Consumers have become more and more blind to marketing and advertising strategies. The buyer’s journey is getting longer and longer and people are slower to trust companies. What should I do?
Build credibility. And it starts with customer reviews.
Imagine that someone is looking for a product that you are selling. He calls a friend and asks for a recommendation. The friend suggests your product.
The person buys from you based on the referral.
The best customer ratings work the same way. Instead of communication between friends, it is communication from a customer to the masses.
There are two types of customer reviews.
One is user-generated content. The customer submits a blog post or social update and mentions how much he or she loves your product.
The other is requested. You ask the customer what he or she thinks and the customer commits to.
Both types of customer reviews are strong. But where should you place them on your site? And how can they really help your business?
What is a customer rating on a website?
A customer statement is an impartial, positive review of your product, service or business. The customer has previously purchased from you and sends you a glowing statement of worship.
When you post this testimony on your site, it becomes public. Anyone considering a purchase can read it and judge its value.
You can see an example on my agency’s website, Marketing-Ideas Digital.
Yes, Google really said that. But you do not need customer reviews from a large company to benefit from them.
Customer reviews can be short as above or much longer. Some companies publish testimonials about video, which can prove to be very convincing, and many use photographs of the customer along with its offer.
Remember: You create credibility. Anyone can put together a glowing quote and attribute it to “Amy S.” If you can provide the customer’s full name, a link to his or her website, customer job title information, and other identifying data, the credibility factor will increase.
Why are statements so important?
A study showed that the use of customer ratings resulted in a 62 percent increase in revenue per. Customer. Do you want to increase your earnings by this margin? I know I would.
It is the recommendation that helps encourage people to buy your product or invest in your service. They know from customer reviews that others have tried it. Not only that, but they welcome it.
There are two primary principles at play here.
First of all, people do not like to be first – unless, of course, they are queuing up to buy the latest iPhone. Think about it. If a customer is asked to try a new medication, he or she will likely ask how many others have taken it and if it worked. No one wants to be a guinea pig.
Being first is inherently risky. Since the customer does not know about others’ experiences, he or she lacks a frame of reference apart from what the company says about its product or service.
And which business owner tells customers that a product is cheap, defective, inaccurate or ineffective? Exactly none.
The second principle of the game is fear of missing out – what Millennials call FOMO. Believe me, that’s a real thing.
This is why urgency and scarcity work so well in marketing. Consumers see that they only have a small window of opportunity to take advantage of an offer so they grab it.
The same goes for customer reviews. Someone lands on your site and sees three glowing reviews of your flagship product. He or she thinks, “These people benefit from the product. Why should I miss it? ”
If you can leverage human psychology and behavior to your business, why not take advantage? As long as you request legitimate customer ratings, you are on the white hat side of the marketing game.
Where should you put customer ratings on a site?
When deciding where to place customer reviews on your site, refer to data. The more information you have, the more effective your customer reviews will be.
Many companies include them on their websites. Since many people find businesses through Google search and land on websites, this strategy can work well.
Other great places to include customer ratings include the following:
However, you do not know which area is most effective before collecting data.
Use a user behavior tool to track user navigation
A site behavior tracking tool like Crazy Egg allows you to spy on people’s movements throughout your site (while still complying with the GDPR!). You know where they came from, what pages they visited, where they clicked, and how they dealt with interactive elements like forms.
For example, a report on heat card behavior can show you where the most activity takes place on a given page. You can also look at scrolling maps to see where people stop and start scrolling on a page. This information allows you to place customer reviews in critical areas.
For example, if no one rolls to the bottom of a particular page, it would be useless to put a testimony there. No one wanted to see it. On the other hand, if you notice that there is a lot of concentrated activity in the sidebar of your site, consider adding a recommendation there.
Test in different places
Now comes the test phase. Past data allows you to make an educated guess about where your customer ratings are going, but you will need hard data once you have published these statements to determine if they have a positive impact.
Run A / B tests on specific pages and check your user behavior reports. Which version shows the most activity near your customer rating? Which version converted best?
How many testimonials should be included on your site?
There is no magic number here. You may have a single opinion coming from a recognized expert in your field, or you may have dozens of opinions.
Many companies have a test page. You click on the link and see what everyone is saying about the company, product or service.
For example, Skyword, a content production company, uses a testimonials page to highlight offers from its customers. These quotes link to individual case studies.
If you scroll even further down, you will find customer reviews that are not case studies.
The best strategy is to collect as many customer reviews as possible. Use the most effective quotes in the key areas you identify on your site, then create a page for the rest. Anyone who wants to know what others are saying about your business can check.
A huge advantage of presenting many customer reviews is that it communicates two things:
What people say about your business How many customers do you have
You do not get an opinion from everyone who buys from you, but the assumption is often that a company with multiple opinions has more customers. That’s always a good thing.
Why do you need to know how to write a statement? Because you can review other companies and rely on reciprocity to gather more customer reviews.
Let’s say your company, company A, has been using the services of company B for years. Company B also uses your services.
You write a customer statement for company B and submit it. In gratitude, Company B may be writing a recommendation to you.
Does it work all the time? No. But it’s a great way to collect more reviews of your business.
The best way to write a statement is to come up with something very specific. A testimony that says “Good service, good price!” is not very specific. It can help increase conversions, but not so much as a testimony indicating a particular area of gratitude.
For example, let’s say Company B has great customer service. You might write a statement that looks like this:
“Every time I had a question, Company B’s team answered immediately, even though I called late at night. They were responsive and polite, which made my job so much easier. ”
That’s specific, right?
Or maybe Company B helped you reach a goal. Your testimony may look like this:
“After using company B, my sales increased by 52 percent. I am very happy! I do not know how we survived until we started using this service. ”
See what I mean? Using details – especially numbers – will make your customer ratings far more credible and compelling.
3 Examples of customer statements for companies that will inspire you
I have read thousands of customer reviews over the years, and few stand out. However, I want to show you three that impressed me in terms of specificity and conviction.
The simple driver
The Simple Driver is a coaching and educational website dedicated to helping people start careers as Uber drivers. The testimonials page could use some design updates, but the testimonials themselves are amazing.
I found this particularly illustrative:
First, you will notice that the statement includes the customer’s full name and a photograph. Excellent job.
The statement itself is full of details. First, she expresses a common fear among Uber drivers – being a woman and safety issues – and describes her specific goals. She then tells potential customers how much money she is making.
It is specific and very personal.
Exhibit Systems sells exhibitions for trade fairs and other events. One of the customer statements caught my attention:
Again, there is a lot of specificity here. The customer’s full name and industry are used to provide the credibility of the testimony, and she specifically mentions the company’s responsiveness. I also like that she talks about how the company shares its values and goals. It’s a strong marketing message.
3. Blue Fountain Media
Another good example comes from Blue Fountain Media. This opinion contains many of the desired qualities that I discussed earlier in the post:
In this statement, we see the customer’s full name, job title, company and link to the company’s website. The testimony itself mentions details – “mood, level of inquiry, feedback and traffic” – to show why he particularly likes this company.
Customer reviews can prove to be extremely compelling in marketing, whether you retweet them from a satisfied customer or ask them to be posted on your blog.
There is also a lot of variation in terms of how you can present them and what information to include. You may need to edit them to get the best information from a lengthy review.
Whatever the case, start asking for opinions now. Collect data from your site about how people navigate and click, then select appropriate areas for your customer ratings.
Once they are live, begin your A / B testing. Nail the ideal design. You will thank yourself later.
And do not forget reciprocity. If you offer a review, you can get a review in return.
This article was written by today’s Daily Eggspert.
Latest posts by Dagens Eggspert (see all)