How customer testimonials help improve conversion rates

How Customer Testimonials help your Conversion Rates

CloudCherry | Featured | May 20, 2016

Improving conversion rates is something many businesses have found difficult to master. Usually, there are a lot of factors at play here, and sometimes it can be disheartening when despite your best efforts, the results don’t show up.

Keeping all the confusion and agony aside, let’s examine one amongst these crucial factors that influence conversion rates – Testimonials. Testimonials have long been used as a means to project a brand in good light; they stir curiosity and set expectations for prospective customers, or at least that’s what they are meant to do.

Given the fact that prospects have a propensity towards trusting their peers (or fellow customers) than business owners, the role of testimonials has transcended newer barriers. Nowadays, prospects expect unbiased reviews from people who have tested/already used a particular product/service. Business owners, however, face two problems: getting testimonials and getting testimonials that work.

Why getting Testimonials can sometimes be difficult

It’s common sense to believe that unhappy customers will not provide testimonials. So, you need to first know what is making them unhappy, address the relevant issues and by doing this, you start gaining back their trust.

This is no easy task by any means. Your business will, firstly, need to track its customer experience in order to identify the things bringing your reputation down. This can be done using a Customer Experience Management (CEM) platform that lets you track several important metrics such as customer satisfaction, Net Promoter ScoreSM and the Customer Delight Score.

By being able to leave their feedback effortlessly, customers will be encouraged to voice their opinion. Identify customers who have rated your business high and reach out to them to get their testimonials. Next, identify your unhappy customers and delight them by offering a compensation – a discount on their next purchase or a gift voucher. Patch up the relationship before you go to them asking for a testimonial.

The end goal is pretty simple – get as many testimonials as you can. But to do that, you need to have a sizeable satisfied customer base who feel like sharing their delightful experience conducting business with you.

The science behind getting the right Testimonials

Testimonials can have a huge positive impact on your conversion rates, but only if they are relevant and not too bombastic. One that is vague and singing too many praises out loud will do more harm than good. Keep in mind, prospects have very low tolerance for such content.

What we mean to say is that the testimonials should look authentic and not look like someone from your company has reworked it. Authentic and positive testimonials will help turn prospects into paying clients as they break down any skepticism prospects may have towards your business.

To sum it up, here are the some of the things you need to keep in mind while reaching out to clients for testimonials.

1. Collect customer feedback from existing customers and track the experience across the customer journey to segregate your customers based on their ratings.

2. Reach out to your most happy/delighted customers first. The immediate feedback they share will be highly positive and can serve as a definite hook to get prospects on-boarded.

3. Identify the unhappy/disgruntled customers and before you can reach out to them for testimonials, do what it takes to compensate for the poor experience.

4. Ensure that all the testimonials you receive are relevant, talk positively about your product/service and most importantly, are honest and down-to-earth.

Intelligent use of testimonials can indeed help boost conversion rates. After all, all that prospects are looking for is the confidence to click on that ‘Sign Up’ button and start engaging with you!

Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.