https://www.sitepoint.com/blog-post-view.php?id=170248
The above blog had a great stream of discussion going about the importance of testimonials. Some of you indicated that in your experience testimonials actually DECREASE credibility.
I was very surprised to read those two responses, because test after test shows that testimonials — correctly executed — increase response for a variety of professionals, including web designers/developers.
So this blog aims to make a few points to clarify the role of testimonials:
1. The concept of “social proof” is incredibly important in marketing. Social proof, simply stated, means that people tend to believe what other people believe, especially people they respect. So if you can assemble a group of people, especially opinion leaders, who rave about you, you build credibility. Unfortunately, that’s how we humans work. So why not take advantage of social proof in your marketing efforts?
2. There are lots of ways to use social proof to build credibility: testimonials, case studies, reprints of articles by/about you or interviews of you in local papers, and referral systems. In a different industry, believe it or not, the “As Seen on TV” decal has been shown to increase retail sales of certain products significantly.
3. Testimonials are not an either/or proposition. You still want to show your portfolio. However, lots of prospects (myself included) can’t tell a good portfolio from a bad one. That’s why we need web designers, right? Portfolios are often more about you than the client — especially if they don’t include some details about what the client was trying to achieve, the specific results you got for them, and a quote in the client’s own words testifying to how great you are to work with. So why not take advantage of all of these marketing features to optimize your message?
4. A testimonial on the top of your home page, done right, immediately draws the reader in, especially if:
– They are a recognized opinion leader;
– You include a thumbnail photo of them;
– You give their quote a headline that captures the essence of what they are saying;
– You include their full name, title, and company;
– You set the quote apart so that people can’t miss it (e.g. a nice border); and
– You link to the web site you designed for them.
In fact, my testing has shown that testimonials sprinkled throughout a professional’s web site get better results than a single page that says, “What people are saying about us” and isolates testimonials there.
Recent tests show that including audio and even video feeds (where they don’t ruin your page downloads) of people raving about you increases response even more!
5. I know some very successful marketers who literally have designed their sites with hundreds of testimonials (there are some creative ways to get tons of testimonials quickly). This tactic works wonders for them.
6. Even if you don’t post testimonials on your web site (for whatever reason), you should still collect them. They make a great piece of marketing collateral to show prospects when you meet with them.
7. Having said all of the above, thanks to the individuals who raised this key issue. In the end, you have to test what works and doesn’t on your own site. So keep challenging, and keep testing!!!!!
Frequently Asked Questions about the Importance of Testimonials
Why are testimonials considered a powerful marketing tool?
Testimonials are considered a powerful marketing tool because they provide social proof. They show potential customers that others have used your product or service and had a positive experience. This can help to build trust and credibility, which are key factors in a customer’s decision-making process. Testimonials can also help to highlight the benefits of your product or service, providing real-world examples of how it can solve a problem or meet a need.
How can testimonials influence the buying decision of a customer?
Testimonials can greatly influence a customer’s buying decision. They provide real-life experiences and opinions from people who have used the product or service. This can help potential customers to understand the value and benefits of what you are offering. Testimonials can also help to alleviate any doubts or concerns a customer may have, making them more likely to make a purchase.
What are the different types of testimonials?
There are several types of testimonials, including customer testimonials, expert endorsements, celebrity endorsements, and peer reviews. Customer testimonials are from people who have used your product or service and can speak to its benefits. Expert endorsements come from industry leaders or professionals who can vouch for the quality of your product or service. Celebrity endorsements can help to increase visibility and appeal, while peer reviews provide feedback from people who are similar to your target audience.
How can I collect testimonials from my customers?
There are several ways to collect testimonials from your customers. You can ask for them directly, either in person or via email. You can also use surveys or feedback forms to gather testimonials. Social media is another great way to collect testimonials, as customers often share their experiences on these platforms.
How should I display testimonials on my website?
Testimonials should be displayed prominently on your website. They can be included on your homepage, product pages, or a dedicated testimonial page. It’s important to make sure they are easy to read and visually appealing. You can also include a photo or video of the person giving the testimonial to add authenticity.
Can testimonials improve SEO?
Yes, testimonials can improve SEO. They can provide fresh, unique content for your website, which search engines love. They can also include relevant keywords, which can help to improve your ranking in search engine results.
What should I do if I receive a negative testimonial?
If you receive a negative testimonial, it’s important to respond in a professional and timely manner. Apologize for the customer’s negative experience and offer a solution to the problem. This can show potential customers that you take feedback seriously and are committed to improving your product or service.
How can testimonials build brand trust?
Testimonials can build brand trust by providing social proof. They show potential customers that others have had a positive experience with your brand. This can help to build credibility and trust, making customers more likely to choose your brand over competitors.
Can testimonials increase conversion rates?
Yes, testimonials can increase conversion rates. They can help to alleviate any doubts or concerns a potential customer may have, making them more likely to make a purchase. They can also highlight the benefits of your product or service, showing potential customers how it can meet their needs.
How often should I update the testimonials on my website?
It’s a good idea to update the testimonials on your website regularly. This can provide fresh content for your website, which can help to improve SEO. It can also show potential customers that you have a consistent track record of satisfied customers.
Andrew Neitlich
