Online marketers who are endlessly yearning to improve their click-through rates are now focusing on reviews and testimonials.
Customer testimonials are known for being an effective way to increase your website conversions. For the purpose of the study, all items were categorized as high or low price points so that the conversion rate between the two categories could be compared. B2B marketers often invest a lot of resources in curating case studies. In a study conducted by Trust Radius , survey respondents characterized customer reviews as being more authentic and unbiased than case studies.
They also said they were easier to consume, more personal, and more reflective of the real-world experience. Client testimonials were described as impacting multiple stages of the buying process and as being useful for comparing products, relaying pros and cons, and validating information from the seller.
As we explored in the first point, user-generated content, like testimonials, is trusted far more than analyst reports or vendor-generated content like case studies. Client testimonials can have a serious impact on your SEO.
Testimonials are user-generated content that are full of long-tail keywords relevant to your business. This wealth of keyword-rich content does wonders in boosting your ranking on search engines. According to Search Engine Watch, online reviews are estimated to account for 9. But how can you know what an authentic testimonial looks like?
The process that Laura presided over helped transform our marketing from a series of haphazard tactics to a unified, recurring plan. At the beginning I was regularly frustrated with Laura and their process. I wanted to learn and execute some new tactics. Laura was patient when I was overwhelmed, yet the taskmaster that I needed to keep me on track. She helped me with insight into our practice, especially what makes us unique.
For us, this process went beyond marketing to fundamentally altering many of our offerings. We have a clearer vision of who we are and what we offer. We have a holistic marketing plan and a calendar full of activities that build on each other. The second and third paragraph give you a clear picture of what it was like for him while we worked together. One easy way to collect testimonials is to include a link on your site with a form that allows your customers to give you their vote of confidence: "Tell us how this product changed your life!
A more effective method is to create an autoresponder that contacts your buyers after they've purchased your product to ask how they're enjoying the product, as well as giving them a chance to offer feedback on their experience with your business. And, of course, anytime you receive a great letter or e-mail from a customer, ask them if you can use their comments on your website to recommend your product to others. If they were happy enough to let you know, they're bound to want to spread the word.
If you haven't yet begun selling your product and have no feedback yet, offer your product or service for free to a select group of customers in exchange for their thoughts on the product or some details on their experience with your site. The impact that testimonial will have on your bottom line will be well worth the initial expense. Strategies For Using Your Testimonials Effectively Once you've got some testimonials to share with your visitors, you need to make sure you're putting them to the best possible use on your site.
Always make sure that you:. Final Thoughts If you're not using testimonials on your website, you're missing out on one of the most powerful, easy-to-use and cheap marketing tools available to you. Most of us would rather act on a referral from a friend than make a purchase based on a sales pitch alone. We want to know that the product actually works before we take the leap to buy, and we're bound to put more trust in someone who has already used the product successfully than the person trying to convince us to buy it.
Using glowing, fact-filled testimonials on your website will let your visitors know that you're worthy of their trust. Derek Gehl is the CEO of the Internet Marketing Center , an internet marketing firm that has helped thousands of people learn to start and run their own online businesses.
IMC hosts a new Search Marketing Lab Forum , where members have their strategy questions answered by search marketing specialists. David Walter. Asking people to write reviews on social media sites is a good move to. The best way to do this is to send them an email with a link to the sites, and specific pages, where you want them to comment. Make it as easy as possible for people to write the review, something often overlooked. Some people prefer to give their customers a short testimonial brief to make it easier.
This is a good idea as many people have no idea what to say when it comes to writing a testimonial, so a simple sheet with some suggestions - like tell us what you like most about dealing with us, what would make you come back again, what did you expect before you used us and what is one word that you would use to sum up the experience of working with us? Keep testimonials short and sharp. It is OK to have an occasional longer one, but don't make your testimonials war and peace, who has the time?
I find that it is important to collect testimonials from people who really are my target markets. For example, when it comes to my books, I want testimonials from small business owners who can share their own experiences with my books and the advice that I have given them. This encourages other like minded small business owners to buy my books. To make this work, you really need to know whom your ideal customers are. A lot of businesses aren't that clear on this point and they really should be.
If you are trying to build your business on testimonials that are 10 years old, it's time to get some new ones.
Consumers look long and hard at our testimonials to see not just who is giving them but also when they are giving them.
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