The Power of Testimonials and Reviews

CRO & UX Article

Testimonials from happy customers are something that can not be underestimated. Acting as a form of social proof, the opinions of users of various products act as a vehicle to promote your brand. Additionally this form of storytelling is a great method of increasing brand awareness, as not only are people sharing their positive experiences with your products, but it grabs the attention of potential consumers in a different way compared to traditional marketing efforts.

It is reported that prospective customers view 10 reviews before they trust a local business, with 86% of consumers reading reviews online before committing to a purchase. So therefore the need for these testimonials and reviews on websites, social media and in advertisement are imperative.

What makes them so effective?

As already mentioned testimonials are a powerful form of storytelling that connect emotionally with the individual as it makes the ad relatable, solving a common problem. Additionally this lasts longer in the mind of the consumer, increasing it’s likelihood of being discussed with peers, in turn boosting your brand image. A win win if you ask me!

Here's some stats to support reasons as to why to have testimonials and reviews

Using customer testimonials regularly can generate approximately 62% more revenue

Customer testimonials placed alongside more expensive items increased conversion rates 380%

On average, testimonials on sales pages increase conversions by 34%

Websites using testimonials saw a 45% increase in traffic compared to those who didn’t

Businesses with 5 stars earned 69% of total clicks amongst top Google listings

Examples of Testimonials

Here's a selection of reviews from different industries

Research from Trustpilot

Trustpilot is a well known and well trusted review site that many businesses use as social proof within their marketing to encourage traffic and sales. There are a plethora of reasons as to why to incorporate Trustpilot reviews into your site. Here’s some statistics from the organisation to back this up:

UK consumers are 4 times more likely to click a Trustpilot co-branded ad showing a 5 star rating, a high number of reviews and customer testimonials

Having all 3 of these components is extremely impactful for businesses, resulting in increased CTR.

But even if you don’t have all 3 elements, reviews and trustpilot still offer many pros:

Trustpilot logo & stars make an ad 2X more persuasive
Uk consumers 55% more likely to click through when a Trustpilot score is shown
3X more likely to click ad with a customer review visible

Conclusion

So to wrap everything up, reviews and testimonials from customers act as a great vehicle for boosting your brand, improving the image and awareness which translates to more and higher conversions