How Customer Testimonials Work- example of Amazon growth chart-PYTalkBiz

How customer testimonials work, ‘Let me count the WAYS’!

Imagine your business skyrocketing from modest earnings to billions in revenue, thanks to one simple strategy.

This was the reality for Jeff Bezos and Amazon, who revolutionized e-commerce by harnessing the power of customer testimonials. Bezos knew social proof and genuine responses could transform a brand’s credibility and trustworthiness.

As my mentor once said, it doesn’t make a difference if you think you’re great, it’s what others say about you. According to research, clients will believe a stranger with no experience before they believe you.

In this article, you’ll find a testimonial template to share with your clients, case studies, and testimonial best practices.

Ready to learn how customer testimonials work to boost revenue?

Read on!

Amazon’s Success Through Customer Testimonials

Amazon's innovative use of customer testimonials. screenshot- PYTalkBiz

Amazon’s rise to becoming one of the world’s largest companies can be significantly attributed to its innovative use of customer testimonials.

Jeff Bezos, Amazon’s founder, recognized early on that customer reviews and testimonials could provide powerful social proof and build trust and credibility with potential buyers.

This idea came from Bezos’s belief that “a brand for a company is like a reputation for a person. You gain a reputation by trying to do hard things well.”

Next, Bezos implemented a system that allowed customers to leave honest comments and reviews on the products they bought.

This customer feedback loop helped improve the quality of the products sold but also created a community of trust where buyers could rely on each other’s experiences.

The impact was monumental. By 1999, Amazon’s revenue skyrocketed to $1.64 billion. Customer reviews became a cornerstone of Amazon’s business model, significantly increasing conversion rates and sales.

Testimonials and reviews provided valuable insights and social proof, making new customers confident about their purchases.

Bezos noted, “We don’t make money when we sell things. We make money when we support customers’ purchase decisions.”

Finally, Amazon’s strategic use of customer testimonials fundamentally changed its business model, helping it grow exponentially and setting a standard for e-commerce worldwide.

Amazon Infographic Data graphic

Pre-testimonials, 1996 Income: $15.7 million

Post-implementation, 1999 Income: $1.64 billion

Current Annual Revenue (2023): $469.8 billion

How Customer Testimonials Work: 7 Reasons They Outperform Ads

Forget flashy ads and forgettable jingles. Here are 7 reasons why customer testimonials are the secret weapon you need to build trust, spark conversation, and ultimately, outperform traditional advertising.

1. Ditch the scripted ads – customer testimonials are authentic endorsements, the voice of real people raving about the transformative power of your product.

2. Skip the endless feature lists – testimonials paint a vivid picture. They showcase how your offering solves real problems and creates positive change, in your customers’ lives.

3. Feeling like a faceless brand? Testimonials personalize your business. They put real faces and stories behind your product, fostering a genuine connection with potential customers.

4. Struggling to cut through the noise? Testimonials function as social proof on steroids. They use human connection, convincing potential customers that others trust them.

5. Forget the science of persuasion textbooks – testimonials are emotional triggers. They tap into the desire to follow the lead of happy customers, driving action and conversions.

6. Break free from robotic marketing – testimonials humanize your brand. They showcase the real people behind your product, fostering a sense of relatability and trust.

7. Spark real conversations, not glazed-over eyes – testimonials ignite engagement. They spark genuine dialogue with potential customers, allowing them to connect with your brand on a deeper level.

What are Customer Testimonials?

Happy customers providing feedback and reviews

Client testimonials are statements by satisfied customers about their positive experiences with a product or service.

These testimonials serve as social proof, confirming the quality and effectiveness of what your business offers. They are essential for increasing trustworthiness and influencing purchasing decisions.

Here’s why customer testimonials are important:

  • Build Trust: Testimonials show potential customers that others have had good experiences with your business.
  • Enhance Credibility: Positive feedback from real customers makes your business more credible.
  • Create Emotional Connections: Personal stories and experiences help potential customers relate to your brand, on a deeper level.
  • Influence Decisions: Seeing that others have received help from your product or service can convince potential customers to buy.

This guide will walk you through:

  1. Types of Testimonials: Understanding various formats like text, video, audio, and social media testimonials.
  2. Benefits: How testimonials can boost your business.
  3. Best Practices: Tips for collecting and using testimonials effectively.
  4. Strategies for Collection: Methods to encourage customers to share their experiences.
  5. Impact on Sales: Real-world examples and case studies showing the power of testimonials.

Incorporating testimonials into your marketing strategy, can significantly enhance your brand’s credibility and attract more customers.

Learn more about how customer testimonials work for your business success.

 Types of Customer Testimonials

    Customers leaving comments in all different types of  testimonials; video, text, audio, social media testimonial

1. Text Testimonials

Text testimonials are straightforward written statements from customers that highlight their satisfaction with a product or service. These testimonials are commonly found on websites, brochures, and other marketing materials.

For example, a customer might write, “The service at XYZ Company was outstanding. Their diligence and customer care exceeded my expectations.”

Advantages of Text Testimonials:

  • Simplicity: Easy to collect and edit for clarity, making them highly effective for potential customers.
  • Detailed Feedback: Allow customers to highlight specific features and benefits that stood out to them.
  • Versatility: Can be used across various platforms, including websites, brochures, emails, and social media posts.

Psychology Behind Text:

  • Credibility: Written testimonials provide a sense of authenticity and trustworthiness, especially when they include specific details and personal anecdotes.
  • Mindfulness: Potential customers appreciate detailed feedback addressing their specific needs and concerns.
  • Visual Appeal: When accompanied by the customer’s name and photo, text testimonials enhance trust and credibility.


  • Websites: Display text testimonials on your homepage, product pages, and dedicated testimonial sections, to build trust.
  • Brochures: Include compelling quotes from satisfied customers to attract and reassure potential clients.
  • Emails: Add customer testimonials to newsletters and promotional emails to increase engagement and conversion rates.

For instance, a well-placed text testimonial can be the deciding factor for a potential customer considering your product or service. They provide specific, relatable insights that help potential buyers feel more confident in their decisions.

   Customer recording a video testimonial

2. Video Testimonials

Video testimonials are powerful tools where customers share their positive experiences on camera. These testimonials provide a personal and engaging way to showcase customer satisfaction.

For instance, a happy customer might say, “Hi, I’m Jane, and I’ve been using ABC Product for six months. It has transformed my workflow completely!”

Video content is expected to explode, with studies showing that by 2022, 82% of all consumer internet traffic will be video.

People are more likely to watch a video than read a text review. 59% of executives prefer video over text.

Advantages of Video Testimonials:

  • Emotional Connection: Videos capture emotions, facial expressions, and tone of voice, making testimonials more relatable and convincing.
  • Higher Engagement: Video content is shared 1200% more than text and images combined.
  • Increased Trust: Seeing real people talk about their experience builds more trust than reading text.

Psychology Behind Visuals:

  • Visual Memory: People remember 80% of what they see and do, compared to just 20% of what they read.
  • Emotional Impact: Visuals are processed 60,000 times faster in the brain than text, creating an immediate emotional connection.


  • On your website, feature videos on landing pages to grab attention.
  • Use short clips in social media campaigns to boost engagement.
  • Include video testimonials in email marketing to increase click-through rates.

For instance, sharing a customer’s story through video can dramatically enhance your brand’s credibility and make potential customers feel more confident in their purchase decisions.

3. Audio Testimonials

Audio testimonials focus on the customer’s voice and are perfect for podcasts, radio ads, and other audio-centric platforms. They are less expensive to produce than videos but still offer a personal touch.

Imagine hearing a customer say, “Hello, this is John from DEF Corp. Using GHI Service has been a game-changer for our team.”

Audio testimonial featured in a podcast

Advantages of Audio Testimonials:

  • Cost-Effective: Less expensive to produce compared to videos.
  • Personal Touch: The customer’s voice adds authenticity and trustworthiness.
  • Versatility: Ideal for integration into podcasts, radio ads, and audio marketing.

Psychology Behind Audio:

  • Emotional Connection: Hearing a voice conveys emotions and sincerity, which can be more impactful than text alone.
  • Convenience: Listeners can consume audio content on the go, making it accessible and engaging.


  • Podcasts: Feature audio testimonials in your podcast episodes to build trust with your audience.
  • Radio Ads: Use customer voices in radio advertisements to add a personal touch.
  • Website Audio Clips: Embed audio clips on your website to share genuine customer experiences.

For instance, an audio testimonial can convey a level of enthusiasm and sincerity that text alone might not capture, creating a stronger emotional connection with potential customers.

4. Social Media Testimonials

Social media testimonials are reviews and endorsements shared on platforms like Facebook, Twitter, Instagram, and LinkedIn. These testimonials can quickly reach a wide audience and often come spontaneously from happy customers.

For example, a tweet might read, “Just tried XYZ Service from ABC Company and I’m so impressed! #happycustomer.”

Advantages of Social Media Testimonials:

  • Wide Reach: Social media platforms enable testimonials to be seen by a vast audience.
  • Spontaneity: Often comes from genuine customer experiences shared in real-time.
  • High Engagement: Social media posts can be liked, shared, and commented on, increasing visibility and interaction.

Psychology Behind Social Media:

  • Peer Influence: Testimonials from friends or influencers on social media carry significant weight.
  • Authenticity: Real-time, spontaneous posts add high levels of authenticity and trust.
  • Social Proof: Seeing positive experiences from others in their network encourages potential customers to try the product or service.


  • Facebook Reviews: Display customer reviews on your page to build trust and engagement.
  • Twitter Shoutouts: Retweet customer praise and testimonials to showcase satisfaction.
  • Instagram Stories: Share customer stories and endorsements through Instagram Stories and Highlights.

For example, a positive review on Instagram can quickly garner attention and build credibility, making it a powerful tool for enhancing your brand’s image and visibility.

Happy customers providing feedback and reviews

Testimonial Template

Here’s a template to help your clients write the perfect testimonial. This will save them time and ensure they provide clear and effective feedback every time.


[Your Name]

[Your Title/Position]

[Company Name]

“[Product/Service] has [describe the specific benefit or outcome]. I was particularly impressed with [specific feature or aspect]. The [product/service] helped me [specific result], and I would highly recommend it to anyone looking for [related benefit].”


Jane Doe

Marketing Manager

ABC Corp

“ABC Software has transformed our workflow efficiency. I was particularly impressed with the intuitive interface and customer support.

The software helped us reduce processing time by 30%, and I’d highly recommend it to anyone looking for a reliable productivity tool.”

Using this template, your clients can easily craft impactful testimonials that highlight their positive experiences and the benefits of your product or service.

Effective Placement of Testimonials

1. Website: Display testimonials prominently on landing pages, product pages, and dedicated testimonial pages to enhance credibility and trust.

2. Social Media: Share testimonials on platforms like Facebook, Instagram, and LinkedIn to reach a broader audience and create social proof.

3. Marketing Materials: Include testimonials in brochures, emails, and other promotional content to influence purchasing decisions and increase conversion rates.

Benefits of Using Customer Testimonials

Benefits of using customer testimonials: Amazon screenshot of book with reviews

1. Building Trust and Credibility: Testimonials serve as unbiased endorsements that help build trust with potential customers, enhancing the brand’s trustworthiness.

2. Creating Emotional Connections: They allow potential customers to relate to real experiences, fostering an emotional connection and improving the buyer persona.

3. Increasing Conversion Rates: Positive testimonials can influence buying decisions, increase conversion rates, and boost revenue.

Best Practices for Customer Testimonials

1. Engaging and Visually Appealing: Use engaging formats and visuals to make testimonials more attractive and impactful.

2. Honest and Authentic: Ensure that testimonials are genuine and not overly edited or scripted to keep credibility.

3. Specific and Detailed: Include details about the customer’s experience to make testimonials more impactful and relatable.

Testimonials Case Studies

Case Study 1: Boosting Sales with Video Testimonials – TechSavvy

TechSavvy, a software company, saw a significant increase in sales after incorporating video testimonials into their marketing strategy. They contacted satisfied customers and asked them to share their success stories on camera.

One testimonial featured **Jane**, a small business owner who explained how TechSavvy’s software streamlined her operations, saving her 20 hours a week. She shared, “Using TechSavvy has been a game-changer for my business. It’s so user-friendly and efficient!”

These videos were shared on TechSavvy’s website, social media, and email campaigns. The authenticity and emotional connection from the videos resonated with potential customers, making the testimonials more relatable and convincing.


  • Sales Increased by 35% in the first quarter after implementing video testimonials.
  • Website Engagement: Time spent on the website increased by 50%, and bounce rates dropped by 30%.

By showcasing real customers and their success stories, TechSavvy built trust and credibility, making it easier for potential clients to see the value of their product.

Case Study 2: Text Testimonials Drive E-commerce Sales – BeautyBox

image  of beauty product boxes and products Text Testimonials Drive E-commerce Sales - BeautyBox

BeautyBox*, an online subscription service, for beauty products used text testimonials to boost their sales. They collected detailed feedback from happy customers and displayed these testimonials prominently on their homepage and product pages.

For instance, one testimonial read, “BeautyBox has introduced me to amazing new products that I wouldn’t have discovered on my own. The variety and quality are fantastic!” – **Emily R.**

These testimonials were concise, and specific, and highlighted the benefits customers experienced. BeautyBox also included photos of the customers to add a personal touch.


  • Conversion Rate: Increased by 28% after adding text testimonials to their site.
  • Customer Retention: Improved by 15%, as new customers felt more confident in their purchase decisions.

Using authentic, relatable text testimonials helped BeautyBox build trust with potential customers, proving the effectiveness of their service and encouraging more sign-ups.

Why Testimonials Are Important for Brands

  • Customer testimonials are crucial for brands because they build trust, enhance credibility, and create emotional connections with potential customers.
  • They serve as social proof, confirming the quality and effectiveness of a product or service through the experiences of real customers.
  • Testimonials can significantly influence purchasing decisions, boost conversion rates, and increase sales and revenue.

5 Effective Ways to Use Customer Testimonials

team of diverse people working on Ways to Use Customer Testimonials

1. Website Placement

Show testimonials prominently on your homepage, product pages, and a dedicated testimonials page.

Example: “XYZ Service helped us reduce our costs by 30%! Highly recommend it.” – Jane D.

2. Website Placement

Share testimonials on platforms like Facebook, Instagram, LinkedIn, and Twitter.

Example: A customer posting on Instagram about their positive experience using a specific hashtag.

3. Website Placement

Include testimonials in email newsletters and promotional emails.

Example: “See why John chose our service and improved his workflow by 50%.”

4. Video Testimonials

Create short videos of customers sharing their positive experiences and post them on your website and YouTube channel.

Example: A 2-minute video of a customer explaining how the product solved their problem.

5. Printed Material

Use testimonials in flyers, brochures, and any other marketing materials.

Example: A brochure with quotes from satisfied customers highlighting key benefits.

The Importance of Testimonials

Testimonials are important because they:

  1. Build Trust: Potential customers trust the opinions of others who have used the product or service.
  2. Enhance Credibility: Genuine customer experiences add credibility to your brand.
  3. Create Emotional Connections: Personal stories help potential customers relate to the experiences of others.
  4. Influence Purchasing Decisions: Positive testimonials can tip the scale in favor of your product or service.
  5. Boost Conversion Rates: Testimonials can significantly increase the likelihood of a purchase.

How to Use Testimonials – Examples

  • Homepage Highlight: “ABC Product has revolutionized the way we work. Our productivity has soared!” – Mark S.
  • Product Pages: “The features of this software are unmatched. It’s a game-changer.” – Emily R.
  • Email Signature: “Loved by over 10,000 happy customers. Join them today!” with a link to more testimonials.
  • Social Media Posts: “Check out what our customers are saying: ‘Amazing product, excellent support!'” with a customer photo.

Feedback vs. Testimonial

Testimonials are typically positive endorsements shared publicly to promote a product or service, feedback can be both positive and negative and is often used internally to improve the product or service.

Testimonials are better for marketing because they:

  • Provide social proof
  • Enhance credibility
  • Can be strategically placed to influence potential customers

Opposed Feedback, is essential for continuous improvement but may not always be suitable for public display.

7 Tips to Help Clients Write Effective Testimonials

group at meeting diverse group; discussing helpful writing tips for effective feedback reviews strategies

  1. Be Specific: Encourage clients to mention specific features or benefits.

“The intuitive interface saved us hours every week.”

  1. Include Quantifiable Results: Numbers can be very persuasive.

“We saw a 25% increase in sales after using the product.”

  1. Be Honest: Authenticity is key.

“At first, I was skeptical, but now I’m a believer.”

  1. Share Their Story: Personal anecdotes make testimonials relatable.

“As a small business owner, this service has been invaluable.”

  1. Keep It Concise: Short and to the point is best.

“Great product, excellent support.”

  1. Include a Photo: Adding a face to the name builds trust.
  2. Mention Their Industry: Helps others in the same field relate.

“In the tech industry, this tool is indispensable.”

5 Reasons to Have Testimonials on Your Website

  1. Builds Trust: Real customer experiences are more trustworthy than company claims.
  2. Enhances Credibility: Genuine endorsements add credibility to your offerings.
  3. Boosts SEO: Unique, fresh content helps improve search engine rankings.
  4. Increases Conversion Rates: Positive testimonials can convert visitors into customers.
  5. Social Proof: Displays potential customers that others have had positive experiences.
group showing eye-popping

5 Eye-Popping Testimonial Stats

  1. 73% of customers say optimistic testimonials increase their trust in a business.

Source: BigCommerce

  1. 89% of users trust online reviews and testimonials as much as recommendations from friends or family.

Source: BrightLocal

  1. Displaying testimonials can increase conversions on sales pages by 34%.

Source: VWO

  1. Buyer testimonials have an effectiveness rating of 88% the highest for content marketing.

Source: Social Fresh

  1. 91% of potential customers regularly or occasionally read online reviews, and 84% trust them as much as a personal recommendation.

Source: BrightLocal


Q: What are customer testimonials?

A: Client testimonials are statements from satisfied customers about their positive experiences with a product or service, often used to build trust and credibility.

Q: Why are customer testimonials important?

A: They provide social proof, enhance credibility, create emotional connections, and can significantly increase conversion rates and sales.

Q: What are the types of customer testimonials?

A: Text, video, audio, social media testimonials, and case studies.

Q: Where should I place customer testimonials?

A: On social media platforms, your website, and marketing materials.

Q: How can I collect customer testimonials?

A: Asking for feedback through surveys and direct requests and encouraging user-generated content on social media.

Q: What makes a good customer testimonial?

A: It should be honest, authentic, engaging, visually appealing, specific, and detailed.

Q: How do customer testimonials impact sales?

A: They increase trust and credibility, leading to higher conversion rates and ultimately boosting sales.

Q: What are some best practices for using customer testimonials?

A: Ensure they are genuine, concise, visually appealing, and placed prominently.

Q: Can I use testimonials in all types of businesses?

A: Yes, testimonials are helpful for all types of businesses, regardless of industry.

Q: How can I encourage customers to provide testimonials?

A: By offering incentives, making the process easy, and highlighting the benefits of sharing their experiences.

man on one side and one and woman on the other, both looking at computer screen. sharing marketing


That’s quite a bit to digest! We hope this deep dive answers, “How Customer Testimonials Work?” and showcases their immense value for your business.

If you’re a busy small business owner or digital agency professional, you might wonder, “Can I incorporate this into my hectic schedule?” I understand. Many times you’re Juggling limited resources and time is challenging, but incorporating testimonials is worth it.

Consider the advantages:

  • Build Trust and Credibility
  • Create Emotional Connections
  • Boost Conversion Rates
  • Enhance Brand Visibility

As a fellow entrepreneur, I know how crucial it is to stay competitive. Testimonials offer a cost-effective way to use satisfied customers’ voices for remarkable results.

So, what do you think? If you found this article useful, why not share it with a colleague?

Save this page and leave a comment. Your feedback helps us tailor our content, to serve you, better. The question is still: “How Customer Testimonials Work?” Absolutely.

Start using them to your advantage today!

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