Marketing SpecialistBy Cami Gener | Solution21 | Marketing Specialist

Best Practices for Online Testimonials

When visitors load your website for the very first time, there are a lot of essential elements that come into play to brand your company and give that unforgettable first impression. It may be the color scheme used, the quality content, or the images that lure them in to learn more about your business. However, there is one unforgettable factor that many fail to realize: the testimonials page.

Testimonials are statements from satisfied customers. On most websites, you might not even realize this page is missing. It’s not always the first thing potential customers to a company website may look for. However, it has been found that content marketing can be strongly influenced by customer testimonials present on a website.

The Importance of Testimonials

Testimonials are available on many websites, and are often thought of as online reviews for products. With this in mind, it is also important that companies understand visitors to a website with testimonials may also be on guard for deception. Many visitors who are reading highly-coveted reviews may wonder about the truth behind these posts. Is the product really as amazing as people say it is, or have these individuals been paid or given free merchandise to influence their positive posts? When individuals can relate better with the person posting the review, it can lessen their anxiety and give them more faith in the truthfulness behind the review. This is where a testimonial comes into play. Marketing strategies should always include testimonials to bridge this gap between some random customer given a free product and the returning client boasting about their continued positive experiences with a company. By using testimonials on your website, you can make up the difference between a paying customer or a potential one who has lost interest in your company.

 

Best Practices

  • Imagery – proper selling means selling an experience. A potential customer will want to read more about an experience than just an imageless testimonial. This causes customers to become skeptical about what they are reading. When a testimonial is more personalized and provides imagery that supersedes those simple, bland reviews, it personifies the experience and gives a bolder statement to those reading them. Potential customers want to experience those true-t0-life stories others have had when relating with the company or using the product.
  • Videography – if you’re looking to take it one step further, consider video testimonials. These continue to be more effective than words in helping potential customers visualize the experience. Seeing a customer engage in a video testimonial and standing behind a product or service validates the testimonial more than the written word on a review site.
  • Page placement – it is important to consider testimonial placement on the page. If you have a product that customers need to learn about first, testimonials on the landing page may be unnecessary. Video testimonials should be thumbnails that can be expanded if the victors want further information regarding another individual’s experience. In most cases, testimonials should come after the basic information describing the service or product you are selling. Other times, they may be better suited for their own specific page if customers want to hear feedback on a properly labeled page.
  • Tone – understand that the tone of the testimonial should be natural. That being said, do not guide someone in how to formulate their written testimonial or present their video testimonial. The more personal it is, the more genuine it will feel to those reading or watching it. If customers have a negative experience, engage with the customer and find out how things can be improved. Positive experiences will speak for themselves.

 

In conclusion, testimonials can provide a more humanized aspect to your website and provide another method of selling your product or service. The strategies above should be employed to give potential customers real-life experiences and examples from those who already love your company!  By using testimonials effectively on your website, you can connect with individuals considering your business and provide a genuine feel to your marketing campaign.