As spring is becoming more spring-like in the Northeast, I’m itching (and so are my eyes) to plant flowers. Spruce up our yard. You might be doing some spring cleaning in your office. Seasonal maintenance on your marketing. As you examine what needs attention, consider a key component. Namely, customer testimonials.
Buyers are influenced by what other customers think, called social proof. So they seek feedback from others. According to a recent study, over 87% of consumers read online reviews for local businesses in 2020. The research shows feedback continues to be important, as the number steadily increases. For your info, the number was 67% in 2010!
If you optimized your customer testimonials, these gems would bring you more sales. Because there’s nothing as powerful as a testimonial in building trust and credibility. Also, a person sharing the positive and negative about your products and services is potent because it’s the voice of the customer.
“The quality of your testimonials is far more important than quantity.” Sam Holzman
Let’s look at 5 ways to optimize your testimonials.
5 Elements to Make Good Testimonials Better
Display image, name, and title
A buyer is determining whether he identifies with the customer giving the testimonial. If he does relate, he’s open to the person’s opinions. An image is the online equivalent to “putting a face to the name,” Photos and logos draw attention that simply text doesn’t do alone. The testimonials are also more memorable.
How do you overcome the perception the testimonial is fake? Enhance its credibility by being more transparent. Include an individual photo, job title, and company logo.
Heinz Marketing is a good example of this:
Furnish specific details
When a reader sees content that looks like everyone else’s, why would he read it? Sameness is easy to ignore. Remember, testimonials are also content. One way to combat obscurity is to use details in the testimonial. You want to share information that addresses your prospective customer’s objections, pain points, and problems. And you also want to include characteristics no other company can claim.
Sujan Patel, founder of Milkshake, suggests asking the right questions will help reveal insights buyers are seeking. So when a customer gives you some positive feedback, ask them how they’ve benefited from using the product. You’re looking for examples of how your product or service solved their problems and made their lives better.
Annexus Health addresses how a customer can save time, a familiar pain point: