Customer testimonials come with an efficiency rating of 89 percent when compared to other forms of content marketing. In the eyes of your prospects, these are authentic, unbiased comments coming straight from the mouth of your customers. You can come up with text, audio, or video testimonials to establish sufficient social proof that will promote your product convincingly.
Using real people to highlight the success of your product or service is the main objective of leveraging testimonials. Here are a few things you need to keep in mind if you want to increase your conversion rates through testimonials:
Choose from the best
There is no need to create an entire page of testimonials to promote your products or services. You can just choose a few that provide enough details to explain and satisfy the pain points of your customers. Make sure each of your testimonials focus on specific product benefits.
Put a face to those words
Adding a picture to your customer’s statement can increase your click-through-rate significantly. It highlights the fact that the testimonial is actually coming from a real person whom your visitors can relate to. It establishes the credibility of your claim and helps you gain the trust and confidence of your prospects.
Promote them everywhere
Testimonials are excellent forms of social proof that you should highlight wherever appropriate. Even if you have a dedicated testimonials page, you can always add them to your home page, case studies page, and contacts page. You can even include one testimonial per page. Explore the possibilities and find out how well you can incorporate testimonials to promote your business.
Focus on your buyer personas
Categorize your testimonials as per your buyer personas and make sure you hit all the pain points of your customers. Prospects would like to see testimonials that they can relate to. They want to see stories that show others like them achieving success. You can’t just focus on one testimonial and expect to achieve the maximum reach and value.
Be authentic
If there is one thing you should never fake about, it is testimonials. These are real stories of real customers whom your prospects can relate to. So you need to keep them as authentic and honest as possible if you want to establish trust and credibility. You might be putting your reputation at risk by including fake testimonials.
Get in touch with some of your favorite customers and ask them to send you a short video about how your company has helped them.
