Using testimonials to generate solid website trust

Testimonials

TestimonialsOpinions count – real and genuine opinions from people who have experienced something and pass it on to others.

It’s the magic ingredient behind the success of some of the world’s most successful websites (such as Amazon, TripAdvisor, Booking.com and many more), and the reason it works is it creates that essential element called trust.

There’s always a degree of wariness among people visiting a new website or perhaps considering buying a product from one they regularly visit. That’s because they’re just not sure – but all it takes is a little honesty in the form of testimonials to persuade them to go ahead.

It’s why the big sites rely so heavily on testimonials to build brand advocacy, and why when you buy something from them, you’ll get a follow-up email asking you to comment on the product or service. Travel and hospitality sites especially benefit from testimonials, because they give honest reports about accommodation that people may not have stayed at before and so are wary about making a blind booking.

People trust testimonials primarily because they know they’re not marketing messages and are therefore not selling them anything. The person providing the feedback has nothing to gain other than the pleasure of helping someone else to make a choice. It’s one thing for a website to tell you how great their products or services are, but it’s so much more impactful when adulation comes in the form of a glowing customer review.

Placing testimonials on the homepage gives immediate impact and helps to build website trust straight away. However, the devil really is in the detail. Something general and bland like « Great product! » doesn’t really say all that much to anyone. To be advantageous, the feedback needs to contain reasons why the buyer liked the product and how they really liked using the website. Properly and succinctly explained, it will goad people into action.

A warning: don’t be tempted to make up testimonials – people will see right through them and they’ll backfire, and your reputation will be in tatters. Instead, start out slowly and gather feedback as you get new visitors and customers. It’s all about trust, so trust your customers to give you their valuable opinions.

Get testimonials from your customers – sign up for Guestbook today.

Luis Ribeiro
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Luis Ribeiro

Co-founder chez HotelBuzz & GuestBook
I am an hotelier specialized in hotel web marketing with over six years of experience in the hospitality industry, digital marketing, hotel e-commerce and business development. See more at https://ch.linkedin.com/in/ribeiroluiscarlos
Luis Ribeiro
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About The Author

Luis Ribeiro

I am an hotelier specialized in hotel web marketing with over six years of experience in the hospitality industry, digital marketing, hotel e-commerce and business development. See more at https://ch.linkedin.com/in/ribeiroluiscarlos

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