5 Ways to Use Testimonials to Move Your Startup Forward

Client testimonials are sought out by modern shoppers–which is why you need to showcase them.

CREDIT: Getty Images

According to a 2014 study by SEO agency BrightLocal, 92 percent of consumers indicate they read reviews and testimonials when debating a purchase. It’s not surprising, then, that more and more businesses are finally realizing the importance of putting this form of social proof to work.

What’s more: According to the same study, 72 percent of customers say that positive testimonials make them trust a business more–and 88 percent of shoppers trust testimonials as much as personal recommendations.

So where can you place these assets to convince your customers to buy? Here are five key locations you can integrate testimonials to drive sales and boost customer confidence:

1. Email

Working testimonials into personalized, value-driven emails can be part of a larger narrative strategy. Instead of singing your own praises and touting the features and benefits of your offering, this allows someone else to do that for you–and it feels more genuine.

Let your happy customers speak to other potential customers and use their voices to tell the story of why what you’re selling is worth buying.

2. Social media

Sharing user-generated content like testimonials across social platforms opens the door to countless trust-building opportunities with large audiences of engaged users. Pair this helpful copy with high-quality images, and you can create powerful sales assets (like Facebook ads) that drive new visitors to your site.

3. On your website

E-commerce data shows that adding testimonials to your website (namely your home page and product pages) can generate as much as 62 percent more revenue per site visitor.

Incorporating testimonials in places where customers are debating a purchase is one way to nudge them a little bit closer to following through and completing their order. Not only do they boost purchase confidence, but they add a much-needed human element in what can be an isolated environment.

4. Video

Testimonial videos take social proof a step further by putting a real name and face to the words. Showcasing the feedback from individuals who’ve purchased with you in video format is a fast, easy way to communicate value and to help shoppers see other happy customers who are satisfied with their purchases.

5. Case Studies

If you feature case studies in print or online marketing materials, they need to include testimonials. Numbers and stats presented in a problem-solution format are powerful on their own, but adding the punch of testimonials adds depth and perspective that can’t be attained any other way.

If you’re not using testimonials in all five of these locations already, now is the time to fix that. Let your satisfied customers help you win more sales and build brand loyalty.