Testimonials: how to use them to improve copywriting

The importance of testimonials in copywriting

Testimonials play a crucial role in persuasive writing in marketing. When a potential customer reads the opinions of other users who have already tried a product or service, he or she is more likely to trust the company and make a purchase decision. These, in fact, offer a form of trustworthiness, showing that other people have had positive experiences with the product or service in question.

A concrete example of how these can improve the results of your copywriting strategy can be found in e-commerce landing pages. When a visitor comes to a product page and sees positive reviews from other customers, he or she is more likely to proceed with a purchase. In this case, testimonials act as an element of social recognition that reinforces the visitor’s belief in the quality of the product.

Types of online reviews

There are several types of online reviews that can be used to improve copywriting. These include:

1. Written: these are the classic reviews in which customers share their experience with the product or service through written text. These can be found on e-commerce sites, rating sites such as Trustpilot or Capterra, dedicated blogs or forums.
2. Video: in this case, customers share their experience through a video, offering a more personal and engaging approach. Videos can be uploaded to platforms such as YouTube, Vimeo or directly to the company’s website. This type of review is becoming very popular because of its power in terms of conversions, through the use of UGC (User Generated Content).
3. Star ratings: this is a rating system in which customers assign a score (usually 1 to 5 stars) based on their experience with the product or service. This system provides a quick overview of the perceived quality of the product or service.

Creating a catchy title

A key element in copywriting is creating a catchy headline that captures the reader’s attention and invites him or her to read the entire content. When using testimonials in your copy, try to create headlines that emphasize the positive impact your product or service has had on users. For example, a headline such as “Learn how our product has transformed the lives of hundreds of customers” uses social proof through experiences to grab the reader’s attention and invite them to find out more about the product.

How to increase the effectiveness of your copy with testimonials

Among the copywriting techniques we have already discussed in another article, the use of testimonials is certainly one of the most powerful. So let’s see how to use them to increase the effectiveness of your copy.

1. Use authentic and detailed testimonials: When you include them in your copy, make sure they are authentic and detailed. This increases the reader’s credibility and trust in your product or service. For example, instead of using a generic review such as “Great product!” opt for something more specific such as “This product has greatly improved my productivity and helped me save valuable time.”
2. Include them in the different sections of your site: Don’t just include testimonials on a specific page of your website. Scatter them in different sections, such as on the home page, product pages and blog, to constantly show social proof to visitors.
3. Use images and videos: Visual testimonials, such as pictures and videos, can be especially effective in conveying customer satisfaction. For example, a video of a customer showing how they used your product and were delighted with it can be very persuasive to potential buyers.
4. Emphasize the key benefits of your product or service: When using testimonials in copywriting, be sure to emphasize the key benefits of your product or service. This helps the reader quickly understand the value he or she can get from the purchase.
5. Include a winning call-to-action: After presenting what users are saying about your product or service and showing the benefits it offers, encourage the reader to take an action, such as making a purchase or signing up for your newsletter. For example, you could write, “Join thousands of satisfied customers and try our product today!”

If you want to learn more about copywriting techniques you can read our dedicated article.

Basecamp case study

In 2012, sales management software company Basecamp conducted an experiment in which it added customer reviews to its home page. The results showed a 102% increase in conversions over the previous version. This case study demonstrates the power of testimonials in convincing visitors to try a product or service.

Casper case study

Another example comes from online mattress company Casper, which has used them as a central element of its marketing strategy. Casper has collected thousands of positive evaluations and placed them on its website, social media, and advertising campaigns. This testimonial-based approach has helped to position Casper as a trusted and valued brand in the mattress industry, leading to a significant increase in sales and brand awareness.

Amazon case study

Amazon leverages customer reviews as an integral part of its marketing and sales strategy. In fact, these are present on every product page and are used to help customers make informed and confident purchasing decisions. In addition, Amazon uses them to identify and promote high-quality products, improve the user experience, and build a community of confident and engaged consumers. Through this strategy, it has been able to consolidate its leading position in the e-commerce industry and create an environment where consumers feel supported and guided during the purchasing process.

Airbnb case study

An emblematic case study is that of Airbnb, the well-known platform for sharing accommodation among individuals. To ensure that guests have a positive experience and to increase mutual trust between hosts and travelers, Airbnb has made reviews one of the key elements of its strategy. Both guests and hosts can leave them detailed about each other, concerning aspects such as cleanliness, communication, and quality of accommodation.

This two-way evaluation system creates an environment of transparency and accountability, incentivizing users to behave in accordance with the rules and expectations of the community. Ratings on Airbnb not only increase trust among users, but also help improve the overall quality of services offered by the platform. Through this evidence-based approach, Airbnb has managed to build a solid reputation in the hospitality industry and become a major alternative to traditional hotels.

Conclusions

Testimonials are an essential element in copywriting. By taking advantage of the different types of online reviews and using effective persuasive writing techniques, you can greatly improve customer confidence in the products or services you offer and increase conversions. Remember to use authentic, detailed testimonials, place them in different sections of your website, emphasize key benefits of your product or service, and include a winning call-to-action to maximize the effectiveness of your testimonial-based marketing strategy. Real-world examples and case studies show that this form of social proof can make all the difference in the success of your copywriting campaigns.