A client testimonial is a powerful way for brands to show how their products or services have positively impacted their customers. And because testimonials are in a client's own words, the statements typically come across as especially authentic and valuable for potential customers to see.
A testimonial is slightly different from a review in that it's generally content the company explicitly asks a customer to provide for them and then manages on a particular section of a site. In contrast, reviews are often given in an unmanaged way.
For example, a person might post a review on Amazon and have that material published, but the business they purchased from is never directly involved in the process. Instead, the site hosting the review checks it for problems such as profanity or abuse, then puts the content live on the site.
Client testimonials are especially valuable when potential customers want to see people like them benefitting from a company's product. Here are six client testimonial trends that should gain momentum in 2020.
1. Video Testimonials
Video marketing is an option preferred by many professionals in the advertising industry. Testimonials delivered via video can be more likely to hold a person's attention, plus they convey things that are often hard to describe through words alone.
Recommended: Video Marketing – How to Incorporate Video In Your Strategies
A September 2019 survey carried out by CMO Council found that, when people used videos to assist with the decision-making process, nearly half (48%) wanted to see ones that reflected the products they owned or those that interested them. Using videos for testimonials, then, can make it easier for people to see how real individuals get assistance from what brands offer.
American Express excelled with a testimonial video that gets input from five business owners about why they accept the brand of credit card at their business. The video is memorable because, in addition to describing the perks business owners get from taking American Express, the clip features people explaining why American Express was better than other cards they researched first.
Source: https://www.youtu.be.com/ESWOAnQo4x4/
The businesspeople in the video are also shown while working, so the on-screen images give context in a relatable way. Another technique American Express uses to builds credibility is to highlight various types of businesses. Such an approach indicates that the card company can assist regardless of a business' needs.
Other brands can succeed with video testimonials in 2020 if they take care not to make the clips look too staged. The idea is to show that a brand can support people during everyday challenges. Viewers shouldn't get the impression that the videos are heavily staged, with every aspect made perfect and decided in advance.
2. Testimonials Offering Both Text and Video
People often have different preferences for how they want to consume testimonials depending on how far they are in the decision-making process. For example, if someone doesn't have time to watch a video during a busy workday, they may prefer to read a short synopsis instead.
In 2020, the best testimonials will give people options. Xero is a company that offers specialized software for businesses. It presents testimonials in a way that makes sense for visitors by giving them a video to watch, followed by a summary of how Xero helped a happy client. The content also includes a quote at the bottom that's in larger text compared to the other words.
Since all the material is in one place, people can easily bookmark it and look at either the text or video-based content during separate browsing sessions. But even if they decide to engage with only one type, both the text and video material describe what assistance the client will get from using the software. That knowledge could make the difference in generating future sales from people who are still on the fence about whether to purchase.
Source: https://www.xero.com/ie/why-xero/your-business/legal/
Some people like to learn about products by reading about them, while others prefer videos. Client testimonials like this one don't force people to choose. The company wisely gives visitors everything they need in two formats. Plus, people can still access the website's menu as they engage with the testimonial content. Then, if they want to learn more about something the customer mentions, it's easy for them to do that.
Potential customers often avoid hunting for information. If they can't find what they need quickly enough, many will leave out of frustration. Xero aims to provide the information as seamlessly as possible, and that technique works in the brand's favor.
3. Bold Text to Call out Key Phrases
Marketers use a variety of methods to help their customers create excellent testimonials. Some send specialized packages of content to guide their efforts after asking for the testimonial by phone or via email. Another option is to request that clients respond to a set of questions while writing their testimonials. Such an approach allows marketers to steer the output and ensure that clients mention things that fit with other testimonials on a site.
After getting written material from a customer, the next step is to display it for maximum impact. Followbright is a web design firm in Colorado, and it draws attention to meaningful phrases from clients by putting them in bold text. The company has a full page of testimonials in this format, and a link on the right side of the page takes people to a part of the site where they can read even more if desired.
Source: https://www.followbright.com/clients-and-results/what-clients-say/
The reason this technique works so well in getting people interested in the services offered is that it allows readers to skim the content while increasing the chances of them noticing the particularly impactful elements. The example here shows bolded text related to both how the company helped the client's business and what specific characteristics the company's representatives showed.
Bold text is among the client testimonial trends that people can expect to see getting used more often in 2020 and beyond. People are busy and may not take the time to do a deep dive into a testimonial. This simple but effective technique lets them see standout points at a glance.
4. Minimalism
When people have too much information, it's often more difficult for them to reach decisions. Gartner mentioned audience information overload as a top challenge for communicators to overcome in 2020. The company recommended that leaders eliminate non-essential information so that the content is easy to digest. The same recommendations could apply to the format of customer testimonials.
SES ESOP Strategies has three headings for the testimonial shown below. Each one describes the content a person should expect in each section. Whereas the overview portion discusses the client, the situation and solution segments show the familiar problem-resolution technique. This kind of minimalism is refreshing, and it gives the impression that a company's outcomes speak for themselves.
Source: https://sesesop.com/outcome/labrepco/
The more extensive kinds of testimonials are worthwhile to use in some cases, but in others, a reader just wants to get to the point quickly and grasp which advantages a company could bring to them. The minimalism trend focuses on well-organized content that's easy to read. The white space surrounding the text makes the text even more pleasing to the eye, and the stripped-down look is ideal for people on mobile devices.
5. Testimonials Featuring Product Links
When a company sells dozens or even hundreds of items, a testimonial that says "Your product has changed my life" is not sufficient because it doesn't allow a person to identify what the customer bought. A simple way around that issue is to provide product links directly in the testimonial copy.
Source: https://www.truenatural.com/testimonials.html/
True Natural is a personal care and beauty website with a testimonials page including links to whatever product a person bought. The site's design is very basic, and it's obvious from the customers' tone that they're reporting their experiences without getting coached beforehand. The approach shows that the comments are genuine.
It's also helpful — considering that the site sells products used on the body — that the people providing testimonials mention things like ease of application, the way the color looked on the skin and how the product worked outdoors. Moreover, because the links show in a bright orange color compared to the black text, they stand out and could make a person feel compelled to purchase.
6. Testimonial Filters for Easier Browsing
People frequently read testimonials when they're making choices about which tech tools to buy for the year ahead, such as if someone is in charge of making tech-related purchases for a business. According to the 2020 State of IT report from Spiceworks, 44% of businesses plan to increase their tech spending this year. That result is a seven percent rise from the 2019 finding.
If a company produces tools that apply to numerous industries, not all the testimonials a person comes across will necessarily seem appropriate. That's why one of the client testimonial trends that's particularly helpful for people doing purposeful research relates to testimonial filters.
Hubspot provides a testimonial directory for site visitors, complete with filters along the top. Besides looking at testimonials by industry, people can search for reviews from individuals who have similarly sized companies or are from the same geographic region. The product filter is also fantastic for people who are trying to decide which one of the company's offerings is most suitable.
Source: https://www.hubspot.com/case-studies-directory
Providing testimonial filters builds credibility for the company by showing the breadth of its influence across sectors. It also makes it easier for visitors to locate what they need efficiently. Finally, giving each testimonial page an appealing headline draws people in and makes them want to learn more.
Client Testimonial Trends Worth Watching
Excellent testimonials can lead to an increase in new customers, but as these examples show, there's an art to displaying testimonials in ways that show the company's strong points and give people the information they want and need. Following these trends could provide a brand — including your brand — with testimonial-related success.
Featured image via Unsplash
Kayla Matthews is a MarTech journalist and writer, whose work has been featured on Marketing Dive, Contently, Outbrain and Convince and Convert. To read more posts from Kayla, please visit her personal tech blog, Productivity Bytes.
