Are you looking for a way to get more customers from your website?
As every marketer out there will tell you, online trust is hard to build. You can write the best sales page in the world, but nothing beats this little secret…
Real people talking about real results.
Enter customer video testimonials. Video testimonials are big, they’re real, and they work really hard. In fact, 72% of customers trust a brand more after watching video testimonials.
Here’s the kicker…
Video testimonials are no longer just a “nice to have”. They’ve now become an absolute must for every sales page.
And in this article, I want to show you exactly how to leverage customer video testimonials to tell the best conversion stories.
Here’s what you’re about to discover:
- Why video testimonials crush written reviews every single time
- The psychology behind why they work so damn well
- How to structure your video testimonials for maximum impact
- Where to place video testimonials for the highest conversion rates
Why Customer Video Testimonials Beat Everything Else
Let me tell you something most marketers won’t tell you…
Written testimonials are good, but video testimonials? They’re in a league of their own.
A Teraleap’s study shows, customer video testimonial statistics have some absolutely insane numbers. Studies have shown that a person can retain 95% of the message when they see video testimonials. But when it comes to written texts, the same retention rate is just 10%. Yeah, that’s not a small difference – it’s a HUGE difference.
Here’s the thing: when was the last time you sat down and read through some paragraphs of testimonials? Text testimonials on a website is like scrolling through a wall of text in a newspaper. Not fun.
Videos, on the other hand? Videos will hook people right from the start. Humans are visual creatures. Seeing real people showing real emotions is more authentic than any perfectly scripted testimonials.
The Trust Factor That Changes Everything
Online trust is hard work.
Consumers are skeptical by nature. They’ve been disappointed and burned before. Who hasn’t? So how do you break through that wall of distrust?
Easy. You get your satisfied customers to do the talking.
Video testimonials work because they provide that ever-so-important element of social proof.
When a potential buyer sees someone who looks just like them using your product and getting great results, something happens in their brain. They think: “If it worked for them, it could work for me.”
And customers buy from people they trust. A whopping 79% of people have watched a video testimonial in order to learn more about a company and its products or services. That’s not a small number – that’s nearly everyone.
So how do we make the most of that? And more importantly…
The Conversion Power You Can’t Ignore
Okay, get ready for the best part…
Video testimonials increase conversions by 80% on sales pages. Eighty percent.
Let’s do the math here. If you’re currently converting at 2%, adding a video testimonial would give you 3.6%. In other words, adding a simple video testimonial is almost like doubling your traffic.
Yeah. That’s pretty freaking cool, right?
Here are some of the reasons why testimonial videos are such a conversion machine:
- Testimonial videos show real customers with real results
- They alleviate any buying anxiety
- They can address objections before your customers even think about it
- They build emotional connections that normal text will never be able to
The difference between a site visitor and a paying customer is often just trust. Customer testimonials are one of the fastest ways to build that trust factor in your sales funnel.
Crafting Stories That Actually Convert
Customer video testimonials are more than just proof in the pudding.
It’s not enough to have your customers spout out empty platitudes. You need to build a structure. You need a story.
The most effective testimonials follow a simple formula. They show the problem your customer was facing, what solutions they tried, and then introduce your product. Next, you need to show how it helped your customer. What specific changes did they see? End with a call to action or a recommendation.
This works because your prospects see themselves in that story. They identify with that problem and can clearly imagine themselves achieving those same results.
Want to make things even better? Get your testimonials to be super specific. Generic testimonials like “This product is amazing!” do not cut it. But when you start to see people using specific numbers and results, that’s when the real conversions happen.
Where to Place Video Testimonials for Maximum Impact
This may come as a surprise, but it matters where you put that video testimonial.
You could have the best darn video testimonial in the world, but if no one sees it, what good is it?
The homepage is the number one location for video testimonials. One on top of the fold, strong and snappy. A page designed to entice people to “dig deeper”, so to speak. You can also put testimonials near your CTA buttons on product pages. This is where decisions are made.
Landing pages for paid traffic will benefit greatly from testimonials as well. They dramatically increase your ROI. You can also include a video testimonial in email sequences to increase your click-through rates.
Placement is everything. Think about where a customer might be having doubts or have questions, and pop a testimonial there.
Getting Video Testimonials From Your Customers
Grab a pen and a piece of paper. Here’s a secret nobody’s telling you…
Getting good, solid video testimonials is easier than you think. Most customers are only too happy to oblige. All you need to do is guide them in the right direction.
Find your happiest customers first. The ones who can’t stop talking about your product. Reach out to them. These are your low-hanging fruit.
Make it as easy for them as possible. Tell them what to record, give them some example questions to answer, and let them do it on their phone. Give them a deadline but be flexible with the dates, and if need be, give them an incentive to do it.
Mistake number one? Overthinking it. Authentic testimonials will almost always outperform polished videos. Real beats perfect every single time.
Common Mistakes That Kill Testimonial Effectiveness
Okay, let’s have some real talk…
What NOT to do with video testimonials.
Being too long is mistake number one – keep them under 2 minutes. Keep it short and sweet. People don’t have time for novellas.
Sound too scripted? That’s mistake number two. People will immediately smell inauthenticity and check out.
Focus too much on features? There’s your mistake number three. Nobody cares about features – they care about results and outcomes.
Show only one perspective? Mistake number four. Testimonials are more powerful when they come from a range of different people.
Audio quality is subpar? Big mistake number five. Average video quality can be overlooked, but bad audio? Forget it. Sayonara. Bye-bye.
Wrapping Things Up
Customer video testimonials are one of the most powerful marketing tools in your toolkit. Not only do they build trust at a faster rate than anything else, but they also turn skeptical site visitors into confident customers in the blink of an eye.
Best part of video testimonials is that you get your customers to do all the heavy lifting for you. You don’t have to try and convince prospects that your product is the greatest thing since sliced bread. Instead, you just have your satisfied customers do that for you. Trusting other people is so much more powerful than being told by a brand.
Start collecting testimonials today. Get in touch with your happiest customers, make it easy for them to do the recordings, and watch those conversions skyrocket.
People don’t trust brands, they trust people.
