Use Testimonials to Increase Your Conversion Rate
Posted on March 25, 2008 by
Adie 
Affiliate Marketing, Internet Marketing 
3 Comments
One of the best ways to build trust online is to use testimonials or endorsements from satisfied customers. But most marketers would think that since testimonials are so easy to fake, people would never believe them. The opposite can be true though if it is used carefully to the target audience.
The main function of a testimonial is basically to catch the attention of the reader while conveying benefits at the same time. Keep in mind though that the most important thing in using testimonials is establishing credibility. If the testimonial sound something like “this is the best product in the whole wide world”, chances are, the reader will just snort in derision. However, if you are wise enough to use testimonials that came from actual customers, your conversion rate can increase dramatically.
The placement of these testimonials is also essential so don’t cram all testimonials together in one page. Try to space them out to deal with different customer concern and objections. For example, if a testimonial reads, “this XY product was worth every cent”; put this particular testimonial in the page where the price is indicated since some customers might think that the price is too expensive for them. Make them see the value of the product and not just the price of it.
Most of all though, don’t ever use fake testimonials because it can destroy your customer’s trust in your product and in your company. Testimonials are actually rather easy to get if you offer great products or services. Some satisfied customers will send e-mails and feedback as their way of saying thanks for the benefit they experienced. On the other hand, you can also ask for evaluation every time a customer buys your product; you can include the positive points they indicate but remember to ask for their permission before you use it as a marketing material as well.
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I am always skeptical of testimonials unless there is some kind of proof of them using the service. Whether it was written to press, or on that persons websites. Something to validate what the testimonial is saying.
Only time I’ll ever trust a testimonial is if the product was made by someone I trust. Otherwise - heck no. I think one thing I do trust a bit more are quotes from reviews about the product on sites and blogs.
I would only trust a testimonial if i see any proof like website than i might contact the person to talk about the product i am buying, To make my self sure!