If you are like many online shoppers, when you contemplate purchasing an item from a retailer's website, you look for that link that says "customer reviews". A recent industry study by AMP Agency found that 72% of survey respondents reported that they rely on general consumer reviews when it comes to seeking information on product performance. By clicking the link and reading the reviews, you know you are getting buyers' honest experiences with that product. If the reviews are positive, you have more confidence hitting the "buy" button. A customertestimonial in your marketing materials can have this same end result for your business. Use testimonials the right way and have more prospects buy your product or service.
The first step to using testimonials effectively is to get high quality reviews from your customers. A good testimonial is not simply, "Your services are wonderful!" While comments like this help you know you are doing well, they fail to tell readers why they need your service. When choosing a testimonial to use in your materials, make sure the benefits you offer are clear.
Once you have a couple of good testimonials, you should consider incorporating them into any marketing materials you provide to current and prospective customers. These placements should include your website, newsletter, brochure, flyer or direct mail piece. To successfully utilize reviews on your website, consider a web page dedicated to testimonials with a link to it from your home page as well as a sprinkling of testimonials on additional pages of your site. If you specialize in multiple services or products, be sure to include reviews specifically for each one. In addition to the traditional written testimonial on your website, consider including an audio or video testimonial as well.
If you send an e-newsletter or newsletter, include a customer testimonial in each issue. If your newsletter is electronic, make sure you provide a link back to your testimonial web page so customers can see more of your client endorsements. Testimonials are excellent for your printed materials as well.
Each testimonial you publicize acts as an endorsement of your business from someone other than you. These customer reviews make prospects feel more confident in their decision to buy your product or service because they know others have had success with your company. Once these prospects have the same great experience, make sure you get a high-quality testimonial from them as well!