Have you ever wondered if testimonials work? The answer is a resounding, “Yes!”
Why do you need client testimonials on your website? It’s simple, really. We’re going to cover some of the basics to get you started right away. You need to use customer reviews to increase your conversions. By using them, you eliminate any doubts your customers may have and in turn help them with their purchasing decision.
In one study, 87% of consumers said that after reading a favorable online review, they went on to purchase. Conversely, this same study showed four out of five consumers changed their mind about a purchase after reading a negative online review.
This gives much validation to online reviews. So, we reach our topic today. We are discussing effective ways to use client testimonials to optimize your landing page conversions.
Leverage Social Proof
This concept is easy enough to understand when you think back to your teenage days. You probably wanted that special pair of jeans because everyone else did. Or, perhaps you permed your hair, again, because everyone else was doing it.
Social proof is much the same thing. And, today it’s called “the new marketing.” It’s doing what the Jones’ do, but on a larger scale.
Social proof is one of the effective ways to use client testimonials to optimize your landing page conversions.
For example, if Ted and Joan bought and reviewd your product, their review creates a positive influence on your other website visitors. They are creating informational social influence. Your new customer thinks, “If Ted and Joan like it, I will most likely like it.”
Wikipedia defines social proof as the following: “A psychological phenomenon where people assume the actions of others reflect the correct behavior for a given situation… driven by the assumption that the surrounding people possess more information about the situation.”
When you place client testimonials on your landing pages, you create social proof, thus encouraging new customers to convert.