Why testimonial pages don’t work

Dec 16, 2021 | Reputation & Reviews, Small Business Marketing

 

Towards the completion of last year, we blogged about the growing importance of online client reviews, and worried why it was an important organization opportunity, not to be missed. The evaluation score is among many ranking elements Google utilizes within its algorithm: the better the score the more possibility of ranking higher in web search or map outcomes, and as a result being seen. According to Nielsen’s “Global Survey of Trust in Advertising”, individual suggestion (trusted to some degree by 81% of participants) remains the most relied on kind of advertising or interaction, with the trustworthiness gap expanding in between it and other formats. It now stands alone as the only format relied on by more than 60% of participants. ‘Consumer opinions online’ (58%) is now the second most relied on format (up from fourth 2 years ago).

But for one reason or another, lots of services continue to host online reviews and reviews within their own website. The fact is, it’s an outdated technique, which the majority of customers no longer wish to see. The initial purpose of a reviews page made sense till a couple of years ago, when people were researching and consuming info in a linear style. But the manner in which clients search for info has actually changed, and they want to check out truthful, objective reviews on third-party sites. In the eyes these days’s consumers, testimonials do not work. They lack credibility, recency and trust. Normally speaking, testimonial pages are a place for organizations to display their glowing reviews, with the poor ones rarely seeing the light of day. The chances are that if your organization has a testimonials page, its traffic figures will have steadily decreased a lot over the past couple of years, that is probably just collecting dust.

A Better Way

What’s better than a testimonials page is a ‘reviews’ section within your website, linking to 3rd-party, trusted reviews*. It makes good sense to put Google at the top of the list, since these evaluations are the most visible within search, and usually what people want to see. Listed below this, link to other vertical directory sites that will be of interest to your customers. So for instance, if you’re in the travel, hotel, airline, home entertainment, or dining establishment markets, TripAdvisor is a ‘must’. The key to an effective profile on TripAdvisor is making it as near the top of its appeal index as possible, so that people searching for details in a specific location see your listing.

*Make sure links open in a new browser tab so that you aren’t pushing clients off of your pages.

According to TripAdvisor, the popularity ranking algorithm is based on three key parts: amount, quality, and age of reviews (with recent evaluations carrying more weight). Yahoo! Local Listings are likewise worth including, receiving approximately 10% of market share still. YouTube can is likewise an influential review channel in some markets, such as style and beauty, therefore if your consumers are choosing to produce video reviews, you can add these videos to your channel as Favourites, and link to your channel within your ‘evaluations’ page.

Send Your Customers Where You Want Them to Go

Create a system to follow up with customers as soon as they’ve used your business or service, and welcome them to compose a truthful evaluation. One benefit of doing it this way is that you can send people to the specific site where you would prefer them to leave a review. So if you don’t have enough Google reviews, you can steer them to your Google reviews page.

When you have feel you have enough positive reviews on Google*, you can then start to diversify, and offer a choice of review sites. If you are looking to build your Facebook profile, for instance, you might motivate fans to leave evaluations there.

* “Enough” is a number based on your local competitors. It’s different for everyone.

Let your clients do the talking

When served up properly, consumer reviews are a really powerful trust signal. But customers have lost faith in the “hand-picked” reviews you select for them. Thus, putting up genuine consumer reviews – those they can verify on third-party sites — will guarantee they have what they require in their research and decision phase.