5 Incredible Facts about Customer Testimonials

Customer testimonials are powerful tools to building trust and credibility, as well as boldly increasing website conversions. There have been case studies published, survey results explained, and plenty of customer testimonials given about customer testimonials.

Below, some of the top facts about customer testimonials:

  • Customer testimonials are more effective than analysts’ reports

Unbiased, third party analysts exist to provide their opinion (and charge heavily for doing so). But, surprisingly, a recent survey has proven that their content is less effective than the “voice of the customer.”


Recent research by TechValidate discovered that 94% of B2B marketing and sales professionals rated content sourced from real customers (like customer testimonials) as “very effective” or “extremely effective.” By contrast, only 54% of 3rd party analyst content was rated the same way.

  • Customer testimonials significantly contribute to purchase decisions

78% of Americans report that online reviews help them decide whether they should purchase a product, according to a study by Ipsos Open Thinking Exchange (OTX)

In another study about consumer holiday shopping, 98% of US adults found user-generated reviews helpful to their holiday shopping decisions.

And, research shows that the significance of reviews increases with income and education levels. 81% of high-income households rely on online reviews, compared to 66% of lower-income families. Similar numbers show that 83% of highly educated people rely on reviews more than those with less schooling, who still come in at a staggering 75%.

Though Americans are more likely to rely on customer testimonials, other countries are not far behind. In Turkey, for example, 79% of business owners surveyed there very much agree that online product reviews influence their purchase decisions.

Yet another report found that 90% of respondents claimed that positive online reviews influenced buying decisions.

According to Nielsen, which surveyed more than 28,000 Internet respondents in 56 countries, 92% of consumers around the world say they trust earned media (like testimonials) above all other forms of advertising.

  • Customer testimonials increase CTR

Online marketers endlessly yearning to improve their click-through rates are now focusing on reviews and testimonials. In a study conducted by Google, listings that had 3+ star reviews took 87% of the clicks. And 62% of those went to the listing with the highest number of reviews.

  • Customer testimonials increase conversions

In a case study of WikiJob.co.uk, the UK’s largest graduate jobs website, the site added 3 testimonials to a landing page and saw sales increase by 34%.

More research found that when Express Watches decided to add customer testimonials to their product pages, sales increased by 58%.

In another test, testimonials by powerful influencers (with photos) were placed above and below the call to action for an e-book download. The combination of powerful testimonials and optimal positioning led to a 64% increase in ebook downloads.

  • Customer testimonials and reviews are better lead generators than case studies

B2B Marketers often invest a lot of resources in curating case studies. In a 2013 LinkedIn study, it was discovered that customer testimonials and case studies are considered the two most effective content marketing tactics. 2014 research from CMI and Marketing Profs found that 73% percent of marketers use case studies, and 65% feel they are an effective tactic.

But, the trend today is favoring customer testimonials over case studies. In Pardot’s 2013 State of Demand Generation study, almost 80% of B2B buyers use search to begin business purchase process. As in-depth review content proliferates, it is likely to rank higher on search engine results pages (SERPs) than case studies will.

As we explored in the first point, customer generated content, like testimonials, is trusted far more than analyst reports or vendor-generated content like case studies.

Customer Testimonials for Every Site

The research and statistics show us that reviews and testimonials increase CTRs, raise conversions, generate leads, and great contribute to purchase decisions. The facts and figures cannot be argued: customer testimonials work.

To make sure they work best for your site, be sure that your testimonials are placed well on your page, selected from target audience, include photos or videos, and are socially proven.

Click here to add socially-proofed testimonials to your website in 5 easy steps.



Originally published at Spectoos.