Don’t kid yourself into thinking that your viewers believe your testimonials are real and genuine.
Any website that hosts its own testimonials has the opportunity to molest and curate its own testimonials and every viewer knows it.
If everybody knows you can alter and curate your testimonials, is there any point in having them in the first place? Probably not, but if you are dead set on having testimonials on your website, then you need to make testimonials more persuasive.
There are three rules to make testimonials more persuasive that you can start using today.
Use A Long-Form Testimonial That Goes Into Intimate Detail
The very idea that a long testimonial is more persuasive than a shorter one seems silly because most people would assume that a longer testimonial is more likely to have been written by the company’s marketing department rather than a genuine customer. However, there is a cognitive dissonance that occurs when people read larger testimonials.
Despite the fact that the user probably believes the longer testimonial was written by a member of the website’s own staff, the fact is that the user is still more likely to read the longer review than any of the shorter reviews. This is especially true if the testimonial has headings, and things such as lists, alternative purchases, and pros & cons sections.
It is better to have a semi-convincing review that is long and read by the user, rather than a series of smaller very-convincing reviews that are not read by the user.
Name All The Bad Stuff And Convert Them Into Selling Points
When most people shop online, they do not read the hundreds of positive reviews. They search out the negative reviews. People do this because most people are aware that reviews and testimonials can be bought.
You may do it by giving negative points and making them illogical, or you may answer negative reviews with selling points.
“This book on “Sixteen Ways To Cook Beef” was full of tasty ideas, but I was very disappointed that they didn’t offer vegetarian alternatives.”
You can allow negative reviews and then offer replies that create selling points. If done correctly, this can be a very powerful way to sell your product.
Do not make the mistake of asking the reviewer to contact your company via the replies because that is what all of the worst companies say.
Testimonial – I received the second-hand DVD and it is scratched. It only works on my PC and not on my DVD player.
Reply – Thank you for letting us know, we will issue a refund right away. Also, we have invested in DVD cleaning machines. Every second-hand DVD we sell will now be cleared of scratches prior to being sent out.
Allow Anybody To Leave A Testimonial And A Reply And Have It Post Immediately
A big part of making a testimonial believable is less about what is written and more about how the testimonial came to life. If you can prove to people that what regular people are writing is what is coming up on your testimonial page, then you may be able to convince people that your testimonials are real.
Any visitor should be able to leave a testimonial without having to sign in and without having to buy something. It should be clearly obvious to the user that he or she may start writing a testimonial right away, and that the user doesn’t need to have an account.
What is just as important is what happens after the user clicks to submit the review. If the system says that the testimonial is awaiting moderation, then the user will give up on the website and probably continue to believe that the testimonials on the website are curated. However, if the testimonial appears right away on the web page, then the user will have a hard time denying that genuine testimonials must exist on your website.
You can use spam-catching tools to prevent obvious spam, and you can also go through the latest testimonials every few days to delete the trolls.
A small price to pay for a huge increase in trust.
PS. My mom says it’s the best newsletter she’s ever seen.
PPS. She also says she doesn’t really understand what I do but let’s focus on the first statement.