Testimonials allow customers to share feedback about their experience with your brand, products, and more. Generally, they walk through challenges that a client was facing and describe how your company was able to provide an effective solution. 

So, what is the goal of a testimonial? Why are they such a valuable component of an effective marketing strategy? Keep reading to find out!

Build Trust with your Audience

One of the primary goals of a testimonial is to build trust with your audience. 

Studies have found that 90% of people are more willing to trust what a customer says about a brand versus what the business says about itself. That makes sense, right? You can boast about your products and services and explain how they solve everyday problems, but your audience will always be skeptical because you stand to make a profit if they believe you.

However, they can relate to your previous customers more personally and know they have nothing to gain by sharing an honest review about their experiences. That’s why shoppers spend up to 31% more with brands that have positive customer testimonials!

In other words, testimonials allow you to build trust and credibility with your audience.

Boost Conversion Rates

Another goal you should keep in mind when asking for customer testimonials is boosting conversion rates. A positive review can be one of the best ways to increase your sales, as a customer success story can persuade someone on the fence to finalize their purchase. 

Think about it this way – if you are looking for a product and it seems that everyone else has had a good experience with it, you will be more likely to choose that brand over a competitor with poor reviews. 95% of buyers will use reviews to influence purchasing decisions, so you must give them access to testimonials. 

Simply put, the more positive reviews you have about your products and services, the higher your conversion rates will be!

Improve the Customer Experience

Did you know that customer testimonials can also help you improve the customer experience? While this is not always the primary goal, it is necessary to consider the benefits provided. 

When customers share their feedback and describe their experiences with your brand, you can use that information to learn what works well and what does not. As a result, you can focus your efforts on ensuring you improve areas that need more work and continue to offer the benefits that your customers love.