In marketing, there is no greater endorsement of a company’s products or services than the words of its consumers. Testimonials offer a unique glimpse into the real-world experiences of people who have utilized your brand for the first time, or maybe they’re even routine customers. These statements effectively tell the company’s “why” – if you’re not sure what that means, check out Allison’s President’s Note from October – and can show proof of concept in every area of the business, ranging from customer service to the quality of what’s being offered.

Your company can write clever copy or produce a two- or three-minute video about your products and services that are on the market, but what consumers consider a treasure trove of information are reviews – real stories, told by real people. In fact, BrightLocal’s Local Consumer Review Survey found that nearly half of customers feel online testimonials are as trustworthy as personal recommendations from friends and family. From a heartfelt 30-second testimonial video to Google reviews showcased on your website, statements straight from the consumer are simply a must-have in the digital age of marketing and crucial in capturing new clients. Here are five ways testimonials add more value to your company than your own words.

Customers Build a More Credible Brand – The foundation for a company’s reputation is what customers have to say. Think about this: would you take your car in for an oil change at an auto shop with little to no reviews on their website or hire a personal injury attorney without case studies available to support the results they claim? According to BigCommerce, 72% of consumers say positive reviews and testimonials make them trust a business more. Credibility is key in driving conversions and sales.

Their Stories Provide Proof of Concept – Traditional advertising methods or a word from your CEO won’t completely sell to consumers that your brand’s services are fantastic – or work exactly how you say they do. Of course a company fully endorses their own values, products or whatever they have to offer. Encouraging customers to vividly share their story tells yours and gives potential clients a peek behind the curtain into how your brand interacts with and delivers for consumers on a daily basis.

Reviews Put a Face to Your Brand – Are you more likely to empathize with a customer looking into the camera and describing their story? The answer is a resounding, “yes.” Authentic video testimonials, in particular, have played a significant role in compelling consumers to buy products or services. According to Wyzowl’s findings, two out of three people would be more likely to buy something after watching a testimonial video that demonstrates how a business, product or service has helped people like them.

They Can Effectively Increase Conversions – VWO found testimonials can increase conversions and purchases by 34%. This conclusion was made through WikiJob, the UK’s largest graduate jobs site, which used VWO to conduct A/B testing to see if testimonials had an impact on its PayPal checkout process. And asking for reviews from customers who you know had a world-class experience is also a simple process – just be direct with a quick email.

Reviews Are Informative in a World of Mistrust – The human element of marketing matters because what never fails is our ability to relate to each other through storytelling – even if it’s just a sentence or two of customers’ quotes. That’s only amplified by the public’s growing mistrust in information. In fact, among Shopify’s 2024 marketing statistics to know, 48% of consumers are starting to distrust influencers and feel they’re seeing too much branded content on social media. A shift toward authenticity is on the horizon and your customers are the answer. 

About Grapevine Communications
Grapevine Communications is a full-service creative marketing agency celebrating 21 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024. 

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