Speaking statistically, 90% of buyers claim that testimonials influence their purchase. And there is no doubt or confusion because that’s how we buy things. Watching others buying from somewhere gives us confidence in that brand.

Customer testimonials play a pivotal role in building trust and confidence in a brand. When you compete to build trust, testimonials can be your companion. Because when other people are talking about you, it reflects that you have been able to exceed customer expectations. 

This blog will cover all that you need to know about testimonials, including how to utilize them to generate leads in the simplest way. Stay tuned till the end.

Testimonials & trust

When it comes to buying anything or taking a service, people always ask someone else for suggestions. They also want to know that person’s experience with those brands. This is because they want reassurance that it’s the right choice. 

Most people do not have the capacity to research the market and then buy anything. It becomes easier for them when they listen to others’ point of view. That’s where the testimonials come into play. Watching others’ reviews, some criticism or clear opinion is what influences a buyer’s decision. Because these elements create trust within one’s mind. 

If most of the people are appreciating a brand or product, it’s easier to trust that one. That’s why most companies showcase testimonials such as detailed reviews with ratings or video testimonials. Altogether, these help the buyer to feel that they’re making the best decision.

Types of testimonials 

The different forms of testimonials have various effects on the audience. When deciding on a specific type, think about your target audience. It’s crucial to opt for content that corresponds to your target’s values and a format your potential leads can view. 

It may also be helpful to reflect on your product and what medium best captures it. For example, if your work is visual, like graphic design or beauty treatments, a visual testimonial may benefit you.

Written testimonials cater to individuals who prefer to avoid public appearances. Expressing their stories can be quite demanding, so at times they may not wish to invest that level of effort. That is the reason they would choose a written format. But it doesn’t lessen the value of the testimonial.

Video testimonials are popular because there are people who like to hear the first-person experience directly. Their gestures in the video, body language, tone, etc. aligns to create trust.

Impact of testimonials on lead generation

Testimonials are the billboards that represent trust. That’s the reason why they have a huge impact on lead generation. They indicate: 

1. Social proof: Customer experience stories are sources of social proof. It shows that you keep your promises to the customers. Seeing others have a positive experience with your business, potential customers gain confidence in your brand.
2. Transparency: Testimonials represent the honesty of your business. Potential customers would appreciate it when they get an unfiltered look at your product or service.
3. Credibility: When you showcase your outstanding customer service through testimonials, it signals the strength of your brand. It ensures you offer high-quality service to your customers and demonstrates your dedication towards customer satisfaction. This increases the potential customers getting more interested in your business for the ultimate satisfaction. 

How to gather and choose the best testimonials

Before you start gathering testimonials, ask yourself a question. Has your business been able to satisfy the customers? Have you been able to deliver the promises you made? 

The reason you need to ask these questions is, you don’t get testimonials if there isn’t great customer service. A customer can share a good experience about you, only if there is any. That’s why you need to ensure great service before you plan to reach out for testimonials. 

Ways you can gather the testimonials: 

Simply ask: If you’re confident about your service, then reach out to your customers for feedback. Contact them via dm, phone calls, or emails. Make them feel that they matter to you the most. That’s how they might open up to express their opinions. Here’s one for inspiration:

Watch out for online reviews: Sometimes customers drop bangers in the review section. Also, some reviews indicate that they have interesting stories about your business. It also shows the willingness of the customer to share their experience with you. Watch out for those reviews and showcase them on your social sites or website.

You can reach out to these customers asking for a detailed version of their stories and publish them on your brand website with their permission. This is a great way to recognise your super fans among the customers. Responding to the feedback is a must: otherwise, unresponded feedback might disincentivize future feedback.

Offer incentives: Well, sometimes even if you have great service, an offer can escalate the process of collecting testimonials. Offering personalized discounts or gifts can help collect testimonials. 

Ways you can choose the best testimonials: 

1. Spot the real ones: 48% of consumers feel positive about the reviews that have names. That implies, your testimonials should not be fake and fancy. Rather a simple and original one can do the job nicely. Also, if people find fake ones, your reputation will be hurt. Always find out the real ones written by real people. Double-check the stories.
2. Diversify: Your customers come from different backgrounds. So, when choosing testimonials, try to include every different perspective. It ensures inclusivity as well as you don’t miss out on any valuable customers.Diverse perspectives matter. 
3. Cater emotions:  The language of the testimonial matters the most. The tone is what makes the people feel connected and related to the experience stories. Make sure to choose the one that doesn’t sound robotic. Reach out to the customers if you think a little moderation is needed. 
4. Check relevancy: Without relevancy the goal of the testimonial fails. Because you need stories to show what your brand does. But if you fail to keep the stories relevant, your lack of effort is shown. Give your best effort to find the most relevant ones.

Best practices for displaying testimonials

Now, when you’re done gathering and choosing the best testimonials, you need to showcase them. Here are some suggestions for you to show them off in the best way possible:  

• Landing page is a prominent position for showcasing your testimonials. People get an idea of your credibility at the first glance at your website.

• You can also use an amazing testimonial slider to gain attention of your potential customers.

• Furthermore, using a different page for showcasing your testimonials can be a great choice. Carelon did an awesome job gathering customer stories and bringing them to life on a page. It’s also a good example of video testimonials.

Conclusion

In the game of building trust and reflecting transparency of your business, testimonials are the game changer. But the success of it lies only with the appropriate usage of it. Don’t use made up stories, give your best to satisfy the customers to fulfill the primary requirements for testimonials. 

Your focus on customer experience can bring out the best version of testimonials from your customers. Showcase them prominently and stay connected to your existing customer. That will make sure they talk about you with others. Because that’s the ultimate goal, attracting more people to your business. 

Tell us about your stories with our company if you have any, in the comments below.