The short answer to that question is Yes. But before you start putting every customer testimonial you can gather on your sales page, not all testimonials are created equal.
Testimonials can really boost your conversions for a number of reasons. Most importantly they add credibility to your sales pitch. You have a customer who has actually used your product who was willing to share their experience with it. It’s written in there own voice, isn’t a sales pitch and is unbiased.
They increase trust in your sales pitch by proving that what you’ve set out in your sales copy is actually achievable by real world customers. Customers just like them.
But as I said before, not all testimonials are the same and you will want to select the ones that work best for you. You want to select testimonials that really set out what the benefits of your product are and the results that a new customer could expect to see.
Take the following testimonial for example:
“This product is amazing, I love it! I’ll be the first in line for your next product that’s for sure.”
Now that’s a very positive review and very nice, but it fails to put across any of the actual benefits of using your product.
What you’re looking for is something much more like this:
“After using your product, traffic to my site increased from less than a 100 hits a day to well over 500 hits a day which has obviously increased my sales tremendously. It’s paid for itself the very first time I used it!”
This testimonial has tangible benefits included. Their traffic increased, their sales increased and the product paid for itself.
So here are some things you should look for in a good testimonial
- Demonstrating the benefits of using your product.
- Backing up the claims you have made in the sales copy.
- The actual positive results that a customer has had with your product.
Once you have your great testimonial there are few other things you should do. Make sure you include the name and home town and if possible a photo of the person who has given you the testimonial. This builds up credibility that the testimonial is actually from a real person. If you are able to, you can try and get an audio or video testimonials which will up the creditability level even higher.
Testimonials are probably one of the single simplest things you can add to your sales page to improve your creditability and in turn your sales.
Have you got any great tips for picking out the best testimonials? If so, then leave them in the comments below. I look forward to reading them.