How Testimonials Build Customer Confidence


Testimonials are vital marketing tactics to boost up customer confidence on your products or services. Customers want to feel confident and assured that they are making the right purchasing decision. Nobody wants to go through the post purchase dissonance after buying a product. They want to be satisfied and confident on their purchase. Reviewing testimonials helps customers to make smart purchasing decision and better understanding of your products or services. Websites with enough reviews psychologically help customers to make purchase decision easy. In today’s competitive market place it is very important for business to have testimonials and feedback of the prior clientele for attracting the new potential customers.

As statistics shows that a satisfied customer will ‘word- of- mouth’ eight other customers when he/she is satisfy with the purchase. Testimonial is an effective viral marketing technique that helps to pass on the information from clientele to clientele very quickly. Testimonials and reviews can escalate customer confidence and accelerate sales.

Selecting the right testimonial is important. Not all testimonials will give the same impact of your products or services.  Therefore, companies should be careful in picking up the right testimonials and phrasing them properly. Testimonials should be streamlined in accordance to your product offering and corporate image.  Selecting irrelevant testimonials can ricochet negatively and can give a negative connotation on your offerings. So selecting the right testimonial is very crucial. All testimonials should be genuine and unbiased. Moreover, testimonials should be quantitative rather than qualitative. It should quantify the benefits and results rather than just a generic praise. For example instead of choosing the testimonial “ I am very satisfied with the product performance” choose the testimonial that says “The product helped me to loose 10lbs in 4 weeks. The later testimonial is far more informative and effective in building customer trust than the previous one. More testimonials you have, better for establishing your business credibility and reliability. Always encourage your prior loyal customers to write reviews about your product or service. Request them to write about their experience or how they got benefited from using your product or service. If possible add customer contacts, company name or logos, which will further reinforce potential customer’s confidence level on your product or services.

However, placement of the testimonials needs to be done very carefully. Testimonials should be placed in such a way that will grab viewers’ attention instantaneously and easy to locate. It should be eye-catching and interesting to read with full of information. The goal should be to get maximum outcome from your testimonials.  The most common way is to create a separate navigation button termed ‘Testimonials or Reviews” where potential customers can read all the comments and reviews of your past clients. Another way is to use Flash testimonials on the side of the tool bar on the home page along with the clients’ name, contacts, company information or logo. However, be careful so that too much flash exposure does not distract your customer form the main message that you are tying to convey. You can also combine  ‘Audio and Video” testimonials along with the regular ones for more effective results in enhancing your credibility to a greater extent.

Therefore, whatever techniques you use always keep it simple, concise and clear. Be honest and use both negative and positive testimonials otherwise potential clients will thing you are being dishonest and biased. Least but not last, your testimonials should be specific, credible and believable in order to strengthen customer confidence and reliability on your products or services.