Harnessing Social Proof: The Most Persuading Type Of Testimonial
Testimonials are one of the most powerful ways to boost online credibility and harness social proof. Usually showcasing first-hand examples of happy customers, testimonials provide supporting evidence from third parties that lend credibility to what you’re offering.
Some types of testimonials, however, are more powerful and persuading than others. Research shows that testimonials written out in plain text raise your chances of obtaining a sale by 18%. A testimonial that uses audio or a combination of text and audio raises that chance just over 30%. Websites that use video testimonials are over 56% more likely to get a sale than ones that use the other types.
So, what makes video so effective?
For starters, video is difficult to fake. Let’s not forget that certain software programs, available over the Internet for free, make it way too easy to manipulate audio testimonials. Several recordings by the same person can be easily modified so that it sounds like each sound byte is coming from a unique individual. And we all know that anyone can write up a few lines of text and wrap a few cleverly designed quotes around it.
A video offers true credibility. Humans tend to be emotional, and making an emotional connection through video increases believability and credibility. You can sell through text and audio until you’re blue in the face, but for a prospect to actually hear and see someone else vouch for your product or service greatly boosts credibility and increases your overall chance of closing a sale.
A video is ultra-persuasive. When prospects see a video testimonial, they feel like they’re being approached on a personal level, with similar interests and needs, instead of watching some marketing guru with a snazzy sales pitch. In fact, in 2009 Nielson reported that 90% of people rely on recommendations from those they personally know, and a whopping 70% trust recommendations posted by total strangers.
Hands down, video testimonials are one of the most effective ways to socially persuade potential consumers into investing in your products or services. Videos allow prospects to see – and hear – about another client’s experience. This not only improves your chances of getting the sale, but it also assists in building a better relationship with your customer – which could ultimately lead to an increase in repeat business as well.
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