Using Testimonials: Going the Extra Mile
By Paul Nicholls
Over 60% of consumers say that knowing and trusting the sender is the key factor in determining whether they would open an email. [eMarketer 2006] With email open rates declining, trust becomes even more important in getting your message across effectively. The same goes for your Web site.
Testimonials often seem old-fashioned or even hokey, but Web visitors definitely read testimonials and are influenced by them. In some tests, Web users spend 85% more time on Web pages with testimonials, and transactions have increased by as much as 300%." [White 2006]
While as old as the hills, testimonials lend themselves especially well to the online environment. They are ideally suited to the way people read Web pages, because they are short, deliver a punch, and give important information concisely. They also leverage an awesomely powerful marketing mechanism that you may have heard of before. We used to call it "word of mouth" but: "Want a fancy acronym for using testimonials in marketing? Hate to burst your bubble, but it's plain old viral marketing." [Mulcahy 2003]
Good Testimonials
If you exploit them properly, testimonials are one of the most powerful tools for establishing the credibility of your site and instilling trust in your visitors. But if not handled correctly, testimonials can do far more harm than good. Very often consumers view testimonials with skepticism and mistrust. In fact, this is what consumers usually think about the average testimonial they see:
- They're given to get more exposure for their own names, sites and businesses
- They do some mutual back-scratching, and hype each other's products and services
- Specific testimonials are hand-picked by the publisher of the site
- Publishers add only those testimonials that say nice things about them
- That the publisher only shows the positive ones significantly undermines their value.
"In other words, the testimonials are just additional sales text. They have no credibility as outside, third-party endorsements." [Usborn 2006] That ain't it, kid. How can you make testimonials work more effectively to instill trust? The basic guidelines for constructing good testimonials are pretty well known and authenticity is the most important element:
- Testimonials need to convey total authenticity
- Attribute completely to fully identified real people
- Retain the voice and style of real live people
- Testimonials should mention specific benefits
- Testimonials should not be too long
- Never try to write it yourself or to fake sincerity
- Testimonials should express an emotion
- Always seek permission before using a testimonial.
The Extra Mile
But consultant, writer and speaker Nick Usborn [2006] believes that offering a viable testimonial is just the bare minimum and doesn't go far enough. He says that if you want to be (and be seen to be) truly honest and transparent with testimonials then there are two ways to go that extra mile-validate your testimonials either through your surfers or by means of an independent third party. For the first, he says:
If you want to be honest and transparent with testimonials, build a page through which people can give you honest feedback. And here comes the scary part ... publish the criticism as well as the praise … When you get feedback that is less than glowing, publish it and address the issue. People will respect you for recognizing your imperfections, instead of hiding them.
Usborn's second strategy is to at least make your testimonials trustworthy through third-party validation, which seems a new, unique, and intriguing idea: "TrustedTestimonials.com provides a service whereby each testimonial is verified with the person who wrote it. Along with other credibility indicators like VeriSign, Hacker Safe and BizRate, to name just three, a third party verification of your site's integrity increases trust." The site itself adds the following:
The Trusted Testimonials seal will instantly indicate that your website has real testimonials by real customers. And this is important because site visitors look for seals and other trust marks-especially when dealing with unfamiliar websites. Trusted Testimonials enables you to prove the authenticity of your online testimonials, so visitors can trust the information on your site and pick you over your professional-looking but unscrupulous competitors. We are the first Web testimonial verification service, and our distinctive seal assures a more positive and safe experience for consumers making online purchases. Our exclusive seal is perfect for new businesses, well-established companies or any entity wanting to enhance its credibility and profits. [TrustedTestomials.com]
The Practicalities
Collecting usable testimonials should be an organized and on-going process-never miss an opportunity to get one. You can't sit back and hope for testimonials to come your way. You have to go out and get them.
- Read your in-coming mail carefully and keep a file of customer comments.
- Analyze your customer list and develop a sub-list of your top 10% of customers
- Send letters to select clients suggesting the kind of comments that would help
- Automatically ask for feedback-follow-up emails and visitor books are good
- Monitor the Web in case somebody says something good about you
- Always ask permission before using a testimonial-they'll usually say yes
Scatter testimonials from customers all over your website. Many webmasters make the mistake of creating a testimonial page and putting all the testimonials on one page. Instead, scatter testimonials throughout for greatest effectiveness, although you can still have a dedicated testimonials page as well. If you have testimonials pertaining to a specific product, place those testimonials under that product.
Testimonials Work
There are few marketing tools more powerful than a simple testimonial, but you can't fake it. Generic, questionable, or obviously phony testimonials will do you no good, and can definitely harm your reputation. On the other hand, succinct, believable, benefit-specific testimonials from real people, properly placed on your Web pages, will enhance your website's credibility and improve your results.
So if you aren't using testimonials now, then what are you waiting for? And if you go the extra mile to enhance your testimonials' trustworthiness, they will be even more effective:
Transparency and trust have always underpinned success online. By being totally honest with your testimonials ... you are signaling your integrity to every visitor to your site. And with recognition of your integrity comes trust. And trust translates quickly into increased sales. [Usborn 2006]
Dr. Paul Nicholls is a regular contributor to eBizTutors.com where you can find many more e-commerce resources like this. eBizTutors believes that by providing information vital to the success of small to medium online enterprises and to the sponsors, programs and organizations that support and augment them, everyone achieves, succeeds, and expands. Visit us at www.eBizTutors.com.
References
eMarketer. "Who Says It's Spam?" eMarketer 01/27/06.
http://www.emarketer.com/Article.aspx?1003792.
Seana Mulcahy. "Take It from Someone Else," INT Media Group 01/07/2003.
http://www.clickz.com/media/agency_strat/print.php/1564511.
Nick Usborn. "Give Your Testimonials More Credibility," Excess Voice #106 05/15/06.
http://www.excessvoice.com.
Steve White. "Using Testimonials," Internet Business Coach 2006.
http://www.internetbusinesscoach.net/article.asp?PageID=337.
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