“OMG these guys are great. You really must use them.”
– real customer, not an actor –
Testimonial videos are a fantastic approach sing your own praise without saying it yourself. But have you ever truly believed the authenticity of a customer who comes at you with endless praise, product features. It’s a hard sell and customers leave once they realize they were tricked into watching a pitch. You can often see this as a drop-off in the viewer retention.
Effective testimonials should instead be viewed as an opportunity to speak about results rather than product features. Allow the customer the opportunity to mentor their peers. They were facing a similar issue or frustration and they found your product helped overcome that problem. But with that problem solved, their business is now different. Let’s tell the story of their achievements. A result they didn’t realize would occur from solving the problem. They’re able to work more profitable projects, hire more people, or spend more time home with their family. It’s a subtle change, but very potent.
Houston Video has produced over 800 client testimonial videos. When the proper strategy is employed, we have created testimonial videos with a 90% retention rate, and which have a clear impact to the conversion rate on the page. Contact Houston Video for a free consultation on how we can help produce some of the most valuable content for your website.
Alone We Can Do So Little. Together We Can Do So Much – Helen Keller
