More importantly, it makes them available if they have a question or customer service complaint they want to address directly, without having to submit a form, file a ticket, write an email, or call you.
The idea is to have them readily available if the user wants to follow you. All it means is having a list of your most used social profiles in a footer or on a dedicated contact page. This is a similar but slightly different trust signal to the above. People can see +1s and other social metrics even in the search results, which can help people pick your URL to visit in the first place. Of particular note here is Google+, because integration between Google and Google+ is high. That helps people in two ways they can trust you more when they see that other people trust you, and they can go to your social profiles if they need assistance and likely get a faster response than anything short of calling you. You can also include more general social proof, like the number of followers you have on various platforms. Not many people will share the fact that they bought a piece of marketing software, but a lot more will share that the bought a video game. A lot of times, people like sharing their purchases with their friends, assuming those purchases are interesting. Social sharing is generally relegated to the blog, but it can be useful for some landing pages and even some product pages as well. You can also allow a certain level of crowd awareness by implementing an Amazon-like “did this review help you?” system, so the best, most influential reviews float to the top. Allow user submissions and review them occasionally, to remove reviews that are abusive or spam. Product reviews are most useful when they’re on the page for the product itself, of course. I’ve bought products with negative reviews before simply because those reviews brought up issues that didn’t matter to me. They show that people are critical of your product, and they show what might be an issue with the product. Believe it or not, a couple negative reviews can actually help you. They like to see a balance of positive, middling, and negative reviews. When a product has nothing but insubstantial five star “it was great!” reviews, people become very skeptical, and it works against you. Now, you can’t just make up reviews or pay for a bunch of high quality reviews. Aggregating reviews on your product pages is a great way to convince people to trust in the quality of your products. Product reviews are a time-honored tradition when it comes to selling products. You can’t just make up someone, or get your neighbor to write one, and expect it to be as valuable.
The more recognizable or influential the person leaving it, the more people will recognize them as valuable and trust their opinion. The key to a customer testimonial is that it has to come from someone with a position of authority. Even if you don’t know who Matt is or what YOH does – they’re a workforce and staffing services company – you still understand that someone of value said something publicly to laud the benefits of Hubspot. That testimonial doesn’t say much, right? It’s a pretty basic “ hey Hubspot is great we like them” from someone who, presumably, uses and likes their services. Scroll down a bit and on the right side, under “the inbound community”, you can see (as of this writing) a quote from Matt Rivera, VP of YOH. One example of a testimonial can be seen on Hubspot’s homepage. Customer TestimonialsĬustomer testimonials are excellent for just about any business, but they work particularly well for any business that sells a service rather than a distinct product.
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