorite restaurant, you'll likely 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 tap into a lot 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 type of social proof: they let potential new customers know about the successes and triumphs others have had with your products or services. And because they're real people, customers trust them to be unbiased and honest.
What is a testimony?
A testimonial is basically a customer rating or recommendation that lets others know how they have benefited from your product or service. Testimonials can take many forms, but the goal is always the same: to show how great your brand is.
Customer testimonials are more effective than paid marketing copy as they divert focus from the seller and focus on the customers.
Anyone looking at your testimonials page can see things from a similar angle as all your current and former customers once did.potentialcustomers like them.
Seeing how the decision to continue with your services has benefited others in your locality is a great way to provide a real application for what you offer.
To drive this home, studies have come up with about that92% of peopleread customer testimonials when considering a purchase, and another 88% say they trust online reviews as much as they trust a friend or family member's recommendation.
With 92% of people looking for social proof testimonial examples 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 reference
The best customer testimonials can vary incredibly in format, length, and content... But there are some aspects that all types of testimonials have in common.
First, they answer four key questions:
- What problem did your customer have?
- How did your products/services solve the customer's problem?
- What makes your solution unique?
- Have they had positive experiences with your brand?
Answering these questions in a testimonial is crucial to providing social proof and providing an example of how your product can get the customer where they want to go.
First, it offers a troubleshooting process that new customers are likely to seek out.
Second, it emphasizes hisUnique Point of Sale (USP)and highlights how your company is better than any other.
When previous clients clearly say they have had a positive experience with you and/or would recommend you in the future, your future clients will feel happy and confident that you are someone they want to work with.
How long should a warning last?
How long is a piece of string?
The different types of testimonials are of different lengths. Good content marketers use a variety of quotes, videos, blogs, and case study testimonials to build a success story.
However, for landing pages, popups, and even emails, shorter testimonials tend to be more effective. Ideally, you want to write dating testimonials that are 50 words or less. Testimonials on video sites should be a few minutes long to provide a problem-solving example without too much bullshit.
Pro tip:If you have longer testimonials, highlight the most important keywordsclearto draw the reader's attention.
Testimonials are best when they are direct and to the point. Make sure to use words and phrases that your prospects can relate to, and bring it all back to the customers' hopes and fears: why did they come to you, what exactly can you do for them, and dispel it all what could stop them. .
A good testimonial will reassure the customer:fast– that you have the solution to your problem.
What should a certificate contain?
While studies have shown that customers do trust and even rely on testimonials, that doesn't mean they blindly follow anonymous promises of success. The more information you can assign to a testimonial, the more believable and therefore credible it becomes.
The best testimonials include the author's name, title, company, and picture.
Putting a face to your customers' testimonials is arguably the most effective piece of content marketing you can do. In fact, Highrise ran an A/B test where they replaced their rather generic landing page with a happy person showing an example and saw a102.5% increaseduring the conversions! So there's definitely something about faces that we humans like.
If your testimonial is for a high-profile company, using the company logo can also help illustrate the credibility of the review. This also offers the added benefit of free advertising for the customer writing the testimonial - win/win.
However, remember that "right to publicityprohibits the use of an individual's name or likeness for advertising purposes without their consent, so you should ask before posting any personal information along with a customer testimonial.
However, if someone is not happy with their full name being used, they can consent to their initials being used.
How to make a testimony sound authentic
The best testimonials are authentic. This isn't a place for copywriters to pretend until you make it... your customer testimonials should be just that: customers. There are other places where your writing can shine.
Don't waste your time mimicking an authentic customer review; Your readers will be able to see through this.
Where should I put the certificates?
While most brands and websites offer a “Customer Testimonials” page (perhaps with a variation in the title), this should definitely not be the only place you cite testimonials!
The problem with testimonial sites is that they (understandably) reek of marketing.
People expect testimonial pages to be little more than a selling point. And while everyone wants to see what previous clients think of their services, they don't want to feel coerced into something that may not be as authentic as they think.
The best place to place customer testimonials is where customers are searching.
Use your website host analytics to see which pages customers are clicking and where they are scrolling, then place the appropriate testimonials there. This provides a relevant and compelling real-life example of exactly how that feature or product helped someone.
And don't forget to add a powerful onecall to actionalong with the reference!
Place testimonials in relevant places.
When creating testimonial landing pages, it's important that your testimonials make sense. For example, it makes little sense for a customer to rave about how fast their delivery times are when the landing page talks about the quality of their materials.
Linking testimonials to the topic is the key to success when it comes to using testimonials wisely.
The best testimonials should also appear prominently on your homepage andAbout us page, ready to catch the attention of all your potential customers from the first moment.
How to request a customer reference
Now that you know what a testimonial is, what makes it good, and where to place it, it's time to find out.how to get testimonialsto present on your website.
Testimonials are not something to fake. Not only is this a terrible example of false advertising, but people can smell false witnesses from miles away. You'll do much better if you use real, genuine testimonials from people who have really benefited from your brand.
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You can do this too.
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1. Ask about them
One of the easiest (but often overlooked) ways to get customer testimonials is to simply ask for them.
If you have a happy customer or someone who keeps coming back to you, chances are you like them and there's nothing wrong with asking them to write a quick testimonial for you to post on your website. They will probably be happy to help!
testimonial letter example
A good request is short, thoughtful and pleasant for the customer. A simple yes/no answer is all you need at this point, then you can discuss the type of testimonials the customer is willing to send.
The best testimonial requests are the following:
- A short, direct subject line.
- A direct but gentle tone.
- A benefit or reward for providing the testimony.
- A simple "off" if they don't want to.
- A no-work option that makes the favor you're asking for practically effortless.
If your client is a business, it can be very persuasive to offer a link to your own website, which will also help improve your Google ranking.
After they say yes, overdo it with thanks to let them know how much you appreciate the effort they're putting into your business.
2. Take care of them
In addition to asking for customer reviews out of the blue, it's also important to keep an eye on organic reviews and recommendations. This can include:
- thanks emails
- Social Media Mentions
- handwritten thank you notes
- gratitude personally
If you spot any of the above (or any other sign of a grateful customer), give them a call and ask if they'd like to share their experience on your site.
types of testimonials
You are forgiven for thinking that the testimonials are just quotes or written reviews. However, there are many different types of testimonials that you can use in your marketing.
VonVideo-Testimonialsto a Q&A session with an influencer in your industry, there are many ways to increase your brand awareness without relying on just one form of content.
In general, we recommend using multiple sample testimonials to increase your conversion rates and create a compelling story that your customers can relate to.
For example,bizzaboThe Clients page has short quotes, tweets, images and links to full case studies... There's even a video at the bottom of the page for you to watch:
Some of the best examples of customer testimonials are:
1. Cite references
When you think of testimonials, you probably think of the traditional dating way of testimonials.
These stories are powerful, believable and highly effective. Especially if you add the customer's name, company and picture.
You can often find examples of dating testimonials on a site's homepage and in its marketing materials. Its compact size makes it easy to insert a testimonial quote into your content almost anywhere without being too distracting or "in your face".
For additional bonus features, you can even ask your customers to give a rating of up to five points, giving you a quantitative element to use in other forms of marketing.
2. Testimonials in social networks
Social media is a great place to find examples of dating testimonials, and you can even find client images to reuse in your own marketing.
This type of testimonial is quick and easy because the positive reviews have already been written and shared, so all you need is permission to share them again. The benefit of claims already in place on social media also helps to prove credibility as anyone can verify that the review is genuine.
Not only is social media a great place to get testimonials, but it's also a great way to keep customers engaged with your brand online.
Look out for brand mentions on Instagram, Facebook, and Twitter. These organic reviews and recommendations are a great place to find real, authentic feedback that new customers will love.
Video testimonials have become one of the most persuasive marketing tools in recent years. Fun, visual, engaging and difficult to fake - video can be a very effective business tool.
Humans process video about60,000 times fasterwrite, and EyeWideDigital found that providing a video on your landing page can increase conversion rates by up to 80%.
A video testimonial not only increases conversion rates but also improves reliability.
Nowadays, it doesn't take much work to create a compelling video testimonial. HimYouTube video creatorIt's an easy and free way to get high-quality, professional-looking content that will link to your page and drive sales.
We've already established that people are naturally attracted to smiling faces (which is why it's important to include an image with all testimonials). Hearing a real person talk about your business is another great way to build trust and rapport.
While a video testimonial is a very effective way to build credibility when your customers share their success story, video can seem out of reach for smaller brands due to the equipment and expense involved in creating a professional video testimonial.
Audio is therefore a great and inexpensive way to create a compelling customer testimonial using just a microphone, recording software and a quiet location.
You can use audio-only testimonials in several ways:
- Layer them over another marketing video.
- Connect them together to tell a compelling story.
- Use them in a podcast.
You can also get quotes from these testimonials to use in writing, complete with a picture and a link to the record.
5. Photo Reports
Image testimonials are especially helpful when promoting a beauty product. Then pictures certainly speak louder than words!
One of our all-time favorite uses of photo testimonials comes fromproactive.This is where users share before and after photos so future customers can see the success and results others have had with their skincare routine.
The innovative sliders are particularly beautiful!
6. Case study reports
Case studies are a great opportunity for your customers to delve into past customer success stories. This can be a combination of blog-style written posts or even interview testimonials. The video can also be used in case study meetings.
If you decide to go into these more complex forms of storytelling, one of our top tips is to snag excerpts from the post to share elsewhere on the site and beyond. You can also highlight in the post itself some of the key features that made your service really valuable to the customer.
7. Interview references
An interview is a great way to format a client testimonial, especially when you or your client are unsure of what to say.
An excellent interview testimonial example will draw the reader/listener/viewer into the conversation and story. It describes in detail how the customer found out about your service, what problem you solved for him and what happened when he bought from you (how his situation improved).
Something goodto ask questionsin an interview include:
- Are you concerned about purchasing this product/service? What was holding you back?
- What happened when you bought the product/service?
- Which features did you like the most?
- What are the top three benefits you've found?
- Would you recommend us and why?
- Is there anything else you would like to mention?
Keep the interview open, easy and accessible and make sure you focus on the benefits of using your product/service. Developing a relationship with your interviewer will also make it easier for potential clients to see you as trustworthy and friendly - someone they would also like to work with.
Code Academyis a prime example of a company using interviews to get the full story from its students. The first page shows a video of a student being interviewed, then each thumbnail takes you through a longer written interview about why and how this student got into programming.
People tend to be heavily influenced by others, especially when shopping online. This is why peer review sites like Yelp, TripAdvisor, FourSquare, GoodReads, and many other independent review sites are so popular.
But while it can be stressful getting people to review and review your business elsewhere, it also provides a fantastic resource for quotes from colleagues to use on your own site. like hotelsfrench quarterdo it here:
Listening to a colleague is a very powerful way to show clients how you have benefited people with problems like yours.
These review sites are also great as nobody has forced their customers to leave a review or review, which is why they are considered to be truly organic and trustworthy. Also just around48% of peoplewill use a company if it has 4 stars or less on an independent peer review website.
9. Influencer testimonials
Recognition from an influencer, celebrity, or well-known brand counts as an example of an influencer testimonial. This can be a very useful and powerful example of how your company is serving well-known people in your industry.
To getinfluential peopleSharing your trusted name and image with your business gives your brand an extra layer of trust and credibility.
Onboarding the right influencers can take a little commitment. HimFederal Trade Commissionrequires that any paid sponsorship or associated work be clearly disclosed; So if you pay influencers to endorse your products, you (and the influencer) must also let people know that there is a financial relationship.
However, bringing the right influencer into your business can give a big boost to your product sales.
Not only that, but an influencer will have a lot of people following them. By affiliating with an influencer, you can also tap into your following and increase brand awareness.
There's a reasonNespressouses celebrities like George Clooney in hisadvertising!
While including case studies on your own blog is a great way to provide detailed testimonials, it can be even more helpful to ask your customers to write their own blog post about how your product or service has helped them.
This allows your customer to tell their story from their own perspective and lets readers know that no one is putting words in their mouths. You can also drive more readers to your client's website by linking the post to your blog or landing page.
You can even ask influencers to write a blog post for their own website reviewing your products or services, along with tips they've learned from working with you. This puts your business in front of more readers and potential target customers.
By letting customers know what they're getting from working with you and what to expect from a real customer perspective, they can feel more confident in their decision to move forward.
Remember, you need to make it clear if you're paying someone to leave a review, whether it's a blog post or some other type of content on your or their site.
Do I need certificates?
No matter what others say, testimonials have always been and always will be a great example of how a story can increase sales.
Regardless of the type of testimonials you enjoy using, letting people know exactly what benefits your product or service can offer them, in people's words, is a surefire way to convince your audience of your worth who are (or were) as they are. it. your time and your money.