With new and old businesses out there, they're all asking how they can gain new clients through their websites and turn them into loyal lifetime buyers. You could have a great product, and amazing website and even have the best product packaging in the world. You could have all of this, but if you don't have something that shows what other people are saying about your website, you're losing sales.
There's no secret when it comes to social proof being a selling factor. There are plenty of websites that are actually implementing schema markup and also showing a star rating on their search engine listings in order to convince people to buy even before they land on the website itself. Someone needs to see that another person purchased before them and had a good experience before they will open up their wallets. For this reason it's tough for new companies to get started, but it's so rewarding when you start to get your own positive reviews
Why is it so important?
Not as many websites as you would think actually harness the power of testimonials on their websites, which results in a missed opportunity in the long run. Whenever I'm working with a new client, I will always set something up that will help capture those positive reviews and add them to the clients website. This helps in many ways, such as:
Testimonials add credibility to your website and what you're selling
People look for online reviews prior to making an purchasing decision
Social proof is good for branding (usually) because it adds great text around your brand name
You strengthen the relationship between you and your buyer by asking them their experience with your product or service and how you can make it better.
What kinds of testimonials should you get from your buyers?
When it comes to gathering testimonials and reviews from your current clients and buyers, the one liners such as "Great Service!" won't help a whole lot, but they do work on a small scale. What you'll want to do is...
Surveys: About 3 days after your buyer recieves their product or service, send them a survey that covers everything. If they were happy with the product, they will usually fill out the short survey and this is where you get your content You can also give out coupon codes in order to encourage a person to fill out the survey ;)
Social Media Posts/Shares: You can ask your clients and buyers to share on their social media profiles. The best trick I can give you for this is to have them add a specific tag to the post that will link back to your business, for tracking purposes. Of course before you use one of these testimonials or shares, you will need to get permission from the person before adding it to your website.
Send out free products or services: This is a great way to get influencers reviewing your product or service. You're basically giving them a free item or service in exchange for a review (usually positive) and this helps on a couple levels. Of course the positive content for your website but it also helps gain a few more sales from the influencers already large following
Pull from other websites: This is the most common practice of getting social proof added to your website. People will go to websites like Yelp and SuperPages in order to pull positive reviews from actual people and then add these snippets to their websites.
You will always need positive testimonials on your website in order to increase your sales and return sales. People want to know that others have already made a purchasing decision and that they had a good time with your website or company. If you don't have testimonials on your website, you're just going to give sales away to your competitors.