How Do Customer Testimonial Videos Impact Conversion Rates
Looking to develop brand recognition and increase conversion rates on your product or service? A well-made customer testimonial can do just that. It is one way to promote what your company has to offer in an authentic, sincere way.
The one thing it does for sure is separate your product or service from similar competitors. Testimonial videos help you bridge the gap between the consideration stage and the desired action.
How Do Customer Testimonial Videos Increase Conversion?
You know you need a way of zeroing in on prospective clients. Maybe they’ve checked you out already, but they aren’t convinced they need your product or service specifically. How do you convince them otherwise?
Video content is a powerful tool that helps attract, engage, and nurture users toward a sale, but a customer testimonial is key in actually helping prospects convert. Just take a look at some of the numbers:
- Customer testimonials are the most effective form of content, coming in at an 89 percent effectiveness rating.
- Brands that inspire a higher emotional intensity receive three times as much word-of-mouth as less emotionally connected brands.
- 56% of users say customer testimonials are helpful in the decision-making stage.
- Of consumers surveyed, 72 percent say positive reviews and testimonials make them trust a business more.
- Eighty-four percent of people say they trust consumer reviews just as much as they would trust a recommendation from a friend.
But Wait, There’s More: The Many Benefits of Customer Testimonials
Collecting customer testimonials has an undeniable impact on buyer decisions, but there are a few other benefits we need to talk about.
1. They Increase Click-Through Rate (CTR)
Trying to entice a prospect to click?
A few good testimonials should do the trick.
In a study with Google, BrightLocal found that 5-star ratings boost search CTRs by 28%.
2. They Increase Leads
Even better, good testimonials extend beyond a click. They’re well-known for helping to increase leads.
The result? Yes, lower priced items still convert well, but expensive items that were given customer reviews saw a 380% increase in conversion rate, compared to a 190% increase in conversion rate for the lower priced items.
3. They boost lead generation (even for B2Bs)
In the battle between case studies and user reviews, user reviews win every time.
Why? Because many users find case studies to be “fairy tales” and “propaganda,” full of “sales spin” or even “fabricated,” according to a study conducted by TrustRadius.
In fact, in a direct comparison, “buyers said reviews were more authentic, trustworthy and balanced than case studies.”
Not only that, but survey takers also responded that client testimonials were described as impacting multiple stages of the buying process as well as being more personal and reflective of the real-world experience.
4. They Can Boost SEO
Reviews and testimonials can have a major impact on your overall SEO – especially for a local business.
According to MOZ’s Local Search Ranking Factors Survey, online reviews are thought to make up 10% of how Google and other search engines decide to rank search results.
How Much Does it Cost to Make a Video
If you’re a small business, a poor quality video could cost your business. It won’t bankrupt you, but poor videos may drive prospective customers to purchase from competitors, and you slowly losing visibility in your market.
If you’d like to know if, how, and what videos are most successful at selling your product, that information is all based in your analyzing your analytics. My specialty with Houston Video is producing and optimizing content based on analytics.
Let’s set up a free consultation to discuss designing a video to best help your business.