9 out of 10 consumers place more faith in what customers say about a company than what that company says about itself. So it becomes obvious that a happy customer can be a trustworthy advocate for a brand.
To tell the truth, he can be the most trustworthy one, because buyers are really interested in evidence that you are the real deal. According to Wyzowl, 95% of people say that reviews – whether positive, or negative – influence their purchasing decisions.
Spectoos says that people are inclined to spend 31% more money with a company that has positive customer testimonials. In practise even negative feedback can give a positive effect - the main thing is to handle it correctly and provide the buyer with attention and care.
Yes, lots of statistics. But it is very revealing! Testimonials encourage people to buy particular products.
Testimonials often give the most objective insight into a good or a service or a company, especially when the mistrust caused by fake news and "influencers” is around us.
Testimonials build relationships and trust. They boost social proof. They boost sales!
Trust and credibility
Reputation is one of the building blocks of any business. And it's testimonials that help deliver some reputational success. Actually a huge amount of reliability can be gained with a few well-formed testimonials from real customers, because
- 72% of consumers say positive reviews and testimonials make them trust a business more;
- 88% of consumers trust online reviews as much as personal recommendations.
Social proof
It is a behavior when a person cannot decide on a preferred action and relies on the actions of others. For example, when a person subscribes to a YouTube channel, focusing on the number of subscribers. If there are a lot of them, it means the channel is interesting - so many people can't be wrong.
This may be a highly powerful sales tactic when used properly. Because a strong endorsement appeals to our tendency to follow the crowd and convinces us that we actually need this good or service.
Conversions growth
It's been proven that 50 or more reviews can generate a 4.6% increase in conversion rates. So it is kind of essential to be a part of that action, isn’t it? It merely goes to prove that you'll convert more clients if you can get more glowing recommendations from them.
Products’ improvements
Your business really depends on customers, and if they're not satisfied, they won't buy from you. So what do comments have to do with it? With them, you'll know if the products (or services) you offer are appropriate, whether they like them or not.
That way you'll know if you're on the right track or if you need to change what you're doing a little bit. So your customers may explicitly indicate the need for some improvement of your services or products to make them more in line with what clients are looking for.
Which testimonials are better?
There are at least 3 types of reviews: text, audio and video. And if we talk about their effectiveness, then the above-mentioned positive impact of testimonials on e-commerce doubles or even triples if you use the video format.
Video gives real emotions, which can be lost behind the regular text. Video has an impressive 95% retention rate vs. 12% for the text. Moreover video testimonial is an important part in convincing up to 77% of people to buy product or service.
Video is a trend and it’s a simple way to show the benefits of a product. As a result, video reviews is a necessary part of any successful online business. And to help you make the process as quick and easy as possible we have created a video content platform for e-commerce. Its name is Recomm! Our tool of collecting, dispaying and sharing video testimonials is absolutely free and waits for you to be used.
Let your online store be on track with ReComm!
