Fact Sheet
| Feature |
Reviews |
Testimonials |
| Source |
Unsolicited, from customers |
Solicited by business |
| Tone |
Mixed (positive and negative) |
Positive, curated |
| Usage |
Feedback and credibility |
Marketing and brand building |
| Platform |
Public and owned platforms |
Business’s owned platforms |
| Format |
Text or video |
Primarily text or video |
| Impact |
88% of consumers trust online reviews as much as personal recommendations. (Source: BrightLocal) |
72% of consumers say positive testimonials and reviews increase their trust in a business. (Source: BigCommerce) |
| Conversion |
70% of consumers will leave a review if asked. (Source: ReviewTrackers) |
Video testimonials can increase conversion rates by up to 86%. (Source: Wyzowl)
Including testimonials on landing pages can increase conversions by 34%. (Source: Unbounce) |
What is testimonial marketing?
Testimonial marketing is the practice of using customer feedback and endorsements to promote a business or service. It involves collecting and showcasing reviews, testimonials, and case studies that highlight positive experiences with your brand, by real people. By using these authentic and genuine voices, businesses can enhance their reputation, credibility, and more importantly, drive conversions for increased growth.
Want to learn more about this best-in-class marketing approach? Read our blog post 'What is a review? The complete guide to customer reviews'
The importance of customer testimonials
Customer testimonials play an important role in influencing purchasing decisions. They provide potential customers with insights into the experiences of others, helping to address objections and concerns and build trust. This form of social proof is vital, as consumers are more likely to trust the opinions of existing or past customers over traditional advertising. In fact, 92% of consumers read online reviews before making a purchase decision. This statistic underscores the importance of integrating testimonials into your marketing strategy.
How to create an effective testimonial marketing strategy
Building a successful testimonial marketing strategy involves the following key steps:
- Define your goals: Determine what you want to achieve with your testimonial marketing, such as increasing brand awareness or boosting conversions.
- Identify your target audience: Understand who your ideal customers are and what they value. Make sure your testimonials match this segment.
- Collect testimonials: Use dedicated platforms, like SimplyReview, to automate and manage testimonial collection.
- Showcase testimonials: Display customer reviews prominently on your website, in email campaigns, and on social media.
Tips for collecting customer testimonials
Gathering quality testimonials is essential for your marketing strategy. Here are some effective tips:
- Ask for feedback: Reach out to customers after a purchase or service, encouraging them to share their experiences.
- Make it easy: Provide simple forms or templates for customers to fill out, streamlining the process.
- Offer incentives: Consider offering discounts or rewards for customers who provide testimonials.
Want to learn how to effectively get reviews from your clients? See our blog post on 'How to write a review/testimonial request'.
Using video testimonial software for maximum impact
Video testimonials are particularly powerful as they add a personal touch that text alone can’t convey. Video testimonial software can help you collect, edit, and showcase these videos effectively. By using video testimonials, you can:
- Create engaging content: Videos capture attention and can display emotions much more effectively than written testimonials.
- Increase conversions: Including video testimonials on landing pages can (and will often) lead to higher conversion rates.
Learn more about how to use your customer testimonials in our blog post 'How to use customer testimonials: Complete guide'
Displaying customer reviews on your website
To maximize the impact of testimonials, it’s essential to display them strategically on your website. Here are some best practices:
- Use dedicated testimonial pages: Create a separate page for testimonials where visitors can easily find them.
- Highlight key reviews: Feature standout testimonials on your homepage or product pages to capture immediate interest.
- Use visuals: Incorporate photos or videos of the customers alongside their testimonials to enhance credibility.
- Add snippets of social proof: Whether highlights or full quotes, sprinkle content-relevant reviews and testimonials across your site to back up whichever claims you have. (this could be next to a Newsletter signup or in your Checkout flow)
Incorporating testimonials in email marketing
Testimonials can significantly enhance your email marketing campaigns. By incorporating customer reviews into your emails, you can:
- Build trust: Including testimonials in your emails helps to establish credibility and reassure potential customers.
- Boost engagement: Engaging content, such as positive testimonials, can increase open and click-through rates.
Testimonials in retargeting ads
Retargeting ads are another excellent opportunity to leverage testimonials. By including customer reviews in these ads, you can:
- Re-engage potential customers: Remind them of the positive experiences others have had with your brand.
- Increase conversion rates: Seeing testimonials in retargeting ads can help overcome objections and lead to more conversions.
When customers create a review or testimonial through SimplyReview, they agree for it to potentially be used in marketing, giving you a strong sales asset for the future.
FAQ
1. What is a testimonial marketing strategy?
A testimonial marketing strategy involves using customer feedback to promote a business and build trust as well as credibility.
2. How can I collect customer testimonials?
You can collect testimonials through platforms like SimplyReview (that's us!) or Trustpilot.
3. Why are video testimonials effective?
Video testimonials are effective because they convey emotions and authenticity, making them more engaging than text alone.
4. How can I display testimonials on my website?
You can create dedicated testimonial pages, highlight reviews on product pages, use branded widgets and use visuals to enhance credibility.
5. What role do testimonials play in email marketing?
Testimonials in emails help build trust, increase engagement, and reassure potential customers about their purchasing decisions.
6. Can testimonials be used in retargeting ads?
Yes, including testimonials in retargeting ads can help re-engage potential customers and improve conversion rates. At the core of everything, it shows that your service or product works.
7. What are some tools for collecting customer testimonials?
There are various customer testimonial collection tools available, including survey platforms and video testimonial software. We recommend SimplyReview (30 days free trial, no commitment!)
8. How do testimonials impact conversion rates?
Testimonials can increase conversion rates by providing social proof and removing potential customers' concerns and objections.
9. What are positive customer testimonial examples?
Positive customer testimonials often highlight specific experiences, benefits, and satisfaction with products or services.
10. How can I optimize my testimonial page for SEO?
To optimize your testimonial page for SEO, use relevant keywords, include rich media, and ensure it is easy to navigate.
Conclusion
Implementing a strong testimonial marketing strategy can significantly improve your brand's credibility and overall marketing. By collecting, displaying, and using customer testimonials thoughtfully and effectively, you can build trust and drive conversions in a competitive marketplace. Remember, customer voices are more powerful than anything else - so let them be heard!
