How customer testimonials enhance your website

Author: Grace Porter

Published: August 2023

What’s so great about a customer testimonial?

Imagine you are thinking about buying a new dishwasher. There are so many options to choose from, it can almost be overwhelming. How do you know which one is going to work the best for you and your family? 

If someone comes along and tells you they bought dishwasher X which has been a game changer for them since they are a family of six and only have a small kitchen, you might think - Hey! We’re a large family too and we don’t have much space in the kitchen so that dishwasher sounds ideal - that’s the one I’m going to buy! 

That’s powerful stuff. A customer recommendation can cut through the noise of all the other marketing out there and make a product stand out from the crowd. 

If you make a connection with a customer testimonial it can really sway your decision to buy or say goodbye.

It’s becoming increasingly popular to feature customer testimonials on websites, with many businesses choosing to feature testimonials from Google Reviews, Capterra and TrustPilot to display written reviews. So how can you take your customer testimonials to the next level?

Video testimonials

Video testimonials can really elevate a customer review. If you have been working hard to attract an audience and drive traffic to your website, video reviews can convince a casual browser to take action. Seeing proof of a good product helps to build trust and make an impact in a more human way.

According to research by wyzowl 2 out of 3 people say they’d be more likely to make a purchase after watching a video testimonial. That's great, but in reality how can we ask our customers to get on camera and tell the world they love our product? 

It can feel like a lot to ask a customer to leave a review, and ideally you want to receive a good quality video to be able to share. This can feel like a bit of a hurdle for both you and your customer, but it really doesn’t have to be! 

By using a tool like VideoAsk to collect testimonials, you can simplify the process, get the video that you want and take away the uncomfortable “ask”. 

Online design software company DesignFiles used VideoAsk to collect video testimonials from their customers to create a wall of testimonials on their website.

“They’ve really helped us boost conversions on our landing pages, and they’re great for sharing what makes your brand special too.”

- Sheila MacSporran, CEO of DesignFiles

You can get creative with the layout of your video testimonials on your website, plus once you have the video downloaded there’s no limit to how they can be used in your marketing campaigns.

Top tips for collecting share-worthy video testimonials:

  • Don’t wait weeks after a purchase to ask for a testimonial, find the time when your customer is most engaged and excited about your product to ask for their feedback. Watch our interview with testimonial experts, Justin DeMers and Sarah Tempte to learn more about asking for feedback at key points during the customer journey.

  • Mirror what you want from your customer. By using VideoAsk to collect testimonials you can show your customer what you expect through your own video. You can also set expectations by giving them information on what to expect during the process, for example: how long the process will take, how many questions you’re going to ask, etc.

  • Don’t forget to give people some pointers on filming: “Find a quiet spot with good natural lighting before you start recording. You can retake your videos as many times as you need to, so don’t worry if you mess up on the first try!”

  • Ask the right questions. You can steer the conversation by asking a set of open-ended questions so you get relevant and relatable feedback from your customers. The last thing you need is a bunch of yes/no answers, so get creative with your questions.