{"id":282722,"date":"2023-08-09T17:07:43","date_gmt":"2023-08-09T16:07:43","guid":{"rendered":"https:\/\/wyzowl.com\/?p=282722"},"modified":"2026-02-19T12:42:54","modified_gmt":"2026-02-19T12:42:54","slug":"why-testimonials-are-important","status":"publish","type":"post","link":"https:\/\/wyzowl.com\/why-testimonials-are-important\/","title":{"rendered":"Why Testimonials Are so Important For Your Brand (+ How to Use Them)"},"content":{"rendered":"
<\/div>\n

Who do you think is a more credible ambassador for your business, you or a satisfied customer? While you clearly know your stuff, that matters little to consumers \u2013 they want proof<\/em> that you\u2019re the real deal. So the importance of testimonials cannot be overstated. And video testimonials<\/a> are king when it comes to conveying that all important authentic message.<\/p>\n\n\n

\n <\/i>Statistic\n<\/div>\n
\n Nine out of 10 people trust what a customer says about a business more than what that business says about itself<\/strong>. \n
\n Source: <\/strong>Wyzowl Testimonial Statistics<\/a>\n <\/div>\n<\/div><\/div>\n\n
\n <\/i>Statistic\n<\/div>\n
\n As a result, customers are likely to spend 31% more with a business that has good customer testimonials<\/strong>.\n
\n Source: <\/strong>Invesp<\/a>\n <\/div>\n<\/div><\/div>\n\n\n

That\u2019s a gold mine waiting to be tapped.<\/p>\n\n\n\n

Read on to find out why testimonials are important and how to use them in your marketing.<\/p>\n\n\n\n

<\/span>The importance of testimonials<\/span><\/h2>\n\n\n\n

Testimonials are the rubber stamp of approval that many modern customers need to seal the deal. In a world of fake news and \u201cinfluencer\u201d mistrust, consumers have grown weary of sensationalised sales claims. Which is exactly why testimonials are important \u2013 to customers and marketers alike \u2013 for building relationships.<\/p>\n\n\n

\n Not yet sold on the importance of testimonials? Let us convince you with our top reasons for making testimonials a major part of your marketing strategy.\n<\/div><\/div>\n\n\n

Testimonials build trust and credibility<\/h3>\n\n\n\n

Reputation is everything in business. Which company are you more likely to go for, the one with no reviews or the one with hundreds of positive reviews? <\/p>\n\n\n\n

Bingo<\/em>. <\/p>\n\n\n\n

And therein lies the importance of testimonials for enlisting your most enthusiastic brand advocates to deliver some reputational flex on your behalf.<\/p>\n\n\n

\n <\/i>Statistic\n<\/div>\n
\n 72% of consumers say positive reviews and testimonials make them trust a business more<\/strong> and 88% of consumers trust online reviews as much as personal recommendations<\/strong>. \n
\n Source: <\/strong>BigCommerce<\/a>\n <\/div>\n<\/div><\/div>\n\n\n

That\u2019s a huge amount of credibility you can leverage with some well-executed testimonials<\/a> from genuine customers.<\/p>\n\n\n\n

Testimonials provide social proof<\/h3>\n\n\n\n

Have you ever bought a product because a celebrity endorsed it? Or eaten at a restaurant because your friends and family swear by it<\/em>? Perhaps you\u2019ve joined a queue just to find out what all the fuss is about (we\u2019ve all been there)? That\u2019s social proof. It\u2019s a simple case of \u201cif it\u2019s alright for them, it\u2019s alright for me.\u201d<\/p>\n\n\n\n

Used correctly this can be a very effective sales ploy. <\/p>\n\n\n

\n <\/i>Statistic\n<\/div>\n
\n In fact, a staggering 95% of people say that reviews \u2013 whether positive or negative \u2013 influence their purchasing decisions<\/strong>. \n
\n Source: <\/strong>Wyzowl Testimonial Statistics<\/a>\n <\/div>\n<\/div><\/div>\n\n\n

Because a great testimonial taps into our herd mentality and persuades us that we do need<\/em> that product or service after all because everyone else can\u2019t be wrong, right?<\/p>\n\n\n\n

Testimonials show how a brand\u2019s problems\/pain points can be solved<\/h3>\n\n\n\n

A brilliant testimonial can illustrate how you were able to solve a recurring challenge for your customers. Better still, it can do it with way more immediacy than a brochure or press release would. Especially if you go down the route of a video testimonial.<\/p>\n\n\n

\n <\/i>Statistic\n<\/div>\n
\n 44% of people say they\u2019d prefer to learn about a product or service by watching a short video<\/strong> compared to just 13% for text-based articles<\/strong>. \n
\n Source: <\/strong>Video Marketing Statistics<\/a>\n <\/div>\n<\/div><\/div>\n\n\n

By combining the power of video demonstrations with testimonials from genuine users, you\u2019re ticking all the right boxes for customer engagement<\/a>.<\/p>\n\n\n\n

Testimonials humanise your brand<\/h3>\n\n\n\n

We all love a good story. Our curiosity and empathy towards other human beings is ingrained in our psyches. Which is another reason why testimonials are so effective. They provide a human interest angle that enables customers to relate to, connect with, and better understand the products and services before them.<\/p>\n\n\n\n

Big brands spend millions on glossy advertising campaigns to reveal the human side of their business. You can achieve the same outcome at a fraction of the cost by sourcing great testimonials. It\u2019s well worth the effort when you consider only 34% of B2B buyers<\/a> are willing to consider vendor-related content as trustworthy<\/strong>. <\/p>\n\n\n\n

Testimonials increase conversions<\/h3>\n\n\n
\n <\/i>Statistic\n<\/div>\n
\n Customers who interact with a review are 58% more likely to convert<\/strong> and 50 or more reviews can generate a 4.6% increase in conversion rates<\/strong>. \n
\n Source: <\/strong>BigCommerce<\/a>\n <\/div>\n<\/div><\/div>\n\n\n

Wouldn\u2019t you like to grab a slice of that action? It just goes to show that the more positive testimonials you can get from your customers, the more likely it is you\u2019ll convert more.<\/p>\n\n\n\n

It\u2019s easier than you think to get those testimonials too. <\/p>\n\n\n

\n <\/i>Statistic\n<\/div>\n
\n 80% of reviews originate from follow-up emails<\/strong> and that 68% of consumers have left a review for a local business after being asked<\/strong>. \n
\n Source: <\/strong>G2<\/a>\n <\/div>\n<\/div><\/div>\n\n\n

So you\u2019re much better off being proactive with a follow-up request for a review than leaving it to chance.<\/p>\n\n\n\n

Yes, it\u2019s going to take some legwork, but just think of those conversions.<\/p>\n\n\n\n

<\/span>How to use testimonials<\/span><\/h2>\n\n\n\n

Now you know why<\/em> testimonials are important, here are our tips on how<\/em> to use them effectively.<\/p>\n\n\n\n

On your website homepage <\/h3>\n\n\n\n

The first impression many new customers have of your business is your homepage. It\u2019s the digital equivalent of a shop window, so dress it up with an enticing display! This is no time for modesty; make your glowing testimonials nice and prominent, so visitors can see what a great job you do. <\/p>\n\n\n\n

You only have a very limited amount of time to keep a website visitor\u2019s attention (15 seconds to be exact<\/a>). So make it count. Some glowing testimonials can work wonders. If you\u2019re going to display customer reviews, it helps to have verifiable details \u2013 like full name, location, photo and links to their original review \u2013 to maximise credibility.<\/p>\n\n\n

\n <\/i>Our Insight\n<\/div>\n
\n If you\u2019re a B2B company, it\u2019s worth adding quotes and logos from some of your more impressive clients. You could even include these in a slider\/carousel banner at the top of your homepage for maximum visibility and impact. That way visitors don\u2019t have to scroll too far to find your testimonials.\n<\/div><\/div>\n\n\n

If your company has been gaining decent press reviews, you might also consider featuring snippets from these testimonials on your homepage. Subscription shaving service Harry\u2019s<\/a> add some serious clout to their typically no-fuss homepage with testimonials from big-hitting media outlets, like GQ<\/em> and The Telegraph<\/em>. <\/p>\n\n\n\n

\"harrys\"<\/figure>\n\n\n\n

Harry\u2019s have positioned their testimonials at the foot of their homepage, which is a pretty standard technique. It\u2019s tantamount to a final gentle nudge once the customer has found out what they\u2019re all about. <\/p>\n\n\n\n

\"harrys<\/figure>\n\n\n\n

On a product or service page<\/h3>\n\n\n\n

Of course, the next touch points in the customer journey are likely to be your product or service pages. While they\u2019re checking out the goods, it\u2019s a great idea to reinforce just how thoroughly brilliant you are at what you do with a well-placed testimonial here as well. <\/p>\n\n\n\n

Here\u2019s a shameless plug within a plug if ever you saw one (!), because we actually do this at Wyzowl. All of our product pages feature a pull-out quote from some of our happy customers to demonstrate the worth of our services. It\u2019s a neat trick to subtly reassure your customers that you\u2019re legit.<\/p>\n\n\n\n

\"wyzowl<\/figure>\n\n\n\n

There\u2019s a certain reassurance you get from a timely testimonial when browsing a business\u2019 products and services. It\u2019s a reminder that other people \u2013 real people<\/em> \u2013 have used your business and loved what you delivered. Every bit of positive reinforcement you can give will coax your customer closer to the finish line.<\/p>\n\n\n\n

On social media<\/h3>\n\n\n\n

Social media is a great place to exert some social proof. We all display a certain amount of what\u2019s known as \u201cimplicit egotism,\u201d which is our unconscious bias for people and things that remind us of ourselves. The trick is to share testimonials on your social channels that tap into the pain points of your audience.<\/p>\n\n\n\n

You can actually use social media for discovering those pain points by monitoring hashtags and topical discussion threads. LinkedIn is a great tool for gauging B2B opinions. Armed with the knowledge of what really grinds your customers\u2019 gears, you can tailor your testimonial content to speak directly to those concerns. <\/p>\n\n\n\n

Let\u2019s say you\u2019ve noticed a trending malaise regarding shoddy customer service in your industry<\/a>. That\u2019s your \u201cin\u201d to collate all the testimonials that paint your customer experience in the most positive light and create some shareable content<\/a>, like an insightful blog post, some eye-catching images, or an engaging video testimonial. <\/p>\n\n\n

\n <\/i>Expert Tip\n<\/div>\n
\n You could also set aside some budget for boosting your posts or creating paid adverts that get your testimonials in front of a bigger target audience. \n<\/div><\/div>\n\n\n

Check out this example below from American self-publishing platform Lulu Press<\/a>. It\u2019s a nice visual testimonial that also leverages the customer\u2019s Trustpilot review for extra credibility.<\/p>\n\n\n\n

\"lulu<\/figure>\n\n\n\n

As part of a crowdfunding campaign<\/h3>\n\n\n\n

If you\u2019re aiming to kickstart a crowdfunding campaign to raise much-needed funds to bring your idea to market, it\u2019s a great idea to include some testimonials from early adopters of your product or service. <\/p>\n\n\n\n

When you\u2019re asking potential backers to put their hands in their pockets to support your vision, you need to quickly establish trust, belief and confidence in your business.<\/p>\n\n\n\n

So by including genuine testimonials from enthusiastic fans \u2013 whether that be in the form of pull-out quotes, a detailed case study<\/a> or a video interview \u2013 you\u2019re providing extra legitimacy to back up your funding plea.<\/p>\n\n\n\n

\n