One of the most effective confidence builders for new visitors that come to your eCommerce website is a testimonial. Testimonials are reviews and comments from your most satisfied customers. When these reviews are prominently featured on your website they help build trust with potential clients. They show that your product is effective and users are seeing great results and praising your company for it. By using text or video testimonials you are taking your sales pitch and putting it in the customer’s voice. Essentially, you are letting your customer sell your product for you. Before implementing this surefire way to bolster the confidence of anyone that comes to your website follow these quick and easy instructions.

reviews in e-commerce

Gathering Testimonials

There are several strategies to collect testimonials from satisfied customers that you can implement right away. One easy way to gather customer reviews is by simply asking for feedback. You can do this via a link on your site, through email or direct mail. Once you begin getting responses be ready to use these comments to help get new clients.

You can also choose to copy and paste positive responses your company received via your social media pages (Facebook, Twitter, LinkedIn) on your website as a simple way to highlight the great things people are saying about you.

Identifying Effective Testimonials

As a rule of thumb, when determining what testimonial to use, choose the reviews that most accurately explain the value that the customer received from using your specific product. Avoid vague comments that say positive things without giving specifics e.g., “We love your stuff!” In this review we have no idea what “stuff” the reviewer is talking about and why they love it. Reviews with missing information will not necessarily impact your conversions.

Testimonials should be substantive and include specific details about the benefits of your product e.g. “Once we implemented Aydus’ suggested change to our mobile site we saw a 35% increase in revenue coming from mobile devices.” Note that this review includes the specific increase that the customer saw in order to substantiate Aydus’ claims. Review like this one are also helpful because it is coming from someone the potential client would consider a reliable source, another client.

Implementing Testimonials

When posting testimonials to your site always include the first name, last name, corporation, and title (if B2B) of each testimonial-giver to ensure to readers that your review came from a real person. If possible, and space allows, you could include a photo as well. Place your customer review prominently on your homepage and on any other pages on your website where you believe a review of your services or product will be effective. You can also create an entire page on your site that is dedicated to testimonials. You can never have too much positive reinforcement.

As a rule remember to always get permission from clients before posting their review. Also, never edit a comment or review from it’s original statement. And finally, don’t write your own testimonials or create false reviews. This behavior is fraudulent and is the fastest way to lose customer confidence.

For further tips on implementing testimonials and other effective ways to optimize your site contact us today.