July 12, 2024

Why Customer Testimonials Are Your Ecommerce Superpower

In today's digital landscape, where consumers are bombarded with endless marketing options, even the most formidable marketing efforts can be overshadowed. However, there's one element that consistently cuts through the noise: the voice of your customers.

 

Customer reviews and testimonials are foundational to shaping brand perception and influencing buying decisions, particularly in ecommerce. Leveraging these elements goes beyond merely displaying past achievements; it involves magnifying a compelling authenticity that resonates deeply with prospective customers.

 

Explore why customer testimonials are an invaluable asset for your ecommerce strategy and learn how to utilize them effectively to boost conversions, foster loyalty, and enhance your brand's credibility.

What AreTestimonials?

 

Customer testimonials are endorsements from satisfied customers that highlight their positive experiences with a product, service, or brand. These testimonials can come in various formats, including written statements, video recordings, social media posts, and ratings on review platforms.

Types of Customer Testimonials

 

There are several types of customer testimonials that you can utilize for your ecommerce business:

  1. Text-basedTestimonials:These are written statements from customers that emphasizetheir positive experiences with your brand.
  2. Video Testimonials:These are recorded videos where satisfied customers share their experiences andsatisfaction with your brand.
  3. Social MediaTestimonials: These include posts or comments on social media platforms,such as Facebook, Instagram or TikTok, fromcustomers who have had positive interactions with your brand.
  4. InfluencerTestimonials: These are endorsements from influencers or celebrities whohave used and loved your products or services.

Customer testimonials are typically displayed on a website home page and product pages

Why Are Testimonials Important for Ecommerce?

 

Before diving into the methodsfor collecting and showcasing customer testimonials, it's essential to grasp their significant impact.

 

The Power of Social Proof

 

Customer testimonials act asa powerful form of social proof. They provide tangible evidence that others have had positive experiences with your product or service. This validation is vital for building trust with potential customers, particularly in the realm of ecommerce, where direct, physical interactions between buyers and sellers are often nonexistent.

 

The Psychology of Persuasion

 

The psychology behind testimonials and reviews is straight forward yet powerful: humans are inherently social beings, and we are significantly influenced by social proof.

 

When we observe others making decisions and sharing their experiences, our brains are naturally inclined to follow suit. It goes beyond mere observation; we are hard wired to seek validation from others. Testimonials provide this validation, reassuring potential customers that your product or service is worth their time and investment.

Frequency of reading online reviews of local businesses in the US (Source: Statista)

Trustand Credibility — More Than Just Buzzwords

 

Every business owner understands the importance of trust and credibility, but these attributes gainr eal substance when they are experienced and verified by others.

 

Testimonials humanize your brand, adding real stories and faces to what might otherwise be impersonal online transactions.

 

By transparently sharing your customers’ experiences — both positive and negative — you build credibility, empathy, and connection, which are the cornerstones of lasting customer relationships.

 

How to Use Testimonials in Your Marketing Strategy

 

Having established the power of customer testimonials, let’s explore how you can effectively incorporate them into your marketing strategy.

 

Gather Testimonials Regularly

 

Regularly collect testimonials from your customers through post-purchase surveys, email requests, or social media shoutouts. Maintaining a steady stream of fresh testimonials is essential for showcasing them on your website and social media platforms.

 

Rekisa sellers can streamline the collection of customer testimonials through email or various apps, allowing you to regularly gather reviews with minimal effort.

 

Use Testimonials Throughout Your Website

 

Don’t confine testimonials to a designated “testimonials” page. Integrate them across your website, especially on product pages where they can act as powerful sales tools for potential customers.

 

Displaying testimonials prominently on your homepage, product pages, and during the checkout process can encourage hesitant customers to complete their purchases.

 

If you created your ecommerce website with Rekisa, you can effortlessly add testimonials using pre-made design blocks. With several layouts and styles available, it's easy to showcase customer reviews in an appealing manner.

 

You can choose from different layouts for your Customer Reviews section

Place Testimonials Strategically

 

Position testimonials strategically by aligning them with related products and enhancing them with visuals to ensure they capture attention effectively.

Baking Steel showcases customer testimonials through pop-ups across various site pages

Additionally, use testimonials that highlight specific product features or benefits you want to emphasize. This helps potential customers understand the value of your products and services more clearly.

Leverage Testimonials in Your Social Media Strategy

 

Social media platforms are excellent for showcasing customer testimonials. Share screenshots of positive reviews or repost influencer endorsements on your brand’s social media profiles. You can also create a dedicated hashtag for customers to share their experiences and feature those testimonials on your social media feed.

Calvin Klein customers showcase theirpurchases by sharing hundreds of thousands of images usingthe brand’s hashtag

Add Testimonials to Newsletters and Email Campaigns

 

Incorporate testimonials into your newsletters and email campaigns. This not only boosts your brand’s credibility but also encourages satisfied customers to share their positive experiences with others.

 

Be strategic with testimonial placement. For instance, include them in abandoned cart emails to remind potential customers of the positive experiences others have had with your products.

To’ak Chocolate adds a link to their customer testimonials in abandoned cart emails and newsletters

Add Testimonials to Non-Promotional Newsletters

 

Including testimonials in non-promotional newsletters, such as industry news or tips, can subtly yet effectively showcase social proof. For example, if you own a hair care brand and regularly send out newsletters with hair care tips, you can add a testimonial from a satisfied customer at the end of the email.

 

How to Get Customer Testimonials

 

Great, heart felt testimonials require a strategic approach to gathering and curating them in away that respects your customers’ time and effort while making the review process seamless. Consider the following:

 

Making It Easy for Your Customers

 

A hassle-free, enjoyable customer experience shouldn’t end at the sale. Ensure that leaving a review is as convenient as possible. Tools like post-purchase emails with direct review links or in-line forms on your website expedite the process and show that you value your customers’ feedback.

 

Incentivizing Without Coercion

 

Offering incentives can motivate customers to leave a review, but it's important to avoid crossing the line into coercion. The aim is to reward and thank your customers, not to "purchase" their opinions. Keep the incentive modest and focus on showing appreciation for their willingness to share their story.

An automated customertestimonial request in a Rekisa store

How to Ask Customers for Testimonials to Get the Perfect One

 

Consider the difference between these two testimonials:

  • Generic Testimonial: “I love this product!”
  • Specific Testimonial: “This product has completely transformed my daily routine. I struggled with dry skin, but since using this product, my skin has becomes ofter and more hydrated than ever before.”

 

While generic reviews are pleasant, they don’t significantly impact your brand. Here’s how to solicit testimonials that are specific and impactful:

 

Reach Out to Your Most Loyal Customers

 

Your most loyal customers have had the most positive experiences with your brand. Reach out to them personally and ask for a testimonial. Their feedback will not only be more likely but also carry more weight with potential customers.

 

Pro Tip: Identify your most loyal customers using your ecommerce platform’s customer management tools. Filter customers by order countor total order value to find those with the most engagement.

Filtering the most loyalcustomers in a Rekisa store

Encourage Specificity

 

When requesting are view from your customers, prompt them with specific questions about their experience with your product or service. This guidance helps them write a detailed and meaningful testimonial.

 

For example, you could ask, “How has our product/service improved your life/business?” or “What problem were you able to solve with our product?”

 

Address common doubts potential customers might have. For instance, if your product is on the pricier side, you could ask, “How has our product’s quality justified its price for you?”

 

Use Relevant Language

 

When asking for a testimonial, use the keywords and language you want to see reflected in customer testimonials. Incorporate typical terms and phrases your customers use when discussing your products.

 

Showing examples of testimonials from other shoppers can also help. This gives customers a better idea of the kind of feedback you’re looking for and makes the process smoother.

 

Define the Structure

 

Provide a framework for your customers to follow when leaving a review. This could be a template or bullet points outlining what you would like them to touch on in their testimonial. This ensures they cover all the key points and helps create consistency among reviews.

 

Additionally, if applicable, encourage customers to include photos or videos as part of their review. Visual testimonials can add an extra layer of authenticity and impact to your marketing strategy.

 

Maximize Testimonials Success

 

In a world of endless choices, your past customers are your most vocal advocates. Harnessing the power of their words is more than a marketing best practice — it’s a commitment to honesty, transparency, and a remarkable customer experience.

 

With the strategies we’ve outlined, you’re well on your way to unlocking the full potential of customer testimonials and driving the growth of your ecommerce business.

 

If you’re looking for an ecommerce platform that simplifies every aspect of selling online, consider Rekisa. Not only will you get a beautifully designed, robust online store with numerous built-in tools for business growth, but you’ll also save time managing customer testimonials. You’ll appreciate these tools:

 

  • Automated customer testimonials collection via email
  • Sleek design blocks to showcase customer testimonials on your website
  • Built-in customer reviews and ratings on product pages
  • A dedicated Customers dashboard in your Rekisa admin that allows you to manage customer relationships in one place (and find your most loyal customers)
  • Integration with top customer reviews and testimonials tools for even more options to collect, display, and analyze feedback from your customers.

 

Sign up for Rekisa to create a new online store.

 

Encourage your customers to share their stories — and then share them far and wide. It’s a win for authenticity, community, and a resounding win for your bottom line. Now, go forth and amplify your ecommerce superpower.

 

Originally sourced from Ecwid by Lightspeed