How do testimonials help with sales?
Table of Contents
Testimonials can impact sales in several ways, including:
- Social proof
- Credibility
- Real-world evidence
Let’s now look at each of these.
Social proof
You build a business by providing value, and testimonials are proof that you do what you say; in the same way, negative reviews can lose lots of sales. Consider getting online testimonials from well-known people and big companies once you start getting these customers.
Credibility
While business is always difficult, it does become easier once you’ve delivered results. Some people can be skeptical about your business, especially if they’ve never heard of you before – but online testimonials build credibility.
Real-world evidence
We see so many ads each day that people are now desensitized to many (or skeptical of them), but online testimonials can build trust with prospective customers. Trying your products and services feels less risky if others already have, but not having real-world evidence will always lead to skepticism.
Can testimonials help my Website’s SEO?
Yes! Online testimonials can have an impact on SEO. Testimonials get viewed by search engines as content related to your brand, in the same way that blog and social media posts would. Clicks and engagement are two SEO components, and testimonials sometimes influence these.
Testimonials also sometimes feature on aggregator websites, such as TrustPilot. Reputable sites often rank higher in Google; you might benefit from featuring on these sites, but you shouldn’t focus your entire strategy on this as it isn’t reliable.
How can you spot a fake online review?
Fake online reviews are often easy to identify online. They often have the following:
- Generic language
- Excessive praise
- Similar wording to other reviews
- Limited detail
Let’s now discuss each of these.
Generic language
Many fake reviews use generic language that you’d expect to see elsewhere, such as “everything’s great!” (though this isn’t always a fake review). Sometimes, you’ll also see five stars added without any further context; these aren’t always fake, but you should still do your research.
Excessive praise
Another common sign of fake reviews is excessive praise. Positives are often exaggerated, and you’ll often feel like the person isn’t being genuine – again, some people are genuinely really happy with their experience, so use context.
Similar wording
Many fake reviews often use similar wording, and it sometimes feels like a PR person drafted them (e.g. “amazing product” or “wonderful experience”). Even if actual reviews may feel similar, you’ll often notice some difference in the language used.
Limited detail
Genuine users will often leave short and concise reviews, but little detail can be a sign of a fake review (e.g. “good”). If a review seems vague and doesn’t provide further context, it’s a good idea to look at other sources.
Are there different types of testimonials?
Surely! Different testimonial types include short quotes, case studies, and social media posts. Peer reviews are also a form of testimonial.
Short quotes
Short quotes are often between one and three sentences long, and they appear on web pages. These might have been asked for directly, but short quotes are also on Google Reviews and other websites.
Case studies
Case studies are often either articles or downloadable PDFs, and they normally cover campaigns. Companies often collect case studies over longer periods and discuss the problems that a customer was dealing with before signing up. You often see case studies in B2B industries.
Social media posts
Customers will talk about their experiences with different businesses on social media. Companies will sometimes find these in replies to their posts, and using keywords in the search bar also shows what people are saying.
Peer reviews
Peer reviews are a rarer form of testimonial that often involves blog posts or videos. Companies sometimes request these, but others are unsolicited. Reviewers discuss the pros and cons, along with details, like pricing and features. Peer reviews should involve the reviewer trying out the product or service; always verify this.
Conclusion
People trust online testimonials, but only if they’re genuine. Use testimonials strategically and identify spot fake reviews to build credibility. Choose different testimonials and put them in various places to use them more effectively, but never write false testimonials.
You should also remember that there are different types of testimonials, and each one serves varying purposes.
