It is common knowledge that any marketer knows how to amplify their strengths. It is very easy for any marketer to brag about how great a product or a service they are selling really is. But, in the digital age, where you can get reviews on almost anything, what really drives conversions is testimonials.
There are things that every marketer has to be good at. Some of these things are – writing compelling copy, shooting enticing photos. But these are not good enough if the testimonials do not say positive things. Testimonials have a deep impact on consumer psychology. The basic idea is that if one person notices that the service or product they are looking for has been used by others in the past and they are saying positive things about it, the deal is sealed.
So, it is very important to ensure that the testimonials section is just as good as the other sections of your campaign. In an age where everyone is doing everything they can to ensure they give their consumers a more wholesome experience, there is no room for error whatsoever.
Here, look at a few tips on how you could make your customer testimonials more attractive –
1. Use The Highest Quality Content
Be it photos, videos, or just graphic design to highlight customer dialogues. Ensure that it is appealing to the eyes and goes well with your brand image. Use colors that will accentuate the website as well as what the customer has written.
The first thing that comes to mind when a potential customer sees is very important for conversions. The saying “the first impression is the last impression” holds true in building an online reputation. People are quick to judge; by understanding this, you have the power to mold their judgment the way you want.
2. Make Your Customers Look Good
A good testimonial goes a long way for the company, but what does the customer get in return? Nothing really, right? Well, the least you could do is amplify them, or give them a shoutout on your social media page. People like to see that a brand has recognized them, and this could even be free marketing for the company!
If you are amplifying the customers, there are very high chances that they will tell their friends about it! This increases your chance of getting new customers! If nothing, you still get website page visits from them! This is still great. Talk about looking on the brighter side of things! When potential customers visit your site, they see that your customers are happy, and you have treated them well! This ticks positive boxes in for you, and the chance of conversions goes through the roof.
3. Filtered Testimonials
Give your website visitors the chance to filter customer testimonials by industry, use, and any other parameter that might classify your customer base into different categories. This greatly helps customers find out if your product or service is good for the use they are looking to get out of it or not.
Let us say, for example, you have a video editing app or website that will let customers edit their videos with a range of cutting edge tools. Maybe your tools are good for a certain type of video for a certain type of industry. Since making videos is generic, and virtually any industry can get used out of such an app, it is necessary to show people how it could help THEM in their industry. This will differentiate your page from the cluster of competition and thus get you more conversions.
4. Give Out Free Stuff
People love to get free stuff. No matter how rich they are or what the free stuff really is. Find a niche that is giving you a great response and give away usable tools that will urge more and more people to check out your portfolio of products and services. Free giveaways are the best clickbait techniques out there. The word free itself is an eyecatcher. When people see free anywhere, the least they do is give the content a read or a look through.
You just need to judge what the customer has written on the testimonial and place appropriate links. For example, let us assume that your product/service is a video editing app. You could give away something useful. People usually search for what is the best free video editor for free or something that they will be able to use off the bat like a free youtube to mp3 converter tool or a free slideshow maker with music. You could capitalize on these searches and give it to them! Since it is free, people do not really mind checking it out, and once they have developed a certain level of comfort, they will start buying your paid products/services!
5. Do Not Use It As A Way To Get Emails
Ensure that the submission process is extremely easy and straightforward. Refrain from using the testimonial submissions as a way to garner emails to increase your email list. Granted, it is a great way to increase your email list, but it eventually does more harm than good.
The first problem with it is, people are realizing privacy norms and will immediately sniff out that you are trying to get their emails. Second, the emails you do get might not really lead to future conversions just because these are probably the customers that do not really care about an emailer. What this does is, it confuses the marketing team. The email list is increasing, but the conversions are not increasing at the same pace, why is that? Well, you know the answer.
6. Make It Easy To Submit And Very Visible
The biggest deal-breaker for testimonials is a complicated submissions page. Firstly, when a customer is posting a testimonial, they think they are doing a favor for the company. On top of that, if it is very complicated to submit a testimonial, you will lose out on the testimonial altogether. Not to mention the fact that the customer will never come back to post another testimonial.
Secondly, ensure that the testimonials are very visible. When people post a review, they like to interact with others with the same thoughts or argue with those that do not share the same thoughts. Either way, it is good for you because it is getting your interactions on your page. Now, these benefits will all be lost if your testimonials page fails to grab the attention of the page visitor.
All in all, use these tips to your benefits. You can gain a lot of interactions just by doing simple things rightly. We hope you found value in this post!