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We are all aware of the unstoppable growth of eCommerce and the rising competitiveness that comes along with it. However, rising competition is not the only thing that eCommerce businesses have to face in today’s world; there is also the challenge of growing consumer skepticism. Skeptical consumers are those who might not be easily convinced by your eCommerce advertising or who might have doubts about your products or services and the features that you claim they have.
Fortunately, today, there is a great way for eCommerce businesses to fight consumer skepticism and doubts, which is through the use of customer testimonials. Customer testimonials are endorsements in the form of quotes, videos, or anecdotes in which your customers express how satisfied they are with your products or services and how their problems have been solved using whatever it is your eCommerce store is selling.
Research shows that 92% of consumers read online reviews before deciding to buy something online. This percentage makes sense because eCommerce customer testimonials provide customers with the kind of social proof they need to trust your eCommerce store.
In this article, we are going to present some examples of eCommerce customer testimonials to show you how you can properly leverage it for the benefit of your eCommerce store.
Top 10 E-Commerce Customer Testimonials Examples
- Social Media Testimonials
- Quote Testimonials
- Customer Reviews
- Influencer Testimonials
- Video Testimonials
- Interview Testimonials
- Case Studies & Success Stories Testimonials
- Blog Posts Testimonials
- Audio Testimonials
- Media Coverage & Press Review Testimonials
Deciding the forms of customer testimonials to use for your eCommerce store can be tricky; however, we believe that it will be a much easier process for you after reading this article. In the following sections of this article, we will show you the most effective forms of eCommerce customer testimonials along with real-life examples of eCommerce brands using them.
1- Social Media Testimonials
Social media is a great way to gather customer testimonials for your eCommerce store. Research shows that the number of social media users has reached 4.62 billion in 2022; so the opportunities to reach customers through social media platforms are becoming endless.
One way you could gather customer testimonials from social media is through user-generated content. E-Commerce companies today encourage customers to generate content about their products or services by launching challenges and contests, creating customized hashtags, and providing attractive incentives.
Moreover, people love to share their experiences with others, so sometimes, customers may even write their opinions about your products or services without you asking for them or incurring any additional costs. Therefore, you should always work on having a strong presence on all the social media platforms that your customers use. You should also keep track of all the mentions that your brand gets and all the hashtags that include your brand’s name.
Real-life examples: MVMT
MVMT is an American brand with a successful eCommerce store that sells watches, sunglasses, and other accessories. The brand has a section in its online store titled “Shop Our Insta”.
On this page, customers can find Instagram posts of other customers showing off their MVMT products, and they can directly buy from the website the products they like in these posts. The brand gathers these posts from Instagram hashtags such as #jointhemvmt.
2- Quote Testimonials
Quotes are one of the very first forms of customer testimonials that we got familiar with. This a very straightforward form of testimonial because it simply involves sharing a quote that you got directly from a satisfied customer.
You can share these quotes on your eCommerce website’s homepage, or you can create another page on the website dedicated specifically to sharing quote testimonials. You can also share these quotes on your social media platforms for more reach.
Real-life examples:
- The Honest Company
The Honest Company is an American retailer that sells baby and beauty products that are characterized by being natural, chemical-free, and environment-friendly.
As you can see in the image, the brand has its customer testimonial page on its eCommerce website, where it shares quotes from satisfied customers. The quotes displayed do not just show the satisfaction of these customers but also justify it by explaining how the brand’s products have solved their problems and made a difference in their lives.
It is also obvious that the brand is aware of the questions that its customers might ask and the concerns that they might have. Hence, it chooses to display quotes that provide direct answers to these questions and that properly address these concerns.
Notice that: For more credibility, the name and the location of the customer are mentioned after each quote, and some customers even added pictures of them or their babies.
- Marucci Sports
Marucci Sports is an American sports equipment company that also features quote testimonials on its eCommerce website.
Notice that:
- The quote testimonial here is featured with an image and a Call-To-Action (CTA). The image makes that quote more eye-catching, and the CTA provides more chances for conversions.
- The choice of whose quotes to display was not a random choice by the brand. Marucci Sports chose to display quotes by popular successful athletes whose followers are the brand's target audience, such as Andrew McCutchen, Francisco Lindor, and Haley Cruse.
- We can say that this form of quote testimonial is combined with an influencer testimonial since the quotes used here are by influential popular athletes.
3- Customer Reviews
Customer reviews are another easy form of testimonials because you can gather them in several ways. For example, you can add a “write a review” button next to each product on your website, or you can contact customers a few days after they’ve made a purchase and ask them to leave a review.
However, keep in mind that there is a slight difference between reviews and testimonials. Reviews are unfiltered opinions of customers, which means that they can be positive or negative. As for testimonials, they are meant to reflect positive opinions only. Therefore, if you are planning on using customer reviews, be aware that, along with the testimonials, you might be generating negative opinions about your products as well.
Real-life examples:
- SHEIN
SHEIN is an international B2C eCommerce store for fast fashion. Today, SHEIN is one the major brands that depend on customer reviews to generate customer testimonials. What’s distinct about SHEIN here is that it integrates the process of gathering customer reviews into its loyalty programs. Within its loyalty programs, which are based on points, the brand rewards its loyal customers for leaving reviews, which greatly incentives them to do so.
- LSKD
LSKD is an eCommerce store for activewear. It is also one of the eCommerce brands that leverage customer reviews as testimonials. This brand gathers customer reviews through its email marketing campaigns.
Notice that:
- LSKD employs email personalization by mentioning the name of the customer at the beginning of the email.
- The brand does not ask for general reviews as much as it asks for reviews about the specific products purchased by the customer. This is important in so many ways. On the one hand, it shows the customer that you are aware of their buying history; and on the other hand, it does not even make sense to ask for reviews about products that the customer hasn’t tried yet.
- The use of sentences like “We wanted to check on you” is smart because it makes customers feel special and appreciated by the brand.
- The email also included several types of incentives to encourage customers to leave reviews.
4- Influencer Testimonials
Influencer testimonials, also known as “authority testimonials”, are one of the main benefits you get from influencer marketing. Fortunately, today, you do not have to pay for expensive mega-influencers with millions of followers. The range of effective influencers is expanding to include nano, micro, and macro influencers, with followers ranging between 1000 and 1 million, and that is less costly for your business.
Getting influencers to talk about your products or services greatly increases the trustworthiness and credibility of your brand. However, you have to choose influencers that are relevant to your brand, whose followers reflect your target audience, and who can properly transmit your brand’s message.
Read this article to discover the best influencer marketing campaigns that serve as influencer testimonials for eCommerce brands.
5- Video Testimonials
Studies show that 79% of customers prefer to learn about a company or its products through video testimonials because videos help them better visualize the features of the products or services. This is supported by other studies that show that the human brain processes video 60,000 times faster than text.
You can always create professionally produced videos; however, if you do not want to incur a lot of costs, there are other options. Luckily, with today’s technology, creating and publishing testimonial videos is becoming easier every day.
In other words, you do not have to pay for professional videographers and their equipment. You can simply ask your customers to shoot videos with their smartphones where they talk about their experiences with your products or services. This kind of authentic video is getting more popular by the minute. So, there is no excuse for you not to leverage this form of testimonial for your eCommerce store.
Real-life example: Popbrush
Popbrush is an eCommerce brand that sells hair brushes for children. It is successfully using video testimonials on its website. These videos include satisfied and happy customers showing how the product is being used by their children.
Notice that: If you go through Popbrush’s eCommerce website, you will also find customer reviews, which means that it is possible to succeed at using more than one type of customer testimonial.
6- Interview Testimonials
This form of testimonial comes in the format of a question-and-answer that allows you to get more detail about the experiences of customers with your products or services.
This form of eCommerce customer testimonial might seem simple; however, the trick here is to choose the right questions to ask and to create an engaging relatable conversation that will attract the audience to the interview and the story within it.
Here are some examples of questions that you can ask your customers to generate an interview testimonial for your eCommerce store:
- How did you learn about our products or services?
- What was your first impression of our eCommerce store?
- What is the impact of the product/ service on your life?
- Did the product/ service solve a specific problem that you were facing? What was it? How did the product/service solve this problem?
- What do you like most about our product/ service?
- What made you choose our product/service over other options in the market?
- Would you recommend our products/services to others? Why?
- Would you like to add anything else?
The great thing about interview testimonials is that they can be repurposed into different forms of content. For example, you can have an interview testimonial in the form of video or audio and then transform it into a written blog post testimonial, which we will talk about in the following sections of this article.
Real-life example: Codecademy
Codecademy is an American online platform that provides online courses. Some of these courses are free; however, the website sells more courses in even greater detail for a paid monthly or annual subscription. Therefore, this can be considered an eCommerce type of business that provides a service.
The reason we are mentioning Codecademy here is that it is successfully using customer interviews as testimonials. Additionally, going through Codecademy’s website, you will find other types of customer testimonials, such as video testimonials and quote testimonials.
7- Case Studies & Success Stories
Case studies and success stories testimonials may seem similar to interview testimonials. However, case studies and success stories testimonials are a more in-depth form of analysis. They dive deeper into the customer’s experience with your eCommerce business, and the stories being told within them are not constrained by a set of prepared questions.
Case studies and success stories testimonials provide a stronger form of social proof and focus more on results. However, there is a slight difference between them, which is that case studies tend to take a more scientific approach. They rely more on facts, observations, and numerical and statistical results. They are a great form of testimonial for B2B eCommerce businesses.
Real-life example: Bizzabo
Bizzabo is an eCommerce business that sells events management software. It displays different case studies on its website to show how its software has managed to solve the challenges faced by its customers while hosting their events.
8- Blog Posts Testimonials
There are several ways you could leverage blog posts as testimonials for your eCommerce business:
- You can create your own blog on your eCommerce website and write blogs where you tell the stories of your customers with your products or services. You can gather these stories through emails, phone calls, surveys, interviews…etc.
- You can repurpose already existing interview testimonials and transform them into written blog posts.
- You can ask your customers/clients to write blog posts about their experiences with your brand. These blog posts can be shared on your website’s blog or on a customer’s blog if he or she has one.
Real-life example: Bigelow Tea
Bigelow Tea is an American brand that sells a variety of fine-quality tea online. It uses a combination of blog post testimonials and influencer testimonials.
One time, the brand collaborated with a blogger named Ashley Thurman. As a blogger and an influencer, Thurman used her blog “ Cherished Bliss” to share her experience with the products of Bigelow Tea. She wrote articles where she talked about how Bigelow Tea inspired her to create her own recipe for Bigelow iced tea with lemonade ice cubes.
9- Audio Testimonials
Audio Testimonials are short voice recordings from happy customers expressing their satisfaction with your eCommerce store and your products and services by just speaking. This form of testimonial can become very handy in the case of customers who do not prefer to show their faces while talking about your brand.
Real-life example: Hairmax
Hairmax is an eCommerce brand that sells laser hair growth devices, hair care products, supplements, and other things. The brand has a website page dedicated specifically to audio testimonials where satisfied customers express how the brand’s products have helped them in their hair growth journey.
The brand’s website also has a page dedicated to written testimonials and another one dedicated to success stories in the form of video testimonials.
10- Media Coverage & Press Review Testimonials
Media coverage and press reviews, although not generated by customers, are very effective examples of testimonials because they come from professional sources who are qualified to speak about your eCommerce brand.
If your eCommerce business is lucky enough to get mentioned in media outlets and press releases, make sure you feature these mentions as testimonials on your website and your social media platforms.
Final Thoughts:
There is nothing you can do about the growing number of eCommerce businesses; however, what you can do is make sure your customers trust your business and have no doubts regarding your products or services. Using the previously discussed eCommerce customer testimonials is a great way to do that. However, you will need an automation tool to help make it easier for you.
Converted.in offers you a great marketing automation tool that will help you:
- Segment your target audience, which will help you identify the forms of testimonials that you will use.
- Create, customize, launch, and automate personalized ads, SMS, and email marketing campaigns in which you can feature your customer testimonials. You can also leverage your email marketing campaigns here by asking customers for reviews through them.
Book your Demo now and start working on customer testimonials for your eCommerce store.
