How much attention did you pay to the customer testimonial section on your website or brochure?
If it is just ‘another’ section, it’s time for a re-look.
According to a recent McKinsey study on the contemporary Asian consumer, people are doing their research online while buying offline. So, what they read online – reviews, testimonials, product ratings – can influence their purchase decision.
Perhaps it’s not a revelation. People have recognised the power of testimonials; even LinkedIn lets you use them on your profile. But, many websites and brochures are yet to make the most of them.
Here are a few points to help make testimonials on your website more effective.
- Instead of describing how great your work was in general terms, ask the customer to share an instance. An example creates a clear picture.
- Cut out the jargon. Make the testimonial seem like lines from a friendly conversation. It will be easier to read, register, and remember.
- If possible, present them differently. Use a handwriting font, place it on a scroll, or give it the feel of a letter. It breaks the monotony of the pages, attracts attention, and creates a warm, personal connect.
- Don’t restrict them to a page or a section; let them come alive on multiple pages. They make for great blurbs, callouts, and even sub-heads. You can even use them as design elements – they’ll look good, and if what they say is good too, it’s more points for your company.
