It’s no secret that customer testimonials help brands build trust, win over new customers, and increase revenue.
According to a survey by Bright Local, 94% of consumers said positive reviews make them more likely to do business with a business.
It’s no different for startups, mom-and-pop shops, and multibillion-dollar international brands. Customer testimonials play a big role in how we evaluate and choose brands.
How do you collect customer testimonials, and how do you use them?
That’s the topic of this article.
Customer testimonials: why they work
You will find pages and pages of research that confirms the value of customer testimonials and reviews. This is due to a powerful concept called social proof.
The psychological phenomenon of social proof occurs when we see others behave in a certain way and then we follow suit. We do this to fit in, and because we assume others will make the right choice. Testimonials from customers are a form of social proof.
According to the Bright Local research:
92% of consumers are less likely to shop with a business after reading a negative review
79% of respondents said they trust online reviews as much as personal recommendations
What do customers actually pay attention to?
eMarketer reports that 68% of internet users look at star ratings when deciding whether or not to buy from a brand. 61% of consumers look at the number of reviews and testimonials a retailer has received. Nearly half are considering how recent the reviews and testimonials are.
Four ways to get customer testimonials
Interested in getting your own customer testimonials? Here are a few options.
Send an email asking for a testimonial
Sometimes, all you need to do is ask. Directly emailing your customers after they have made a purchase with you is a great way to catch them while their experience is still fresh.
Send the email within one to three days after the purchase, or after the item is delivered if it’s a physical item. Consider adding an incentive, such as a freebie or a discount on their next purchase.
You can send these out manually if you’re running a small business. You can also automate the process using an email marketing app. You can find a wide range of apps in the app store if your website is built on Shopify.
Here’s a quick template you can use:
Hi [customer’s first name],
it looks like you bought [item] last week. Thank you for being a customer!
Could you please do me a favor? It would be amazing if you could leave us a review here: [link to review site or questionnaire].
In addition, we’ll give you a 20% discount on your next order. After you complete the review, you’ll receive the discount code.
Use a customer satisfaction survey
Surely you’ve received a few customer satisfaction surveys by now. Product and service-based businesses use them to learn about their customers’ experiences.
CVS Pharmacy recently sent me a customer satisfaction survey of this type. The email was sent a few hours after my visit. I was thanked for shopping and asked for one minute of my time.
After completing the 1–10 rating scale, I was directed to a brief survey page that asked a few more questions. Additionally, the survey suggested I record a brief video testimonial and upload it-a growing trend in customer testimonials that can be even more powerful than written ones.
Use apps to collect feedback
Depending on the website platform you use, you likely have access to tons of apps or plug-ins that can help you get positive customer testimonials up on your site. If you’re on Shopify, visit the Shopify App Store to see what’s available.
You’ll find apps with all sorts of capabilities, features, and functions. For example, you can install a post-purchase survey app that helps you automate reviews and push them onto your website.
You can display them virtually any way you like. Try a section on your homepage, on certain pages across the site, or as their own dedicated page.
Have you received positive reviews on the web? Gather and cross-post them to other channels, such as your website and social media channels such as Yelp, Google, and Facebook. You can do this manually or with a Shopify app like Social Testimonial Slider.
Start by doing a Google search or by looking through your public-facing pages on websites where reviews can be found. Put customer reviews on your website.
You can save time by using an app. Many apps will automatically search the web and update your website with your most recent customer testimonials, as opposed to doing so manually.