Why, When and How to Use Them for Your Online Store
If you’re managing a business as a maker with an online store, you already know the struggle to do all of the things is real.
You pour your heart into your work, but convincing new customers to take the plunge into purchasing can be tricky. Enter: customer testimonials. Social proof for building trust and turning browsers into buyers.
Why Testimonials Matter
New customers are like curious cats when they land on your store, intrigued but hesitant. Genuine feedback from satisfied customers reassures them that they’re making the right choice. Testimonials provide powerful social proof, showing potential buyers that real people have purchased from you and that they a good time in the process.
They don’t always have to be positive. As Renee discussed in our podcast episode “Did you drive to that big night out?”, sometimes, a mixture of both positive and negative responses is the sweet spot in influencing potential customers to buy from you. After all, if something sounds too good to be true, it usually is.
Check out Season 1 Episode 5 and listen from about 8 minutes in, in the From Scroll to Cart segment, for our commentary and the legalities on customer testimonials.
When and How to Collect Testimonials
Strike while the iron’s hot! The best time to ask for a testimonial is shortly after a customer receives their order and is still basking in the joy of their purchase. A simple follow-up email, a friendly DM, or even a cheeky note in their package asking them to share their thoughts can do wonders.
Important hot tip! Make sure they have definitely received the item first and had enough time to use it. We all know the annoyance of being asked to review something before we’ve even RECEIVED or USED the item.
Use these prompts when collecting testimonials:
- What did you love most about your product?
- How did the item make you feel?
- Would you recommend it to others?
Where to Showcase Your Testimonials
Now that you’ve got some glowing feedback, where do you put it?
- Your Website: A dedicated testimonials page or sprinkling them throughout your product pages works wonders.
- Social Media: Share customer love on Instagram, Facebook, or even TikTok! Bonus points if you turn them into stylish graphics or videos.
- Marketing Materials: Include snippets in emails, newsletters, and product listings to reinforce credibility.
Members only Online Shop Product Listings Q&A with Angela and Renee — Watch the recording
The Legal Stuff (Because We Have to Talk About It)
Before you get carried away posting positive and glowing testimonials everywhere, remember that in Australia, you must keep them 100% real.
According to the ACCC, businesses can’t alter or selectively edit customer reviews. Transparency is key, so always share them as they were given with no embellishing allowed!
Our friends at Legal123 have also put together an awesome guide going into all the details so we don’t have to. Read more here.
Start collecting, sharing, and celebrating those testimonials, they’re the social proof your brand deserves.
P.S. Got a happy customer who sent you a glowing message? Don’t be shy! Ask if you can share it publicly. Most people will be flattered to have their words featured on your website or socials.
Related viewing — Maker Session: Designing product listings — Watch now
