What is the typical format and length difference between a testimonial & a review?
Reviews are often concise and informal in nature. Most give a glimpse into a customer’s experience, highlighting certain aspects of the product or service, and often include a star rating. A testimonial tends to be much longer and far more detailed. A narrative about the customer is presented, highlighting potential changes associated with the product or service. Testimonials include personal stories that can affect audience emotions and potentially influence connections with prospective customers.
Where are testimonials and reviews commonly found?
Reviews can be found on numerous third-party sites such as Google, Yelp, Trustpilot, and even Amazon. They may also appear on a company’s website. Meanwhile, businesses actively manage and promote testimonials on their websites, social media accounts, and advertisements.
Who typically provides a testimonial versus a review?
Reviews, whether good or bad, come spontaneously from customers. In contrast, a company usually requests testimonials from satisfied customers recalling his or her experience with the product or service.
How do testimonials and reviews impact consumer trust and purchasing decisions?
Both testimonials and reviews are highly influential when it comes to consumer trust and decision-making regarding purchases. Positive reviews and testimonials, as a form of social proof, can influence potential buyers’ perceptions of the value of a product or service. They may have an impact on trust levels, risk perception, as well as conversion and sales figures.
How can a business effectively collect both testimonials and reviews?
Identifying testimonials and reviews as different types of feedback indicating customer satisfaction, social proof, and how a business is perceived, their collection is of strategic importance. The following strategies may have an impact on the collection process:
For reviews:
- Make it easy for customers to leave reviews on relevant platforms.
- Ask for feedback through email surveys after purchase.
- Include links to review sites in communications.
- Respond to reviews, both positive and negative.
For testimonials:
- Provide testimonial questions to guide customers.
- Offer various formats, such as written statements, videos, and audio recordings.
- Feature testimonials prominently on your website and marketing materials.
Conclusion
Although both aim to influence, testimonials focus on shaping a customer’s view of a product or service while reviews capture a broader range of customer experiences. For companies, a balanced approach to collecting both types of information may influence trust and inform prospective clients.
