Customer testimonials are a common feature for many business websites, but did you know this feature may also have a direct impact on your client's business reputation and their bottom-line, aka revenue.
In this article we will discuss what the customer testimonial is, why it’s important and how to do it right from the web developer’s perspective.
What is the Customer Testimonial?
Customer testimonials are a form of "word-of-mouth marketing" that play heavily into the psychology of social proof. Done right, they can be incredibly effective for your client's business, tipping that unsure customer into a paying customer, which is usually the goal.
Why are Testimonials Important?
According to the Bayard Institutes UX Research Articles Checkout Usability study, 18 percent of users have abandoned a checkout flow because they “didn’t trust the site with the credit card information.” If they don't trust the site then they will not stay long and definitely not buy anything, so for an an e-commerce website trust and credibility are essential, and testimonials help get them there - why else are they important?
Adds the human face aspect, which has been proven to increase click through rate
Allows the customers to put a face with a name
Adds real –life testimonials that fight against consumer skepticism
Furthermore according Forbes online reviews have been shown to impact 67 percent of purchasing decisions, while 84 percent of people trust online reviews as much as personal recommendations and 74 percent of consumers say that positive reviews make them trust a local business more.
The facts speak for themselves, and negative reviews can be just as damaging, however as a web developer this is not in scope - doing it right is, and developing bad testimonials can hurt more than help.
Here are a few tips to ensuring you’re doing it right:
Remember your Buyer Personas – customers are looking to see testimonials they can relate to
Don’t overdo it
Don’t use Fake testimonials
Be selective – find genuine comments about the products not just quotes that say “it’s great”
Placement – position in the middle of the page
For more information on why testimonials are important and where to place them on a web page, visit this article.
Lea Whitney is a writer turned aspiring front-end web developer. She holds two degree’s in Journalism; B.A. and M.A. and her interest in web development began during her eight-year-career in the financial sector where she worked as an internal website content manager.
She has also worked at various non-profits for the developmentally disabled and plans to combine her interest in web development and passion for helping the developmentally disabled into a career in design and web accessibility.
Lea is currently a student in the Moms Can & Co. Develop Camp program where she is building her skills in web development as a means to take that next step to becoming a front-end web developer!