5 min 
From glowing reviews on Amazon to viral social media posts, testimonials shape how we buy, experience, and trust brands.
But the actual impact of testimonials goes far beyond a few positive words.
Get ready to discover the surprising testimonial statistics that will transform your perspective on testimonials and social proof.
Top testimonial statistics
- 72% of customers trust a business more after reading positive reviews and testimonials.
- Showing online reviews and testimonials can boost sales by 270%.
- Approximately 92% of business buyers read reviews and testimonials before making a purchase.
- Video testimonials can increase website traffic by 157%.
- 51% of business buyers rely on personal recommendations when deciding what to buy.
- Positive testimonials on sales pages increase sales by 34%.
Why testimonials matter now more than ever
Testimonials are powerful advertising tools that enhance your credibility and influence the purchasing choices of potential customers.
Moreover, they create a strong bond between your business and consumers.
The primary objective of online testimonials is to foster deeper trust with your customers and provide social proof that your product or service is trustworthy.
Tools like WiserReview make it easy to manage, display, and automate the collection of testimonials.
Consumers trust online testimonials and read them before buying a product.
In every industry with cut-throat competition, they help your brand stand out and influence potential customers to choose you.
Positive testimonials and reviews influence rankings on search engine optimisation (SEO) search engines, placing your website at the top of Google listings and driving better conversion rates.
The science behind persuasive testimonials
Testimonials utilize the customer’s psyche to elicit the desired result. They leverage social proof, authority, and emotional resonance to achieve trust and credibility.
Consumers are inclined to follow the actions of others, especially when they are unsure of what to do.
Testimonials provide social proof that consumers are influenced by the opinions of others when making purchasing decisions.
Furthermore, customers trust online reviews from a figure of authority or experts in that area more than usual branded content, persuading them to buy your service.
Testimonials that provide concrete results for the products are more reliable than ambiguous statements, as they build a strong image of the product in the customer’s mind, making them more likely to buy the product.
Key testimonial statistics and trends
Testimonials can build brand loyalty and drive conversions, while also enhancing your credibility through the emotions conveyed by the client.
The testimonial statistics given below are specific to certain parameters.
Let’s have a look.
Customer testimonials statistics for B2B
Given below are some B2B statistics (business-to-business):
1. Around 92.4% of B2B customers read online reviews and testimonials to make purchasing decisions.
Most B2B buyers trust online reviews and follow them to make an informed purchasing decision.
Testimonials give a trustworthy account of the product or service in question.
2. Putting customer testimonials regularly on your product page can increase your annual revenue by 62%.
3. 88% of customers trust online reviews and testimonials just as much as peer recommendations.
4. Putting positive testimonials on sales pages increases conversions by 34%
People say testimonial videos on the website homepage make them more likely to use the service or buy their products.
It is an effective way to increase conversion rates.
Customer testimonials statistics for B2C
Described below are some B2C statistics (business-to-customer):
5. 72% of customers say that positive reviews and testimonials strengthen their trust in a business.
Trust in a brand depends significantly on the number of positive reviews it receives.
A good brand is bound to have more positive reviews than negative ones, which helps develop trust.
6. 92% of customers are Hesitant to buy a product if there are no customer reviews.
7. Customers who interact with a positive review are 58% more likely to convert.
8. Displaying 5-star online reviews and testimonials can increase conversion rates by 270%.
Including reviews and testimonials on sales pages can significantly increase conversions.
Testimonial video statistics
Here are some video testimonial statistics:
9. A customer is 2.1 times more likely to remember testimonial videos than written reviews, making them essential for engagement benefits.
Creating video testimonials can significantly enhance the emotional connection and authenticity perceived by potential customers.
The customer will remember a testimonial video demonstrating the use and benefits of the products much longer than a written review, thereby increasing the probability of buying it.
10. 71% of customers purchased a company’s product or service after watching a video testimonial.
11. Testimonial videos created by an actual person (user-generated content) get 85% more views than branded content.
12. Video testimonials can improve organic search traffic to a website by up to 157%.
Testimonial videos effectively increase website traffic by a significant percentage.
If you’re interested in exploring video testimonial statistics in more detail, here you go: 16 Video testimonial statistics & trends (New data)
Testimonial placement strategy
Strategically placing testimonials on your homepage, landing pages, and product pages near CTAs is crucial for attracting more consumers and boosting sales.
This will ultimately help increase your conversion rates and establish deeper customer trust.
Where to place testimonials for optimal conversion rates
Let’s discuss the strategic placement of testimonials and how it can help improve conversion rates.
Website pages: Where testimonials drive action
The use of testimonials can significantly improve web traffic and boost search engine optimization compared to websites that don’t use them, provided they are placed correctly.
If placed on the homepage, they help build trust and credibility with new users who visit your site, ultimately leading to increased sales.
When placed alongside product pages, their benefits can be easily highlighted, and potential customers are reassured of the value they offer.
On checkout or conversion pages, it reduces doubt and reinforces purchase decisions.
Lastly, a dedicated reviews and testimonials page is a comprehensive source of social proof.
Check it out: Try #1 video testimonial software to win more customers
Landing pages: Strategic testimonial integration to increase conversions
Place testimonials in strategic locations to optimise the landing page for the best results.
Begin with a persuasive testimonial displayed at the top of the page to draw the attention of more customers.
You can put testimonials near the primary CTA to reassure visitors right before they take action.
Testimonials matter when they are meaningful and address the pains and benefits of using your service.
Thus, it also helps in improving the star ratings of your website.
Marketing materials: The right testimonial at the right stage
Tailoring a testimonial is crucial at various touchpoints to facilitate effective decision-making.
Begin with the awareness stage, where you provide testimonials to your audience and establish trust through the presentation of general benefits.
Once you have gained the consumer’s trust, proceed to highlight specific features and address any doubts about your service.
Lastly, include success stories related to your product to reinforce the point. As reviews increase, more customers will come in, thereby increasing conversions.
The power of storytelling in testimonials: Why consumers trust online reviews
Bringing forth a story’s power in testimonials heightens engagement and persuasion on many levels.
Stories work far better than facts alone when it comes to influencing choices.
They help testimonials appear more credible by showcasing real-life experiences, thereby building trust.
Stories highlight product advantages and outcomes, attracting potential buyers and improving your website’s star rating.
Wrap up
In today’s competitive market, testimonials are crucial for driving sales and enhancing business success.
They provide social proof, increase credibility, and gain trust with potential consumers.
The above-listed B2B and B2C statistics underscore their importance in a business’s success.
Thus, embracing testimonials as a core component of marketing strategy is essential for businesses to differentiate themselves from competitors and build good, lasting relationships with their customers.
Sources:
Brightlocal | Spiegel Research Institute | Wistia | BrightEdge | Strategic Factory | Wyzowl | Gitnux | Mailchimp | WebFX
Also see:
Frequently asked questions
Testimonials build trust because they come from real customers. They make people feel confident about buying a product or service.
Yes. Video testimonials show real faces and emotions, which makes them more believable. Studies show they can increase conversions by up to 80%.
Even a few reviews help. Research shows that products with just 5 reviews have a 270% higher chance of being bought compared to products with none.
Yes. In fact, 92% of B2B buyers say they are more likely to buy after reading peer testimonials.
The best spots are product pages, checkout pages, sales emails, and ads. Showing reviews at different stages helps guide potential customers toward purchase.
Krunal
