Before coming to us, some of our customers failed to understand the importance of testimonials and reviews for their business. Most businesses have problems collecting testimonials efficiently or don’t know what to do with them when collected. Absolutely no one told us they measured the use of testimonials and their value to business.
For these reasons I decided to write a testimonial guide and share some valuable tips and expertise in the field. The first part explains some of the benefits of testimonials and will show you why you should get testimonials now.
1. Here’s why you are losing sales on your website
In today’s fast moving commercial world, technology is shaping the way business is done. Business to business (B2B) customers’ behaviour has been changing dramatically over the last few years since buyers find new ways to gather information online and via social media.
Up to 90% of business buyers will not interact with you until they are ready to make a purchase.
This means that your website has to be able to persuade buyers to make such a purchase.
Consumer purchasing behavior has changed as well as they have access to more information than ever before.
Consequently, some orthodox marketing techniques have been replaced with content and social media marketing to reflect the new needs of consumers.
However, some basic principles remain:
- Consumers buy product or service that they trust
- Business is based on real human relationship
- Third-party proof helps consumers trust businesses
The question then, is whether your website helps prospects trust your product or service.
Are you 100% sure that visitors to your website trust you so much as to give you their money?
2. Are you collecting enough testimonials?
Testimonials and word-of-mouth are the driving force behind 20-50% of all the purchasing decisions and yet only about 1/3 of businesses are actively seeking and collecting customer reviews on an on-going basis.
Even businesses that do get testimonials and reviews often make other mistakes.
They poorly display testimonials on websites or fail to make testimonials trusted.
These mistakes lead to lost sales on your website. Prospects who can’t instantly find testimonials on your website or who are reluctant to believe they are real will have a doubt. They will be more reluctant to make decisions. Even more so, prospects who find reasons not to trust your website are very unlikely to look at your product or service again.
However, there is an effective way to solve this. In fact, marketing professionals agree it is the most effective way.
I’m talking about online consumer reviews and testimonials. Here is why you should get testimonials now.
3. Testimonials will help you convert more prospects into customers
Your business website generates organic and (probably) paid traffic. Some businesses pay $10+ for a click. Your goal is to make consumer confident to make a decision now and testimonials are one of the most effective ways to make that happen.
Indeed, online consumer reviews are the second most trusted form of advertisement.
They come only behind recommendations from friends and family, according to Nielsen report on global trust in advertising.
There is also a general consensus that reviews and testimonials are the most effective form of content marketing.
This means that testimonials are one of the best ways to turn the visitors on your website into paying customers. When you get testimonials, your business gets more customers per marketing dollar, and grows faster.
4. Use testimonials for powerful word-of-mouth online
Word-of-mouth generates business. It’s an awesome process when happy customers promote you to their friends and family.
However, the traditional word-of-mouth marketing can be even more powerful when people share their testimonials online.
Happy customers can be turned into trusted promoters of your business by guiding them through the process of writing a review or testimonial. This process reinforces good experiences with your business and makes people remember you more. It helps for up selling and improving retention rates.
Moreover, both testimonial writers and businesses can share their testimonials via social media to generate more leads and raise awareness of your brand.
Since people trust their friends and connections more than strangers or greedy businesses, such testimonials are a very powerful marketing technique and have generated our clients hundreds of quality leads. We know this because we count it.
5. Get testimonials and build stronger team
Getting feedback from customers helps you learn what they like and/or hate, and improve your services accordingly. Bianca from Magicdust told how awesome it is to email around the office the cool feedback that company gets from their valuable clients. Some partners at corporate law firms we used to work for did that on a regular basis.
It is rewarding to see that your efforts can make a change in your customers’ lives and to hear it directly from them. This results in higher satisfaction among your team and improves your team retention rates.
Moreover, getting and displaying testimonials on your website has indirect benefits as well.
One is that it will give you a competitive advantage when hiring new talents. Happy customers and satisfied employees can outweigh higher salary or tip the balance to your side when a talent is choosing between two equally great employers.
6. Testimonials will make your sales jump
That is a slogan that our co-founder Sam used at the largest technology conference in Australia’s history CeBIT 2013 while rocking around in a kangaroo onesie.
However, it wasn’t just a slogan. Testimonials have proved to improve sales in numerous researches and surveys and we wrote about this before.
Social proof makes people more comfortable when making purchasing decisions online.
For instance, what vendor will you feel more comfortable buying from, the one with thousands of reviews (majority with positive ratings) or the one with only a few?
In fact, a hefty 90% of consumers agree that their buying decisions were influenced by online consumer reviews and testimonials.
This is true not only in relation to products, but also services. Parents choosing an education provider will feel more comfortable approaching company that has success stories from real people to share.
So what next?
Now that you know why you should get testimonials now, you have to consider the best ways to do it. Negligently chosen strategy or its absence may lead to
- annoyed clients
- poor response rates when you ask for testimonials
- testimonials with poor content that do more harm than benefit to your business.
That is why I will share with you the best practices and tips on how to get testimonials in my next article.
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Why and how do you get testimonials?