Impactful Testimonials That Increase Conversion

Raven Brajdic, Content Writer @ Article-Writing.co
Posted On: August 13, 2018

During the conversion stage of the marketing funnel, your prospect is looking for a reason to pull the trigger and become a customer. After interacting with your brand and sifting through the resources you have offered (such as blog posts and social media content), your prospect is now likely turning to others in order to affirm their decision. This is where testimonials come in.

Did you know that 92% of customers read online reviews and testimonials during the purchasing process? These valuable anecdotes come from previous customers and share how your product or service provided a solution to their problem. When a customer interacts with this review, they’re 58% more likely to convert and actually generate 62% more revenue.

Here’s how to secure an impactful testimonial that increases conversions, and how to effectively utilize them to boost sales for your brand.

Ask Pointed Questions

In order to be effective, it’s important for testimonials to be authentic and tell a meaningful story that sways customers to make a final purchasing decision. Not every customer is a natural storyteller, so don’t be afraid to ask targeted questions that dive into what their experience was like.

Instead of asking a question that only warrants a “yes” or “no,” keep questions open-ended. For example, instead of asking if they were satisfied with their purchase, ask them what the biggest value they received was. Inquire about the results they have seen, and what led them to make a purchase in the first place.

Use Video

While written testimonials are extremely impactful, video provides an emotional connection for your customers. They lend credibility to your brand and can be more believable than written content that can be “written by anyone.” As a plus, this kind of content is highly shareable and provides an SEO boost for your website.

Once created, don’t forget to share your testimonial video on social media and in your next email newsletter. Research has found that including video in email increases click-through rates by 300% and reduces unsubscribe rates by 75%, making it more efficient than any other kind of content.

Pair with CTAs

To make your call-to-action more compelling and actionable, include a relevant testimonial along with what you’re asking customers for. For example, if your goal is to encourage customers to sign up for your latest webinar, include a testimonial from a customer who landed a major win after participating in a past session. If you are trying to encourage customers to download a recent whitepaper, include testimonials about how reading your content has helped customers improve their own business. Just make sure to keep the testimonial you offer within context and relevant to your CTA.

Customer testimonials can have a major impact on your conversion rate and improve the way prospects view your business. By experimenting with different ways to incorporate testimonials into your communications with your audience, your brand will be able to effectively build trust and help your customers make a buying decision.

Need help writing?

If writing expertly-crafted testimonials for your business isn’t your thing, you can always hire a professional content writing service like Article-Writing.co. We’ll take care of creating your content, so you can get back to growing your business and earning those glowing reviews.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.