Testimonials are one of the most powerful and dynamic marketing tools available, particularly when used correctly on your website.
It is very simple to get testimonials following your customer satisfaction survey. The customer feedback will tell you who loves your brand, so all you have to do is ask them nicely for a testimonial.
Test by putting testimonials near call to action
When it comes to testimonials, they are one of the strongest forms of content, which you can use near the call to action. An excellent testimonial will share a success story which will attract new prospects to the site.
As a part of his experiments with content, Michael Aagard from ContentVerve looked at how the placement of testimonials affected conversion rates. In one test he compared placing a testimonial above and below the call to action and found that having the testimonial above the call to action increased conversion rates by 65%.
One way to optimise the placement of your testimonials on your website is through the use of Visual Website Optimizer. The feedback loop will test the different locations and show you which position works best for you.
Customer testimonials on social media
Testimonials should not just be left on your website. Use them on social media and you’ll see an increase in traffic to your site. Again you should test, test and test again to refine your message.
Use testimonials in you mailshots
Here are some examples of customer testimonials through emails.
Often people have the tendency to follow what others do and where others go. So when your suspects and prospects read the testimonials written by others it gives them confidence in you.
Video testimonials can be many times more effective than written ones. You Tube is now the second most popular source of information in the world. Seeing and hearing someone who is genuinely delighted with your products and services is amazingly powerful. And modern HD videos are now relatively inexpensive to produce.
Recently a test conducted by Marketingexperiments showed that including video testimonials to a site increased their conversion rate by 201%.
A big NO for fake testimonials
Mrs C. from London says: “You should never, ever use fake testimonials”.
Mr S. from Chicago says: “I can always tell when they’re trying to pull the wool over my eyes”.
Miss T.-eyed from Perth says: “It is actually a big negative against the whole brand when I see stuff like this”.
Make a point of asking customers for testimonials
Plot the customer journey and establish when, in your business, your customers are going to be the most delighted. This point is often referred to as the Honeymoon period. Then instil a discipline and a procedure for asking for not just testimonials but also references and referrals.
And remember. Always thank your customers for them. It doesn’t matter if you send them flowers or a bottle of Champagne or just a nicely worded thank you letter on good quality paper – say Thank You.
Christopher Meloni is a Marketing Manager at Dealslands.co.uk – a fast growing Online Coupon Company. Apart from his profession, he has a passion for the E-commerce Industry and it’s Branding and likes to explore new and innovative methods of marketing within his field. You can connect with Christopher on Twitter.