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One of the common elements that run through all successful websites is the existence of a “testimonials”section. Why has a “testimonials" link become an indispensable part of every successful website development and website marketing process? The answer – testimonials build credibility, confidence and trust and dispel uncertainty and mistrust that most people could conceivably entertain about online products and services.
Increased Sales & Conversions
As usual, we always speak highly of the products / services we offer over the internet; but the fact remains that visitors are often skeptical. Prospective customers would prefer to believe what others would have to say about your services. After all we human beings tend to imitate; it is called the principle of social proof. It is then that we realize the value of what others have said about our products and services and the impression it has helped to build in the minds of prospective customers. All successful websites have realized the ability of testimonials to sway the mind of a customer and have made use of it to build credibility and trust. This in turn, leads to increased website conversion and sales.
Testimonials are considered the “secret sales force” and should be given due weight at the very website planning and development stage itself.
Drives Away Online Shopping Concerns
Another issue related to online shopping is that we can neither touch nor feel the product. Our knowledge is restricted to what is mentioned in the website content and the imagery we choose! (for more on this visit our blog about the importance of imagery!). There is no way to judge the veracity of the product description or its owner. Under these circumstances, we would have second thoughts of buying online. But if we find that someone else has bought the product and has only good words to describe it, our doubts would vanish and we are more apt to buy the product.
The Way to Write a Testimonial
Testimonials must be detailed and should preferably contain the name of the client, domain and contact details. The more you offer the visitor the more credible the testimonial is! Adding a photo would carry additional weight. The testimonial should clearly state the product description as mentioned in the website and matches with the actual product that the company. Be honest – find clients that offer a true respresentation of what your products / services do and have them tell a story!
Including Audios & Videos in Testimonials
Some websites include audio or video testimonials as a way to impress prospective clients. This is highly effective as visitors can watch and hear satisfied clients speak about their experience and their impressions on the listed product / service
Make your testimonials your secret weapon! For visitors that will never meet you or are learning about your for the first time, testimonials help build trust. Testionials will help you in building your Website Marketing & Promotion activities. Along with many other items relating to website conversion, testimonials will assure the ultimate success of your online business.
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7 Responses to “How Testimonials Can Help Improve Conversion”
Adding to the authors article I advise all readers to never fake testmonials as most people have well-trained BS detectors that can smell a fake a mile away.
Mohamed
February 11th, 2009 at 12:15 pm
Yes, it’s a human tendency to imitate and closely follow the principle of social proof. After all, there always exists an element of skepticism and doubt in buying a product we are unable to touch and feel. A word or two from an existing customer can dispel our misconceptions and help build trust and confidence. Testimonials are able to sway the mind of a customer and turn a doubting Thomas in to a confirmed buyer.
February 11th, 2009 at 10:17 pm
Testimonials obviously play on the psychology of a customer. It is able to break down the wall of doubt, confusion and apprehension existing in the minds of a visitor and spur him on to make a purchase. It in effect increases the conversion rates dramatically; no doubt about that.
February 11th, 2009 at 10:44 pm
I agree with you Cyriac. A good testimonial can convert more sales, if it is filled with your unique service/sale benefits. With real testimonials you can overcome buyer skepticism, this will result a positive decision from the new customer towards your services.
Another important thing is one can’t take testimonials for granted, online buyers are more specific (clever) in deciding their buying decision, they’re taking pain to contact and consult these testimonial-ed customers.
February 11th, 2009 at 10:55 pm
You know how important people who’ve truly purchased and used your product or service think about it? Answer to that question is one of the most essential tasks your website needs to accomplish–and it’s as simple to do as it is important. By using testimonials (reviews and comments from your satisfied clienteles) in text, audio or video format on your website, you not only answer the question, you also convert your sales pitch into a credible, authentic,unbiased recommendation for your product.
February 12th, 2009 at 9:59 pm
Well it’s a debatable point whether testimonials improve conversion rates or not. Maybe a few years ago they had their say but today their charm works less. Internet users in my view are becoming indifferent to testimonials. If you’ve heard of the phrase “banner blindness” then “testimonial blindness” would also be apt.
February 12th, 2009 at 10:46 pm
[...] often offer their customers a generous return policy. An open return policy along with exemplary testimonials helps create a buzz about your company and inspires buyer [...]
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