Customer testimonials can be a key factor in promoting new business or attracting new customers. They present an honest, unbiased voice about your product and company, which allows potential customers to establish an air of trust. According to research firm Gartner, a potential customer is 2.5 times more likely to purchase your product or contact your company when you can articulate your message with a reference or story from a happy customer.
When creating and providing customer testimonials on your website, there are a few considerations to keep in mind:
- Have testimonials that provide the user with specific product details that explain how the product satisfied a need, rather than a general positive recommendation. If you can isolate a specific set of needs and can address them each individually through testimonials, you can better present an understanding of your client base.
- Placement of the testimonials: Wakefly recommends creating a testimonials widget within the third or right hand column of a page. This way, you are allowing for the testimonial to be ever present in the eyes of the consumer, while not obstructing the main content of the page. This testimonial can either be static content or it can be built so that it changes when you refresh the page. Whatever you decide to do, this widget should also lead the user to a full page, which displays all of your current testimonials, giving them the opportunity to explore and understand your product better.
- In addition to sharing your current testimonials, we also recommend creating a short form in the same area, which will allow website users to send in their own thoughts about your product. Similar to the testimonials, this will create an open and honest dialog between you and your customers and aid you in assessing great feedback. Like the testimonials widget, this form should be accessible through a button within the right column area, making it simple for customers to access to form.