Why Testimonials Work and How to Use Them More Effectively

We recently had a client who said, “But the problem with testimonials is that you know they’re only going to say good things. How is that effective?”

It’s an interesting point. When we read customer testimonials, we’re expecting to hear the good–not the good, the bad, and the ugly. Still, testimonials work. Why?

Why Testimonials Work

We’re a trusting species. Yeah, we may be cynical when it comes to government bailouts and our politicians, but in general, if one person says to another, “Gee, item x is really great,” we’re willing to listen, especially if we know and/or trust this person.

For example, if I tell you I’m the best copywriter around, how does that make you feel? You might think I’m bragging or full of myself (or both). But if Joe Smith says, “Robyn is the best copywriter around,” you’re more willing to accept the message because you’re willing to accept that Joe’s opinion of me is more objective than my own opinion of me. And if you find out that Joe Smith is a marketing consultant, you might even put more value in his words, since you might figure that he’s worked with other writers and really knows the difference between a good copywriter and a bad one.

Real words from real people carry more weight than slick marketing copy. Whenever clients pass on testimonials to me, they always say, “Feel free to polish them.” And I always respond, “Unless there’s a glaring error, like a misspelling, I’m not going to change a thing.” Why? Because the more authentic a testimonial sounds, the more believable it is.

Think about the radio ads for OnStar, the security and diagnostics system that’s provided by GM to many of its customers. These ads are in the words of real people. The ads essentially play back the emergency call that’s made through OnStar when the system is engaged either manually by the driver or when there’s some sort of other incident, such as an accident. These ads are effective because they’re allowed to play “as is”–even if some words are muffled or there’s background noise. And they’re effective because they’re so real.

How to Use Testimonials More Effectively on eCommerce Sites

One of the best examples I can cite is for Proactiv–the acne treatment program. I discovered Proactive years ago before it was available in retail locations and you could only buy it online. What sold me? The testimonials.

Now, I’m a marketing copywriter, and I’m pretty sure that the celebrity testimonials from Jessica Simpson, Vanessa Williams, Jennifer Love Hewitt, etc are paid endorsements. But still, the thing is the testimonials are so darn believable. I trust these women. Why do I trust them, you might ask? I trust that they understand how a clear complexion builds confidence, and I trust that they understand the pressures–especially in their industry–to have clear skin. I trust them not because they’re famous celebrities, but rather because they’re beautiful women who apparently struggle with skin issues that so many of us “regular” people struggle with. Also, in my mind, I assumed these women didn’t need the extra endorsement money if they really believed in the product. (Yes, I was rationalizing. But guess what? This is what prospects do.)

Here’s the thing, though. It was the celebrity testimonial that I saw on a paid infomercial in the middle of the night that drove me to the website. But it was the “Real Stories” section of the website that that made me buy. The before and after pictures of real people like me–along with their own words–made me willing to open my wallet and whip out my credit card.

No doubt, most companies probably can’t afford to have celebrities like Jessica Simpson endorse products. My point is that you don’t need to. The customers you DO have are your best form of advertisement. Invite customers to share their experiences about your product or service. Here are some ideas for doing just that:

Call-out-boxes. Have a call-out-box that says “Tell Us What You Think About X!” and then lead people to a page where they can answer questions or write a review (be sure to have a permission disclaimer). Pick the best reviews and rotate them (or snippets) throughout the site. Proactiv does a great job of soliciting customer stories:

Before and after pictures. If you sell a product or service, like Proactive, that has visual results, invite customers to send in their pictures. Consider an incentive program. Say you’re going to feature one brand new “before and after” shot a week, and the person featured will get some sort of discount on the next product.

Use Testimonials in Multiple Ways

Too many sites don’t use their customer testimonials effectively. Too often, a business will decide to simply have a testimonials page. This is fine, but it shouldn’t be the only way you use customer testimonials.

• Alternate testimonials throughout the site, on every page.
• Include a customer testimonial on the different forms of communication that you send to customers: order confirmations, invoices, etc.
• Use customer testimonials in other mediums, such as print ads, direct mail pieces, and sales letters.

Keep ‘Em Coming

Just like anything else, testimonials can become stale. You want to constantly solicit testimonials from customers and keep them fresh on your website.

Do you have any other ideas for using customer testimonials? Leave them in the comments section.