Last time I wrote, I gave 5 Easy Ways to Get Customer Testimonials. After you’ve gathered testimonials from your customers, the next step is putting them to work for you. Thoughtfully selecting your testimonials and determining where to place them on your website is essential to maximizing the effectiveness of your positive customer feedback.
Not all testimonials are equal. Here are a few key components to look for when selecting quality testimonials to feature on your website.
1. Credible Testimonials
If you’re not careful testimonials can seem cheesy or, in some cases, fake. Avoid over-editing—you want potential customers to know the testimonial comes from a real person with a real experience of your product because this builds trust. Likewise, avoid testimonials that are enthusiastic but vague. For instance, this will not help you out:
“I LOVE THIS PRODUCT SO MUCH 4EVER!!!”
This is an exaggerated example, but the point remains: a testimonial like this isn’t credible because it’s over the top and lacking in substance. It will be instantly disregarded and may in some cases negatively influence your customers. You also build credibility by attributing quote to an identifiable person, as in the next example.
2. Testimonials With Specific Language
Take a look at your selection of testimonials and find those that specifically describe positive experiences/outcomes with use of your product.
The review above details a specific outcome—high quality customers and 90% conversion rates-experienced with the use of TrialPay’s Transactional Advertising platform. Language like this gives potential customers a clear idea of what your product can do for them.
3. Testimonials That Show Your Product Is “Better”
When possible, use testimonials that not only describe how your product is “good,” but how it is “better.” Customers aren’t just looking for a product that will get the job done, they are looking for the best product at the best price.
Using Testimonials On Your Website
Where you use testimonials is just as important as the quality of the testimonials themselves. The most important thing is to use them where they will be relevant and meaningful to the customer.
1. Provide Context
If you offer multiple products or services, place testimonials where your customer needs to see them: near your description of that specific product or service. Otherwise, there is no context for the testimonial and the impact may be lost. In the example below, you can see TrialPay places their testimonials section (“In Their Own Words”) for each product right below that product’s overview. This sequence is effective because the product description tells the customer about the product, while the testimonials show that it works.
2. Reassure your Customers
Offer testimonials at points where you ask your customer to take action—places like checkout, registration, etc. This provides the customer with extra reassurance when they are about to take the risk of investing in your product.
3. Include Testimonials in Product Demos
If you make use of product demos on your site, consider reinforcing your presentation with testimonials. As the customer’s understanding of your product deepens with the demonstration, their context for absorbing the impact of the testimonial will increase.
4. Create a Space Dedicated to Testimonials
To showcase a larger selection of testimonials in addition to those strategically placed throughout your site, create a testimonial page. You can make this page even more accessible to customers by including a “Read More Like This” link with the testimonials on your product’s page or anywhere else you use them. If you have a large enough selection, organize your testimonials to target your customers’ needs even further, like this example from eHarmony’s “Success Stories” page. Here they have identified sub-groups of customers with specific concerns and provided categories to appeal directly to them.