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Why Testimonials are the Most Effective Marketing Tactic (Infographic)

Testimonials are a powerful tactic that marketers are utilizing today. And that's because they help create a more emotional appeal to your brand.


Consumers trust other consumer's experiences way more than direct marketing and that's because their behaviors are far more credible and natural. With that being said, we want to further highlight just why testimonials are the most effective marketing tactic.


Trust in testimonials is rising


88% of consumers have said that they trust online testimonials as much as personal recommendations, whereas that percentage was just 79% back in 2013. A mere 13% have said that they do not trust testimonials as much as personal recommendations, whereas it was higher in 2013 at 21%.


Almost 9 in 10 consumers have said that an online testimonial is equally as important as a personal recommendation. While word-of-mouth is still viewed as the most popular way of recommending a business, this stat really highlights the value of a positive testimonial.


Testimonials influence buying decisions


A new survey by Dimensional Research found that 90%(!) of respondents who read online testimonials said that positive online reviews influenced their ultimate buying decisions, while 86% said that buying decisions were influenced by negative online reviews.


And it doesn't stop there.


  • A one-star rating increase on the platform leads to a 5-9% increase in revenue.

  • Customers are willing to spend 31% more on a business with excellent reviews.

  • 92% of B2B buyers are more likely to purchase a product after reading a trusted testimonial.


Appeal to visual learners


Videos are continuing to grow as a powerful tool for brands that are looking to communicate more easily with their audience. Marketers are beginning to realize that videos are an effective strategy. In fact, 11% more B2C marketers than B2B marketers have said that visual content is the most important type of content today.


Most effective marketing strategy


According to 89% of B2B marketers, customer testimonials and case studies are considered the most effective content marketing strategy. And when examining video testimonials alone, we can see that they are more engaging and convincing - this directly leads to visitors on your site staying for longer which leads to a higher percentage of them making a purchase. And as its a marketer's job to convert potential customers into paying ones, they need to be utilizing the voice of their greatest resource, their customers.


The bottom line, testimonials have been shown to greatly raise credibility, lead generation, and customer retention just by using the positive behaviors of existing customers.

The experts at VoC On-Demand are ready to help you effectively execute your own Voice of Customer Marketing program.

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