How to use Customer Testimonials to improve Business

May 28, 2021

Business websites generally have a lot of things to say about their brand, products and/or services. These are displayed on the website in a manner that endorses the brand – it is essentially marketing the brand. Sometimes this isn’t enough for a new customer to take a leap of faith in your product/service and to pay for it, without knowing much about it.

This is where customer testimonials come in. Customers who have used your product/service give their unbiased opinion on it – this is known as “testimonial”, and this will help business owners find out how their product or service is functioning, and whether it is working as they intended it to. If a website claims that their product/service solves a problem or fulfils some necessity, customer testimonials and reviews can only tell them how far it is able to do its job.

So -When you say it, it’s marketing, but when your customer says it, it’s Social Proof. They are more believable because unlike business website content creators or sales representatives, who are paid to say good things about your brand, customers will say things about your brand as they have actually experienced it – and whatever they say is trusted more by potential customers or people who are coming across your brand for the first time. And potentialcustomers don’t even have to know any of thepeople writing the testimonials, to trust what they are saying.

The testimonials provided by your customers can bea highly influential marketing attribute. Many studies and surveys on this subject have been conducted and their reports say that testimonials carry a lot of weight, in the form of “Word of Mouth” marketing. From one such survey, it was reported that above 80% of customers said that when it comes to big or crucial purchases especially, they almost always trust the recommendations of friends and family and about 65% customers said that they take decisions based on analysis of the opinions posted online.

While the negative testimonials help you understand where and how improvements can be made, the positive ones that speak highly of your products or services can help you gain more trust with new customers and can be usedeffectively on your website to achieve business goals. And, you could also diminish the effect of negative testimonials by posting replies under them, softly addressing the issues they have pointed out. These can give the readers a feeling that the customers and their concerns are cared for, putting your downsides in a more positive light.

So, in order to increase the supporting information and encourage conversations about your products/services on your website (or even otherwise), it is important to work on getting those customer testimonials for your website/online store first. For this you need to create the strategy, as to how you can collect testimonials from clients. You could conduct surveys, add feedback forms on your site for customers to fill, give options to leave feedback.

However, there are also paid testimonials services – that help add bulk positive reviews with fake profile names etc but these don’t usually serve the purpose. Even if you cheat and somehow get fake positive testimonials posted about the brand, when truth is contradicting, intuitive people will generally be able to see through them and could even warn others not to purchase the item. So, you need to steer clear of such methods and focus on solving customers’ issues virtuously and ethically.

So then obviously, you will get the majority of positive feedback only if your product or service lives up to customers’ expectations, or has the capacity to. And these feedback statements also help you, the business owner/manager, know customer expectations, along with their level of satisfaction. This will allow you to keep working towards making customers happy and increasing your positive feedbacks and of course, your sales.