Date: Friday, July 6, 2007

Do Testimonials work?

Whatever you’re selling online, you’ll have to make a claim about it to appeal to potential customers. However, because research on web usability suggests that Internet users are reluctant to believe hype, it’s essential that you’re able to validate claims in some way. Using testimonials provides a perfect way to do this because positive statements from happy customers are much more believable than the words of a company spokesperson. By using a customer testimonial, research shows your business could increase by around 30%.

Types of Testimonial

While customer testimonials are certainly the most effective, there’s a lot to be said for product endorsement too. You could consider getting your product endorsed by:

- Celebrities. Celebrity testimonials won’t generally prove to be as effective as those from genuine customers as everybody knows they are getting paid to recommend things. However, they can succeed in generally increasing awareness of your product or service and that may have a positive impact on sales.

- An expert. Getting a testimonial from an expert in the field of your product or service may prove advantageous because the public trusts these people and feel they can offer an authorative view.

- A specialist trade association. Gaining a testimonial from a specialist trade association offers the same advanatages of endorsement by an expert. The public trust trade associations and will have more confidence in your product as a result.

False Testimonials

If you have difficulty obtaining a testimonial, don’t feel tempted to make one up. It’s better to have no testimonial than a false one, which could get you – and your business – into trouble. As Andy Brocklehurst advises in his article, 12 Steps to Writing Words That SELL, “If it cannot be proven – don’t say it.” Doing so can leave you open to claims of false advertising and may damage your reputation in the long-term. Similarly, because there are so many fake testimonials online, it’s essential that readers know yours is genuine. To do this, you should ensure the wording of your testimonial avoids clichés. You should also try to include the full name, location and a photograph of the person who gave you the testimonial.

Do they work?

Testimonials may not seem like an incredibly powerful selling tool but when used correctly, they are extremely effective. By informing readers of the positive experiences your existing customers have had, testimonials lend credibility to your product or service. Without using testimonials, any claims you make will remain unsubstantiated and customers will find it hard to trust you and ultimately, will be reluctant to buy your product or service.