There are numerous marketing strategies that websites can use to increase sales or conversions but the use of testimonials is simply one of the most important. People tend to trust a product and shortly after purchase it if they find it trustworthy and real. The use of actual feedback from customers is the most ideal and effective way to do this.
Websites are like virtual market places wherein people purchase a product without the option to actually see it before the transaction. Therefore, it is essential that you give some kind of proof to gain a buyer’s trust. Social proof is the best way since people easily gain interest to what other people are saying about something. So, the use of customer testimonials as an internet marketing strategy can greatly help in building up your website and gaining the trust of your target market by eliminating their doubts.
Listed here are a few tips on how you can leverage the use of testimonials to increase your website’s conversion:
It Should Focus on Your Target Market
It is of essence that you use testimonials on your website that your specific market can relate to or is relevant to them. The purpose here is to make sure that when potential buyers read the testimonials, they can say “I have the same problem these people and look at them now. I can be like them too.” So, make sure to carefully choose the right testimonials that appeal to your market. Don’t waste time using testimonials that are of no use to your marketing efforts which can even deter customers from reading the important ones.
Don’t Just Show the Good Ones
This is a tip you should use with extreme caution because if done the wrong way can have negative effects. The premise here is that you can’t really please everyone and some testimonials will come up negative in nature. The good thing here is that you can make it a constructive testimonial. If you show only positive ones, customers will be wondering what you are hiding which is not good. So, take the time to pick the right negative testimonial to use and you’ll do more good than harm.
Use Benefit Headlines
Headlines are what people read first and if it’s something catchy then I’m sure they’ll read on. So what makes sure your headline is catchy? There is no better way to do this than mentioning the benefits of your product specifically the one that the customer giving the testimonial got. This way, your potential customers get benefits as a first impression of your product or services.
Give Life to Your Testimonials
What I mean by this one is that you give your testimonials a personality. Using the real name, using photos and giving other details are effective ways to do it (you may need to ask permission from your customers doing the testimonials). Using these real details increases the believability and reliability of your testimonials. It gives a sense of tangibility and therefore gains trust from potential customers more effectively.
Make Use of Different Media Platforms
Using other forms of media to deliver a testimonial can provide variability and build trust all the more from potential customers. Using audio and video testimonials are very effective because a visitor can hear or see the real person doing the testimonial. This may not be as easy to do but if you can find a way, the effects can be really great.
Provide Lots of Testimonials
Providing a good number of testimonials can be beneficial especially if they are chosen carefully. Make a goal of using at least 15 or so testimonials but you can have more or less. But, that number of testimonials is enough to convince our target market that your product is legit and can do what it says.
The use of testimonials as an internet marketing strategy for online business should never be understated. This is specifically important in IM because of its intangible nature. Your potential customers have no way of visiting your business so it is up to your testimonials to do the heavy lifting when it comes to gaining trust and believability.
There is a WordPress testimonial widget that I use on my website. It is a nice way to show testimonials on the side bar, which is not too intrusive, and gives good social proof.
I also did a “Top 7 reasons why you should sign up for my newsletter” post, where each reason contained a testimonial in it.
Good article, thanks. BTW – the asking for permission is a good point too. I didn’t do this at first, and one person complained, when they googled their name, and a hit to my website came up (and I didn’t ask their permission first) d’oh
Thanks Tim! I also got that handy WP widget on my sites. You also got a good strategy going there. Hope these tips can help you. Thanks, again.