More than 10 years ago, Amazon provided customer feedback with its own platform of above normal visibility for that moment. Risking the legion of trolls and negative comments, Amazon left the success of the products in the hands of critics who praised or dismissed each one of them.
The move went well for them, and despite the informal relationship that the seller and the client maintain in the giant marketplace, those comments generated greater confidence in the consumer than the one generated even in the warm communication that exists in online stores with a single seller.
The statistics provided by a study carried out by confirm that indeed Testimonials from buyers are by far the cause of the success or failure of a product:
- 92% of consumers read testimonials from other consumers before deciding
- More than 50 reviews on a product raise the 4.6%
- Having testimonials on the product page ranks in Google. Not only because it increases the content and therefore creates the so appreciated by Google “fresh content”, but because commented products are favored in the SERPs (Google search results).
But… how do I get testimonials about my company or product?
There is a belief that testimonials are achieved on the product page, and this can only be done by websites with a lot of traffic. Companies that have a modest eCommerce have to get reviews anywhere. We can get testimonials from just about anywhere on the web where web surfers can weigh in:
- Youtube. Either because they name your product in the same video or in the comments.
- Google. These testimonials associated with local searches are of vital importance for the most local public.
- yelp. It is not as popular in Spain as it is in the USA, but many people consult it, especially to buy in physical stores.
- Facebook.
- Newspaper articles.
- Other websites and apps in which comments play a fundamental role, such as Tripadvisoretc…
What do I do with the testimonials?
Well, I already have good reviews on the net. How do I use them for build trust letting people know that others think my product is great? There are many ways to use these positive testimonials to our advantage, but if we focus on our own website, we can do the following:
1.Put the testimonials on the main page
This is a very classic way of using positive reviews and building trust, as in this image from the website of Catinfog.
2.Insert the testimonials on the product page
Even a screen print it’s a good way to collect positive reviews on the product page.
3. Interview the satisfied customer and create a “Case Study”
4.Place a strip with the newspapers that have talked about your product
5. “Own” testimonials about the products you sell
On many occasions you do not need the comments to refer to your company, and you do not even need the public to generate them on your website. If you sell products that your company does not produce and someone has given their opinion about them on the network, you can “appropriate” that criticism to create value for your client as long as you cite the source. Perhaps the funniest and really original case that I have found is that of this library:
Everything is data driven and agile. Books are sold alongside customer reviews within the displays.
— Paul Shapiro (@fighto)
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