Word of mouth and testimonials are great ways to build trust, which then leads to more sales.
Ninety percent of online consumers trust recommendations from people they know; 70 percent trust unknown users, 27 percent trust experts, 14 percent trust advertising, 8 percent trust celebrities (Econsultancy, July 2009, Erik Qualman, Socialnomics).
How to write a testimonial?
You aren’t new to business and already know that one of the most important aspects of sales is putting yourself in the customer’s shoes. A testimonial needs to clearly include information that relates to your customers.
Clearly state who the customer is and what problem was solved. Mandy from NC that loves your product isn’t going to relate with your leads, it’s too generic. The testimonial should display a title that someone can relate to, or company.
Here is a great testimonial sample at http://www.freshbooks.com/:
Melissa clearly states the problem that was solved, and she is more than just a name and a location. She is a real person who is the director of a real company.
Such a testimonial builds trust in you, your business, and your product or service.
Where do I display testimonials?
Simply adding a page and link in the navigation to your testimonials isn’t enough. Doing this helps customers make decisions. Why make them dig for information?
Here are some great ways to display testimonials:
Main focus above the fold
Focus below the fold
Splashed all over
Out of the ordinary
Evernote boldly showcases their testimonials, without words.
Death to the Stock Photo uses Twitter handles with their testimonials, rather than name and title.
Pardot showcases their testimonials beautifully in traditional, tweet, and video form.
I hope these testimonial samples have given you some inspiration and a bit of a boost to get them on your site. If you don’t have any testimonials now, you need to begin collecting them as soon as possible.
How do I get testimonials?
KISSmetrics details 7 Creative Ways to Get Customer Testimonials here.