Testimonials are a very powerful form of word-of-mouth advertising which helps advertisers attach a human element to the product or services they are selling. Your testimonial may be the clincher which helps turn an interested prospect into a paying customer.

But how do we use them for maximum impact? According to copyblogger, there are a number of best practice principles that can be used when using testimonials on your website:

Don’t Over-Edit
Testimonials work best when they are written how we speak. Small grammar and language quirks help the reader connect and indicate the testimonial is real.

Use Testimonials that Fit
Place testimonials that are relevant next to the product or service you’re selling. There’s no use confusing customers with an unrelated testimonial.

Address Objections
If the testimonial addresses a common concern about a products performance, it can immediately increase consumer confidence about your product and company.

Don’t Fake it
Never fake a testimonial, as readers can usually see straight through them. Aside from this, many countries have hefty fines for those caught using fakes.

Encourage Specifics
Ask your customers to give specifics when describing results or benefits from your business. Eg: Rather than “we saw a huge increase” ask them to state the exact improvement, such as “we saw a 25% increase”.

Always remember to actively solicit testimonials from your customers. If a customer contacts you to thank you for your service, or lets you know how much they value your product, ask them for a testimonial! It’s a great way to enhance your conversion online.