Ten ways to get the most out of customer testimonials

Three young women reviewing products on a laptop

A 2021 survey revealed that more than 99% of people read online reviews when making an online purchase. Simply claiming to be "the best" is no longer enough to convince people to try your products or services. Testimonials and reviews offer an independent indication that you have done a good job and can help reassure new or nervous buyers, as well as distinguishing you from your competitors. Here are ten easy steps to generate customer testimonials

  1. Ask your customers for feedback. Be organised and send out an automated email after a purchase to generate a steady stream of feedback. Alternatively, use an automated feedback service through one of the online review platforms such as Trustpilot or approach key clients personally, explaining that you'd appreciate their comments. You could also include a postcard in with your orders asking customers to tell you what they think.
  2. Consider which type of testimonial best suits your business. You could use simple client quotes, reviews of your products or even create videos of customers praising your services and share them on social media. Many businesses now embed review widgets on their websites so that site users can quickly and easily see what people are saying about your business or specific products or services.
  3. Make sure the testimonials are relevant to your target audience and likely to be persuasive; ensure they focus on the product features and aspects of your service that are likely to have the greatest appeal.
  4. If you want to use customer testimonials in your marketing materials, keep them short, snappy and easy to read - and for authenticity, always try to include a full name, company and job title.
  5. Be creative with your material. Consider inserting a page of satisfied client feedback in sales packs or share testimonials in a blog. You could even use a buyer's comment in an advert or put a positive quote on the back of your business card.
  6. Arrange testimonials according to category so you can address specific concerns that your customers may have. Comments that highlight your credibility as a supplier or provide feedback about swiftness of delivery, for instance, could be used on your order page.
  7. Don't just think in terms of individual names. Can you add the names or logos of respected companies that use or buy your services? If you can showcase an impressive client list, do so.
  8. Keep testimonials fresh by regularly updating them.
  9. Include a link to clients' websites alongside their comments. Listing reciprocal links and connecting on social networks also allows potential buyers to see who you do business with.
  10. Get the customer's permission first before using their remarks and make sure they are happy about their comments being made public.

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