What’s going to convince your site visitors to purchase? Social proof and testimonials is one great way to remove that barrier of trust between your brand and your site visitor. But how do you use those to drive add-to-cart conversion? Here's a 4 step guide.
The unfortunate part about most reviews on Shopify stores today is that they’re hiding all the way at the bottom of the page. Scroll, scroll, scroll... What a missed opportunity.
Below, I outline some top tips on how to feature your best testimonials more prominently on your product pages to push your site visitor along on their purchase journey and through to conversion.
1. First off, page location.
Rather than featuring your reviews alllllll the way at the bottom of your product pages, highlight them right above your add to cart button in a customizable banner.
For example, see how sustainable hand sanitizer store Paume uses Because product page banners to highlight reviews in a place their site visitors won’t miss it.
2. Next, copy.
Make sure to keep your testimonials personal, but short. You may have lots of lengthy testimonials to choose from, but choose the ones that are direct to the point and show love for your product and devotion to your brand.
If you use a tool like Yotpo or Judge.me, look at all of your recent reviews for a particular product or set of products and pick the ones that clearly share the product’s greatest strengths. These are the reviews that speak to the item’s specific features, how functional it is, how easy it is to use, the benefits they get from using it, or how awesome it makes them feel.
TIP: We don’t have an integration into your favorite review apps just yet, but most of our users copy and paste their favorite reviews into Because and then choose the relevant products to show them on.
Focus on reviews that drive one key point, ideally through a standout adjective you would want others to remember your product by, like “soft” or “delicious.”
TIP: Use our new dynamic product targeting feature in Because to target products based on tag(s), like for example showing one review on all products tagged as “shirts”!
Don’t forget WHY your customer should buy. Feature reviews that showcase your product or your brand’s Why. These are the reviews that reinforce how your customer will fulfill some internal, external, or philosophical need.
TIP: The 5 Whys is a powerful technique originally developed by Toyota’s Sakichi Toyoda to diagnose and solve problems as part of the Toyota Production System and lean manufacturing.
The 5 Whys technique can be adapted to get to the root cause of consumer motivation and desires, to help you better implement a marketing strategy that addresses your customer’s wants and needs.
Remember “You’re not actually selling a product — you’re selling the shift from current to desired state.”
3. Next, choosing products.
Now that you know where on the page you’re going to show your most convincing testimonials, which pages do you go live on?
To save time while also providing as personalized of an experience as possible, take your top reviews and showcase them across all the relevant products on your site using Because dynamic product targeting.
Here’s how other stores are doing this:
TIP: Using Because for dynamic product targeting with Shopify inventory tags, the right reviews show up in the right places on your site automatically - no code required.
Marisa also used Because to launch an awesome customer testimonial on their new non-slip reformer mat.
Paume also does this on their product pages by displaying a succinct, but convincing testimonial. Their banners illustrate perfectly what the brand and its sustainable products have to offer without the customer ever having to leave the core product page. Thus, pushing them further on their purchase journey.
My last example is an incredible brand disrupting the rave wear apparel industry with unique and sustainably made clothing, Freedom Rave Wear.
Here you can see Freedom Rave Wear with two live banners above their Add to Cart buttons: one for a review and another one dedicated to a brand collab.
For one of their 5-star tops, they also use a short but sweet review that customers can easily relate to.
4. Finally, design.
Using heart and smiley face icons immediately bring to mind a positive experience even before reading the actual review.
You can also opt for thumbs up and 5-star icons, or a combination of the two, to showcase stellar testimonials from your customers.
You can also use eye-catching icons of the products featured in the review.
When choosing colors, you can do as Marisa in Motion does and use the same colors for your rewards button for your review banners.
Colors with a balance of blending in and standing out on the page can also work wonders for minimalist brands, as seen in Paume’s review banner.
You can also use a monochromatic color scheme on your banners and buttons, one that stems from the brand’s logo and original color palette. Freedom Rave Wear does it well, too.
Now that you have all the tips for sharing reviews on your website, it’s probably time to go out and start bugging all your customers for some review love :)
Ready to start featuring your testimonials on your product pages to increase conversion and brand affinity? Get started by adding your campaigns into your product pages.