You’ve probably done it yourself: followed a link into an online store looking for that thing you really need, only to be met by a mash-up of flashing lights, over-hyped text hawking sales that are ENDING IN 5 MINUTES!, chat windows spawned by Employee Janice, and pictures of 50 different versions of that thing you really need. What do you do?
If you’re like most of us, you dive into the comments to find out what’s really going on. According to Search Engine Land, 88% of e-commerce customers trust online reviews as much as they do personal recommendations. Part of it is a distrust of sales people and marketing pushes in general. Couple that with the concept of social proof — these people are all loving this, so it must be good — and you have stumbled upon a powerful tool within easy reach of all consumers.
Online comments and reviews, or testimonials, can also be a boon to businesses. Not only can testimonials help you move products, but they can also bolster your legitimacy as a business. Having an online testimonials page is one of the best marketing tools that you should be using. But where do you start?