Customer testimonials are particularly important for online retailers. Online shoppers don’t get the opportunity to physically hold your products or get advice from an in-person sales associate. As a result, they need greater reassurance that your product will meet expectations.
To ease their uncertainty, consumers want to hear from other customers. By displaying customer testimonials on your eCommerce site, you can help online shoppers overcome any doubts they may have and guide them toward a purchase.
Check out the following seven reasons to better understand how customer testimonials can boost your sales numbers and ultimately benefit your bottom line.
1. Customers Need Social Proof
Consumers want to be assured that they are making a good decision, and they will often look to their peers or high-authority figures to ensure that they are taking the correct action. This phenomenon is known as social proof, and it is a powerful selling tool for marketers.
Customer testimonials are a highly-effective form of social proof that can convince indecisive consumers that they are making the right choice by purchasing from your online store. In fact, it’s one of the first things shoppers will look for when they visit your website.
According to a BrightLocal survey, 90 percent of consumers read up to 10 reviews before they feel that they can trust a business. If you don’t display them on your website, you are guaranteed to lose a few sales.
2. Testimonials Build Trust in Your Brand
If consumers don’t trust your brand, they aren’t going to purchase from you. To build trust into your brand, you need someone else to recommend your products.
Displaying customer testimonials on your website can do wonders for establishing trust and likability into your brand. To add a more personal touch to your testimonials, consider featuring the customer’s photo (with their permission, of course) along with their quote or story. Seeing human faces combined with customer testimonials will enhance credibility and drive more sales as a result.
3. They Can Tell a Powerful Story
Few things grab a consumer’s attention like a powerful story. Your brand story is one of the most powerful marketing tools you own. Don’t forget that your customers’ experiences are tangible extensions of that story.
To craft compelling customer testimonials, you need to ask them the right questions. Some customers will have no trouble singing your praises, but others need to be asked certain questions to encourage them to share more details.
By digging deep, you can achieve answers that not only help you tell a unique and persuasive story, but also advise on how to improve your business and further boost your sales.
4. They Help Manage Your Online Reputation
You may not have much control over Yelp or other online review sites, but you can control what you put on your own website. Customer testimonials are a way for you to promote your positive customer experiences and glowing reviews.
Every business has unique value propositions or qualities that help them stand apart from the competition. Customer testimonials are an opportunity for you to highlight those key benefits and allow you to put your best face forward.
5. Testimonials from Influential Figures Are Extremely Persuasive
Your products may be great, but few people are going to take your word for it. However, praise from an influential blogger or celebrity can easily persuade consumers to purchase your products.
For an example of this in action, take a look at Neil Patel’s consulting page on his website:
He includes big name brands he has worked with and mentions notable figures such as Timothy Sykes and Noah Robischon to establish his credibility. You can achieve the same boost in credibility by featuring influential people on your site.
6. Buying Is an Emotional Process
There are many different emotional states that a consumer can be in when they ultimately decide to make a purchase. Customer testimonials can be used to make a personal connection to consumers by being relatable and convincing.
After all, consumers don’t want to hear from a faceless brand. Instead, they will be far more convinced by unbiased customers who can take away some of their apprehensions when it comes to purchasing from your online store.
7. Testimonials Highlight Your Expertise
The best testimonials will mention specifics about your industry expertise or how knowledgeable you are in your niche. Rather than boast about yourself, customer testimonials will establish your credibility for you.
Consumers want to buy from businesses that are an established authority in their industry. When they read positive testimonials, it can reassure them that they made a solid choice in doing business with you.