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The Role of Testimonials in Building Customer’s Trust
The Role of Testimonials in Building Customer’s Trust
Luisa avatar
Written by Luisa
Updated over a week ago

1. What are testimonials?

A testimonial is a statement from a past customer that describes how a product or service helped them. An effective testimonial is from a satisfied customer who uses and enjoys your product, which can then in turn increase sales. Testimonials share personal customer experiences with potential and interested customers who rely on their voices and statements to form an opinion about your product.

2. Why are testimonials an important factor in building customer’s trust?

If your website only contains messages about the products from your own business, the customer might feel like the information about your products might be one-sided. But when you present customer reviews, where customers retell the experiences they had with your products and service, your prospective clients will feel seen and spoken to. They will probably feel like they would have a similar positive experience as was described by your current customers, which will lead them to make the buying decision.

3. How can you use testimonials to increase customer interaction with your products?

Displaying customer reviews directly on the website influences the decision-making process of your customers positively as they heavily rely on the testimonials, looking out for social proof that assures the buying decision they are going to make.

Furthermore, you can feature customer testimonials on your social media accounts, such as Instagram and Facebook which increase the visibility of the reviews and in turn attracts the interest of more, new customers. You can post a customer review on Facebook and thank them for it, to show the personal connection that you have to your customers which is appealing to potential clients.

You can use your customer testimonials for your FAIRLING ads as well, potential customers can see how well clients react to your products and this will increase their interest and influence their buying decision positively.

Here is an example of how you could integrate customer testimonials into your FAIRLING advertisement:

4. Who should you ask for a testimonial?

A testimonial should be more than just a two-line review, it should portray the story and voice behind the review.

Customers who are ideal for giving a testimonial are customers who belong to a similar target group as the rest of your customer base, as their reviews will be more relatable to them. Furthermore, the customers who believe that your product is essential and solves their problems: having an open conversation with this type of customer can help you learn why they chose your product which in turn can help you understand the consumers’ point of view.

5. When should you ask for a testimonial?

A testimonial should be given right after the customer’s first experience with the product, i.e. while it’s still fresh in their mind. Therefore, sending your customers a follow-up email, asking them how they are enjoying the product, what led them to make the buying decision, and whether they have any tips for improving your current buying process.

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