Use Testimonials To Build Site Visitors' Trust

September 7, 2017
Written By Dr. Ryan Lowe

Let's talk about trust for a moment. It's perhaps one of the most important elements of engaging customers and inspiring a purchase. This makes sense because trust is earned, not bought or given. So how does a brand earn it? And more importantly, how do you use your consumers' trust in you and your products to enhance sales? One of the key ways to do so is with website testimonials.

What is a Testimonial?

Briefly, a testimonial is a statement that testifies to a person or a company's character or quality. Testimonials should always be positive. They can also be product reviews, but with one caveat - a review can be negative.

What Makes a Good Testimonial?

An honest testimonial by someone whom other potential consumers can relate to is key in effective website testimonials. Testimonials operate on the basis of a psychological concept called 'social proof.' This means that when others read about the experience of one of their peers, they are inspired to copy that behavior. In the case of products or services, that means purchasing the product, downloading the app, or requesting information. Specificity is also the mark of a good website testimonial. While five star reviews look great, if they lack details about what exactly makes the product amazing, they're sort of an empty endorsement.

How Can You Up Your Testimonial Game?

If you've already seen the power of testimonials on your site, then chances are you're looking for a way to make them even more effective. One way is to be sure they have a prominent place on your site. Don't make them hard to find. Perhaps include a side bar that features a few website testimonials every day or directly under the products they are touting. Additionally, make sure you're getting testimonials by reminding people to submit them. Make it easy for site visitors to submit a testimonial so that you have a variety to feature on your site.

If you're looking for more guidance on how to incorporate testimonials into your site, please contact us today. Energyhill is dedicated to making a positive impact in the digital world, and we're committed to helping our customers build consumer trust and reach their goals.

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