Customer testimonials are one of the most powerful trust signals you can use on your website and in your marketing campaigns, including landing pages, product pages, and pricing pages. Compelling testimonials from satisfied customers can convince even the most hesitant prospect, making them a powerful weapon in your marketing arsenal.
In this article, we will go over the basics of customer testimonials, their types, best practices, and examples. This will help you build the perfect strategy for your business.
What are customer testimonials?
Basically, testimonials are reviews and feedback provided by satisfied customers. They explain how useful the product or service they used was and how it helped them overcome certain challenges. They can be considered a form of social proof.
You can place testimonials on your company website in any format: text, interactive video, or audio. All are suitable. These testimonials are key to boosting sales and improving the image of your product or service online. There is no better marketing tool than positive feedback from an existing customer.
Testimonials are so important because people look for social proof in almost all of their life decisions, including online shopping. Another fascinating fact is that it doesn’t really matter where that social proof comes from. It doesn’t necessarily have to be from friends or family; even if it comes from other consumers, it can be influential. This has more to do with psychology than anything else.
Types of customer testimonials
While customer testimonials are often similar in content, there are several different types, each offering something different to brands. Let’s look at each of these types in more detail and the benefits of using them.
The first type of customer testimonial is social media interaction.
Many brands use this format as their primary type of testimonial because it conveys a sense of authenticity and naturalness. Captured directly from social media accounts, these testimonials are often reproduced as is, without any fancy editing or formatting. They are often pulled directly from platforms like Facebook or Twitter.
2. Testimony from an industry expert
Another common type of testimonial is an “industry expert” testimonial. Similar to a regular customer testimonial, this type presents the opinion of a respected individual or thought leader within a specific industry.
This type of testimonial is ideal for B2B companies, as it not only leverages the power of a typical testimonial, but also capitalizes on the featured expert’s knowledge and credibility. Plus, it provides the opportunity to highlight brands that are part of your satisfied customer base.
3. The testimony of a satisfied customer
The “satisfied customer” testimonial format is the most common: a quote from the customer explaining why the product or service is great, accompanied by a picture and their name.
If you plan to use this type of testimonial in your marketing materials, it’s essential to include a picture of the client being quoted. Without a photo, it’s nearly impossible for the prospect to form a connection with the person, which reduces the impact of the testimonial.
4. The video testimony
More and more companies are using videos to highlight their customer testimonials. Yes, video production involves more work, but the results can be worth it.
One of the main benefits of video testimonials is that they move away from the traditional format, allowing brands more creative freedom to showcase their customers’ satisfaction. These videos go beyond simple quotes and offer prospects a more realistic view of how users interact with the product. They also allow you to connect with satisfied customers on a whole new level.
How to use customer testimonials
Before adding any quotes to your homepage, think about what you really want to accomplish with testimonials.
1. Put the customer first
Before you do anything, analyze your website from the perspective of a potential customer.
Think about what brought them to your page: a PPC ad, a social media promotion, an organic search result? While each prospect’s journey will be different, the end goal is the same: they want you to help them solve a problem and improve their lives.
Understanding your prospects’ intent is crucial, because once you know why they’re coming to your site, you can use testimonials as a signal of trust.
Do you operate in a saturated market with multiple competitors? A well-positioned testimonial can emphasize your commitment to customer service or any other competitive advantage. Does your product or service have a high perceived risk? A testimonial can reduce potential customers’ doubts and address common concerns preemptively.
2. Highlight your ideal clients
Just as marketers are always looking for the “perfect” prospect, your testimonials should highlight your ideal clients.
Think of testimonials as an opportunity to show prospects who your ideal customer is. If your product or service is geared toward women who own small businesses with fewer than 10 employees, highlight someone who fits those criteria in your testimonials.
This technique also allows prospects to more easily identify with your current customers. If they see someone like them enjoying your product, they are more likely to imagine themselves using it and being equally satisfied. As an added benefit, this approach shows that you know your target market and understand the needs of people like them.
3. Highlight your unique value proposition (USP)
Customer testimonials can be very powerful, but it’s not enough to just have a few of your most loyal customers rave about you; you need to include reasons why prospects should choose you over the competition. The best way to do this is by incorporating your unique value proposition (USP) into the testimonials.
Ideally, this will happen naturally, without any intervention required. After all, there is at least one reason why your customers chose you over another business. Use that reason as the basis for any testimonials you choose to feature.
Whatever your differentiator is, whether it’s excellent customer service or an innovative feature that no one else offers, make sure it’s evident in your selected testimonials.
4. Highlight a different selling point in each testimonial
Most companies excel in at least one area. However, some may excel in several. If your brand has multiple reasons why customers are happy, focus each testimonial on a different selling point.
Not only does this approach allow you to communicate different benefits of your product or service, but it also avoids repetition, which can make testimonials lose effectiveness.
Additionally, addressing multiple selling points in different testimonials allows you to address various objections your prospects may have in advance. This is especially helpful if your product is complex or has many benefits that might not be immediately apparent.
5. Place testimonials strategically on your website
It’s not enough to simply add testimonials anywhere on your website. They need to be placed in strategic locations where they can have the most impact. Some of the best locations include:
- Homepage: A standout testimonial can make a great first impression.
- Product or service pages: Displaying testimonials on these pages reinforces user confidence at the key moment of the purchasing decision.
- Pricing Page: Testimonials here can justify the value of your offering and reduce price resistance.
- Contact or registration forms: A relevant testimonial in these sections can help motivate visitors to complete the desired action.
6. Take advantage of testimonials in email marketing campaigns
Testimonials shouldn’t just live on your website. They can also be integrated into your email marketing campaigns to strengthen the credibility of your messages. Some ways to do this include:
- Welcome emails: A testimonial can reinforce a new subscriber’s decision to become interested in your brand.
- Reactivation campaigns: Testimonials can be useful to re-engage inactive customers.
- Abandoned cart emails: A testimonial highlighting customer satisfaction can help convert a pending purchase.
7. Use testimonials in paid ads
Testimonials can be incredibly effective in paid ads on platforms like Facebook, Instagram, Google, and LinkedIn. A real customer sharing their positive experience can grab your audience’s attention and build trust right away.
To maximize impact, try different formats, such as images with quotes, short videos of customers talking about their experience, or even screenshots from social media.
8. Turn testimonials into case studies
If a customer has had a particularly positive experience with your product or service, consider developing a detailed case study. Case studies tell the full story:
- The problem: What challenge was the client facing?
- The Solution: How did your product or service help?
- The result: What benefits did the customer get after using it?
This type of content is especially useful for B2B companies, as it demonstrates with concrete data how your solution has impacted other businesses.
Testimonials can be transformed into engaging social media content. Some ideas include:
- Customer Quote Posts: Use an engaging design to highlight a key phrase from a testimonial.
- Instagram and Facebook Stories: Share testimonials in story format to engage your audience in a dynamic way.
- Reels and TikToks: Turn testimonials into short videos where the client shares their experience.
10. Encourage your customers to leave testimonials
To have a steady stream of testimonials, you need to encourage customers to share their experience. Some strategies include:
- Sending post-purchase emails: Ask for a testimonial after the customer has tried your product or service.
- Discounts or rewards: Offer incentives such as coupons or loyalty points to those who leave a review.
- Referral Programs: Encourage customers to share their experience and recommend your brand in exchange for exclusive benefits.
By following these strategies, you can make the most of testimonials and turn them into a powerful tool to strengthen trust in your brand and increase your conversions.
