The Testimonials Page - Why It’s So Important?
A number of factors play an important role in customers’ decision whether to buy or not to buy a product or service. But there are two which tend to have a particularly important role. The first is, of course, the price factor, which is completely understandable. After all, why pay more if you don’t have to? If the price is right, most people focus on the second most important thing - credibility. No matter how competitive your prices are, you are unlikely to turn your website visitors into buyers if they are not convinced that they are getting the best value for their money. And this is where the testimonials page often plays a crucial role.
The Link Between Testimonials and Credibility
The online market is gigantic. There are hundreds of thousands of businesses, both small family companies and large multinational corporations, competing for their share at relatively equal terms. By providing a virtually endless choice, this also makes it extremely difficult on the consumers to decide whom to trust.
Consumers use all sorts of criteria to make their choice but the majority almost always look for other people’s opinion/experience in the form of product reviews and testimonials. If these are favourable, they are highly likely to make a purchase because they see them as the proof of your claims. Obviously, they are unlikely to buy anything from you if the testimonials are mostly negative. The same counts if you lack the testimonials page because you leave your prospective buyers with nothing but your word.
Endorsing Testimonials Don’t Automatically Generate Trust and Credibility
Just because you have plenty of testimonials praising your company and products/service that doesn’t necessarily mean they generate trust and credibility. If you want prospective buyers to find you credible, they need to believe that the testimonials are true and authentic. If they don’t trust the testimonials, you can have as many endorsements as you like but you won’t convince them to buy. In contrast, a few skillfully written and well presented testimonials can persuade even the most sceptic visitors and turn them into buyers.
You are highly recommended to resist the temptation to write the testimonials yourself. But in order for them to make a stronger impression, you may provide suggestions and advice on how to write them to all who responded positively to your request to write a testimonial. You may also provide a few samples with guidelines on how to write a compelling and trustworthy endorsement.