Social proofing your website – how customer testimonials boost online credibility

When countless brands compete for attention, and the rise of bite-sized content is here to stay, playing into these trends will determine whether you make it or break it. One powerful strategy to achieve this is through social proofing. Social proof, a psychological and social phenomenon where people copy the actions of others, is a vital tool for businesses aiming to enhance their online presence and drive sales. One of the most effective forms of social proof is short, bite-sized content such as videos – often called customer testimonial videos.

Having social proofing as part of your online strategy has the following effect: 

Trust building and credibility

Scepticism is a natural and healthy response. It helps us make decisions and sift through the ocean of information that the internet provides. Customer testimonial videos break this barrier by offering genuine, relatable experiences from real product or service users. It builds trust when potential customers see and hear others like them sharing positive experiences. This trust translates into credibility, making it more likely for visitors to consider your offerings seriously.

Demonstrating real-life benefits

Seeing is believing. Customer testimonial videos allow prospective buyers to see your product or service in action and understand its real-life benefits. Instead of abstract claims, viewers get concrete examples of how your offering has positively impacted others. This demonstration of tangible benefits helps eliminate doubts and provides clear evidence of your product or service's value.

Enhancing SEO and online visibility

Adding, for example, videos to your website improves your search engine optimisation (SEO). Search engines like Google favour websites with diverse content, including videos. Incorporating customer testimonial videos can increase visitors' time on your site, reduce bounce rates, and potentially improve your search rankings. Higher visibility in search results means more traffic and more opportunities to convert visitors into customers.

As attention spans are getting shorter and our need for authentic proof before making a decision grows, social proofing get more and more important. Creating a sense of urgency through social proof is just as effective as, for example, lowering prices. 

Here’s how to create social proof using customer testimonials that don’t suck

• Video beats text 🎥

• We have a tendency to favour videos when searching for content related to social proofing. 
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• Just be you ♥️

• Encourage authenticity by asking your customers to speak naturally about their experience. It can be blunt; it can be fun—that's okay! 
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• Tell a story 📜

• A compelling story always beats a list of benefits (pun intended since this is a list of benefits, but you get where we’re going here.)
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• Look at it from several angles 🕵️‍♀️

• To appeal to a broader audience, feature testimonials from different types of customers.
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• Length does matter ✂️

• Keep the testimonial concise and aim for one to two-minute long videos. This length conveys key points without losing the viewer's attention.
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• Mobile first 🤳

• Ensure your testimonials are mobile-friendly, as a significant portion of web traffic comes from mobile devices.

By making customer testimonial videos a cornerstone of your online sales and marketing strategy, you're not just telling potential customers about your value – you're showing them through the eyes of their peers. This powerful form of social proof is an invaluable asset in the competitive online business world.